Category Archive for: Influence

The Importance of Media Training at the Olympics

We are just under 100 days away from the 2016 Summer Olympics in Rio de Janeiro, Brazil. The games officially begin on Friday, August 5th lasting until Sunday, August 21st. Along with dazzling displays of athleticism, you’ll also get to witness another time-honored Olympic tradition – corporate branding. And while the stadiums, clothing, and merchandise will…

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The Difference Between Influencer Marketing and Affiliate Marketing

As marketers and communicators, we have multiple goals. We are tasked with achieving: Increased reach and audience growth Increased engagement and mind share Increased prospect and lead generation to fuel sales Indirectly increased sales and revenue No one tool or method achieves all these objectives well. We would be foolhardy to assume that such a…

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Are influencers overpaid? A data-driven exploration of influencer metrics

A recent article in Digiday made the bold claim by a marketing executive that influencers are overpaid and generally do not advance business objectives. Let’s examine this claim’s merits. Do influencers matter? Are they overpaid? What are influencers paid to deliver? The first, most important question to answer is what are we buying when we…

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The Power of Human Interaction

In a world where we communicate through text messaging, social media and emails, we often forget the benefits of face-to-face interaction. Being able to edit, alter, or filter anything we send to another person or group may seem like a blessing, but ultimately it can become a curse if you don’t pepper in human interaction.…

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6 Ways Facebook Branded Content Changes the Influencer Game

On Friday, Facebook announced a significant change to its branded content guidelines: any influencer or publisher creating Facebook branded content MUST tag the brand in their posts. Facebook clarified this to mean: On Facebook, we define this as content that specifically mentions or features a third party product, brand, or sponsor (“marketer”). Publishers are required…

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Cultivating Influence: Identify, Reach, and Engage Influencers

Influencer marketing is much more than who has the largest number of followers. In our new eBook, Cultivating Influence, we’ll explore influencer management and marketing in depth: Why does influence matter? Is it really worth our time? In an ever-changing digital landscape, the influencer may keep us afloat. What is influence? We look back to…

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Stay Social: How to Maintain Impactful Influencer Relationships

The emergence of social media brought direct and immediate access to everyday consumers. With each new social platform comes a group of expert users who are able to inspire, empower and encourage large fan bases. The voices of influencers have become especially pertinent and widely accepted by brands. The definition of “social influencer” differs for…

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SHIFT Archives: The Best of Q4 2015

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to…

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Turning Hand-Me-Downs into Healthcare Hits

There is almost always going to be another company that is more innovative, taking a new approach or has more acquisitions. In other words, sometimes a client just isn’t worthy of the news that they so badly want to be a part of. The healthcare industry is unique in that it is simultaneously at the…

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Getting a READ on social media influencers

Influencers is an incredibly nebulous term, yet it’s a focus for so many PR programs. Who is influential? What constitutes influence? While we could have lengthy philosophical debates about the nature of influence from Aristotle to today, such discussions tend not to give us operational frameworks for getting work done. Compounding our confusion about who…

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