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Influencer Marketing - From Experimentation to Transformation - Traackr

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Influencer Marketing - From Experimentation to Transformation - Traackr
Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)

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Influencer Marketing - From Experimentation to Transformation - Traackr

  1. 1. INFLUENCER MARKETING From Experimentation to Transformation T R A A C K R Influencer Marketing Hub #IMHUB17
  2. 2. Helping EMEA customers understand the stakes of influencer marketing and scale their strategies. NICOLAS CHABOT E V P E M E A T R A A C K R @nicochabs T R A A C K R
  3. 3. INFLUENCERS ARE THE KEY TO UNLOCKING CUSTOMER TRUST C O N T E X T And a core component in a brand’s journey towards digital transformation. Today, people trust brand communication less than they do politicians. [IPSOS 2015] P E O P L E N O L O N G E R T R U S T B R A N D S Consumers trust authoritative content 2x more than branded content or ads. [NIELSEN 2015] P E O P L E T R U S T P E O P L E Only 3% of people generate 90% of the impact online. [TRAACKR DATA 2014] I N F L U E N C E R S L E A D C O N V E R S AT I O N S
  4. 4. Traackr builds IRM technology that enables brands to effectively manage, measure and scale influencer strategies, while maintaining authenticity. To learn more about aligning influencers along the customer journey and impacting buying decisions at each moment-of-truth, get in touch. w w w . t r a a c k r . c o m ABOUT TRAACKR
  5. 5. TRUSTED BY BIG COMPANIES AROUND THE WORLD C U S T O M E R S Who are transforming their advertising-led marketing strategy into a content-driven engagement approach that will deliver authentic influence on social conversation to impact audiences.
  6. 6. THE FUTURE OF INFLUENCER MARKETING I N F L U E N C E 2 . 0 Traackr & TopRank Marketing teamed up to evaluate the current and future state of influencer marketing in leading enterprises. They commissioned Brian Solis, principal analyst at Altimeter to analyse the study results and share his insights.
  7. 7. RESEARCH METHODOLOGY I N F L U E N C E 2 . 0 102 brand marketers and strategists participated in a research study. ENTERPRISE SIZE: 70% of respondents come from companies sized 1000+ 48% of respondents come from companies sized 10000+ 36% come from either Fortune 1000 or Global 500 companies RESPONDENT LEVEL: 28% are CMOs or higher 50% are VPs or higher 81% are Directors or higher
  8. 8. THE CURRENT STATE OF INFLUENCE
  9. 9. DO YOU VIEW INFLUENCER MARKETING AS STRATEGIC?
  10. 10. INFLUENCER MARKETING IS VIEWED AS STRATEGIC I N F L U E N C E 2 . 0 71% of brand marketers rate influencer marketing as a strategic or highly strategic practice Not strategic 5% Somewhat strategic 24% Strategic 25% Highly strategic 46%
  11. 11. HOW MATURE IS YOUR CURRENT INFLUENCER MARKETING PRACTICE?
  12. 12. INFLUENCER MARKETING IS STILL AN EARLY ADOPTER CATEGORY I N F L U E N C E 2 . 0 29% of the companies interviewed can be considered mature, as they seek ongoing value from influencer marketing (ongoing and integrated programmes) 43% 28% 24% 5% 31% 14% 48% 7% Integrated Programmes Ongoing Programmes Campaign-driven Programmes Experimenting 49% 36% 11% 4% ALL B2C B2B
  13. 13. WHICH DEPARTMENTS ARE TYPICALLY ENGAGING WITH INFLUENCERS?
  14. 14. ITS CROSS-DISCIPLINARY NATURE IS A CHALLENGE & AN OPPORTUNITY I N F L U E N C E 2 . 0 Who engages with influencers? 0 21 41 62 Social Media Digital Marketing Brand/Product Advocacy Demand Generation PR AR Customer Care 84% 56% 28% 0%
  15. 15. MOVING TO INFLUENCE 2.0
  16. 16. MATURE BRANDS THAT INVEST IN IT PLAN TO SPEND MORE I N F L U E N C E 2 . 0 How much are you planning to spend on influencer marketing next year? 19% 3% 23% 55% 9% 5% 19% 67% Spend more Spend same Spend less I don't know 3%3% 16% 78% F U T U R E I N F L U E N C E R M A R K E T I N G B U D G E T F O R A L L F O R T H O S E W H O S P E N D M O R E T H A N 2 5 0 K F O R T H O S E W H O U S E T E C H N O L O G Y
