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How To Make Influencer Marketing Your Top Performing Channel in 2016

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Influencer Marketing has matured into a powerhouse marketing channel.

In this webinar, Rachael Cihlar and Laura Smous will provide actionable insights into what it takes to create a high performing influencer marketing practice, with less effort than you’d think. Through the use of case studies, proprietary data and actual customer examples, you’ll learn how to:

Drive programs and performance with goal setting
Optimize influencer selection for maximum ROI
Reach the right consumers, with audience targeting
Identify which influencer marketing metrics matter to you (and which don’t)
Continuously improve your influencer marketing, with analytics
Create an “always-on” influencer marketing strategy that’s vital to your success
Influencer marketing is not what it was even a year ago. It’s no longer a cumbersome process nor is it a one-off tactic. Rachael and Laura will outline the ease and efficiency of building an always-on automated influencer practice.

Published in: Marketing
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How To Make Influencer Marketing Your Top Performing Channel in 2016

  1. How to Make Influencer Marketing Your Top Performing Channel in 2016 RACHAEL CIHLAR & LAURA SMOUS
  2. #KissWebinar @Kissmetrics #KissWebinar @thuelmadsen
  3. Rachael strategizes, designs, implements, and optimizes influencer marketing campaigns and programs for top brands and leading digital and PR agencies, in addition to relentlessly monitoring trends and data in consumer buying behavior. RACHAEL CIHLAR Senior Influencer Marketing Strategist, TapInfluence @raisinann Laura is the Director of Product Marketing, melding agency and SaaS experience with an obsessive quest for knowledge about the market, our customers, and our product to build actionable strategies that help grow revenue with influencer marketing automation. LAURA SMOUS Director of Product Marketing, TapInfluence @laurasmous
  4. 1 Why IM Became a Powerhouse Channel 2 3 How You’re Losing Money If You’re Not Always-On WHAT YOU’LL LEARN TODAY 2 Creating a Revenue Driving IM Practice 64 Identifying Metrics That Matter (And Those That Don’t) 5 Continuously Improving Your IM Effort with Analytics Driving Programs & Performance with Goal Setting Optimizing Influencer Selection for Maximum ROI Reaching the Right Consumers with Audience Targeting
  5. @tapinfluence #KissWebinar @raisinann @Laurasmous
  6. Why IM Became a Powerhouse Channel INFLUENCER MARKETING’S TUMULTUOUS RISE TO FAME
  7. Marketers don’t control the consumer journey anymore. (LET’S ALL STOP TRYING)
  8. Both the U.S. Congress and the federal government rank above advertising and marketing when it comes to who consumers believe practices integrity. CONSUMERS DON’T TRUST BRAND ADVERTISING
  9. IT’S REACHED A TIPPING POINT –PwC“ 62% of people trust brands less. ”32% of online consumers trust a stranger more than a brand. –Forrester –Meaningful Brands Study “ 73% of people wouldn’t care if brands disappeared tomorrow.
  10. ESPECIALLY WITH AD BLOCKING As consumer distrust of brands grows, so does their use of ad blocking technology—so much so that consumers are more likely to survive a plane crash than click on a banner ad. Brands are losing billions.
