Influencer marketing is on an upward trajectory with brands dramatically increasing their investments. Yet not all influencer marketing is created equal. Hear from Jory DesJardins, co-founder and former President of BlogHer and The Virago Group, along with Jim Tobin, founder of Ignite Social Media and Carusele, as they share what they've learned watching influencer marketing change over the last decade as well as sharing tips on how to make sure your 2017 influencer marketing programs are up-to-date and effective. Click here to listen to the full Audio webinar: https://attendee.gotowebinar.com/recording/2969353578226228737 Additionally, you may access the full webinar transcript here: http://bit.ly/2tRFW6A

1. Carusele Presents

2. Today’s Speakers
Jory Des Jardins
@JoryDJ
Co-Founder of BlogHer, the digital media
company (acquired by SheKnows Media in
2014), and Virago, a strategic advisory for
female startup founders, investors, business
partners and experts. Co-producer of The
Scale Collective--an event connecting
founders to capital, partners, and expertise.
Startup advisor and operator. Scale expert.
Digital media geek--expert in social and
influencer marketing, multi-platform media
strategy and partnerships, building
marketplaces. Strong interest in commerce,
video, and VR. I help later-stage startups
scale.
Jim Tobin
@jtobin
Founder of Ignite Social Media, the original
social media agency®, in 2007 and Carusele,
a new spin on influencer marketing and
content marketing, in 2015.
Jim is also the author of two books on social
media. Social Media is a Cocktail Party,
published in 2008 and Earn It. Don’t Buy It.,
published in 2013.
The list of household brands Jim has worked
with over the years is long, but includes
Microsoft, Samsung, Nike, P&G, Chrysler,
Walgreens, Pepsi and many more.
© 2017 Carusele

3. History of Influencer Marketing
• 2005-2007: “Influence” a PR function; bloggers as press outlets
• 2008: Taming the Wild West: editorial best practices; early scale
• 2009: Size trumps engagement. FTC endorsement guidelines
• 2010: Rise of programmatic advertising and paid social
• 2011: Influencer targeting; guaranteed exposure
© 2017 Carusele

4. History of Influencer Marketing
• 2012: Native advertising; paid distribution of influencer content
• 2013: The Engagement Web; The Visual Web; Premium UGC video
• 2014: Influencer Audience Targeting. Guaranteed performance
• 2015: Mobile, video, Snapchat … blogs?
• 2016: Relevance trumps size; rise of the Microinfluencer
• 2017: Platform Agnostics; microsponsorship
© 2017 Carusele

5. Four Types of Influencer Marketing
How it Works: Advocates are
identified by their pre-existing brand
affinity and given assignment to
create their own content.
Best for:
• Sampling programs;
• Passion brands.
Watch outs:
• Platforms often create large
amounts of low influence, UGC
content
How it Works: A content-first
approach where creators are hand
selected and given customized
assignments. The best performing
content is then syndicated widely to
maximize reach.
Best for:
• Authentic, quality content and
storytelling
• Target reach, including
influencer followers and
beyond
Watch outs:
• Focuses is on reach of the most
engaging content, not reach of
each individual influencer
Media Sites with
Influencer Add-ons
Advocates / User-
Generated Content
Marketplace Influencer
Assignments Influential Content
Activations
How it Works: Software collects large
numbers of influencers. Assignments
offered in marketplace, people opt-in.
Best for:
• Product reviews
• Mass production of blog posts
and social shares
Watch outs:
• Same assignment to all with little
quality control;
• Not optimized to reach beyond
influencers
How it Works: Influencers are paid to
create branded content, which is then
supported by banner ads on select
sites.
Best for:
• Celebrity influencers /
Socialebrity Ambassadors
• Trackable, Viewable banner-ad
impressions
Watch outs:
• Content may not be authentic.
Celebrities/Socialebrities often
have reach without influence
• Influencer content is often
sourced via Marketplace-style
Assignments
© 2017 Carusele

