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2016 - Ivy Worldwide Overview and Capabilies
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- 2. Influencer Marketing -It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers. Our objective – Create a program that will give influencers compelling and ongoing reasons to talk about and recommend your brand, people, products and services with their substantial audiences. A definition
- 3. • Influencer Marketingis not Public Relations • PR = broadcasting a message (press releases, media pitch) • Influencer marketing = online community relationships • Influencer Marketing is not Social Media • Social media = brands connecting with customers, buyers • Influencer marketing = brands connecting with influencers • Influencer Marketing is not Content Marketing • Content marketing = you create branded content • Influencer marketing = influencers create earned content What influencer marketing is not
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- 7. Event: CIO Synergy ©2015Ivy Worldwide, Inc. | Confidential 7 Objective: • Maximize and extend presence of Headspring at the summit via on-site coverage of the event via third-party influencer • Increase awareness and thought leadership position of Headspring as an application strategy and delivery partner for enterprise businesses Results: • 40 Content Pieces resulting in 321K+ impressions & 2,035 engagement events • 12 sales leads (day of event) • Average $250K deal size *engagement events: audience engagement with content via video views, likes, shares, and comments
- 8. Case Study HPWOM B2B HP B2B Goals: • Bring PC success to Enterprise Group • Differentiate HP TSG from competition • Use third-party endorsements to promote sales and leverage content created to move B2B audience to purchase G6 Server Launch Goal: Continue to drive sales after launch • 10 bloggers brought to HP Labs in Houston after major launch in Barcelona Results • Tech Day/Web Jam events – Blogs/Customers • 12 million impressions • 7k + Google back links • 40% of content posted after Tech Day was in-depth reviews of G6 servers • Live video posted from Tech Day *Video from Tech Day with John Obeto resulted in $2M PO Neowin.net scottlowe.org Geekzone Hp.com ©2015 Ivy Worldwide8 HP G6 Tech Day
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- 10. • 7,100+ directclick-troughs to online sales channels • 28.1M+ brand impressions • 544 content pieces bearing 3rd party endorsements • 330+ original photos posted • Page 1 Google search results • 99% positive/neutral tonality • 190K+ engagement events • 1000+ contest entries Dell + Intel enlisted highly influential bloggers that impact the purchasing decisions of early adopters and trendy mobiles to create a tidal wave of endorsements following the launch of the XPS 13 at CES by generating buzz, driving demand, growing sales, and displacing the competition. CHALLENGE ©2015 Ivy Worldwide, Inc. | Confidential DELL + INTEL | XPS 13 Long-Term Seeding | Case Study ACTION RESULTS • 50 bloggers + YouTube personalities were hand picked to experience the new XPS 13 for an extended period and discuss it with their readers in a unique and compelling way • Facilitated an ongoing conversation with brand advocates via 3 product briefings with Dell Product Managers • Influencers’ audience responded positively & indicated intent to purchase
- 11. DSW Holiday Promotion |Case Study ©2015 Ivy Worldwide, Inc. ACTION RESULTS • Ivy handpicked 50 influential bloggers to style a pair of shoes during the critical holiday shopping season • For 21 days, influencers published product reviews in tandem with contests of their own concept and execution • Bloggers engaged with readers through a large-scale product giveaway – collectively giving away 250 pairs of shoes • 6.2 million total impressions • 31K engagement events • 62K contest entries • 23K Google search results • 420 authentic images generated to be repurposed by major shoe retailer Leading US shoe retailer sought to engender high-quality discussion of topics related to the brand and holiday product offerings. Their goal was to drive brand awareness and sales during the holiday shopping season. CHALLENGE
- 12. ABSOLUTE LOJACK Content-Generation |Case Study ©2015 Ivy Worldwide, Inc. ACTION RESULTS • 4 programs over a 6 month period challenging 29 influential bloggers + YouTube personalities to go “Digitally Dark” for at least 24 hrs. – replicating the experience of having a device lots or stolen • Premium subscriptions and exclusive offers were given away in contests tailored to their audience and brand goals with over 2k+ entries • Influencers engaged readers with behind the scenes access to Absolute LoJack’s Investigations team & informative tips for warding off thieves • 1,010 primary content pieces • 21M+ total impressions • 16k+ engagement events • 13k+ YouTube views • 27k+ Google search results • 100% positive/neutral tonality Absolute Software sought to increase awareness and induce trial of Absolute LoJack by engaging Millennia's during peak shopping seasons (B2S & holiday) through the creation of third- party content that informed and educated consumers on the topic of device theft. CHALLENGE
- 13. INDUSTRY TRENDS earned media+ owned media
- 14. Shift in BuyerBehavior 2010 McKinsey study revealed change in how people buy Source: McKInsey & Company ©2015 Ivy Worldwide, Inc.
