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How Conversation Research Makes Your Influencer Marketing Campaigns Rock

Authors: Heidi Sullivan Jason Falls
Posted Under: Influence Pros Podcast
About Influence Pros Podcast:

Influence Pros is the weekly show where professionals learn about case studies and success stories in the fast-growing world of influencer and advocate marketing. Hosted by Heidi Sullivan of Cision and Julianna Vorhaus of TapInfluence, the show chronicles how B2C and B2B companies are working with online influencers and customer advocates to grow reach, engagement, and conversions. View all shows—including free downloadable resources—at

Jason Falls, Founder and Partner at Conversation Research Institute, joins the Influence Pros Podcast to reveal the benefits of conversation research, using the right tools, and close relationships.

jason-falls_instagramListen First, Act Second

The great wide world of social is never too vast to investigate for product feedback.
Sure, social can appear to be unwieldy. But with the right tools and guidance, you can find the conversations about your brand and learn from them.
Jason Falls started a company that helps brands do just that. He proposes that consumers are already out there talking about your brand, so why not take advantage of this already existing dialogue to create the best influencer campaigns possible? All it takes is using the right tools and taking the time to listen to customers first to glean important clues on which direction your brand should go.
Conversation Research Institute helps companies mine online conversations by researching what your consumers are already saying to better understand their concerns and thoughts about your brand. This helps you improve upon your products and content by making smarter decisions based on deeper insights.

In This Episode

  • Why Conversation Research is essential to understanding your consumer
  • How to clue into existing online conversation to learn what your audience wants
  • The importance of investing the time to build lasting influencer relationships
  • How to decide what tools are best for your brand’s particular goals
  • Why it’s key to listen first before creating a marketing game plan


Quotes From This Episode

“Technology is getting a lot better, but you still need a human being to try to decipher what all that means.” —@JasonFalls
“Mid-tier influencers come across as much more credible, much more relevant, and I think has a lot more value to them.” —@JasonFalls
“We’re tool-agnostic. We use the tools and the features that we find that are good for the client problem at hand.” —@JasonFalls 
“It’s a little challenging from the aspect that online conversations are unstructured data. You’re not asking questions. You’re actually looking for people organically saying things, which actually makes the information more valid. But it’s unstructured, so it’s harder to find. It’s harder to analyze.” —@JasonFalls

“We’ve entered an era of a little bit of maturity in the social media world. People know they have influence, and therefore they’re monetizing it. So it’s almost an exclusively pay to play marketplace these days. Someone who has any modicum of online influence knows that and knows that they can charge for brands and organizations reaching out to them.” —@JasonFalls

“Most brands and agencies don’t have the analysts on staff to be able to decipher what all that data means.” —@JasonFalls
“It’s the democratization of the media landscape that was fueled by the advent of social media that is making everybody a publisher, and making a lot of those everybody’s publishers that can charge money to publish. If you want to reach out to influencers, you’re going to be hard-pressed to be successful without a little bit of a budget, and that sort of shifts the landscape to who can afford to do it.” —@JasonFalls
“Instead of going to a national survey or a traditional focus group for research to find out what consumers are thinking, CRI works with brands and agencies to find out what consumers are thinking based on what they’re saying in online conversations.” —@JasonFalls



Would You Rather

Would you rather be too hot or too cold?
I would rather be too cold. I am a large individual, and large individuals sweat. Hot is not good for us, and it’s not good for the people around us because when we sweat, we smell. So I’ll take cold over hot every day.
Would you rather have the ability to read other people’s minds, or the ability to see into the future?
That’s a tough one. I think I would rather have the ability to see into the future because I would play the lottery and disappear.
Would you rather have pumpkin or pecan pie?
Pumpkin. I don’t like chunks of crap in my food.

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