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Empower Customers To Become Micro-Influencers

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This presentation is from Affiliate Summit East 2018 (July 29 - July 31, 2018 in New York).

Session description: Influencer Marketing is the fastest-growing customer-acquisition channel producing quality content with built-in distribution. Empower your customers to become micro-influencers to drive sales.

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Empower Customers To Become Micro-Influencers

  1. 1. YOUR CUSTOMER IS YOUR BEST INFLUENCER
  2. 2. WHO WE ARE Indi is lead by a team of ecommerce veterans who have sold $5 Billion online including $1 Billion in affiliate sales. We have built and sold multiple Internet companies for more than $500 Million © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL Current: • Global Brand Development & Marketing Director for Indi.com Former: • Senior Director of Marketing for Swiss Watch International • On-Air Personality and Co-Host for Buy.com TV Show • Director of Marketing & Public Relations for Buy.com Current: • Board Member ITA • Advisor Noon.com • Ranked #1 in US in Men’s 45s Doubles Tennis Former: • CEO & Chairman Bluefly.com • CEO and President Buy.com • Sold Buy.com to Rakuten for $250M • Operating Partner Clearlake Capital • Board Member Coastal.com (sold for $400M) • Board Member Rakuten USA • Board Member PrimeSport (sold to Carlyle) N E E L G R O V E R M E L I S S A S A L A S
  3. 3. INDI HAS AFFILIATE PARTNERSHIPS WITH THOUSANDS OF BRANDS AND RETAILERS
  4. 4. PRESENT DAY MARKETING © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  5. 5. Affiliate channel too heavy on low margin “deal” sales. Not gaining enough loyal, healthy new customers. Social is pay-to-play and low converting. Positive fans are drowned out by customer service issues and trolls. Macro-Influencer marketing ROI not measurable. Up to 50% fake followers. Shoppers want photos, videos and UGC, but content sourcing is hard and risky to the brand. © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  6. 6. FAKE SOCIAL MEDIA FOLLOWERS AND ENGAGEMENT "The continued viability of fraudulent accounts and interactions on social media platforms - and the professionalization of these fraudulent services - is an indication that there's still much work to do" - Mark Warner, Ranking Member of the Senate Intelligence Committee, which is investigating the spread of fake accounts on social media. “These accounts are counterfeit coins in the booming economy of online influence, reaching into virtually any industry where a mass audience — or the illusion of it — can be monetized. Fake accounts, deployed by governments, criminals and entrepreneurs, now infest social media networks.” “In November, Facebook disclosed to investors that it had at least twice as many fake users as it previously estimated, indicating that up to 60 million automated accounts may roam the world’s largest social media platform.” "...as many as 48 Million of Twitter's users...are automated accounts designed to simulate real people" New York Times Expose on Rampant Fraud January 27, 2018
  7. 7. Drive traffic and new customers by simply allowing customers to link to you from their social posts. Social Reach New Customers Traffic Sales © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  8. 8. of consumers say that product information videos are helpful when making purchase decisions online96% of consumers TRUST peer recommendations over advertising86% of Millennials prefer endorsements from peers over celebrities70% By 2020, customer experience will overtake price and product as the key brand differentiator of companies admit to not having a formal customer advocate program in place>50% CUSTOMER WORD OF MOUTH & DATA DRIVEN PERFORMANCE BASED INFLUENCER MARKETING © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  9. 9. B R A N D S YOUR BRAND’S BEST INFLUENCER IS YOUR EXISTING CUSTOMER WHO ORGANICALLY AND AUTHENTICALLY LOVES YOUR BRAND. C u s t o m e r w o r d - o f - m o u t h a d v e r t i s i n g r e m a i n s t h e r i c h e s t p a t h t o a u t h e n t i c i t y , n e w c u s t o m e r s , a n d R O I .
  10. 10. B R A N D S MICRO VS MACRO INFLUENCERS Turn customers into micro influencers MICRO MACRO 200 – 50,000 50,001 - 999,999+ 👎 Lower-Medium Reach 👍🏻 Higher Engagement 👍🏻 Low Cost 👍🏻 Active Followers 👍🏻 High Reach 👎 Lower Engagement 👎 High Cost 👎 Passive Followers Customers, store employees, bloggers, Celebrities, Athletes, Professional influencers who do Influencer marketing for a living. Followers Defining Characteristics Examples © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  11. 11. I N F L U E N C E R M A R K E T I N G COMMON CONCERNS I N D I ’ s P L AT F O R M S O LV E S A L L C O N C E R N S ✓ Brands have no control over content ✓ Brands do not have ownership rights to content (content licensing issues) ✓ Brands have no transparency as to where this content is being shared ✓ FTC Disclosures | are they “On-Brand” ✓ Brands do not have relationship with the content creator due to alias or private accounts. ✓ Brands can’t prove ROI with high posting fees Or, if the content is actually influencing sales ✓ © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  12. 12. Incentivize customers to create and share authentic content with links to your products. Social Reach New Customers Margin Sales © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  13. 13. INDIVIDUALS CELEBRITIES BRAND CUSTOMERS* * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * *FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * WORD OF MOUTH NETWORK EFFECT © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL A CUSTOMER influencer has access to their inner circles and can persuade others by virtue of their authenticity and reach.
  14. 14. B R A N D S INSPIRE AND INCENTIVIZE WORD-OF-MOUTH CONTENT They love your brand, so help them help you. Incentivize and empower your customers, fans, and employees to: ✔️ create and share authentic and organic videos and photos showcasing your product ✔️ with fully tracked links to your products or services ✔️ allows you to use the content on your product pages, emails, and social media ✔️ and gaining full data analytics and remarketing rights from the content creator, CRM ✔️ keep customers loyal © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL ✔️ all while still protecting your brand, keeping it brand safe
  15. 15. OWN YOUR CUSTOMER ENGAGEMENT DATA. ADD TO YOUR CRM AND OPTIMIZE PROGRAM
  16. 16. Turn customers into microinfluencers. Make influencer marketing performance-based. Social ReachROI Word of Mouth Sales © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  17. 17. ENGAGEMENT CHALLENGES B R A N D A M B A S S A D O R P R O G R A M S PERFORMANCE-BASED PAYMENTS. HANDLED. In the first two months that Vanity Planet tested the Indi platform it added 1,000 new influencers. “These were people who we weren’t able to work with before because we didn’t have a platform to do so,” Vanity Planet President, Mike Ponzillo says. And those influencers delivered 2% of the retailer’s revenue in those first two months. “That’s all incremental revenue,” he says. “These are brand new people who are driving sales to our site.” Internet Retailer Dec. 26, 2017
  18. 18. Crowdsource, curate and repurpose content from your customers. ConversionEngagement ReturnsSales © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  19. 19. ADD USER CONTENT TO YOUR SITE & MARKETING CHANNELS CUSTOMER PHOTOS & VIDEOS VIDEO REVIEWS BUYING GUIDES & TUTORIALS UNBOXING SHOPPABLE SOCIAL GALLERIES SOCIAL POSTS YOUTUBE © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  20. 20. 73% of consumers are more likely to purchase after watching a video that explains the product or service 96% of consumers say that product information videos are helpful when making purchase decisions online When the consumer enjoys a product video, it increases purchase intent by 97% and brand association by 139% 50% of all internet users look for online videos relating to a product or service before visiting a store NEXT GENERATION COMMERCE: VIDEO +COMMERCE © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  21. 21. Your customers are probably already sharing in social, might as well be rewarded for it. Loyalty Brand Validation UGC Ownership Sales © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
  22. 22. THANK YOU MELISSA@INDI.COM @MelissaDSalas © 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL

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