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PODCAST

Winfluence - The Influence Marketing Podcast

There"s a different in having TikTokers and Instagrammers post about your brand and actually driving influence. Welcome to Winfluence - The Influence Marketing Podcast, where we explain the difference and help your brand shift from influencer marketing to influence marketing. Hosted by industry expert Jason Falls, acclaimed author of "Winfluence: Reframing Influence Marketing to Ignite Your Brand," this podcast takes you on a strategic journey through the world of influence marketing. Jason"s wealth

business marketing

All Episodes

10:01

Guess What's Killing Influencer Marketing? Influencers.

Winfluence - The Influence Marketing Podcast ·

2021/05/03

There is a force at play in the influencer marketing space that puts the entire industry in danger. If that force isn’t reckoned with, and soon, the practice of leveraging individual content creators with attractive audiences on social networks for brands will die. This particular group isn’t killing influencer marketing intentionally, mind you. But they’re treating the space we all know and love as a money grab, rather than a way to build a sustainable business. For all the talk they spout about

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30:07

Taking a Multi-Tiered Approach to Influencer Engagement

Winfluence - The Influence Marketing Podcast ·

2021/04/30

What’s the sexiest medical device you can think of? I recently discovered that eyeglasses are technically considered a medical device. And that puts them squarely in the crosshairs of style and fashion. Marissa Cundiff is the vice-president of marketing for Kenmark Eyewear, a manufacturer that supplies some of the most recognizable sunglass and eyeglass collections in the world. Vera Wang. Lilly Pulitzer. Gemma Styles and the list goes on. They do both their own brands and collaborations like all of

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39:20

An Influencer's Take on the SAG-AFTRA Influencer...

Winfluence - The Influence Marketing Podcast ·

2021/04/28

Last month the Screen Actors Guild and American Federation of Television and Radio Artists or SAG-AFTRA in the trade, unveiled a plan to account for influencers in its union. My initial take was applause for the move because it meant that an influencer or content creator now had at least a path to health benefits and pensions they don’t normally have as independent entities. As it turns out, the promise had some good sizzle, but not enough meat. Patrick Janelle is a lifestyle influencer and also

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12:04

When it Comes to Reporting on Influencer Fraud, Words...

Winfluence - The Influence Marketing Podcast ·

2021/04/26

Words matter. Perhaps now more than ever. Why? Largely because the proliferation of information and content has forced all of us into attention deficit disorder consumption. We skim. We thumb scroll. We let our short attention span perceptions shift our understanding of the world around us without stopping to think. So words matter. If you see a headline that says “more than half of instagram influencers engaged in fraud” you probably don’t have the time or interest to read the story. You assume the

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33:44

The Future of Monetizing Live Content

Winfluence - The Influence Marketing Podcast ·

2021/04/23

The world of live is taking over social media. There are hundreds, if not thousands of live stream programs happening all across Facebook, Instagram, YouTube, Twitter and LinkedIn. Add to that SnapChat, TikTok and now Amazon Live, then add in the live stream platforms like Twitch, Only Fans and beyond. What’s hot is what’s live. In case you didn't know, I host a live stream interview show more broadly focused on marketing and creative practitioners with my team at Cornett on Tuesday mornings at 11

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24:28

The Perfect App to Make Customers Your Influencers

Winfluence - The Influence Marketing Podcast ·

2021/04/21

What if I told you that you didn’t need to use influencers to grow your brand? At least not the way we often think of influencers. Imagine you could get people to endorse and post about your brand online without spending a dime and without giving away product? Sam Malone has figured out how to do that. He is the founder and CEO of Guru Club. It started out as an exclusive, invite only influencer marketing network. A marketplace of sorts. But Sam and his team quickly figured out that traditional

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10:32

Influence is Not a Static Quality

Winfluence - The Influence Marketing Podcast ·

2021/04/19

I’m exploring something new on this episode of the podcast. Each Monday, as I have the time to do so, I’m going to post a shorter episode that isn’t an interview, but my take on an issue within influence and influence marketing that has been on my mind. In some cases, like today, the topic is going to be inspired by something I’ve written, either at JasonFalls.com, on Entrepreneur.com or elsewhere. In some cases, it will be one of my fun rants about a given thing. The thought process here is to

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31:50

The Strength of Regional and Targeted Influence

Winfluence - The Influence Marketing Podcast ·

2021/04/16

It’s been a bit since we’ve talked to an influencer about their journey, their approach to monetization and their advice for brands and other influencers on how to do this influence thing. Today, we’re going to spend some time with Heather Watson. She’s the person behind Her Kentucky. Yeah, I asked Heather to come on the show because she’s in my neck of the woods as we say around here, so she’s top of mind. We’ve collaborated a couple of times for some brands here in bluegrass … heck, it turns out

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38:13

What in the World is Up with CGI Influencers?

