INREACH 2016 - #INMARKET – Die Zalando Influencer Plattform Collabary
INREACH 2016 - reachhero & shoop 20 Millionen Views später
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20 Millionen Views später - Was Brands und Influencer aus über 60 Placements lernen können Alex Wagner // Aaron Troschke
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Transcript of INREACH 2016 - reachhero & shoop 20 Millionen Views später
20 Millionen Views später - Was Brands und Influencer aus über 60 Placements lernen können
Alex Wagner // Aaron Troschke
EXPERIENCE
More than 60 Product Placements and cooperations on Youtube, Instagram and SnapchatMore than 9 years working in online marketing
SPEAKER
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ALEX WAGNERHead of Marketing &
Product Shoop.de
EXPERIENCE
Social Influencer on YouTube, Facebook, Instagram and twitterYouTube channel „Hey Aaron“ with 470.000 subscribers – produced by Sony MusicTV Moderator/Reporter
AARON TROSCHKEHead of Influencer
Management
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Social Influencer Marketing with product placements and branded content works
“STUDY: Influencer Marketing pays $6.50 for every dollar spent” Article: Adweek
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However…
• Which influencer fits to my product?• Which platform works for my
product?• How do I engage with the
influencers?
Challenges for marketers:
• How do I measure the success of a campaign?
• How much do I pay the influencer?
PRODUCT – INFLUENCER MARKETPLACE UND ANALYTICS REACHHERO.COM
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Campaign Formats
• Fixed Price Placement
• Performance (CPC, CPI etc.)
• Give Away (Free products, pay per contact to Influencers)
Select Customers:
REACHHERO FACT-SHEET
REGISTERED INFLUENCERS ON PLATFORM6.000+
SUBSCRIBERS ACROSS ALL INFLUENCERS190+ Million. (YT,FB,IN)VIDEO VIEWS PER MONTH~1 Billion (Just Youtube)
ONLINE SINCEJanuary 2015
LARGEST INFLUENCER CONTENT MARKETING PLATFORM IN GERMANY
CAMPAIGNS800+
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Winner
CAMPAIGN EXAMPLE – E-Commerce Service
60+ Videos with YouTube Influencers20+ Million viewsCTR: 9x higher than other online ads90.000 new registrations30% lower cost per registration
Customer: Shoop / Qipu
THE INFLUENCER MARKETING PLATFORM
INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
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41%
1. Influencer sind keine Marketer
INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
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41%
CTR: 3,1% Leads: 872 (after 4 weeks)
INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
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41%
2. Timing, Timing, Timing
INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
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41%
Dienstag SonntagCTR: 0,9% CTR: 2,3%Ø 4:37 Minuten Ø 3:46 Minuten Leads: 928Leads: 142
INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
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41%
3. Kleine Geschenke…
INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
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41%
CTR: 7,3% Leads: 3.569
INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
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41%
4. Vertrauen ist gut, Kontrolle…
INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
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41%
CTR: 2,8% Leads: 12.536 (after 4 weeks)
CAMPAIGN EXAMPLE – Mobile App / Recruitung
7 Videos with YouTube Influencers1.7 Million views50.000+ App Installs after three weeksCampaign still ongoingCPI lower than any other traditional channels
Take Away:-Timing -Right Channel and perfect audience-Leave Influencers artistic freedom
Customer: TalentHero (Meine Stadt)
THE INFLUENCER MARKETING PLATFORM
CAMPAIGN EXAMPLE – Fashion
Video during Euro 20161.8 Million viewsOver 200.000 EUR in tracked sales Using Discount code for activation and tracking
Take Away:- Timing-Tailored offering-Reach matters!
Customer: Yancor
THE INFLUENCER MARKETING PLATFORM
Pricing
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Autos & Vehicles Comedy Entertainment Film & Animation Gaming Beauty/ Howto & Style
People & Blogs Science & Technology
Sports Average
195%
113%
45%
96%85%
131%
106%
49%
79%
100%
TKPs (Youtube) in verschiedenen Verticals (Daten aus 800+ Kampagnen)
Tips und Tricks by Aaron
• Alles tracken z.B. mit bitly• Affiliate Programme / ReachHero Performance• Crosspromo• Mehrere Social Media Plattformen bedienen• Management, MCN, Plattform?• Positionierung:
• Was du machst wird vom Kunden gesehen• Ältere Zielgruppe
INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
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41%
Verhandle einen realistischen Preis
Wie groß ist deine Reichweite?
Wie alt ist deine Zielgruppe?
Wie gut passt deine Zielgruppe zur Marke?
Wie rechnet eine Marke?
oder CPI, CPC, CPL, CPO…
TKP = PREIS/REICHWEITEx1.000
INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
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41%
Arbeite professionell
Halte dich an die Deadlines.
Beachte die Arbeitszeiten deines Kunden.
Halte dich an das Briefing.
Informiere deinen Kunden rechtzeitig über Verspätungen.
