www.augure.com/en@augurerepmgmt

The 2nd annual study into the status and practice of influencer engagement reflects that this practice is carving itself a privileged niche in marketing and communications plans. But, how effective is it really? What are the best channels, content and interaction strategies? How should businesses get organized to tackle this new challenge in the best way possible? You'll find the keys to answer these questions in this study.

STATE OFINFLUENCER ENGAGEMENT2015 REPORT

84%

of marketing and communications professionals will resort to influencer

engagement in 2015

L E V E L O F A D O P T I O N

E F F E C T I V E N E S S O F I N F L U E N C E R E N G A G E M E N T

49%44%

5%2%

Not effective at all Somewhat ineffective Somewhat effective Very effective

27%48%21%

4%

26%50%20%

4%

raise brand awareness

Generate sales leads

increase customer loyalty

75% 69% 53%

Identify the right influencers

Find the right engagement tactics

Measure the performance of your programs

32 % Keep track of your influencers’ activity

26 % Find budget for your campaigns

26% Automate your engagement process

8% Find / Train qualified staff

M A I N C H A L L E N G E S

SEOSEO

crisis management

SEO

corporate Communications

Organizing events

content Creation

product launch

content Promotion 67%59%

59%45%

32%

23%

14%

INFLUENCER ENGAGEMENT USE CASES

24%

ć

42%51%

v

54%

t

68%

MOST FREQUENTLY USED CHANNELS

Twitter Blogs Facebook Media Instagram

69%44%70%

32%Webinars /Hangouts

29%Whitepapers /

ebooks /studies

27%Infographics

26%Press

releases

2%Others

Events

Guest posts

Video

MOST EFFECTIVE CONTENT TO LEVERAGEA COLLABORATION WITH INFLUENCERS

22%

24%

25%

29%

45%

55%

earn money

get perks (discounts, free samples)

live new experiences (trips, events...)

shape their image

create quality contents for their audience

increase their reach / grow their audience

INFLUENCERS’ MOTIVATION

36%Rarely

33%Never

22%Frequently

9%Always

INFLUENCER REMUNERATION

DO YOU PAY THE INFLUENCERS YOU WORK WITH?

41% 33% 20% 6%Will increaseWill remains

stableNo budget Will decrease

BUDGET FOR 2015 VS 2014

PR Manager Community Manager CEO

Digital Marketing Manager

Content Marketing Manager CMOOthers

28% 17% 17% 11% 11% 9% 7%

OWNER OF THE RELATIONSHIP WITH INFLUENCERS IN THE COMPANY

56%34%

9%

1%

Europe

North America

Latin America

Others

geographic area32%

27%

41%

Large companies (>1001 employees)

Medium-sized companies (51 to 1000 employees)

SMEs (<50 employees)

size of the company

position held at the company

43%C Level (CEO, CFO, CTO) & Senior Management

Middle Management & Staff

57%PR

41%

Others

11%Marketing

48%specialisation areasANSWERS

PROFILE OF THOSE SURVEYED603