HOW TO WIN INFLUENCERS AND INFLUENCE CUSTOMERS
Todd Crawford, VP Strategic Initiatives, Impact Radius
This presentation will help the audience understand what an influencer is, how to identify and measure influencers, how to partner with influencers, and the cost of leveraging influencers in the marketing ecosystem. The presentation will provide examples of influencers by type, how they affect other marketing efforts, and how best to manage influencer relationships to maximize results.
10:00am – 10:30am
EXHIBITS & MORNING COFFEE BREAK
LEVERAGING THE EVOLUTION OF CONTENT IN ECOMMERCE MARKETING
Greg Shepard, Chief Strategy Officer, Pepperjam
Today, the majority of traffic comes from content marketing and will continue to trend that way. Our industry is focused on evolving and mastering this marketing tactic. The micro-moments that influence every decision a buyer makes are the keys to creating relevant content marketing. From this session, you will learn:
- About the shift into content and its influence on marketing
- Real-time results that we’ve seen stemming from this shift and how to stay ahead as this trend continues
- New insights and actions to get the transparency needed to leverage this industry trend to meet your marketing goal
PANEL: THE INNOVATION SHIFT TO EMPOWER EMERGING INFLUENCERS & BRANDS
Adam Weiss, GM & SVP, Rakuten Affiliate Network
Apu Gupta, CEO, Curalate
Kamiu Lee, Head of Business Development & Strategy, Bloglovin’
Oliver Roup, Founder & CEO, VigLink
In this session, attendees will hear from industry experts at the forefront of influencer marketing innovations. Adam Weiss, SVP of the Rakuten Marketing affiliate network (historically LinkShare), will speak alongside Curalate CEO, Apu Gupta, and Bloglovin VP, Kamiu Lee, to explore the trends and opportunities shaping the future of influencer marketing. Each will share insights from their unique perspectives, including data and successes that highlight the strategic creativity being demonstrated by brands and influencers today.
12:05pm – 1:00pm
TOP LEGAL COMPLIANCE TIPS FOR ENGAGING INFLUENCERS
Gary Kibel, Partner, Davis & Gilbert LLP
Influencers can very effective, however, it is that very effectiveness that bothers regulators as they are concerned that consumers cannot distinguish between genuine versus incentivized positive statements. Recent enforcement actions against agencies and marketers have highlighted the legal risks, but have also provided insight into acceptable practices. This session will examine the latest hot button issues for regulators and provide guidance to agencies, marketers and influencers how to best navigate the legal landscape.
PANEL: “POWER MIDDLE” RISING
Karen Koslow, Managing Partner, Wellness Amplified
Jessica Levinson, Founder, Nutritioulicious
Latham Thomas, Founder, Mama Glow Guru
Tom Holland, CEO & Founder, TeamHolland LLC
Most online influencers are not social media ‘celebs,’ but have a powerful influence over their dedicated followers who trust their information and advice. Meet the ‘Power Middle’ – influencers with an online audience of 10,000-250,000 followers who regularly engage with the influencer’s content through various social channels. The ‘rising power middle’ is especially pertinent when discussing ‘credentialed’ health and wellness influencers. Hear a case study by Karen Koslow about an influencer marketing program that succeeded in ‘influencing the influencers.’ Plus, meet, listen to, and ask questions of our accomplished ‘Power Middle’ Influencer Panel consisting of an exercise physiologist Tom Holland, a dietitian nutritionist Jessica Levinson, and a maternity lifestyle maven Latham Thomas.
2:35pm – 3:00pm
EXHIBITS & AFTERNOON BREAK
OPTIMIZING YOUR B2B INFLUENCER MARKETING PROGRAMS
Martin Weinberg, Director of Marketing, US, SEMrush
Learn how SEMrush grew its user base through the power of influencer marketing. Go behind the scenes at this B2B SaaS platform to get fresh ideas on how to:
- Maximize influencer relationships across all channels
- Generate creative ways to involve influencers
- Get global reach with local strategies
- Amplify reach through content partnerships
- Manage micro-influencer campaigns at scale
SCALING YOUR INFLUENCER MARKETING GLOBALLY
Max Ciccotosto, Head of Global Growth, Light In The Box
Over the past year we grew our influencer-based program from an handful of Youtube channels to more than 2500 influencers in 20 countries and with an audience ranging from micro to celeb size. In this session we’ll share the framework we use to evaluate different initiatives, how to find and engage the right influencers, the operational complexities, the economics, and few tips we learned along the way.
SOLVING PROBLEMS AND CREATING EFFICIENCIES IN INFLUENCER CAMPAIGNS
Jessica Woodbury, Business Development Manager, Content, CJ Affiliate
Whether you work with a small number of influencers on a campaign of hundreds all at once, there’s a lot that can go wrong. From defective products or shipping issues from your brand, to posts from influencers that don’t reflect brand messaging or don’t follow instructions, you may find a campaign requiring more time and energy than it’s worth. This session lays out strategies to turn a potential disaster into a relationship win and build more efficient campaigns. Learn how to fix mistakes quickly and preserve the relationship. Plus find out how to create campaign materials to avoid potential obstacles before they happen and screening techniques to find the most reliable influencers.
