Discover new and compelling data revealing the current state and future evolution of the practice of influencer marketing. With data from 102 enterprise brand leaders, this presentation gives you the know-how to push influencer marketing from campaign add-on to strategic game changer.

1. NAVIGATING
INFLUENCE 2.0:
THE FUTURE OF
INFLUENCER
MARKETING
T R A A C K R
Live webinar presenting key findings in
influencer marketing
@traackr #Influence2Live

2. OPTIMIZE YOUR
EXPERIENCE
I N F L U E N C E 2 . 0
B E S O C I A L
Share your POV #influence2Live @t raackr
E N A B L E P O P - U P S
S U B M I T
Q U E S T I O N S
T E C H I S S U E S ?

3. NAVIGATING TODAY’S PROGRAM
I N F L U E N C E 2 . 0
K I R K C R E N S H A W
Today’s Moderator
C MO, Traackr
@kirkcren
B R I A N S O L I S
Principal Analyst,
Altimeter Group
@briansolis
L E E O D D E N
C EO, TopRank
Marketing
@leeodden
S E T T I N G T H E S C E N E
F U T U R E T R E N D S
H U R D L E S & S U C C E S S FA C T O R S
Q & A
Key findings on the current state of influencer marketing
Shifting from “influencer marketing” to “influencer relations”
Key takeaways from B2B and B2C marketing change agents
Submit your questions throughout the program
Share your POV: #Influence2Live @t raackr

4. RESEARCH
METHODOLOGY
I N F L U E N C E 2 . 0
102 brand marketers and strategists
participated in a research study, led by
Traackr & TopRank Marketing, to evaluate
the current and future state of influencer
marketing in leading enterprises.
ENTERPRISE SIZE:
70% of respondents come from companies sized 1000+
48% of respondents come from companies sized 10000+
36% come from either Fortune 1000 or Global 500 companies
RESPONDENT LEVEL:
28% are CMOs or higher
50% are VPs or higher
81% are Directors or higher
A selec tion of t he brands t hat par ticipated in t he
Influence 2.0 study

5. THE CURRENT STATE OF
INFLUENCER MARKETING
I N F L U E N C E 2 . 0
1

6. INFLUENCER MARKETING IS STILL
AN EARLY ADOPTER CATEGORY
I N F L U E N C E 2 . 0
The data around t he prac tice represent s an untapped potential for enterprise organizations
43%
28%
24%
5%
31%
14%
48%
7%
Integrated Program Ongoing Program Campaign-driven Program Experimenting
49%
36%
11%
4%
ALL B2C B2B
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

7. INFLUENCER
MARKETING IS VIEWED
AS STRATEGIC
I N F L U E N C E 2 . 0
71% of brand marketers rate influencer marketing as a strategic or highly
strategic prac tice
Not strategic
5%
Somewhatstrategic
24%
Strategic
25%
Highlystrategic
46%
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

8. ITS CROSS-DISCIPLINARY NATURE
IS A CHALLENGE & AN OPPORTUNIT Y
I N F L U E N C E 2 . 0
Who engages with influencers?
0
21
41
62
Social Media Digital Marketing Brand/Product Advocacy Demand Generation PR AR Customer Care
84%
56%
28%
0%
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

9. THE IMPACT IS FELT
ACROSS CONTENT & SOCIAL
I N F L U E N C E 2 . 0
Where has influencer marketing been most impac tful?
Content Marketing
Social Media Marketing
Community Management
Media Relations
Advocacy
Reputation Management
SEO
CSR
Recruitment/Talent
0 17.667 35.333 530% 26% 52% 80%
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

10. WHAT IS YOUR IDEAL OUTCOME
OF INFLUENCER MARKETING?
P O L L Q U E S T I O N

11. 11
LIVE POLL RESULTS
I N F L U E N C E 2 . 0
What is your ideal ou tcome of influencer marketing?
Increase in revenue
Increase in brand awareness
Increase in customer retention/CSAT
Increase in brand advocacy
0 17.5 35 52.5 70

