This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York). Session description: Gain the expertise you need to implement successful, ROI-focused influencer marketing campaigns, while analyzing them in real-time using the latest technology.

1. ACCELERATING REVENUE
THROUGH INFLUENCER MARKETING
With Tadd Spering, Founder and CEO
facebook.com/Stylinity @Stylinity @Stylinity +Stylinity tadd@Stylinity.com

2. About Tadd Spering
Tadd is the Founder and CEO of Stylinity, an influencer
marketing tech company that helps connect brands and affiliates
with influencers to unlock the power of digital influence.
Tadd has been featured in Forbes, AdWeek, and as a panelist at
PricewaterhouseCoopers, in addition to providing commentary
as a subject matter expert for their Total Retail: Retailer and the
Age of Disruption report.

3. A b o u t St ylin it y G o 2 Bu y
An influencer management platform that allows
brands and retailers to run successful, ROI-driven
campaigns with top bloggers and social media
influencers in fashion, beauty and lifestyle space.

4. 1. Why influencer marketing?
2. Influencer market statistics
3. Lessons learned in 2016/2017
4. Best practices
5. What’s next in 2018/2019?
6. How Steve Madden drove a 13% CTR and 200,000+ engagements
7. How Stylinity helped one brand drive over $355,000+ in sales
8. Technology Enabled Automation
9. Q&A
Agenda

5. Influencer marketing is one of the hottest,
and most effective, ways to get your brand in
front of a massive targeted audience.

6. Consumers are immune to typical ads - 47% of them use ad block technologies.
Why Influencer Marketing?
Traditional ads are becoming ineffective

7. Why Influencer Marketing?
59% of marketers increased their influencer marketing budget this year.
Brands are spending more on influencer marketing
20%
10%
11%
59%
Unsure
Decrease
Budget
Maintain
Budget
Increase
Budget
Influencer marketing budget over next 12 months
(Source: Tomoson)

8. Why Influencer Marketing?
It’s native
Consumers trust recommendations from their peers and are more
likely to purchase a product they see on someone else.

9. ROI can be amazing
A recent study by Burst Media found that influencer campaigns earn
$6.85 in earned media value for every $1 spent.
Why Influencer Marketing?

10. Most effective platform for influencer marketing
(Source: Tomoson)
15%
2%
2%
2%
5%
6%
6%
25%
37%
Others
Vine
Google +
Pinterest
Twitter
Instagram
YouTube
Facebook
Blogs
Why Influencer Marketing?
Your consumers are already on social media and following influencers they know and trust.
Reach your target where they’re most active

11. • When social media is part of their buyer’s journey, customers tend to convert at a 129%
higher rate.
• They are also four times as likely to spend significantly more than those without a social
component.
• Customers acquired through word-of-mouth (such as influencer marketing) are retained
at a 37% higher rate than those acquired through other means.
(Source: Deloitte)
Influencer Marketing Statistics
Consumer
Number of conversions a
consumer has each week
Influencer
Number of conversions an
influencer has each week

12. Lessons learned in 2016/2017

13. Pain Points
Hard to find quality influencers
- Fake followers
- Too expensive
- Don’t deliver completed work
- Inconsistent content/voice

14. Pain Points
Negotiations take time and manpower
- The process must be closely managed
- Back-and-forth communication with
influencers can take months

15. Pain Points
Hard to track and analyze success
- How do you prove ROI?
- Relevant metrics to prove marketing dollars

16. 78% of marketers say that determining ROI
is the biggest challenge of influencer marketing.
Pain Points
(Source: eMarketer)

17. • Globally, marketers spent $570 million on influencer marketing last year… on
Instagram alone.
• In 2016, brand sponsored influencer posts cost $9.7 million. By 2019, it’s expected to
rise to $32.3 million. (Source: Media Kix)
• On average, brands spent $25,000 - $50,000 per influencer campaign in 2016.
• Some companies charge a minimum of $10k to run a campaign but results can be seen
with a smaller budget.
B r a n d s a r e s p e n d i n g a l o t o n i n f l u e n c e r s

18. Challenges
Manual process
- No single, central tool or platform to manage the process.
Disconnected teams
- Marketing owns influencer marketing but PR engages with
influencers the most.
- Social media teams and affiliate teams don’t talk, making it
hard to get the campaign going.
No integration
- Currently, only 5% of marketers rate the maturity of their
influencer marketing program as integrated.

