Winfluence with Jason Falls

Amanda Russell's new book, The Influencer Code - How to Unlock the Power of Influencer Marketing, is out now. You can find it on Amazon. She wrote the book because as a college professor at the University of Texas, and before that at UCLA, she felt like a college text on the topic was missing.

The book give good advice to businesses and brands and is well worth the read. Amanda and I share a lot in the way of philosophical groundings in influence marketing. You’ll hear that in our chat.

Amanda is another hybrid expert to talk to about this. She’s a fitness influencer in her own right, building her brand at fitstrongandsexy.com. Her fitness videos help her 80,000-plus YouTube subscribers, as well as others who follow her around the social web and on her site.

She also consults with companies who need help with influence strategies.

Hosted by Jason Falls, Winfluence is a production of Falls+Partners. Explore the ideas and get help putting them into practice at fallspartners.com. Winfluence is a proud member of MPN – The Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Rani Mani at Adobe formerly led that enterprise company’s influencer relations across company’s marketing department. But she was then promoted to take on the role of employee advocacy. Her role is to help Adobe employees to be the voice and face of the brand, much like the role of doing that with influencers.

This is a significant sign from one of the world’s most successful companies -- the person most in tune with influence was promoted to apply her expertise to employees. That’s a clear sign that Adobe considers employees influencers.

In this episode of Winfluence, Rani and I talk about the importance of employees as one of your channels of influence, but also how an enterprise company with both B2B and B2C products, as well as different business units with different influence needs manages the practice.

Hosted by Jason Falls, Winfluence is a production of Falls+Partners. Explore the ideas and get help putting them into practice at fallspartners.com. Winfluence is a proud member of MPN – The Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Fashion influencer Emily Ho has a unique perspective on influencer marketing. She's not only one herself, but leads influence and marketing campaigns for clients with her marketing agency. One battle she continually fights is influencer fraud. We dive in a bit to talk about the not-so-ethical influencers out there, how they hurt a brand's marketing and how to combat the practices.

If you haven't heard of comment pods as a brand, or influencer, you may want to pay special attention to this episode. If you're involved with one -- whether you know it or not -- you're not likely getting the most out of your influence marketing as you might think.

Emily and I explore her journey from marketer to influencer and back and even land on a great idea for influencer marketing software companies to build in an invigorating episode of Winfluence.

Hosted by Jason Falls, Winfluence is a production of Falls+Partners. Explore the ideas and get help putting them into practice at fallspartners.com. Winfluence is a proud member of MPN – The Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Scott Harward is an SEO, Pay-Per-Click and Affiliate Marketing guy. What does he have to do with influencer marketing? Well, he can not only help influencers understand how to better monetize their online presences, but report back metrics that brands care for most. He also works with brands and clients to help them design measurement strategies to prove the worth or programs like influencer marketing.

We talked about the measurement approach, affiliate marketing, ROI and more on an insightful episode of Winfluence.

Hosted by Jason Falls, Winfluence is a production of Falls+Partners. Explore the ideas and get help putting them into practice at fallspartners.com. Winfluence is a proud member of MPN – The Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Few people have as much experience in driving B2B influence marketing than Lee Odden. His company, TopRank Marketing, not only drives programs for some of the top tech companies in the world, but conducts an annual survey to report on the B2B space. TopRank’s latest research into B2B influencer marketing is out and very interesting.

Lee joins the show to dive into the survey responses and better quantify and qualify how business-to-business companies are using influencers and how other businesses can adjust to the state of the industry.

Hosted by Jason Falls, Winfluence is a production of Falls+Partners. Explore the ideas and get help putting them into practice at fallspartners.com. Winfluence is a proud member of MPN – The Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This is a special bonus episode. Many of you know I host a weekly live stream for Cornett called Digging Deeper that is also a podcast. Before we launched this show, Winfluence, we had a few interviews specific to influence and influence marketing I wanted to make sure were available to you here.

The first one of those I’ve pulled together is with author Neal Schaffer. His new book The Age of Influence, is a great resource for anyone wishing to understand influencer marketing from a process standpoint. From strategy to tactics, Neal shares the how tos and examples of those doing it well.

We talked back in June of this year and discussed the differences in his book and what will come in mine when Winfluence the book hits shelves in January. And Neal shared a lot of great insight into a lot of the ideas we discuss here on Winfluence -- the philosophical approach, where the different types of tools lie in the process, how to measure the effectiveness of influencer campaigns and beyond.

Neal has been cranking out great advice across the spectrum of social media and digital marketing for some time and our chat over on Digging Deeper was so good, I wanted to make sure you didn’t miss it. 

Hosted by Jason Falls, Winfluence is a production of Falls+Partners. Explore the ideas and get help putting them into practice at fallspartners.com. Winfluence is a proud member of MPN – The Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Pierre-Loic Assayag is the founder and CEO of Traackr, one of the more sophisticated influence identification platforms on the market. His technology analyzes influence not by reach, but by relevance, often surfacing influencers brands would never realize were worth reaching. As a global platform, Assayag also has insights into the differences in influencers and influence strategies in different markets.

In this episode of Winfluence - The Influence Marketing Podcast, we talked about the global variations on influence marketing, the advertising versus public relations philosophical debate and much more in an interesting discussion.

Hosted by Jason Falls, Winfluence is a production of Falls+Partners. Explore the ideas and get help putting them into practice at fallspartners.com. Winfluence is a proud member of MPN – The Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Michael Brito is one of the more experienced business-to-business (B2B) influence marketing practitioners in the world. He is the executive vice-president for the Zeno Group and has spent almost two decades building relationships for technology and SaaS companies in the Bay Area and around the world. Michael and I dive into some of the granularity he uses in finding influencers for his clients, but also what insights the influencers tell him that better informs his client’s overall marketing. We also talk about the challenges of using B2B thinking in the B2C space.

Hosted by Jason Falls, Winfluence is a production of Falls+Partners. Explore the ideas and get help putting them into practice at fallspartners.com. Winfluence is a proud member of MPN – The Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Onalytica evolved from the public relations and communications side of the marketing world rather than the advertising side. As you might expect, its head of product, Alistair Wheate has a decidedly comms-side view of the practice. I visit with him to tackle that difference, talk about how influencer tool algorithms work and beyond.

Hosted by Jason Falls, Winfluence is a production of Falls+Partners. Explore the ideas and get help putting them into practice at fallspartners.com. Winfluence is a proud member of MPN – The Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Sam Fiorella co-authored one of the first books on influence marketing in 2013. He then used that research and smarts to re-shape his agency to reverse engineer influence marketing using branded communities. These walled gardens give brands the opportunity to research and identify pain points in the consumer journey to know exactly who, what, why and how needs to be triggered to influence everything from consideration to purchase to loyalty. Get out your notebooks for a doozie of insights onslaught in this episode.

Hosted by Jason Falls, Winfluence is a production of Falls+Partners. Explore the ideas and get help putting them into practice at fallspartners.com. Winfluence is a proud member of MPN – The Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.