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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

35:26

A Cheaper, Faster Path to More Ideal Consumer...

Winfluence - The Influence Marketing Podcast ·

2022/07/05

The most overlooked facet of marketing execution across our industry is consumer research. The large brands and agencies swear by it. But the one-percent is just that: one percent. When you drop down to the lower end of the large brand spectrum, and then to medium brands and small businesses, consumer insights are seldom even talked about. Not enough businesses invest in consumer research. Not enough agencies sell it through the way they should. What replaces it for those who don’t invest in

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15:11

Understanding Affinity to Find Success with Influencers

Winfluence - The Influence Marketing Podcast ·

2022/06/27

The word affinity has a wide range of meanings. The core one is, a relationship by marriage. That’s according to Merriam-Webster. But it can also mean a similarity based on a relationship or causal connection. Which is to say the spectrum of the relationship can be strong. Or not so strong. I have an affinity for bourbon. But I also have an affinity for Hanson’s 1997 album Middle of Nowhere. I can live without one of those, so the affinity is different. And that is the underlying factor a good

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34:51

The Cocktail Party Method to Grow Your Own Influence

Winfluence - The Influence Marketing Podcast ·

2022/06/20

Let’s talk about building your influence. And I don’t mean growing your follower count on social networks. I mean really growing the number of people that you have some degree of influence over. Now, for some of you who want to build a following online or offline and have true influence. Perhaps you want to be content creator that does brand deals and gets paid to create on social media channels. Or maybe you have political aspirations. Or you just see the value in growing your audience or network

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24:08

How to Leverage CSR and PR Channels to Influence

Winfluence - The Influence Marketing Podcast ·

2022/06/13

I share a lot of my own opinions about influence marketing here on the show. But of course the meat of what we do here is mine the brilliant minds of our guests. I make no claim to be the know-all and end all to influence marketing. Sure, I have a perspective on the practice and industry I think is unique and expands your thinking about it. I believe that’s why you listen. And I thank you for that. But some of the people that I share ideas with behind the scenes are some awfully smart folks, too

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31:39

Expanding Your Reach�With or On Podcasts

Winfluence - The Influence Marketing Podcast ·

2022/06/06

If you’ve listened to Winfluence for any length of time, you know that for the influencers and content creators out there, I’m bullish on building and growing your owned content channels. Blogs, websites, email newsletters, podcasts … the properties where you own the content and the audience. As opposed to social networks where your content is on someone else’s website and the audience is not yours but theirs. So I typical recommend content creators consider starting a podcast. It’s a great way to

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41:44

What If We Have the Focus of Influencer Marketing All...

Winfluence - The Influence Marketing Podcast ·

2022/05/30

What if we have the formula for influencer marketing all wrong? What if all this organic content creation and brand collaborations is like driving the wrong way down a one-way street? I’m not throwing this out there as hyperbole. I mean it. What if we have it all wrong? Let’s deconstruct the construct for a minute. What we’re trying to do is persuade an audience to take action. We want them to buy or try our product, become more aware of what we’re doing or persuade them to think a certain way about

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29:53

The Insights Software That Finds What Influences...

Winfluence - The Influence Marketing Podcast ·

2022/05/23

The first social media conference I ever attended was a Search Marketing Expo event back in 2007 or 2008. While it was being put on by a search-focused company, it was all about social media. I thought it would be a good place to learn and listen and see if my ideas on this emerging space could hold water to others thinking about it. But because it was run by search folks, the roster of speakers included a bunch of SEO folks. And one of those was the founder of a little upstart company in Seattle

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17:45

What Metrics Should a Brand Ask for From Influencers?

Winfluence - The Influence Marketing Podcast ·

2022/05/16

At the end of this show each week, I invite you to ask me a question or present an influence marketing problem you might have and either email me about it, or even better, email me a voice recording so I can actually drop you asking it here on the show. So far, I haven’t had a lot of takers and that’s fine. Though, I will send you a signed copy of Winfluence the book if I use your question on the show. And no, my ego isn’t so sensitive that you can’t ask me to not sign it. I’m happy to just send

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38:45

Marketing and Influence in the Food, Restaurant, and...

Winfluence - The Influence Marketing Podcast ·

2022/05/09

There's no question the pandemic had and is still having a tremendous impact on the restaurant industry. In fact, as today’s guest points out, when you look at the history of how and why people use restaurants, the experience has changed. Rev Ciancio is a food and hospitality industry influencer. Yep … in the B2B space. He speaks at food and beverage industry conferences. He is a marketing and tech evangelist for the food business. He’s often engaged to consult with restaurants on developing their

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34:18

Is The Influencer Pay Gap Closing? And How Do We Tell?