  11. …AND BOTS $29.6 billion was lost by advertisers to bot fraud in 2015 alone. Even Google admits, more than half the ads served on the Internet are never seen. Image via Incapsula
  12. THE RESULT No one’s listening to you. 90% 40% Percent of ad revenue loss by websites that target millennials due to ad block. – President of IAB Percentage of Americans Who Ignore Digital Ads - Harris Interactive, 2015 The Click-Through Rate of Display Ads - DoubleClick, 2015 0.04%
  13. How do you reach today’s social consumer, who trusts strangers more than YOU? THEY ARE LISTENING TO EACH OTHER 74% 84% Take action based on the opinion of others. – Nielsen Rely on social media to inform purchase decisions - ODM Group Trust peer recommendations. Only 33% trust ads. - Nielsen 90%
  14. Forcing the same product messaging into new channels wasn’t working (we tried that with social). Trying to meet consumers at every conceivable point on their journey with stuff we wanted to say was exhausting and costly (we tried that with content). What emerged was a new way to reach consumers, with messages about your product they actually want to hear, coming from voices they already trust. That’s influencer marketing. ENTER INFLUENCER MARKETING
  15. 75% of marketers are using influencer marketing. – AUGURE, THE STATE OF INFLUENCER ENGAGEMENT IN 2015
  16. THE RISE OF INFLUENCER MARKETING 59% 11% 10% 20% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Increase budget Maintain budget Decrease budget Unsure Shareofrespondents Are you expecting your influencer marketing budget to increase or decrease over the next 12 months? Change in influencer marketing budgets in the U.S. 2015 Note: United States; March 10 to 16, 2015; 125 Respondents; among marketing professionals Source: Various sources (Tomoson); ID 432177 Further information regarding this statistic can be found on page 39.
  17. Average $9.60 earned media value for every $1.00 paid 51% report better customers—who spend and refer more—from influencer campaigns 81% of marketers who ran at least one IM program found influencer engagement to be effective. THE ROI IS CLEAR
  18. THE CATCH To unlock the high potential ROI of influencer marketing —repeatably, predictably, scalably and cost effectively— you need influencer marketing automation.
  19. AUTOMATED THE MANUAL WAY IDENTIFICATION (200 INFLUENCERS FOR TARGET OF 20 INFLUENCERS) 5 HOURS X $38.50 = $192.50 40 HOURS X $38.50 = $1540 OUTREACH (200 INFLUENCERS) N/A, INFLUENCERS ARE OPT- IN 200 INFLUENCERS, 10-15 MIN (ea) VIA EMAIL 40 HOURS X $38.50 = $1540 NEGOTIATIONS 0.5 HOURS X $38.50 = $19.25 20 INFLUENCERS X 1 HOUR X $38.50 = $770 CONTENT CREATION MANAGEMENT 8 HOURS X $38.50 = $308 80 HOURS X $38.50 = $3080 DAILY MEASUREMENT & REPORTING 0.25 HOURS X 5 DAYS X 4 WEEKS = $192.50 2 HOURS X 5 DAYS X 4 WEEKS = 40 HOURS X $38.50 = $1540 COST OF YOUR TIME $885.50 FOR A SAVINGS OF $7584.50 AND ALMOST 200 HOURS! $8,470.00 TIME TO VALUE: MANUAL VS. AUTOMATION
  20. Creating a Revenue Driving IM Practice EVERYTHING YOU NEED TO KNOW IN 15-MINUTES
  21. WISE WORDS “ Content that tries to sell, doesn’t. Content that tries to help, does. LINDA BOFF CMO, GE
  22. Who Can Build a Practice? HINT: YOU CAN
  23. Agencies Brands
  24. •  Budget •  Goals •  Competitive Offerings •  Resources WHAT YOU NEED TO BUILD A PRACTICE
  25. What is our total influencer marketing budget? What’s the cost-benefit of building an IM practice in house versus outsourcing to an agency? How much will we need to spend on influencers to reach our goals? What is our plan for distribution to maximize the value of influencer generated content? BUILD A REALISTIC BUDGET
  26. Set goals upfront and expectations for meeting them: • Agencies – influencer marketing as a revenue stream, core competency to win new business • Brands – influencer marketing for brand awareness, market share, product launches, events, etc… SET GOALS AS AN ORGANIZATION
