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Navigating Influence 2.0: The Future of Influencer Marketing

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Discover new and compelling data revealing the current state and future evolution of the practice of influencer marketing. With data from 102 enterprise brand leaders, this presentation gives you the know-how to push influencer marketing from campaign add-on to strategic game changer.

Published in: Marketing

Navigating Influence 2.0: The Future of Influencer Marketing

  1. 1. NAVIGATING INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING T R A A C K R Live webinar presenting key findings in influencer marketing @traackr #Influence2Live
  2. 2. OPTIMIZE YOUR EXPERIENCE I N F L U E N C E 2 . 0 B E S O C I A L Share your POV #influence2Live @t raackr E N A B L E P O P - U P S S U B M I T Q U E S T I O N S T E C H I S S U E S ?
  3. 3. NAVIGATING TODAY’S PROGRAM I N F L U E N C E 2 . 0 K I R K C R E N S H A W Today’s Moderator C MO, Traackr @kirkcren B R I A N S O L I S Principal Analyst, Altimeter Group @briansolis L E E O D D E N C EO, TopRank Marketing @leeodden S E T T I N G T H E S C E N E F U T U R E T R E N D S H U R D L E S & S U C C E S S FA C T O R S Q & A Key findings on the current state of influencer marketing Shifting from “influencer marketing” to “influencer relations” Key takeaways from B2B and B2C marketing change agents Submit your questions throughout the program Share your POV: #Influence2Live @t raackr
  4. 4. RESEARCH METHODOLOGY I N F L U E N C E 2 . 0 102 brand marketers and strategists participated in a research study, led by Traackr & TopRank Marketing, to evaluate the current and future state of influencer marketing in leading enterprises. ENTERPRISE SIZE: 70% of respondents come from companies sized 1000+ 48% of respondents come from companies sized 10000+ 36% come from either Fortune 1000 or Global 500 companies RESPONDENT LEVEL: 28% are CMOs or higher 50% are VPs or higher 81% are Directors or higher A selec tion of t he brands t hat par ticipated in t he Influence 2.0 study
  5. 5. THE CURRENT STATE OF INFLUENCER MARKETING I N F L U E N C E 2 . 0 1
  6. 6. INFLUENCER MARKETING IS STILL AN EARLY ADOPTER CATEGORY I N F L U E N C E 2 . 0 The data around t he prac tice represent s an untapped potential for enterprise organizations 43% 28% 24% 5% 31% 14% 48% 7% Integrated Program Ongoing Program Campaign-driven Program Experimenting 49% 36% 11% 4% ALL B2C B2B Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  7. 7. INFLUENCER MARKETING IS VIEWED AS STRATEGIC I N F L U E N C E 2 . 0 71% of brand marketers rate influencer marketing as a strategic or highly strategic prac tice Not strategic 5% Somewhatstrategic 24% Strategic 25% Highlystrategic 46% Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  8. 8. ITS CROSS-DISCIPLINARY NATURE IS A CHALLENGE & AN OPPORTUNIT Y I N F L U E N C E 2 . 0 Who engages with influencers? 0 21 41 62 Social Media Digital Marketing Brand/Product Advocacy Demand Generation PR AR Customer Care 84% 56% 28% 0% Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  9. 9. THE IMPACT IS FELT ACROSS CONTENT & SOCIAL I N F L U E N C E 2 . 0 Where has influencer marketing been most impac tful? Content Marketing Social Media Marketing Community Management Media Relations Advocacy Reputation Management SEO CSR Recruitment/Talent 0 17.667 35.333 530% 26% 52% 80% Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  10. 10. WHAT IS YOUR IDEAL OUTCOME OF INFLUENCER MARKETING? P O L L Q U E S T I O N
  11. 11. 11 LIVE POLL RESULTS I N F L U E N C E 2 . 0 What is your ideal ou tcome of influencer marketing? Increase in revenue Increase in brand awareness Increase in customer retention/CSAT Increase in brand advocacy 0 17.5 35 52.5 70
