As a part of the Facebook Marketing team in 2010, Kevin Knight had a front row seat to the potential of influencer marketing. It was a technology offering the hope of unprecedented scale from person-to-person interaction. After joining Pinterest in 2013, Knight saw influencer marketing morph into a reach tactic as marketers sought to advertise on platforms that had yet to launch full-scale ads. Today’s pay-to-play influencer marketing is unsustainable. Its promise of authentic influence has instead turned into a paid reach vehicle. In this session, Experticity CMO Kevin Knight will discuss how there’s still time to course correct.

How do you use magnetic messaging to vault beyond your marketing challenges and achieve the outcomes you desire? If you want to make a greater impact through all forms of communication both online and off, this presentation is for you. Learn how to create connection and build rapport with your audience, establish authority and credibility, and elevate your audience's level of trust in you, regardless of the media you choose to deliver your message. Discover 3 critical keys to making your message magnetic, and use the power of your message to lead, motivate and inspire others, to facilitate change, make more sales or make a greater difference.

Mobile-only experiences today are pushing the time boundaries to provide experiences that can be lived in the semi-moment (Snapchat) or in the moment (Live products, Houseparty, Monkey): moving away from ‘FOMO’ to the ability to participate in experiences no matter where you are, with the people you care about most.  Especially for teens, effective digital social experiences are built on engagement + intimacy. However, the “live” trend is just the tip of the iceberg in a larger trend of “digital spontaneity”,  pushed by a sudden notification, people can now spontaneously connect with influencers or their peers without any particular planning. This completely changes the pace and approach for marketers, so let’s explore a few of the challenges and what strategies can be implemented to mitigate them.

Influencers don't just exist outside of the organization. The social brand (positive or negative) (active or inactive) of the key executive has a direct impact on the internal advocacy of the people they lead. When an executive is proactive in developing him or herself into a thought-leader online that drives interaction among employees , stakeholders and shareholders, the company benefits in multiple ways from higher talent acquisition to an increase in online brand awareness to content marketing engagement at every level of the organization. In this interactive session, executives will walk away with the building blocks of creating themselves as an online influencer.

Media consumption is moving from traditional outlets to other platforms. Explosive growth for social media and declining TV viewership means that advertising dollars are migrating with the eyeballs. Due to popularity and reach of platforms like Instagram, Snapchat, YouTube and even a resurgent Twitter, brands are partnering with “influencers” to help the grow through views, impressions and “likes.” Online advertising is an active legal enforcement area and influencer marketing presents potential legal issues. Legal compliance requires appropriate and adequate disclosures. Attendees will learn (1) what disclosures are required for influencers, (2) what constitutes adequate disclosure, and (3) insight into the current trends in consumer protection enforcement actions.

Content has the potential to earn money long term. This session will outline marketing and optimization strategies to ensure content is positioned for ongoing monetization beyond a one time payout.

From startups and small businesses to established market leaders and dominating players, every business wants to see long-term, sustainable growth. Learn how well-planned Influencer Marketing strategies can play a key role in fueling that type of growth within your current market and as you expand over and over again into new markets.

Hearing how the most popular brands engage with influencers is inspirational, but how do you develop an influencer marketing program without a Fortune 100 budget? Large brands have entire teams that manage influencers - how do marketers at startups navigate and build an influencer network while wearing many other hats? In this session, you’ll walk away with the keys to start and scale an influencer program, including: (a) narrowing your channels of focus, (b) tools to make your search easier, (c) maintaining your database, (d) jump-starting and building relationships. Learn from Silicon Valley startup Nima, who was in the trenches and leveraging influencers to build buzz before their first product launch.

After claiming a $2 billion market share in 2016, influencer marketing will continue to rise significantly in 2017. That being said, there is a divide between those implementing data to target niche influencers for higher engagement, reach and amplification, and those unaware of best practices investing in celebrities without auditing their audience demographics. For example, U.S. brands continue to partner with Kim Kardashian, yet 70% of her audience reside outside the United States. The nature of social media consumption in an already saturated market means there needs to be a push towards partnering with targeted influencers for elevated traction within a specific audience demographic.

Influencer marketing campaigns are most frequently executed to improve immediate visibility of a brand, product or service through a trusted voice, but are rarely executed (in the right way) in an effort to build equity in the brand’s website and ultimately, improving visibility of the brand through organic search. We’ll highlight a variety of influencer marketing programs that succeeded in simultaneously connecting brands with relevant, niche audiences online and improving search engine visibility. Walk away with actionable steps to help take your influencer marketing program to the next level. You’ll learn how to identify the right audience, create a resonant organic outreach campaign that doesn’t require giving away free product or paying to play, and how to write an effective pitch.

Nora will be discussing how alternative, low-to-no budget solutions can make your influencer marketing strategy outstanding. The key is to find and choose the right influencers, and navigate the relationship in the right way. But what is the right way? How to communicate to them, so you can get better deals? After 4 years of not just only working with top brands like Danone, L'Oréal, Nestlé, TAP Portugal as an influencer, but working with startups and brands figuring out low- to-no budget ways to create an outstanding influencer relationships, now she is sharing her insights, and ideas that can be useful in any market.

Discover what it takes to be an authority within any niche market through the use of content marketing and providing value to your audience. This presentation also include actionable tips and case studies to implement on your own.

Regardless of how you are paying influencers, how you measure influencers is the most important component of a successful influencer marketing strategy. Social signals such as likes, views, and shares are no longer acceptable criteria for success. Todd will detail how to successfully track, measure, and compensate influencers based on comparable marketing metrics and business KPIs. These metrics can help both brands and influencers drive more accountable results and create stronger partnerships.

Having Radical Influence helps you stand out, be heard, and be seen like never before! When you have Radical Influence, people listen to you, respect you, care about you, and take your message to heart. People will automatically crowd around you, wanting to be part of your network. And most importantly, you attract other high level influencers who connect you with the people you need to know to bring your dreams to reality.

Clarins has been a leader in luxury skin care for over 60 years. The US marketing team wanted to extend on initial success in influencer marketing by establishing an always-on influencer program that worked in tandem with other marketing endeavors. An ongoing network was created and then activated monthly to produce high-quality content for owned content channels. This network is optimized over time and extended at key moments to drive social awareness for product launches, events and ongoing conversation.  Attention will be paid in this talk to ROI and understanding how to drive both short and long term insights for the overall business.

A high-level and fun look at some issues in influencer marketing and how they can be fixed. Joe explores some easy steps and some not so easy truths about the influencer marketing business. 

Micro-influencers are receiving increased recognition for their critical role in effective influencer marketing. That’s because they reach a specialized audience, because their communities are highly engaged, and because they often hold more clout among their followers. The Motherhood has recognized and communicated the value of micro-influencers for more than 10 years -- well before influencer marketing became what it is today. This presentation will delve into the true value proposition that micro-influencers can offer brands, and will share best practices for communicating their value to clients and working with them effectively.

Using concrete data from leading international brands, we will present on how long-term influencer relationships improve overall marketing ROI and allow brands to enter new global markets with a sense of recognition, trust and loyalty. We have actively managed influencer relationships for multiple types of campaigns, including influencer events, newsletter content campaigns and long-term social media collaborations, allowing us to personally assess what has worked for brands and organizations like government. Our presentation will show the results of some of these campaigns, focusing on how a long-term, relationship-based approach to Influencer Marketing has improved ROI.

Content marketing is creating a content strategy (from content creation to amplification) geared towards influencing not only your potential customer but also people who can influence your potential customer. Content should thus thus be placed in the very center of any influencer marketing campaign. It's the most powerful way to draw influencers to your brand and then turn them into advocates. This session explains how.

There has been little research work done to date that digs deeper into better understanding how to optimize impact from influencer marketing and video content. gen.video and Geometry Global are unveiling the first ever results of a broad survey of more than 1,000 shoppers to aid brands and influencers on what types of content, which platforms and what level of audience size have the greatest impact on purchases. The study used traditional survey techniques, and advanced facial coding technology to observe respondents as they watched different types of influencer videos, including reviews, lifestyle and charitable to measure impact, brand engagement and purchase intent.

The influencer landscape is incredibly crowded and it only continues to overflow with more branded content. Unfortunately, it's filled with transactional engagements, miscast influencers, and a redundant oversaturation of content that all looks and performs the same. Now, more than ever, the only way that a brand can succeed in the digital space is to approach influencer marketing with a laser-focused strategy and plan of optimization. Supported by case studies showing the direct impact on brand's marketing goals, we will share the do's and the dont's of influencer marketing and reveal the one, almost magical, thing that the most successful brands are doing to win with influencers.

Brands and influencers are all over the map when it comes compensation. Some arrangements involve financial payments. Other arrangements involve in kind exchanges or payment in product. Still other situations have no compensation expectations. This talk explores the expectations of influencers and brands, and the differing arrangements. And how brands can approach influencers. 

Marketing has changed. Today, companies are spending more and getting fewer results. Why? While marketing has become an endless soundtrack of self-serving messages, people are turning to their social circles to get information they actually trust. This leaves brands scrambling to be heard. There is a way to break through the sound barrier: By building real relationships with enthusiastic customer advocates.. As these mutually-beneficial relationships grow, their stories become the human extension of a brand that disrupts the white noise. In this session you'll learn why advocate marketing is an attractive, budget-friendly complement to your existing Influencer portfolio, and walk away with a working understanding of the "Discover > Nurture > Mobilize" advocate marketing framework.

As influencers’ favorite social media channel, Instagram plays a vital role in a brand’s influencer marketing campaign. But that also depends on how well you’re able to execute your campaign. And if you want to find out how to execute a successful Instagram influencer marketing campaign, this presentation is for you. Discover some of the most effective tactics and steps involved in running an Instagram influencer marketing campaign to make sales. Learn about some of the best ways to look for relevant influencers and influential fans that can help you reach your campaign goals. And find out what kinds of campaigns are most effective for Instagram and how you can properly execute them to drive conversions to your site.