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Track B - Opening presentation: What do we mean when we talk about influence?

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– Is the Affiliate Model Right for Influencer Marketing?
– Which influencers do you choose dependent on the size of the brand?
– There is a lack of research and a lack of shared opinion – Is influencer marketing affiliate marketing?
– How does the industry talk to influencers?

Helen Southgate, Managing Director, UK, Acceleration Partners

Published in: Marketing
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Track B - Opening presentation: What do we mean when we talk about influence?

  1. 1. @acceleration_UK #ASEURO18 WHAT DO WE MEAN WHEN WE TALK ABOUT INFLUENCE? Helen Southgate Managing Director EMEA
  2. 2. @acceleration_UK #ASEURO18 2 THE RISE OF THE INFLUENCER
  3. 3. @acceleration_UK #ASEURO18 “A YouTuber” Tom, 6 years old WHAT DO YOU WANT TO BE WHEN YOU GROW UP?
  4. 4. @acceleration_UK #ASEURO18 Using individuals who have a large following and whose opinions carry a lot of weight to promote a brands product or service. WHAT IS INFLUENCER MARKETING?
  5. 5. @acceleration_UK #ASEURO18 “Professional Blogging”
  6. 6. @acceleration_UK #ASEURO18 WHO ARE THE INFLUENCERS? 28% 41% 31% 0-1,000 1,000-10,000 > 10,000 Source: Vuelio UK Bloggers Survey 2017
  7. 7. @acceleration_UK #ASEURO18 IS INFLUENCER MARKETING AFFILIATE MARKETING? Affiliate Marketing Payment ModelAffiliates Advertisers Blogs/Influencers Voucher/Cashback SEM Email Social Content & Price Comparison
  8. 8. @acceleration_UK #ASEURO18 SEO PR AFFILIATE THE INFLUENCER TUG OF WAR
  9. 9. @acceleration_UK #ASEURO18 9 SEOPR AFFILIATE MICRO INFLUENCERS INFLUENCERS
  10. 10. @acceleration_UK #ASEURO18 10 HOW DO WE COMMUNICATE WITH INFLUENCERS AS AN INDUSTRY?
  11. 11. @acceleration_UK #ASEURO18 11 Really badly
  12. 12. @acceleration_UK #ASEURO18 Over a third of influencers are pitched to 7 times a week Very few end up as content on the influencers blog Source: Vuelio UK Bloggers Survey 2017 7
  13. 13. @acceleration_UK #ASEURO18 Publishers Affiliate CPA Terms Non-compliance Right fit Rejection Application Commission Banners Functioning Affiliate Network Revenue Cookies Datafeed
  14. 14. @acceleration_UK #ASEURO18 14 WHAT PAYMENT MODEL?WHAT PAYMENT MODEL?
  15. 15. @acceleration_UK #ASEURO18 Talk in their language (i.e. normal human language) Understand their brand and audience Help them to help you Trust them HOW SHOULD WE WORK WITH INFLUENCERS?
  16. 16. @accelerationpar #hashtag Boston | New York | San Francisco | Chicago | London 617.963.0839 marketing@accelerationpartners.com THANK YOU! HELEN SOUTHGATE Managing Director EMEA hsouthgate@accelerationpartners.com

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