Get the best tips by the expert and learn the new ways of marketing.

1. How to Make Influencer
Marketing Your Top
Performing Channel
in 2016
RACHAEL CIHLAR & LAURA SMOUS

2. #KissWebinar @Kissmetrics
#KissWebinar
@thuelmadsen

3. Rachael strategizes, designs, implements, and
optimizes influencer marketing campaigns and
programs for top brands and leading digital and PR
agencies, in addition to relentlessly monitoring trends
and data in consumer buying behavior.
RACHAEL CIHLAR
Senior Influencer Marketing Strategist,
TapInfluence
@raisinann
Laura is the Director of Product Marketing, melding
agency and SaaS experience with an obsessive quest
for knowledge about the market, our customers, and
our product to build actionable strategies that help
grow revenue with influencer marketing automation.
LAURA SMOUS
Director of Product Marketing,
TapInfluence
@laurasmous

4. 1 Why IM Became a Powerhouse Channel
2
3 How You’re Losing Money If You’re Not Always-On
WHAT YOU’LL LEARN TODAY
2 Creating a Revenue Driving IM Practice
64 Identifying Metrics That Matter (And Those That Don’t)
5 Continuously Improving Your IM Effort with Analytics
Driving Programs & Performance with Goal Setting
Optimizing Influencer Selection for Maximum ROI
Reaching the Right Consumers with Audience Targeting

5. @tapinfluence
#KissWebinar
@raisinann
@Laurasmous

6. Why IM Became a
Powerhouse Channel
INFLUENCER MARKETING’S TUMULTUOUS RISE TO FAME

7. Marketers don’t control
the consumer journey
anymore.
(LET’S ALL STOP TRYING)

8. Both the U.S. Congress and the federal government
rank above advertising and marketing when it comes
to who consumers believe practices integrity.
CONSUMERS DON’T TRUST BRAND ADVERTISING

9. IT’S REACHED A TIPPING POINT
–PwC“ 62% of people trust brands less.
”32% of online consumers trust a
stranger more than a brand.
–Forrester
–Meaningful Brands Study
“ 73% of people wouldn’t care if
brands disappeared tomorrow.

10. ESPECIALLY WITH AD BLOCKING
As consumer distrust of brands grows, so does their use of ad
blocking technology—so much so that consumers are more likely
to survive a plane crash than click on a banner ad.
Brands are losing billions.

11. …AND BOTS
$29.6 billion was lost by advertisers to bot fraud in 2015 alone.
Even Google admits, more than half the ads served on the Internet
are never seen.
Image via Incapsula

12. THE RESULT
No one’s listening to you.
90% 40%
Percent of ad revenue
loss by websites that
target millennials due
to ad block.
– President of IAB
Percentage of
Americans Who
Ignore Digital Ads
- Harris Interactive, 2015
The Click-Through
Rate of Display Ads
- DoubleClick, 2015
0.04%

13. How do you reach today’s social consumer, who
trusts strangers more than YOU?
THEY ARE LISTENING TO EACH OTHER
74% 84%
Take action based on
the opinion of others.
– Nielsen
Rely on social
media to inform
purchase decisions
- ODM Group
Trust peer
recommendations.
Only 33% trust ads.
- Nielsen
90%

14. Forcing the same product messaging into new channels
wasn’t working (we tried that with social).
Trying to meet consumers at every conceivable point on
their journey with stuff we wanted to say was exhausting
and costly (we tried that with content).
What emerged was a new way to reach consumers, with
messages about your product they actually want to hear,
coming from voices they already trust.
That’s influencer marketing.
ENTER INFLUENCER MARKETING

15. 75% of marketers are
using influencer
marketing.
– AUGURE, THE STATE OF INFLUENCER ENGAGEMENT IN 2015

16. THE RISE OF INFLUENCER MARKETING
59%
11%
10%
20%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Increase budget Maintain budget Decrease budget Unsure
Shareofrespondents
Are you expecting your influencer marketing budget to
increase or decrease over the next 12 months?
Change in influencer marketing budgets in the U.S. 2015
Note: United States; March 10 to 16, 2015; 125 Respondents; among marketing professionals
Source: Various sources (Tomoson); ID 432177
Further information regarding this statistic can be found on page 39.

17. Average $9.60 earned media value for every $1.00 paid
51% report better customers—who spend and refer more—from influencer campaigns
81% of marketers who ran at least one IM program found influencer engagement to be effective.
THE ROI IS CLEAR

18. THE CATCH
To unlock the high potential ROI of influencer marketing
—repeatably, predictably, scalably and cost effectively—
you need influencer marketing automation.

19. AUTOMATED THE MANUAL WAY
IDENTIFICATION
(200 INFLUENCERS FOR
TARGET OF 20
INFLUENCERS)
5 HOURS X $38.50 = $192.50 40 HOURS X $38.50 = $1540
OUTREACH
(200 INFLUENCERS)
N/A, INFLUENCERS ARE OPT-
IN
200 INFLUENCERS, 10-15 MIN (ea) VIA
EMAIL
40 HOURS X $38.50 = $1540
NEGOTIATIONS 0.5 HOURS X $38.50 = $19.25
20 INFLUENCERS X 1 HOUR X $38.50 =
$770
CONTENT CREATION
MANAGEMENT
8 HOURS X $38.50 = $308 80 HOURS X $38.50 = $3080
DAILY MEASUREMENT &
REPORTING
0.25 HOURS X 5 DAYS X 4
WEEKS = $192.50
2 HOURS X 5 DAYS X 4 WEEKS = 40
HOURS
X $38.50 = $1540
COST OF YOUR TIME
$885.50
FOR A SAVINGS OF
$7584.50
AND ALMOST 200 HOURS!
$8,470.00
TIME TO VALUE: MANUAL VS. AUTOMATION

20. Creating a Revenue
Driving IM Practice
EVERYTHING YOU NEED TO KNOW IN 15-MINUTES

21. WISE WORDS
“ Content that tries to sell,
doesn’t. Content that tries
to help, does.
LINDA BOFF
CMO, GE

22. Who Can Build a
Practice?
HINT: YOU CAN

23. Agencies Brands

24. • Budget
• Goals
• Competitive Offerings
• Resources
WHAT YOU NEED TO BUILD A PRACTICE

25. What is our total influencer marketing budget?
What’s the cost-benefit of building an IM practice in
house versus outsourcing to an agency?
How much will we need to spend on influencers to
reach our goals?
What is our plan for distribution to maximize the value
of influencer generated content?
BUILD A REALISTIC BUDGET

26. Set goals upfront and expectations for meeting them:
• Agencies – influencer marketing as a revenue
stream, core competency to win new business
• Brands – influencer marketing for brand awareness,
market share, product launches, events, etc…
SET GOALS AS AN ORGANIZATION

27. Agencies:
• Pricing versus competitors
• Campaign value versus competitors
Brands:
• Marketing plan versus competitors
• Content advantages versus competitors
START WITH A COMPETITIVE OFFERING

28. 1. Build a team
2. Scale to fit your
business
3. Save on
resources
GET RESOURCES READY

29. In six months: from 1 program a month to almost 30 programs per month.
0
5
10
15
20
25
30
35
March April May June July August September
Programs
PLAN FOR GROWTH
Agency A – Program Growth

30. In six months: from using 1 influencer per month to over 600 per month!
0
100
200
300
400
500
600
700
March April May June July August September
Influencers
PLAN FOR GROWTH
Agency A – Influencer Utilization

31. In six months: from $50 in influencer spend to over $160,000!
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
$200,000
Influencer Spend
PLAN FOR GROWTH
Agency A – Influencer Spend

32. In six months: from 1 person team to 8!
0
1
2
3
4
5
6
7
8
9
March April May June July August September
Influencer Team
PLAN FOR GROWTH
Agency A – Influencer Team

33. Influencer Selection for
Maximum ROI
HOW TO OPTIMIZE

34. Know how to search the basics:
• Categories
• Channels and Reach
• Cost Per Engagement (CPE)
• Experience and Voice
GUIDING YOUR INFLUENCER SEARCH

35. Then learn how to search smart:
• What are my goals and will this
influencer help me achieve them?
• Would this influencer normally speak
about this topic or product ?
• Which search criteria are most
important for my goals?
GUIDING YOUR INFLUENCER SEARCH

36. TRICK QUESTION
“
Which is more important: getting your message in
front of a massive number of consumers—very few
of whom will ever care about or be able to afford
your product—or surgically targeting those that
closely resemble your ideal customer?
YOURS TRULY
TapInfluence

37. More isn’t necessarily better.
We are much more likely to influence buying behavior by talking
to people wo actually have the ability and inclination to buy.
Activating that inclination to buy is much more likely to occur in
close personal discussions than in massive groups, where the
audience is only very loosely connected to the speaker.
For that reason, when identifying influencers, look to individuals
who have meaningful influence over your buyers rather than
celebrities with massive followings.
“54 percent of consumers agree that the smaller the community,
the greater the influence.”
KNOW YOUR AUDIENCE, AND TARGET THEM

38. Pre-campaign:
• Influencer focus groups
• Previous influencer performance
Post-Campaign:
• Evaluate results & top performers
• Test new influencers
THERE’S NO END TO WHAT YOU CAN OPTIMIZE

39. Trends in Influencer
Selection
WHAT YOU NEED TO KNOW

40. Gamers
International Influencers
Male Influencers
Video influencers
4%
TRENDS: INFLUENCERS
What Marketers Want
8%
33%
39%

41. SNAPCHAT
• 48%* of influencer
polled have Snapchat
• 81%* of those
influencers want
sponsored opportunities
PERISCOPE
• 52% of influencer polled
have Periscope
• 90% of those influencers
want sponsored
opportunities
TRENDS: EMERGING CHANNELS