- 15. Results of BehaviorShift Empowered buyers rely less on brands for product information Source: McKInsey & Company Trend Buyers trust third parties (friends, peers, industry experts) more than brands. Trend Buyers are conducting their own product research and are getting 70% of the way through their decision journey before contacting a sales channel. Impact Paid and owned media have less influence the further buyers progress in their decision journey. Impact Brand sales channels have less interaction with buyers to make the sale. ©2015 Ivy Worldwide, Inc.
- 16. B2B Buyer Research WhereB2B buyers turn for researching a future purchase Internet search and third party opinions via social media or personal outreach dominate.
- 17. When Marketing Counts MostInfluential Touch Points by Consumer Stage of CDJ Source: McKInsey & Company Paid and owned media are effective for creating awareness. Earned media is effective for creating preference. Preference leads to sales leads.
- 18. The Problem Brands arespending in the wrong places Source: McKInsey & Company Paid Media Word of Mouth Marketing Spend Consumer Trust ©2015 Ivy Worldwide, Inc.
- 19. The Solution Reallocate fundingacross media types for customer engagement Source: McKInsey & Company ©2015 Ivy Worldwide, Inc.
- 20. How We Help Shared+ earned media to support lead generation Source: McKInsey & Company Influencers and WOM ©2015 Ivy Worldwide, Inc.
- 21. How We Help Shared+ earned media to support lead generation Source: McKInsey & Company Content Marketing Integrating earned + owned content for more reach/influence Promotion / Activation Market directly via third- party networks Unique promos that target buyer audience Endorsement Engage third-parties for reviews & recommendations ©2015 Ivy Worldwide, Inc.
- 22. What We Do Drivemarketing results via relationships with the influencers that shape and move markets
- 23. • Strategy • Communications •Promotions • Sponsorships • Events • Insights • Turnkey Social Capabilities Getting value from everything influencers can provide ©2015 Ivy Worldwide, Inc. 23 Influencers + Their industry knowledge + Their social channels + Natural SEO + Your intended audience (their readers) = All roads on the decision journey leading to your brand
- 24. Strategy Integrating influencer marketinginto demand generation Discovery • Client interviews • Objective setting • Competitor analysis Planning • Identify buyer influencers • Develop influencer engagement plan • Influencer recruitment • Program development • Program execution • Metrics ©2015 Ivy Worldwide, Inc. 24
- 25. Communications Identify influencer editorialschedules • Posting/commentary calendar • Topic calendar • Special events Develop portfolio of editorial assets • Contributing writers • Technology/market insights • Research • Analysts Align assets to editorial calendars • Regular contributions (e.g. blog posts, forum comments) • One-time contributions (e.g. sponsorship, events) ©2015 Ivy Worldwide, Inc. 25 Amplifying your story and your customers success
- 26. Promotions Identify influencer offerpreferences • Brand promoted • Influencer promoted • Exclusivity provisions Develop portfolio of offers • Discounts • Bundles • “Switch from Competitor” Align offers to influencer audiences • Buyers new to space • Competitor customers ©2015 Ivy Worldwide, Inc. 26 Nimble ability to offer targeted promotions
- 27. Promotion Activation Extending go-to-marketactivities via third-party networks Discovery • Identify sales goals • Define traditional channel promotions • Analyze alternative competitor channel activities Planning • Target buyer audiences • Recruit influencers to design promotional offers • Collaborate with influencers to execute promotions • Oversee campaigns • Metrics (i.e., attribution tracking) ©2015 Ivy Worldwide, Inc. 27
- 28. Events Influencer-only events orinfluencers covering events for brand Tech Days • Influencer events at brand location • On site for 1.5 days • Gaining in-depth perspective of brand • Influencers are reporting live at event and for weeks after Event Coverage • Influencer covers event on brands behalf • Interviews key customers and industry pundits • Covers speaking engagements ©2015 Ivy Worldwide, Inc. 28