Winfluence - The Influence Marketing Podcast ·

2021/04/14

We’ve probably over-done the conversation on this show lately about fake influencers -- at least in the context of those who fraudulently buy followers and engagement to appear more influential than they really are. But there’s another kind of fake influencer out there that is potentially more frightening than the first. In case you aren’t aware, there is an emerging niche within influencer marketing of literally fake influencers … avatars. CGI-manufactured versions of what appear to be people. I’m

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24:10

The Reality of Fighting Influencer Fraud

Winfluence - The Influence Marketing Podcast ·

2021/04/09

We’re up to over 60 episodes of this podcast since it shifted to be totally focused on influence marketing and in that span we’ve talked to a lot of the executives at various influencer marketing software platforms. We asked many of them point-blank questions about how they’re dealing with influencer fraud. Most of them put on their sales hat, telling us how their proprietary thingamabob has a transverse positive quotion in the 98th percentile of whatchamajigger or some such nonsense. When I asked

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28:42

Influencer Marketing Strategy from a Global Perspective

Winfluence - The Influence Marketing Podcast ·

2021/04/07

There are a handful of books in the market now about influencer marketing, beyond my humble entry into the space. We’ve talked to Neil Schaffer and Amanda Russel who both have books out on the topic. A few episodes back, we even spoke to the Professors -- Joyce Costello and Sevil Yesiloglu, who edited the first known college text on the topic. Gordon Glenister has thrown his offering into the mix, now too. His book is called Influencer Marketing Strategy and in it, he sources perspectives on the

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26:58

Discovering the Next-Level of Influencer Audience...

Winfluence - The Influence Marketing Podcast ·

2021/04/02

If you look at what is happening with the upper echelon of social media content creators --- influencers if you will --- they’re beginning to seize opportunities to return to the older mediums. Vikrant Mathur is facilitating that return. His company Future Today partners with high-volume YouTubers and content creators to build branded apps for distribution along channels most people consume on their home televisions as opposed to mobile devices or computers. Think about all the apps you probably

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30:10

What a Hollywood Actress has to Say About Influencers

Winfluence - The Influence Marketing Podcast ·

2021/03/31

Kelsey Formost spent a decade or so in an out of movies and television. She was in a film with Zac Ephron, had a guest spot on Modern Family, was also a successful screenwriter in show business as well. Today, she’s the director of content strategy for Tagger, an end-to-end influencer marketing solution. It was that perspective of a successful Hollywood actress that begged me to ask her what she thought of the fame-monger, wanna-be influencers—the kind that buy followers and engagement just to get

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30:29

Exploring the Mechanism of Influencer Talent Management

Winfluence - The Influence Marketing Podcast ·

2021/03/26

The world of talent management can seem a little unsettling if you don’t understand its function. I know the first time I ever reached out to an influential person online and was passed off to an agent-type, it was kind of a turn off. But as I grew to understand the role of a talent manager — to handle the busy work of influence as a business and let the creator do what the creator does well — I realized talent manager serve a valuable function in the ecosystem. Now, you might think that talent

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35:56

The Professors Behind Influencer Marketing's First...

Winfluence - The Influence Marketing Podcast ·

2021/03/24

Yet another signal that the influencer marketing space is growing and maturing has emerged. The practice now has its first dedicated college text. The aptly named Influencer Marketing published in November and is edited by professors Sevil Yesiloglu and Joyce Costello, both of whom originally connected as lecturers at Bournemouth University in the United Kingdom. Unlike the influencer marketing books you typically find in the business section of your local bookstore or on Amazon, this text is a

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36:18

Creating Influence Marketing's First Brand Review Site

Winfluence - The Influence Marketing Podcast ·

2021/03/19

If you've ever talked to an influencer at length about working with brands you inevitably hear horror stories of being asked to work several hours to create great content only to be offered free product samples as payment. That, coupled with the more insidious problem of unfair pay among races and genders and the influencer marketing industry is just screaming for some equilibrium. Enter Lindsey Lee, a former model and workwear fashion influencer who was fed up up with brands undervaluing the

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34:25

The Power of Empathy in Brand Storytelling

Winfluence - The Influence Marketing Podcast ·

2021/03/17

What do you think of when you hear the word “empathy?” The definition of the word is the ability to understand and share the feelings of another. Now, some might equate empathy with psychology and touchy-feely emotional moments. But would you believe that empathy can actually drive better business results? It can even drive more successful influence marketing. Sarah Panus is a veteran brand and social media marketer. She spent years on the digital team at Sleep Number and not long ago spun off on

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32:29

The Advantage of White Lists and Dark Posts for...

Winfluence - The Influence Marketing Podcast ·

2021/03/12

At Winfluence, we like to talk to people who have multiple perspectives on the influencer marketing space. Someone who is an influencer but who also does marketing consulting and understands having to select and manage other influencers for brands. Or someone on the brand side who makes those decisions, but is also an influencer for some interest of theirs. Kelly Olexa brings more than a couple of perspectives to the table. She is probably best known for starting Fitfluential, the first real

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35:12

How to Get Hyper-Local with Influence Marketing

Winfluence - The Influence Marketing Podcast ·

2021/03/10

You could argue that one communications discipline that has changed more than others as a result of the world of social media is public relations. is a PR pro who came to the profession at the dawn of the digital area. He is a digital strategist for Golin, one of the larger public relations firms in the U.S. He and I chatted about the media landscape, why some public relations professionals are still not hip to the whole social media or influencer marketing game, what the mainstream media’s problem

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32:26

The Refreshing Transparency Billion Dollar Boy Brings...

Winfluence - The Influence Marketing Podcast ·

2021/03/05

Billion Dollar Boy, an influencer marketing agency based in both the U.K. and U.S., publishes the pay rates of its influence campaigns broken down by ethnicity on its website. This bold act of unabashed transparency is a stark flag in the landscape of an industry challenged by the influencer pay gap and how influencers of color are treated by agencies and brands. CEO Edward East joins Winfluence to explain why his firm is so open about what CPMs and the like it pays broken down by race. We also

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