TapInfluence - The ROI of Influencer Marketing

The ROI ofInfluencer Marketing

Identify Activate Distribute Measure

@chrispnixon@ravivturner #influencermarketing

HousekeepingLength60 Minutes w/ Q&A

Recording + SlidesWill Be Available After Presentation

Questions?Use chat feature

Tweet Much?Use #influencermarketing

TapInfluence is a rapidly-growing software company full of talented people focused on one thing — making it easy for marketers to connect with their

consumers in a meaningful, authentic way.

@chrispnixon@ravivturner #influencermarketing

@chrispnixon@ravivturner #influencermarketing

Helping Marketers:Identify

who are trusted by your target audience.

Activate

peer-trusted content that attracts and engages your target consumers.

Distribute Amplify social content at scale across the web on blogs, Facebook, Twitter, & Pinterest.

Measure Track the performance, engagement, and ROI of a program.

Raviv Turner,VP of ProductRaviv is the unifying force behind Tap-Influence product strategy and execu-tion, combining feedback from influ-encers, brands, channel partners, de-velopers, and the market to set the strategic vision and lead the execution on new features and products.

@ravivturner #influencermarketing

Chris Nixon VP of MarketingHaving ramped and ignited powerful marketing strategies for several successful tech and SaaS startups, Chris knows a thing or two about reaching and engaging with customers in the software world.

He now conducts the symphony of lead generation at TapInfluence as VP of Demand Marketing. To temporarily escape his own mindpowers, Chris loves being with his family and reading. He funnels his rapidfire thoughts into his blog (http://chrisnixon.me), and spends roughly 4 hours mowing the lawn every week. It's really quite large.

@chrispnixon #influencermarketing

@chrispnixon@ravivturner #influencermarketing

WHYARE WEHERE?

@chrispnixon@ravivturner #influencermarketing

TODAY’S AGENDA

Settingthe Table

TheMeat

Q&A

Influencer MarketingWhat about Content Marketing?How Influencers Fit into Content

The Buyer Funnel

The ROI ProblemThe Underlying Causes

The EffectA Solution

Real World ResultsWhat’s Next?

RecapQuestions

Influencer Marketing

Content that reaches the eyes, minds, and hearts of a select audience by harnessing the creative talents of

content publishers who influence the decisions of your buyers.

@chrispnixon@ravivturner #influencermarketing

Content Marketing is the marketing andbusiness process for creating and distributing

valuable and compelling content to attract, acquire, and engage a clearly defined and

understood target audience—with the objective of driving profitable customer action.

Joe Pulizzi -- Content Marketing Institute

The State of Content Marketing

CONTENT PRODUCTION

12%

creating content

CONTENT DISTRIBUTION

30%

reaching people

12% 30% 12% 30%

@chrispnixon@ravivturner #influencermarketing

@chrispnixon@ravivturner #influencermarketing

Influencers& The BuyerJourney

Awareness

Consideration

Preference

Purchase

@chrispnixon@ravivturner #influencermarketing

The Problem.

@chrispnixon@ravivturner #influencermarketing

I can’t quantify myinfluencer marketing

results.

The Problem

@chrispnixon@ravivturner #influencermarketing

Why?

(the underlying causes)

@chrispnixon@ravivturner #influencermarketing

No clearbusiness goals.

#1

@chrispnixon@ravivturner #influencermarketing

I don’t knowhow to measure.

#2

@chrispnixon@ravivturner #influencermarketing

Managing influencersseems hard.

#3

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The Effect.

@chrispnixon@ravivturner #influencermarketing

#2 We’re not effectively reaching our audience.

#1 We’re not maximizing our marketing efforts in the right channels.

@chrispnixon@ravivturner #influencermarketing

A Solution

@chrispnixon@ravivturner #influencermarketing

What should we measure?

Reach

Views

Engagement

@chrispnixon@ravivturner #influencermarketing

What to Measure#1 Reach

Unique Visitors + Twitter Followers + Page Likes+ YouTube Subscribers + Pinterest Followers

What is my potential total reach?

@chrispnixon@ravivturner #influencermarketing

What to Measure#2 Views

How many people are viewing my content?

@chrispnixon@ravivturner #influencermarketing

What to Measure#3 Engagement

How many actions were taken by our audience?

Clicks to Brand URLs, Clicks to Posts, Comments,Tweets, Facebook Shares, Facebook Likes, Pins

@chrispnixon@ravivturner #influencermarketing

TotalMediaValue

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Return On Influence (ROI)

Total Media Value - Investment

Investment= %

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What We’re Seeing

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Content Pieces Unique Visitors Total Reach

Total Views Total Media Value ROI

133 2.8M 3.3M

77K $103k 306%

----------------------------------------------------------------

@chrispnixon@ravivturner #influencermarketing

@chrispnixon@ravivturner #influencermarketing

50 Bloggers60 Days

Blogs, Facebook,Twitter, Instagram,Pinterest

@chrispnixon@ravivturner #influencermarketing

Results.

Reach

2.3M

$246,361

TMV

Views

73KEngagement

5K+

ROI348%

@chrispnixon@ravivturner #influencermarketing

Results. Part Two.

56%Overall time on site increased by 56%over the same period one year before.

31%Overall pages viewed per visit increased31% over the same period last year.

44%Increase in "share of voice" in June (thisis due to the number of entions of BBXin blog posts, etc)

223%Increase in positive mentions of BlackBox Wines.

(Google Analytics) (Radian 6)

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@chrispnixon@ravivturner #influencermarketing

We have executed word of mouth programs in the past, butwhat stood out for me was the quality of content createdthat could be re-purposed in so many ways. The blogger-generated posts and photography were of superior qualityand also very fun and entertaining. Their topics rangedfrom food pairing, to wine cocktail recipes, to entertainingtips and blind wine taste tests. All were well received fromour consumers.

Jane LeeBlack Box Marketing Manager

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Total MediaValue:

An InteractiveCalculator

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QUESTIONS?