This is my annual list of top 18 industry influencers who leverage online tools and social strategies to drive value to their businesses as well as the promotional products industry.
Since the last edition of this list, social media has changed significantly as it finally becomes more social – as it should be – and less focused on selling things. Social media remains a great way to remain top of mind with your target audience and stay connected with them – and that’s the focus as I ranked people on the list this year. As always, there are quite a few familiar faces from previous editions of this list but there has been quite a bit of movement as it relates to where they are ranked. I’m sure I have missed a few stars and encourage readers to reach out to me via twitter (@daledenham) to make sure I consider them for the list next year.
In the past, the #Online18 list has been primarily based on a personal social profile. Given the evoloution of social media in the past 12 months, I’ve decided to mention a few of the influential corporate accounts that have ties to people on the list. Next year I plan on adding a few of the best corporate accounts regardless if they are tied to an individual on the list.
As is always the case, engaging content is the primary driver for who makes the list. One final change this year: not all the content had to be public. I have included the most public links to the #Online18 profiles for you, but you might find even better or more engaging content if you connect directly with them.
The 18 most influential online influencers in the promotional products industry for the year 2019 are:
1. Nick Lateur – If you aren’t following Nick on social media, you are missing out on one of the most creative uses of social media I’ve ever witnessed. I’m still not sure how it started, but his Monday posts are engaging, funny, and not to be missed. Nick has put a lot of effort into his Monday brand and now “owns” that day on social media. Wisely, Nick has leveraged that into his new role at Imagen Brands. It should be noted this is Nick’s first year on list before and becomes the first person to shoot right to the top position. The real question might be does Nick have staying power or will he quickly fade away like Kenny Ved (Sorry Kenny!).
Follow Nick on Facebook: https://www.facebook.com/nick.lateur.9
2. Charity Gibson – Charity has been a long standing member of this list and continues to climb. She's consistent and is often behind the scenes on many corporate accounts. Her newest venture is Badass Women of Promo which seeks to share the empowering stories of women in our industry through the namesake podcast. Charity is worth a follow whether you are male or female.
Follow Charity on Twitter: https://twitter.com/licensetoswag
Follow Charity on Facebook: https://www.facebook.com/sweetcherryt
3. Danny Rosin – Danny loves people and it shows, particularly on Facebook. Danny is as authentic and transparent as anyone as you'll meet as he shares so many personal and insightful things with no expectations for anything in return. Danny ranks really high on the list because of his extremely high engagement online with his connections. Danny knows how to stay top of mind and provide great content.
Follow Danny on Facebook: https://facebook.com/danny.rosin
Follow Danny on Twitter: https://twitter.com/dannyrosin
4. Bill Petrie – Even though he’s backed off the annual pumpkin spice rants, Bill remains engaging, insightful and highly leverages social media to engage and connect. Obviously, he is the president of PromoCorner and has done a great job elevating the profile of the organization and the many social connections for the enterprise.
Follow Bill on Twitter: https://twitter.com/billpetrie
Follow Bill on Facebook: https://facebook.com/petrie.bill
5. Jon Norris – As the chair of PromoStandards, Jon’s online influence goes far beyond his social posts. Jon’s use of multiple technologies to influence online is second to none. While he monitors his social feed more than he posts, he regularly engages socially with his connections. He uses those connections wisely online and offline.
Follow Jon on Twitter: https://twitter.com/jnnorris
6. Britney Godsey – Rising quite a few spots this year, Britney continues to blend the personal and professional in an engaging way on Instagram. There is much to learn from Britney who, like many others on this list, leverages her online connections in the offline world. As Vice President of Sales for Gold Bons, her fingerprints are all over the rest of the company’s social media as well.
Follow Britney on Instagram: https://www.instagram.com/goldbondgalbritney/
7. Kirby Hasseman – Consistent and always giving first. What can I say about Kirby that I haven't already said? Bottom line: you need to connect with Kirby.
Follow Kirby on Facebook: https://facebook.com/kirby.hasseman
Follow Kirby on Twitter: https://twitter.com/kirbyhasseman
8. Mark Graham & the commonsku team – Mark continues to be a force on social (he is a heavy influencer on many brands) despite his personal pages being less active than they once were. commonsku social media is worth following as they keep things interesting and do a fantastic job. When I pressed Mark and Catherine on who deserves the credit, they responded as all would expect of them. Rather than rephrase it, I'm posting the full response here because they paint the picture the best:
"We have a distributed team on this front now. Years ago, it was all me, but then we added more folks to marketing. Now it's a mix of me, Kate Masewich, Aly Brunton, Musaa Sami and Bobby Lehew (we all have a hand in the design, publishing, scheduling and marketing the posts). But Kate and Aly are the true drivers now.”