19. Best Practices

20. • Ideal partnership between brand and influencer allows for transparency within the
campaign terms and analytics.
• Bloggers should disclose their exact number of followers and degree of influence.
• Brands should clearly identify their content needs, specifically if there are any legal
mentions such as #ad or #sponsored and pay influencers on time.
Transparency

21. • Brands and retailers should have a real-time view into how well the campaign is performing.
• KPIs should be agreed upon before the campaign and measured fairly throughout.
• Some influencers are better at driving sales and conversions while others are best for
engagement and user acquisition.
• KPIs should be unique to the campaigns.
Campaign Tracking and KPIs

22. Process Automation
Communication, blogger selection, product tracking and campaign analytics should live
in one place and be easily accessible to the brand/retailer and the bloggers involved.

23. W h a t ’ s n e x t i n 2 0 1 8 / 2 0 1 9 ?

24. By 2 0 1 9 , influe ncer s pe nd on Ins ta gr a m a lone could mor e
th a n d ou b le fr om its cu r r e n t s ize to $2.4 billion.
(Source: Media Kix)

25. T he ma jor ity (7 4 %) of br a nds a nd r e ta ile rs a r e a ls o focus e d
on improving leads and sales conversion.

26. Technology will str eamline the influencer marketing pr ocess
S ty linity ’s Go2 Buy pla tfor m is a n a ll -i n -on e s olu tion for b r a n d s a n d
re tailers to run succe ssful influe nce r campaigns and track the ir ROI.

27. Teams will unite
5 7 % of ma r k e te r s s a y influe nce r ma r k e ting will be inte gr a ted
into a ll ma r k e ting a ctivitie s in the ne xt 3 y e a r s .

28. • A recent Influence 2.0 study shows that influencers will play a role in the overall
customer journey through content, engagement and community.
• It is by engaging influencers in authentic, long-term relationships and creating value
within the relationships between influencers and their communities, that CMOs can
impact sales, satisfaction, retention and overall customer experience
Influencer marketing will be a large part
of the overall marketing strategy
(Source: Traackr)

29. PAST CAMPAIGNS

30. CASE STUDY:
STEVE MADDEN x STYLINITY
Perfect Picks For Summer Campaign

31. Objectives of Campaign
#1 #2 #3
To drive awareness of Steve Madden
through influencers with engaged
followers and whose followers are
interested in fashion trends and styling.
To drive effective reach
and engagement
exceeding costs of
campaign and products.
To produce great user generated
content, authenticated through
social sharing and word of
mouth advertising.
Primary Objective Secondary Objective Tertiary Objective

32. The Influencers
Nathalie Martin
Woah Style
Sabrina Tan
Gypsy Tan
Kimberly Kong
Sensible Stylista
104k 62 2.2k 413 61.2k 353 329 158 73k 9.4k 13.8k 22.5k

33. Through this collaboration, Steve Madden is able to:
Effective conversion
Actual User Engagement
A total of 157 clicks were generated
from Go2Buy links, Coupons and
“Buy Now” buttons, of which 88% of
those clicks are unique users.
Leverage on social share
+ 10927
Excellent social engagement
Social posts alone have
generated 10,927 views, likes
and comments with a 6%
engagement rate.
Power of influencer network
The cost of the campaign was
translated into a total of 11,406
engagements, at a cost of
$0.03 per engagement.
Cost maximization
$0.03

34. CASE STUDY:
Trendy Millennial Brand/
Fast Fashion Label

35. Objectives of Campaign
#1 #2
To drive measurable ROI
with sales exceeding cost
of campaign and product.
To create great user
generated content
for the brand.
Primary Objective Secondary Objective

36. Campaign Overview
• Budget of < $10k
• 10 style influencers created outfit posts featuring the products provided by
brand.
• Influencers shared all posts to their blogs, Instagram, Pinterest, Facebook and
Twitter, with full tracking functionality through Stylinity’s Go2Buy platform.
• The duration of the campaign was 3 months.

37. Campaign Results
The campaign generated
$355,241.76 in sales
from start to date.
Sales
Each influencer created 4-6
unique posts with feature
products that is reusable by
brand for retargeting campaigns,
ads or social content.
Content
The brand is now working
with Stylinity on repeated
campaigns at 2X budget.
Repeat Customers

38. THANK YOU
facebook.com/Stylinity @Stylinity @Stylinity
tadd@Stylinity.com+Stylinity
QUESTIONS?