295 episodes

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.

Winfluence - The Influence Marketing Podcast Marketing Podcast Network

    • Business
    • 5.0 • 28 Ratings

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.

    Valuing Influencers for Big Brands & Startups

    Valuing Influencers for Big Brands & Startups

    Those of us on the agency or services side of the influence marketing industry covet one thing really: Insights from brand-side marketers, particularly those who are the decision-makers in the business. I would imagine talent managers and some creators also covet that since the brand’s investments in any of us is what makes the industry tick.
    In that broad category of brand decision makers, there are a wide variety of businesses and brands. You have small businesses, often mom and pop, local shops, who are regular businesses we encounter all the time. They’re probably not often called startups, which is a separate category. 
    These are companies that often take on investments and try to grow to be medium to large businesses. They’re tricky because when they’re really new, they don’t have any money to invest in marketing. As they grow or take on investments, that budget grows and they can wind up being a godsend for those of us looking for brands to help who area also able to pay for that service.
    And then there are mega brands … the ones you always hear about. They have big teams, multiple brands within portfolios and lots of money to spend.
    A few weeks ago on LinkedIn, one person at the latter of those three types of companies struck up a conversation that caught my attention. Kyle Peters works in the strategy and innovation department at Nestle … the largest retail company in the world. He focuses on internal innovation, but he joined the team there after building a startup ice cream brand. So he’s been on the startup and small business side, too.
    Kyle asked this: What is the value of an influencer? I was intrigued. So I jumped in and contributed to the comments, but then asked Kyle if he’d like to come on Winfluence and talk about the topic. We’d be tickled to have someone from Nestle sharing that kind of conversation with us. His perspective from the startup and small business side are helpful too.
    So today, Kyle joins me to talk about his background, but then, the value of influencers from both sides of the aisle … how influencers and creators value themselves versus how agencies and brands do. 
    Winfluence is made possible by Cipio.ai – The Community Commerce Marketing platform. What does that mean? It’s an influencer marketing software solution, but it has additional apps that function to tap into your brand community to drive commerce. Community Commerce Marketing moves beyond influencers to fans and followers, customers, employees and more. Try its generative AI application, Vibe Check, with a two-week free trial at cipio.ai/vibecheck, and generate a library of social captions in minutes you can use right away.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 38 min
    Building Influence in Brand Communities

    Building Influence in Brand Communities

    We all like killing to birds with one stone, right? Metaphorically, of course. I don’t actually kill birds. Neither do you, I hope. 
    But when you can learn amazing insights from someone who leads influence marketing for a big brand, but that person also happens to be a content creator themselves, well now we can double our takeaways and smarts without having to go two different directions.
    Zeena Koda has been a content creator and media personality for the better part of the last 15-20 years. She’s been everything from a red carpet host on television to a voice-over artist to a podcast host and even a standup comedian. Her background is in the music industry … she’s been in a band as well … and like any artist or creator, she has multiple avenues and outlets for that content and creativity. 
    But sometimes we also have to pay the bills if that art doesn’t necessarily take off right away, so she’s also built a nice career on the brand side of things engaging communities, building marketing and influence programs and more.
    She recently landed at 2K Games, which is one of the most successful video game companies out there. With titles like PGA Tour 2K23, Marvel’s Midnight Suns and the Borderlands series, Zena has the interesting challenge of managing community and influencers for 2K … the brand … but also the sub-communities and influence programs for each title, because each game is different with a different audience, and influencers.
    When I realized we had the opportunity to learn two volumes of expertise from one guest, well, I jumped on it. 
    Zeena and I caught up recently to dig into her new role at 2K, her approach to influence and influence marketing, and some of the other issues she tackles in the business. She still has a popular podcast called Everything is Political, so she’s still a creator and influencer in her own right. She is also a co-founder of the Asian-American Collective, which is an organization worth paying attention to.
    We’ll explain why and dive in deeper with Zeena on Winfluence.    
    Winfluence is made possible by Cipio.ai – The Community Commerce Marketing platform. What does that mean? It’s an influencer marketing software solution, but it has additional apps that function to tap into your brand community to drive commerce. Community Commerce Marketing moves beyond influencers to fans and followers, customers, employees and more. Try its generative AI application, Vibe Check, with a two-week free trial at cipio.ai/vibecheck, and generate a library of social captions in minutes you can use right away.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 36 min
    How to Get First-Party Data From Your Community With Their Permission

