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The Future of Influencer Marketing - Predictions for 2015 2016

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Traditional marketing tactics simply aren’t working in the digital space. Consumers are increasingly tuning out brand advertising, or worse, actively avoiding it.

To learn more about this growing challenge and other trends that are emerging, check out The Future of Influencer Marketing, Predictions for 2015-2016.

Published in: Marketing

The Future of Influencer Marketing - Predictions for 2015 2016

  1. 1. THE FUTURE of INFLUENCER MARKETING Predictions 2015-2016
  2. 2. TABLE OF CONTENTS Executive Summary Prediction 1: Traditional Tactics Won’t Convince Consumers……………… 4 Prediction 2: The “New, Trusted Web” Will Present New Challenges………6 Prediction 3: Influencer Marketing Will Deepen Customer Relationships…….....…10 Prediction 4: Content Distribution Will Drive Content Creation……………..….12 Prediction 5: Influencer Marketing Will Allow Marketers to Be More Efficient…..15 Prediction 6: Influencer Marketing Will Require Automation……………………21 Index 3   3
  3. 3. Prediction 1: Traditional Tactics Won’t Convince Consumers 4
  4. 4. Purchase Decisions Now Happen Outside of Traditional Channels Of online consumers use ad block(2) Rely on social networks to guide purchase decisions (3) Of people trust strangers over brands (1) 47% 92% 74% 5
  5. 5. Prediction 2: The “New, Trusted Web” Will Present New Challenges 6
  6. 6. Influencer Marketing: The Foundation of the Trusted Web …FOR BRANDS Consumers demand transparency and authenticity. They look to their networks for recommendations, rejecting claims brands make about themselves. Influencers deliver authentic brand messages— right inside consumers’ existing, trusted networks. Brands know this, and need to know how to connect with influencers, manage the influencer process, and measure the ROI of influencer efforts. 7
  7. 7. Influencer Marketing: The Foundation of the Trusted Web …FOR BRANDS Consumers demand transparency and authenticity. They look to their networks for recommendations, rejecting claims brands make about themselves. Influencers deliver authentic brand messages— right inside consumers’ existing, trusted networks. Brands know this, and need to know how to connect with influencers, manage the influencer process, and measure the ROI of influencer efforts. …FOR AGENCIES Agencies joined the social game at their clients’ requests. But the content creation and distribution cycles are exhausting, as finding the right talent with influence over the right niche markets is a full- time job. And managing and executing influencer programs? It’s beyond agency expertise. 8
  8. 8. Influencer Marketing: The Foundation of the Trusted Web …FOR BRANDS Consumers demand transparency and authenticity. They look to their networks for recommendations, rejecting claims brands make about themselves. Influencers deliver authentic brand messages— right inside consumers’ existing, trusted networks. Brands know this, and need to know how to connect with influencers, manage the influencer process, and measure the ROI of influencer efforts. …FOR AGENCIES Agencies joined the social game at their clients’ requests. But the content creation and distribution cycles are exhausting, as finding the right talent with influence over the right niche markets is a full- time job. And managing and executing influencer programs? It’s beyond agency expertise. …FOR INFLUENCERS Making connections: That’s the superpower of the influencer. Armed with a particular point of view, and as passionate about their interests as they are their followers, influencers transformed a creative release into a primary source of income. Because the trust of their audiences means everything, opportunities to monetize must never come at the cost of creativity or authenticity. 9
  9. 9. Prediction 3: Influencer Marketing Will Deepen Customer Relationships 10
  10. 10. Authentic Content, From Trusted Voices 11 70% of consumers reported online customer reviews as the second most trusted source (6)   47% 35% 51% of U.S. readers consult blogs for finding new trends and ideas(6) of U.S. readers look to blogs for discovering new products(6) of marketers say influencer marketing produces better customers (4)   One TapInfluence CPG customer found brand advocates created through influencer marketing spend 35% more on their products!
  11. 11. Prediction 4: Content Distribution Will Drive Content Creation 12
  12. 12. Distribution Is Important, but Still Puzzles Marketers Of marketers say that “targeting precision” is the top attribute of a content marketing campaign (12) Yet the number one method of distribution for content marketing programs is the company website (12) Are not satisfied with their ability to distribute content to the right audiences (12) 65% 47% 87% 13
  13. 13. Think “Distribution” to Maximize Your Influencer Marketing Efforts Sharing your content through influencers in your industry will triple conversions, in some cases increasing conversions by a factor of 10. (14) 14
