Winfluence - The Influence Marketing Podcast

Winfluence - The Influence Marketing Podcast

Want Instagrammers and YouTubers to mention your brand? Or do you want to influence an audience to buy your product? Winfluence - The Influence Marketing Podcast explores the world of influencer marketing from a strategic perspective to help your influence efforts align with driving business value. Host Jason Falls, author of the companion book Winfluence: Reframing Influence Marketing to Ignite Your Brand, interviews brand managers, agency strategists, software vendors and influencers themselves to uncover the art and science of influencing audiences to try, buy or think differently. There's a difference between using influencers and actually influencing. Discover that difference and explore both online and offline influence on Winfluence.

Episodes

June 20, 2022 34 min

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 aspirati...

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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 sha...

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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...

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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 awar...

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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 on...

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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 sensi...

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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 busin...

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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 wo...

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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...

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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 ...

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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 inflat...

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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 a...

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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...

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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 infl...

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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 effo...

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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 decorat...

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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 2...

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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 inf...

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This shouldn't come as a surprise to you, but I have a day job. At Cornett. It's an ad agency. And I love it there.

What may come as a surprise to you is Christy Hiler, the owner at Cornett, is very rare in the ad business. And by that, I mean less than one percent of all advertising agency owners are women. Read that one more time.

Yeah ... I know?!

Today, Christy is launching an industry change agent movement called Own It....

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I waxed poetic a couple of weeks back about the Metaverse. It is part of the larger grouping of new technologies and opportunities that fall under the umbrella of Web 3.0. The Metaverse, which is largely virtual worlds, is all about experiences. 

Then you have crypto currency, which my best explanation of is the coins and virtual currencies you might be used to earning in video games, only they’re tied to a real market value and act...

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