The New Power Couple: Paid and Earned Influence

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Host

Hillary Settle@hmbyers

Director of Marketing

Joseph Cole@joefcole

VP of Marketing

Guest Speaker

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What Is Influencer Marketing?

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Demystifying Influencer Marketing

1. Powerful 2. Social 3. Sexy4. All the rage with

marketers and CEOs5. Arbitrage 6. Currently affordable 7. “Native” advertising 8. Powerful SEO 9. Trackable and scalable

10. ROI

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But, what exactly is an Influencer??

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Celebrity Endorsement

Influencer Content

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Volume & Engagement

Infl

uen

ce

Hyper Influencers

Journalists/Media

Power Influencers

Channel Partners

Micro-Influencers

Brand Advocates

Current Customers

Citizen Influencers

46K

1.6M

254K

32K

5K

30K

1K

33K

Influencer Social Landscape

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#AGEOFINFLUENCE Power of The Power Middle

Sources: MSLGROUP and SocialChorus

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Why Is Influencer Marketing So Powerful?

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Influencer Marketing Creates Word of Mouth

92%of people trust

recommendations from other people over brand’s direct

promo content

57% 70%seek out

recommendations before making a

purchase decision

of Millennials and Gen Z say they trust people they

follow online, while only 40% say they trust

celebrities

Sources: Nielsen;

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Decline in Brand Organic Reach

Sources: SocialFlow

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Adblocking + Algorithm Changes + Platform Evolution

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Without real influence your content marketing doesn’t gain traction.

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The Two Sides of Influencer Marketing

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#AGEOFINFLUENCE What Is Earned Influence?

Earned Influence is an unpaid form of influence (think digital word of mouth) that focuses on creating long-term relationships with influencers and their

audiences through social media.

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Why Earned Influence?

Sources: Mavrck: Data based on a combined 10+ billion impressions across multiple platforms including Mavrck, Ad.ly, SveNe, TapInfluence, Nanigans & AdParlor.

It shows real results.

Earned relationships can take more time and effort than paid,

but they’re worth it for long-term success.

It’s authentic.

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The Value of Earned Influence: Identification

IdentifyFilter >6 million influencers by gender, location, conversation topic, and more

SegmentGroup audiences and tailor marketing strategies to them

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The Value of Earned Influence: Building Relationships

EngageActivate 1:1 messages or 1:1 messages at scale

MeasureDefine success metrics - Engagement Rate and Click Rate

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#AGEOFINFLUENCE What Is Paid Influence?

Paid Influence focuses on collaborating with social influencers to create content that will see high reach and engagement among audiences.

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Attract Convert Close Delight

How and where do consumers become

aware of you?

Whose voices do they trust

when considering your product or

service?

How easy are you making it for consumers

to go from intent to purchase?

What creates and keeps them in the

loyalty loop?

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ResonanceRelevanceReach

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Former AAA Hockey Player and Professional Skateboarder

Total Reach: 513K

Fashion & Travel editor of Goldnique

Sage Goldnik

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Sage Goldnik

Cost Per Engagement (CPE): $0.07

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Sage Goldnik@sagegoldnik

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How Can Paid and Earned Be Used Together?

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Paid and Earned Together

Paid to Supplement Earned

1. Opt-in marketplace of influencers who want to work with brands - intrinsic value.

2. Level of “professionalism” with creative agency level of product

3. Boost earned efforts and increase amplification

Earned to Supplement Paid

1. Reach out to influencers’ audiences and begin direct relationships with them

2. Share content created with paid influencers with relevant audiences

Both: Focus on creating authentic relationships with influencers.

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Where Is Influencer Marketing Headed in 2017?

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Bigger Focus on Power Middle and Micro-Influencers

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Bigger Focus on Power Middle and Micro-Influencers

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More Positions Created AroundInfluencer and Advocacy Marketing

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Marketers will call BS on the old digital and social metrics

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Influencer Marketing In Action

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TapInfluence partnered with fortune 500 food brand, Nielsen Catalina Solutions and 258 influencers to complete the first ever Influencer Marketing Sales Effects Study.

Proving Influence Drives Revenue

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How Tracking Works

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Incremental Sales

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11x is all you need to know.Sales Lift

Display ads: $16 per 1,000 impressions

Influencer Marketing: $285 per 1,000 page views

Evergreen ROIAdditional 2x views were generated after campaign concluded

Effective CPM is halved every 3 months

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Craftsman Increased Acquisition Rate to 27% Using Insightpool #MADEtoRACE at the True Race of Gentlemen

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ObjectivesCraftsman wanted to use Insightpool’s unique algorithm to:

● Identify key influencers

● Build 1:1 organic messaging

● Increase their acquisition rate and

engagement rates

Hyper-Targeted StrategyInsightpool identified these main groups to target

the campaign towards:

● Overall Racing Fans

● Women Racing Fans

● Women Pro Racers

● Classic Car or Car Restoration Lovers

● Automobile Journalists

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#MADEtoRACE Results:

● >1 million Total Reach from influencers acquired

● 2.3 million in exposure on #MADEtoRACE tracked through TweetReach

● 27% in avg. reply rate● 27% in acquisition rate

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Q&A

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