Influencer Marketing for Upper Funnel, Awareness Objectives

Part 1: Influencer Marketing for Upper
Funnel, Awareness Objectives
*Content examples shown from actual Carusele client campaigns
Webinar Series
Leveraging Influencers at All
Stages of the Marketing Funnel
@carusele

Ask Yourself…
© 2019 Carusele Webinar @carusele
What’s The
Primary Objective
of Your Current
Influencer
Marketing
Efforts?
Awareness
Engagement
Sales (Online or In Store)
Social Follower Growth
N/A – I haven’t yet executed a campaign

Influencer Marketing is Nearly 15

of our TOTAL media consumption
(radio, TV, print, social media) now goes to online influencer content
19%
Marketers Love Influencers!
© 2019 Carusele WebinarSources: EMV, ROI, Media Consumption
of marketers found their influencer
campaigns to be “effective”92%
spent by brands on influencer
marketing in 2019 alone$2B
@carusele

But Still Struggle…
US Marketers reporting “ROI of
influencer programs” as a top challenge
-- eMarketer, 2019
75%

Step 1: Get Focused
PPeople
OObjectives
SStrategies
TTechnology
Tactics
Tools
When it come to your influencer marketing strategy, we recommend you follow Forresters POST methodology to start your
plan. Design you strategy around the people you want to reach and the objectives you want to accomplish before moving on
to tactics.

Ask Yourself…
Are Impressions a
Key Metric of
Success For Your
Influencer
Awareness
Programs?
Yes
No
N/A – I haven’t yet executed a campaign

Impressions ≠ Success
© 2019 Carusele Webinar
True Views Only = Accurate Measure of Scale
The most conservative way to count impressions. However depending on how you do this, it can undercount everything. You can use a company
like Moat or even Facebook's own certification or other platforms to show you a 100% of these people saw this content. The challenge here is you're
using influencers in part because you want to reach their audience. If you're giving them basically no points for reaching their audience, it's a reasonable
question why you're using influencer at all.
Our method of counting impressions is what I like to think of as a balanced portfolio. At Carusele, we have the influencer share organically
and then we boost the highest performing content to reach your exact target audience. What we're doing is we're counting the max potential
reach for the organic impressions and then we're counting the true views for the boosted impressions.
Max Potential + Viral = Super Duper Fake
I have a magazine with one million subscribers and we have research that says
the average subscriber gives this magazine to two other people, therefore, your
ad will be seen by three million people. Again, fiction.
Max Potential = Super Fake
I have 10,000 Instagram followers, 20,000 Twitter followers, therefore I have 30,000
total followers. If I share something on those two channels, 30,000 people are going to
see it. Clearly a fiction; clearly not true.
On average, just 9% of
an influencer’s followers will
see their content. On Blogs
and Pinterest, it’s more like
<1%.
@carusele

Measurements of Success for an
Awareness Campaign

Measures of Success: Awareness
Ad Recall Rate
% of audience likely to remember
content 48-hours later
• Easy to get via on
Facebook/Instagram Ads
• Ad Recall is the metric that best
correlates with ad effectiveness in
terms of brand awareness and
consideration (Nielsen)
• Requires campaign to include
media run directly from the
influencers business accounts
• Nielsen provides 6% as an
average Ad Recall Rate
Benchmark
Little Me and Free
for Hallmark
3x
Ad Recall Rate
Benchmark
@carusele

Brand Lift Study
Custom survey to exposed &
control groups
• Understand impact on
awareness, perception, and
consideration
• Most cost efficient to run a
simulated study
• Must be able to get audience
insights in order to ensure
validity of exposed and control
groups
Influencer Brand
Lift Study for Kraft
+40
Point Lift in Brand
Favorability Among
Non-Kraft Users
@carusele

Audience Attention
Estimation of time spent with
influencer content
• Offers a more comprehensive
view of campaign impact by
including organic views and
engagements
• Best way to compare investment
to other forms of media where
time can be calculated (i.e. TV)
Aidah’s Creative Life
for Walgreens NICE!
941,879
Total Campaign Minutes
of Audience Attention
@carusele

Other Important Metrics
Value
• Engagement Rate
• Influencer Performance
• Engaged Audience
Profiles™
Insights
• Content Value
• Web Traffic Lift
Scale
• Influencer Count
• Pieces of Content
• True View Impressions
@carusele

Most influencer marketing campaigns are not
designed to allow for this type of measurement.