  17. 17. Improve brand advocacy Expand brand awareness Reach new targeted audiences Increase share of voice Improve sales conversion Manage reputation Drive lead generation Accelerated digital transformation Improve customer satisfaction Improve employees' influence 53% 63% 64% 67% 68% 74% 86% 88% 92% 94% INFLUENCE IMPACTS BEYOND TOP OF THE FUNNEL 10 goals of influencer marketing I N F L U E N C E 2 . 0
  18. 18. I N F L U E N C E 2 . 0 0 10 20 30 40 Primary area of digital mktg investment Integrated in all disciplines Cross-functional discipline Catalyst for digital transformation None of the above 0% 15% 30% 45% 60% THE ROLE FOR INFLUENCER PROGRAMMES IN BUSINESS: DRIVER FOR CHANGE What role do you see influencer marketing playing within your organis ation in the next three years?
  19. 19. SCALABILITY IS THE MAIN CHALLENGE FOR BRANDS I N F L U E N C E 2 . 0 What are the key challenges to your practice of influencer m arketing? Not enough resources Limited ROI data available Lack of tech to support mgmt Lack of skills to execute No clear ownership internally Lack of internal communication Lack of exec support 0 17.5 35 52.5 70
  20. 20. I N F L U E N C E 2 . 0 KEY TO MATURITY: ALIGN INFLUENCERS TO THE CUSTOMER JOURNEY
  21. 21. HOW IS INFLUENCE IMPACTING YOUR ECOSYSTEM ?
  22. 22. WHAT ROLE FOR AGENCIES? C A N Y O U S U B - C O N T R A C T R E L AT I O N S H I P S ? F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N When influence challenges your organisation
  23. 23. S H O U L D Y O U H AV E A D E D I C AT E D T E A M ? W I T H I N P R , M A R K E T I N G ? C U S T O M E R S E R V I C E ? F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N When influence challenges your organisation WHO SHOULD MANAGE YOUR INFLUENCERS?
  24. 24. S H O U L D Y O U R E C R U I T A N I N F L U E N C E R ? F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N When influence challenges your organisation WHAT COMPETENCIES DO YOU NEED?
  25. 25. F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N When influence challenges your organisation WHO OWNS THE BUDGET? D O Y O U H AV E R E S O U R C E S B E Y O N D C A M PA I G N S ?
  26. 26. GLOBAL VS LOCAL: WHAT GOVERNANCE? 25% 41% F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N When influence challenges your organisation H O W D O Y O U E X E C U T E I N F L U E N C E R M A R K E T I N G A C R O S S M U LT I P L E G E O G R A P H I E S ?
  27. 27. HOW DO YOU MANAGE BRAND COMPLIANCE? D O Y O U P R O V I D E G U I D E L I N E S O N D I S C L O S U R E ? P R O C U R E M E N T ? H O W D O Y O U M A K E S U R E T H E Y A R E R E S P E C T E D ? F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N When influence challenges your organisation
  28. 28. HOW DO YOU MEASURE SUCCESS? D O Y O U R E A L LY B E L I E V E E M V I S A G O O D K P I F O R C O M M U N I C AT I O N ? F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N When influence challenges your organisation
  29. 29. THE ROLE OF TECHNOLOGY
  30. 30. Identify new influencers Access their full online profile & scoring Discover their content across channels IRM IMPROVES IMPACT T R A A C K R T E C H N O L O G Y
  31. 31. Manage your community across your organisation Create & manage campaigns Track your interactions & collaborate IRM GENERATES EFFICIENCIES T R A A C K R T E C H N O L O G Y
  32. 32. Track success based on engagement data Benchmark your brand vs your competitors Create dashboards for your teams IRM ENABLES DATA-DRIVEN, EARNED-MEDIA STRATEGIES T R A A C K R T E C H N O L O G Y
  33. 33. TRAACKR IS THE TECHNOLOGY TO MANAGE AND OPTIMISE YOUR INFLUENCER RELATIONS W H O W E A R E Seasoned brands rely on Influencer Relationship Management technology to scale their influencer programs and cultivate customer trust. OPTIMISED IMPACT EFFICIENCIES IN OPERATIONS STANDARDISED MEASUREMENT Identify the top influencers and find new up-and-comers. Gain unique insights and monitor in real time. Scale up influencer programmes. Share the base and relationship history between brands and divisions. Access a dedicated team to support their programmes and grow their expertise. Quantify the impact of influencers with standardised metrics. Measure campaign performance. Benchmark against competitors.
  34. 34. Let’s Talk About You Nicolas Chabot Traackr L o n d o n , P a r i s 0 2 0 3 2 3 9 2 1 2 7 I N F O @ T R A A C K R . C O M T R A A C K R . C O M @ t r a a c k r

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