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An exhaustive list of the top 100 global MarTech influencers & brands driving the most engagement in 2017 
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1. Online Community Influencer Index
Marteq's insight:
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Marteq's insight:
Did not find: Scott Brinker, Rand Fishkin, Matt Heinz, David Raab, Sirius, Gartner, Forrester. And no one from QuickSprout. C'mon Man!
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Marteq's insight:
Makes sense: why chase after the elusive influencer when you can garner B-Listers and gain the same benefits.
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Marteq's insight:
The post also includes influencer marketing via FB. It's a sensible move by Twitter, and you can see a multi-tactic recommendation using this, paid ads, Lead Gen cards, etc.
's curator insight, March 23, 2015 7:15 AM
Jay is always thinking ahead and the signs are pointing to the need to evolve and develop our influencer network.
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Marteq's insight:
I've scooped many an article on Influencer Marketing, and the bottom line seems to be: the odds are NOT in your favor, both for reaching and securing Influencers as well as becoming an Influencer.
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Marteq's insight:
Behind a quick registration form.
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Marteq's insight:
A disjointed post that covers these four areas. The one of particular interest, and covered in a scoop yesterday, pertains to the social content calendar: a helpful guide. All the reports are behind a quick registration form (which you have to complete four times to access the four reports, so someone is not using their MAP).
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Marteq's insight:
Not a believer in Influencer Marketing, nor have I yet to see a direct link between social and business metrics, but this is attractive alternative.
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Digest... 1. It’s the wrong metaphor. The idea of influentials makes intuitive sense because we all know people like the ones Malcom Gladwell described in his book: “Connectors” who seem to know everyone, “mavens” who possess deep domain knowledge and “salesmen” who have the gift of gab. We’ve seen how they’ve influenced us, so it seems plausible that they play a role in spreading ideas. Yet social epidemics aren’t local phenomena. They are long viral chains. Just because someone might be good at getting an idea across, doesn’t mean that others are more likely to share the idea. And if an idea doesn’t get shared, it doesn’t travel far.
2. Science finds little evidence to support influencer marketing. Recent research raises even more serious questions about the influentials hypothesis. In one study of e-mails, it was found that highly connected people weren’t necessary to produce a viral cascade. In another, based on Twitter, it was found that they aren’t even sufficient. So called “influentials” are only slightly more likely to produce viral chains.
3. Recent events should remind us how precarious influence is. But there is another reason to doubt the idea of influentials: recent events and common sense. We’ve seen powerful social epidemics erupt in the Arab Spring, the Euromaidan protests in Ukraine and the 2004 Orange Revolution that preceded it. Small, loosely connected groups overthrew powerful regimes. Now, it hardly makes sense that Hosni Mubarak and Viktor Yanukovych, who controlled the media and the major organs of power, lacked influence or access to influential people. Yet they were powerless to stop the street protests that eventually brought about their downfall.
The fundamental problem with influencer marketing is not that some people aren’t more influential than others, but that there is little, if any, evidence that influencer strategies—other than celebrity endorsement—are viable.
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Marteq's insight:
Ahhhhh....DATA! This all points to the notion that the degree of influencer marketing success is miniscule relative to the aggregate effort.
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Digest... The notion of “influencer marketing” has developed into its own sub-category of digital marketing at large, with an estimated $240 million spent on the tactic each year. Influencers can make a huge impact with small effort, and marketers recognize that truth.
As our record-breaking traffic numbers show, one shout-out from an influencer has the unique power to launch a company (or their content) into the spotlight. For smaller companies, these endorsements can make or break businesses, and it feels like a seismic earthquake with rippling effects for the company mentioned.
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Marteq's insight:
Hold that thought until you read the adjacent post!
