Not all reach was created equal
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Mark Carroll, Content & Publishing Strategist at H+K Strategies highlights the evolution of influencer marketing.
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Not all reach was created equal
- 1. Not all reach was created equal H+K Strategies | @TheMarkCarroll | @HK_London 1 Influencers Quantity ≠ Quality
- 2. © Hill+Knowlton Strategies 2016 Start with quality rather than quantity… Influencers Quantity ≠ Quality @TheMarkCarroll
- 3. © Hill+Knowlton Strategies 2016 There has been proven value of going where the eyeballs go… 3 Influencers Quantity ≠ Quality @TheMarkCarroll
- 4. © Hill+Knowlton Strategies 2016 Traditional media mentality + Scale + Impressions + OTS + Reach + Visits is shaping the influencer marketing decision making process… 4 Influencers Quantity ≠ Quality @TheMarkCarroll
- 5. © Hill+Knowlton Strategies 2016 Number of eyeballs is important, but are they even eyeballs? 5 Influencers Quantity ≠ Quality @TheMarkCarroll appzbizz.com digital-ad-fraud
- 6. © Hill+Knowlton Strategies 2016 UK ad blocking grew by 82% 12 million active users in 12 months up to June 2015 6 Influencers Quantity ≠ Quality PageFair 2015 Ad Blocker Report
- 7. © Hill+Knowlton Strategies 2016 Is a view still a view if there’s nothing to view? 7 Influencers Quantity ≠ Quality @TheMarkCarroll https://www.youtube.com/channel/UCL3kYISlzwhosIQe27kJKNw
- 8. © Hill+Knowlton Strategies 2016 CTR of a banner ad is around 0.10% avg For a Facebook post it’s 2.09% For an influencer post (cross channels) it’s upwards of 15+% 8 Influencers Quantity ≠ Quality @TheMarkCarroll Source: wolfgangdigital.com + BBDO Internal Study
- 9. © Hill+Knowlton Strategies 2016 Influencer marketing campaigns drive 16x more engagement than paid or owned media 9 Influencers Quantity ≠ Quality SocialChorus ‘Power Middle’ @TheMarkCarroll
- 10. © Hill+Knowlton Strategies 2016 92% of consumers trust word of mouth and recommendations from friends/family above all forms of ads 10 Influencers Quantity ≠ Quality Nielsen’s Global Trust report @TheMarkCarroll
- 11. © Hill+Knowlton Strategies 2016 Be seen to be popular through popular people 11 Influencers Quantity ≠ Quality @TheMarkCarroll
- 12. © Hill+Knowlton Strategies 2016 Popularity has changed… 12 Influencers Quantity ≠ Quality @TheMarkCarroll
- 13. © Hill+Knowlton Strategies 2016 More creators More fans More platforms More brands More global 13 Influencers Quantity ≠ Quality @TheMarkCarroll
- 14. © Hill+Knowlton Strategies 2016 With all that choice how do you decide who is right to work with? 14 Influencers Quantity ≠ Quality @TheMarkCarroll
- 15. © Hill+Knowlton Strategies 2016 Sadly it’s not a black and white answer. Influencer marketing is growing and flowing in Technicolor and surround-sound. 15 Influencers Quantity ≠ Quality @TheMarkCarroll
- 16. © Hill+Knowlton Strategies 2016 BIGGEST NUMBER ≠BEST NUMBER 16 Influencers Quantity ≠ Quality @TheMarkCarroll
- 17. © Hill+Knowlton Strategies 2016 2013 WOMMA definition of influencers 17 @TheMarkCarrollInfluencers Quantity ≠ Quality
- 18. © Hill+Knowlton Strategies 2016 2013 WOMMA definition of influencers Category Formal position of authority Institutional / recognised subject matter experts & advocates Media Elite Cultural Elite Socially connected Who they are Political/government leaders/staff Business leaders Academics/scientists Industry analysts NGO leaders Consumer activists Journalists Commentators Talk show hosts Celebrities Designers Artists Musicians Neighborhood leaders Members of community groups Online networkers Business networkers Channels of influence Political/government leaders/staff Business leaders Academic journals Traditional media New media Social media Traditional media New media Social media Traditional media New media New styles/products Social media Personal relationships Email lists Social gatherings Websites Social media What they are called (partial list) Political/government leaders/staff Business leaders Experts Mavens Analysts Critics Talking heads Columnists Politics Trend setters Fashionistas Taste makers Creators Starters Mavens Starters Connectors Spreaders Hubs Alphas
- 19. © Hill+Knowlton Strategies 2016 For a campaign you might consider using a combination of all these... + Cultural elite = mass market appeal + Media elite = credibility + Socially connected = community 19 Influencers Quantity ≠ Quality @TheMarkCarroll
- 20. © Hill+Knowlton Strategies 2016 A new type of celebrity has emerged with a different value… 20 @TheMarkCarrollInfluencers Quantity ≠ Quality
