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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