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What is Influencer Marketing

Learn The Basics of Influencer Marketing.

1) What Influencer Marketing Is
2) What works in Influencer Marketing
3) What Influencer Marketing is Not
4) What doesn't work in Influencer Marketing
5) One Simple Rule: Influencer Marketing is Marketing to Influencers
6) An Influencer Marketing Campaign: A Case Study

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What is Influencer Marketing

  1. 1. Influencer MarketingHub
  2. 2. What Influencer Marketing Is At its most basic, Influencer Marketing is like a hybrid of old and new marketing tools, taking the idea of the celebrity endorsement and placing it into a modern day content-driven marketing campaign. Marketers received $6.85 in earned media value for every $1 spent on influencer marketing – AdWeek
  3. 3. What works in Influencer Marketing Carefully consider your approach in influencer marketing • Be organized, put together a strategy, plan and budget, spend time on research • Be patient and be human – people talking to people, not companies talking to companies Develop a schedule • Does the influencer prefer monthly/ quarterly/biannual calls or newsletters? • Integrate with your PR schedule, product release schedule, etc. • Send emails on behalf of key executives. Plan travel schedules for exec and arrange face-to-face meetings
  4. 4. Influencer Marketing Stats 90% of consumers trust peer recommendations Use generated content is 50% more trusted by internet users than traditional media Consumers are 71% more likely to make a purchase based on social media referrals 81% of U.S. consumers trust advice and information from blogs
  5. 5. Consumers want value Sixty-four percent of influencers say their audience respects that they provide value about topics they are in interested in, while 59 percent state their audience enjoys how they interact with them, listen and respond online. 64%
  6. 6. Conversion can increase 3-10X when brands share content through influencers in their industry.
  7. 7. One Simple Rule: Influencer Marketing is Marketing to Influencers Influencer Marketing tells us that our time is better spent in marketing directly to influential people whose likes and dislikes we already know — are well aligned with our own Influencer Marketing generates as much as 11X banner ad ROI
  8. 8. Influencer Marketing isn’t just about finding someone with an audience and offering them money “ ”
  9. 9. You should use influencer marketing because It’s more authentic than an ad It’s more cost effective than other marketing channels It’s an easy way to build trust It provides access to a large audience It’s a way to create real-time engagement You can effectively win over a new target audience It provides sharable content for exponential results
  10. 10. of influencers say their audience loves that they are themselves: open, honest, funny and willing to call it like they see it. 71%
  11. 11. Top 4 Challenges in Influencer Marketing Identifying the right influencers Finding the right engagement tactics Measuring the performance of the campaigns Keeping track of influencers’ activity
  12. 12. 5-step Action Plan Define Discover Monitor MeasureTake action 1 2 3 4 5 Influencer marketing begins with identifying your target customer and understanding who impacts how they’re discovering, evaluating and deciding to buy merchandise. Influence is subjective, so you’ll need to search for people who produce and share content that impacts your business or your customer’s decision-making. Listen to your specific influencers and track their content. Ask the questions—what topics do they write about, what are they sharing, what questions are their audience members asking? Start building relationships through simple actions like following and sharing their links, get to know them, build trust, then plan actions that will enable you to work together. Keep track of the relationships you’re building and how they’re converting into concrete events like visits, introductions, mentions and eventually leads.
  13. 13. Which of the following forms of advertising is most effective at influencing you to make a purchase? 78% 14% 5% 3% Friend Recommendation TV Commercials Print Ads Banner/Display Ads
  14. 14. Influencer Marketing Case Studies
  15. 15. – the most important YouTuber in the world – teamed up with the makers of a horror film set in the French catacombs under Paris, creating a series of videos in which he underwent challenges in the catacombs. It was pitch-perfect content for PewDiePie’s 27 million subscribers, and received nearly double the views as the movie’s trailer. Everybody won. PewDiePie Influencer: PewDiePiew Subscribers: 27 milion Brand: As Above, So Below (film)
  16. 16. Walmart found that Meghan McCarthy – a famous vine – was among one of the top Millennial influencers and partnered with her to integrate their promotion into her daily conversations. Posting on Snapchat, Instagram, Twitter, and YouTube, Meghan put her stamp of approval and explained exactly why her audience should care about the promotion. Her posts garnered hundreds of follow up posts and tweets, the partnership with Meghan made an impact like no TV commercial campaign ever would. Meghan McCarthy Influencer: Meghan McCarthy Followers: 643,287 Brand: Walmart Source:
  17. 17. is known for his crazy, off the beaten path recipes. So when Ken’s Salad teamed up with FoodBeast to create a new recipe, the goal was clear: Go viral. FoodBeast created the “Ranch Taco Salad Code”, a one of a kind recipe to create a savory treat using Ken’s Salad Dressing. Pulling in over 6,000 shares on Facebook, this creation sparked a flurry of comments and likes and landed hundreds of thousands of eyeballs on Ken’s Dressing. FoodBeast Influencer: FoodBeast Followers: 1,223,133 Brand: Ken’s Salad Dressing Source:
  18. 18. Sources: • • steps/ • •
  19. 19. Influencer Marketing Hub is the leading resource for Social Media Influencers, Influencer Marketing Platforms and Influencer Marketing Agency Case Studies Learn More: Influencer MarketingHub