The Influencer Marketing Lab

Episode 24 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 Tom Augenthaler founder of 551 Media LLC and a B2B influencer marketing pioneer.

In this episode we discuss:

• How B2B Companies can outflank competitors through working with Influencers
• How R&D departments can work with influencers to see how their products will be used 'in the wild'
• Some of the decision-making differences between B2C and B2B influencer marketing
• The importance of integrated marketing communications programmes
• And we ask - isn't all marketing influence marketing?

Check out the Influencer Marketing Lab website 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 23 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 Dr Kathryn Murphy from Sheffield Hallam University.

In this episode we discuss:

• Kathryn's PhD charting Joe Sugg's rise from YouTube microcelebrity to mainstream star
• How his model to success could be used as a template for other influencers to follow
• The importance of authenticity, self-branding and networking 
• We ask can authenticity be performed strategically?
• And we look at the internet 'celebrification process' - Kathryn's word; not mine.

Check out the Influencer Marketing Lab website 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 22 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 Emma Harman, President of Whalar for EMEA. Whalar is a global award-winning technology-powered influencer agency that recently became a badged partner of TikTok. 

In this episode we discuss:

• Key advice for brands wanting to build successful and relevant TikTok influencer marketing strategies
• The differences between Instagram creators and TikTok creators
• Why the human-to-human connection of influencer marketing is so successful 
•  How creativity drives emotion. Emotion drives memory. Memory drives recall. And, recall drives sales. 
• And why Emma is on a mission to bring back the jingle.

At the end of the show, Emma also shares her personal long list of influencer marketing-related resources

Check out the Influencer Marketing Lab website 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 21 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 - Chris Godfrey and Alissa Khan-Whelan of Happy Yolk -  an integrated social, PR and design agency. 

Chris and Alissa are also two-thirds of the EggGang who alongside C.J.Brown knocked Kylie Jenner off her perch as the most liked picture on Instagram when in January 2019 they posted a picture of Eugene - the stock image of an egg. To date, their Instagram post has generated 54.8m likes. 

We talk about their Instagram egg post and: 

• Its commentary on internet celebrity
• The absurdity of vanity metrics
• Eugene's spotlight on mental health
• What lessons they learned from the experience

We also talk about:

• What makes Happy Yolk different as an agency 
• How to professionalise influencer marketing and
• What's coming next in the space.

Check out the Influencer Marketing Lab website for full show notes and related 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 20 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 Dominic Smales. Dom founded Gleam Futures in 2010. Over the course of the last decade  Dom, as CEO, grew his company into a multimillion-pound market leader pioneering the ‘digital first’ industry becoming synonymous with quality talent who were growing quality brands. Dom has recently exited the business to pursue new projects. 

In this episode we:

• Look to the past, the present and the future of influencer marketing and social talent. 
• Ask whether some influencer marketers have lost sight of their audiences' needs in the pursuit of campaign efficiencies
• Consider influencer-owned direct-to-consumer products
• Examine the widening gulf between reality TV stars and social media influencers 
• Discuss why the word influencer has vanilla-ised the discipline 

Check out the Influencer Marketing Lab website for full show notes and related 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 19 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 Max Osborne, co-founder of ThisThat, an insight company, that has created a fun surveying platform that successfully engages young audiences. In this episode they discuss:

• Brand uplift studies
• Exploratory studies
• The importance of building fun when surveying Gen Z to increase engagement rates
• How when ThisThat surveys are shared on social media they often generate a reach to response conversion 10x higher than traditional surveys
• The more insights an influencer marketing agency can amass for a brand the more strategic their role becomes - and the higher budgets they are able to command for their input
• How influencers are using ThisThat to better understand their own followers. Influencers then take these insights to better inform their brand pitches

Check out the Influencer Marketing Lab website for full show notes and related 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 18 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 Brendan Gahan, Partner and Chief Social Officer at Mekanism.

In this episode we discuss:

• How Brendan cut his teeth selling-in Smosh as an early YouTuber deal
• A day in the life at Mekansim as Chief Social Officer
• How shoppable live-streaming will be a key trend within influencer marketing
• The potential for Chinese-owned apps to displace Facebook and Instagram
• The George Foreman Grill-ification of the creator economy

Check out the Influencer Marketing Lab website for full show notes and related 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 17 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 friend of the Influencer Marketing Lab podcast - Mark Dandy, founder and managing director of Captivate Influence.

In this episode we discuss:

• Influencers in Dubai
• The UK government making headlines paying influencers
• Supply and demand factors pushing up influencer costs
• The widening gulf between an influencer as a credible, trustworthy voice versus a celebrity born on reality TV and the need for the influencer marketing discipline to create a lexicon that's fit for purpose to differentiate different elements that sit beneath the umbrella term: 'influencer'.

For full show notes and additional links visit the Influencer Marketing Lab website

👍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 16 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 Rahul Titus head of influence at Ogilvy.

Topics discussed in this episode:

• Why 2020 was such a pivotal year for the influencer marketing industry
• The growth of social commerce as part of an 'always on' influence plan
• Celebrities becoming more authentic and participative on socials
• Why 2021 is the year influencer marketers should be bold and show confidence in our discipline
• How influencer marketers can address the influencer pay gap. We dig into Rahul's six stages in the process to become part of the solution to an industry-wide problem
• The need to build a community of influencer marketers to shape the future of our discipline

Check out the Influencer Marketing Lab website for full show notes and related 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 15 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 Cody Eastmond senior director at Science Magic Inc.

In this episode we discuss:

• The importance of setting clear objectives and the many nuances of an increasingly sophisticated industry. 
• How consumers want to see themselves in brands and how influencers allow us to do that.
• We talk Nike, Burberry and Pharrell Williams' new skin-care line.
• Influencer marketing budgets are buoyant but client pressure is pushing for us to do more with the same amount of money.
• Why the UK and Europe are lagging behind the US in how they tackle issues around diversity and inclusion and what we can do to improve the situation. 

👍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.