The Landscape of Influencer Marketing in 2017
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Influencer marketing continues to evolve with some brands looking to double their investment in 2017. In this session our team shares their experience, expertise and what to expect in the coming year.
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The Landscape of Influencer Marketing in 2017
- 1. The webinar will start shortly… Thanks for joining us today!
- 2. Tell us where you’re dialing in from!
- 3. Hello! Kathy Baird Managing Director of Content + Social Ogilvy North America Thomas Crampton Global Managing Director Social@Ogilvy Kate Stoller Senior Account Executive Ogilvy PR Chicago José Arteaga Creative Digital Strategist Social@Ogilvy Ben Rissman EVP and Group Director Social@Ogilvy
- 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
- 5. The 2017 Landscape of Influencer Marketing February 9, 2017
- 6. Update from 2016 1. Tiers of influence are changing 2. Influencers are also content creators 3. Influence as a strategy vs. a tactic 4. More sophistication in technology 5. Increasing eye on disclosure All still important, but…
- 7. There’s more! What’s on tap in 2017?
- 8. What we’ll cover today
- 9. Trends
- 10. Five Major Trends 1. Increase in investment 2. Continued focus on micro-influencers 3. Questions on automation 4. Expectations on measurement 5. Leveraging advocacy What’s the Latest in 2017?
- 11. 1. Increase in investment Linquiq Survey of 170 marketers, November 2016
- 12. The Rise of the ”Micro” Influencer • Smaller yet powerful • Tighter connection to audience and stronger authority yields higher level of outcomes • Technology and IRM platforms facilitating easier activation and management 2. Continued focus on micro-influencers
- 13. 3. What’s the story with automation? • Inherent need for human eye • Increase in asks for carefully curated programs • Micro-influencers are reluctant to be “bought”
- 14. 4. Increased expectations on measurement “Four out of five US marketers want measurement of influencer marketing ROI to improve.” • Feeling that measurement capabilities lag • Desire for better attribution • Expect more data from influencers
- 15. Tapping Into Advocacy • Influence increases as audiences feel a closer connection to the messenger • Brands are expanding the sphere of influence to include everyday customers and employees 15 5. Leveraging customer and employee advocacy
- 17. Taking A Long Term View Of Influence • Creating a Center of Excellence for Influence • Approaching IRM at a category vs. brand level to drive efficiency • Building long-term relationships with influencers for continuity 17 As influencer marketing matures, the work will span several organizational functions, demand higher levels of expertise, and require more cross-functional leadership. B2C Approach
- 18. B2C Case Study: Beauty Industry
- 19. Mapping Influence • Determining influence by brand topic vs. by target demo • Leveraging data analysis to uncovering leading voices within the online conversation • Using these influencers to extend earned reach 19 Network analysis is used to understand the influence of individuals, analyzing the quality of their connections and strength of relationships with other influencers, specifically within a subject matter. B2B Approach
- 20. B2B Case Study: Tech Industry
- 21. It’s not always easy to incorporate an IRM program into an existing campaign, especially if your audience is on the more specific side. Bigger brands may get away with casting a wider net, more niche brands need to really focus on who they partner with to make sure there is an authentic fit for both parties. Check out the image to the right for what works about this partnership and post. The name of the blog is straightforward and immediately you know there’s a cooking tie. There’s video content to complete the story on YouTube Photo begins to tease the narrative and alludes to a larger story to be told on the blog and other social channels. Not branded except in description Clear disclosure Engagement from this niche audience Tagged BrandNiche Audience Approach
- 22. Niche Audience Case Study
- 23. Tips and Best Practices
- 24. IRM Best Practices / Tips and Tricks Vetting / ID Disclosure Contracting Measurement & Amplification
- 25. Best Practices: Vetting and Identification
- 27. Best Practices: Contracting When contracting work with an influencer (and potentially their management) there are many things to keep in mind: 1. What is the value exchange? 2. What am I getting? 3. Work out all the details upfront.
- 28. Best Practices: Measurement & Amplification
- 30. Questions? Kathy Baird Managing Director of Content + Social Ogilvy North America Thomas Crampton Global Managing Director Social@Ogilvy Kate Stoller Senior Account Executive Ogilvy PR Chicago José Arteaga Creative Digital Strategist Social@Ogilvy Ben Rissman EVP and Group Director Social@Ogilvy
Editor's Notes
- *Study by gen.video – influencer marketing co. Growth of 86% in 2016 by Linqia – influencer marketing co. eMarketer The Drum
- Example for Yoplait - cooking/food which is a larger niche example. Correct Fit: If you’re audience is gardeners, don’t assume a lifestyle mom blogger will be a perfect fit. For Niche brands, it may be better to focus specifically on cooking/recipe bloggers Use of other channels: Rule of thumb when engaging influencers is for them to post on channels they feel are most authentic (and usually where they have the largest followings or where they post most frequently), usually you can get more than 1 post when negotiation a partnership – take advantage Disclosure: We will discuss in best practices, but incredibly important for any paid (or item exchange) Imagery: Engage influencers who have beautiful images from past campaigns. Especially if visuals is important for your brand (most are). If editorial is crucial, make sure their past articles are clear and well-written. They won’t always let you edit their work so make sure they can be trusted to do a good job. Engagement: It’s touch to put a direct KPI against engagement (likes, shares, comments) but it’s important that if you want people talking about the post, that you see how the influencers’ past partnerships have been received by their audiences. Remember: Influencers serve 2 purposes – 1) Content creation & 2) Distribution to a target audience. Make sure their content is up to par and that their audience is engaged
- More targeted niche audience example: If Palmer’s: For a super specific brand like Palmer’s Cocoa butter that has a specific audience, they find it most effective to go straight to areas with large populations of their target. They have a road show and bring a social influencer along to tell the brand story. Rather than paying multiple influencers to post social content, they feature a few hero influencers who are essentially the social faces of the brand. If Orvis Fly Fishing: OrvisFlyFishing uses Orvis Ambassadors to capture beautiful visual content for their instagram feed.
