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Overview of the influencer marketing space including a 'lumascape' inspired chart showing the landscape of companies active in the space.
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Introduction & Market Landscape
Influencer Marketing Overview
This presentation provides an overview on the rise and increasing relevance of
social influencers, and how they are impacting the marketer’s toolkit.
Source: Basics of Influencer Marketing, Appinions 2012.
An influencer is a person who
expresses a contextually relevant
opinion that is meaningful enough to
elicit action from others
Influencer marketing is the practice of
identifying and building relationships
with individuals who have influence over
a target audience of buyers
Are Influencers the New Celebrity or the New Media Company?
§ Native to platform
§ Regular personal account
§ Early to platform
§ Dedicated to audience
§ True to voice
§ Younger demographic
§ Internet famous
Influencers are a new type of celebrity without…
§ Traditional gatekeepers (studio, TV, distribution)
§ A script
§ Barrier between fans
§ A mask
Network Audience Size
(largest age group)
Engagement Prototypical Influencer Representative Advertisers
18 – 29 yrs.
Chris Ozer, 32
18 – 29 yrs.
Zoe Sugg, 24
25 – 34 yrs.
Joy Cho, 34
Los Angeles, CA
snaps per day
Meghan Hughes, 16
Los Angeles, CA
Nash Grier, 16
18 - 29 yrs.
Tanesha Awasthi, 34
San Francisco, CA
US Social Network Ad Revenues
Social Becoming More Important to Marketers
Social media is taking share from traditional web
publishers, especially among young people, while
traditional online ads are becoming less effective
8% 9% 10% 12% 13%
2011A 2012A 2013A 2014E 2015E
Social Ad Network Revenue % of Digital Ad Spend
Source: eMarketer, Aug 2013.
Where Teenagers (13-18 years) Are Online
Instagram Google+ Twitter Facebook YouTube
% who check weekly
Source: Technorati 2013 Digital Influence Report.
Display Media CTR
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: Clipperton Finance Analysis, MediaMind, eMarketer, Pearson.
…as a result advertisers need to find a new way to
reach their audience
Change in Digital Ad $ According to US Advertisers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Video ad networks
Video sites (Hulu, YouTube)
Increase Maintain Decrease
Source: Advertiser Perceptions; “Advertiser Optimism Index Wave 19”, Sept 24, 2013 5
Influencers are More Relevant than Brand Pages
As organic social reach is increasingly limited, social influencers offer a more authentic
voice, leading to more engaged audiences
What forms of advertising do consumers trust?
Declining Reach of Facebook Brand Pages
Recommendations from people I know 92%
Consumer opinions posted online 70%
Branded websites 58%
Ads on TV 47%
Online banner ads 33%
Comparison of Brand Owned vs. Influencer Audiences
4.0% 3.5% 3.0% 2.7% 2.1%
Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014
% Reach on Brand Pages % Reach on Large Brand Pages (>500k likes)
Sure: EdgeRank Checker as cited in company blog, April 1, 2014 Source: Nielsen Global Trust in Advertising and Brand Messages, 2012.
Maybelline New York
Official Brand Who Influencer
51,000 Subscribers 5,000,000
11,000 Avg. Video 1,400,000
N/A Avg. 8,000
Declining engagement and audience in traditional online media is driving a shift to native
content and influencer campaigns on social
Influencer Marketing Emerging as Key Model
Native Advertising Influencer Marketing
Influencer marketing is typically used for brand marketing, as well as building buzz and
engagement around specific events
Contests Brand Awareness
Kia enlisted prominent mommy
bloggers as lifestyle advocates to drive
brand awareness, shares,
engagements, and to generate
The campaign worked with 198
bloggers, resulting in 24k social
endorsements, and 30M media
Mercedes-Benz enlisted six highly
followed Instagram photographers to
document a road trip in the new
Mercedes-Benz CLA. The campaign
included hashtag promotions and
contests for both the photographers and
fans to win a brand new CLA.
Over 2,100 studio quality Instagram
posts relating to the CLA, reaching over
Affiliate Product Launches
Taco Bell pre-marketed, and
worked with influencers to launch
the new Cool Ranch tacos across
Vine, Facebook, YouTube and
The combined social media
content generated 2.9B earned
media impressions, 2.7M
YouTube views, helping sell over
$1B in Cool Ranch tacos.
ModCloth actively partners with
bloggers to promote new
products, contests and brand
The company has reportedly
done $100M in revenue,
growing 40% year over year.
Sure: Augure 2014 Influencer Marketing report.
Paradigm Shift in the Marketer’s Toolkit
Shift to influencer and native marketing has impacted entire advertising value chain
Old World New World
Paid media on premium
content on social media
Expensive, broad, highly
Outsourced, cost efficient,
tailored to audience and
Unsafe for brands Effective, desired by user
Drive off page to
destination / microsite
Users stay in native
• Shift in spend to social platforms
• Outside trade media buying process
• New ad-tech infrastructure required
• In house creative teams less relevant
• Resources required to identify and manage
• Lower agency and production fees
• Content can be highly customized
• Shorter lead time
• Still have to manage brand “safety” risk
• Leverage influencers’ existing audience to
drive marketing goals
• Retain audience in native environment
• Difficult to move users off platform
• Hard to track and attribute using third parties
New Challenges for Marketers
New social mediums have led to new marketing challenges
• How do I ensure safe, consistent and quality content across
• How do I streamline editorial and content planning?
• How do I manage the conversation with my social audiences?
• How do I measure social influence and engagement?
• How do I identify social trends?
• How do I monitor, report and optimize?
• How do I identify and collaborate with my strongest influencers?
• How do I manage campaigns across a variety of social platforms?
• How do I manage engagement, execution and payments with
• How do I produce native content at scale?
• How do I leverage social context to build a destination/hub?
• How do I find viral content for my campaigns?
Influencer Marketing Landscape