“I think what we have learned over the years is that social is not this off to the side thing that some young marketing coordinator handles. Rather it's an integrated part of the entire marketing and communications strategy which has executive support. I think that quality content and having an opinion about stuff also matters a lot too. I'd also be remiss in pointing out that none of this happens without a lot of budget directed at this - design, content and an engagement strategy - doesn't come cheap. But like with anything that costs a lot, you are very focused on how to generate ROI from this."
Follow Mark on Instagram: https://www.instagram.com/heymarkgraham
Follow commonsku on Instagram: https://www.instagram.com/commonsku
9. Karie Cowden – Karie brings energy with her wherever she goes. She is consistently interesting whether online or offline and a wonderful person to know and to follow. And while only Karie will understand this, WOOHOO Karie! :)
Follow Karie on Twitter: https://twitter.com/Kcowden
10. Angela Morris – Continuing to crush it on Instagram, Angela does one of the best jobs keeping her feed interesting while making sure people know what she does. She's also a colleague of mine at Geiger and is very successful offline as well as online.
Follow Angela on Instagram: https://www.instagram.com/thepromoshopper/
11. Charles Duggan – It was tough to replace Kenny with Charles, but Kenny stopped posting this year and handed the torch to Charles for #CARpenKAROKE. Very zany stuff but consistent with their brand of tacky suits; I'm just sad I haven't been invited to participate in an episode. Congrats Charles on your win as 2020 Supplier sales rep of the year too!
Follow Charles on Facebook: https://www.facebook.com/ironmanduggan
12. Tim Andrews and ASICentral/Vin Driscoll – I've always put Michele Bell on this list instead of Tim as Michele has had a very interesting voice for ASI for years and I love Michele. While she remains one of my favorite people on and offline, I have to give Tim the nod this year. Tim’s personal posts have been focused so much on giving and unity this year which struck a great balance of personal and industry posts. Plus, Vin Driscoll does an amazing job as the lead for the @ASIcentral twitter feed. You should follow ASIcentral for engaging and interesting content as well.
Follow Tim on Twitter: https://twitter.com/Tim_Andrews_ASI
Follow ASICentral/Vin Driscoll on Twitter: https://twitter.com/asicentral
13. Paul Bellantone – I have worked with Paul as a PPAI board member and find the way he uses social media to be outstanding. Like many on the list, Paul has reduced his posting on social media but remains highly engaged with other posts and uses social media very strategically.
Follow Paul on Facebook: https://www.facebook.com/bellantone
Follow Paul on Twitter: https://www.twitter.com/bellantone
14. Brittany David – Brittany has moved mostly to Instagram for her posts and reduced her actual posting activity significantly. What brings her on this list is how much she was tagged by others on various social platforms this year. Brittany was so busy engaging with people offline that her social visibility was really being tagged in the posts of other people than anyone I’ve ever seen. Once again, this reinforces that social media is most powerful when you work the offline connections as your priority.
Follow Brittany on Instagram: https://www.instagram.com/cheerface812
15. Jay Busselle – Tacos. Ok, it's more than tacos, but let's be clear: it has a lot to do with tacos. In fact, some would say Tacos are to Jay what Pumpkin Spice is to Bill. Not that they both enjoy them, but they both talk too much about them! Jay is constantly engaged on social media and is well worth your time to follow.
Follow Jay on Twitter: https://twitter.com/JayBusselle
16. Meg Erber – Back on the list this year, Meg uses each social media channel in different ways. Worth a follow on any of your preferred platforms with a great mix of content.
Follow Meg on Twitter: https://twitter.com/MeganErber
17. Dana Zezzo – Still using his social media to engage the masses after shifting from the supplier side to the distributor side.
Follow Dana on Twitter: https://twitter.com/danazezzo
18. Kathy Cheng – Someone you will learn a lot from as a person who stays true to her brand. Like several others on this list, she focuses her energy on a single platform - Twitter. Many people repost across multiple platforms to ensure they are visible everywhere. While that works for some, I prefer when people post content unique to each platform. Even if you don't want to heavily use Twitter, take a look at her posts every so often.
Follow Kathy on Twitter: https://twitter.com/kathywcheng
Dale Denham, MAS+, is the Vice President and CIO of Geiger, the largest privately held Distributorship in the Promotional Products Industry. In addition to being part of the executive team and leading IT, Dale runs the ecommerce businesses at Geiger including Crestline. Prior to Geiger, he was Senior Vice President for Advertising Specialty Institute. In 2015 Dale was elected to the PPAI Board of Directors and in 2018 he served as Chairman of the Board. Dale is also an “executive chef” for the industry group PromoKitchen and has served as president of Promotional Products Association of Florida among many other industry volunteer roles during his career. Dale was named one of Computerworld’s Premier 100 IT Leaders in 2015 and resides in Tampa Florida with his wife and 4 kids.