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IN
Powered by
INFLUENCE
For
2
Hello!
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Kathy Baird
Managing Director, Social
North America
OgilvyPR
3
What’s the weather like in your city?
Tell us where you’re dialing in from!
4
Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com
Are you on the go? You can join our webinars on mobile, too!
Download the GoToWebinar app from the App Store or Google Play
5
O g i l v y
H O W T O M A S T E R I N F L U E N C E R
R E L A T I O N S H I P M A R K E T I N G &
2 0 1 7 M I D - Y E A R R E V I E W
6
Agenda
• 2017 Mid-Year Influencer Marketing Landscape
• Ogilvy’s Influencer Marketing Process
• The Latest with Influencer Marketing Measurement
• Recent Industry Examples
7
2 0 1 7 M I D - Y E A R
I N F L U E N C E R M A R K E T I N G
L A N D S C A P E
8
INFLUENCER
MARKETING CONTINUES
TO DOMINATE. WHY?
Because earning the audience
remains a major challenge:
• Earned media reach is declining
• Traditional authority is eroding
• Younger generations engage differently
and 47% are using ad blockers
• Paid media is being usurped
Circulation
Declines
Fake News
Ad Blockers
Loss of Forced
Views
Lack of Trust in
Brands
Need for
Authenticity
9
HOW IS THE
ROLE OF
INFLUENCERS
CHANGING?
SIX TRENDS AND OBSERVATIONS
1. Influencer marketing is not new anymore
2. Tiers of influence continue to evolve
3. Influencers are also content creators
4. Influence is a strategy vs. a tactic
5. Brands increase investment
6. Increasing eye on disclosure
10
1. INFLUENCERS ARE NOT NEW
• We need new ideas, beyond just
“product placement”
• Campaigns need to be as creative
and original as possible, without
sacrificing organic quality
• Clear distinction between
endorsement and content creation
• Continued shift away from looking at
quantity of followers
11
F r o m F a m e a n d F o l l o w i n g t o E n g a g e m e n t a n d A u d i e n c e
TIER 1:
CELEBS,
MEDIA,
ETC.
TIER 2:
YOUTUBERS,
BLOGGERS,
INSTAGRAMMER,
PINNERS,
SNAPCHATTERS
TIER 3:
BRAND FANS,
CONSUMER
ADVOCATES
NEAR-TERM
FAR-TERM
Tier 1:
Traditional
Mass Awareness
Tier 2:
Digital Influence
and Micro-Influence
Tier 3:
Consumer-Driven
Brand Advocacy
2. TIERS OF INFLUENCE
12
SPOTLIGHT: MICRO INFLUENCERS
• Micro-influencers or accounts with
30,000 or fewer followers are
growing in perception as “more
beneficial”
• Up to 60% higher engagement rates
are driven by micro-influencer
campaigns
• Micro-influencers with 10K – 30K
followers exert more influence on
their followers than bigger
influencers with over 1m+ followers
13
3. INFLUENCERS AS CREATORS
Enhancing your creative team and maximizing content opportunity
Value Exchange /
Financial
Compensation
Increased Exposure
Passion for Brands
Creative Inspiration
14
4. INFLUENCE AS A STRATEGY, NOT A
TACTIC
Long-Term Thinking #ForTheWin
PULSE
AMPLIFICATION ARM
OF AN EXISTING 360
BRAND CAMPAIGN
PROGRAM
FOCAL POINT OF AN
INFLUENCER
DRIVEN 360 BRAND
CAMPAIGN
PLATFORM
CORE COMPONENT TO
THE ENTERPRISE
MARKETING
APPROACH
15
5. BRANDS INCREASE INVESTMENT
• Global marketers spent $570m on
Instagram influencer marketing in
2016.
• 59% of respondents plan on
“significantly increasing” influencer
marketing investment in the next 12
months. Video influencer content is
expected to gain the most.
• 41% are seeing more success in
influencer campaigns than in more
traditional advertising efforts.
