SlideShare a Scribd company logo
what is the
of influencer marketing
Social media has become a noisy and competitive space for marketing. Smart brands
understand that social is about engaging target audiences with an authentic voice, and
influencer marketing is becoming the most effective way to pull this off.
Like celebrity endorsements, influencer marketing is a way to connect with consumers
by using the voice and creativity of someone they know, like and trust. But influence
on social media is a different kind of celebrity, built on a foundation of quality content
and authentic connection.
74%
OF CONSUMERS
say online
wom
PURCHASE
77%
of brand conversions
online are
people looking for help
or advice
84%trust recommendations
from people they know
over brands
The challenge is identifying and measuring the return on investment when it
comes to influencer marketing. But make no mistake, there is data validating the
efficacy of influencer marketing as a strategy for reaching young audiences on
social and mobile, with a strong return on investment.
55%of businesses report
better quality
customers
Some industries fare better than others when it comes to influencer marketing. According
to an eMarketer study, the consumer packaged goods (CPG) food industry has seen the
biggest return, followed by travel, beauty, alcohol and beverages, and grocery. However,
with the democratization of media, influencer marketing is increasingly the most effective
way to reach online and mobile audiences.
70%report a 2:1 return for
every dollar
spent
13%report a 20:1 return for
every dollar
spent
recommentations
INFLUENCE
their buying decisions
Millenials said
IS THE #1 INFLUENCER
IN THE
of big ticket items
Once the connection is made, an influencer recommendation can hold far more power
than a branded message. This isn’t a particularly new phenomenon; social has just
opened the door to more voices than ever before. In the end, influencer marketing
turns the consumer trust in word-of-mouth into a strategic marketing opportunity by
capitalizing on the intimacy of the social medium.
For example, if your goal is to raise awareness about your
brand in a particular demographic, measure engagement in
the form of additional followers, brand mentions or the use
of a campaign hashtag. If your goal is to boost sales, measure
the rate of conversion during and immediately following
a campaign.
The key is to identify the campaign goals and the metrics
for success, then track those metrics during and after the
campaign.
Below are a few Case Studies that saw excellent results from
using influencers:
So how do you
quantify the
results from
your influencer
marketing
campaigns?
Use specific business goals
as the basis for developing
campaign strategy
Identify the right creative
talent based on your
target audience
Track key social media metrics
such as reach, impressions and
engagement to measure success.
Italian fashion brand, Calzedonia, launched its 2015
swimwear collection with a web friendly campaign
that included influencer marketing.
TARGET: Young, modelesque women TALENT: bloggers/celebrities
STRATEGY:
Reach 15 million social media users with 23 posts from influencers.
RESULTS:
Instagram reach: 15,726,582
New Followers: 74,645
27 15,756,582 76,645
POSTS REACH NEW FOLLOWERS
Calzedonia: A Web Friendly Promotion
Total online reach: 25,880,770
Ripple effect: More than 30,000 posts using the campaign hashtag #CLZ
CASE
STUDY01
The L.A. - based non - profit, Harold Robinson
Foundation wanted to generate buzz for its Pedal
on the Pier fundraiser.
TARGET: Fitness, Fashion and Philanthropy TALENT: Snapchat and Instagram
STRATEGY:
Raise awareness, create real-time event buzz, and raise $600,000.
RESULTS:
Instagram reach: 15,726,582
New Followers: 74,645
200 $800K 500
POSTS RAISED NEW FOLLOWERS
Pedal on the Pier: Influencer Marketing to Raise Awareness
Total online reach: 25,880,770
Ripple effect: More than 30,000 posts using the campaign hashtag #CLZ
CASE
STUDY02 PEDALONTHEPIER
The top challenges
marketers face
when working with
influencers
Competing with other
brands for the attention of
social media influencers
Identifying the right
influencers for their
campaigns
Communicating
and managing
creative talent
Dealing with the
privacy concerns of
social media influencers
Both Calzedonia and the Harold Robinson Foundation benefitted from having the influencer marketing agency, Instabrand,
manage their campaigns. It is entirely possible to manage your own influencer campaigns. However, by-passing an
agency means having to compete with other brands for the attention of creative social media talent, as well as having
to identify the right influencer for your campaign .
Working with an agency means placing these challenges in the hands of experts. The benefits of working with an
influencer marketing agency include:
Account management:
Agencies like Instabrand assign your campaign a dedicated account manager to act as liaison between your brand
and creative talent.
Creative Execution:
While you might have some business goals in mind, an agency can help you develop a strategic plan for achieving
those goals.
Analytics Tools:
Influencer marketing agencies already have the tools and expertise to track and understand the data most important
for measuring the progress of your campaign.
The bottom line is that influencer marketing is becoming the most effective way to reach online audiences. Working
with an agency is the best way to ensure the strategic and successful execution of your influencer campaign.
Interested in
starting
a campaign?
