6th Annual Social Media Marketing Conference formerlyWhy Influencer Marketing Matters Presenter: Holly Hamann, co-founder, TapInfluence
About Your Presenter Holly Hamann firstname.lastname@example.org @HollyHamann Co-founder, TapInfluence Sixth tech start-up 18 years in digital marketingMathematics and Computer Science Degree Blogger – www.LoveandMath.com Frequent speaker on social marketing #TapInfluence
Disruptive Trends in Digital Marketing Online Advertising Social Content Media Marketing
1. Banner Advertising Doesn’t WorkAdvertising budgets are shifting to social media, and majorbrands are looking for intelligent, proven and measurablestrategies to improve engagement and influence.
8% of internet users account for85% of all clicks
2. Consumers Want ContentContent Marketing – compelling, relevant content, developedinternally or through a community of key influencers, is driving moremeaningful and stronger levels of social engagement with consumers.
There is only one true brandingmechanism online and that’scontent marketing.
3. Social Media Creates InfluencersSocial Marketing – a new breed of technologies and best practicesare emerging to target, automate and measure PR, sales, andmarketing processes and the ROI of social marketing campaigns.
In 5 years, marketers will spendmore on social, mobile, and videothan search.
Shifts in Brand MarketingControl PartnershipImpressions EngagementPurchase ConsiderationReaching everyone Niche audienceConclusions ContentFacts OpinionsLinear (print/tv) Non-linear Mobile and video
We Wanted to Know• What does the ideal brand partnership look like?• Which product category campaigns are most desirable?• How does trust and social good influence partnership choices?• How is influence measured?• How effective are brands at connecting, pitching, and compensating bloggers?• Which brands are the most successful at forming influencer partnerships?
Core Influencer Categories Top “Other” categories: • Personal • Beauty • Books • Faith/Religion This is where thousands of untapped powerful niche influencers live.
Hours per week spent engaged with other blogs Bloggers who spend 6 or more hours per week commenting on other blog communities show a correlated increase in revenue. Hours per week
Influencers favor brand-sponsored social media and blog campaigns! 93% have purchased a product based on information they found on a blog or online community. • 60% respected brands who wanted to interact with bloggers, thought campaigns were fun, validated their blogs, or thought they were great opportunities to earn revenue. • Less than 2% disliked brand-sponsored social media or blog campaigns.
What bloggers want in a brand relationship 90% of bloggers surveyed were somewhat or very interested in working with brands, provided they were compensated.
What’s TRUST got to do with it?• 70% of influencers trust a brand more when that brand is promoted or recommended by someone they know from a blog or social media• 56% of influencers trust a brand more when a campaign includes an element of “social good” (raising money or awareness for a non-profit or social cause).
How brands are reaching out to bloggers 58% of bloggers have never been approached by a brand to work on a campaign
Effectiveness of brand pitches Number of brand pitched received by bloggers each year • Nearly 2/3 of bloggers reject at least half of the • Nearly 2/3 of bloggers reject at least half of the brand brand pitches they receive. pitches they receive. • 87%87% said personal feelingsabout a brand influences • said personal feelings about a brand influences whether they will work brand. whether they will work with that with that brand.
Elements of a good pitch• Personal• Targeted• Relevant• Compensation• Clear• Organized• Concise
What product category campaigns were accepted?
Reasons for negative experiences 12% of bloggers had a negative experience working on a brand campaign.
How do you get it? What bloggers want How to get itCommitment Engage bloggers for multiple campaigns to create relationships you can rely on for years.Partnership Products and trends evolve over time. Take the time to ask bloggers about your brand and product. Then listen.Respect Be as professional as you would with any business colleague.Compensation Asking bloggers to work for free is short-sighted. Create powerful partnerships by providing mutual benefit and compensation.Clarity Be clear about campaign scope (amount of work required, deadlines, compensation, non- competes, etc). Make it easy to say yes or no.To champion valuable products Provide a high-quality product that is appropriately targeted (i.e. don’t ask a diabetic blogger to write about your chocolate bar). Photo source: Warner Bros.Social engagement Follow bloggers on Twitter and Facebook, join their community discussions, comment on their blogs, get to know them.Balance Create campaigns that accommodate family-oriented lifestyles.