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Geelmuyden Kiese + Splay: Influencer marketing anno 2017

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Geelmuyden Kiese
SMW
Influencer marketing anno 2017
27.02.17
Louise Wendelbo Pedersen, Geelmuyden Kiese: louise.wendelbo@g...

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Geelmuyden Kiese
300M
Monthly Views
336M
Followers
THE NEXT GENERATION DIGITAL MEDIA HOUSE

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Geelmuyden Kiese
3
HOW CAN YOU
BREAK
THROUGH THE
NOISE?

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Geelmuyden Kiese + Splay: Influencer marketing anno 2017

  1. 1. Geelmuyden Kiese SMW Influencer marketing anno 2017 27.02.17 Louise Wendelbo Pedersen, Geelmuyden Kiese: louise.wendelbo@gknordic.com Adrian Langer, Splay Networks: adrian@splay.tv
  2. 2. Geelmuyden Kiese 300M Monthly Views 336M Followers THE NEXT GENERATION DIGITAL MEDIA HOUSE
  3. 3. Geelmuyden Kiese 3 HOW CAN YOU BREAK THROUGH THE NOISE?
  4. 4. Geelmuyden Kiese 4 3000 ad messages / day 20 000ad messages / day Between Source: Yankelovich Study (n= 4100) AD MESSAGE EXPOSURE
  5. 5. Geelmuyden Kiese 5 Source: Yankelovich Study (n= 4100) BUT only 12make a impression
  6. 6. Geelmuyden Kiese BE WHERE THE AUDIENCE IS
  7. 7. Geelmuyden Kiese 15 29 IS NOW THE BIGGEST BROADCASTER IN DENMARK MEASSURED IN TIME SPEND PR. DAY AGE DR MEDIE UDVIKLINGEN 2016
  8. 8. Geelmuyden Kiese DR MEDIE UDVIKLINGEN 2016
  9. 9. Geelmuyden Kiese YOU ARE LOSING MY ATTENTION
  10. 10. Geelmuyden Kiese WE MULTISCREEN 27% OF THE TIME
  11. 11. Geelmuyden Kiese EXPOSURE IS NOT THE SAME AS ATTENTION
  12. 12. Geelmuyden Kiese ”YOU HAD ME AT HELLO"
  13. 13. Geelmuyden Kiese YOU NEED TO BE CHOSEN
  14. 14. Geelmuyden Kiese > 60 15% 25% 45 - 60 17% 25% 30 - 44 24% 29% 18 - 29 31% 54% Men Women AD BLOCKING USAGE RATES Share of total online users per age category (% of total) 0 50 100 150 200 2010 2011 2012 2013 2014 2015 +54% Global MAU of Ad Blocking (Million Users) Million Global Adblocking Users Source: BI Intelligence, Aug 2015, Source: comScore; MediaVision 2015
  15. 15. Geelmuyden Kiese CREATE CONTENT PEOPLE WANT TO WATCH – NOT SKIP
  16. 16. Geelmuyden Kiese INFLUENCERS ARE THE MEDIA HOUSES OF TOMORROW
  17. 17. Geelmuyden Kiese BOOK YOUTUBE TV HOST FASHION BRAND APP POD BLOG INSTAGRAM 417 000 SUBSCRIBERS 452 000 FOLLOWERS BOOK YOUTUBE BEAUTY BRAND APP INSTAGRAM 200 000 SUBSCRIBERS 344 000 FOLLOWERS BOOK YOUTUBE BEAUTY BRAND APP INSTAGRAM 200 000 SUBSCRIBERS 344 000 FOLLOWERS SNAPCHAT
  18. 18. Geelmuyden Kiese VECKOREVYN 40 600 DAMERNAS VÄRLD 72 300 ELLE 59 500 PLAZA KVINNA 27 900 STYLE BY 28 900 = 65% OF KRISTINE's REACH KRISTINE SLOTH VS FEMALE MAGAZINES
  19. 19. Geelmuyden Kiese 11X BETTER ROI THAN TRADITIONAL ADS Source: RhythmOne 2015
  20. 20. Geelmuyden Kiese # MORE AUTHENTIC # MORE TRUSTWORTHY # MORE RELATABLE # MORE LIKE ME # MORE APPROACHABLE … and more reach than traditional media
  21. 21. Geelmuyden Kiese 71 % MAKE PURCHASE DECISIONS BASED ON RECOMMENDATIONS FROM INFLUENCERS Source: ODM Group
