Influencer Marketing: From Content to Commerce

Track 2: Content Performance
The Digital Path To Purchase
MAY 2016
By Bill Carmody, CEO of Trepoint

2
INTRODUCTION
Being a marketer in 2016 is harder than ever.
© 2016 Trepoint, Inc

3
INTRODUCTION
The State of Digital Marketing
90%
Percentage of
Americans Who Ignore
Digital Ads
Harris Interactive, 2015
The Click-Through
Rate of Display Ads
DoubleClick, 2015
0.04% $7.2B 40%
2016 Estimated Global
Losses to Bot Fraud
White Ops/ANA, 2016
Ad revenue lost by
websites that target
millennials due to ad block
President of IAB

4
INTRODUCTION
We don’t control the customer journey anymore.

“73% wouldn’t
care if brands
disappeared.”
-Meaningful Brands Study
“32% trust
strangers more
than brands.”
-Forrester
5
INTRODUCTION
Consumers still want to hear your story… just not from you.
“62% of people
trust brands less.”
-PWC

Study: Digital Content Drives Sales
TapInﬂuence and Nielsen Catalina Solutions
6

7
SALES EFFECT STUDY
To prove digital content could drive in-store sales, our partner TapInfluence engaged Nielsen
Catalina Solutions to conduct a Sales Effect Study for their client WhiteWave foods. Specifically,
this study looked at the effects of influencer marketing on in-store sales. The study used point of
sale data to compare purchases from consumers exposed to influencer content to a matched
control group of consumers who did not see influencer content.
Executive Summary

8
SALES EFFECT STUDY / METHODOLOGY
258 Top Fitness & Food Inﬂuencers, chosen using
the Tap data layer that optimizes for performance.
Who They Chose

9
The Content
All include references to Silk Product (and full FTC Disclosure)

10
Influencer Distribution
Content was also shared via influencers’ social networks, no additional paid distribution
ForkandBeans
Likes 574 Comments 54
natyashba
Likes 1,755 Comments 125
26, 52, 34… Tots! Drizzle with a #dairyfree buffalo cheese sauce
and look who has the lead. Your #MeatlessMondayNight meal has
been decided for next week. Recipe up now! #sidelinemeat
Link in BIO for more info. #MeatlessMondayNight

11
All Using an Automated Platform
Entire process automated, managed and tracked by the TapFusion platform, including payments & FTC disclosure insertion

12
How Tracking Works
Special NCS tracking pixel automatically inserted by software into blog content for every post
RETARGETING AND CONVERSION
TRACKING PIXELS
When someone clicks over to the post
from social media, the NCS tracking pixel
ﬁres and that person is attempted to be
matched to their loyalty card data

13
Incremental Sales
Track purchases of exposed consumers vs. control group Campaign: Sep – Nov 2015
AUG
14
SEP
14
N
O
V
14
DEC
14
JAN
15
FEB
15
M
AR
15
APRIL
15
M
AY
15
JUN
E
15
JUL
15
AUG
15
SEP
15
O
CT
15
N
O
V
15
DEC
15
JAN
16
FEB
16
PURCHASE HISTORY: TEST AND CONTROL MATCHING PERIOD (52 WEEKS) ANALYSIS PERIOD
C
A
M
PA
IG
N
 
STA
RT
LA
ST
PO
ST 
G
O
ES
LIV
E
C
A
M
PA
IG
N
EN
D
S
INCREMENTAL SALES
Exposed household purchases during the
campaign in addition to their normal
purchase behavior

14
SALES EFFECT STUDY / RESULTS
Exposed Consumers Purchased More
Compared to the control group,  
EXPOSED BUYERS PURCHASED SIGNIFICANTLY MORE SILK
on each purchase occasion
$20.09
$22.06
U
N
EX
PO
SED
 
G
RO
U
P
EX
PO
SED
 
G
RO
U
P
Point Difference +$1.97
Percent Difference +10%
Significance Level +94%

15
Sales Lift Results
“Blows traditional digital advertising results out of the water.”
- Lori Ulanoff WhiteWave Foods
1000 PEOPLE VIEWING 
INFLUENCER CONTENT
GENERATED $285 OF
INCREMENTAL SALES

16
Impressions After Study
IMPRESSIONS 
AS OF NOV. 30, 2015
IMPRESSIONS 
AS OF FEB. 29, 2015
(without additional posts
or paid distribution)
540k 1.3M+
and counting
An additional 2X IMPRESSIONS were generated post campaign. We can assume
they resulted in additional sales not accounted for in sales study window.