16
6. MORE RIGOR AROUND DISCLOSURE
Pressure on FTC to regulate – more #ad, no #spon
17
O G I L V Y ’ S I N F L U E N C E R
M A R K E T I N G P R O C E S S
18
IRM Model
•Influencer
Identification
•Mapping and
Evaluation
•Program Briefing
•Audience Insights
•Content Co-Creation
•Ongoing relationship
management
•Experience Map
•Media Plan
•Cross Channel
Integration
•Objective Setting
•Audience Alignment
•Measurement Plan
Strategic
Framework
Experience
Design
Influencer
Acquisition
Planning +
Execution
19
Identify + Find the Right Influencers
Resonance Reach
Relevance
Influence
Relevance / Expertise
Criteria:
How an influencer aligns with
the brand or topic to reach your
audience.
Reach Criteria:
Determine audience size, or how
many people will be exposed to
the message.
Resonance Criteria:
An influencer’s ability to
drive measurable
engagement within the
target market.
20
Map Out Tiered Recommendations
21
Tier 1 Example
ALISA CIRCLE
Location Orange County, CA
Expertise Lifestyle, parenting advice, health and wellness
Rationale
Alisa is your go-to woman for parenting advice, health tips and
style expertise. She is a full time working woman who carefully
balances her hectic work schedule with her busy mom life. Alisa
does her best to share her knowledge with the other moms
posting beauty how-tos, recipes, and life hacks to her social
channels.
PLATFORM URL STATISTICS
Twitter twitter.com/alissamcircle 5,216 followers
Instagram instagram.com/alissamcircle 17,200 followers
LinkedIn linkedin.com/in/alissa-circle-35a41010 500+ connections
Pinterest pinterest.com/alissamcircle 7,500 followers
Google + plus.google.com/+alissacircle/posts 5,597 followers
Website diaryofanaddict.com/aboutme N/A
22
Tier 1 Examples
Amanda Ensing
Total Reach: 1,573,860 Followers
Category: Cosmetic Beauty (Above the Neck)
Primary Expertise: Beauty, Make-Up Tutorials,
Fashion,
Primary Audience: Beauty and Fashion Lovers
Carlie Wood
Total Reach: 1,451,623 Followers
Category: Pet Care
Primary Expertise: Mommy Blog, Fashion,
Lifestyle
Primary Audience: Moms, Fashion and
Beauty Lovers
Naomi Davis
Total Reach: 525,454 Followers
Category: Actively Involved Mom
Primary Expertise: Mommy Blog, Recipes,
Travel
Primary Audience: Moms, Everyday Women
Colette Butler
Total Reach: 2,144,470 Followers
Category: Actively Involved Mom
Primary Expertise: Mommy Blog, Recipes,
Life-hacks
Primary Audience: Moms
Paulina Beregova
Total Reach: 620,117 Followers
Category: Cosmetic Beauty (Below the Neck)
Primary Expertise: Beauty, Fashion, Vegan
Tempeh Chili Recipe Lifestyle
Primary Audience: Beauty and Fashion Lovers
Holly Homer
Total Reach: 267,083 Followers
Category: Pet Care
Primary Expertise: Mommy Blog, Kid’s
Crafts, Family Recipes
Primary Audience: Moms, Everyday Women
Jessica Shyba
Total Reach: 632,805 Followers
Category: Pet Care
Primary Expertise: Mommy Blog, Lifestyle
Primary Audience: Moms, Dog Enthusiasts
Dr. Jennifer Walden
Total Reach: 130,509 Followers
Category: Health Care Professional
Primary Expertise: Cosmetic Plastic Surgery
Primary Audience: Health Care Professionals,
Moms
Dr. Paul Nassif
Total Reach: 669,038 Followers
Category: Health Care Professional
Primary Expertise: Cosmetic Plastic Surgery
Primary Audience: Health Care Professionals,
Pop Culture Followers
April Athena
Total Reach: 981,257 Followers
Category: Actively Involved Mom
Primary Expertise: Mommy Blog, Recipes,
Beauty and Fitness Tips
Primary Audience: Moms, Everyday Women
23
A P P R O A C H T O M E A S U R E M E N T
24
Approach to Measurement
Determining ROI of influencer investments grows in importance:
• Measurement becomes easier as availability of influencer-owned social data
and analytics becomes more open for 3rd parties
• Key metrics vary campaign-to-campaign depending on brand goals (website
visits, sales, other conversion actions, brand buzz, social media reach)
• Tying metrics to specific influencer activities, using a cost-per-click or cost-per-
engagement model and tying back to actual sales
• In the future – better attribution, more insight into who views branded
influencer content and more data from influencers
25
Align on KPIs and Business Objective
Resonance Reach
Relevance
Influence
Relevance Metrics
•Category relevance – Brand +
Product + Competitor
•Subject matter –
Conversation topic overlap
•Audience relevance – Fan
base/followers
Reach Metrics
•Primary reach – Followers, likes,
UMVs
•Engagement – RTs, comments,
shares
•Social graph – Number of social
channels
•Frequency – Posts/videos per
week/month
Resonance Metrics
•Authenticity
•Storytelling
•Quantitative Response
•Qualitative Response
26
L E S S O N S F R O M T H E
I N D U S T R Y
2727
G l o s s i e r : Y o u r F a n s a r e Y o u r I n f l u e n c e r s
In just two years, Glossier has gone
from launch to “THE” beauty brand
• Originally started as a blog, “Into
the Gloss” in 2010, follower base
was organic
• Launched in 2014 with a limited
range of products
• Expected to grow 600%!