  14. 14. Prediction 5: Influencer Marketing Will Allow Marketers to Be More Efficient 15
  15. 15. Influencer Marketing Budgets and Expectations: Increasing As digital marketing portfolios expand to welcome Influencer Marketing, brands and agencies will need to scale and measure to create predictability. How will we do it?16 Consider:   73% of marketers will have budget for Influencer Marketing (5) 59% plan to increase the influencer budget in the next year (10) It’s estimated $336 million will be spent on Influencer Marketing in 2015(11)
  16. 16. Influencer Marketing: How Is It Done? 17 Identify influencers Cold email influencers with an opportunity Negotiate rates for creating and distributing content Manage the influencers through the process of content creation Measure and report on influencer and content performance 2 1 3 4 5
  17. 17. Influencer Marketing: Executed by Senior Resources In less than two months, there was 27% growth in professionals citing Influencer Marketing as a skillset.(9) Who Runs an Influencer Marketing Program? Senior Digital Communications Manager $80k salary $38.50/hr 18
  18. 18. AUTOMATED THE MANUAL WAY IDENTIFICATION (200 INFLUENCERS FOR TARGET OF 20 INFLUENCERS) 5 HOURS X $38.50 = $192.50 40 HOURS X $38.50 = $1540(13) OUTREACH (200 INFLUENCERS) N/A, INFLUENCERS ARE OPT-IN 200 INFLUENCERS, 10-15 MIN (ea) VIA EMAIL 40 HOURS X $38.50 = $1540 NEGOTIATIONS 0.5 HOURS X $38.50 = $19.25 20 INFLUENCERS X 1 HOUR X $38.50 = $770 CONTENT CREATION MANAGEMENT 8 HOURS X $38.50 = $308 80 HOURS X $38.50 = $3080 DAILY MEASUREMENT & REPORTING 0.25 HOURS X 5 DAYS X 4 WEEKS = $192.50 2 HOURS X 5 DAYS X 4 WEEKS = 40 HOURS X $38.50 = $1540 COST OF YOUR TIME $712.25 FOR A SAVINGS OF $7,754.75 AND ALMOST 200 HOURS! $8,470.00 Manual Influencer Marketing: Highly Inefficient 19
  19. 19. Prediction 6: Influencer Marketing Will Require Automation 20
  20. 20. Influencer Marketing Automation Why? 21 To engineer a new era of customer intimacy that harnesses the trust and social influence of consumers, who create and exchange meaningful content with their audiences on all digital channels To drive engagement via authentic social conversations with known and unknown audiences while rescuing marketers from a dependence on broadcast and ad-based distribution models   A New Category: To connect the right influencers to the right content in the right channels at the best times through data-matching and algorithms To produce predicable, measurable results for marketers at any level of expertise through the automation of influencer marketing best practices and methods   1 2 3 4
  21. 21. Influencer Marketing: How to Scale Manual Influencer Marketing won’t support growth, scalability, and predictability with results. Influencer Marketing is not a core value proposition. However, it can quickly be added to the overall digital strategy with automation. Influencer Marketing expertise is rare. Finding, training, and keeping talent is expensive in terms of cost and resources. It’s much easier to build expertise through automation. 10 22 Agencies Brands  
  22. 22. WHO IS TAPINFLUENCE? Inc. Magazine and Forbes say we’re: Redefining the marketing equation with intelligent software that gives brands and agencies a proven, measurable path to consumer influence and impact Fueling trust-driven conversations around brands and products through a powerful marketplace of content creators and social-media innovators Helping marketers scale research, engagement, and influence through deep analytics 23 A few clients we work with:
  23. 23. Interested in Learning More? THANK YOU! QUESTIONS? Email us at: predictions@tapinfluence.com
  24. 24. (1)  - (http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html (2)  - https://reutersinstitute.politics.ox.ac.uk/sites/default/files/Reuters%20Institute%20Digital%20News%20Report %202015_Full%20Report.pdf (3) - http://www.adweek.com/prnewser/ogilvy-cannes-study-behold-the-power-of-word-of-mouth/95190?red=pr (4) - http://blog.tomoson.com/influencer-marketing-study/ (5) - https://www.forrester.com/The+Forrester+Wave+Social+Relationship+Platforms+Q2+2015/fulltext/-/E-res120645 (6) - http://www.prweb.com/releases/2011/4/prweb8300514.htm (7) - http://www.convinceandconvert.com/digital-marketing/influencer-marketing-for-businesses/ (8) - http://www.itbusinessnet.com/articles/viewarticle.jsp?id=3415100 (10) - http://technorati.com/wp-content/uploads/2013/06/tm2013DIR1.pdf (11) - Based on 2013 Technorati estimate, applying CAGR of 18.18% consistent with Forrester expectations of social media market http://technorati.com/wp-content/uploads/2013/06/tm2013DIR1.pdf (12) - http://www.itbusinessnet.com/articles/viewarticle.jsp?id=3415100 (13) - http://innetwork.net/2015/05/6-basic-steps-manage-influencer-outreach-campaigns/ (14) - http://branderati.com/the-age-of-advocacy-and-influence-26-stats-marketers-should-know/ 25 Index

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