Social media day - 03/2016
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Keynote for Social Media Day, Brussels.How can we really op into the democratization of influencer? The answer: professionalism. From influencers to influpreneurs.
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Social media day - 03/2016
- 1. OPTING INTO THE DEMOCRATIZATION OF INFLUENCE Maarten Kesteloot @maartenkstlt Influo @influo
- 2. INFLUENCE MARKETING AN OLD CONCEPT
- 12. AND THREATS…
- 13. 38% of people between 18-29 use an adblocker on desktop (GlobalWebIndex)
- 14. 38% of people between 18-29 use an adblocker on desktop (GlobalWebIndex) already 25% in Europe block ads on mobile (GlobalWebIndex)
- 15. 38% of people between 18-29 use an adblocker on desktop (GlobalWebIndex) already 25% in Europe block ads on mobile (GlobalWebIndex) 8% of internet users generate 85% of all clicks Click-through-rates are 0,17% (doubleClick)
- 16. 38% of people between 18-29 use an adblocker on desktop (GlobalWebIndex) already 25% in Europe block ads on mobile (GlobalWebIndex) 8% of internet users generate 85% of all clicks Click-through-rates are 0,1% (doubleClick) 34% don’t trust banner ads at all or much, compared to 26% for magazine ads (eMarketer)
- 17. WHAT DO INFLUENCERS HAVE THAT ONLINE ADVERTISING LOST?
- 18. WHAT DO INFLUENCERS HAVE THAT (ONLINE) ADVERTISING LOST? TRUST
- 19. 84% of consumers will take action based on the reviews and recommendations of trusted sources above all other forms of advertising (Nielsen)
- 20. Influo’s goal BOOST RELEVANCY BETWEEN BRANDS AND MEDIA SO BOTH PARTIES CAN HAVE AN EASIER WAY IN WORKING TOGETHER
- 21. MISCONCEPTION “the bigger the reach of the medium, the better my campaign goals will be achieved”
- 22. INFLUENCE IS CONTEXTUAL there is no #1 influencer
- 23. MACRO VS MICRO
- 24. Followers Average Engagement > 100.000 1,7% > 1.000.000 0,1% 1.000 - 100.000 2,4% and 4,5%
- 25. MACRO > impressions MICRO > conversions
- 26. SO HOW DO WE OPT IN?
- 27. PROFESSIONALISM FROM INFLUENCERS TO INFLU-PRENEURS
- 28. GOOD PRACTISES • Make it personal, short, clear • What’s in it for the influencer? Exposure, Likes, Product, Money,… • Provide flexibility: let content creators do their thing, but communicate your requirements • Make sure your brand’s visual identity matches the influencer’s • Be sure she/he will be interested in the goodie bag you’re about to send • Maintain the relation afterwards • Be grateful Market with them don’t market to them