• Aim is to create a brand that
engenders a feeling of friendship
• Modern, minimalist packaging is
designed to look good in Instagram
2828
S p e r r y : M i c r o - I n f l u e n c e r s D r i v e S u c c e s s
Tapping into its existing fan base, Sperry
identified 100 micro-influencers, already
posting about their products
• Micro-influencers are contacted and
asked for permission to share their
posts
• No compensation is exchanged but the
micro-influencer is credited for their
photography
• Next steps will be to develop an
ambassador program (marine biologists,
athletes, outdoor enthusiasts , with
compensation to engage their
communities
2929
F y r e F e s t i v a l : W h a t W e n t W r o n g ?
Fyre Festival organizers sought to
engage a litany of influencers to create
buzz and interest in the festival
• “Fyre-Starter” Influencers included
models, clothing designers and
influential personalities
• All command millions of followers
on social media
• Unclear what the value exchange
was
• In the end, influencers are also
included in the lawsuit
3030
W h a t ’ s N e x t ?
What’s on the horizon?
• Influencer marketing remains a critical part of the media mix and will continue
to take away from other investments
• More work is being done to add sophistication to the identification process
(Ogilvy’s Advanced Data Analytical Model, ADAM)
• Influencer marketing will become more strategic, showing consistency over just
one-off campaigns
• Measurement will evolve to prove true ROI, making the case even easier for
investment
• Fuzzy areas of disclosure will continue to be addressed and will serve as lessons
for all of us
31
Q U E S T I O N S ?

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State of Influencer Marketing - Mid-Year Review

  • 2. 2 Hello! Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED Kathy Baird Managing Director, Social North America OgilvyPR
  • 3. 3 What’s the weather like in your city? Tell us where you’re dialing in from!
  • 4. 4 Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  • 5. 5 O g i l v y H O W T O M A S T E R I N F L U E N C E R R E L A T I O N S H I P M A R K E T I N G & 2 0 1 7 M I D - Y E A R R E V I E W
  • 6. 6 Agenda • 2017 Mid-Year Influencer Marketing Landscape • Ogilvy’s Influencer Marketing Process • The Latest with Influencer Marketing Measurement • Recent Industry Examples
  • 7. 7 2 0 1 7 M I D - Y E A R I N F L U E N C E R M A R K E T I N G L A N D S C A P E
  • 8. 8 INFLUENCER MARKETING CONTINUES TO DOMINATE. WHY? Because earning the audience remains a major challenge: • Earned media reach is declining • Traditional authority is eroding • Younger generations engage differently and 47% are using ad blockers • Paid media is being usurped Circulation Declines Fake News Ad Blockers Loss of Forced Views Lack of Trust in Brands Need for Authenticity
  • 9. 9 HOW IS THE ROLE OF INFLUENCERS CHANGING? SIX TRENDS AND OBSERVATIONS 1. Influencer marketing is not new anymore 2. Tiers of influence continue to evolve 3. Influencers are also content creators 4. Influence is a strategy vs. a tactic 5. Brands increase investment 6. Increasing eye on disclosure
  • 10. 10 1. INFLUENCERS ARE NOT NEW • We need new ideas, beyond just “product placement” • Campaigns need to be as creative and original as possible, without sacrificing organic quality • Clear distinction between endorsement and content creation • Continued shift away from looking at quantity of followers
  • 11. 11 F r o m F a m e a n d F o l l o w i n g t o E n g a g e m e n t a n d A u d i e n c e TIER 1: CELEBS, MEDIA, ETC. TIER 2: YOUTUBERS, BLOGGERS, INSTAGRAMMER, PINNERS, SNAPCHATTERS TIER 3: BRAND FANS, CONSUMER ADVOCATES NEAR-TERM FAR-TERM Tier 1: Traditional Mass Awareness Tier 2: Digital Influence and Micro-Influence Tier 3: Consumer-Driven Brand Advocacy 2. TIERS OF INFLUENCE
