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BrightonSEO - Influencer Marketing - Allyson Griffiths iCrossing
- 1. Allyson Griffiths iCrossing Why micro-influencers aren’t the solution to a case of marketing FOMO
- 2. About me 2010 2012 2014 2016 2018 MS Outlook MS Excel MS Powerpoint
- 3. When you pick the wrong influencer for your campaign
- 4. Q: How many USD were spend on influencer marketing on Instagram in 2016? Influencer marketing is a big deal a) $47 million b) $570 million c) $821 million
- 5. b: approx. $570 million Influencer marketing is a big deal Captiv8 Study, cited in NYT, 2016
- 6. 92% of consumers trust earned media above all forms of advertising. Nielsen, Global Trust in Advertising, 2012
- 7. 75% of UK marketers will up their spend on influencer marketing in 2018. Rakuten & Morar Consulting, July 2017
- 9. Consumers get it, now
- 10. And it’s very expensive Celeb Influencer (+1mill following) Micro Influencer (<10k following) Facebook £75k £1.5k Youtube £67k £1.6k Twitter £65k £1.3k Instagram £60k £1.2k Snapchat £53k £1k
- 11. 57% of US brands say they did not have a way to calculate influencer marketing ROI. GroupHigh Study, 2016
- 13. So.. how can we do it better? Mission Matching Measurement Maximise
- 14. Mission
- 15. Start with a single minded objective Brand Consideration Data capture Direct revenue Social follower acquisition
- 16. Define your strategy Current Audience Increase Consideration New Audience Direct Sales AW17 Fashion Line Mobile banking for small biz
- 17. Match
- 18. 85% of brands find & manage influencers in house. Econsultancy & Fashion and Beauty Monitor, 2015
- 19. 84% of them find their influencers manually through searching social networks. Econsultancy & Fashion and Beauty Monitor, 2015
- 20. Know your target audience • Female • 18-24 • AB1 • London & South East • Uses a mobile phone • Reads the internet • Interested in fashion & beauty • Follows Zoella
- 21. Match your target audience Influencer Match Index
- 22. Algorithmically to your influencer’s Influencer Match Index Early Adopters Engages with competitor brands Engages with complementary brands Demographics match High action Branded content receptivity Creative match Match to current audience
- 23. Measure
- 24. 78% of US marketers see determining the ROI of influencer marketing as their biggest challenge in 2017 Linqia, ‘State of influencer marketing 2017’
- 25. The measurement status quo 0 10 20 30 40 50 60 70 80 90 Engagement Traffic Reach Product Sales Audience Sentiment Other Metrics US companies use to measure success of influencer marketing Linqia, ‘State of Influencer marketing 2017’
- 26. But what about our objectives?! Brand Consideration Data capture Direct revenue Social follower acquisition Engagement
- 27. Apply what we know from media Brand sentiment uplift Brand awareness uplift Sales uplift Tracking Links
- 28. Or, head towards the holy grail Unique identifiers
- 29. Maximise
- 30. Drive your direct response channels Backlinks User Signals Audience lists
- 31. Drive to your platforms Better conversion rates Bespoke content Data Capture
- 32. Integrate via data Email Paid Social Display
- 33. Because done a little bit better.. Mission Matching Measurement Maximise Means all influencer marketing can drive ROI
- 34. Phew, we made it
- 35. 1. Set a mission 2. Match to your target audience 3. Make use of tools 4. Think beyond reach 5. Ask for data 6. Negotiate tracking 7. Move towards media measurement 8. Push to your owned channels 9. Incentivize interaction 10. Think about discount codes Key Takeaways