SIGN UP HERE
http://www.nielsen.com/us/en/insights/news/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html
http://think.storage.googleapis.com/docs/the-path-to-purpose_articles.pdf
http://www.adweek.com/socialtimes/social-media-brand-mentions/498969
http://www.radius-global.com/about/news-releases/millennial-and-boomer-shoppers-may-be-more-alike-than-you-think
http://www.convinceandconvert.com/digital-marketing/influencer-marketing-for-businesses/
http://www.emarketer.com/Article/How-Big-Influencers-Influence/1012904
http://www.marketingprofs.com/charts/2015/28107/marketers-biggest-challenges-with-social-influencers
instabrand.com

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InstaBrand's Influencer Marketing on ROI

  • 1. what is the of influencer marketing Social media has become a noisy and competitive space for marketing. Smart brands understand that social is about engaging target audiences with an authentic voice, and influencer marketing is becoming the most effective way to pull this off. Like celebrity endorsements, influencer marketing is a way to connect with consumers by using the voice and creativity of someone they know, like and trust. But influence on social media is a different kind of celebrity, built on a foundation of quality content and authentic connection.
  • 2. 74% OF CONSUMERS say online wom PURCHASE 77% of brand conversions online are people looking for help or advice 84%trust recommendations from people they know over brands The challenge is identifying and measuring the return on investment when it comes to influencer marketing. But make no mistake, there is data validating the efficacy of influencer marketing as a strategy for reaching young audiences on social and mobile, with a strong return on investment. 55%of businesses report better quality customers Some industries fare better than others when it comes to influencer marketing. According to an eMarketer study, the consumer packaged goods (CPG) food industry has seen the biggest return, followed by travel, beauty, alcohol and beverages, and grocery. However, with the democratization of media, influencer marketing is increasingly the most effective way to reach online and mobile audiences. 70%report a 2:1 return for every dollar spent 13%report a 20:1 return for every dollar spent recommentations INFLUENCE their buying decisions Millenials said IS THE #1 INFLUENCER IN THE of big ticket items Once the connection is made, an influencer recommendation can hold far more power than a branded message. This isn’t a particularly new phenomenon; social has just opened the door to more voices than ever before. In the end, influencer marketing turns the consumer trust in word-of-mouth into a strategic marketing opportunity by capitalizing on the intimacy of the social medium.
  • 3. For example, if your goal is to raise awareness about your brand in a particular demographic, measure engagement in the form of additional followers, brand mentions or the use of a campaign hashtag. If your goal is to boost sales, measure the rate of conversion during and immediately following a campaign. The key is to identify the campaign goals and the metrics for success, then track those metrics during and after the campaign. Below are a few Case Studies that saw excellent results from using influencers: So how do you quantify the results from your influencer marketing campaigns? Use specific business goals as the basis for developing campaign strategy Identify the right creative talent based on your target audience Track key social media metrics such as reach, impressions and engagement to measure success.
  • 4. Italian fashion brand, Calzedonia, launched its 2015 swimwear collection with a web friendly campaign that included influencer marketing. TARGET: Young, modelesque women TALENT: bloggers/celebrities STRATEGY: Reach 15 million social media users with 23 posts from influencers. RESULTS: Instagram reach: 15,726,582 New Followers: 74,645 27 15,756,582 76,645 POSTS REACH NEW FOLLOWERS Calzedonia: A Web Friendly Promotion Total online reach: 25,880,770 Ripple effect: More than 30,000 posts using the campaign hashtag #CLZ CASE STUDY01
  • 5. The L.A. - based non - profit, Harold Robinson Foundation wanted to generate buzz for its Pedal on the Pier fundraiser. TARGET: Fitness, Fashion and Philanthropy TALENT: Snapchat and Instagram STRATEGY: Raise awareness, create real-time event buzz, and raise $600,000. RESULTS: Instagram reach: 15,726,582 New Followers: 74,645 200 $800K 500 POSTS RAISED NEW FOLLOWERS Pedal on the Pier: Influencer Marketing to Raise Awareness Total online reach: 25,880,770 Ripple effect: More than 30,000 posts using the campaign hashtag #CLZ CASE STUDY02 PEDALONTHEPIER
  • 6. The top challenges marketers face when working with influencers Competing with other brands for the attention of social media influencers Identifying the right influencers for their campaigns Communicating and managing creative talent Dealing with the privacy concerns of social media influencers
  • 7. Both Calzedonia and the Harold Robinson Foundation benefitted from having the influencer marketing agency, Instabrand, manage their campaigns. It is entirely possible to manage your own influencer campaigns. However, by-passing an agency means having to compete with other brands for the attention of creative social media talent, as well as having to identify the right influencer for your campaign . Working with an agency means placing these challenges in the hands of experts. The benefits of working with an influencer marketing agency include: Account management: Agencies like Instabrand assign your campaign a dedicated account manager to act as liaison between your brand and creative talent. Creative Execution: While you might have some business goals in mind, an agency can help you develop a strategic plan for achieving those goals. Analytics Tools: Influencer marketing agencies already have the tools and expertise to track and understand the data most important for measuring the progress of your campaign. The bottom line is that influencer marketing is becoming the most effective way to reach online audiences. Working with an agency is the best way to ensure the strategic and successful execution of your influencer campaign. Interested in starting a campaign? SIGN UP HERE