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At the Speed of Feed: AI & The Future of Influencer Marketing

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Lyle Steven - Mavrck
Presentation for "Under The Influence"

Published in: Business
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At the Speed of Feed: AI & The Future of Influencer Marketing

  1. 1. AI & The Future of Influencer Marketing Lyle Stevens Cofounder & CEO, Mavrck @thelylestevens lyle@mavrck.co
  2. 2. Built enterprise grade identity services and secure social networks for defense industry.
  3. 3. Created algorithm to discover subject matter experts on the secure social network.
  4. 4. Inspired to start Mavrck by teenage siblings arguing over who was more influential.
  5. 5. Mavrck is an All-In-One Influencer Marketing Platform
  6. 6. The Mavrck Manifesto We empower brands to rise above the noise through content consumers trust. We believe that consumers only trust content that is created by other consumers. Ⓒ 2017 Mavrck All Rights Reserved – Proprietary and Confidential
  7. 7. Marketers that trust Mavrck
  8. 8. The collision of two fundamental paradigm shifts in society.
  9. 9. Thanks to the continuous doubling of compute power every 18 months...
  10. 10. And the mass adoption of social media around the globe...
  11. 11. We’re now entering the early stages of our next industrial revolution...
  12. 12. ...and how society trusts information is shifting from institutional to distributed.
  13. 13. Source: Instagram $1B+ Will be Spent on Instagram Influencers This Year
  14. 14. Source: eMarketer Expect to launch an influencer campaign in the next 12 months. 84% marketers
  15. 15. Source: Adweek Say Influencer Marketing is an effective tactic. 81% marketers
  16. 16. Source: Altimeter Plan to increase their budget for influencer marketing in 2018. 77% marketers
  17. 17. Source: Altimeter Execute always on influencer marketing programs. 55% marketers
  18. 18. AI will enable influencer marketing to evolve into digital word-of-mouth at scale.
  19. 19. Mavrck has been building an influencer marketing data engine for the last 2 years. 2.1 Billion Social Network Posts Indexed 102.3MM Global Social Profiles Indexed 5.5MM Global Micro- Influencers 2.2MM Activations
  20. 20. Current Influencer Challenges Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential
  21. 21. Current Influencer Identification Challenges ! Single Persona Support ! Influencer inventory size ! Audience insights depth ! Follower fraud detection ! Hashtag and text reliance ! Brand safety verification
  22. 22. Current Influencer Activation Challenges ! Manual post review ! Manual notifications ! Linear, manual workflows ! Incentive type support ! Standalone CX for influencers ! Restrictive guidelines
  23. 23. Artificial intelligence is going to fix many of these challenges over the next 12 months.
  24. 24. This will enable marketers to focus more on creativity and strategy again.
  25. 25. The Future of Influencer Marketing Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential
  26. 26. Marketers will manage all personas via single all-in-one, AI-powered influencer platform.
  27. 27. The Spectrum of Influence Personas Mega-Influencers earn their living some other way (e.g. Athlete, Actor, Artist) and monetize their celebrity influence. Macro-Influencers earn their living as an influencer (e.g. Blogger, Creator, Journalist). Micro-Influencers are everyday consumers who have relevant influence as a side hustle, and many aspire to become macro-influencers. Advocates are passionate and willing to share, but have little influence. Referrers passively share relevant content with friends and family. Loyalists love your brand, but are not willing to share. Ⓒ 2017 Mavrck All Rights Reserved – Proprietary and Confidential
  28. 28. Email list Mobile app Loyalty program Brand Website Marketers will automatically identify many influence personas within an existing CX.
  29. 29. This possible via influence plugin tech that lives within your digital assets (like google analytics).
  30. 30. Influence plugin will evaluate your consumer’s influence across a three-part framework. Potential Performance Preference
  31. 31. Evaluating Influencer Potential ! How many followers do they have? Are they fake? ! How many engagements do they earn? Were any bots? ! What are the demographics of their followers? Potential