BACKSTAGE TOUR: HOW TO BUILD BRANDS WITH INFLUENCE & PACK THE HOUSE IN 3D
Barbara Rozgonyi, CEO, CoryWest Media
Join us on a backstage guided tour through a range of insider relationships with a variety of companies – all from a personal perspective as a brand influencer, affiliate marketer, social media community leader, mom blogger, brand management consultant and digital marketing expert. Learn what to do and what not to do in 3D: digitally, directly and dynamically. Find out what influencers really want you to know as you discover best practices in influencer marketing – and management. You’ll walk away with a 3D strategic plan outline to start or upgrade to a Broadway-worthy influencer marketing campaign RN [right now]!
INFLUENCER MARKETING: WHERE TO PLACE YOUR BETS IN 2017
Laura Smous, Head of Product Marketing, TapInfluence
The influence economy has changed the way we buy things—forever. Consumers, not marketers, now own the buyer’s journey. To stay relevant, brands need to play by the new rules of engagement. That’s why over 80% of marketers have turned to influencer marketing, the newest and highest performing proven channel in the marketing mix, to engage consumers and drive sales.
Join Laura Smous, Head of Product Marketing at TapInfluence, as she unveils the trends driving influencer marketing and guides us through the best way to integrate a powerful influencer marketing strategy that is both meaningful and measurable. You’ll learn:
- Top influencer marketing predictions for 2017
- Why traditional social metrics won’t cut it, when it comes to measuring impact
- How you can get 11x ROI over traditional digital marketing
10:30am – 11:15am
EXHIBITS & MORNING COFFEE BREAK
INFLUENCER OUTREACH, ONBOARDING, ACTIVATION & MOTIVATION: HISTORY & HOW-TO
Brian Littleton, President/CEO, ShareASale
A how-to on strategies that I’ve seen both work and fail, in over 10 years of experience working with influencers on mediums such as blogs, social media, and now the new era of Snapchat, Instagram and others. Tips include how to successfully recruit AND activate an influencer for your brand – as well as how to keep them active and legal. You’ll get a first hand account of how we got to where we are with influencers, and learn the mistakes that we should all never repeat!
12:00pm – 1:00pm
GOING BEYOND THE CELEBRITY – IDENTIFYING YOUR INFLUENCERS
Chris Tradgett, Director, Publisher Discovery
The session will cover methods of discovering your ideal influencers particularly for brands away from the mainstream consumer markets; and looking at how Influence Marketing is more complex than simply allying your brand to ‘Celebrities’ in Twitter or Instagram.
Highly focused experts such as bloggers or niche affiliate partners in your market sector can provide a brand with much greater longevity without the potential for being associated with inappropriate ‘celebrity news’.
NEGOTIATING WITH INFLUENCERS
Rachel Honoway, CEO, Fresh Press Media
This session will dive into a case study that showcases the process of motivating influential bloggers to turn into affiliate marketers. The presentation will specifically focus on the negotiation portion of the case study to give merchants/advertisers practical instructions on setting budgets and sticking to them while accomplishing their goals.
2:35pm – 3:00pm
EXHIBITS & AFTERNOON BREAK
HOW TO ESTABLISH YOURSELF AS AN INDUSTRY EXPERT
Zac Johnson, President, ZacJohnson.com
A detailed breakdown of actionable tips and working methods to become an expert at anything, while also growing your expertise, brand and business model in the process.
TRANSITIONING INFLUENCERS FROM STORYTELLING TO SELLING
Stephanie Robbins, President, Robbins Interactive
Many influencers began their career due to a passion for writing and engaging. While this passion creates a successful influencer, it can present challenges in optimizing the influencer and brand relationship. This presentation will discuss how to educate and guide an influencer to get active consumers to your site versus an interesting story staring your brand. We will discuss how to engage with influencers in this business discussion without jeopardizing the relationship or risking the loss of authenticity of the influencer. In addition, tools will be provided to assist in mainstreaming this process.
HOW TO TURN YOUR INFLUENCER PARTNERS INTO REVENUE-GENERATING PUBLISHERS
Lindsay Hittman, President, BrandCycle Inc.
Transform underperforming and time-consuming influencer marketing efforts into a turnkey, revenue-generating channel for your brand. Lindsay Hittman, President of BrandCycle Inc., will share best practices and insider tricks to help you recruit and engage top influencers, prioritize and manage VIP commission rates and cookie lengths, use affiliate technology to manage mid- and long-tail influencers, and discuss ways you can develop promotional merchandise, strategic content and exclusive promotions that appeal specifically to your influencer partners.