SlideShare a Scribd company logo
Allyson Griffiths
iCrossing
Why	micro-influencers	aren’t	the	solution	to	a	
case	of	marketing	FOMO
About me
2010 2012 2014 2016 2018
MS
Outlook
MS
Excel
MS
Powerpoint
When you pick the wrong influencer for your
campaign
Q: How many USD were spend
on influencer marketing on
Instagram in 2016?
Influencer marketing is a big deal
a) $47 million b) $570 million c) $821 million
b: approx. $570 million
Influencer marketing is a big deal
Captiv8 Study, cited in NYT, 2016
92% of consumers trust earned
media above all forms of
advertising.
Nielsen, Global Trust in Advertising, 2012
75% of UK marketers will up
their spend on influencer
marketing in 2018.
Rakuten & Morar Consulting, July 2017
The status quo
Consumers get it, now
And it’s very expensive
Celeb	Influencer
(+1mill following)
Micro	Influencer
(<10k following)
Facebook £75k £1.5k
Youtube £67k £1.6k
Twitter £65k £1.3k
Instagram £60k £1.2k
Snapchat £53k £1k
57% of US brands say they did
not have a way to calculate
influencer marketing ROI.
GroupHigh Study, 2016
A sellers market
Media
Challenges
Competitive
Market
Poor
Measurement
Marketing FOMO
So.. how can we do it better?
Mission Matching Measurement Maximise
Mission
Start with a single minded objective
Brand Consideration
Data capture
Direct revenue
Social follower acquisition
Define your strategy
Current
Audience
Increase
Consideration
New Audience Direct Sales
AW17
Fashion
Line
Mobile
banking for
small biz
Match
85% of brands find & manage
influencers in house.
Econsultancy & Fashion and Beauty Monitor, 2015
84% of them find their
influencers manually through
searching social networks.
Econsultancy & Fashion and Beauty Monitor, 2015
Know your target audience
• Female
• 18-24
• AB1
• London & South East
• Uses a mobile phone
• Reads the internet
• Interested in fashion & beauty
• Follows Zoella
Match your target audience
Influencer
Match Index
Algorithmically to your influencer’s
Influencer
Match Index
Early
Adopters
Engages
with
competitor
brands
Engages with
complementary
brands Demographics
match
High action
Branded content
receptivity
Creative match
Match to current
audience
Measure
78% of US marketers see
determining the ROI of
influencer marketing as their
biggest challenge in 2017
Linqia, ‘State of influencer marketing 2017’
The measurement status quo
0
10
20
30
40
50
60
70
80
90
Engagement Traffic Reach Product Sales Audience
Sentiment
Other
Metrics US companies use to measure success of
influencer marketing
Linqia, ‘State of Influencer marketing 2017’
But what about our objectives?!
Brand Consideration
Data capture
Direct revenue
Social follower acquisition
Engagement
Apply what we know from media
Brand
sentiment
uplift
Brand
awareness
uplift
Sales uplift
Tracking
Links
Or, head towards the holy grail
Unique
identifiers
Maximise
Drive your direct response channels
Backlinks User Signals Audience lists
Drive to your platforms
Better conversion rates
Bespoke content
Data Capture
Integrate via data
Email Paid Social Display
Because done a little bit better..
Mission Matching Measurement Maximise
Means all influencer marketing can drive ROI
Phew, we made it
1. Set a mission
2. Match to your target
audience
3. Make use of tools
4. Think beyond reach
5. Ask for data
6. Negotiate tracking
7. Move towards media
measurement
8. Push to your owned
channels
9. Incentivize interaction
10. Think about discount
codes
Key Takeaways
Thanks!
@allysongriffz

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