Influencer Marketing: Google Changes The Game by @DanCristo

Daniel Newman

I hear a lot of buzz about influencer marketing — how it has evolved, how it comes in different flavors and how brands are using it — but I never hear anyone talk about Google’s plans to change it… dramatically!

An emerging channel

googleWhen brands first began to capitalize on the power of influencer marketing, they tried to do so with casual and subtle efforts that often included complimentary products or other perks. Moreover, they usually kept their efforts “under the radar.” Traditional blogger outreach programs are a good example of this, where brands would give product samples to bloggers in exchange for a blog post or two.

But traditional blogger outreach has changed considerably. Large blogger communities like TriberrSverve and TapInfluence have evolved into transparent marketplaces where influencers and brands can collaborate to develop content and get the word out. Such marketplaces allow influencers to post their offerings, audiences and pricing so that brands can select the profiles that best align with their needs.

(Full disclosure: Seeing the early shift from blogger outreach to influencer marketing a few years ago, I helped Triberr migrate the platform in that direction.)

$285 Bid

Despite the evolution of influencer marketing thus far, it’s still an emerging channel. We’re just starting to recognize its full potential impact. Today, many brands use it for micro-campaigns here and there; but, I believe influencer marketing will evolve into a core digital marketing channel for content creation and distribution. In fact, I wouldn’t be surprised to see its evolution follow the same trajectory that search marketing did.

Why will this happen? Two reasons:

Reason #1: The playing field is ready

Influencer marketing will evolve into a core marketing channel in part because of existing market conditions.

First off, the social web is on fire! Millions of people participate in online communities, and their numbers continue to grow. As members of different online communities, many individuals cultivate a personal following online. Today, someone could easily have 100,000 followers on Twitter, or receive 200,000 views a month on their food blog. These are the new celebrities that brands want to work with. This massive and rapidly growing talent pool will help fuel the growth of influencer marketing.

At the same time, we live in a world where influence is constantly being measured online. In fact, at this very moment, companies like Klout, Kred and PeerIndex are sorting through millions of social actions, scoring people on how influential they are. These scores will help influencer marketing evolve by making the channel more scalable. In some ways, influencer marketing is really the next phase of social.

Granted, most people don’t care what their influence score is, but brands do — or at least they should, as consumers are losing trust in brands. According to a study done by Nielsen that measures consumer trust by marketing channel53% of all consumers do not trust TV advertisements.

Yet, as you can see in the Nielsen Global Trust Survey below, 70% of consumers trust other consumer opinions posted online, and 92% trust recommendations from people they know. These friends and fellow consumers are influencers who are changing purchase behavior.

Given that, every brand manager reading this article should be asking themselves, “How do I get these influencers to talk about my product more online?”

Clearly, the lack of consumer trust in brands is another market condition that will help drive the growth of influencer marketing into a core channel.


Reason #2: Google’s bebut of a new player — influencer ads

The growth and adoption of influencer marketing will also be driven by Google and their plans toroll out advertising based on Google+. I think this could dramatically escalate the evolution of this channel into a core discipline.

In a patent entitled, “AdHeat Advertisement Model for Social Network,” Google reveals that their new advertising model won’t be based on keywords and the same old sidebar ads we’ve grown to hate on sites like Facebook, etc. Instead, the new model will capitalize on influencers.

Filed in 2009, and updated in 2012, the patent indicates that the new model will enable brands to target influential people on Google+, offering them a revenue share in return for advertising/pushing content to their followers on behalf of a brand.

In other words, while Facebook continues to display ads onto smaller screens, Google is connecting brands with influencers who will be paid to distribute brand content. This is the very heart of influencer marketing, and is probably the biggest marketing opportunity of this decade.

On the organic side, influence has already begun to erode long-standing SEO practices. Today, there is a growing importance on “who” is sharing you content, while on-page keyword optimization and in-bound links take a back seat to social sharing.

What’s old is new, as SEOs will need to dust off their old relationship management skills to find and work with these social influencers at scale.

Are you ready?

Trust me, influencer marketing will continue to evolve into a core marketing channel — and sooner than you think. But you don’t have to wait for it to arrive; you can start preparing for it today. Below are a few tips to help you get ready:

1. Build your foundation with customer profiles

Remember, influence is relative — Oprah may be highly influential to middle-aged women, but not so much to young men. To understand the type of influencers you need to rank for your desired keyword or to make your content go viral, you first need to know your customer — what they like, who they know and where they spend time online.