  32. 32. Evaluating Influencer Preference ! What do their post images contain (logos, objects, scenes) ? ! What do their post captions and tags contain? Preference
  33. 33. Visual Recognition for Influencer Preference
  34. 34. Evaluating Influencer Performance ! How have they and similar influencers performed historically? ! How did other brands and influencers rate this influencer in the past? ! What should we forecast for results if we activate them? Performance
  35. 35. “In the moment” notifications are then triggered to activate the identified personas. Exit Intent Popup Post Purchase Popup Website Chat Popup Email, SMS or Push Message Facebook Messenger Notification
  36. 36. Influencer Persona Specific Activations Create original content (Social Posts, Blogs, Videos). Amplify original or branded content (Social Posts). Submit content (Surveys, Ratings, Reviews). Ⓒ 2017 Mavrck All Rights Reserved – Proprietary and Confidential
  37. 37. Payment and providing budget or paid promotion are effective incentive types Product, promo codes, points VIP experiences and contests are effective incentive types. Performance based incentives given after specified thresholds are exceeded. Influencer Persona Specific Incentive Models Activity based incentives are given prior to or after activation. Ⓒ 2017 Mavrck All Rights Reserved – Proprietary and Confidential
  38. 38. Influencer content will be automatically recommended for export and re-use Social Ad Unit Website Product Photo Email Newsletter
  39. 39. Any influencer questions and conversations will be handled by chatbots (including negotiation).
  40. 40. Astral Brands Case Study Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential
  41. 41. Dynamic Call to action to join referral program.
  42. 42. Dynamically generated referral link.
  43. 43. Call to action to join branded advocate program.
  44. 44. Call to action to join branded advocate program.
  45. 45. Advocates earn points to unlock rewards by completing activities
  46. 46. Astral Beauty Results Over First 3 Months 10.6k 14.8% 3,623 218k 527% Sign-ups for Mavrck Powered Programs Have 10k+ Followers on Instagram Posts Generated on Social Networks Clicks and Engagements on Generated Posts Return on Investment from Sales
  47. 47. Create Case Studies Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential
  48. 48. Mavrck Results for Godiva 100 47.7k $0.28 4.8MM $2.63 Micro-Influencers Created UGC Total Engagements CPE Estimated Impressions CPM Per
  49. 49. Mavrck Results for Alice & Olivia 100 158k $0.06 15.2M $0.66 Micro-Influencers Created UGC Total Engagements CPE Estimated Impressions CPM Per
  50. 50. Mavrck Results for Pepto (P&G) 100 22.8k $0.30 1.9MM $3.48 Micro-Influencers Created UGC Total Engagements CPE Estimated Impressions CPM Per
  51. 51. Amplify Content Case Studies Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential
  52. 52. 10,897 Posts Created by Advocates 3x Higher Conversion Rate for Web Signup 7x Higher Conversion Rate for Mobile Signup 1,000 Advocates Activated Per
  53. 53. 14,897 Engagements & Clicks Driven 32% Higher Ecommerce Conversion Rate 573% Return on Influence 1,000 Advocates Activated Per
  54. 54. $78k Ecommerce Revenue 5,291 Engagements & Clicks Driven 479% Return on Influence 1,000 Referrers Activated Per
  55. 55. Submit Content Case Studies Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential
  56. 56. 6 mo. Timeframe of Reviews Generated 3,585 Organic Product Reviews Created 53% Avg. Projected Sales Lift* 9 Products Reviewed 4.79 Avg. Rating
  57. 57. 6 mo. Timeframe of Reviews Generated 1,860 Organic Product Reviews Created 38% Avg. Projected Sales Lift 8 Products Reviewed 4.82 Avg. Rating
  58. 58. 1 mo. Timeframe of Reviews Generated 459 Organic Product Reviews Created 33% Avg. Projected Sales Lift 4 Products Reviewed 4.86 Avg. Rating
  59. 59. The number of influencer marketing platforms has doubled since 2015. Source: chiefmartech.com
  60. 60. Referrers Loyalists Influencers Advocates
  61. 61. Seeking to rise above the noise through content consumers trust?
  62. 62. Any Questions? Lyle Stevens Cofounder & CEO, Mavrck @thelylestevens lyle@mavrck.co

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