It All Comes Down to Influencer Marketing
Most recently, Nick Cicero founded an influencer marketing company called Delmondo. Delmondo is an end-to-end platform for creators to produce, measure, and monetize content with brands, media companies, and ad agencies. On the flip side, they also help the agencies, brands, and media companies discover and connect with the creators who then create content for them all year round. In the past seven months since it’s beginning, Delmondo has already attracted thousands of influencers to its roster of talent, as well as several big clients such as P&G and Priceline.com.
It’s not hard to see why. In his time working in content marketing, Nick has worked with brands like Sony, PlayStation, Sports Illustrated, and Universal Music Group. He’s worked for publishing and analytics tools like Livefyre, Expion, and Percolate. He’s also a strategist at BRaVe Ventures, founded by David Beck, Jesse Redniss, and Gary Vaynerchuk. Quite the roster!
Nick has experienced the content revolution from every side: tech, creative, professional user, and producer. He’s touched on all aspects of what it means to be a modern-day content producer at a high level and has brought it all together to build a company focused on influencer marketing.
In This Episode
- How to find the right influencers for your brand
- Why engaging an influencer genuinely will go further than spoon-feeding them content
- Why Snapchat is such a valuable platform for individuals and businesses
- How to reach massive audiences via Snapchat
- The evolution of TV
Quotes From This Episode
“What should people walk away with when they watch this video, or interact with this influencer, or watch this Snapchat account? Try and put yourself in the mind of the consumer.” —@nickcicero
“What we’d love to see more brands trying to do, if you’re trying to engage influencers, is make a co-creation instead of, ‘Hey, we made this, can you share this piece of content to your audience?’” —@nickcicero
“So for a brand that may not want to jump right into manning or staffing a channel like Snapchat—or having somebody that has to sit there and take the time to understand the audience and think about it—they can work with influencers who are already named to the platform to really save them a lot of operational costs and get a significantly better outcome.” —@nickcicero
“Snapchat is not just a great vehicle for mobile video, but also a great vehicle for user acquisition.” —@nickcicero (highlight to tweet)
“Each unique influencer told that same story in their own way that was right for their audience.” —@nickcicero
“My view on Snapchat is it’s just a great way to tell awesome stories and keep in touch with a small group of friends. I’m not concerned about building a generous audience on Snapchat , but I am concerned that the people who I’m connected with see the stuff I’m putting out there.” —@nickcicero
- Nick Cicero’s website
- Delmondo, where Nick is CEO and Founder
- BRaVe Ventures, where Nick is a strategist
- Nick’s “Snapchat Is a Burrito” post
- Nick’s “How Brand Can Reach Mass Audiences on Snapchat” post
- Companies mentioned in the different marketing initiatives Nick lists in the episode:
What did you want to be when you grew up?
“I always wanted to be a professional jazz musician or a professional music producer or composer. Music has been a huge part of my life, and I started playing the trumpet when I was seven years old, and was doing a lot of stuff before then.” (Nick also wanted to be a pro hockey player as a 5th grader, but his teacher said it was a stupid idea.)
Nick lived his entire life around the music scene and did become a musician, which he still gets to do a little bit of from time to time. Nowadays, while he doesn’t get to sit in the studio like he might want to, it’s led him to a lifestyle of creativity.