6. What Is Going Right?

7. What’s Going Right: Consumption
• 1/5th of total media consumption now
goes to Influencer content. (Source)
• 200MM people worldwide regularly block
ads. (Source)
• 57% of people have made a purchase
based solely on an influencer
recommendation. (Source)
• Customers acquired through word-of-
mouth have a 37% higher retention rate.
(Source)
© 2017 Carusele

8. What’s Going Right: Sales
• A Nielsen Catalina study for a CPG
food brand sold at retail found that
consumers exposed to influencer
marketing spent an extra $285 for
every 1000 people exposed.
• Display ads generally drive $16 of
incremental spend per 1000
impressions, or only about 1/18th.
• These results did not even include
the additional 2x impressions the
content generated in just 2 months
post-campaign. (Source)
© 2017 Carusele

9. What’s Going Right: ROI
• For every $1 dollar invested in influencer
marketing, brands report more than $10 in
earned media value. (Source)
• Since influencer content lives on after the
campaign, a Nielsen Catalina study for a
CPG brand found that the ROI quickly
doubles. (Source)
• Another study found that the average
influencer blog post keeps paying
dividends for 2 years. (Source)
© 2017 Carusele

10. What’s Going Right: Investment
• Content marketing is the #1 marketing
tactic for Chief Marketing Officers. (Source)
• Because of consistent performance,
marketers are increasing budgets for
2017 for influencer marketing, while only
4% plan to reduce budgets. (Source)
• Brands using Carusele for influencer
campaigns get licenses to reuse all
content created. (Source)
© 2017 Carusele

11. What’s Not So Good?

12. Double-Edged Sword: Investment
© 2017 Carusele
© 2017 Carusele

13. Potential Threat: Shortcuts
© 2017 Carusele
© 2017 Carusele

14. It Often Works This Way
http://adage.com/article/cmo-strategy/celebrities-
ads-lead-greater-sales/148174/
© 2017 Carusele

15. How Influencer Marketing
Should Work

16. Where to find Authentic Influence
Work with those with AUTHORITY, are CREDIBLE, RELATABLE, RESPECTED,
and INSPIRING, the TRUSTED real deal for their followers.
© 2017 Carusele
ntent examples shown from actual Carusele client campaigns
“Celebs”
5M+ Followers
The Power Middle
10,000 to 5M Followers
Content Specialists
1,000 – 10,000 Followers
© 2017 Carusele

17. It Should Work This Way
Let’s not focus on the reach of the influencer.
Let’s instead focus on the reach of the content.
Influential content travels well beyond
the subset of the producer’s initial followers.
© 2017 Carusele

18. It Should Work This Way
© 2017 Carusele
© 2017 Carusele
ntent examples shown from actual Carusele client campaigns

19. Example: Abbott EAS
© 2017 Carusele
ENGAGEMENT ACTIVATIONS
Online promotions hosted by influencers
incentivize user-generated content, discussions
and sharing by target audiences, further spread
campaign messages
TARGETED AMPLIFICATION
The top performing content pieces are
shared widely through paid tactics designed
to reach highly targeted audiences with the
most impactful content.
INITIAL TESTING
Blog posts, photo, and video content is
shared across the social web while Carusele
Production Managers analyze performance
for engagement and audience relevancy.
CONTENT CREATION
Digital content creators are hand-selected
based on their ability to authentically support
brand messages, produce highly engaging
content, and reach the target audiences.
© 2017 Carusele
Examples shown from actual Carusele client campaigns

20. Summary
• Evolving: Influencer Marketing has changed a lot since 2005
• Varied: There are 4 main types of influencer marketing
• Shiny: Lots of promise, increasing success, lots of investment
• Threatened: Dollars racing in validate, but may compromise quality
• “Influence”: Reach doesn’t influence; ideas influence
• Targeted: Good campaigns don’t rely on hope
© 2017 Carusele

21. © 2017 Carusele
Questions? Contact Jim Tobin at Jim@carusele.com