  22. 22. Geelmuyden Kiese WHAT TO LOOK FOR IN AN INFLUENCER? REACH ENGAGEMENT CAN THE INFLUENCER RELATE TO THE PRODUCT? RELEVANCE HOW MANY VIEWS PER VIDEO DOES THE INFLUENCER GET? IS THE AUDIENCE ENGAGED? LIKES/COMMENT
  23. 23. Geelmuyden Kiese CONTINUITY TALENT CAN THE INFLUENCER REALLY AFFECT THEIR AUDIENCE? INFLUENCE HOW OFTEN DOES HE/SHE POST OR UPLOAD CONTENT? HOW DO YOU DEFINE A TALENT? WHAT TO LOOK FOR IN AN INFLUENCER?
  24. 24. Geelmuyden Kiese INFLUENCER ADVERTISER AUDIENCE ROIVALUE AUTHENTICITY A NEW MEDIA LANDSCAPE
  25. 25. Geelmuyden Kiese # BE WHERE YOUR AUDIENCE IS # CATCH THE ATTENTION IN A SECOND # PRODUCE A CONTENT PEOPLE WANT TO WATCH – NOT SKIP # LET INFLUENCERS BECOME THE AUTHENTIC VOICE OF YOUR MARKETING MESSAGE adrian@splay.tv
  26. 26. Geelmuyden KieseGeelmuyden Kiese Influencersamarbejder – en indkøbsguide
  27. 27. Geelmuyden KieseGeelmuyden Kiese Hvornår giver det mening?
  28. 28. Geelmuyden Kiese - Når man finder det rigtige match mellem brand/produkt/budskab, influencer og målgruppe - Når man vil bygge brand, lancere nyt og ændre holdninger - Når man har brug for mere autenticitet og involvering, end hvad en reklame kan levere
  29. 29. Geelmuyden KieseGeelmuyden Kiese Hvordan får man det bedste resultat?
  30. 30. Geelmuyden Kiese - Ved at involvere influenceren fra start - Ved at sætte rammer, men samtidig turde slippe tøjlerne - Ved at gøre sig klart, hvad man vil opnå og sætte klare KPI’er, fx for: - Reach - Involvering - Konvertering
  31. 31. Geelmuyden KieseGeelmuyden Kiese Hvornår er det en succes?
  32. 32. Geelmuyden Kiese - Når samarbejdet er troværdigt - Når både kunde, influencer og følgere er glade - Når man kan måle effekten på relevante KPI’er
  33. 33. Geelmuyden KieseGeelmuyden Kiese Hvordan vælger man de rette influencers?
  34. 34. Geelmuyden Kiese Attention Makers Høj reach Høj investering (Honorar, konceptudvikling) Brand Builders Brand Lovers Klart match til brandet/produktet/servicen Medium til høj investering (Honorar, konceptudvikling) Loyale ambassadører, som er oprigtigt engageret i brandet/produktet Lav investering (produkt) Forskellige influencers til forskellige formål
  35. 35. Geelmuyden KieseGeelmuyden Kiese Hvad koster det?
  36. 36. Geelmuyden Kiese Reach koster – kvalitet koster - men alt er til forhandling!
  37. 37. Geelmuyden KieseGeelmuyden Kiese Hvad kan gå galt?
  38. 38. Geelmuyden Kiese Influencers er bare mennesker - og mange meget unge
  39. 39. Geelmuyden KieseGeelmuyden Kiese Bureauerne
  40. 40. Geelmuyden Kiese Nordens største netværk for video-influencers De største danske YouTube-stjerner Danmarks største blognetværk Særligt stærke på mode, mad, beauty og fitness Internationalt influencernetværk med mere end 12 mio. indholdsskabere Verdens største Instagrammere Hvem er hvem, og hvad kan de?
  41. 41. Geelmuyden Kiese Dansk influencerbureau Repræsenterer mange af Danmarks største influencers: Bloggere og kendisser. Dansk YouTube-netværk. Har indgået samarbejdsaftale med United Screens Særligt stærke på gaming, lifestyle og entertainment Dansk bloggerkolletiv Særligt stærke på gastro, blogs for til/af mænd, lifestyle, mode og beauty Hvem er hvem, og hvad kan de?
  42. 42. Geelmuyden Kiese