17
Historical Program shows the “ALWAYS ON” nature of content
Views/Month: "Fall in Love With Soy" Program (Active March 25 - May 22)
M
ARCH
APRIL
M
AY
JUN
E
JULY
AUG
SEP
O
CT
N
O
V
DEC
JAN
20,000
40,000
60,000
80,000
100,000
120,000
POSTS GOING LIVE POST PROGRAM IMPRESSIONS (VERY LONG TAIL)

18
Views Per Month – Meatless Monday
ORGANIC SPIKE in February due to Super Bowl (Football-based content)
SEPTEM
BER
O
CTO
BER
N
O
VEM
BER
DECEM
BER
JAN
UARY
FEBRUARY
M
ARCH
APRIL
50,000
100,000
150,000
200,000
250,000
300,000
POSTS GOING LIVE POST PROGRAM IMPRESSIONS (VERY LONG TAIL)

19
SALES EFFECT STUDY / PERFORMANCE
Key Takeaways
Inﬂuencer content marketing can drive incremental sales and
dramatically outperform traditional digital advertising
Long tail eﬀect of content creates a continually growing
ROI, even after the program has ended
Customers will respond to content presented
in the right context
1
2
3

20
INSIGHTS
WHY?

21
INSIGHTS
from Transactions

22
INSIGHTS
to Relationships

23
TRANSFORMATION
A Critical Transformation in Business
Transactions Relationships
• Win the sale / Win it now
• Advertise, promotions, incentives
• Short-sighted / Immediacy rather
than intimacy
• Win their hearts / Win them forever
• Develop connection, understand
preferences, deliver experience
• Longer-term focus / Loyalty

24
TRANSFORMATION
An Alternate Currency
Transaction Relationship
• Win the sale / Win it now
• Advertise, promotions, incentives
• Short-sighted / Immediacy rather
than intimacy
• Win their hearts / Win them forever
• Develop connection, understand
preferences, deliver experience
• Longer-term focus / Loyalty
Money Time Personal Data

THE CUSTOMER JOURNEY
25
The
Customer
Journey

26
Designing an exceptional experience….
Examining from the constituent’s
perspective the best means of engaging,
interacting and addressing the mental,
physical, and emotional journey through all
the stages of the relationship lifecycle.
Relationship Journey Mapping

27
๏ The path to purchase is no longer characterized by the linear marketing funnel
๏ Consumers move from one channel or touch-point to another and switch devices
to suit their needs
๏ Understanding the diﬀerent journeys that customers have with your organization
and the emotional responses they provoke is crucial to delivering an eﬀective
customer experience.

28
DIGITAL ENGAGEMENT
Why Experience Matters
Customer experience leaders obtain returns up to 77% GREATER 
their marketing investments than those who give it little importance within their overall market approach.
2013 Watermark Consulting

29
Less than 30% of businesses map customer journeys.
10
20
30
40
50
60
70
80
90
100
0

31
Consumer Behavior
93% 88% 70% 58%
Use public search engines
as the initial point of
information discovery
Suggest that social
channels are inﬂuential
during the decision-making
process
Cite consumer opinion as
the most trusted source of
information
Publish their brand/ 
product experience to
‘protect others’ from a
similar experience
60%
Will use support forums
and discussion groups to
inform purchase decisions
DISCOVER

32
DISCOVER
Brand Share of Voice
More important than follower counts, share of voice metrics help demonstrate how  
active or relevant a brand is in pertinent online conversations.

33
DISCOVER
Broader Share of Voice
Mentions of the word “organic bread” with corresponding brand name within the last year. The vast
majority of the conversations (the ‘uncategorized’ broader ) represent the opportunity to extend reach.

34
DISCOVER
Social Media Drives Sales to Retail
PRE STORE
Social Media
NEAR STORE
Geo-Targeted Mobile
IN STORE
Beacon-Driven Real-Time Data

36
ACTIVATE
Engaging with Your Core Customers
Trader Joe’s has capitalized on market
trends such as better-for-you and
healthier-for-you options. By listening
and engaging with your core customers,
you can get ahead of demands.

