Embed Size (px)
Citation preview
Clair M. Belleveau
Influencer Marketing
• (n) a form of marketing which focuses on specific/types of individuals (“value added” influencers) rather than the target market as a whole
• Influence _ Audience Reach (# of followers) X Brand Affinity (expertise and credibility) X Strength of Relationship with Followers
• 1970…it was social marketing
• 1990s-2000s…it was content marketing
• NOW: The Gold Rush of Influencer Marketing
General Statistics• By 2019, 80% of all global
internet traffic will be online video
• 90% of bloggers want to do contests and giveaways with their readers (more opportunities to reach consumers)
• For 2016: HuffPost Business influencer marketing prediction is an estimated climb up to 50% of digital marketing budgets will be for online shopper marketers, taking place of more traditional forms of media like display advertising
http://www.traackr.com/blog/the-evolution-of-influencer-marketing-and-whats-coming-next
ROI: Statistics• On average, marketers
who implemented an Influencer Marketing program in 2014 received $6.85 in earned media value of ever $1 of paid media
• Retail and apparel generated $10.48 (325% above EMV): 70% of businesses make $2 or more, and 13% make $20 or more
• 25% of marketers say influencer marketing is the most cost-effective acquisition channel
http://www.adweek.com/prnewser/study-influencer-marketing-pays-6-50-for-every-dollar-spent/111584
ROI: Metrics
https://www.sideqik.com/together-marketing/7-reasons-influencer-marketing-fueling-high-growth-brands
*One of the most common metrics for looking at the value of content is CPM (cost-per-thousand impressions)*
The table below shows value of brand impressions based on the size of the audience you’re able to reach, assuming a 2.5% engagement rate and a CPM of $5. While many brands are driving KPI’s deeper in purchase decision process, this is good for a quick comparison with advertising rates
How Much Marketers Spend
http://www.mavrck.co/how-much-marketers-spend-on-influence-marketing/
• We’ve found that marketers spend about 9 times more on the usual Facebook News Feed Ad when it comes to CPP in comparison to an influencer's channel use
• Returns from outreach campaigns have 2 main components: • “Last Touch Conversions”: Sales generated by direct clicks from the blogger’s sites or social
media activity • “First Touch Conversions”: Sales closed by one of the owned channels but instigated/assisted
by the bloggers’ activity• Cost/1,000 impressions for posts by “long tail influencers” -> Overall cost utilizing influencer
marketing gives you more “band of your buck” in comparison to these tactics used over social media
Social Channel Leverage
http://www.onalytica.com/blog/posts/5-predictions-for-influencer-marketing-in-2016/
100 Marketing Directors, Heads of Social Media, Communication & PR
Professionals were asked what channels had most response in
influencer marketing in what ways
Delivering content across multiple channels in order to capture a true message of
influence. Not all channels are equal to specific campaigns
Ex: Depicting Post Campaign Results:
The Influencer Approach• Personality Type: Decide who you want- an
activist, informer, authority, etc. Who best promotes campaign or product?
• Genre: Pick 1-2. Ex: tech, fashion, travel, marketing, etc.