Editor's Notes

  • So the big question every marketing director ask herself. How can I break through the noise and become one of the 12 messages that people actually listen to and care about?
  • Today we are exposed to 3000-20 000 commercial messages per day. It can be a tv-spot, a banner or just a logo on a bottle.
  • But research show that out of this 20 000 ad impressions it ONLY 12 that makes an impact on us.
  • So how do you become one out of these 12 messages? The first advice is that ”YOU NEED TO BE WHERE THE AUDIENCE IS” . Sounds pretty obvious but in fact the gap between where the eyeballs are and where advertisers spend there money never has been bigger.
  • YouTube has today higher daily reach than any Swedish network in the age group 18-44 years.
  • Another shocking fact is how the young millennials are consuming Snapchat. 92% of Swedish girls in high school use Snapchat EVERY DAY! So, if I ask you in the room. How many of you would like to reach girls 15-19 years with your communication? And here is the next question. How many of you have spent money on a Snapchat during the past 6 months? You see. The difference between where your target group is and where you spend your money has never been bigger.
  • Next insight is that YOU ARE LOSING MY ATTENTION.
  • This picture is something I think we all can relate to. We are multiscreening 27% of the time when we watch TV. You might think your customer are watching your tv-spot, but in fact they are browsing the news and are checking their emails.
  • . We often talk about “exposure”. But what's important to understand is that exposure is not the same as attention. An exposure is nothing worth if people don’t pay attention. It’s not just what we watch – it’s how we watch.
  • And how do you get the attention? Well, you need to be able to catch the interest in a second otherwise your audience will go somewhere else. So the quote from the move Jerry Maguire ”YOU HAD ME AT HELLO” has never been more relevant. You need to have your audience at hello or it will be goodbye.
  • In todays media landscape you need to be chosen. It’s not like when we were young and there was just a few tv-channels. Today the audience is voting with it’s eyeballs every second. You cant force feed them with content and commercial messages that are not relevant – then they will simply deselect you.
  • Today the ad-avoidance is bigger than ever. Ad blockers is increasing heavily. In men 18-24 over 50% are using ad blockers today. But this is not the only thing that supports the ad-avoidance trend.
  • So how can you be chosen? You need to start producing a content want to watch – not skip. You Need to stop pushing out commercial messages that are not relevant and instead turn things around and start asking yourself what’s relevant for you potential clients? What is their passion points? How can you add a value to them?
  • Influencers are the media houses of tomorrow! The media market is about to democratize and you don't need a gate keeper like a tv channel to make it big today.
  • Let me give you an example. This is the Media house Clara Henry. She has got 450 000 followers on Instagram and YouTube. As we see it – her YouTube channel is her TV station. Her Instagram account is her Magazine. Her blog is her Newspaper. Her Pod is her radio station, she is a best seller author. She has got her on mobile video app. Sha has launched her own fashion brand and this spring she will host Melodifestivalen – the largest TV show in Sweden. That’s the Media House Clara Henry. And we at Splay work with another 650 media houses in different sizes in the Nordics.
  • And Clara Henry has today a higher reach than the traditional media houses. If we compare all the magazines in Sweden trying to reach the same audience as Clara, females 18-25 and and we combine all their editions. Then we compare that to Clara's 450 000 followers on Instagram that is her “magazine” for inspiration we see that Clara Henrys is delivering twice as much reach than all this magazines combined.
  • But influencers are not only delivering higher reach. They also delivers 11 times better ROI (return of investment) than traditional ads. To understand this we need to start to look into how influencers communicate with their audience.
  • Clara’s audience finds her MORE AUTHENTIC, MORE TRUSTWORTHY, MORE RELATABLE, MORE LIKE ME, MORE PPROACHABLE than traditional media and advertising. And on top of this she has got more reach than traditional media. That’s why influencer marketing is so powerful.
  • 71% of young millennial also say that they take their purchase decisions based on recommendations from influencers while on 33% in the target group trust traditional ads.
  • But influencers are not only delivering higher reach. They also delivers 11 times better ROI (return of investment) than traditional ads. To understand this we need to start to look into how influencers communicate with their audience.
  • To summarize. How can you as a brand break through the noise and become one of the 12 messages that makes an impact on people.
    First. YOU NED TO BE WHERE YOUR AUDIENCE IS.
    YOU HAVE TO CATCH THEIR ATTENTION IN A SECOND. OTHERVISE YOU WILL LOSE THEM.
    YOU HAVE TO START PRODUCING A CONTENT PEOPLE WANT TO WATCH – NOT SKIP.
    YOU SHOULD LET INFLUENCERS BECOME THE AUTHENTIC VOICE OF YOUR NEXT MARKETING MESSAGE.
    AND YOU SHOULD LOOK AT YOUR AUDIENCE AND CUSTOMERS AS YOUR FUTURE FANS. WHAT DOES IT TAKE TO TRANSFORM THEM INTO FANS? DO DO SO YOU NEED TO CO-CREATE, INTERACT AND ENGAGE WITH THEM.
    Good luck and thanks for listening.
  • Influencere leverer troværdighed – som en anbefaling fra én man kender
  • Sæt KPI’erne efter, hvad du vil med samarbejdet – hvad er vigtig for organisationen
  • Attention makers kan få budskabet ud til masserne
  • Sørg for have en klar idé om, hvad formålet med kampagnen er – og hvilke KPI’er der skal nås.
    Reach er ikke alt.
    Tænk på influencerindkøb, som ethvert andet medieindkøb. Vær klar til at forhandle.
  • Felix Kjellberg bedre kendt som PewDiePie er verdens største YouTuber med Næsten 54 mio. subs. Disney og YouTube har for nylig opsagt deres samarbejde med PewDiePie pga. anti-semitiske jokes.

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