Welcome to the What's Next! Podcast with Tiffani Bova. 

This week I am excited to replay a conversation I had with the innovative Tom Stockham. Tom is a passionate champion of disruptive technologies who began his career as an associate at BCG, immersed in the shift to “big-box” retail. He later served as president of Ticketmaster.com, where he helped lead the transition to online ticketing. Then, as CEO of Ancestry.com, he built one of the Internet’s first online content subscription businesses. Today, as CEO of ExpertVoice, Tom leads the company in pioneering a new influencer-marketing category that’s transforming commerce. He’s devoted to the mission of creating a better buying experience for brands, retailers, and consumers through a large network of authentic influential experts who make trusted recommendations. 

THIS EPISODE IS PERFECT FOR… passionate disrupters, innovators, and those interested in learning more about influencer marketing. 

TODAY’S MAIN MESSAGE… brands should always put trust at the center of their organization and make a concerted effort to build it up over time. Increasingly, the sources brands are and should be using to do this are Influencers. It’s time to shift the balance and shift resources from speaking on your own behalf as a brand to finding trusted figures that can recommend your brand and speak on your behalf in a trusted way. If you are going to do this well, you need to think about who is going to be best to speak on your behalf, how you are going to get them to do so and be more articulate about your brand, and where that influence is going to take hold such that it is beneficial to your brand.  

WHAT I LOVE MOST… talking to an innovator who has been involved with so many major industry transitions. Now he’s driving the conversation around Influencer marketing, and he feels that this is the next great frontier. 

Running time: 34:26

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Find Tom Online:

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ExpertVoice