- 21. © Hill+Knowlton Strategies 2016 Introducing a new breed of influencer Category Formal position of authority Institutional / recognised subject matter experts & advocates Media Elite Cultural Elite Online Elite Socially connected Who they are Political/government leaders/staff Business leaders Academics/scientists Industry analysts NGO leaders Consumer activists Journalists Commentators Talk show hosts Celebrities Designers Artists Musicians Social native celebrity Media appeal + their own highly engaged audience Neighborhood leaders Members of community groups Online networkers Business networkers Channels of influence Political/government leaders/staff Business leaders Academic journals Traditional media New media Social media Traditional media New media Social media Traditional media New media New styles/products YouTube Facebook Twitter Twitch SnapChat Personal relationships Email lists Social gatherings Websites Social media What they are called (partial list) Political/government leaders/staff Business leaders Experts Mavens Analysts Critics Talking heads Columnists Politics Trend setters Fashionistas Taste makers Starters Vloggers Bloggers Instagrammers Vine Stars Mavens Starters Connectors Spreaders Hubs Alphas
- 22. © Hill+Knowlton Strategies 2016 The lines of who does what have become blurred… 22 @TheMarkCarrollInfluencers Quantity ≠ Quality
- 23. © Hill+Knowlton Strategies 2016 Over 10million views 23 Traditional celebrity strengths… @TheMarkCarroll
- 24. © Hill+Knowlton Strategies 201624
- 25. © Hill+Knowlton Strategies 201625 Any interviewer in the world… @TheMarkCarroll
- 26. © Hill+Knowlton Strategies 201626 The new Friday night chat show sofa @TheMarkCarroll 4M+ views
- 27. © Hill+Knowlton Strategies 201627 Get into Vlogs… @TheMarkCarroll
- 28. © Hill+Knowlton Strategies 2016 They get the all important WHYTHEY’RE POPULAR 28 @TheMarkCarrollInfluencers Quantity ≠ Quality
- 29. © Hill+Knowlton Strategies 2016 Short term: Superficial fame built on looks and finite trends? 29 Working with… @TheMarkCarroll
- 30. © Hill+Knowlton Strategies 2016 Long term: Truly talented and authoratitive. From 12th July 1962 through to March 2016 sell out performance to over 500,000 in Cuba 30 Or building… @TheMarkCarroll
- 31. © Hill+Knowlton Strategies 2016 A FOODTUBE RESTAURANT? THEIR OWN PLATFORM? A YOGCAST GAME?
- 32. © Hill+Knowlton Strategies 2016 To do that, quality of the audience and who you pick to work with is key for true impact… 32 Influencers Quantity ≠ Quality @TheMarkCarroll
- 33. © Hill+Knowlton Strategies 201633 Influencers Quantity ≠ Quality @TheMarkCarroll Topic of interest Credibility Audience Fit Brand Fit Multiplied by Reach
- 34. © Hill+Knowlton Strategies 2016 Launching a niche brand globally to Wanderlusters 34 Influencers Quantity ≠ Quality @TheMarkCarroll
- 35. © Hill+Knowlton Strategies 2016 GWI to inform that Instagram was where the audience is… 35 Influencers Quantity ≠ Quality @TheMarkCarroll
- 36. © Hill+Knowlton Strategies 201636 @TheMarkCarroll
- 37. © Hill+Knowlton Strategies 2016 Long list of potential Topic Credibility Brand fit Audience fit = WHO 37 Influencers Quantity ≠ Quality @TheMarkCarroll
- 38. © Hill+Knowlton Strategies 2016 Reach was the multiplier of the creative output = 2.3 MILLION 38 Influencers Quantity ≠ Quality @TheMarkCarroll
- 39. © Hill+Knowlton Strategies 2016 It’s not easy 39 Influencers Quantity ≠ Quality @TheMarkCarroll
- 40. © Hill+Knowlton Strategies 2016 Here are some tools 40 Influencers Quantity ≠ Quality @TheMarkCarroll
- 41. © Hill+Knowlton Strategies 2016 Sherlock H+K Identification and measurement tool looking at topic based impact 41 Influencers Quantity ≠ Quality @TheMarkCarroll
- 42. © Hill+Knowlton Strategies 2016 GWI Right platform and place to talk to your audience 42 Influencers Quantity ≠ Quality @TheMarkCarroll
- 43. © Hill+Knowlton Strategies 2016 Instagram Numbers behind the pictures 43 Influencers Quantity ≠ Quality @TheMarkCarroll
- 44. © Hill+Knowlton Strategies 2016 Tubular Labs In-depth multiplatform video analytics 44 Influencers Quantity ≠ Quality @TheMarkCarroll
- 45. © Hill+Knowlton Strategies 201645 @TheMarkCarrollInfluencers Quantity ≠ Quality
- 46. © Hill+Knowlton Strategies 201646 Influencers Quantity ≠ Quality @TheMarkCarroll Start with quality, not quantity: Topic of interest Credibility Audience Fit Brand Fit Multiplied by Reach
- 47. H+K Strategies © Hill+Knowlton Strategies 2016 Hill+Knowlton Strategies retains all intellectual property rights in, and asserts rights of confidentiality over, all parts of its response submitted within this presentation. By submitting this response we authorise you to make and distribute such copies of our proposal within your organisation and to any party contracted directly to solely assist in the evaluation process of our presentation on a confidential basis. Any further use will be strictly subject to agreeing appropriate terms. THANK YOU! 47 @TheMarkCarroll @HK_London
Editor's Notes
- An obsession with quantity is having a negative impact on the quality of a users experience. Quantity - voice Quality – as creatives NEEED BOTH
- Not going to contradict Byron Sharpe or Facebook to say reach and scale is not important… However
- All too often we’re seeing decisions being made by pure numbers. The largest number being seen as the best number….