- While there are many things to consider when beginning an IRM campaign or incorporating IRM into an existing PR/social strategy, we are going to highlight what we feel are top priorities to keep in mind.
- Numerous vendors, tools, and networks exist with the goal of first and foremost identifying the right influencers to work with and subsequently easing brand and agency communication with influencers. Ogilvy actively inventories these companies and meets with their leadership to understand which groups to tap for each IRM situation that we may want to pursue. It’s important to keep updated on these companies. Most of them have extremely valuable newsletters. My favorite is from MediaKix. These days it’s easy to automate ID, but its crucial to have a human touch when choosing influencers. Portals can get you to a great starting place, but is important to make sure there is a manual choice component as well. Onboard your vendor team Use your campaign brief to inform your vendor and your influencers of your campaign goals, ideal results, and any client sensitivities. Evaluate Influencers Closely Vendors will often identify influencers for you, but remember that you the brand best. Ensure that identified influencers are a sound strategic fit. Reach, Relevance, Resonance - An ideal influencer has a strong balance across all three categories. Make an Impression Even if a vendor handles primary communication, try to add a personal touch. Find a way to differentiate yourself. The best campaigns happen when the influencer truly understands the brand messaging. Make sure to work closely with the vendors and the influencers throughout the process. Throwing out a brief and not checking in may not get you the best result.
- The Federal Trade Commission (FTC) exists to improve consumer trust in online marketing and prevent deceptive advertising. Guidelines have been set to ensure readers and viewers know when a brand has been endorsed by an individual. Because endorsements factor into consumers’ purchasing decisions, the FTC mandates that all endorsed content should include a disclosure from the individual of any relationships with the brand. This provides transparency to consumers as they view the information about the brand. Your affiliation with us must be transparent and easy to understand (there is always some debate over which hashtags are better than others – the general consensus from the FTC is that #ad and #sponsor are best. #spon technically doesn’t cut it, but it’s better than nothing. The concern is that #spon isn’t being fully transparent) Your endorsement consistently appears in each individual social media post (OK to post at the beginning and allude to sponsorship throughout, but BETTER to #ad each time – big brands should always use #ad to be safe) Include disclosure that is easy to find, essentially unavoidable to your audience (hiding it in a strange place is a huge no-no – it should immediately stand out) Examples above: FEI & LG Styler (both Ogilvy clients)
- 1) Value Exchange: More than ever, influencers of any level of popularity are asking for compensation. However, get creative. For a perfect match client, they may offer to post for free in exchange for product, exposure or access to a special event. 2) Getting: Try to steer clear from paying one lump sum for one post. Many times you can negotiate a few things and package it up as a campaign. One post usually won’t do much to move the needle (unless the influencer is incredibly top tier) – but sometimes a few posts or a post and attending an event can be much more impactful and tell a more cohesive brand story over time. 3) Work out all the details upfront. The worst situation to get into is negotiating the nitty gritty way at the end of the contracting process, especially if legal teams are involved. It’s much easier to lay it all on the table at the onset of the project. Make 2 lists: 1) Must haves (non-negotiables) 2) Would be nice – things you can live without but would like to get to round out an activation. These help immensely to have in place before the legal team gets involved. Then all your cards are on the table and it’s more clear cut to sign off on the deal for both parties. The IRM group has example contracts and agreements we are happy to share as well as consult on contracting needs. But keep in mind that it’s important to involve legal many times to ensure all parties are covered.
- Tracking and measurement are important in IRM campaigns the same way they are important for traditional PR and social campaigns. If you’re working with a vendor, they might do some of this for you. When tracking influencer content, think proactively about how you can expand its reach and extend its shelf-life. Can you share on your brand’s social channels? Can you give it an even greater lift using paid media support? As we’ve mentioned throughout this presentations, amplifying beyond the initial point-of-coverage maximizes the value of your content. Measurement of IRM campaigns is becoming easier as availability of influencer-owned social data and analytics becomes more open for 3rd parties to use. Some vendors have access to influencer platforms to amplify content from their own channels which makes measurement easier. However, some channels are private or not open to third parties so in that case it’s smart to focus on overall reach, engagement and other qualitative metrics. Key metrics will vary campaign-to-campaign depending on brand goals. Throughout the campaign, you should also be evaluating creators to determine if they continue to be a strong fit for your client- what works for one part of the campaign, may not work later on. Consider evaluating audience demographics, message pull-through, quality of imagery/video, and the overall ease of the relationship.