  12. 12. Brian Solis once defined influence as, “causing effect or changing behavior.” M u c h o f t h e p r a c t i c e t o d a y a c c o m p l i s h e s n e i t h e r. Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  13. 13. THE FUTURE EVOLUTION OF INFLUENCER MARKETING I N F L U E N C E 2 . 0 2
  14. 14. INFLUENCE CAN DO MUCH MORE THAN PROMOTE MESSAGES I N F L U E N C E 2 . 0 10 GOALS OF INFLUENC ER MARKETING Improve brand advocacy Expand brand awareness Reach new targeted audiences Increase share of voice Improve sales conversion Manage reputation Drive lead generation Accelerated digital transformation Improve customer satisfaction Improve employee's influence 53% 63% 64% 67% 68% 74% 86% 88% 92% 94% Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  15. 15. TAKING CHARGE OF DIGITAL TRANSFORMATION I N F L U E N C E 2 . 0 CDO 15% CIO/CTO 19% CEO 27% CMO 34% CXO 5% Which executive is leading the digital transformation initiative?* *Source: The 2016 State of Digital Transformation, Altimeter Group Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  16. 16. CUSTOMER EXPERIENCE: THE CATALYST FOR CORPORATE INNOVATION I N F L U E N C E 2 . 0 Understanding the evolution of behavior shapes your capacity to impac t ac tion *Source: The 2016 State of Digital Transformation, Altimeter Group Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  17. 17. INFLUENCE IS AN ALLY TO CUSTOMER EXPERIENCE INITIATIVES I N F L U E N C E 2 . 0 FUTURE INFLUENCER MARKETING BUDGET FOR THOSE WHO SPEND MORE THAN 250K FOR THOSE WHO USE TECH Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  18. 18. I N F L U E N C E 2 . 0 INFLUENCE IS, IN ITS VERY NATURE, CROSS- FUNCTIONAL. Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  19. 19. EXPLORING TOP CHALLENGES AND KEY SUCCESS FACTORS I N F L U E N C E 2 . 0 3
  20. 20. 19% 3% 23% 55% 9% 5% 19% 67% Spend more Spend same Spend less I don't know 3%3% 16% 78% INFLUENCER MARKETING IS GROSSLY UNDERFUNDED I N F L U E N C E 2 . 0 How much are you planning to spend on influencer marketing nex t year? F U T U R E I N F L U E N C E R M A R K E T I N G B U D G E T F O R T H O S E W H O S P E N D M O R E T H A N 2 5 0 K F O R T H O S E W H O U S E T E C H N O L O G Y FUTURE INFLUENCER MARKETING BUDGET FOR THOSE WHO SPEND MORE THAN 250K FOR THOSE WHO USE TECH Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  21. 21. WHAT IS YOUR TOP CHALLENGE FOR INFLUENCER MARKETING? P O L L Q U E S T I O N
  22. 22. 22 LIVE POLL RESULTS I N F L U E N C E 2 . 0 What is your top influencer marketing challenge? Not enough resources Limited ROI data available Lack of tech to support mgmt Lack of internal communication Lack of exec support 0 17.5 35 52.5 70
  23. 23. TOP HURDLES FOR B2B & B2C BRANDS I N F L U E N C E 2 . 0 What are the key challenges to your prac tice of Influencer Marketing? Not enough resources Limited ROI data available Lack of tech to support mgmt Lack of skills to execute No clear ownership internally Lack of intenral communication Lack of exec support 0 17.5 35 52.5 70 Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  24. 24. MAKING INFLUENCER MARKETING STRATEGIC & SCALABLE I N F L U E N C E 2 . 0 S TA R T W I T H B U S I N E S S G O A L S & O U T C O M E S L AU N C H A P I L O T T O P R O V E VA L U E A N D E A R N B U Y- I N W O R K W I T H T H E R I G H T TA L E N T L AY T H E G R O U N D W O R K F O R “ A L WAY S - O N ” Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  25. 25. “SAP’s influencer marketing strategy is a case study in progress. We are trying to focus our influencer efforts in support of global campaigns and programs.” - Jim Dever, VP, Audience Marketing at SAP I n f l u e n c e 2 . 