Achieve your influencer marketing goal - GroupM Thailand€¦ · BE MINDFUL OF INFLUENCER SIZES The...

Achieve your influencer marketing goal

Size of

7%Of overall

advertising spendYear On Year

in Thailand

16%

WHY USE INFLUENCER?

1. Leverage the influencers reach, authority and recognition

2. Impact purchase decisions

“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best message. A trusted referral is the holy grail of advertising.

- Mark Zuckerberg, June 2017

ADVERTISERS STRUGGLES

A. Identify the right influencers (relevance)

B. Measure (performance & cost efficiency)

A. Identify the right influencers (relevance)

FIND THE RIGHT PARTNER USING TECH

8

Our own algorithm aims at answering what content a brand should produce and with whom

MSCORE ALGORITHM

BE MINDFUL OF INFLUENCER SIZES

The math behind most social sites are: the less the followers the more the organic reach

< 1,000 10,000-50,000 100,000+ 1,000,000+

Organic reach

micro influencer

50

K

14.9%

10

0K

10.1%

20

0K

2.9%

1M

+

0.6%

1K

42.9%

Number of followersinfluencer macro influencerinfluencer

The math behind social media : the less the followers the more the organic reach

AND ADJUST YOUR SPENDING

21.17% 24.14%

10.62%

68.96%

50.22%

52.56%

5.01%

12.20%

10.61%

4.85%13.44%

26.22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Qtr3 Qtr4 Qtr1

2018 2019

INFLUENCER TYPES SPEND % (GROUPM THAILAND)

micro influencer (<50K)

influencer (>100K)

macro influencer (>200K)

celebrity (>1M)

11

CLIENT BRIEF

QUERY

ROLE OF CONTENT

FORMATS SELECTION

PACKAGE

Note: not actual number due to confidentiality, used for example purpose only

TECH

HUMAN

MIX

MIX

TECH IS NOT ENOUGH

B. Measure (performance & cost efficiency)

SET CLEAR GOAL & MEASUREHow do you measure success ? What currency to use ?

Priority Description Currency

1 Conversion Cost per sale

2 Engagement (shares, likes, comments, clicks) Cost per engagement

3 Reach Cost per view

4 Quality of content None

view saleengagement

before

2018 2019

post

EVERYWHERE

CURRENCIES AVAILABLE

2018

COMMON

RARE

USE ANALYTICAL TOOLS TO COMPARE THE INFLUENCERS FOR YOUR CURRENCY

TUBULAR

HYPEAUDITOR

MASSFLUENCER

PALADIN

… and more

COMPARE INFLUENCERS PRICES

followers

THB -

THB 0.20

THB 0.40

THB 0.60

THB 0.80

THB 1.00

THB 1.20

- 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000

ACTUAL CPV VS. NUMBER OF FOLLOWERS (GROUPM THAILAND)

THB

0.1

9

THB

0.2

2

THB

0.3

7

THB

0.4

6

THB

0.4

7

THB

0.5

4

THB

0.6

3

THB

0.6

4

THB

0.7

1

THB

0.8

2

THB

1.2

1

THB

1.7

2 ACTUAL AVERAGE CPV ACROSS AGENCIES OF INFLUENCERS (THAILAND)

A

B

C

D

E

F

G

H

I

J

K

L

COMPARE AGENCY OF INFLUENCERS

X9 times

SELECT PARTNER ON COST EFFICIENCY

Cost per post : 10,000 THB

Estimated cost per view : 1.2 THB

Format : Image

Cost per post : 10,000 THB

Estimated cost per view : 0.6 THB

Format : Image

Note: not actual number due to confidentiality, used for example purpose only18

SELECT THE RIGHT PLATFORMS (REACH)

(MONTHLY ACTIVE USERS THAILAND)

7%

72% 67%

72% 67%

19% 7%

0.12%

1.97%SELECT THE RIGHT

PLATFORMS (ENGAGEMENT)

(AVERAGE ENGAGEMENT PER POST)

0.036%

0.44%

SELECT THE RIGHT PLATFORMS (SALES)

(AVERAGE CONVERSION RATE)

?%

?%

?%

?%

Conclusion

A. Identify the right influencers (relevance) • Tech and human input• The right mix of partners

B. Measure (performance & cost efficiency)• Clear goal and currency • Performance measurement

COMPARE FOR EVERY CAMPAIGN

Thank you