Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Intern Project


Published on

  • Be the first to comment

  • Be the first to like this

Intern Project

  1. 1. Social Influencer Insights Presented by: Cogent 2014 Interns
  2. 2. Social Media Platforms:
  3. 3. Twitter What is Twitter? • Social networking and microblogging service where users send and read short 140- character text messages, called “tweets”, that has been around since 2006. Details: • When others subscribe to your Twitter they are known as your followers. • Users can group posts together using hashtags (words or phrases prefixed with a "#" sign) • The "@" sign followed by a username is used for mentioning or replying to other users. • To “Retweet” a message from another Twitter user, is to share it with one's own followers.
  4. 4. Twitter What is Twitter best used for: • Source for news, information and emotional release. Why would a brand use it: • Announce news or join relevant timely conversations • Product information/promotions • Get ahead of customer feedback Top Followed: • Katy Perry (54.4MM), Justin Bieber (52.8MM), Barack Obama (44.07 MM), YouTube (43.6MM), Lady Gaga (41.6MM), Taylor Swift (41.8MM), Britney Spears (38.05MM), Rihanna (36.4MM) and Instagram (33.8MM).
  5. 5. Case Studies: Twitter Handle: @Oreo Followers: 376K Company: Oreo What: Free PR stunt with Oreo’s digital voice during the Super Bowl black out. 36% of viewers intended to use a second screen when viewing the game.
  6. 6. Twitter Handle: @TheEllenShow Followers: 29.7MM Company: Samsung What: According to CEO of Publicis, the selfie was worth between $800MM-$1B to Samsung. Most RT and Favorited tweet of all-time. Case Studies:
  7. 7. Twitter as a tool for Cogent: • Drive traffic • Informational voice of different brands managed • Celebrity seeding, as is already being done • “Listening” and “speaking” tool
  8. 8. Vine What is Vine? • A free mobile app owned by Twitter. • Released in January 2013 and already has an estimated 60 Million users • Users create and post short looping video clips that can be shared to Vine, Twitter and Facebook. • These clips are only a maximum of six seconds long. Top 10 most followed Viners: Nash Grier (8.8MM),King Bach (7.4MM),Brittney Furlan (6.7MM),Jerome Jarre (6.6MM),Curtis Lepore (5.3MM),Josh Peck (5MM),Marcus Johns (5MM),Rudy Mancuso (5MM),Jerry Purpdrank (5MM),Nicholas Megalis (4.3MM)
  9. 9. Helpful Vine Tips and Terms Tips: • Use a Tripod • Use headphones with built in mic for better sound • Create “how to” video content • Always use hash tags to join topics • Be Creative Terms: • Re-Vine: Sharing the video to your friends (like a retweet) • Loop: Total number of views • Viner: A person who shares vines • Channels: Different types of vine genres
  10. 10. How to Use Vine: • Download the App • Create a profile • Record your first “vine” video (only on mobile devices) • Share it to Vine, Instagram, Twitter and Facebook
  11. 11. Uses/Facts What is Vine best used for: • As a quick effective way to leverage video. o Humor/Comedy, Sports, Special effects tend to be the most popular Vines. Why do brands use Vine: • Brands use vine to creatively build brand awareness through short video clips. Facts: • In 2013 mobile devices exceeded the entire worlds human population. • In April 2013 vine was the most downloaded app in the apple store. • By 2017 video will be two-thirds of the worlds data • A branded vine is 4x more likely to be seen than a branded video.
  12. 12. Top 7 Types of Brand Integration 1. Celebrities 2. Use Your Logo 3. Animation 4. Infinite Looping 5. Candid Camera 6. Let the Influencers Do the Work 7. Hire a Director
  13. 13. Vine Stars: Vine Handle: Lauren Giraldo Followers: 2.8M Followers Loops: 2,211,577MM A 16-year-old social media Star who makes about $2,000 per sponsored Vine. Her videos are mainly just random acts of comedy throughout her daily life.
  14. 14. Vine Stars: Vine Handle: Pinot W. Ichwandardi Followers: 288K Followers Loops: 142,904K Company: Mountain Dew His trademark is animated sketch videos. Pinot answers that he gets around $1,000 to $2,000 for each branded video.