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![How to Influence and Persuade - The Science Bit [Infographic] - B2B Infographic | The MarTech Digest | Scoop.it](https://img.scoop.it/ue42XTQcvDhihRH9kVv9ufL6dadsvGA8m9WNoVsbzkY=)
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Jean Luc lebrun's curator insight,
August 25, 2014 1:38 PM
Although this post claims to be based on science, it may seen unrelated to our scientific presentations topic. In actual fact, apart from scarcity, all principles proposed relate to scientific presentations quite nicely. Let's review them and add one principle to the list. Reciprocity: if you present your contribution as a potential help to the people in the room, or at least an answer to their questions - they will reciprocate by giving what is most precious to you: their attention. Authority: It does not hurt to establish authority early in subtle indirect ways such as the fame of your sponsors (logo on your slide), of your lab, of your co-authors. You could even weave into your story how long you've been working in this field ... "Six years ago when we ...". It does not necessarily mean your contribution is great, but it shows practical knowledge and good understanding of the issues in the field. Consistency: Having the audience accept the need for your paper early in your talk (motivation) is likely to get them to consider your contribution in a better light. Work on that hook slide after your title slide to grab people's attention. Liking: The difference between a scientific paper and an oral presentation is that there is nobody to like in printed paper. How do you make people like you? Establish commonality of scientific purpose, dress well, smile, keep eye contact, poke scientific fun at your topic. Consensus: Whenever you can, mention whatever is also observed by others ("in agreement with...", also observed by...") Intellectual honesty: It is one of the reasons why scientists hedge. They do so with adjectives (apparent), adverbs (possibly), verbs (suggest), modal auxiliaries (would), or expressions (our interpretation, under these conditions). Hedging is common in science. People who are too sure of what they propose irritate the genuine scientist who strives on hunches and uncertainties. A proper amount of hedging during the talk will have a combined "liking" and "authority" effect.
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![Why Invest in Influencer Marketing [Infographic] - B2B Infographics | The MarTech Digest | Scoop.it](https://img.scoop.it/nemcYq-lG3FB55K1kqWWF_L6dadsvGA8m9WNoVsbzkY=)
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Advanced/ Digest... Once you have an understanding of the overall influencer journey, you can develop a rhythm to your outreach and a content marketing plan to nurture your influencers.
Awareness:
Interest:
Commitment:
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Marteq's insight:
I appreciate the author's use of the familiar structure so as to demonstrate how to create a content marketing strategy to reach influencers.
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Intermediate/ Excerpt... Nearly two-thirds (61%) of marketers say one the biggest challenges of influencer marketing is identifying the relevant persons who can truly help their brand or campaigns, according to a recent report from Augure.
More than half (56%) of marketers say another major challenge is getting the attention of influencers and building interest with them via direct interactions.
Accurately measuring the ROI of influencer campaigns is an additional headache, with 44% of marketers citing it as a significant challenge.
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Marteq's insight:
If you want to learn more, go here, click on Filter, and search the tag Influencers.
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Basic/ Summarized... Here are 9 of many tools that can be used for the initial task of finding influencers aligned with specific areas of subject matter expertise. Several go beyond discovery and also support filtering, managing, engaging, monitoring and reporting. Klout - Klout for Business provides a service to research, segment and manage influencer lists, engage influencers with a Perks program, and amplify brand messages with native ads.
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Marteq's insight:
Klout was just acquired, so it remains to be seen what their business model and focus will be.
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![Tips for Working With Blogger Advocates [Infographic] - Profs | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/G3UUuIMcVIundX_633Nz-vL6dadsvGA8m9WNoVsbzkY=)
Public Relations - Want to work with blogger advocates to spread the news about your brand? Here's what you need to know. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required!
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Intermediate/ Excerpt... The growth and adoption of influencer marketing will also be driven by Google and their plans to roll 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.
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Marteq's insight:
Google+, in 2014, will make significant strides in remaking the social media environment, and here's yet another example. Embrace Google+.
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Read about three tools that are designed to help you find influencers on Twitter, LinkedIn and Google+ and see some of our favorite features about each one! Intermediate/ Digest... For Twitter: Followerwonk The tool, which delves deeply into Twitter analytics, can show you things from who your followers are and where they’re located to when they tweet, what keywords are used most often by your followers (or those you follow), who you’re following relative to someone else, and when your most active hours for retweets are. Finding influencers is made easy by the search Twitter bios function. Enter a keyword – a product name, a topic, an industry, whatever seems relevant – and Followerwonk generates a report for you of everyone who uses that term or phrase in their Twitter bio.
For Google+: Circle Count
For LinkedIn: Influencers Program
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Marteq's insight:
LinkedIn's Influencer is a stretch, and I'd tackle the other two before tackling LinkedIn (which I think you'll find to be a waste of time).
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Digest... There are four categories of contributors create content on your behalf:
Each of those content creators vary on how much their messages will be trusted by your customers and how precisely you can target their messaging. The most highly trusted tactics are effective but can be difficult to use and spread. On the other hand, less trusted tactics are less persuasive, but you control their creation and audience.
As you build your social strategy, you should craft your reach strategy based on the complexity and length of your product life cycle, where more-complex product purchases require the most trust and simpler product purchases benefit most from better targeting.
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Marteq's insight:
As B2B marketers, we find that customers and advocates as well as influencers are efforts in themselves, not to mention budget items (what does your industry analyst budget line item look like?). The first two are easy marks for us, and the last one (influencers) is a function of budget. It's that Customers and Advocates strategy that's tough to conquer. But if you can pull that off...
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![The Tweet Life [INFOGRAPHIC] - Social Media Explorer | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/xZws9uVn1bFs3Ygk15-S1fL6dadsvGA8m9WNoVsbzkY=)
In this Infographic, Teddy Hunt shows what can happen when a tweet outlives the average 48 hour shelf-life.
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Marteq's insight:
File this under Influencer Marketing!
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![Social Proof – The Art of Influence Marketing [Infographic] - Social Proof Creative | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/xy0e032jlIy0CMu8gJcAI_L6dadsvGA8m9WNoVsbzkY=)
Social proof isn’t just an abstract psychological concept for big marketers – it’s one of only a handful of online marketing methods that works for almost any kind of business.
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Marteq's insight:
Influencer Marketing: the ROLOE (return on level of effort) may be way too low. Try it, test it, but don't get bogged down in it.
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There's been a lot of talk about social media influence and its role in the new consumer decision journey. Big brands are not only buying into the concept of leveraging people with influence, but a... Excerpt... Regardless of your audience, there are easy ways to figure out what will motivate them to share, but they all seem to come down to a few key principles:
1. Make the advocate look smart. No one wants to be ridiculed or mocked for sharing. No one wants to receive unintelligent marketing jabber. Make advocate sharing about the advocates — your brand is secondary.
2. Give them something funny or entertaining to share. We don’t thank friends for forwarding bad content. We get annoyed with brands that pepper social media waves with standard marketing jabber. Make your advocates eager to share your content because of the inherent value of the content.
3. Give them something that helps their friends. Brands win by helping advocates and advocates win by helping their network. Only plugging your brand is not being helpful. What can your brand share that will make your advocates’ friends feel appreciative?
4. Give them a way to express themselves. Do not control advocate expression with an iron fist. You can suggest messaging and content, but ultimately the choice should be up to your advocates. Let them figure out the best way to reach an audience.
5. Listen to your advocates. If your advocates push back against your messaging, listen carefully because you have an opportunity to learn. Remember, these are people who already appreciate your brand. So if they’re not happy with your content, who in the world will be. ___________________________________ -Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). -If you like this scoop, PLEASE share by using the links below.
Marteq's insight:
Influencer marketing is tough, and very often for naught. However, a single hit can make a world of difference. The aforementioned tips, as well as the scoops in The Marketing Technology Alert (see the tag Influencers) will help significantly.
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