• Niche: Pick 2-3. To promote product: the platforms that art writing about blogger outreach and influencer targeting
• Topics: Pick topic that your ideal influencer talks about on social/blog. Reference topic when you reach out and explain why the two of you are such a good fit
• Type of reach: What is the brand after? Whatever reach fits best, narrow down channels and # of followers on channels
• Shout-outs: Sharing a post they write on your social outlets to pull traffic to their site to help them feel important
4 Key Types of Necessary Influencers
• #1: Celebrities & Journalist Influencers:• Massive reach• Most successful brands have marketers that see
value in reaching A-list names but also the next tier within industry reach
• #2 Professional/Semi-Pro Influencers: • People who make living from/are known for
their personal brand• Important aspect of this type: ensure their
motivations/incentives are aligned with yours; best campaigns are based on relationship
• #3 Long Tail Influencers: • Brands focus on top 5-10 influencers• Typical ambassador has 500+ social connections• Build relationship with them and reach
authenticity at scale • #4 Fans:
• Already key social media followers/major product consumers who are easier to obtain but must have brand aesthetic
Influencer Example: Kate Arends, a PinPro with 2.6 million followers has great influence in the beauty and fashion category; She runs product boards on her Pinterest each with a link on where to buy an item she pins or to her company website/blog (Wit&Delight Digital Company)
Influencer Example: Birchbox teamed-up with lifestyle blogger, Emily Schuman of “Cupcakes and Cashmere” to curate their “Amy Box”: The partnership has more than 260,000 Instagram followers, receiving 18,000 likes and more than 550,000 consumers
https://www.youtube.com/watch?v=bBPG1K9vOnU
VINE
Influencer Example: Popular Viner (306K followers) Meagan Cignoli, works for quite a few brands; according to AdAge, they started their #getcomfortable campaign with ) followers and ended with 5,000
Influencer Example: #CadburyCraveyard generated 1,306,596 impressions due to celeb, Ryan Clark-Neal who posted the hashtag one day; there were 11,448 #CadburyCraveyard tweets compared to 105 the day prior
YOUTUBE
“The Next Style Star”https://www.youtube.com/watch?v=Bx7KSwaKAHI
Influencer Example: • Style-Blogger Competition held by Macy’s via YouTube channel for 8 episodes where
competitors have 10 minutes to put together millennial-styled look• Episode links are placed on Macy’s.com so viewers could buy products chosen from each
competition round• $10,000 prize + work displayed in Macy’s NY flagship store for the winner
Takeaways• Reach For:
Bloggers/Vloggers & YouTubers_ Power in Word of Mouth Communication
• Consumers trust 3rd party individual/group more than brand itsle— “Vouching” for brand’s credibility
• Modern day consumers are blind to billboards—they want live feed content
• Empower Influencer to talk about brand, follow up with them even when you aren't employing them for a specific campaign
APPENDIX
Helpful Social Channel Links• SocialBlade.com: Social Channel Statistics Hub http://socialblade.com/ • Vizified: Pinterest’s Influencer Platform http://vizified.com/ • VidRocket: YouTube’s Influencer Platform http://www.vidrocket.com/#/
• Plann (Plan Your Gram): Instagram visual planner/scheduler for posts
http://plannthat.com/#plann-visual-instagram-scheduler
• Fashion Brand’s Blogs: Brands creating their own blogs https://contently.com/strategist/2015/04/29/5-fashion-brand-blogs-that- are-killing-the-game/
Influencer Marketing Platforms• IZEA
– Adidas, Kelloggs, Hershey, NBC…• TapInfluence
– Volvo, Target, Macy’s, Lego…• GroupHigh
– Sony, ModCloth, Panera…• Linqia
– Cocoa-Cola, Disney, Dove, Levi’s…• ReadyPulse
– Skullcandy, Fabletics, NatureBox…• Speakr
– WB, Verison, Corona, Microsoft…• InstaBrand
– Colgate, Calvin Klein, Abercrombie& Fitch, Vogue…
Case Studies• Forbes: 8 of The Best Influencer Marketing Campaigns For 8 Hot
Agencies (2031)http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/markfidelman/2013/08/06/8-of-the-best-influencer-marketing-campaigns-from-the-8-hottest-agencies/&refURL=https://www.google.com/&referrer=https://• Chloe: VDAY Fragrance Campaign (2015)http://mediakix.com/2015/08/chloe-influencer-marketing-case-study/ • Starbucks: “Tweet a Coffee”—Turning Tweets into Sales (2014) https://blog.zogdigital.com/2013/11/15/case-study-starbucks-tweet-a-coffee-turning-tweets-into-sales/ • Business Instagram Case Studies https://business.instagram.com/