0 i n a c t i o n : B 2 B K e y S u c c e s s F a c t o r s Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  26. 26. PROVING THE INTERNAL VALUE OF INFLUENCER MARKETING I N F L U E N C E 2 . 0 S A P F E D E R AT E S V I S I B L E P R OJ E C T S T O E A R N C - L E V E L B U Y- I N S A P P R I O R I T I Z E S A L WAY S - O N I N F L U E N C E R R E L AT I O N S H I P S 1 1 I N F L U E N C E R S G E N E R AT E D 1 7 % O F T O TA L S H A R E O F V O I C E F O R S A P P H I R E T E C H E V E N T Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  27. 27. “Everyone talks about it, gets the value, but doesn’t understand the resources it takes to get it done. They think it’s an add-on to other things, but the benefits only come when you build real relationships with these people.” - Laura Cleary, Senior Social Media Manager, Travelocity I n f l u e n c e 2 . 0 i n a c t i o n : B 2 C K e y S u c c e s s F a c t o r s Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  28. 28. EVOLVING INFLUENCER MARKETING TO BUILD RELATIONSHIPS I N F L U E N C E 2 . 0 Tr a v e l o c i t y H a s B e e n D r i v i n g I t s P r o g r a m F o r T h r e e Ye a r s Tr a v e l o c i t y B u i l d s R e l a t i o n s h i p s W i t h T h e P e o p l e W h o D r i v e I t s K P I s I n T h e L a s t 6 M o n t h s , Tr a v e l o c i t y ’ s I n f l u e n c e r C o n t e n t G e n e r a t e d 1 6 0 % M o r e E n g a g e m e n t T h a n I t s O t h e r C o n t e n t S o u r c e s Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  29. 29. Engage senior leadership to experience the insights gleaned from influencers in order to gain their buy-in E N G AG E E X E C U T I V E S Focus on federating initiatives that have some level of visibility, i.e. use mini case- studies F E D E R AT E I N I T I AT I V E S Align influencer performance with business objectives and compare against company benchmarks to show value D E M O N S T R AT E VA L U E Create meaningful, long-lasting connections that result in mutually- beneficial relationships D E V E L O P R E L AT I O N S H I P S Beware of campaign-level pitfalls, where tactical programs recruit influencers and then abandon them between campaigns B E “ A L WAY S - O N ” Act as change agents that drive transformation with interdepartmental collaboration D R I V E C H A N G E I N F L U E N C E 2 . 0 : K E Y S U C C E S S FA C T O R S Share your POV: #Influence2Live @t raackr @kirkcren @briansolis @leeodden
  30. 30. Q & A
  31. 31. T H A N K Y O U
  32. 32. ABOUT TRAACKR Traackr builds IRM technology that ena bles brands to effec tively manage, measure and scale influencer strategies, while maintaining authenticity. To learn more a bout aligning influencers along the customer journey and impac ting buying decisions at each moment-of-truth, get in touch. w w w . t r a a c k r . c o m
  33. 33. Altimeter, a Prophet company, is a research and strategy consulting firm that helps companies understand and take advantage of digital disruption. In 2015, Prophet acquired Altimeter Group to bring forward-thinking digital research and strategy consulting together under one umbrella, and to help clients unlock the power of digital transformation. w w w . p r o p h e t . c o m / a b o u t / a l t i m e t e r
  34. 34. TopRank Marketing is a respec ted digital marketing agency serving enterprise organizations with integrated content and influencer marketing solutions. As publisher of an award winning marketing blog and speaking internationally, TopRank Marketing advocates and implements holistic content marketing programs that strengthen influencer relationships, improve customer engagement and increase brand revenue. w w w . t o p r a n k m a r k e t i n g . c o m

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