  • 12. 12 SPOTLIGHT: MICRO INFLUENCERS • Micro-influencers or accounts with 30,000 or fewer followers are growing in perception as “more beneficial” • Up to 60% higher engagement rates are driven by micro-influencer campaigns • Micro-influencers with 10K – 30K followers exert more influence on their followers than bigger influencers with over 1m+ followers
  • 13. 13 3. INFLUENCERS AS CREATORS Enhancing your creative team and maximizing content opportunity Value Exchange / Financial Compensation Increased Exposure Passion for Brands Creative Inspiration
  • 14. 14 4. INFLUENCE AS A STRATEGY, NOT A TACTIC Long-Term Thinking #ForTheWin PULSE AMPLIFICATION ARM OF AN EXISTING 360 BRAND CAMPAIGN PROGRAM FOCAL POINT OF AN INFLUENCER DRIVEN 360 BRAND CAMPAIGN PLATFORM CORE COMPONENT TO THE ENTERPRISE MARKETING APPROACH
  • 15. 15 5. BRANDS INCREASE INVESTMENT • Global marketers spent $570m on Instagram influencer marketing in 2016. • 59% of respondents plan on “significantly increasing” influencer marketing investment in the next 12 months. Video influencer content is expected to gain the most. • 41% are seeing more success in influencer campaigns than in more traditional advertising efforts.
  • 16. 16 6. MORE RIGOR AROUND DISCLOSURE Pressure on FTC to regulate – more #ad, no #spon
  • 17. 17 O G I L V Y ’ S I N F L U E N C E R M A R K E T I N G P R O C E S S
  • 18. 18 IRM Model •Influencer Identification •Mapping and Evaluation •Program Briefing •Audience Insights •Content Co-Creation •Ongoing relationship management •Experience Map •Media Plan •Cross Channel Integration •Objective Setting •Audience Alignment •Measurement Plan Strategic Framework Experience Design Influencer Acquisition Planning + Execution
  • 19. 19 Identify + Find the Right Influencers Resonance Reach Relevance Influence Relevance / Expertise Criteria: How an influencer aligns with the brand or topic to reach your audience. Reach Criteria: Determine audience size, or how many people will be exposed to the message. Resonance Criteria: An influencer’s ability to drive measurable engagement within the target market.
  • 20. 20 Map Out Tiered Recommendations
  • 21. 21 Tier 1 Example ALISA CIRCLE Location Orange County, CA Expertise Lifestyle, parenting advice, health and wellness Rationale Alisa is your go-to woman for parenting advice, health tips and style expertise. She is a full time working woman who carefully balances her hectic work schedule with her busy mom life. Alisa does her best to share her knowledge with the other moms posting beauty how-tos, recipes, and life hacks to her social channels. PLATFORM URL STATISTICS Twitter twitter.com/alissamcircle 5,216 followers Instagram instagram.com/alissamcircle 17,200 followers LinkedIn linkedin.com/in/alissa-circle-35a41010 500+ connections Pinterest pinterest.com/alissamcircle 7,500 followers Google + plus.google.com/+alissacircle/posts 5,597 followers Website diaryofanaddict.com/aboutme N/A
  • 22. 22 Tier 1 Examples Amanda Ensing Total Reach: 1,573,860 Followers Category: Cosmetic Beauty (Above the Neck) Primary Expertise: Beauty, Make-Up Tutorials, Fashion, Primary Audience: Beauty and Fashion Lovers Carlie Wood Total Reach: 1,451,623 Followers Category: Pet Care Primary Expertise: Mommy Blog, Fashion, Lifestyle Primary Audience: Moms, Fashion and Beauty Lovers Naomi Davis Total Reach: 525,454 Followers Category: Actively Involved Mom Primary Expertise: Mommy Blog, Recipes, Travel Primary Audience: Moms, Everyday Women Colette Butler Total Reach: 2,144,470 Followers Category: Actively Involved Mom Primary Expertise: Mommy Blog, Recipes, Life-hacks Primary Audience: Moms Paulina Beregova Total Reach: 620,117 Followers Category: Cosmetic Beauty (Below the Neck) Primary Expertise: Beauty, Fashion, Vegan Tempeh Chili Recipe Lifestyle Primary Audience: Beauty and Fashion Lovers Holly Homer Total Reach: 267,083 Followers Category: Pet Care Primary Expertise: Mommy Blog, Kid’s Crafts, Family Recipes Primary Audience: Moms, Everyday Women Jessica Shyba Total Reach: 632,805 Followers Category: Pet Care Primary Expertise: Mommy Blog, Lifestyle Primary Audience: Moms, Dog Enthusiasts Dr. Jennifer Walden Total Reach: 130,509 Followers Category: Health Care Professional Primary Expertise: Cosmetic Plastic Surgery Primary Audience: Health Care Professionals, Moms Dr. Paul Nassif Total Reach: 669,038 Followers Category: Health Care Professional Primary Expertise: Cosmetic Plastic Surgery Primary Audience: Health Care Professionals, Pop Culture Followers April Athena Total Reach: 981,257 Followers Category: Actively Involved Mom Primary Expertise: Mommy Blog, Recipes, Beauty and Fitness Tips Primary Audience: Moms, Everyday Women
  • 23. 23 A P P R O A C H T O M E A S U R E M E N T
  • 24. 24 Approach to Measurement Determining ROI of influencer investments grows in importance: • Measurement becomes easier as availability of influencer-owned social data and analytics becomes more open for 3rd parties • Key metrics vary campaign-to-campaign depending on brand goals (website visits, sales, other conversion actions, brand buzz, social media reach) • Tying metrics to specific influencer activities, using a cost-per-click or cost-per- engagement model and tying back to actual sales • In the future – better attribution, more insight into who views branded influencer content and more data from influencers
  • 25. 25 Align on KPIs and Business Objective Resonance Reach Relevance Influence Relevance Metrics •Category relevance – Brand + Product + Competitor •Subject matter – Conversation topic overlap •Audience relevance – Fan base/followers Reach Metrics •Primary reach – Followers, likes, UMVs •Engagement – RTs, comments, shares •Social graph – Number of social channels •Frequency – Posts/videos per week/month Resonance Metrics •Authenticity •Storytelling •Quantitative Response •Qualitative Response
  • 26. 26 L E S S O N S F R O M T H E I N D U S T R Y
  • 27. 2727 G l o s s i e r : Y o u r F a n s a r e Y o u r I n f l u e n c e r s In just two years, Glossier has gone from launch to “THE” beauty brand • Originally started as a blog, “Into the Gloss” in 2010, follower base was organic • Launched in 2014 with a limited range of products • Expected to grow 600%! • Aim is to create a brand that engenders a feeling of friendship • Modern, minimalist packaging is designed to look good in Instagram
  • 28. 2828 S p e r r y : M i c r o - I n f l u e n c e r s D r i v e S u c c e s s Tapping into its existing fan base, Sperry identified 100 micro-influencers, already posting about their products • Micro-influencers are contacted and asked for permission to share their posts • No compensation is exchanged but the micro-influencer is credited for their photography • Next steps will be to develop an ambassador program (marine biologists, athletes, outdoor enthusiasts , with compensation to engage their communities
  • 29. 2929 F y r e F e s t i v a l : W h a t W e n t W r o n g ? Fyre Festival organizers sought to engage a litany of influencers to create buzz and interest in the festival • “Fyre-Starter” Influencers included models, clothing designers and influential personalities • All command millions of followers on social media • Unclear what the value exchange was • In the end, influencers are also included in the lawsuit
  • 30. 3030 W h a t ’ s N e x t ? What’s on the horizon? • Influencer marketing remains a critical part of the media mix and will continue to take away from other investments • More work is being done to add sophistication to the identification process (Ogilvy’s Advanced Data Analytical Model, ADAM) • Influencer marketing will become more strategic, showing consistency over just one-off campaigns • Measurement will evolve to prove true ROI, making the case even easier for investment • Fuzzy areas of disclosure will continue to be addressed and will serve as lessons for all of us
  • 31. 31 Q U E S T I O N S ?