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Geelmuyden Kiese + Splay: Influencer marketing anno 2017

Influencer marketing anno 2017 - digitale indfødte, niche communities og de nye mediehuse.

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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
Geelmuyden Kiese
300M
Monthly Views
336M
Followers
THE NEXT GENERATION DIGITAL MEDIA HOUSE
Geelmuyden Kiese
3
HOW CAN YOU
BREAK
THROUGH THE
NOISE?
Geelmuyden Kiese
4
3000
ad messages / day
20 000ad messages / day
Between
Source: Yankelovich Study (n= 4100)
AD MESSAGE EXPOSURE
Geelmuyden Kiese
5 Source: Yankelovich Study (n= 4100)
BUT only
12make a
impression
Geelmuyden Kiese
BE WHERE THE
AUDIENCE IS

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Geelmuyden Kiese + Splay: Influencer marketing anno 2017

Editor's Notes

  1. 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?
  2. 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.
  3. But research show that out of this 20 000 ad impressions it ONLY 12 that makes an impact on us.
  4. 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.
  5. YouTube has today higher daily reach than any Swedish network in the age group 18-44 years.
  6. 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.
  7. Next insight is that YOU ARE LOSING MY ATTENTION.
  8. 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.
  9. . 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.
  10. 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.
  11. 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.
  12. 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.
  13. 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?
  14. 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.
  15. 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.
  16. 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.
  17. 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.
  18. 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.
  19. 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.
  20. 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.
  21. 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.
  22. Influencere leverer troværdighed – som en anbefaling fra én man kender
  23. Sæt KPI’erne efter, hvad du vil med samarbejdet – hvad er vigtig for organisationen
  24. Attention makers kan få budskabet ud til masserne
  25. 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.
  26. 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.