    How to Get First-Party Data From Your Community With Their Permission

    If you don’t know the importance of acquiring and leveraging first party data in marketing yet, let me give you a quick recap. Consumers generally do not want companies like ours capturing and using their data without their explicit permission. Regulatory guidance like GDPR in Europe, and consumer-focused policy trends like not allowing 3rd party cookies to scrape data from website users are responding. 
    Soon, places like Google that not only allows the use of 3rd party data for targeting, but helps you capture it, too, will sunset that ability. Other browser makers like Apple with its Safari browser and seemingly ubiquitous iOS mobile devices, have long been anti-cookie … at least so far as to give consumers clear access to prevent the data from being captured.
    What that means is within a year or two, the only data you’ll likely be able to use for audience targeting and data insights will be that you capture yourself … first party data. 
    Now, in general, this is a good thing. It respects consumer privacy. It allows them to control or choose what to give you and what to not. It holds us accountable and honest and prevents some marketers for spinning out of control and becoming creepy. 
    But that doesn’t change the fact that it makes it harder for companies to get first party information to better inform their marketing.
    Well, I happened to use a clever little app recently to help run a ticket giveaway on Instagram. It allowed me to have my Instagram followers come to a landing page where they could give me their email address, birthdate and other pieces of information about them voluntarily. First party data. 
    The lightbulb went off. This is how we get to know our social followers and even customers better. We incentivize them to give us that information we need voluntarily. Excited at the prospects of making this happen more regularly, I thought I’d invite the people behind that app to come talk about it.
    The app is called Stampede Social. Jeff Dwoskin is one of the founders and people behind it. 
    Jeff dropped in to talk about the tool, what it does and how it helps solve the third party data problem for brands. But he also has some big brand experience, heading up digital customer engagement for Little Caesars and such, so we had a good time talking about marketing in general. 
    You’ll hear more about how to solve for the big data issue, but also learn a few more things today as we chat with Jeff on Winfluence.
    Winfluence is made possible by Cipio.ai – The Community Commerce Marketing platform. What does that mean? It’s an influencer marketing software solution, but it has additional apps that function to tap into your brand community to drive commerce. Community Commerce Marketing moves beyond influencers to fans and followers, customers, employees and more. Try its generative AI application, Vibe Check, with a two-week free trial at cipio.ai/vibecheck, and generate a library of social captions in minutes you can use right away.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 35 min
    The Man Using the Creator Economy to Give Underserved Youth a Path to Success

    The Man Using the Creator Economy to Give Underserved Youth a Path to Success

    I want to be painfully honest with you today, gang. What we do in the influence marketing space, or the marketing space overall, often seems to me to be superfluous. Will the world survive if marketing died? Sure it would. Heck, some people would even say it might be a better place. 
    Sometimes, I’m not sure those voices are wrong.
    Don’t get me wrong! I love what we do. And I do think that connecting brands to the audiences that can benefit from knowing them has meaning. While that might be a stretch for someone who markets luxury footwear. It becomes more relevant for those of us who do it for non-profits or businesses that have a real impact on people’s lives. 
    But when I stumble across someone who looks at the creator economy or influence marketing and sees a real path to change the world, I am both excited and humbled. Excited that what we do can have great meaning and impact. Humbled that I’m some schlep who does it more for money than for a greater purpose. 
    Last spring, my friend T. Adeola, invited me to speak at an event he was putting on in Dayton, Ohio. T, who is more formally known as Temitayo Adeola Osinubi but thankfully is comfortable with just T, is an experienced digital marketer. I met him years ago at an event he says was the first digital marketing event he ever attended. 
    He’s done time with several brands over the years, including Proctor & Gamble. He also teaches as an adjunct professor at more colleges than most people can name. 
    It’s that role of educator that makes him invaluable to our community. I saw how invaluable in Dayton almost a year ago. 
    The event was a creator camp – a weeklong workshop to teach people how to be content creators. The attendees? Underserved children in disadvantaged communities. And, to an extent, their parents. 
    T asked me to come talk to both groups about the creator economy and how there is real opportunity for young people to earn a living from content creation. The focus of the event, and the organization T leads, which is called STEM Whisperers, is to disrupt what he calls the School-to-Prison pipeline and give at-risk youth inspiration, training and opportunities in the creator economy. 
    I get chills just explaining it. 
    T uses the data that kids today say they want to be influencers, YouTubers, Instagrammers. Not astronauts or doctors or lawyers. He thinks we should be embracing that and fostering their education, aspiration and opportunity. 
    T also just launched a companion podcast for STEM Whisperers on the Marketing Podcast Network. It’s called Tiny Giants. I was honored to be the first guest on the first episode this month. 
    I invited T on to talk about the problem, his solution and what challenges he needs our help overcoming to make STEM Whisperers successful and disrupt that misdirected pipeline for our young people. Pay attention folks … I’m going to ask you to jump in and help him in the discussion. I think you’ll see why. 
    T. Adeola and the finest reason to focus on influence marketing I’ve ever heard of is coming up on the show.
    Winfluence is made possible by Cipio.ai – The Community Commerce Marketing platform. What does that mean? It’s an influencer marketing software solution, but it has additional apps that function to tap into your brand community to drive commerce. Community Commerce Marketing moves beyond influencers to fans and followers, customers, employees and more. Try its generative AI application, Vibe Check, with a two-week free trial at cipio.ai/vibecheck, and generate a library of social captions in minutes you can use right away.