Fortunately, the social networks and data aggregators have already compiled this type of information for you. All you need to do is give consumers a reason to log in to your site with their Facebook, Twitter, Google+ or LinkedIn profile, and you’ll have access to much of their profile information. Once you start building customer profiles, you can begin to mine them for common interests, likes, and behaviors. Your findings will help you identify the attributes of those who are most relevant and influential to your target demographic.

2. Strengthen your content marketing team

While it is essential to target the right influencers for your campaign, your effort won’t get very far without great content. Keep in mind that your targeted influencers are people who make a living off their reputation and earned trust.

They won’t endorse content that is low budget, low quality or churned out by an intern or meme-generator. Given that, you should work to improve your content marketing program now. This will help you produce great material your influencers will want to share with their following. Alternatively, you can have the influencer create the content. But either way, you need a solid content strategy.

Below is the framework I use:

  • Ideation: Research, planning and storytelling
  • Development: Brand created- or influencer-created content
  • Optimization: Ensure content sees maximum reach and engagement
  • Distribution: Share and syndicate
  • Reporting: Track engagement and performance

The sooner you have the tools and processes in place to execute a successful content marketing campaign, the better positioned you’ll be when you start to integrate influencer support into each step of your effort.

3. Don’t be shallow — Pick quality talent

The deepest relationships are often the best, and this holds true for influencer marketing. Strive to foster a deeper level of engagement with your influencers. The best type of influencer is the brand ambassador — someone who fully represents your brand to their audience. Think of howRackspace partnered with Robert Scoble to be their Startup Liaison Officer. You will gain a lot more value from having a team of bloggers, YouTubers or G+ers who are proud to represent your brand to their audience than you would from buying a few likes on Fiverr.

Influencer marketing is more than a hot topic — it’s is an important and emerging channel. And now that Google is getting into the game, you can bet it will evolve rapidly. Soon, it will touch everything! But are you ready to talk to influencers? More importantly, are you ready for influencers to talk about you? Follow the above tips and start getting ready today.

How are you using influencer marketing today? Have any influencer marketing tips? Share them here!

Image credit: Shutterstock

This post was originally featured on and can be found here. It has been republished here with express permission from the Author. 



About Daniel Newman

Daniel Newman serves as the Co-Founder and CEO of EC3, a quickly growing hosted IT and Communication service provider. Prior to this role Daniel has held several prominent leadership roles including serving as CEO of United Visual. Parent company to United Visual Systems, United Visual Productions, and United GlobalComm; a family of companies focused on Visual Communications and Audio Visual Technologies. Daniel is also widely published and active in the Social Media Community. He is the Author of Amazon Best Selling Business Book "The Millennial CEO." Daniel also Co-Founded the Global online Community 12 Most and was recognized by the Huffington Post as one of the 100 Business and Leadership Accounts to Follow on Twitter. Newman is an Adjunct Professor of Management at North Central College. He attained his undergraduate degree in Marketing at Northern Illinois University and an Executive MBA from North Central College in Naperville, IL. Newman currently resides in Aurora, Illinois with his wife (Lisa) and his two daughters (Hailey 9, Avery 5). A Chicago native all of his life, Newman is an avid golfer, a fitness fan, and a classically trained pianist

Recommended for you:

13 Scary Statistics On Employee Engagement [INFOGRAPHIC]

Jacob Shriar

There is a serious problem with the way we work.

Most employees are disengaged and not passionate about the work they do. This is costing companies a ton of money in lost productivity, absenteeism, and turnover. It’s also harmful to employees, because they’re more stressed out than ever.

The thing that bothers me the most about it, is that it’s all so easy to fix. I can’t figure out why managers aren’t more proactive about this. Besides the human element of caring for our employees, it’s costing them money, so they should care more about fixing it. Something as simple as saying thank you to your employees can have a huge effect on their engagement, not to mention it’s good for your level of happiness.

The infographic that we put together has some pretty shocking statistics in it, but there are a few common themes. Employees feel overworked, overwhelmed, and they don’t like what they do. Companies are noticing it, with 75% of them saying they can’t attract the right talent, and 83% of them feeling that their employer brand isn’t compelling. Companies that want to fix this need to be smart, and patient. This doesn’t happen overnight, but like I mentioned, it’s easy to do. Being patient might be the hardest thing for companies, and I understand how frustrating it can be not to see results right away, but it’s important that you invest in this, because the ROI of employee engagement is huge.

Here are 4 simple (and free) things you can do to get that passion back into employees. These are all based on research from Deloitte.

