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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  April 05, 2016

Two Ways Technology Changes Influence Marketing

Be prepared to change how you market your reputation.

Heads up: Influence is being redefined by the popularity of matchmaking platforms. Enter Exhibit A: software company TapInfluence. The brainchild of software engineer Rustin Banks, the company connects and manages relationships between online personalities and major companies who want to scale their word-of-mouth efforts. This Venture Beat article has a great inside scoop on what it is doing.

The company is growing quickly with product-driven clients ranging from Target to Whole Foods. Two big developments resulting from platforms like TapInfluence:

1. Data drives the deals. The average “influencer” reaches around 50,000 people; some, though, can reach millions. Result: this is now an expectation. Any thought leader pitching sponsors or any endorsement deal better have data on their community. The number of page views alone don’t cut it—engagement and reach matter, too. Yes, your message needs to be synergetic to the campaign, but visibility matters more now.


Related: How to Monetize Your Influence


2. Rates and results have become transparent. With TapInfluence, companies post their new campaign and their requirements. Then the software sifts through 25,000 registered “influencers” who are willing to post videos/comments about the product, and it recommends matches along with their rates. Let me repeat that last part: their rates are posted. After the campaign, the software also tracks results and report back. No wiggle room here.

Don’t think this model will work in the B2B space? Think again. Folks, these platforms are not going away. They will not only flood the market with low-cost solutions, but they will also raise the bar of expectations. Be prepared to change how you market your reputation.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.