How to Tap into the Power of Influencers - Magnet · • Real, accessible and credible ... down by...
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How to Tap into the Power of Influencers Natalie Milne Vice President, Content, Maple Media Ltd. ED2 Presented by
Transcript of How to Tap into the Power of Influencers - Magnet · • Real, accessible and credible ... down by...
How to Tap into the Power of Influencers
Natalie Milne Vice President, Content, Maple Media Ltd.
ED2
Presented by
PARTNER PORTFOLIO
OWNED & OPERATED PORTFOLIO
WHAT IS AN INFLUENCER? Influencers are those who are deemed to have the potential
to create engagement, drive conversation and/or sell products/services with the intended target audience.
Source: Inside Influence, IAB
WHAT MAKES AN INFLUENCER?
• Reach – 1.5K+ followers/readers
• Multi-platform – Blog/Facebook/Insta/YouTube
• Authentic voice – unique story to tell
• Passionate – believes in their personal brand
• Trust of audience – readers feel a connection
• Have the power to create online conversation, drive engagement and sales to a specific target audience
INFLUENCERS: THE NEW CELEBRITY
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Kim K One of the most famous influencers in the world – total reach of almost 200 million followers across FB, Insta and Twitter Multiple magazine covers, popular subject of tabloid magazines Chrissy Teigen Model and cookbook author, wife of John Legend Twitter influencer with over 10 million followers and 16.8 Instagram followers– known for her witty, honest, and really funny. Engages directly with audience Busy Philipps Actor who transitioned into the influencer space – now more famous b/c of Instagram than acting work. Told Vanity Fair last year she currently makes more from her sponsorships on social media than acting
INFLUENCERS AS BRANDS
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Issa Rae: Made her name on YouTube with web series Awkward Black Girl – HBO show Insecure. Now a NYT bestselling author and featured in Drake’s new video. Emily Weiss: Started beauty blog as a part-time gig In The Gloss while working for Vogue Glossier is one of the trendiest cosmetic brands. Three round of funding Chiara Ferragni: Famous blogger of The Blonde Salad Brand colabs with the likes of Pantene and Amazon Fashion in Europe and own shoe line which is carried at 300 retailers around the world
INFLUENCERS AS COLLABORATORS
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Joy Cho of Patrick Starr Kylie Cosmetics – overlining lip kit
INFLUENCER REACH
Today’s Parent: 38K Happy Grey Lucky: 315K
Flare: 192K Lilly Singh: 3+ M
Canadian Living: 5.6K The Domestic Geek: 1.3
M
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Lily Singh 13 million YT
EDITORS AS INFLUENCERS
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Voices/authorities in their own right, magazine editors are often also seen as influencers as they’ve built up their own niche audiences independent of their publications Nina Garcia, former fashion director at Elle – fired in 2008, became regular judge on Project Runway and built up a social following of nearly 5M across the board, now rehired as EIC as of Sept 2017 – Elle set to benefit greatly from her social influence Phillip Picardi – helped rebrand Teen Vogue – more political, driving national discourse, utilizing influencer marketing and social media tactics in really innovative ways. Risen from former intern to Digital Editorial Director for Teen Vogue and Allure, and has established his own Conde Nast publication, the LGBTQ+ online magazine ‘Them’. Phillip named one of Fast Company’s Most Creative People (2017), has led Ted Talks, is profiled by publications like The Guardian and Coveteur – has been built up as a personality separate from his work at Conde Nast Publications like Refinery29 actually position editors as influencers and sell sponsorships on the editor’s own social media accounts. Editors social platforms are seen as an extension of the R29 platform – pay in bonus on pay cheques http://www.thefashionlaw.com/home/refinery29-is-offering-up-its-staffers-as-influencers-to-lure-in-advertisers
WHY INFLUENCER MARKETING WORKS
• Trust • Engagement • Real, accessible and credible • Relatability
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Social media is an extension of personal connections – asking a friend for a recommendation Consumers have always turned to friends and family for opinions they trust. Social media amplifies personal endorsements from the kitchen table to the entire world. The most defining characteristic of effective influencers is not number of followers — it's quality of engagement. Unlike most celebrities, influencers respond to questions, give detailed opinions and participate in conversations. They create valuable content: personal stories about the products they use, photos, reviews and videos. Their readers respond and share, and good influencers keep the conversation going. Real moms talking about products they recommend. They know how to position the message to their audience to promote organic engagement Influencers are often the polar opposite of celebrities.
MAKING INFLUENCERS WORK FOR YOUR BRAND
• Distribution: Influencers expand reach • Influencers as models • Facebook Live/Twitter Parties: Events to draw bigger
audiences • Live events: Spur interest before, during and after
event • Expand revenue streams to bolster branded content
programs
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Publishers can hire influencers to promote content and have seen by influencer audiences Influencers as models – Chiara, Cosmo River Island
ENGAGING INFLUENCERS: REVENUE OPPORTUNITES • Branded content integrations: Influencer posts don’t get shut
down by ad blockers and can be highly targeted • Amplify: Publishers have the ability to amplify distribution
through added channels • Natural brand integrations: Influencers are authorities in their
fields drive sales of products • Agencies: Publishers as influencer agencies/influencer
wranglers (NYT T Brand Studios) • Increase inventory: Monetizing influencer blog traffic through
display ads (i.e. SavvyMom Collective, Domino ad network)
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Opportunity for several types of natural integrations depending on the influencer. Ex. beauty influencer can speak to makeup, skincare, body care. Fitness can promote studio openings, local events, food, sporting goods, etc. – can springboard into many other types of content/collabs RewardStyle is currently the largest affiliate marketing channel – a go-to for North American fashion bloggers – is said to have brought in over $1 billion in sales at the end of 2017, also accounting for nearly 40% of Nordstrom.com’s overall traffic. Digital advertising spend surpassed TV for the first time in 2017 reaching a 41% market share MAGNA Global anticipates that digital media sales will reach 44% of total ad sales in 2018 and reach 50% by 2020 ($291 billion worldwide) Social media and search represent 70% of digital media spend MediaKix estimates that total influencer marketing spend will grow to $5 billion-$10 billion by 2020, with the Instagram market alone set to hit $2 billion by 2019.
INFLUENCERS AS MODELS
MYDOMAINE/AVEENO
• Cosmopolitan partnered with YouTuber Jenn Im for Almay – how to get her signature glow. The video received over 400K views.
• Cosmo videos average around the 50K-100K mark
COSMOPOLITAN/ALMAY
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Jenn IM is best known for her YouTube channel, ClothesEncounters
• Refinery29 launched the 67% project in partnership with Lane Bryant and Aerie by American Eagle. Cast 5 influencers for a year long ambassadorship.
• Original content and microsite created – all centred around body positive messaging. Also leveraged panel discussions and events.
• Nominated for Digiday Content Marketing Award for Best Brand + Influencer Collaboration
REFINERY29/AERIE/ LANE BRYANT
29SECRETS/L’OREAL
• 29Secrets tapped five influencers to test L'Oréal's Hydra Genius Moisturizer
• Posts were published on 29Secrets and influencer sites
• Promoted across social media
INFLUENCER TYPE
Evaluation Criteria:
• Tone of voice • Follower authenticity • Audience alignment • Quality content • Percentage of organic versus sponsored content • Age/Gender • Engagement
CHOOSING THE RIGHT INFLUENCERS
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Consider brand safety
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Budget
SOURCING INFLUENCERS: PLATFORMS
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Platforms can: Identify potential influencers based on inputted criteria Fully analyze social channels and provide audience analysis Automate outreach
SOURCING INFLUENCERS: AGENCIES
• Source potential influencers based on brand fit
• Create a campaign plan in line with your KPIs
• Facilitate all contact with influencers – manage rates, negotiations, directives, etc.
• Oversee the full campaign, correct course if necessary, optimize best performing content, etc.
• Existing contracts and relationships with influencers
• Tend to only represent influencers with proven reach and engagement
• Fees applied to rate
• Are you paying? Are they amplifying the content? • Exposure vs. paid • Control over brand messaging • What is your ROI? Is there a call to action?
WORKING WITH INFLUENCERS: SETTING EXPECTATIONS
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Newsletter sign-ups? Product recommendation Event attendance?
CHOOSING THE RIGHT SOCIAL PLATFORM
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Consider your audience and content – should be at the centre of every decision Facebook: Parents are more active on Facebook Sharable content (articles, video, etc.) = Facebook Boosting and targeted ads more effective Instagram: Gen Z and millennials Image focused content YouTube: Longer-form content – 10 minutes + Ensure content is tailored to each platform Twitter Twitter is generally an older age demo 25+ Conversation = Twitter
Advertising Standards Canada guidelines: • The use of hashtags #sponsored or #ad must be appear as
part of main caption and cannot be buried amongst other hashtags.
• Full partnership disclosure must be made within the first 30 seconds of video content by way of, but not limited to, a statement outlining that content is sponsored
• Video content published to Facebook and Instagram must also include a visual disclosure of paid partnership. Any type of exchange for the production of content must be disclosed, whether the influencer(s) received event tickets,
product, travel, money, etc.
DISCLOSURE
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Brands may need to approve influencers for FB brand handshake