  15. 15. Case Study: Vine Handle: Nicholas Megalis and Rudy Mancuso Followers: 4.3MM Followers and 4.8MM Followers Loops: 716,655K Company: Trident
  16. 16. Vine as a tool for iSmoke: Vine Handle: @Smoketricks206 Followers: 22,221k
  17. 17. Instagram What is Instagram? • An online mobile photo-sharing, video-sharing and social networking service • Share to other platforms • 200 million monthly active users • Brands post on average of 5.5 posts by top brands a week • 75 million active users daily • 43% of top brands post daily • One-third of instagram users are between 18 - 24
  18. 18. Instagram What is used best for: • Best used for sharing visuals, creating brand equity, reaching the consumers, products, showing new products, public events, sales, etc. Why do brands use Instagram: • Brand equity/Cool factor • Promotional content Top Followed: • Instagram (56MM), Kylie Jenner (10MM), Khloe Kardashian (10MM), Ariana Grande (13MM), Justin Bieber (17MM), TheFatJewish (568K)
  19. 19. Case Studies: Instagram Handle: Michael O’neill (Professional Photographer) Followers: 550,000 Company: Vogue What: Did an instagram photoshoot with campaign with his iphone in places like Grand Central. Instagram Handle: Christine Hsu* @kkarmalove Followers: 170,000 Company: Fossil Watches What: She got paid $75 per branded image photo
  20. 20. Case Studies: Instagram Handle: Swopes Followers: 214K Company: Casamigos What: Photo-contest Instagram Handle: Chrisozer Followers: 561K Company: Mercedes Benz What: Hired photographers for a competition to shoot the the Mercedes-Benz CLA. (17.5K) Likes)
  21. 21. Instagram as a tool for Cogent: Spyder Giveaway: Dan Bilzerian, professional poker player with 3.2 million followers. Average picture over 140,000 likes. Loan him a Spyder in return for him taking a couple instagrams with it. Also the instagram post goes to 3.8 million facebook fans. Carnivor or Gascon Professional Photographer Campaign: Pair up with 10 popular/professionalPhotographers and have them run a campaign where they each post 5-10 pictures with Gascon or Carnivor.Photographers like Kuiper who averages 13,000 engagements per post. Incentive for winner. Winner is chosen by most comments, likes, etc.
  22. 22. PinterestWhat is Pinterest? • A visual discovery tool used to collect ideas for different projects and interests. • Launched in 2010 Details: • “The Pins” o Pins can be almost anything—a gift, recipe, or even a quote. o Little bookmarks people add to Pinterest that always point back to popular sites. • “Beautiful boards” o Boards where people collect and organize their Pins. • “Connecting interests” o Pinterest connects people through shared interests. • “Simple discovery” o Pinterest helps people discover things in a simple, visual way.
  23. 23. Pinterest What is Pinterest best used for? • Sharing content (images, videos, quotes..etc.) creating social engagement, sales, advertisement…etc. Why would a brand use it? • As a marketing tool to drive targeted engagement. Top Followed: • Jane Wang (2.3MM), Lowe’s (3.4MM), Christine Martinez, Ben Silbermann, Jennifer Chong, Joy Cho, Evan Sharp.
  24. 24. How to use Pinterest: 1. Sign up or linking your FB/Twitter profile. 2. Give it a name and shoot for a style that you like. 3. Follow those who influence your brand. 4. Then you should “pin” content onto your board or upload your own original content.
  25. 25. Case Studies: Pinterest Handle: WSJ Followers: 47, 873 Company: The Wall Street Journal What: Realized that pictures weren’t their strengths, so they used their board as a way of posting noteworthy quotes from their articles. Pinterest Handle: Nordstrom Followers: 197,950 Company: Nordstrom What: Nordstrom started using the service as a way to inspire customers and tell a visual trend story. Help customers create a big “wish list.”
  26. 26. Case Studies: Pinterest Handle: WholeFoods Followers: 194,441 Company: Whole Market Foods What: Created community boards and partnered with popular food and health experts on Pinterest (iVillage, Joy Bauer and Jessica Smith) to broaden their reach. Pinterest Handle: Sephora Followers: 310,741 Company: Sephora What: Pinterest users were regularly saving their favorite beauty products and inspiration onto Pinterest boards, and many of those images were from Sephora