- Size does matter, but what’s behind the size comes with more consideration than ever before. http://www.appzbizz.com/Blog-Entry-srk/Money-down-the-drain--bots-and-digital-ad-fraud-bek/
- https://blog.pagefair.com/2015/ad-blocking-report/
- Agency called Solve: https://www.youtube.com/channel/UCL3kYISlzwhosIQe27kJKNw $1,400 o If there’s nothing to view is a view still a view?!
- http://www.wolfgangdigital.com/blog/facebook-ad-ctr-study-newsfeed-v-display-from-the-wolfgang-lab
- SocialChorus ‘Power Middle’
- Nielsen’s Global Trust report
- All to often we’re sticking to classic examples of influencer marketing looking for the biggest name to mention your product… This often results in sticking with the names we know, the ones we are comfortable and familiar with… The early banner ads were cheap and effective, boasting a jaw-dropping 50-90% CTR (Click Through Rate)
- But as popularity changes, so do the faces the diverse spectrum of influencers and influence….
- We’re in a time where the definition or variety of celebrity and influence is changing… And the impact of that traditional approach of using the biggest name possible is becoming less effective.
- Leading the decisions? Reach Quantity Vanity metrics
- https://www.youtube.com/watch?v=cTl3U6aSd2w Clear role of celebrity ambassador, creatively using him to do what he does best. But the value was in the debate went on through media
- The power and instant recognition of David Beckham… And the fact he’s a nice guy.
- But the Cultural Elite now lean on the social Elite for fame - Bethany Mota, GloZell Green and Hank Green invited to the white house to interview Obama
- Kevin Heart being the guest on Caspar Lee’s Channel… They become the new Friday night – Jonathan Ross and Graham Norton Sofa https://www.youtube.com/watch?v=X-0r-pJRd0E https://www.youtube.com/watch?v=UjnKGZKAFcA
- If you’re not into the weird and wonderful world of YouTube especially the daily vlogs, this guy is the perfect starting point. Work with Nike, Mercedes, Jcrew and most recently Samsung… Despite being a open HUGE apple advocate and still being one.
- The scale of their channel is impressive but at the same time all of these examples show a deeper understanding of WHY they’re popular. As it comes to getting past the vanity metrics is WHY. Why are they so popular and is it the popularity you’re looking for? Reasons that some people are popular hasn’t changed, but again there is a question of quality.
- We can continue to keep trying to find the next big name, jump from face to face… Like the record industry signing and dropping artists.
- Or look for those stronger and more authoritative longer term partners…
- Already happening with Deliciously Ella; the mae deli is part funded by Whole Foods… Create longer term, higher quality relationship and
- TOPIC OF INTEREST – TRAVEL ,BEAUTY, FASHION, STYLE X THEIR CREDIBILITY AND VOICE ON THE TOPIC + THEIR AUDIENCE FIT FOR YOUR OBJECTIVE + BRAND FIT – TONE OF VOICE, STYLE, PREVIOUS ASSOCIATION BEST PERSON REACH IS THE AMPLIFIER
- Credibility – how engaged is the community Brand fit – tone of voice, premium, craft and pride in what they do Audience fit – Market, demographic
- This can be increased and built on with supporting paid targeting
- Often decisions can be based too much on the little black book, gut instinct and only those you know of…
- Hopefully this is going to get easier and easier as Facebook connect and open up the data between platforms. But at the minute we have a couple of tools we over lay – alongside conversations with the people we look to use. They know their community best.
- A reminder.