Winfluence - The Influence Marketing Podcast ·

2022/05/05

According to The State of Influencer Equity report from IZEA, black creators on average make more than white influencers. But find a black creator that thinks that’s accurate and you might be the first. In fact, other studies and surveys show the influencer pay gap through the filter of race is still very far from equitable. But the influencer pay gap isn’t as simple as creators should be paid the same fee for the same work. Our world is not that easy. Yes, all things being equal, equal pay for

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33:43

Creating Influence in the Middle East

Winfluence - The Influence Marketing Podcast ·

2022/05/02

This is a special episode of Winfluence. I’m going to step aside and let you hear someone else guide a discussion about influence marketing. There’s another great show on the Marketing Podcast Network called The Endless Coffee Cup. Matt Bailey of Site Logic is the host of that show. He welcomes expert guests from all around the world on a variety of marketing and business topics. Matt and I have known each other since an event called Blogger Social back in 2008. He comes from the SEO segment of the

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39:24

A Deeper Dive into Gamers as Influencers

Winfluence - The Influence Marketing Podcast ·

2022/04/28

We learned on a recent episode of Winfluence that we’re all gamers. If you play Wordle, or 2048 or Solitaire on your phone, you’re considered a gamer. When you think of the label that way, and filter that label through the lens of influence and influencers, a stereotype is shattered a bit, right? Gaming is a $250 billion industry. The demographic of a gamer isn’t what you think. The demographic of the gaming audience isn’t what you think, either. One of the things about gaming I personally have had

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19:58

How to Find and Use CPM in Influencer Marketing

Winfluence - The Influence Marketing Podcast ·

2022/04/25

It could be the economy. Or opportunity. Or greed. But I’ve become fed up with the ever-increasing price tags influencers and content creators are putting on brand engagements. For you brands and agencies out there, I’m guessing you might be as well. In the most recent edition of my monthly email newsletter, I shared some tinkering I’ve been doing with ideas that might help us know when we’re being fleeced by an influencer’s inflated prices. It has involved posing and testing hypotheses around

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53:03

The Talent & Talent Manager Relationship

Winfluence - The Influence Marketing Podcast ·

2022/04/21

As you know here on Winfluence, we spend a good deal of time talking to influencers and content creators. We also have had the chance to dive into the talent management side of the industry and see the space from the angle of someone who is mindful of the creator’s business and the brand’s needs in interacting with them. On this episode, we have an interesting and rare treat. Molly Tracy is a talent manager who came from the brand and agency side of things only to go out on her own and start VRAI

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20:03

The Challenges of Influencer Discovery

Winfluence - The Influence Marketing Podcast ·

2022/04/18

Without question, the number one issue that brands and agencies have in the influencer marketing space is simply finding the right influencers to use for a campaign. While that might seem like a simple solution to solve for (there’s a whole industry of software companies with search algorithms meant to do so), typing a few characteristics into a search engine isn’t really a good solution, regardless of how complex the search engine’s algorithm is. But the issue with identifying the right

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28:30

Working with Celebrities and Celebrity Influencers...

Winfluence - The Influence Marketing Podcast ·

2022/04/14

My definition of an influencer is anyone who can motivate an audience to take action. Now, that’s a very broad definition. In fact, anyone can be an influencer (or more accurately, influential) under those criteria. But when it comes to differentiating between influencers, we have to split hairs. And one category where my hair-splitting axe comes out is the category of celebrities. I think there are two categories of celebrity influencers: Those who are celebrities and also have social media

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25:36

The App to Find Influence, Not Influencers, Within...

Winfluence - The Influence Marketing Podcast ·

2022/04/11

Can you think of a brand that has done something in marketing in the last few years, not just with influencers, but marketing overall, and they’ve immediately had to put out the fires of a PR crisis because their campaign was culturally insensitive? I mean, how can you not think of a few. From L’Oreal to Amazon to Disney … some of the biggest brands, and certainly even small businesses, have either been disingenuous supporting efforts like Black Lives Matter or Pride, or gone to far worse extremes

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41:04

Everything Influencers Need to Know About Email...

Winfluence - The Influence Marketing Podcast ·

2022/04/07

Too many content creators and influencers are building their homes on borrowed ground. And someday, the landlord may well swoop in and hand them an eviction notice. That analogy is actually a toned down version of reality, though. When an influencer or content creator puts all their content on Instagram, TikTok, YouTube or Facebook, they’re building their house on borrowed ground. When they build an audience there, they are decorating and investing in that house. And someday, the landlord may well

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51:15

The Best Advice for Influencers From An Experienced...

Winfluence - The Influence Marketing Podcast ·

2022/04/04

When you have the opportunity to learn from a seasoned professional, you should always take it. When I found out I could get Chris Gibson on the line to pick his brain as it were about being an online content creator, an influencer who has created a career over the last 15-plus years doing that kind of thing, I knew I had to jump at the chance. Chris is known as one of the world’s foremost skincare experts. He published a book in 2004 called Acne Free in 3 Days. He went on a multiple-year media

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30:50

A Frank Discussion About The Influence Marketing...

Winfluence - The Influence Marketing Podcast ·

2022/03/31

I’ve been working with and tinkering around on social media software, including influencer marketing platforms, for the better part of 20 years. I started cutting my teeth on content management platforms, social media management platforms … then in the late 2000s and early 2010s, I became somewhat established as having a degree of expertise with social listening platforms. For some time now, I’ve been demo-ing, testing and using influencer marketing software. As you know, I use Tagger. They are the

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