  27. 27. Pros: o Create inspiration boards (using the style of the clients) o Create neutral spaces for all the same content. o One main board for LDV, then different boards for (Corso Coffee, Lugo Caffe...etc) o Able to see what people like from the brand as they pin your content. o Staying organized, categories of seasons, trends, clients Cons: o More of a female-orientated social site (might not work for all clients) Pinterest as a tool for LDV:
  28. 28. YouTube What is YouTube? • A video-sharing website where users can • Upload, view, and share videos. • Created in 2005 and owned by Google since late 2006 • More than 1 billion users visit YouTube every month. • 100 hours of video uploaded per minute • YouTube reaches more U.S. adults aged 18– 34 than any cable network.
  29. 29. YouTube What is YouTube best used for: • As a search engine for videos. Why would a brand use it: • As a platform to host all videos without having to pay for it. • Easy to follow reach • Connect with large audiences through popular YouTubers Top Followed: • PewDiePie (28MM), Smosh (18MM), Hola Soy German, VEVO (Rihanna, One Direction, Katy Perry, Eminem), nigahiga, Machinima, SkyDoesMinecraft, ERB, TheEllenShow and TheFineBros.
  30. 30. Types of Brand Integration: • Brand inspired content • Product placement/integration • Channel Sponsorships • On screen annotations and on screen video annotations • Advertisement o Before, during, or after video
  31. 31. What is a YouTuber? Philip DeFranco • CEO of DeFranco inc. Owns and Runs 5 youtube channels • Philip DeFranco (3,261,000+ subscribers) • PhillyD (879,000+ subscribers) • SourceFed (1,376,000+ subscribers) • SourceFedNERD (669,000+ subscribers) • ForHumanPeoples (182,000+ subscribers) Owns and runs a clothing/ products company • ( Social Media • Facebook- 540,900+ likes • Twitter- 502,000+ followers • Instagram- 261,000+ followers Noted Partnerships • -Gamefly -Dollar Shave Club • -Netflix -Full Sail University • -Ting -Samsung An influencer that created a following through YouTube; usually relevant on other social media sites as well.
  32. 32. Philip DeFranco Sponsorships
  33. 33. Choosing the Right YouTuber for Your Brand • Do the research • Find a brand that is in- line with a YouTuber’s identity • Match the YouTuber’s demographic to that of the brand.
  34. 34. How to get in contact with Youtubers: YouTube Networks: • FullScreen • Revision3 • BigFrame • StyleHaul • Machinima • Maker Talent Managers & YouTube Networks: • Linking with brands • Finding brand deals • Help Channel Growth
  35. 35. Case Study: Method: JackThreads worked closely with Revision3 to integrate both the brand and "invite-only" messaging into a roster of Revision3 shows. Due to the unique, in-show messaging model, JackThreads customized messaging to each individual show, making it more relevant to viewers. Objective: • JackThreads was looking to target young, male, web savvy consumers to increase signups, drive sales, and build awareness for their daily sample sale shopping service. Results: • 50%: Sign-up conversion rate for select Revision3 shows (5x industry average). • 12%: Overall purchase conversion rate for Revision3 users (2x industry average). • Users who have signed up for a JackThreads account through Revision3 purchase products more often than any other lead generator.
  36. 36. YouTube as a tool for EOS: EOS Lip Balm Youtube Channel -Currently no official EOS YouTube channel -”My Eos Collection” videos reach up to 499K views -Showcase collection and rare EOS scents -Product giveaways and promotions -Eventually move into Brand inspired content with large YouTubers Examples: EOS lip balm collection! 99Choca -168K views ____________________ EOS Lip Balm Review + Collection ♥ Brookexbeauty -346K views ____________________ My EOS lip balm collection ..:) Kayla ann -499K views
  37. 37. Social Influencer Insights Presented by: Cogent 2014 Interns
  38. 38. Index: Links used for Research on Pinterest: • • • • • • • • • afraid-to-ask/ Links used for Research on Twitter: Links used for Research on Vine: Links used for Research on Tumlr: Links used for Research on Instagram: