YouTube is the new Hollywood, and online influencers are fast becoming today’s A-list celebrities. With their built-in fan bases and wide social reach, these influencers can be great assets for your brand. But how do you find the right influencer to create valuable content for your brand? This presentation walks through how to find and work with online influencers to engage viewers with mobile video, the best practices for displaying video on mobile devices, across social channels and on your site, and the legalities around this type of content.

1. How to Create Real-World Results
with Online Influencers
Fashion Digital | Mobile New York 2015
Mariana Rodriguez
Senior Account Director
mrodriguez@beebyclarkmeyler.com
@marodcar

2. WHY MOBILE?

3. 3
Source:
eMarketer,
April
2014
Mobile Share of Media
Consumption Continues to Grow

4. 4
Source:
comScore,
US
Mobile
App
Report,
August
2014
Mobile Has Surpassed Desktop In The US

5. Open Market
Main Street
Supercenters
My Store
5
All business is small business again…
Personal, Relevant, Participatory
Technology is Transforming All Retail

6. It’s More Than eCommerce
6
$3T
Retail
$1.4T
Web-
Influenced
Retail
$220B
eCom
There are now Challengers to the
“Store as The Expert”
Source:
“US
Cross-­‐Channel
Retail
Sales
Forecast:
2014
To
2018”,
Forrester
Research,
2014

7. WHY VIDEO?

8. Video = Sales
Video is predominantly watched on mobile: !
• Video accounts for over half of all internet traffic on mobile devices.
• Within four years, mobile devices will access over 70% of the video on the Internet.
(Cisco)
Mobile shoppers are 3x more likely to click and view video than desktop or laptop
users. (Invodo)
Video viewers are 144% more likely to place an item in their shopping cart.
52% say that watching the video makes them more confident about their purchasing
decisions. (Internet Retailer)
Brands using online video have seen lifts of 20-40% in incremental buying over other
ad forms. (comScore)
Source:
hHp://www.forbes.com/sites/darcytravlos/2012/08/18/video-­‐tablets-­‐the-­‐mobile-­‐catalyst-­‐for-­‐e-­‐commerce-­‐watch-­‐out-­‐amazon/
8

9. WHY INFLUENCERS?
“80% of the Internet’s impressions are
driven by just 6% of its users.”
-Penny Baldwin, CMO at McAfee

10. Word of Mouth (WOM) has shifted from immediate network (friends, family, colleagues) to an extended
network that is exclusively digital (WON, or Word of Network). What is being said about you digitally
(WON) is what matters to overall WOM.
WON Continues to Outweigh WOM
Source:
“Talking
to
Strangers”,
Kelton
Research,
January
2012
Millennials don’t purchase without consumer input:!
• 86% feel that user generated content (UGC) is generally a good indicator of the quality of a brand,
service, or products
Millennials (13-34)!Baby Boomers!
Information or
recommendations from
friends, family or
colleagues
User Generated Content
10

11. UGC Video Outperforms Branded Content
Sources:
L2
Digital
Beauty
Index,
Q4
2012,
hHp://tubediem.com/how-­‐fans-­‐amplify-­‐brands-­‐youtube/,
hHp://www.adweek.com/videowatch/fans-­‐crush-­‐brands-­‐when-­‐it-­‐comes-­‐youtube-­‐150262
Cover Girl!
Of CoverGirl’s 251 million total views on
YouTube, 249 million (or 99%) are from fan-
created videos
Revlon!
99% of Revlon’s views come from fan
content
Urban Decay!
There are 5,700 product reviews on YouTube
vs. only 1,700 on Amazon
YouTube has become the de facto search engine-as an example, uploaded beauty videos
outnumber their officially-uploaded videos by a magnitude of 10 to 1.
11

12. Case Study
12
Skintimate worked with four YouTube influencers to promote the product
and digital promotional platforms during the summer of 2014.

14. 14
Source:
Insight
Express
2014
• Over 5 million minutes watched, 2.1 million total views and 100k
engagements across the influencers’ social channels
• Showed a 7 point increase in Purchase Intent
• Delivered a 13 point increase in Recommendation Intent
Case Study Results

15. SELECTING THE
RIGHT INFLUENCERS
Influencer
Reach
Content
Experience
Cost

16. Influencer Selection Process
16
1
2
Establish target audience and interests (e.g. female millennials, DIY activities, active/healthy lifestyle, etc.).
Review video consumption patterns (e.g. mobile/tablet 65%, desktop 35%).
Identify relevant platforms (e.g. YouTube, Instagram, Polyvore, Pinterest).
Evaluate content producers quantitatively: Online influence scores (e.g. PIX, OpenSlate, YouTube rankings) and
Social media footprint (reach and active platforms).
Evaluate content producers qualitatively: sentiment, previous content, comments and WOM, prior advocacy for/
partnership with brand or competition.
Assessing for fit with brand.
Outreach to agent, publisher, multichannel network, or advocacy platform: Assess willingness to work with
brand, cost and availability.
3
5
4
7
6

17. Influencer Selection Criteria |
Quantitative Measures
ü High influence scores
ü Large and Engaged social media footprint across relevant/desired
social platforms
1. Determine what “large” and “engaged” means for your brand
and audience reach
2. Determine what the platforms are
• Where the brand has a presence
• Where the brand does not have a presence but the target
audience participates heavily
– Example, Target: US F13-17
» Primary: YouTube, Instagram, Tumblr
» Secondary: Facebook, Twitter, Snapchat
» Third: We Heart It, Pinterest, Vine, Keek, Vimeo
17

18. Influencer Selection Criteria |
Qualitative Measures
Determine what is Required and what is “Nice to Have”:
ü Engaged audience with positive sentiment and trust in the influencer
ü Willing to speak of and integrate the brand in a natural, organic and authentic manner
ü Brand Fit and alignment with brand essence
ü Prior advocacy for the brand
ü Prior content around a specific theme or topic
ü Previous experience working with and developing original content in partnership with brands
ü Have not previously worked with a competitor brand
• or if they have it is necessary to understand partnership further before determining whether to move forward
ü Potential for success in distributing the content across social, mobile and other desired verticals
ü Rights around exclusivity and usage
ü Promotion/distribution within influencer owned channels
18

19. VIDEO BEST PRACTICES
AND LEGALITIES

20. [
]
20
The Vast Share Of Digital Video
Viewing Happens in Two Places
Source:
comScore,
Worldwide
Unique
Desktop
Video
Viewers,
September
2014
Mobile
video
viewers
very
similar
to
desktop
stats
provided.
Other

21. Video Best Practices
• Getting around the skippable pre-roll: Mention the brand within the first 30 seconds
• Show the brand/product within the first 25% of the video for greater brand recall*
• Video Title – 1st 50 characters are most important and what show up in search
• Long vs Short form
• Natural to the influencer and their audience
• Fit for the storyline/video context
• Distribution considerations
• Rights to “cut up” video for short-form distribution
• Embed vs Direct upload (on social, your website…)
*Source:
BCM
research
-­‐
Insight
Express,
2014
21

22. Video Best Practices
• Direct “Native” Upload !
• Outperforms paid performance when compared to embedded YouTube link
• Auto-plays when a user scrolls past within the newsfeed
!
• Add attention-grabbing elements!
• Video designed to hook a viewer in the first few seconds that they auto-play in a feed
• Key points conveyed through words on the screen (so they can be easily understood
without sound).
• Test Length!
• Test short (<1 min) versus long (1 min+) form video – every audience is different.
*Sources:
BCM
research,
2014-­‐2015,
hHp://www.nyames.com/2014/09/08/technology/facebooks-­‐feeds-­‐give-­‐videos-­‐a-­‐boost.html
22
1
2
3

23. Legalities Around Sponsored Videos
23
FTC’s CLEAR AND CONSPICUOUS REQUIREMENT:
PROXIMITY!
Disclosure must be physically closely related to the statement or endorsement.
Example: within YouTube description box (initial disclaimer visible without a user needing to click
“more” to show more content) or Facebook post description.
!
PROMINENCE!
Disclosures must be prominent, viewable on any device, and not buried.
!
CLARITY
All disclosures must be made in clear, understandable language. For example, utilizing “spons”
may not be clear to a user that it signifies “sponsored” or sponsored content.
Source:
FTC
and
hHp://www.socialmediaexplorer.com/social-­‐media-­‐markeang/

24. Legalities
Source:
YouTube,
Paid
Placement
Policy
and
Process,
2015
Please
review
legali6es
for
any
videos
with
YouTube
prior
to
pos6ng
Paid Placement/Integration
Sponsorship Bumpers
Show Title Cards with Sponsor Attribution
[ in specific instances ]
Sponsor Inclusion in Channel Header
[ unless specifically approved ]
Burned In Ads
✗
✓
✓
✓
✗
24

25. Legalities
Partner integrates a brand or product into
the editorial content (mention, usage, etc).
Partner creates a piece of content specifically
for a sponsor about their brand.
1
2
:05 sponsor messaging as pre, mid, or post roll.
• Standard ad buying policies apply
• Now that this format is available burned in features
that mimic this format are not allowed
Paid Placement / Integration! Sponsorship Bumpers!
✓
✓
✓
25
Please
review
legali6es
for
any
videos
with
YouTube
prior
to
publishing

26. Legalities
Sponsor Inclusion – Channel Art! Sponsor Attribution – Show Title Cards !✓
✓
✓
26
Sponsor included in channel graphics as part of title
sponsorship only (e.g. Fashion Week, Grammys,
Coachella, World Cup, Olympics, etc)
Static or Animated 0:05s graphics card at the
beginning or end of a video.
• Paid placement video with 100% SOV media Roadblock
• Title sponsorship (e.g.: Mercedes Benz Fashion Week)
• Repurposed broadcast content
• Disclosure of paid placement required by local law (text-
only title card permitted)
Please
review
legali6es
for
any
videos
with
YouTube
prior
to
publishing

27. Legalities
✗
Burn In Ads! ✗
“Burning” ad signage of any kind into
partner produced content.
• Animated logo
• Branding
• Video ad
• Pre, mid or post roll
27
Please
review
legali6es
for
any
videos
with
YouTube
prior
to
publishing

28. THANK YOU.
Mariana Rodriguez
Senior Account Director
Beeby Clark+Meyler
mrodriguez@beebyclarkmeyler.com
@marodcar