Typical Influencer Programs
POST SOCIAL SHARES RESULTS
Influencer often opts in to
create content, typically on a
home base, such as a blog or
YouTube channel.
Influencer shares their content
with appropriate social
networks. Sometimes, other
influencers reshare to their
networks.
This sometimes works.
Sometimes even well. But
there’s a better way.
STEP 1 STEP 2 STEP 3
@carusele

Moving Beyond “Spray & Pray”
STEP 1 STEP 2 STEP 5STEP 3 STEP 4
Resulting in measurable
conversions for:
 Large Ecommerce
 Bed Bath & Beyond
 Haagen-Dazs
 MiaMily
 Reddi-wip
 Revlon
 Walgreens
AND MORE!
CREATE SOCIAL SHARES TEST/SCORE AMPLIFY OPTIMIZE
@carusele
Influencer hand-
selected to create
content, based on ABCs:
Audience Fit, Brand
Fit, Content Fit.
Influencer shares their
content with appropriate
social networks. Sometimes,
other influencers reshare to
their networks.
Our systems monitor
every piece of
content in real time for
performance, allowing us to
rapidly identify the best
content.
Using any of a dozen
different methods, we
boost the best content
with advanced
targeting to reach your
ideal audience.
By optimizing content,
targeting and even
influencers throughout
the program, efficiency
improves each phase.

Executing an Awareness Campaign

Negotiate a KPI-based Rate
Example:
Based on follower data provided by the influencer,
you expect to get 150,000 viewable impressions
out of one Instagram post and a blog.
Your brand typically pays $5.00 per thousand
impressions via social ads.
You’d also expect to pay $2,500 for 1 long-form
article and the 6 images she’s assigned. You’ve
negotiated rights to use this content again.
$1,625 is a solid rate for this influencer for this
assignment.
Her total follower count is irrelevant.
BUT never pay on a CPC or CPE
basis.
You’ll incentivize bad behavior and low-
quality results.
Total Anticipated Results *
Brand Avg. CPM/CPE/CPC
+
Value of content
to be delivered
2

Don’t Get Creative for Creative’s Sake
Is the
premium cost
worth it?
Time is money.
The more work your create,
the most it’s going to cost.
Attending an
event
Creating from
scratch
(i.e. recipe)
Your timeline
not theirs
Their face in
the photos
Video
creation
Travel, even
if it’s covered
Friends in the
content
Visiting a
store
@carusele

Test & Score Content
Because all content is NOT
equal
We run all of our organic influencer content through Carusele’s
Content Performance Index™, to identify top-performing
assets that we can then performance and guide brand efforts.

Amplify with Purpose
Minimize waste by amplifying influencer
content to your exact target audience,
especially if you’re trying to reach a specific
geography.

Right Content. Right People.
With our Engaged Audience Profiles™, we’re able to see
attributes of the engaged audience, meaning those who
clicked on our tracked links throughout a campaign.
Throughout each phase, we create Custom Lookalike
Audiences that match our clickers. These audiences then see
the high performing content as well and they have proven to
convert as much as 2x better than traditional targeting methods.
In fact, these Lookalikes are our highest converting audiences
of all.

Ask Yourself…
Are You Currently
Incorporating a
Paid Media Plan
Into Your
Influencer
Marketing
Efforts?
Yes - We Use Facebook’s Boost Button
Yes - We Have The Influencers Boost Their Content
No - We Rely on the Influencers’ Organic Following
Yes - We Run Ads Using Third Party Software
Yes - We Run Ads From our Brand Page

Why You Shouldn’t “Boost”
A common mistake many brands make is amplifying
influencer content by hitting the "boost" button. The
harsh reality is, it causes you to have a larger CPM
meaning that your ROI for the individual post will be
lower. You have largely limited targeting options and
you do not have the ability to look at the post and
optimize every day thus reducing the amount of
engagement and reach on the post. In addition, the
boost button gives you the least amount of control over
the targeting and optimization. There's also no way to
add in Custom Look-a-Like audiences, so you'll have
one very broad audience. In addition, ad units and the
placement of ads are extremely limited and
optimization is obsolete. The posts creator, meaning
the influencer, can see how much money you are
spending on the ad and how long the promotion will
run.

Optimize. Optimize. Optimize.
Because Good
Content Can
Always Be Better.
Our preferred approach is to run ads
directly from the influencer channel,
giving us access to the full suite of
targeting and optimization capabilities
available. It also means having access
to the latest and greatest ad units and
on some platforms, like Facebook, the
ability to leverage their proprietary
reporting levers, like the Facebook
Pixel to track each ad back to sales -- a
common practice here at Carusele for
e-commerce campaigns.

Questions?
@carusele
>> Contact Us Today <<

But Wait… There’s More!
Enjoy the Accompanying
eBook
Check Out Our Other Resources

Thank You!
*Content examples shown from actual Carusele client campaigns
@carusele

Influencer Marketing for Upper Funnel, Awareness Objectives

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