- 29. Insights Gaining insights throughinfluencers and their audiences Quarterly panels/Research/Focus Groups/Individuals Identify influencer research experience • Firmagraphics of audience • Influencer experience/comfort level with audience surveys • Audience willingness to participate in research Develop list of desired insights • Buyer persona (motivators, pain points, validators, etc.) • Buyer journey (steps, duration, touch points) • Competitor experience (features, pricing, on-boarding, service) Conduct periodic research to collect insight • Surveys (quantitative) • Interviews or group discussion (qualitative) ©2015 Ivy Worldwide, Inc. 29
- 30. Turnkey Social Ivy Worldwidemanages all of your social channels Develop quarterly strategy and goals • Which social channels to be on • What are we trying to achieve • What metrics matter Create content, promotions and events calendar • Ensure content is synched with BU’s for maximum effectiveness • Work with stakeholders to gather content • Ensure sales is aware of content calendar and timing • Ensure content is approved and locked for release Monitor, measure, respond • Monitor content and track comments • Measure social engagement • Respond where appropriate or escalate along pre-arranged pathways ©2015 Ivy Worldwide, Inc. 30
- 31. THANK YOU GRAZIE谢谢 GRACIAS תודה MERCI DANKE OBRIGADO СПАСИБО DANK TAKK ありがと
Editor's Notes
- #8 Objective (Per Lauren): - Drive favorable reviews, conversation, positive buzz - Help drive double digit growth - Coverage, quotes, etc. to be used in mar com materials Shipping: Products have been ordered. Expected to receive at Dell lab 2/6 + 2-3 days at lab – then overnight shipping to influencers
- #15 In 2010 McKinsey & Company conducted a landmark consumer behavior study that revealed the prior assumption of consumer buyer behavior following a funnel were wrong. Instead, the buyer behavior is a circular journey. In 2012, McKinsey validated the same effect on B2B buyer behavior.
- #16 There are a couple of key trends happening. The key result of this shift is that buyers are empowered via Internet search and friends/peers input to form their own purchase decisions. They conduct most of their research on their own and contact brand sales channels only AFTER they have formed a “short list” of preferred brands. Impacting that decision making is obviously key to getting to the sale.
- #17 This chart further illustrates the dominance of internet search and third party opinions as trusted information sources for B2B buyers. Influencer marketing focuses on generating credible content and recommendations to improve search rankings and create brand endorsement in social networks and groups.
- #18 (1) This chart further illustrates the declining role of company-driven (paid/owned) media as buyers progress through their decision journey. (2) Yes, paid + owned media is helpful during Initial Consideration, but it is earned + shared media that have a substantial impact on brand preference during the Active Evaluation stage as buyers add and subtract brands to arrive at a “short list.”
- #19 Despite buyers seeking more information/insight from earned and shared (word of mouth) media, brands continue to spend the majority of their budget on paid and owned media. The resulting misalignment negatively impacts demand generation efforts as brands are not engaging buyers.
- #20 The solution is for marketers to reallocate their media spend across all four types of media to ensure the brand is engaging buyers at each touch point along the CDJ. This is not to say that funding should be equal in each cell of the matrix, but that “some” funding and intentional campaign planning should be happening as part of an integrated demand generation strategy. The other thing is that earned media content is rarely used in shared media or owned media.
- #21 We work along side brand marketers to plan, execute and measure shared and earned media strategies. The earned + shared media campaigns compliment/integrate with your existing owned and paid media executed by your ad agency and internal marketing staff.
- #22 We work along side brand marketers to plan, execute and measure shared and earned media strategies. The earned + shared media campaigns compliment/integrate with your existing owned and paid media executed by your ad agency and internal marketing staff.