37
ACTIVATE
You need to learn to tell your story in an
extremely cluttered environment.

38
ACTIVATE

39
ACTIVATE

40
ACTIVATE

41
ACTIVATE
Finding the Right Measures
Don’t get distracted by measurements out of
context. Engagement doesn’t always equal sales.
CPMs / Impressions
Click Through Rates
Banner Ad Views
Facebook Likes
Twitter Followers

43
TRANSACT
Drive to Sales
Measurements must include data points at or near the register.
RETURN ON INVESTMENT
Sales
Codes Redeemed
Loyalty Program Registrations
Coupons Redeemed
Rebate Proof of Purchase

44
Experience Drives Transaction
Customers spend an average of 23% MORE
when they have established an emotional connection with a brand than customers who have not.
2014 Gallup Survey Data
TRANSACT

45
TRANSACT
Blend Tried and True Tactics with Social
1-10% 68%
COUPON REDEMPTION 
INDUSTRY AVERAGE
COUPON REDEMPTION 
WITH SOCIALLY-DRIVEN CAMPAIGNS
Socially-driven campaigns have increased redemption rates up to 68% 
A result of highly-targeted campaigns to a highly-engaged audience.

46
TRANSACT
Coca Cola’s Share a Coke Campaign
brought social to reality and back to
social again.
Blend Tried and True Tactics with Social

48
ADVOCATE
Today, the purpose of business is to get you customers who get
you even more customers. That’s advocacy, and most
businesses don’t understand how to create raving fans.
Creating raving fans of your product is about doing more for
them than they could ever reasonably expect from you.
How are you blowing your customers away?
Creating Raving Fans

49
ADVOCATE
What’s the most appetizing way to engage current fans while
attracting new ones?
Throw a dinner party, of course. To set the table for this multi--
layered strategy, Trepoint created a Patak’s Party Kit – ﬁlled with
Patak’s product coupons, recipe ideas and party planning tips –
giving fans everything they needed to host an Indian themed
dinner party for close friends and family.
Patak’s Party Kit

50
ADVOCATE
Dinner was a success, as the party kit
promotion built a network of grass roots
advocates totaling over 11,000 people
engaged through the program.
Patak’s Party Kit

52
CUSTOMER JOURNEY MAPPING

53

54

55
Design Your Content Strategy to Drive Purchase

56
DESIGN YOUR CONTENT STRATEGY TO DRIVE PURCHASE
Fill a Void For Your Ideal Customer
๏ Deﬁne the problem your product solves in your content
๏ Share the alternative solutions, including, but not limited
to the use of your product
๏ Ensure the content places the needs of your customer
ahead of your own

57
Include a Clear Call to Action
๏ Provide a clear next step for your customer to solve their problem
๏ “Buy Now!” is not always an appropriate call to action
๏ Oﬀer something of value to help them along their journey
๏ Diﬀerentiate your content by factoring in the lifetime value of your
customer in your initial touchpoint

58
Ensure Your Content is Measurable
๏ Deﬁne key performance indicators and secure stakeholder buy-in
๏ Map them to the customer journey
๏ Include measures that tie to sales

59
Invest in Compelling Content
๏ Create content so insightful that customers want to share it
๏ Leverage partners, industry experts, and/or third party advocates
๏ Enable others to distribute published content on your behalf with
no incremental cost
๏ Build social triggers into the content

The New Relationship Economy
60

61
THE NEW RELATIONSHIP ECONOMY
Do you care about them when they
have not done a transaction?
Transactions Relationships
Do you care enough to really get
to know them?
Do you care more about them than
you do about their money?

62
The evolution to Technology Mastery
Constant willingness to change
An unending willingness to learn
Courage to invest time and money
An accurate future vision
The wisdom of H&T balance

63
The customer experience is the
next competitive battleground.
Jerry Gregoire CIO Dell

64
By 2020, customer experience
will overtake price as the key
brand diﬀerentiator.
Forbes

65
89% of companies plan to
compete primarily on the basis of
customer experience by 2016
Gartner

67
ABOUT TREPOINT
Trepoint is a boutique digital engagement agency with demonstrated capability across  
a variety of industries spanning strategy through execution.
We design and execute digital strategies that enable brands to connect with consumers
throughout the customer journey in a meaningful, measurable and consistent way.
We believe that digital oﬀers a greater opportunity than broadcasting your marketing
message. We are inspired by our desire to demonstrate the tangible impact of digital
engagement to your bottom line.
NEW YORK KANSAS CITY SAN FRANCISCO
Trepoint.com
1.844.TREPOINT / bill@trepoint.com

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