The Influencer Marketing Lab

Whalar's Alex North talks measurement and evaluation

Episode 54 of the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] - a regular podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing. [https://www.creatorbriefing.com/] #AD The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social [https://www.taggermedia.com/demo] a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. Sponsorship does not influence editorial content.  This week Scott Guthrie is in conversation with Alex North, Head of Media, Measurement and Analytics across EMEA at Whalar [https://www.whalar.com/]. In this episode, they discuss: * Whether measuring return on investment within creator marketing is evolving - and if so, how? * Business metrics over vanity metrics * How marketers can best help brands navigate choice and challenges in quantifying impact * Measurement 'in the wild' digging into a case study * A look over the brow of the hill to the future of measurement within our industry Useful links * Whalar website [https://www.whalar.com/] * Whalar on LinkedIn [https://www.linkedin.com/company/whalar/] * Whalar Research - Creators Measure Up: Analyzing Their Impact on Results [https://www.whalar.com/everything-is-better-with-creators] * Influencer Marketing Code of Conduct [https://www.isba.org.uk/knowledge/isba-imtb-influencer-marketing-code-conduct-version-3] * Alex North on LinkedIn [https://www.linkedin.com/in/alex-north-761a215/] 👍Check out the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] for full show notes, related useful links and a transcript. 🆕 Don't forget to sign up for the companion newsletter The Creator Briefing [https://www.creatorbriefing.com/] ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Ogilvy's James Baldwin on a new global B2B influencer marketing report

Episode 53 of the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] - a weekly podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing. [https://www.creatorbriefing.com/] #AD The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social [https://www.taggermedia.com/demo] a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. Sponsorship has no influence on editorial content.  This week Scott Guthrie is in conversation with James Baldwin Global B2B Influence Lead at Ogilvy. We spend most of our time digging into Ogilvy's new report -  Influencing Business: The Global Rise of B2B Influencer Marketing [https://www.ogilvy.com/ideas/influencing-business-global-rise-b2b-influencer-marketing?utm_source=www.creatorbriefing.com&utm_medium=referral&utm_campaign=75-of-b2b-marketers-now-use-influencer-marketing] - where we learn key takeaways including:  * 75% of B2B marketers are already working with influencers. Of those who aren’t, most are planning to do so starting soon. * We also learn about the power of employee advocacy and of the regional nuances within the sector.  * James also fills us in on some of his background including his time as an influencer in his own right creating a meme account lampooning golf stereotypes.  The episode also name-checks two of James' colleagues.  * Rahul Titus, Global head of Influence at Ogilvy was my guest on episode 16 [https://sabguthrie.info/rahul-titus-head-of-influence-ogilvy/] * Imogen Coles, UK Influence Lead and Managing Partner at Ogilvy was my guest on episode 28 [https://sabguthrie.info/ogilvy-imogen-coles/]. Imogen is a creator in her own right under the Instagram profile oneslowsunday [https://www.instagram.com/oneslowsunday/#] 👍Check out the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] for full show notes, related useful links and a transcript. 🆕 Don't forget to sign up for the companion newsletter The Creator Briefing [https://www.creatorbriefing.com/] ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Steph Money of ThisThat talks influencer measurement

Episode 52 of the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] - a weekly podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing. [https://www.creatorbriefing.com/] #AD The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social [https://www.taggermedia.com/demo] a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. Sponsorship has no influence on editorial content.  This week Scott Guthrie is in conversation with Steph Money, VP of Client Services at ThisThat [https://www.thisthat.tt/] - a measurement and evaluation influencer marketing firm (sort of ... Steph will explain why this descriptor is only partially correct).  In this episode, we discuss: * Being a rising star after ten years * How intelligent naivety can cut through group think * How measurement and evaluation can be put into harness for go-to-market strategies * Showing the context behind the numbers when measuring awareness, consideration or conversion * Performance can be amplified by effectiveness can't  * Why the answer is never more data - data is the evidence needed to justify a recommendation * Why effective measurement of influencer marketing will become fundamental  * A call to standardise measurement within our sector 👍Check out the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] for full show notes, related useful links and a transcript. 🆕 Don't forget to sign up for the companion newsletter The Creator Briefing [https://www.creatorbriefing.com/] ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Alice Audley from Blogosphere to bCreator

Episode 51 of the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] - a weekly podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing. [https://www.creatorbriefing.com/] The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social [https://www.taggermedia.com/demo] a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. This week Scott Guthrie is in conversation with Alice Audley, founder and CEO of bCreator [https://www.bcreator.co.uk/] -- a brand that you probably already know under its former name, Blogosphere. In this episode, we discuss: * The rebadging after a decade from Blogosphere to bCreator * Why in-person, face-to-face events are so important to building relationships * How we can ensure our category is effective without losing the essence of creator marketing * Advice for female-founded, female-led businesses. * And what to expect from the bCreator Awards 👍Check out the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] for full show notes, related useful links and a transcript. 🆕 Don't forget to sign up for the companion newsletter The Creator Briefing [https://www.creatorbriefing.com/] ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Esme Rice: Mindshare's Worldwide Influencer Practice Lead

Episode 50 of the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] - a weekly podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing. [https://www.creatorbriefing.com/] The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social [https://www.taggermedia.com/demo] a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. This week Scott Guthrie is in conversation with Esme Rice, Worldwide Influencer Practice Lead at Mindshare [https://www.mindshareworld.com/].  We talk about the professionalisation of the industry which has shifted within six years from a time when Esme had to battle with academics trying to dissuade her from focusing her degree dissertation on influencers to a sector moving to the heart of multi-channel, integrated marketing programmes. We discuss the  * Regional differences in the influencer marketing landscape * Consumer behaviour towards virtual influencers in different parts of the world * Near future of our channel Check out the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] for full show notes, related useful links and a transcript. Don't forget to sign up for the companion newsletter The Creator Briefing [https://www.creatorbriefing.com/] - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis. 👍Check out the Influencer Marketing Lab [https://sabguthrie.info/influencer-marketing-lab-podcast-2/] for full show notes, related useful links and a transcript. 🆕 Don't forget to sign up for the companion newsletter The Creator Briefing [https://www.creatorbriefing.com/] ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.