When most people think "influencers," they think about celebrities (and pseudo-celebrities) with enormous social audiences. But as marketers, if we continue to only develop our influencer strategies around those big-name Instagrammers and YouTubers, we're likely to pile up huge costs with little to show for it. And pretty soon the entire practice will be seen as a fad and it will be folded back into social media or PR as merely an occasional campaign tactic.
The problem starts with the very way we think about and categorize our influencer programs. Let's start with the term "influencers." For B2B marketers, in particular, it's the wrong way to view and talk about our target partners. Reframe it as "people with influence" and you're heading in the right direction.
In this thought-provoking presentation, you'll learn how to reframe how you think about influencers and a solution for everyone to win moving forward. At the end, you'll understand...
- The current opportunities and problems with the influencer marketing landscape
- A more strategic marketing perspective to filter influencer thinking through
- How to approach influence—not just influencers—in meaningful ways for your brand
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Jason Falls is one of the most widely read and respected voices in the digital marketing and social media industries. His digital strategies have touched a number of the world's most iconic brands including GE Appliances, AT&T, Valvoline, Buffalo Trace, Humana, Rawlings, Maker's Mark, Tempur-Pedic, Fireball Whisky, GM, and more. Jason leads digital and social strategy for Cornett, a full-service ad agency in Lexington, KY. His forthcoming third book on influence and influencer marketing is due from Entrepreneur Press in late 2020/early 2021. He loves the kick-ass state of Kentucky, sports, and bourbon.