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Crystal Duncan

Vice President, Influencer Marketing
Edelman

Crystal serves as a Vice President out of Edelman’s Chicago office and has spent over 13 years in the Influencer world. Prior to her time at Edelman was the Executive Director of Client Services and Strategy at Social Media and Influencer Marketing agency, IZEA and has spent time at both Performance Marketing and Media Agencies. ​

She has also worked at firms that specialize in performance marketing, social content strategy, and paid media. Crystal has worked with some of the country’s largest brands in both the consumer and B2B space on Influencer and Social-first programs. ​

She has been tasked with working on everything from new business pitches, client services, strategy, planning, campaign execution, and analytics.  Her expertise ranges from top tier talent like Celebrity or Internet Stars, all the way through the execution of programs at scale through Micro or Nano Influencers.​​

Crystal is also considered a thought leader in the space speaking at conferences and events like Ad:Tech, Masterclassing, Social Media Week and PRSA events, as well as Influencer specific events such as BlogHer, TBEX, Dad2.0, Everything Food Conference and Haven Conference.

Crystal Duncan’s Session(s):


9:00 am–9:40 am — Wednesday, April 29, 2020

Keynote: The State of Influencer Marketing, Social Algorithm Changes and Top Trends of 2020

Not long ago, influencer marketing was a trend. Every year-end report marketers could get their hands on invariably had a chapter in the lines of “The Rise of Influencers” or “Why Influencers Are Here to Stay.” This made sense in the past because this marketing tactic – powered by social media – began in the mid-2000s and was considered an emerging solution that lived under content creation, community management, or paid media. 

Today, influencer marketing is a critical part of the marketing mix. In fact, it’s expected to grow to a $15 billion industry by 2022, up from $8 billion in 2019, according to Business Insider Intelligence estimates.

Our Top 10 Trends Influencing 2020 is a manifestation of where we see the Influencer space going and how marketers can really make an impact. Fake followers, vanity metrics and overly polished content are some of the challenges brands have faced when partnering with influencers. To build trust is increasingly difficult for brands amid an ever-so pervasive and disruptive landscape, where the digital medium itself is challenged on many fronts. But, in the face of disruption also lie great opportunities for businesses who are looking to earn trust and authentically engage with their audiences.

Takeaways:

  • How Whole Earth is partnering with Influencers as Ambassadors and Brand Partners vs. as transactional voices and how this impacts long-term relationships and brand advocates.
  • The value of Micro and Nano Influencers in your Influencer Marketing mix.
  • How Authenticity and Transparency in your Influencer Strategy will help build trust in this ever-changing landscape.
  • The importance of paid media in support of your Influencer Strategy

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