By Ted Wright

How do you create a contract with an influencer? The answer to this question is simple. In fact I can answer this in two words: “You don’t.” When you try to contract with an influencer – specifying that they post so many times for a certain amount of money, for example — it rarely goes […]

By Ted Wright

Just a quick note. If you must use an “influencer,” approach the relationship by seeking to buy their time not their mind. The more requirements you put on them (i.e. # of posts, length of video, etc) the more you make the relationship about the contract and not the partnership. As my good friend Chrissy, […]

By Ted Wright

  The Wall Street Journal just published an in-depth post about the corruption and lack of accountability in the influencer marketing industry. Is this the beginning of end for this marketing mega-trend? Let’s take a look at this today. The problems with influencers Here are a few highlights from the WSJ feature: Influencer marketing is […]

By Ted Wright

  Every marketer has influencers on their mind today. It appears to be an unavoidable conversation at any meeting or conference. But I think the term “influencer” is overly used to camouflage garden variety advertising. Same kind of messaging and effort. Differences are that the channel you are viewing it on and the people producing […]

By Ted Wright

By Ted Wright Like the Roman colosseum, a good Word of Mouth Marketing strategy will stand the test of time. Word of Mouth Marketing may not always be as glamorous, but it’s solid and unbreakable. Defining Word of Mouth Marketing Word of Mouth Marketing has come to mean something broad for many people, so I […]

By Ted Wright

I am a huge fan of great street art … you know the exuberant expressions found painted on the sides of buildings and empty concrete spaces in nearly every big city in the world. To me, it is an unbridled and authentic story somebody is expressing to the world. I love it so much, I […]

By Ted Wright

By Ted Wright The short answer is… no. But you can’t have one without the other. Influencers like to share things and Word of Mouth Marketing is about sharing stories. Can see why they’re so closely connected? Everybody wants to compare Influencer Marketing vs Word of Mouth Marketing But you need to truly understand both in […]

By Ted Wright

By Ted Wright At its core, Word of Mouth marketing is about people organically sharing stories. So how do we encourage people to share your brand story in a real, natural way? Create a story worth talking about. A good brand story is at the core of building a Word of Mouth Marketing strategy This […]

By Ted Wright

  By Ted Wright First, let’s be clear on what we’re calling an influencer in this headline. When I say “influencer” you’re probably imagining a YouTube star selling energy drinks or Kim Kardashian pitching cosmetics. That’s not what I’m referring to here. I’m interested in natural, organic story-sharers that come from having a certain personality […]

By Ted Wright

By Ted Wright On a long trip to Oman I had a chance to catch up with the news and read about the college entry scandal. An article by Ashely Reece chronicled the social media journey of influencer Olivia Jade Giannulli, daughter of actress Lori Laughlin. A few findings: Red flags Olivia was already the […]

By Ted Wright

By Ted Wright I have true admiration for Gwyneth Paltrow. I am deeply in love with how she is using her advocate personality to create an authentic and trusted business. Gwyneth is building her company goop based on her ability to share things she loves. And we pay attention to her because we have this […]

By Ted Wright

I know what you’re thinking,  “Who are these elusive Influencers everyone’s always talking about anyway?  What makes them special? How do you know one when you see one?”  And most importantly, “How can I get them interested in my cause?” “Influencer” is a term bandied about a little too loosely these days. In this short video, Ted […]

By Ted Wright

By Ted Wright I’ve never met a business leader who told me they had too much money for storytelling or marketing. Luckily, smart leaders using Word of Mouth Marketing can depend on influencers to cost-effectively carry their story. Word of Mouth Marketing is all about sparking conversations, and most companies already have marketing materials that […]

By Ted Wright

By Ted Wright It’s official, Influencer Marketing is dead. When Urban Outfitters makes fun of the marketing strategy you sold just six months ago as “The NEW New Thing,” you have problems. Debate me in the comments if you’d like, but I don’t want to be the person on stage when the SVP of Marketing […]

By Ted Wright

By Ted Wright If you’ve been paying attention, you not only know who influencers are, you know what motivates them to share stories and how to encourage them to support your message. But what is the word of an Influencer really worth? A single influencer, according to Procter & Gamble, is worth one million brand-specific […]

By Ted Wright

By Ted Wright If you’ve read any of my stuff, you know I have a specific, grounded-in-data point of view on why someone is an Influencer and how they act. Influencer marketing (IM) is all the rage – and there’s a reason for it. When done correctly, it works. But in order for IM to […]

By Fizz

Originally posted on Inc’s marketing blog, this post was written by Peter Economy, columnist at Inc. Anyone in business knows that marketing is a key ingredient in selling the products you make and the services you deliver. If people never hear about the things you sell then, chances are, they won’t buy them. But what kind of marketing […]

By Tanya Fraser

If you’ve been paying attention, you not only now know who the Influentials are, you know what motivates them to share stories and how to encourage them to support your message. But what is the word of an Influencer really worth?  Ted Wright backed up by some marketing R&D  heavy-hitters puts a number on it. […]