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Gil Eyal - Activating Influencers - The mistakes we shouldn’t be making

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Gil Eyal - Activating Influencers - The mistakes we shouldn’t be making
Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)

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Gil Eyal - Activating Influencers - The mistakes we shouldn’t be making

  1. 1. Influencer Marketing Hub, London, November 8 2017 Activating Influencers: The Mistakes We Shouldn’t Be Making Gil Eyal, CEO, HYPR
  2. 2. Influencer Marketing Hub, London, November 8 2017 Influencer Marketing is a Form of Marketing Stay True to Fundamentals
  3. 3. Influencer Marketing Hub, London, November 8 2017 Let’s Talk About Follower Count... Audience Targeting Is Key Avoid Vanity Metrics Selena Gomez at 128 million followers.
  4. 4. Influencer Marketing Hub, London, November 8 2017 No Such Thing As A Bad Influencer, Just A Bad Fit Two Separate Brands Needed A Face You work in an advertising agency. You have six options. Who do you choose?
  5. 5. Influencer Marketing Hub, London, November 8 2017 Aesthetics < Audience Data
  6. 6. Influencer Marketing Hub, London, November 8 2017 Aesthetics < Audience Data Both Chose The Same Person
  7. 7. Influencer Marketing Hub, London, November 8 2017 Authenticity Comes in Many Forms
  8. 8. Influencer Marketing Hub, London, November 8 2017 Authenticity Comes in Many Forms Target’s Smart Campaign Their influencers embody the brand’s identity and speak to their target audience. Picking “real” influencers was intentional. E.g. Pro soccer player, Robbie Rogers. Supermodel Karolina Kurkova. Brands are transferring from leveraging big name well known influencers to finding the ones that have the right fit.
  9. 9. Influencer Marketing Hub, London, November 8 2017 TARGET VIDEO HERE
  10. 10. Influencer Marketing Hub, London, November 8 2017 You Know Your Audience Best Do Not Relinquish Creative Control No one knows your brand (or its audience) better than you. Collaborate with the influencer/s to ensure the campaign aligns with your brand’s values and aesthetic. E.g. Jake Paul and Disney parted ways after Paul was involved with a dispute with his neighbors.
  11. 11. Influencer Marketing Hub, London, November 8 2017 JAKE PAUL VIDEO HERE
  12. 12. Influencer Marketing Hub, London, November 8 2017 The Risk of Losing Face Brand Ambassadors Are A Risk To Your Brand Avoid associating your brand with a single influencer to shield its reputation should the influencer be involved in a scandal. Subway and Jared Fogle Kirstie Alley and Jenny Craig Lance Armstrong and Nike Paul Marcarelli and Verizon
  13. 13. Influencer Marketing Hub, London, November 8 2017 VERIZON VIDEO HERE
  14. 14. Influencer Marketing Hub, London, November 8 2017 SPRINT VIDEO HERE
  15. 15. Influencer Marketing Hub, London, November 8 2017 Target Smaller Influencers A Micro-Influencer Revolution 90% of activations done by micro-influencers. Micro-influencers are extremely powerful as a group. Their audience is much more uniform. Individual influencers are a commodity. Own specific niches.
  16. 16. Influencer Marketing Hub, London, November 8 2017 Getting it Right
  17. 17. Influencer Marketing Hub, London, November 8 2017 Authenticity LeBron James KIA Commercial Fruity Pebbles? Drives a Kia? I’ll give them “ignoring a phone call from the Cavs”.
  18. 18. Influencer Marketing Hub, London, November 8 2017 KIA LEBRON VIDEO HERE
  19. 19. Influencer Marketing Hub, London, November 8 2017 DURACELL VIDEO HERE
  20. 20. Influencer Marketing Hub, London, November 8 2017 INTEL LEBRON VIDEO HERE
  21. 21. Influencer Marketing Hub, London, November 8 2017 Authenticity Scott Disick and BooTea With a reputation as a party animal, does Scott Disick actually drink BooTea? Disick’s Instagram mistake is a classic example of an inauthentic partnership. Markelle Fultz – Tissot sponsored post. Naomi Campbell – Reebok sponsored post.
  22. 22. Influencer Marketing Hub, London, November 8 2017 Authenticity in Voice Were These Posts Scripted?
  23. 23. Influencer Marketing Hub, London, November 8 2017 Authenticity in Voice The Right Usage
  24. 24. Influencer Marketing Hub, London, November 8 2017 Targeted Selection Which Worked Better? Joan Rivers (iPhone)
  25. 25. Influencer Marketing Hub, London, November 8 2017 Targeted Selection Which Worked Better? Alicia Keys (Blackberry)
  26. 26. Influencer Marketing Hub, London, November 8 2017 Targeted Selection Which Worked Better? Unbox Therapy (Samsung) 6.1 million views
  27. 27. Influencer Marketing Hub, London, November 8 2017 UNBOX THERAPY VIDEO HERE
  28. 28. Influencer Marketing Hub, London, November 8 2017 Strength in Numbers There are over 10 million micro- influencers across multiple social networks -- don’t settle for the first one you find.
  29. 29. Influencer Marketing Hub, London, November 8 2017 Components of a Successful Influencer Marketing Campaign
  30. 30. Influencer Marketing Hub, London, November 8 2017 Key Takeaways Audience targeting is key. Authenticity is essential. You know your audience best. Brand ambassadors are a risk. Target smaller influencers. Protect your brand from fraud. Activate a network of influencers.
  31. 31. Influencer Marketing Hub, London, November 8 2017 Gil Eyal, CEO HYPR Say Hi! gil@hyprbrands.com @gileyal www.hyprbrands.com
  32. 32. Influencer Marketing Hub, London, November 8 2017
  33. 33. Influencer Marketing Hub, London, November 8 2017 Gil Eyal, CEO, HYPR Playdom •Growth Hacker / Viral PM •Company sold to Disney for $750M Mobli •Partnered with Leonardo DiCaprio, Lance Armstrong, Serena Williams and Tobey Maguire to form Mobli. •Drove over 20 million users to Mobli •Activated hundreds of celebrities such as Lil Wayne, Adam Levine, Nash Grier, Austin Mahone, Zendaya Coleman, Stephen Curry, and many more. •Company sold to Carlos Slim for $100M HYPR •Founder of the world’s leading influencer analytics platform •Selected as one of ten Israelis impacting the New York Tech Scene •Digiday Boss of the Year (Technology Category) 2017 •MBA, Kellogg School of Management

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