The underlying theme of my book Winfluence – Reframing Influencer Marketing to Ignite Your Brand, is that we have to stop thinking about this practice as all about influencers and think of it in terms of how to drive influence. That can come from online influencers with big followings, but it can also come from your own brand building influence in your industry. It can come from partnering with community leaders and elected officials. It can come from friendships and alignment with people who have influence in certain spheres but don’t have big online followings or even accounts.
When you look at the world of influencer marketing software platforms out there through that filter, one company emerges as a clear “it-getter” in focusing on true influence versus just ranking influencers. That company is the UK-based Onalytica.
I spend a good deal of time in the book sharing cases studies from Onalytica. There are great ones in there from facilities management brand Mitee, USB and Marie Curie—the hospice organization in Britain named after the famous scientist. And I do that because Onalytica’s approach is more aligned with how I think influence marketing (without the R) should work.
Tim Williams is the CEO of Onalytica. I’ve long wanted to have him on the show and finally found a window on his schedule to chat. We sat down so I can pick apart Onalytica’s position and approach and why it is different. My interpretation of Onalytica is they are better suited for public relations and comms than, say, for an advertising approach. And, as a result, they are far more relevant for B2B companies than B2C. I asked Tim to gut-check that observation.
We also talked about my hypothesis that British PR and comms professionals have a little something more than their United States counterparts. And we dove into his observation that employee advocacy is becoming a fruitful avenue for at least B2B companies to building their own influence within their respective spaces.
There are only a handful of people in the influencer marketing space I think are truly driving conversation and innovation that greatly advances the practice and Tim Williams is one of them. You’ll learn a lot from him in this episode.
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Winfluence – Reframing Influencer Marketing to Ignite Your Brand is available now in paperback, Kindle/eBook and audio book formats. Get it in the medium of your choice on Amazon or get a special discount on the paperback version of the book by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price. Read and learn why we’ve been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be “influence” marketing makes us smarter marketers.