Why Influencer Marketing Matters


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Presented at the 6th Annual Social Media Marketing Conference, Toronto, Feb 12-14 2013

Bloggers and social media content creators are the new influencers, and often have larger and more trusted audiences than enterprise brands. Influencer marketing is the idea of partnering brands with bloggers and other active social media users to create and distribute relevant content that is targeted towards an audience that cares, and is shared in a way that is authentic and transparent. It involves less shouting and more listening. It means less advertising noise and more quality conversations about things that matter. When brands partner with fans and influencers who are closer to their target audience than they are, they are taking a huge step towards building consumer trust and being part of the social conversations consumers are having long before they ever buy a product. This session will educate brands on best practices for creating powerful influencer marketing programs that help them shift from ineffective advertising to earned advocacy.

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Why Influencer Marketing Matters

  1. 1. 6th Annual Social Media Marketing ConferenceWhy Influencer Marketing Matters Presenter: Holly Hamann, co-founder, BlogFrog
  2. 2. About Your Presenter Holly Hamann holly@theblogfrog.com @HollyHamann Co-founder, BlogFrog Influencer Marketing Platform 18 years in digital marketingMathematics and Computer Science Degree Blogger – www.LoveandMath.com
  3. 3. Where are your customers?#BlogFrog
  4. 4. Disruptive Trends in Digital Marketing Online Advertising Social Content Media Marketing
  5. 5. 1. Banner Advertising Doesn’t WorkAdvertising budgets are shifting to social media, and major brandsare looking for intelligent, proven and measurable strategies toimprove engagement and influence.
  6. 6. 8% of internet users account for85% of all clicks
  7. 7. 2. Consumers Want ContentContent Marketing – compelling, relevant content, developedinternally or through a community of key influencers, is driving moremeaningful and stronger levels of social engagement with consumers.
  8. 8. There is only one true brandingmechanism online and that’scontent marketing.
  9. 9. 3. Social Media Creates InfluencersSocial Marketing – a new breed of technologies and best practices areemerging to target, automate and measure PR, sales and marketingprocesses and the ROI of social marketing campaigns.
  10. 10. In 5 years, marketers will spendmore on social, mobile, and videothan search.
  11. 11. Shifts in Brand MarketingControl PartnershipImpressions EngagementPurchase ConsiderationReaching everyone Niche audienceConclusions ContentFacts OpinionsLinear (print/tv) Non-linear Mobile and video
  12. 12. The New Influencer
  13. 13. Customers Follow Her
  14. 14. What do influencers have that brands don’t?
  15. 15. What is Influencer Marketing?Partnering with influencers who help create and share peer-trusted content.
  16. 16. Partnerships With Influencers Are Key• Helps reach more target consumers• Creates trust• Provides relevant consumer content• Helps create highly engaging, authentic content (video and mobile, blog posts)• Scalable• Creates powerful earned media• Effective supplement (or alternative) to banner advertising
  17. 17. What do influencers want?
  18. 18. We asked 65,000 of them
  19. 19. We Wanted to Know• What does the ideal brand partnership look like?• Which product category campaigns are most desirable?• How does trust and social good influence partnership choices?• How is influence measured?• How effective are brands at connecting, pitching, and compensating bloggers?• Which brands are the most successful at forming influencer partnerships?
  20. 20. Survey Demographics
  21. 21. Core Influencer Categories Top “Other” categories: • Personal • Beauty • Books • Faith/Religion This is where thousands of untapped powerful niche influencers live.
  22. 22. Hours per week spent engaged with other blogs Bloggers who spend 6 or more hours per week commenting on other blog communities show a correlated increase in revenue. Hours per week
  23. 23. Influencers favor brand-sponsored social mediaand blog campaigns! 93% have purchased a product based on information they found on a blog or online community. • 60% respected brands who wanted to interact with bloggers, thought campaigns were fun, validated their blogs, or thought they were great opportunities to earn revenue. • Less than 2% disliked brand-sponsored social media or blog campaigns.
  24. 24. What bloggers want in a brand relationship 90% of bloggers surveyed were somewhat or very interested in working with brands, provided they were compensated.
  25. 25. Most popular brand categories (view 1) Brand Categories Highly and Somewhat Desirable
  26. 26. What’s TRUST got to do with it? • 70% of influencers trust a brand more when that brand is promoted or recommended by someone they know from a blog or social media. • 56% of influencers trust a brand more when a campaign includes an element of “social good” (raising money or awareness for a non-profit or social cause).
  27. 27. How brands are reaching out to bloggers 58% of bloggers have never been approached by a brand to work on a campaign
  28. 28. Effectiveness of brand pitches Number of brand pitched received by bloggers each year • Nearly 2/3 of bloggers reject at least half of the brand pitches they receive. • 87% said personal feelings about a brand influences whether they will work with that brand.
  29. 29. Elements of a good pitch • Personal • Targeted • Relevant • Compensation • Clear • Organized • Concise
  30. 30. What product category campaigns were accepted?
  31. 31. Reasons for negative experiences 12% of bloggers had a negative experience working on a brand campaign.
  32. 32. Brands creating successful partnerships
  33. 33. Just like any perfect relationship…Photo source: Warner Bros.
  34. 34. Influencers want: Photo source: Warner Bros.
  35. 35. Brands want: Photo source: Warner Bros.
  36. 36. How do you get it? What bloggers want How to get itCommitment Engage bloggers for multiple campaigns to create relationships you can rely on for years.Partnership Products and trends evolve over time. Take the time to ask bloggers about your brand and product. Then listen.Respect Be as professional as you would with any business colleague.Compensation Asking bloggers to work for free is short-sighted. Create powerful partnerships by providing mutual benefit and compensation.Clarity Be clear about campaign scope (amount of work required, deadlines, compensation, non-competes, etc). Make it easy to say yes or no.To champion valuable Provide a high-quality product that is appropriately targeted (i.e. don’t ask aproducts diabetic blogger to write about your chocolate bar).Social engagement Follow bloggers on Twitter and Facebook, join their community discussions, Photo source: Warner Bros. comment on their blogs, get to know them.Balance Create campaigns that accommodate family-oriented lifestyles.
  37. 37. Current Clients
  38. 38. Thank You! Holly Hamann Co-founder, BlogFrog holly@theblogfrog.com