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Understanding Influencers to Scale Your Publishing Business | Michael Albertshauser

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Delivered at Casual Connect Europe 2017. In this lecture, GameInfluencer will discuss the results of their survey involving 500 influencers. They will share insights on influencer perspectives and marketing deals in order to educate publishers and marketers on how to be a better business partner for influencers and secure better deals and content.

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Understanding Influencers to Scale Your Publishing Business | Michael Albertshauser

  1. 1. UNDERSTANDING INFLUENCERS TO SCALE YOUR PUBLISHING BUSINESS
  2. 2. WE LIVE IN A RELATIONSHIP ECONOMY
  3. 3. WE NEED TO TRUST THE COMPANY / PERSON WE BUY FROM
  4. 4. INFLUENCERS COMMAND THAT TRUST. WHILE MOST COMPANIES STRUGGLE …
  5. 5. IT’S A GLOBAL PHENOMENON 92% 47% $255 million is spent on influencer marketing every month. - Bloomberg 2016 of customers use Adblock technology, traditional digital advertising channels often have limited effectiveness. - Forbes 2016 of consumers trust an influencer more than an advertisement or traditional celebrity endorsement. - Forbes 2016
  6. 6. SERIOUSLY Spent 90% of the “Best Fiends” marketing budget on Influencer Marketing
  7. 7. SCOPELY Worked with influencers to get 4 Mio downloads of “The Walking Dead: Road to Survival” in one week
  8. 8. SPILGAMES Shot “Trollface Quest Video Memes” to the top 20 of the French app charts with a dedicated influencer campaign
  9. 9. WHY IS INFLUENCER MARKETING SO POTENT?
  10. 10. Something to get through to get to desired content Viewers actively seek out content TRADITIONAL DIGITAL ADVERTISING INFLUENCER MARKETING MOTIVATION TIME PERCEPTION Intrusion / ad Recommendation from friend / role model 0.5 – 30 seconds 3 - 30 minutes
  11. 11. WHO ARE THESE “INFLUENCERS”? FOLLOWING Influencers have large social networks CHARISMATIC ENTERTAINERS Influencers thrive on engagement and inspiration - personality is more important than subject TRUSTED Influencers are looked up to by their peers
  12. 12. WHICH PLATFORMS SHOULD YOU FOCUS ON? Long form video content is best to expose audience to a game for the very first time YOUTUBE AND TWITCH Short form content is great to follow up / drive installs FACEBOOK, TWITTER, SNAPCHAT, INSTAGRAM ETC.
  13. 13. Understand influencers HOW TO GET STARTED? Identify the right influencers for your game
  14. 14. OUR INFLUENCER SURVEY 15 countries 7,500 Gaming Influencers in our network 542 (=n) Filled out the survey 384 Answers from influencers with more than 100,000 followers >100k
  15. 15. THIS IS THEIR JOB! 68% Full time job 26 Videos per month 5.3 Hours spent to produce a single video 34.45 Hour work week just creating videos
  16. 16. WHAT ARE YOU COMPETING AGAINST? 19.5Received business inquiries per month 2Accepted business inquiries per month
  17. 17. WHAT ARE YOU COMPETING AGAINST? 50Received business inquiries per month 2Accepted business inquiries per month >800k
  18. 18. WHAT DECIDES WHICH OFFERS ARE TAKEN? 37% In game feature, e.g. voicing a character 61% Extras like trips to events, hardware, goodies etc. 69% Price / Payment / Money 77% Good relationship with business partner 83% Quality of the game 86% Whether the game fits channel / audience
  19. 19. WHAT’S THE PREFERRED PAYMENT MODEL? 26% CPI (Payment per app/game install) 64% CPM (Payment per 1,000 video views) 88% Fixed price per video
  20. 20. SURVEY LEARNINGS Make a good game Make use of untapped potential Make your offer stand out Be professional Pick the right influencers Find a working payment model
  21. 21. IDENTIFYING THE RIGHT INFLUENCERS FOR YOUR GAME Type of channel Game preferences Engagement rates Professionalism and reliability Previous campaign performance Audience demographics
  22. 22. HELP!!! HOW COULD I EVER KNOW ALL THIS?!
  23. 23. BRACE YOURSELF! … only one slide though ;) The Sales pitch is coming ...
  24. 24. WE CAN HELP YOU! GameInfluencer Database supports profiling of influencers Create lookalike audiences based on • Viewership • Engagement and reach • Game preferences • Previous performance Guaranteed KPIs
  25. 25. THANK YOU! Some of the great people who already trust us: Michael Albertshauser Co-founder / Head of Influencer & Campaign Management mike@gameinfluencer.com

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