1.  Encourage side projects

Employees feel overworked and underappreciated, so as leaders, we need to stop overloading them to the point where they can’t handle the workload. Let them explore their own passions and interests, and work on side projects. Ideally, they wouldn’t have to be related to the company, but if you’re worried about them wasting time, you can set that boundary that it has to be related to the company. What this does, is give them autonomy, and let them improve on their skills (mastery), two of the biggest motivators for work.

Employees feel overworked and underappreciated, so as leaders, we need to stop overloading them to the point where they can’t handle the workload.

2.  Encourage workers to engage with customers

At Wistia, a video hosting company, they make everyone in the company do customer support during their onboarding, and they often rotate people into customer support. When I asked Chris, their CEO, why they do this, he mentioned to me that it’s so every single person in the company understands how their customers are using their product. What pains they’re having, what they like about it, it gets everyone on the same page. It keeps all employees in the loop, and can really motivate you to work when you’re talking directly with customers.

3.  Encourage workers to work cross-functionally

Both Apple and Google have created common areas in their offices, specifically and strategically located, so that different workers that don’t normally interact with each other can have a chance to chat.

This isn’t a coincidence. It’s meant for that collaborative learning, and building those relationships with your colleagues.

4.  Encourage networking in their industry

This is similar to number 2 on the list, but it’s important for employees to grow and learn more about what they do. It helps them build that passion for their industry. It’s important to go to networking events, and encourage your employees to participate in these things. Websites like Eventbrite or Meetup have lots of great resources, and most of the events on there are free.

13 Disturbing Facts About Employee Engagement [Infographic]

What do you do to increase employee engagement? Let me know your thoughts in the comments!

Did you like today’s post? If so you’ll love our frequent newsletter! Sign up here and receive The Switch and Shift Change Playbook, by Shawn Murphy, as our thanks to you!

This infographic was crafted with love by Officevibe, the employee survey tool that helps companies improve their corporate wellness, and have a better organizational culture.


Recommended for you:

Supply Chain Fraud: The Threat from Within

Lindsey LaManna

Supply chain fraud – whether perpetrated by suppliers, subcontractors, employees, or some combination of those – can take many forms. Among the most common are:

  • Falsified labor
  • Inflated bills or expense accounts
  • Bribery and corruption
  • Phantom vendor accounts or invoices
  • Bid rigging
  • Grey markets (counterfeit or knockoff products)
  • Failure to meet specifications (resulting in substandard or dangerous goods)
  • Unauthorized disbursements

LSAP_Smart Supply Chains_graphics_briefook inside

Perhaps the most damaging sources of supply chain fraud are internal, especially collusion between an employee and a supplier. Such partnerships help fraudsters evade independent checks and other controls, enabling them to steal larger amounts. The median loss from fraud committed
by a single thief was US$80,000, according to the Association of Certified Fraud Examiners (ACFE).

Costs increase along with the number of perpetrators involved. Fraud involving two thieves had a median loss of US$200,000; fraud involving three people had a median loss of US$355,000; and fraud with four or more had a median loss of more than US$500,000, according to ACFE.

Build a culture to fight fraud

The most effective method to fight internal supply chain theft is to create a culture dedicated to fighting it. Here are a few ways to do it:

  • Make sure the board and C-level executives understand the critical nature of the supply chain and the risk of fraud throughout the procurement lifecycle.
  • Market the organization’s supply chain policies internally and among contractors.
  • Institute policies that prohibit conflicts of interest, and cross-check employee and supplier data to uncover potential conflicts.
  • Define the rules for accepting gifts from suppliers and insist that all gifts be documented.
  • Require two employees to sign off on any proposed changes to suppliers.
  • Watch for staff defections to suppliers, and pay close attention to any supplier that has recently poached an employee.

About Lindsey LaManna

Lindsey LaManna is Social and Reporting Manager for the Digitalist Magazine by SAP Global Marketing. Follow @LindseyLaManna on Twitter, on LinkedIn or Google+.


Recommended for you:

Amazing Digital Marketing Trends And Tips To Expand Your Business In 2015

Sunny Popali

Amazing Digital Marketing Trends & Tips To Expand Your Business In 2015The fast-paced world of digital marketing is changing too quickly for most companies to adapt. But staying up to date with the latest industry trends is imperative for anyone involved with expanding a business.