12. Brian Solis once
defined influence as,
“causing effect or
changing behavior.”
M u c h o f t h e p r a c t i c e t o d a y a c c o m p l i s h e s n e i t h e r.
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

13. THE FUTURE EVOLUTION OF
INFLUENCER MARKETING
I N F L U E N C E 2 . 0
2

14. INFLUENCE CAN DO MUCH MORE
THAN PROMOTE MESSAGES
I N F L U E N C E 2 . 0
10 GOALS OF INFLUENC ER MARKETING
Improve brand advocacy
Expand brand awareness
Reach new targeted audiences
Increase share of voice
Improve sales conversion
Manage reputation
Drive lead generation
Accelerated digital transformation
Improve customer satisfaction
Improve employee's influence 53%
63%
64%
67%
68%
74%
86%
88%
92%
94%
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

15. TAKING CHARGE OF
DIGITAL
TRANSFORMATION
I N F L U E N C E 2 . 0
CDO
15%
CIO/CTO
19%
CEO
27%
CMO
34%
CXO
5%
Which executive is leading
the digital transformation
initiative?*
*Source: The 2016 State of Digital Transformation, Altimeter Group
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

16. CUSTOMER EXPERIENCE: THE CATALYST
FOR CORPORATE INNOVATION
I N F L U E N C E 2 . 0
Understanding the evolution of behavior shapes your capacity to impac t ac tion
*Source: The 2016 State of Digital Transformation, Altimeter Group
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

17. INFLUENCE IS AN ALLY TO
CUSTOMER EXPERIENCE INITIATIVES
I N F L U E N C E 2 . 0
FUTURE INFLUENCER
MARKETING BUDGET
FOR THOSE WHO
SPEND MORE THAN
250K
FOR THOSE WHO
USE TECH
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

18. I N F L U E N C E 2 . 0
INFLUENCE IS,
IN ITS VERY
NATURE,
CROSS-
FUNCTIONAL.
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

19. EXPLORING TOP
CHALLENGES AND KEY
SUCCESS FACTORS
I N F L U E N C E 2 . 0
3

20. 19%
3%
23%
55%
9%
5%
19%
67%
Spend more Spend same Spend less I don't know
3%3%
16%
78%
INFLUENCER MARKETING IS
GROSSLY UNDERFUNDED
I N F L U E N C E 2 . 0
How much are you planning to spend on influencer marketing nex t year?
F U T U R E I N F L U E N C E R
M A R K E T I N G B U D G E T
F O R T H O S E W H O S P E N D
M O R E T H A N 2 5 0 K
F O R T H O S E W H O U S E
T E C H N O L O G Y
FUTURE INFLUENCER
MARKETING BUDGET
FOR THOSE WHO
SPEND MORE THAN
250K
FOR THOSE WHO
USE TECH
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

21. WHAT IS YOUR TOP CHALLENGE
FOR INFLUENCER MARKETING?
P O L L Q U E S T I O N

22. 22
LIVE POLL RESULTS
I N F L U E N C E 2 . 0
What is your top influencer marketing challenge?
Not enough resources
Limited ROI data available
Lack of tech to support mgmt
Lack of internal communication
Lack of exec support
0 17.5 35 52.5 70

23. TOP HURDLES FOR
B2B & B2C BRANDS
I N F L U E N C E 2 . 0
What are the key challenges to your prac tice of Influencer Marketing?
Not enough resources
Limited ROI data available
Lack of tech to support mgmt
Lack of skills to execute
No clear ownership internally
Lack of intenral communication
Lack of exec support
0 17.5 35 52.5 70
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

24. MAKING INFLUENCER MARKETING
STRATEGIC & SCALABLE
I N F L U E N C E 2 . 0
S TA R T W I T H B U S I N E S S G O A L S & O U T C O M E S
L AU N C H A P I L O T T O P R O V E VA L U E A N D E A R N B U Y- I N
W O R K W I T H T H E R I G H T TA L E N T
L AY T H E G R O U N D W O R K F O R “ A L WAY S - O N ”
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

25. “SAP’s influencer marketing
strategy is a case study in progress.
We are trying to focus our influencer
efforts in support of global
campaigns and programs.”
- Jim Dever, VP, Audience Marketing at SAP
I n f l u e n c e 2 . 0 i n a c t i o n : B 2 B K e y S u c c e s s F a c t o r s
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

26. PROVING THE INTERNAL VALUE OF
INFLUENCER MARKETING
I N F L U E N C E 2 . 0
S A P F E D E R AT E S V I S I B L E P R OJ E C T S T O E A R N C - L E V E L B U Y- I N
S A P P R I O R I T I Z E S A L WAY S - O N I N F L U E N C E R R E L AT I O N S H I P S
1 1 I N F L U E N C E R S G E N E R AT E D 1 7 % O F T O TA L S H A R E O F V O I C E F O R
S A P P H I R E T E C H E V E N T
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

27. “Everyone talks about it, gets the value, but
doesn’t understand the resources it takes to
get it done. They think it’s an add-on to
other things, but the benefits only come
when you build real relationships with these
people.”
- Laura Cleary, Senior Social Media Manager,
Travelocity
I n f l u e n c e 2 . 0 i n a c t i o n : B 2 C K e y S u c c e s s F a c t o r s
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

28. EVOLVING INFLUENCER MARKETING
TO BUILD RELATIONSHIPS
I N F L U E N C E 2 . 0
Tr a v e l o c i t y H a s B e e n D r i v i n g I t s P r o g r a m F o r T h r e e Ye a r s
Tr a v e l o c i t y B u i l d s R e l a t i o n s h i p s W i t h T h e P e o p l e W h o D r i v e I t s K P I s
I n T h e L a s t 6 M o n t h s , Tr a v e l o c i t y ’ s I n f l u e n c e r C o n t e n t G e n e r a t e d
1 6 0 % M o r e E n g a g e m e n t T h a n I t s O t h e r C o n t e n t S o u r c e s
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

29. Engage senior leadership to experience
the insights gleaned from influencers in
order to gain their buy-in
E N G AG E E X E C U T I V E S
Focus on federating initiatives that have
some level of visibility, i.e. use mini case-
studies
F E D E R AT E I N I T I AT I V E S
Align influencer performance with
business objectives and compare against
company benchmarks to show value
D E M O N S T R AT E VA L U E
Create meaningful, long-lasting
connections that result in mutually-
beneficial relationships
D E V E L O P R E L AT I O N S H I P S
Beware of campaign-level pitfalls, where
tactical programs recruit influencers and
then abandon them between campaigns
B E “ A L WAY S - O N ”
Act as change agents that drive
transformation with interdepartmental
collaboration
D R I V E C H A N G E
I N F L U E N C E 2 . 0 : K E Y S U C C E S S FA C T O R S
Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden

30. Q & A

31. T H A N K Y O U

32. ABOUT
TRAACKR
Traackr builds IRM technology that
ena bles brands to effec tively manage,
measure and scale influencer
strategies, while maintaining
authenticity.
To learn more a bout aligning influencers along the
customer journey and impac ting buying decisions
at each moment-of-truth, get in touch.
w w w . t r a a c k r . c o m

33. Altimeter, a Prophet company, is a
research and strategy consulting firm
that helps companies understand and
take advantage of digital disruption.
In 2015, Prophet acquired Altimeter
Group to bring forward-thinking
digital research and strategy
consulting together under one
umbrella, and to help clients unlock
the power of digital transformation.
w w w . p r o p h e t . c o m / a b o u t / a l t i m e t e r

34. TopRank Marketing is a respec ted
digital marketing agency serving
enterprise organizations with
integrated content and influencer
marketing solutions. As publisher of
an award winning marketing blog and
speaking internationally, TopRank
Marketing advocates and implements
holistic content marketing programs
that strengthen influencer
relationships, improve customer
engagement and increase brand
revenue.
w w w . t o p r a n k m a r k e t i n g . c o m