    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 45 min
    Translating Influence Marketing to the C-Suite

    Translating Influence Marketing to the C-Suite

    We can talk about influence marketing or even influencers … or for that matter just social media marketing all day and it still doesn’t necessarily mean the C-level folks in your business are going to understand and approve what we want to do.
    Some of us talk to the C-level. Some of us are at the C-level in our organizations. But the hard truth of the matter for marketers, even the CMO, is that those of us in the weeds of building marketing strategies and executions are seldom understood or even trusted by the CEO, COO, CFO and other executives in charge. That makes it harder to do our job.
    So we need to market internally to the C-Suite. And that means we have to market ourselves.
    Stacey Danheiser knows all about marketing internally to the C-Suite. She is the author of the books Stand Out Marketing and Value-Ology. She’s also the CEO of Shake Marketing, which works with C-Suite executives at B2B brands help help them understand marketing and growth.
    She took some time to sit down with me recently to talk about what the C-Suite’s perception of Influence and Influence marketing was, how we can better market ourselves to them and what the future may hold for us and our work. 
    Some executive level smarts coming up from Stacey on the show today.
    Winfluence is made possible by Cipio.ai – The Community Commerce Marketing platform. What does that mean? It’s an influencer marketing software solution, but it has additional apps that function to tap into your brand community to drive commerce. Community Commerce Marketing moves beyond influencers to fans and followers, customers, employees and more. Try its generative AI application, Vibe Check, with a two-week free trial at cipio.ai/vibecheck, and generate a library of social captions in minutes you can use right away.

    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 31 min
    How a Sports Betting Site Flipped Influencer Strategy on its Head

    How a Sports Betting Site Flipped Influencer Strategy on its Head

    You already know we focus our attention here on influence marketing. That encompasses what many traditionally think of as influencer marketing (with the R) where a brand finds a social media content creator with a large audience to post about their product or service. We expand that conversation to include anyone with influence … social media followers be damned … to help communicate your message. 
    That brand-to-creator-to-audience style of influence makes up the lion’s share of how we think in the influence or influencer space. 
    But then along comes a slightly different model that makes us take note and perhaps inspires us to think differently.
    Cooper Lycan is not your typical marketer. Nor is his company in a typical vertical. His background and instincts are different enough, that he came up with a slightly different model for using influencers, even though he may not have labeled that as influencer marketing.
    Cooper is the founder and CEO of a sports betting community called SoBet. It’s a place where sports bettors can get wagering advice from influencer in the handicapping and betting space. These influencers exist on social channels and with their own websites. Cooper, though, has built a place where the influencer can find more fans and followers because SoBet shows off their results and recommends them to a community of bettors. 
    The brand is taking the audience to the influencers, not the other way around.
    I was fascinated by the model so I asked Copper to come on the show and walk us through how it came to be, how it’s working and so we could get some inspiration for perhaps looking at our influence marketing differently.
    This conversation is going to be quite insightful. I’m willing to bet on it. 
    Winfluence is made possible by Cipio.ai – The Community Commerce Marketing platform. What does that mean? It’s an influencer marketing software solution, but it has additional apps that function to tap into your brand community to drive commerce. Community Commerce Marketing moves beyond influencers to fans and followers, customers, employees and more. Try its generative AI application, Vibe Check, with a two-week free trial at cipio.ai/vibecheck, and generate a library of social captions in minutes you can use right away.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 28 min

Customer Reviews

5.0 out of 5
28 Ratings

28 Ratings

TOsinubi ,

All the candor - None of the hyperagrression!

I value candor, but I also value civility. It's a delicate balance and hard to get right. That's why I'm beyond impressed by not only Jason's ability to respectfully call B.S. when needed, but willingness to hear out people with different view points and provide a safe space for constructive debate.

In a world that confuses toxicity for "keeping it real", if you're looking for respectful yet no-nonsense talk about the influence/influencer marketing, look no further!

DigitalMarketingDive ,

It's not fair how good he is

Jason has a manner about him, maybe it's his Kentucky draw or his years of public speaking and radio, but his show is so much fun to listen to. Also his book is excellent too!

Lacylu42 ,

Great marketing content

Love the unique and interesting guests and the deeper-than-surface-level questions.

Top Podcasts In Business

Erika Kullberg
Freakonomics Network & Zachary Crockett
Ramsey Network
Jocko DEFCOR Network
NPR
Andy Frisella #100to0

You Might Also Like

BusinessMadeSimple.com
New York Magazine
Gallery Media Group & Jim Stengel
Vox Media Podcast Network
Sam Parr, Shaan Puri & The Hustle
Alex Hormozi