Here are five trends that have shaped the industry this year and that will become more important as we move forward:

  1. Email marketing will need to become smarter

Whether you like it or not, email is the most ubiquitous tool online. Everyone has it, and utilizing it properly can push your marketing ahead of your rivals. Because business use of email is still very widespread, you need to get smarter about email marketing in order to fully realize your business’s marketing strategy. Luckily, there are a number of tools that can help you market more effectively, such as Mailchimp.

  1. Content marketing will become integrated and more valuable

Content is king, and it seems to be getting more important every day. Google and other search engines are focusing more on the content you create as the potential of the online world as marketing tool becomes apparent. Now there seems to be a push for current, relevant content that you can use for your services and promote your business.

Staying fresh with the content you provide is almost as important as ensuring high-quality content. Customers will pay more attention if your content is relevant and timely.

  1. Mobile assets and paid social media are more important than ever

It’s no secret that mobile is key to your marketing efforts. More mobile devices are sold and more people are reading content on mobile screens than ever before, so it is crucial to your overall strategy to have mobile marketing expertise on your team. London-based Abacus Marketing agrees that mobile marketing could overtake desktop website marketing in just a few years.

  1. Big Data for personalization plays a key role

Marketers are increasingly using Big Data to get their brand message out to the public in a more personalized format. One obvious example is Google Trend analysis, a highly useful tool that marketing experts use to obtain the latest on what is trending around the world. You can — and should — use it in your business marketing efforts. Big Data will also let you offer specific content to buyers who are more likely to look for certain items, for example, and offer personalized deals to specific groups of within your customer base. Other tools, which until recently were the stuff of science fiction, are also available that let you do things like use predictive analysis to score leads.

  1. Visual media matters

A picture really is worth a thousand words, as the saying goes, and nobody can deny the effectiveness of a well-designed infographic. In fact, some studies suggest that Millennials are particularly attracted to content with great visuals. Animated gifs and colorful bar graphs have even found their way into heavy-duty financial reports, so why not give them a try in your business marketing efforts?

A few more tips:

  • Always keep your content relevant and current to attract the attention of your target audience.
  • Always keep all your social media and public accounts fresh. Don’t use old content or outdated pictures in any public forum.
  • Your reviews are a proxy for your online reputation, so pay careful attention to them.
  • Much online content is being consumed on mobile now, so focus specifically on the design and usability of your mobile apps.
  • Online marketing is essentially geared towards getting more traffic onto your site. The more people visit, the better your chances of increasing sales.

Want more insight on how digital marketing is evolving? See Shutterstock Report: The Face Of Marketing Is Changing — And It Doesn’t Include Vince Vaughn.


About Sunny Popali

Sunny Popali is SEO Director at Tempo Creative is a Phoenix inbound marketing company that has served over 700 clients since 2001. Tempos team specializes in digital and internet marketing services including web design, SEO, social media and strategy.

Recommended for you:

Is Digital Business the Answer to the Climate Crisis?

Kai Goerlich

By Kai Goerlich, Michael Goldberg, Will Ritzrau

Among the studies of climate change that indict human inventions and activities for the ecological damage done to the earth, there is a hopeful glimmer that digital business can bend the curve to reduce carbon emissions. According to #SMARTer2030, a study by the Global e-Sustainability Initiative (GeSI) and Accenture Strategy, it is possible, during the next 15 years, to hold worldwide carbon emissions to 2015 levels by digitizing business processes and applying data to decisions about resource use. That would represent a valuable contribution, according to the research, in decoupling economic growth and greenhouse gas emissions, thus helping to solve the tradeoff between the two.

SAP looked at a subset of companies in six major industries that are currently using business software such as enterprise resource planning, data analytics, supply chain, logistics, production planning, resource optimization, and remote access. Then SAP did their own analysis to estimate how applying these technologies to emerging digital business models in these industries globally would contribute to reducing carbon emissions.

The “Business as Usual” Scenario

The heat is on. The Intergovernmental Panel on Climate Change, the world body established in 1988 to assess the impact of humans on the climate, notes in its most recent report that “business as usual” practices would lead to temperature increases between 2.6°C and 4.8°C by the end of the century—beyond our expected ability to reverse the damage.

More IT = Less CO2

By rolling out information and communications technologies (ICT) across the global economy, total emissions of carbon dioxide equivalent could be cut 12.1 gigatons by 2030 and help forestall temperature increases, GeSI research has concluded. GeSI is an ICT industry association working with, among others, the United Nations Framework Convention on Climate Change to improve its members’ sustainability performance and promote technologies that foster sustainable development.


About Kai Goerlich

Futurist and resource optimization thought leader

Recommended for you: