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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

33:33

The Essence of Tamar - A Fragrance and Long-Time...

Winfluence - The Influence Marketing Podcast ·

2020/12/16

Online influencers have evolved in the short 15-20 years that social media sites have been around. When I got into the industry in the mid-2000s, the notable people online were people who had authority and followers as bloggers, or were vote-jockeys on content promotion sites like Reddit and Digg. One of the first influential people in that world I made friends with was Tamar Weinberg. She had a popular social media and technology blog at Techipedia. Which is still active, by the way. She was one

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19:51

The Ultimate Personalization Strategy for Influencer...

Winfluence - The Influence Marketing Podcast ·

2020/12/11

There’s really no question that the more personal the relationship, the more powerful it is. In the business world, the big trend for everything from email marketing to e-commerce websites is personalization. In the influence marketing world agencies and brands hope to break through the inbox clutter and get influencers or media members to respond to their pitch. Personalization here is almost required because few media or influencers are going to respond to an email blast. You have to make that

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43:50

Advice for Influencers & Brands from an Original...

Winfluence - The Influence Marketing Podcast ·

2020/12/09

The world of influencer marketing in the context we typically think of it today dates back about 15 years or so to the emergence of blogs. Jeremy Wright co-founded and was the first CEO of B5 Media, one of the original blog networks that eventually sold for millions of dollars. He sees parallels and has advice for today's influencers based on his own experiences, but has also spent his professional time since leaving B5 Media on the agency side of things. Wright transitioned from influencer-blogger

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26:09

Evolving Influence Marketing Software Beyond Social...

Winfluence - The Influence Marketing Podcast ·

2020/12/04

AspireIQ is about to unleash a new version of its software that is an evolution with the market. The enterprise level software has been one of the great campaign management solutions out there that enables and agency or brand to discover, engage, manage and measure influencer partnerships. Its new version shifts the mindset from online influencers to anyone who can influence your audience. With plugins to e-commerce platforms like Shopify and customer databases, now you can manage content and

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32:05

The Sophistication of B2B Influence Marketing

Winfluence - The Influence Marketing Podcast ·

2020/12/02

There’s been an evolution in business-to-business (B2B) influence marketing lately. Both software companies and agencies are pushing the idea of brands creating influencers out of company executives. Mel Carson was an early company-based influencer, long before we were talking about all this. He was a digital evangelist at Microsoft in the mid-2000s whose whole job was to become known in the marketing and technology circles as a company spokesperson of sorts. Carson moved on from Microsoft to

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35:43

Breaking Down Trend, a Curated Influencer Marketing...

Winfluence - The Influence Marketing Podcast ·

2020/11/27

The landscape of influencer marketing tools is wide and varied. We’ve talked to some of the software company executives here on the show. The IZEAs, Onalyticas and Mavrcks of the worlds are large databases with a high-touch managed services that sit on top of them. I’ve used several of them and they’re great. There are others, like ApexDrop, that are more about product distribution and micro-influencer engagement. Still more are just do-it-yourself databases like HypeAudtior that help you find, but

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23:55

One Influencer's Superior Success Method

Winfluence - The Influence Marketing Podcast ·

2020/11/25

Aaron Anastasi has one of those faces you think is very familiar, but you can’t quite place it. Until you do. He’s a working actor who has played parts on shows like Bosch, 9-1-1 on Fox and others. But if you have ever searched YouTube for singing lessons, you definitely know him. Aaron is the creator of the Superior Singing Method, a training program and YouTube channel with almost half a million subscribers. That channel funnels people into a subscription program that has now taught almost 100,000

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26:28

The Primal Brain Science Behind Influence Marketing

Winfluence - The Influence Marketing Podcast ·

2020/11/20

Influencing people isn't just creativity and content mixed together. It's the by-product of the way our brains function. As we experience that content or creativity, hormones release into our system that make us feel safe, happy, sad, angry or any of the other range of emotions. People are subject to their own brain chemistry and cognitive reactions to their environments. When marketers and influencers understand how that works in their fellow humans, they can influence and persuade more

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39:28

Turning Executives into B2B Influencers

Winfluence - The Influence Marketing Podcast ·

2020/11/18

For years now, one business-to-business, or B2B, marketing tactic has been to build executives of the company up as thought leaders. Reframing that purpose you could argue what B2B companies have been doing for years is building their executives up as influencers in their industries. Carter Hostelley and his team at LeadTail have been building thought leadership for B2B clients for years, but with the longer-term play in mind of turning them into B2B influencers. He joined me on Winfluence to talk

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27:08

The Scoop on Influencer Marketing from the Industry's...

Winfluence - The Influence Marketing Podcast ·

2020/11/13

If there is a beat writer for the influencer marketing industry it has to be Joele Forrester from Talking Influence. Her whole job is to interview the movers and shakers, break the news about new software product launches and industry trends, analyze the implications of influencer unions and legal interpretations for the industry and beyond. And she does it brilliantly. Talking Influence exists to cover the influencer marketing space. The company behind it runs the Influencer Marketing Show and

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27:03

The Problem of Influencer Fraud And What To Do About It

Winfluence - The Influence Marketing Podcast ·

2020/11/11

A few weeks ago on the show, we talked to Emily Ho, the marketing strategist behind Authentically Social and a fashion influencer in her own right under the monicker Authentically Emmie. In that episode we talked about influencer fraud, comment pods, buying followers and the like. I even mused, “When is someone going to create a software to detect comment pods?” Well, low and behold, I found one that not only has, but started its entire life as a tech startup to do just that for businesses and

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32:45

How Influencers and Brands can Drive Dollars

Winfluence - The Influence Marketing Podcast ·

2020/11/06

We’ve talked about a handful of books on influencer marketing here on Winfluence. While we await the publishing of Winfluence (the book) in early 2021, Jason Falls couldn’t help having more great discussions with smart people in the space, even other authors. Justin Blaney is a professor at the University of Washington and the chief innovation officer at Principal Advantage, a lead-generation firm based in Seattle. He and his co-author, Kate Fleming, who is a skin care influencer as well as a

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30:43

The Social and Influence Marketing Magic of Kroger

Winfluence - The Influence Marketing Podcast ·

2020/11/04

Kroger was the first company to launch a branded TikTok challenge. They have also successfully engaged influencers for events like Hispanic Heritage Month and partnered with publishing platforms like Funny or Die to product share-worthy online content. But the brand also has built incredible social media success in its own right and much of all that success can be linked to Casey Smith. She is the social media manager for influencer and publisher strategy at the Cincinnati-based company. Smith

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24:28

Monetizing Video Content for Influencers and Brands

Winfluence - The Influence Marketing Podcast ·

2020/10/30

If you’re not doing video today online, you’re not getting much traction. And that goes for brands, but also for influencers. Video content is more engaging. It draws people in, makes them stop in their feed and pay attention. P.J. Taei is the founder of UScreen. His platform provides just that -- a place for influencers and brands to house video content that can only be accessed through a fee … either one-time or a subscription based access model. He knows a lot about video marketing and the

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34:49

How Big Agencies and Brands Handle Influencer Marketing

Winfluence - The Influence Marketing Podcast ·

2020/10/28

Few people have been intimately involved in the influencer marketing industry since before it was called influencer marketing. Crystal Duncan is one of them. An early hire at IZEA before it because the behemoth influencer marketing platform, she is now the Senior Vice-President for Influencer Marketing at Edelman, the world's largest public relations firm. Crystal joined Jason Falls on Digging Deeper, his other podcast, before Winfluence launched. This replay of that interview illustrates her

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40:31

Tapping Into Twitch - An Influence Marketing Goldmine

Winfluence - The Influence Marketing Podcast ·

2020/10/23

As of February of 2020, Twitch has 3.8 million unique broadcasters. As of March, it registered an average of 1.44 million concurrent viewers … that’s 1.44 million people watching all at the same time … on AVERAGE. So, if you haven’t yet explored Twitch as both a viable platform for reaching consumers via advertising or as a place rich with influencers and opportunities for collaboration, this episode will help. Mitch Canter is an active Twitch user but also an experienced digital marketer and

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52:03

Can Influence Marketing Save Broadway and The Arts?

Winfluence - The Influence Marketing Podcast ·

2020/10/21

Can influence marketing save broadway? Or how about arts organizations in general? Save might be an inappropriate word. Certainly, COVID and the pandemic restrictions of 2020 have had a huge financial impact on the arts, as would any economically challenging time. And broadway theatres, along with arts centers, theatres, community troops and groups are going to have to resort to some scrappiness in the coming year to get re-established. Is Influence marketing the key? Sam Maher started Yes Broadway

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48:33

Is Influencer Marketing Just Bullshit?

Winfluence - The Influence Marketing Podcast ·

2020/10/16

Carlos Gil’s latest book is called The End of Marketing. In it, and in this podcast episode, he claims Influencer Marketing is Bullshit. This is ironic coming from someone who not only advises companies and brands in the marketing space -- where influencers are a hot channel for discussion -- but has built a bit of a career as an influencer in his own right. Carlos and I have sparred on a topic or two over the years. He’s an instigator and a disruptor and often brings a bit of a contrarian

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44:02

Cracking the Influencer Marketing Code

Winfluence - The Influence Marketing Podcast ·

2020/10/14

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

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26:04

Leveraging Employees as Influencers - Insights from...

Winfluence - The Influence Marketing Podcast ·

2020/10/09

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

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