About
Ashley is a dynamic marketing leader currently serving as Co-CEO at Onalytica. She is…
Articles by Ashley
Contributions
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How do you ensure that your influencer contract terms are clear?
Of all the questions asked here, this one tends to be the most tricky. Why? Who is to determine if the work is unsatisfactory or didn't drive the desired results? B2B Influencer Marketing does not follow the same set of rules as its B2C counterpart. Ultimately, we've found that you must include a clause within the contract that strictly defines the actions that will be taken if the influencer does not deliver on time, the quality of the content does not align with what was requested or if brand guidelines are not followed. We will see a lot more strict clauses begin to pop up in influencer contracts over the next six months. Without this, it will become increasingly difficult to drive the ROI needed to support a healthy program.
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How can influencer storytelling remain authentic?
Brands (especially those just beginning their influencer marketing journey) tend to focus only on the big name influencers for collaboration. However, there are 5-7 different influencer types, each of which serve a different purpose that you'll want to consider. Some are best at increasing awareness while others build deep trust due to their expertise. Regardless, when selecting influencer partners, you should focus on: - Influencers types that align with your target objectives - Individuals with a shared POV - Influencers whose audience aligns with your target audience - People with a proven track record of driving results
Activity
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I had the honor of speaking at Joe Pulizzi's #CEX this week, in Cleveland, Ohio. This was Joe's third year running it, and close to 500 people were…
I had the honor of speaking at Joe Pulizzi's #CEX this week, in Cleveland, Ohio. This was Joe's third year running it, and close to 500 people were…
Liked by Ashley Zeckman
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When I was in my twenties, a passing comment from a boss I admired (h/t Bruce MacCormack) completely shifted how I saw myself. My strength, he said,…
When I was in my twenties, a passing comment from a boss I admired (h/t Bruce MacCormack) completely shifted how I saw myself. My strength, he said,…
Liked by Ashley Zeckman
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📌 Cloud is intrinsically tied to colocation on several levels. Check out Equinix ‘s outstanding revenue performance as voiced by Tara Risser here at…
📌 Cloud is intrinsically tied to colocation on several levels. Check out Equinix ‘s outstanding revenue performance as voiced by Tara Risser here at…
Liked by Ashley Zeckman
Experience
Education
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Volunteer Experience
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Monthly Programming Committee
Monthly Programming Committee
Minnesota Interactive Marketing Association
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Board - Speaker Chair
Board - Speaker Chair
Women in Digital - USA
Publications
Organizations
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Women in Digital
Board - Speaker Chair
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Minnesota Interactive Marketing Association (MIMA)
Monthly Programming Committee Member
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