The Influencer Marketing Lab

Episode 54 of the Influencer Marketing Lab - a regular podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing.

#AD The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. Sponsorship does not influence editorial content. 

This week Scott Guthrie is in conversation with Alex North, Head of Media, Measurement and Analytics across EMEA at Whalar.

In this episode, they discuss:

• Whether measuring return on investment within creator marketing is evolving - and if so, how?
• Business metrics over vanity metrics
• How marketers can best help brands navigate choice and challenges in quantifying impact
• Measurement 'in the wild' digging into a case study
• A look over the brow of the hill to the future of measurement within our industry

Useful links

• Whalar website
• Whalar on LinkedIn
• Whalar Research - Creators Measure Up: Analyzing Their Impact on Results
• Influencer Marketing Code of Conduct
• Alex North on LinkedIn

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 53 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing.

#AD The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. Sponsorship has no influence on editorial content. 

This week Scott Guthrie is in conversation with James Baldwin Global B2B Influence Lead at Ogilvy. We spend most of our time digging into Ogilvy's new report -  Influencing Business: The Global Rise of B2B Influencer Marketing - where we learn key takeaways including: 

• 75% of B2B marketers are already working with influencers. Of those who aren’t, most are planning to do so starting soon.
• We also learn about the power of employee advocacy and of the regional nuances within the sector. 
• James also fills us in on some of his background including his time as an influencer in his own right creating a meme account lampooning golf stereotypes. 

The episode also name-checks two of James' colleagues. 

• Rahul Titus, Global head of Influence at Ogilvy was my guest on episode 16
• Imogen Coles, UK Influence Lead and Managing Partner at Ogilvy was my guest on episode 28. Imogen is a creator in her own right under the Instagram profile oneslowsunday

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 52 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing.

#AD The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. Sponsorship has no influence on editorial content. 

This week Scott Guthrie is in conversation with Steph Money, VP of Client Services at ThisThat - a measurement and evaluation influencer marketing firm (sort of ... Steph will explain why this descriptor is only partially correct). 

In this episode, we discuss:

• Being a rising star after ten years
• How intelligent naivety can cut through group think
• How measurement and evaluation can be put into harness for go-to-market strategies
• Showing the context behind the numbers when measuring awareness, consideration or conversion
• Performance can be amplified by effectiveness can't 
• Why the answer is never more data - data is the evidence needed to justify a recommendation
• Why effective measurement of influencer marketing will become fundamental 
• A call to standardise measurement within our sector

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 51 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing.

The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies.

This week Scott Guthrie is in conversation with Alice Audley, founder and CEO of bCreator -- a brand that you probably already know under its former name, Blogosphere.

In this episode, we discuss:

• The rebadging after a decade from Blogosphere to bCreator
• Why in-person, face-to-face events are so important to building relationships
• How we can ensure our category is effective without losing the essence of creator marketing
• Advice for female-founded, female-led businesses.
• And what to expect from the bCreator Awards

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 50 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing.

The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies.

This week Scott Guthrie is in conversation with Esme Rice, Worldwide Influencer Practice Lead at Mindshare. 

We talk about the professionalisation of the industry which has shifted within six years from a time when Esme had to battle with academics trying to dissuade her from focusing her degree dissertation on influencers to a sector moving to the heart of multi-channel, integrated marketing programmes.

We discuss the 

• Regional differences in the influencer marketing landscape
• Consumer behaviour towards virtual influencers in different parts of the world
• Near future of our channel

Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript. Don't forget to sign up for the companion newsletter The Creator Briefing - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 49 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies.

This week Scott Guthrie is in conversation with Sammy Albon, Senior Campaign Director at agency, What They Said. 

In this episode we discuss: 

• What authenticity means from the point of view of a creator and from a brand's point of view
• Why A is for authenticity and affinity. But why A is for All
• We talk de-influencing
• The benefits of long-term brand collaborations with creators
• How brands can effectively work with creators in their promoted media

Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

And sign up to Creator Briefing the weekly newsletter from Scott Guthrie providing a breakdown of all the major news from the creator marketing industry alongside his insight and analysis. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 48 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Verity Park, founder and CEO of TBH Talent and TBH Community. 

We discuss Verity's move from Gleam to start up two businesses: one nurturing emerging talent, the other working with established creators.

We talk TikTok Shop and also explore the dynamic tension between talent management companies and talent managing themselves. We examine the benefits and potential drawbacks of each.

Check out the Influencer Marketing Lab  for full show notes, related useful links and a transcript.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 47 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Ian Forrester, founder and CEO of DAIVID, an advertising research company building a ‘house of influencer insight’ proposition. 

We discuss influencer marketing's WHAT metrics of impressions, reach, likes, shares, comments, site visits and sales and then we explore why these should be augmented with the WHY metrics of attention, emotions and memory creation. Shifting data collection to insight learnings and improved effectiveness. 

Check out the Influencer Marketing Lab for full show notes and related useful links.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 46 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Abha Gallewale, global social strategy manager at sportswear brand, ASICS

In this episode we: 

• Discuss how ASICS puts athlete sponsorship contracts together which take into consideration content quality, not just medals won
• Consider the importance of ASICS's brand values guiding the sportswear firm 
• Explore measuring return on investment for the athletes’ work as brand influencers

This interview was recorded in May 2022. 

Check out the Influencer Marketing Lab  for full show notes and related useful links

And I want to hear your feedback. Google Influencer Marketing Lab podcast and either drop me a line or leave a voicemail message directly from the landing page.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 45 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Catherine Yeo - creator and author of new book - The Creator Revolution: How Today’s Creative Talents Are Shaping Our Tomorrow

In this episode we 

• discuss the seven characteristics of a creator
• examine Wikipedia's guidelines around notability and why this leads to fewer creators benefitting from their own Wikipedia pages
• ask whether the steam has gone out of the creator economy
• debate whether the future lies in tools or platforms?

Check out the Influencer Marketing Lab  for full show notes and related useful links

And I want to hear your feedback. Google Influencer Marketing Lab podcast and either drop me a line or leave a voicemail message directly from the landing page.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.