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The webinar will start shortly…
Thanks for joining us today!
Tell us where you’re dialing in from!
Hello!
Kathy BairdManaging Director of Content +
SocialOgilvy North America
Thomas CramptonGlobal Managing Director
Social@Ogilvy
Kate StollerSenior Account Executive
Ogilvy PR Chicago
José ArteagaCreative Digital Strategist
Social@Ogilvy
Ben RissmanEVP and Group Director
Social@Ogilvy
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It will be available for download shortly after the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!themarket.ogilvy.com
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The 2017 Landscape of Influencer Marketing
February 9, 2017
Update from 2016
1. Tiers of influence are changing2. Influencers are also content creators3. Influence as a strategy vs. a tactic4. More sophistication in technology5. Increasing eye on disclosure
All still important, but…
There’s more! What’s on tap in 2017?
What we’ll cover today
Trends
Five Major Trends
1. Increase in investment2. Continued focus on micro-influencers3. Questions on automation4. Expectations on measurement5. Leveraging advocacy
What’s the Latest in 2017?
1. Increase in investment
Linquiq Survey of 170 marketers, November 2016
The Rise of the ”Micro” Influencer
• Smaller yet powerful• Tighter connection to audience
and stronger authority yields higher level of outcomes
• Technology and IRM platforms facilitating easier activation and management
2. Continued focus on micro-influencers
3. What’s the story with automation?
• Inherent need for human eye• Increase in asks for carefully
curated programs• Micro-influencers are reluctant
to be “bought”
4. Increased expectations on measurement
“Four out of five US marketers want measurement of influencer marketing ROI to improve.”
• Feeling that measurement capabilities lag
• Desire for better attribution• Expect more data from influencers
Tapping Into Advocacy
• Influence increases as audiences feel a closer connection to the messenger
• Brands are expanding the sphere of influence to include everyday customers and employees
5. Leveraging customer and employee advocacy
Influencer Marketing Examples
Taking A Long Term View Of Influence
• Creating a Center of Excellence for Influence
• Approaching IRM at a category vs. brand level to drive efficiency
• Building long-term relationships with influencers for continuity
As influencer marketing matures, the work will span several organizational functions, demand higher levels of expertise, and require more cross-functional leadership.
B2C Approach
B2C Case Study: Beauty Industry
Mapping Influence
• Determining influence by brand topic vs. by target demo
• Leveraging data analysis to uncovering leading voices within the online conversation
• Using these influencers to extend earned reach
Network analysis is used to understand the influence of individuals, analyzing the quality of their connections and strength of relationships with other influencers, specifically within a subject matter.
B2B Approach
B2B Case Study: Tech Industry
It’s not always easy to incorporate an IRM program into an existing campaign, especially if your audience is on the more specific side. Bigger brands may get away with casting a wider net, more niche brands need to really focus on who they partner with to make sure there is an authentic fit for both parties.
Check out the image to the right for what works about this partnership and post.
The name of the blog is straightforwardand immediately you know there’s a cooking tie.
There’s video content to complete the story on YouTube
Photo begins to tease the narrative and alludes to a larger story to be told on the blog and other social channels. Not branded except in description
Clear disclosure
Engagement from this niche audience
Tagged BrandNiche Audience Approach
Niche Audience Case Study
Tips and Best Practices
IRM Best Practices / Tips and Tricks
Vetting / ID Disclosure Contracting Measurement & Amplification
Best Practices: Vetting and Identification
Best Practices: Disclosure
Best Practices: Contracting
When contracting work with an influencer (and potentially their management) there are many things to keep in mind:
1. What is the value exchange?2. What am I getting?3. Work out all the details upfront.
Best Practices: Measurement & Amplification
Questions?
Kathy BairdManaging Director of Content +
SocialOgilvy North America
Thomas CramptonGlobal Managing Director
Social@Ogilvy
Kate StollerSenior Account Executive
Ogilvy PR Chicago
José ArteagaCreative Digital Strategist
Social@Ogilvy
Ben RissmanEVP and Group Director
Social@Ogilvy