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BrightonSEO - Influencer Marketing - Allyson Griffiths iCrossing


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Why micro-influencers aren't the only solution to a case of Marketing FOMO. BrightonSEO talk from Allyson Griffiths, Strategy Director at iCrossing, September 2017.

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BrightonSEO - Influencer Marketing - Allyson Griffiths iCrossing

  1. 1. Allyson Griffiths iCrossing Why micro-influencers aren’t the solution to a case of marketing FOMO
  2. 2. About me 2010 2012 2014 2016 2018 MS Outlook MS Excel MS Powerpoint
  3. 3. When you pick the wrong influencer for your campaign
  4. 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. 5. b: approx. $570 million Influencer marketing is a big deal Captiv8 Study, cited in NYT, 2016
  6. 6. 92% of consumers trust earned media above all forms of advertising. Nielsen, Global Trust in Advertising, 2012
  7. 7. 75% of UK marketers will up their spend on influencer marketing in 2018. Rakuten & Morar Consulting, July 2017
  8. 8. The status quo
  9. 9. Consumers get it, now
  10. 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. 11. 57% of US brands say they did not have a way to calculate influencer marketing ROI. GroupHigh Study, 2016
  12. 12. A sellers market Media Challenges Competitive Market Poor Measurement Marketing FOMO
  13. 13. So.. how can we do it better? Mission Matching Measurement Maximise
  14. 14. Mission
  15. 15. Start with a single minded objective Brand Consideration Data capture Direct revenue Social follower acquisition
  16. 16. Define your strategy Current Audience Increase Consideration New Audience Direct Sales AW17 Fashion Line Mobile banking for small biz
  17. 17. Match
  18. 18. 85% of brands find & manage influencers in house. Econsultancy & Fashion and Beauty Monitor, 2015
  19. 19. 84% of them find their influencers manually through searching social networks. Econsultancy & Fashion and Beauty Monitor, 2015
  20. 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. 21. Match your target audience Influencer Match Index
  22. 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. 23. Measure
  24. 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. 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. 26. But what about our objectives?! Brand Consideration Data capture Direct revenue Social follower acquisition Engagement
  27. 27. Apply what we know from media Brand sentiment uplift Brand awareness uplift Sales uplift Tracking Links
  28. 28. Or, head towards the holy grail Unique identifiers
  29. 29. Maximise
  30. 30. Drive your direct response channels Backlinks User Signals Audience lists
  31. 31. Drive to your platforms Better conversion rates Bespoke content Data Capture
  32. 32. Integrate via data Email Paid Social Display
  33. 33. Because done a little bit better.. Mission Matching Measurement Maximise Means all influencer marketing can drive ROI
  34. 34. Phew, we made it
  35. 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
  36. 36. Thanks! @allysongriffz