Advertiser's Crash Course in Influencer Marketing
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Transcript of Advertiser's Crash Course in Influencer Marketing
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Geno Prussakov
CEO, AM Navigator (marketing management agency)Chair, Influencer Marketing Days (conference)
888-588-8866 | Washington, [email protected]
Advertiser’s Crash Course in Influencer Marketing
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Introduction
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“Breakout Term”
Source: Google Trends
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Mass Media Storm
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Mass Media Storm
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Facts & Stats
Blog.Tomoson.com March 2015 Influencer Marketing Study
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Facts & Stats
Blog.Tomoson.com March 2015 Influencer Marketing Study
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“We've actively decided not to get involved in influencer
marketing.”
0%
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Facts & Stats
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Facts & Stats
ROI vs. EMV
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ROI (Return on Investment) “measures the amount of return on an investment relative to the investment’s cost.”
Investopedia.com
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Source: TapInfluence.com/ROI
Facts & Stats
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“Sales directly attributable to the positive (online) word of mouth” surrounding the iPhone’s launch “outstripped those attributable to Apple's (own) paid marketing sixfold.”
A new way to measure word-of-mouth marketingMcKinsey.com
McKinsey Quarterly – April 2010
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Facts & Stats
Source: TapInfluence.com/ROI
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“EMV (Earned Media Value) – the dollar value that can be attributed to publicity, social sharing, and endorsement,
and other unpaid digital media exposure.”
RhythmOne.com
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Facts & Stats
Source: RhythmOne 2015 Influencer Marketing Benchmarks Report
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Outline
• Introduction• Types of Influencers• Identification & Onboarding• Influencer Activation• Measurement• Conclusion
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Types of Influencers
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Type #1Macro-Influencers
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Case Study 1
+ 25% MoM
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Case Study 2
+ 16%
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Macro-Influencers
o Musicianso Actorso Professional athleteso Business leaderso “Platform sensations”
“… have developed an elevated status” (on specific social media platforms) by building a hyper-engaged audience, one that brands may want to reach through them.”
RhythmOne.com
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Evaluate based on your primary goals.What are you trying to achieve?
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Reach (vs. Engagement)
Instagram Marketing: Does Influencer Size Matter?Markerly.com, April 2016
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Type #2Micro-Influencers
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The reason:
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Characteristics of Micro-Influencers
• Non-celebrity• Expertise• Passion• Fewer than 100k followers• High rate of engagement• Capacity to motivate (action)
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Engagement / Followers
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Definition
Micro-influencer – a non-celebrity individual who influences a relatively small but highly-engaged follower base.
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Examples
• Instagram reviewer• Kayak fishing fan on YouTube• Photographer blogger
• Thought leader / “Brandvidual”
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Brandvidual
a) Focused on developing their personal brand
b) Creates content based on intelligence, experimentation, observation
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Advantages
Deep audience engagement Better approachability Lower costs Long-term relationships potential Better flexibility High conversion potential
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“For $25,000, you can activate several micro-influencers within your chosen verticals and get in front of roughly 5 million combined followers. That same amount will barely get you in the door with a celebrity.”Why You Should Think ‘Micro’ When Planning Your Next Influencer CampaignSarah Ware, TheHuffingtonPost.com, April 15, 2016
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Type #3Brand Advocates
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83% of consumers trust recommendations from people they know above all other forms of advertising.Global Trust in Advertising 2015 report by Nielsen
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Definition
Brand advocates “are a different breed of consumers” – they are happy to “evangelize their favorite brands and products.” And they do it “without cash or coupons, payments or perks.”
Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force by Rob Fuggetta
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Characteristics of Brand Advocates
Product fans
Happy to tell others
Do not require incentives
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5 Techniques to Identify Advocates
I. Ask “The Ultimate Question”
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5 Techniques to Identify Advocates
I. Ask “The Ultimate Question”II. Contact repeat customersIII. Employ social listeningIV. Monitor online reviewsV. Turn to fans and followers
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3 Ways to Support Advocates
I. Advocate Communities
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3 Ways to Support Advocates
I. Advocate CommunitiesII. Inside Information
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3 Ways to Support Advocates
I. Advocate CommunitiesII. Inside InformationIII. Spotlighting Them
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Advocacy is always:a) strategic/ongoingb) earned
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Identificationand Onboarding
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Principles of Identification
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Key Criteria
i. Audience Resonance
ii. Audience Engagement
iii. Lack of Brand Contradiction
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The Influence Formula
Reach × Brand Affinity × Relationship with Followers ___________________________________________
_INFLUENCEThe Explosive Growth Of Influencer Marketing And What It Means For You
Kyle WongForbes.com, September 10, 2014
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Influencers’ Role in the Marketing Funnel
Razorfish Social Media Influence Marketing Report, 2009
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• shorten the sales cycle• amplify other marketing
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Tools to Consider
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self-service
full-service
discovery
tracking
analytics
…and more!
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2 archetyp
es
databases
influencer networks
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Influencer Databases
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Definition
Influencer databases are structured sets of data regarding publishers of digital content.
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Influencer Databases
Platform-specific
Holistic (cross-platform)
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Influencer Databases (Examples)
Little Bird (for Twitter) Inkybee (bloggers and Twitter) GroupHigh (bloggers and their social imprint)
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Influencer Networks
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Definition
Influencer networks are networks of opted-in influencers, who have been vetted by the network.
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Common Functionalities
Create a campaign
Select influencers
Track & analyze performance
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Influencer Networks (Examples)
Whalar (for Instagram) Grapevine (for YouTube and Instagram) BlogMint (bloggers) FameBit* (cross-platform) TapInfluence (cross-platform)
* Acquired by Google on October 11, 2016
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Influencer Networks
…can be vertical-specific
Health & Wellness (e.g. Wellness Amplified) Fashion & Lifestyle (e.g. Shopping Links) Travel (e.g. iAmbassador) Outdoors (e.g. GravityFed)
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Conclusion
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Influencer Activation
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Principles of Activation
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3 Facets
I. Definition (of activation)II. Setting incentives in placeIII. Consistency
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I. Define Activation
Examples:• Mention on social media• Review within content• Traffic referral• Conversion(s)
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II. Set Suitable Incentives
TransactionalRelational
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1.Transactional Incentives
Examples:• Cash payment• Free product• Recurring payments tied to consumer actions
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2. Relational Incentives
Examples:• VIP Treatment• Event invite• Sneak peek• New product trial
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III. Stay Consistent
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Conclusion(We must have) a clear, unbiased
understanding of the situation at hand, deep insights into the vagaries of human nature, the establishment of appropriate and reasonable expectations and goals, and the constructions of a balanced set of incentives.
Bronwyn Fryer, “Moving Mountains” (Harvard Business Review on Motivating People, 2003)
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III. Stay Consistent
1. Start with the truth2. Appeal to greatness3. Make them proud4. Provide constant and consistent communication channel5. Build trust6. Care for the little guy7. Set different incentive levels
Bronwyn Fryer, “Moving Mountains” (Harvard Business Review on Motivating People, 2003)
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Activation in Action
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3 Phases
I. Pre-activationII. ActivationIII. Post-activation
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I. Pre-Activation
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I. Pre-Activation
Source: GroupHighCompensating Influencers While Maintaining Trust, 2015
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Consider:Influencer type
Relationship with brand
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II. Activation
i. Back them up
ii. Equip them
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Equip with…
o Customer demographicso Content about producto Lists of bestsellerso Keywordso Testimonialso Videos
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III. Post-Activation
Support them via:
• Social media • Guest blog posts• Feature them in your own marketing
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The majority of influencers are motivated when brands help them boost their image and grow their audience.
It’s a “win-win” situation!
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Measuring Influencer Marketing
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“Measurement is the first step to control & improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.”
— H. James Harrington
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Measurement Problem?
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…or blurry goals?
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Customer Journey (AIDA)
Awareness
Interest
Desire
Action
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Marketing Funnel
Awareness
Consideration
Action
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Awareness KPIs
Views/Reach New followers Re-posts Likes Traffic New links
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Consideration KPIs
Views of specific pages Email submissions Free trial/demo request Items in cart Searches Comments Social sharing Newsletter sign-ups
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Action KPIs
Revenue ROI Conversion New v. Returning Average Order Value Lifetime Customer
Value
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In Conclusion…
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It’s all about the imprint
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Thank You! Q&A Time