42. How You’re Losing
Money If You’re Not
Always-On
WHY YOUR IM STRATEGY WILL MAKE OR BREAK YOUR SUCCESS

43. Today’s customers
distrust and resent one off
campaigns that interrupt
or intercept them.
– FORRESTER

44. Consumers are asking their own questions, in their
own buying cycles.
Millions of people are forming their own opinions,
whether or not you’re part of the conversation, that
you won’t be able to overcome later.
That’s why your marketing must feel like a natural
continuation of a conversation with your customer.
TRUST ISN’T SOMETHING YOU TURN ON AND OFF

45. Continuous engagement
ensures that the initial
purchase is only
beginning of a
customer’s value.
– MARKETO, THE FIVE PRINCIPLES OF ENGAGEMENT MARKETING

46. Repeat customers spend as much as
67% more than new customers, and
49% of companies say they achieve a
higher return-on-investment by focusing
on engagement rather than acquisition.
IT WILL MAKE YOU MORE MONEY
– BAIN & COMPANY

47. Loyal customers are positioned to become
advocates for your brand, helping you to
create new business.
Engaging with customers throughout their
lifecycle isn’t just about individual value—it’s
also about the value of their networks.
IT WILL SCORE YOU MORE CUSTOMERS
– BAIN & COMPANY

48. Unless you do it wrong.
(WHICH MANY OF US ARE)

49. 1 Consistency
2
Brand Lift and Amplification of All Other Marketing
4
3
Saving Time and Money
Sustained Growth and Earned Media Value
5 Predictable Results and Scale
WHY ALWAYS-ON

50. TWEET OF THE DAY
The best influencer marketing
campaigns don’t end with
content creation.
@NEILPATEL
@Kissmetrics @TapInfluence #KissWebinar #TapMetrics

51. Repurpose on your brand’s site:
• Blog content
• Content hub
• Branded community
• Newsletters
• Marketing materials
HOW TO MAKE EVERY PROGRAM ALWAYS-ON

52. Repurpose on your brand’s channels:
• Social editorial calendar
• Social ads
• Social artwork
• Social testimonials
HOW TO MAKE EVERY PROGRAM ALWAYS-ON

53. Influencer distribution allows you to:
• Increase the efficacy and lifespan of content
• Generate revenue
• Drive exponential additional value from existing programs and
content, at only incremental additional cost
• Gain predictability and ability to drive scale with spend
• Get speed to performance
• Bridge gaps between programs and remain “always-on”
DON’T FORGET DISTRIBUTION

54. Identifying Metrics
that Matter
(AND THOSE THAT DON’T)

55. TWEET OF THE DAY
When you know better, you measure
better. When you measure better, you
know better.
@NEILPATEL
@Kissmetrics @TapInfluence #KissWebinar #TapMetrics

56. Thou shall always:
1. Know goals ahead of time
2. Know how to measure success
3. Know how to communicate success
INFLUENCER MARKETING METRICS

57. INFLUENCER MARKETING METRICS

58. AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY
Reach Clicks Sharing Clicks to e-commerce Sharing
Views Votes Likes / Follow Conversions to sale Referrals
Content Views Data Capture
Coupons/
Exclusive Offers
User-generated
content
Brand Study Social Listening Tracking tags
Comments Brand Study
METRICS ALONG THE BUYER’S JOURNEY

59. Going Up:
• Sales (duh!)
• Shares
• Comments – positive sentiment
• Coupon downloads
Going Down:
• Reach
• Views
TRENDS: METRICS

60. Continuously Improving
Your IM Effort
USING ANALYTICS TO SCALE PERFORMANCE AND ROI

61. DID YOU KNOW
“ WOM is 50% more likely to
trigger a conversion than ads.
MAVRCK

62. Step 1: Find a solution for analytics.
Your solution should:
• Report on all relevant metrics
• Report in real-time
• Measure different campaign types
(video, blog, etc)
• Optimize for you
INFLUENCER MARKETING ANALYTICS

63. Step 2: Optimization – Influencer Performance
Real Example:
• Influencer A charges $12,000, delivers 58.3K
engagements = $0.21 CPE
• Influencer B charges $3000, delivers 13.4K
engagements = $0.22 CPE
INFLUENCER MARKETING ANALYTICS

64. Step 3: Optimization – Brand Elements
Evaluate:
• URL performance
• Brand Messaging
• CTA
INFLUENCER MARKETING ANALYTICS

65. You Need: SCALE
Access to the right, vetted influencers, through an automated tool,
allowing streamlined workflow and time efficiencies.
You Need: QUALITY
Ability to control the content, timelines and FTC disclosures, without
having to manually check and schedule each post and share.
You Need: PERFORMANCE
Measurement of performance, down to an ROI on an influencer-by-
influencer, action-by-action, channel-by-channel basis with the
ability to optimize
TO DO INFLUENCER MARKETING WELL

66. Our Customers
HOW WE HELP BRANDS AND AGENCIES DRIVE REVENUE

67. HOW WE HELP OUR CUSTOMERS

68. OUR PLATFORM

69. LAURA SMOUS
Director of Product Marketing, TapInfluence
@laurasmous
laura.smous@tapinfluence.com
RACHEL CIHLAR
Sr. Influencer Marketing Strategist, TapInfluence
@raisinann
rachael.cihlar@tapinfluence.com
Questions?