  27. Agencies: •  Pricing versus competitors •  Campaign value versus competitors Brands: •  Marketing plan versus competitors •  Content advantages versus competitors START WITH A COMPETITIVE OFFERING
  28. 1.  Build a team 2.  Scale to fit your business 3.  Save on resources GET RESOURCES READY
  29. In six months: from 1 program a month to almost 30 programs per month. 0 5 10 15 20 25 30 35 March April May June July August September Programs PLAN FOR GROWTH Agency A – Program Growth
  30. In six months: from using 1 influencer per month to over 600 per month! 0 100 200 300 400 500 600 700 March April May June July August September Influencers PLAN FOR GROWTH Agency A – Influencer Utilization
  31. In six months: from $50 in influencer spend to over $160,000! $0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 $160,000 $180,000 $200,000 Influencer Spend PLAN FOR GROWTH Agency A – Influencer Spend
  32. In six months: from 1 person team to 8! 0 1 2 3 4 5 6 7 8 9 March April May June July August September Influencer Team PLAN FOR GROWTH Agency A – Influencer Team
  33. Influencer Selection for Maximum ROI HOW TO OPTIMIZE
  34. Know how to search the basics: •  Categories •  Channels and Reach •  Cost Per Engagement (CPE) •  Experience and Voice GUIDING YOUR INFLUENCER SEARCH
  35. Then learn how to search smart: •  What are my goals and will this influencer help me achieve them? •  Would this influencer normally speak about this topic or product ? •  Which search criteria are most important for my goals? GUIDING YOUR INFLUENCER SEARCH
  36. TRICK QUESTION “ Which is more important: getting your message in front of a massive number of consumers—very few of whom will ever care about or be able to afford your product—or surgically targeting those that closely resemble your ideal customer? YOURS TRULY TapInfluence
  37. More isn’t necessarily better. We are much more likely to influence buying behavior by talking to people wo actually have the ability and inclination to buy. Activating that inclination to buy is much more likely to occur in close personal discussions than in massive groups, where the audience is only very loosely connected to the speaker. For that reason, when identifying influencers, look to individuals who have meaningful influence over your buyers rather than celebrities with massive followings. “54 percent of consumers agree that the smaller the community, the greater the influence.” KNOW YOUR AUDIENCE, AND TARGET THEM
  38. Pre-campaign: •  Influencer focus groups •  Previous influencer performance Post-Campaign: •  Evaluate results & top performers •  Test new influencers THERE’S NO END TO WHAT YOU CAN OPTIMIZE
  39. Trends in Influencer Selection WHAT YOU NEED TO KNOW
  40. Gamers International Influencers Male Influencers Video influencers 4% TRENDS: INFLUENCERS What Marketers Want 8% 33% 39%
  41. SNAPCHAT •  48%* of influencer polled have Snapchat •  81%* of those influencers want sponsored opportunities PERISCOPE •  52% of influencer polled have Periscope •  90% of those influencers want sponsored opportunities TRENDS: EMERGING CHANNELS
  42. How You’re Losing Money If You’re Not Always-On WHY YOUR IM STRATEGY WILL MAKE OR BREAK YOUR SUCCESS
  43. Today’s customers distrust and resent one off campaigns that interrupt or intercept them. – FORRESTER
  44. Consumers are asking their own questions, in their own buying cycles. Millions of people are forming their own opinions, whether or not you’re part of the conversation, that you won’t be able to overcome later. That’s why your marketing must feel like a natural continuation of a conversation with your customer. TRUST ISN’T SOMETHING YOU TURN ON AND OFF
  45. Continuous engagement ensures that the initial purchase is only beginning of a customer’s value. – MARKETO, THE FIVE PRINCIPLES OF ENGAGEMENT MARKETING
  46. Repeat customers spend as much as 67% more than new customers, and 49% of companies say they achieve a higher return-on-investment by focusing on engagement rather than acquisition. IT WILL MAKE YOU MORE MONEY – BAIN & COMPANY
