Using SmartURLs for Tracking Influence Marketing & Off-Site Content
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The document discusses the critical role of content in digital marketing, emphasizing the need for effective on-site and off-site content strategies and influencer marketing. It highlights challenges in tracking engagement and the importance of measurement tools such as smarturls and kontexturls for optimizing content performance. Overall, fostering relationships with influencers and improving data analytics are essential for enhancing brand visibility and engagement.
Using SmartURLs for Tracking Influence Marketing & Off-Site Content
- 2. Warren Whitlock • B2B Influencer • Keynote Speaker • Author • Digital Marketing Consultant • @WarrenWhitlock @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 3. Krista LaRiviere • Cofounder & CEO, gShift • Keynote Speaker • Director, SEMPO • @KristaLariviere @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 4. Let’s Talk About… Industry trends The importance of on-site content and off- site content & analytics. Influencer marketing & influencer analytics. SmartURLs & kontextURLs Bringing it all together: challenges and solutions for tracking it all. Polls, Q&A @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 5. Data intersection: Content Marketing, Influencer Marketing & SEO • Search engine optimization is about brand discovery by keyword & content. • Social & Social Influencers are now the distribution channels of brand content. • Brands are demanding measured results of their investments into content creation. • Unique content-level data across an entire web presence including influencer analytics for decision making and reporting. @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 6. CONTENT IS THE KINGPIN “The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.” Adobe/EConsultancy @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 9. Set Clear Goals One number KPIs support this Measure steps for optimization Easier decisions Careful what you choose Mass outdated Demographics are minor Shiny Objects Still more we don’t know
- 10. Build Relationships Social Media let’s your connect with existing customers, vendors, employees and competitors and their networks One connection can introduce you to a hungry market Listen and Respond to their needs Avoid the temptation to make it a sales channel @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 11. Network Effect @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 12. Ways to Empower Influencers Find out what they want. See that they get it. An offsite conversation will be a much more powerful endorsement than anything you say about yourself Give them content in their preferred format Embed links to track in context of their conversation Reward what works. Repeat it with the best. Be open to new or unknown influencers while focusing on the ones with the largest networks You can’t control people or what they say. You can get more of what you want by helping others, building relationships and gratitude @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 14. @WarrenWhitlock @KristaLaRiviere @gShiftLabs On-Site versus Off-Site Content
- 15. @WarrenWhitlock @KristaLaRiviere @gShiftLabs Brands are experiencing disruptive change with 67% of a customer’s digital interaction with brand content is off-site.
- 16. The Importance & Reality of Off-Site Content @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 18. Poll Question #1 Do you know what percentage of your prospects’ interactions with your brand’s content takes place off-site? @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 19. @WarrenWhitlock @KristaLaRiviere @gShiftLabs “It’s about the long-term process of enhancing both the brand's web presence asset and the opportunity for discoverability in search and social, throughout the prospect's buying cycle and across any device.” - Krista What is this all about, really?
- 20. Content Needs to Exist Off-Site Creating content for your site is not enough. You need additional distribution and amplification using off- site channels. @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 21. Challenges in Tracking Off-Site Content Traditional analytics providers rely on tracking code, and therefore are only possible on web properties you control. 33%. Engagement can happen beyond what is seen publicly, with content being shared through dark social. @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 22. What are SmartURLs? SmartURLs enable you to track a piece of content that leverages content tags, taxonomy and conversion paths for all of your external and on-site content. Empowers digital marketers and content creators to illuminate engagement and conversion analytics without the use of a traditional analytics tool. Influencer Analytics! @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 23. @WarrenWhitlock @KristaLaRiviere @gShiftLabs kontextURLs will provide: • Branded, vanity short URLs • Near real-time Content Performance by Channel • Long-term data storage • The true connector of SEO and Social Media to Content Marketing • Influencer Analytics kontextURLs – the only technology that measures and optimizes both earned AND Owned Onsite, Offsite and Offline content
- 24. What is Influencer Marketing? Influencer Marketing is driving A LOT of off-site content & engagement! Influencer marketing is developing a strategy to engage and build relationships with influencers and create campaigns that they may participate in. Brand influencers are individuals who have an audience that aligns with your target market. They are amplifiers! @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 25. Poll Question #2 Is influencer marketing part of your digital marketing mix today? Yes No @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 26. Influencer Marketing as a channel @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 27. Social Media SEO & Influencer Marketing • Using keywords to find influencers • Understand audience profiles by demographics. • Local influencer marketing • Who’s talking about “smart water” and related topics. • Lesser known influencers who can aggregately expand your potential audience reach. • Tracking their impact through the funnel. @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 28. Data: Tomoson @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 29. Read more – gshift.it/DandD @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 30. @WarrenWhitlock @KristaLaRiviere @gShiftLabs Identifying Influencers
- 31. Poll Question #3 Do you plan on adding influencer marketing to your online efforts in 2016? Yes No Unsure @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 32. @WarrenWhitlock @KristaLaRiviere @gShiftLabs Challenges in Influencer Marketing
- 33. @WarrenWhitlock @KristaLaRiviere @gShiftLabs Influencer Marketing meet Influencer Analytics
- 34. Poll Question #4 Are you using smartURLs or link shortening services for your off-site content now? Yes No @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 35. Summary Things to focus on: • Content distribution & amplification • Proper analytics for both on-site and off-site • Consider influencer marketing to extend your audience • Poll results and Q&A @WarrenWhitlock @KristaLaRiviere @gShiftLabs
- 36. Thank You! Poll Results Questions @WarrenWhitlock @KristaLaRiviere @gShiftLabs
Editor's Notes
- #3: Chairman of Vegas Influence. New company. Perhaps best known for writing the first book about Twitter “Twitter Revolution,” First book ever written about twitter. I explained how mobile technologies and social media would revolutionize marketing and business. Nearly everything predicted came true and yet this remains a clear roadmap for the future of business. IBM Futurist – Influencer work for IBM. "Profitable Social Media: Business Results Without Playing Games" follows my no-nonsense, business process approach that reaps quick and continuous results from investments.
- #5: Don’t forget to tweet.
- #6: Talk about gShift
- #7: Ad Agencies and Media Agencies are starting Content Agencies and adding Content Teams to their organization.
- #8: We focus a lot on data to understand distribution channels.
- #9: Warren, What do you recommend…
- #14: Brands building relationships with their
- #15: Driven by Social. People want a relationship with your brand. They want to inform themselves. Off of your site.
- #18: 106 years ago… We know that It is important to realize that mobile’s relevance has actually increased, even if the excitement around it has dipped. Warren has some interesting insight….
- #21: It need to get out there because that’s where your prospects are!
- #23: This is how you track off-site content!
- #25: Amplification
- #27: 22% of marketers say influencer marketing is their most cost-effective customer acquisition channel. Email received the same percentage, while organic search came in third with 19%. Affiliate marketing performed poorly, ranked most cost-effective by just 2% of marketers. Digital marketers are set to grow investments on earned and owned & earned digital strategies from $8 billion to $13 billion annually from 2014 to 2018.
- #30: Trying to conduct any form of advertising without analytics to provide insights is like driving without a map. Influencer marketing is no different. You need to be able to make informed decisions on what is having impact and what is not. We recently published a blog post, titled Dumb and Dumber: Brand versus Influencer, which looked at a number of the pain points currently facing the influencer marketing industry. Read more at gshift.it/DandD
- #31: Warren’s profile from InNetwork
- #33: Lack of understanding by brands and influencers to track all engagement. Limited insight into content performance by influencer and by channel.