February 28, 2018

Most influencer campaigns today are really thinly veiled awareness ad campaigns. Companies are simply renting access to an influencer’s audience on the misguided belief that this access will generate sales by association. But this is a short-sighted and increasingly unsuccessful viewpoint because fame doesn’t equal influence. So, how do you leverage conversations to create a

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March 31, 2016

You can’t turn around in marketing today without hearing someone or some company talking about Influencer Marketing. It seems every company wants to figure out how to leverage an influencer marketing strategy to grow their brand and sales. But from what I’ve seen, more are doing it wrong than right and new research suggests new

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October 25, 2012

A few years ago I participated in a panel at BlogWorld Expo in Vegas. I had the pleasure of serving on a panel with a few outstanding travel marketers,  Doug Anweiler, Leanne Jakubowski and Mike Taylor where we tried to help travel bloggers understand how to better work with brands and the agencies that represent brands. As part of

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May 10, 2011

So last week I asked you to look at a picture and then tell me What’s Missing From Your Blogger Outreach Strategy? So many of you responded, none correctly (at least as to what I thought was missing) so I wanted to share what I thought was missing from these two blogger outreach campaigns. But

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January 24, 2011

What drives the bottom line more… gross tonnage (impressions) or fewer, highly targeted impacts? For most of my career I was taught that impressions were the golden goose. But a few years ago, back in 2008, something really interesting happened on my personal blog Positive Disruption. Here is a reprint of what I wrote. Read

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July 21, 2010

Have you ever worked on the blogger outreach component of a social media plan? If so, what’s the first question you get asked? For me it is usually, where do we find the Key Opinion Leaders (KOLs). Brands that want to engage bloggers in social media platforms to help carry the message always want the

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