  47. Loyal customers are positioned to become advocates for your brand, helping you to create new business. Engaging with customers throughout their lifecycle isn’t just about individual value—it’s also about the value of their networks. IT WILL SCORE YOU MORE CUSTOMERS – BAIN & COMPANY
  48. Unless you do it wrong. (WHICH MANY OF US ARE)
  49. 1 Consistency 2 Brand Lift and Amplification of All Other Marketing 4 3 Saving Time and Money Sustained Growth and Earned Media Value 5 Predictable Results and Scale WHY ALWAYS-ON
  50. TWEET OF THE DAY The best influencer marketing campaigns don’t end with content creation. @NEILPATEL @Kissmetrics @TapInfluence #KissWebinar #TapMetrics
  51. Repurpose on your brand’s site: •  Blog content •  Content hub •  Branded community •  Newsletters •  Marketing materials HOW TO MAKE EVERY PROGRAM ALWAYS-ON
  52. Repurpose on your brand’s channels: •  Social editorial calendar •  Social ads •  Social artwork •  Social testimonials HOW TO MAKE EVERY PROGRAM ALWAYS-ON
  53. Influencer distribution allows you to: •  Increase the efficacy and lifespan of content •  Generate revenue •  Drive exponential additional value from existing programs and content, at only incremental additional cost •  Gain predictability and ability to drive scale with spend •  Get speed to performance •  Bridge gaps between programs and remain “always-on” DON’T FORGET DISTRIBUTION
  54. Identifying Metrics that Matter (AND THOSE THAT DON’T)
  55. TWEET OF THE DAY When you know better, you measure better. When you measure better, you know better. @NEILPATEL @Kissmetrics @TapInfluence #KissWebinar #TapMetrics
  56. Thou shall always: 1.  Know goals ahead of time 2.  Know how to measure success 3.  Know how to communicate success INFLUENCER MARKETING METRICS
  57. INFLUENCER MARKETING METRICS
  58. AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY Reach Clicks Sharing Clicks to e-commerce Sharing Views Votes Likes / Follow Conversions to sale Referrals Content Views Data Capture Coupons/ Exclusive Offers User-generated content Brand Study Social Listening Tracking tags Comments Brand Study METRICS ALONG THE BUYER’S JOURNEY
  59. Going Up: •  Sales (duh!) •  Shares •  Comments – positive sentiment •  Coupon downloads Going Down: •  Reach •  Views TRENDS: METRICS
  60. Continuously Improving Your IM Effort USING ANALYTICS TO SCALE PERFORMANCE AND ROI
  61. DID YOU KNOW “ WOM is 50% more likely to trigger a conversion than ads. MAVRCK
  62. Step 1: Find a solution for analytics. Your solution should: •  Report on all relevant metrics •  Report in real-time •  Measure different campaign types (video, blog, etc) •  Optimize for you INFLUENCER MARKETING ANALYTICS
  63. Step 2: Optimization – Influencer Performance Real Example: •  Influencer A charges $12,000, delivers 58.3K engagements = $0.21 CPE •  Influencer B charges $3000, delivers 13.4K engagements = $0.22 CPE INFLUENCER MARKETING ANALYTICS
  64. Step 3: Optimization – Brand Elements Evaluate: •  URL performance •  Brand Messaging •  CTA INFLUENCER MARKETING ANALYTICS
  65. You Need: SCALE Access to the right, vetted influencers, through an automated tool, allowing streamlined workflow and time efficiencies. You Need: QUALITY Ability to control the content, timelines and FTC disclosures, without having to manually check and schedule each post and share. You Need: PERFORMANCE Measurement of performance, down to an ROI on an influencer-by- influencer, action-by-action, channel-by-channel basis with the ability to optimize TO DO INFLUENCER MARKETING WELL
  66. Our Customers HOW WE HELP BRANDS AND AGENCIES DRIVE REVENUE
  67. HOW WE HELP OUR CUSTOMERS
  68. OUR PLATFORM
  69. LAURA SMOUS Director of Product Marketing, TapInfluence @laurasmous laura.smous@tapinfluence.com RACHEL CIHLAR Sr. Influencer Marketing Strategist, TapInfluence @raisinann rachael.cihlar@tapinfluence.com Questions?

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