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To Influence and Beyond: How Brands Transform Influencer Marketing to Social Proof at Scale

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We're living in a world where authenticity, trust, and transparency are make-or-break propositions for brands. Increasingly, the content that customers trust and seek out to inform their purchase decisions is content from influencers and consumers like them. A recent Forrester Research survey found that influencers are now second only to agencies as the primary source of content for B2C marketers. As digital continues to proliferate and evolve, so too must influencer marketing. Join Mavrck to learn how CPG marketers can scale and expand influencer marketing strategies that increase business value, with examples from brands like Kraft Heinz, P&G, and Godiva.

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To Influence and Beyond: How Brands Transform Influencer Marketing to Social Proof at Scale

  1. 1. Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential How Brands Transform Influencer Marketing to Social Proof at Scale August 2019
  2. 2. Technology has democratized content creation globally.
  3. 3. 68% of people come to Instagram to interact with creators.Source: Instagram, June 2019
  4. 4. 34% of people have purchased based on an influencer’s post. Source: eMarketer, April 2019
  5. 5. 40% of grocery shoppers view recipes on Pinterest while in store.Source: Kroger
  6. 6. Individuals matter more than institutions, and consumers are social influencers who define brands. Rachel Botsman
  7. 7. We live in a world now where one person with 50,000 Twitter followers can have significant impact on your brand. Brad Jakeman
  8. 8. Revolve mentioned influencer marketing 70+ times in IPO filing.
  9. 9. Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential What consumers say online is now more powerful than what brands say to consumers. We call it Social Proof.
  10. 10. Amazon’s Integrated Social Proof Strategy
  11. 11. Mavrck Powers Social Proof at Scale ● Influencer Marketing ● Customer / Employee Advocacy ● Brand / College Ambassadors ● Refer-a-friend ● Product Sampling ● Ratings and Reviews ● Digital Focus Groups Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential
  12. 12. ● Recruit relevant influencers ● Activate to create social proof at at scale ● Measure the performance impact ● Syndicate the social proof content How it Works
  13. 13. Advocates consumers and employees who don’t produce content often, but will do so for brands they are passionate about, but with less quality. 4 Loyalists love your brand and purchase regularly, but will never share. 6 Macro-Influencers earn their living as a content creator (bloggers, youtubers, journalists). 2 MOREVOLUME Micro-Influencers have a side hustle creating content, and aspire to become and Macro Influencer someday. 3 Referrers share if the incentive is right, but will put in limited effort (think copy and paste a link). 5 Mega-Influencers are professional athletes, actresses or artists who monetize their celebrity influence. 1 MORECOST Recruit Multiple Influencer Personas Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential
  14. 14. Macro Create Content Create original content in the form of social posts, blog posts or videos. 1 Refer Friends & Share Content Refer friends to content via trackable referral links and promo codes. 2 Reviews & Research Review products and services or provide survey responses for Research. 3 Micro-Influencer are the triple threat of the spectrum because they can deliver all three types of content with the most trust, authenticity and cost effectiveness. Activate Multiple Social Proof Use Cases Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential
  15. 15. Hundreds of Brands Trust the Mavrck Platform CONSUMER PACKAGED GOODS FASHION & APPAREL TECH & ELECTRONICS BEAUTY & HEALTH E-COMM & RETAIL AUTO & TRAVEL Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential
  16. 16. Powered Kroger Performance Marketing Programs 302 10,637 5.8M 174M CPG Influencer Campaigns Posts Created By Influencers Organic Engagements Organic Impressions
  17. 17. Social Proof Brand Lift Study for Kraft Heinz
  18. 18. Social Proof at Scale Drives Unaided Recall
  19. 19. Social Proof at Scale Drives Favorability and Intent
  20. 20. Social Proof at Scale Drives Offline Sales Lift 1,855 249k 24.2M 10.2% Posts created by Influencers Organic Engagements Organic Impressions Offline sales lift in 3 test markets
  21. 21. Social Proof at Scale Increases Conversion Rates 1.3k 62M 603k 43% 32% Posts Generated by Influencers Impressions on Influencer Posts Engagements on Influencer Posts Increase in engagement rate when Increase in conversion rate when repurposed
  22. 22. 8 6 mo. 1,860 4.82 38% Product SKUs Reviewed Timeframe for Reviews Generation Ratings & Reviews Generated Average Product Rating Retail sales increase from Ratings & Social Proof at Scale Even Works for Paint
  23. 23. Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential WWW.MAVRCK.CO LYLE@MAVRCK.CO Thank You

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