This document summarizes an presentation on measuring the return on investment (ROI) of influencer marketing. It discusses common challenges like not setting clear goals or knowing how to measure results. It then provides recommendations on what to measure like reach, views, engagement and outlines a formula for calculating total media value and ROI. The document closes by providing examples of actual campaign results for clients that showed increases in key metrics and positive ROI.

1. The ROI of
Influencer Marketing
Identify
Activate
Distribute
Measure

2. Housekeeping
Length
60 Minutes w/ Q&A
Recording + Slides
Will Be Available After Presentation
Questions?
Use chat feature
Tweet Much?
Use #influencermarketing
@ravivturner @chrispnixon
#influencermarketing

3. TapInfluence is a rapidly-growing
software company full of talented people
focused on one thing — making it easy
for marketers to connect with their
consumers in a meaningful,
authentic way.
@ravivturner @chrispnixon
#influencermarketing

4. Helping Marketers:
Identify
Activate
who are trusted by your target
peer-trusted content that
audience.
attracts and engages your target
consumers.
Distribute
Measure
Amplify social content at scale
Track the performance,
engagement, and ROI of a
program.
across the web on blogs,
Facebook, Twitter, & Pinterest.
@ravivturner @chrispnixon
#influencermarketing

5. Raviv Turner,
VP of Product
Raviv is the unifying force behind TapInfluence product strategy and execution, combining feedback from influencers, brands, channel partners, developers, and the market to set the
strategic vision and lead the execution
on new features and products.
@ravivturner
#influencermarketing

6. Chris Nixon
VP of Marketing
Having ramped and ignited powerful
marketing strategies for several
successful tech and SaaS startups, Chris
knows a thing or two about reaching and
engaging with customers in the software
world.
He now conducts the symphony of lead
generation at TapInfluence as VP of
Demand Marketing. To temporarily
escape his own mindpowers, Chris loves
being with his family and reading. He
funnels his rapidfire thoughts into his
blog (http://chrisnixon.me), and spends
roughly 4 hours mowing the lawn every
week. It's really quite large.
@chrispnixon
#influencermarketing

7. @ravivturner @chrispnixon
#influencermarketing
WHY
ARE WE
HERE?

8. TODAY’S AGENDA
Setting
the Table
Influencer Marketing
What about Content Marketing?
How Influencers Fit into Content
The Buyer Funnel
@ravivturner @chrispnixon
The
Meat
The ROI Problem
The Underlying Causes
The Effect
A Solution
Real World Results
What’s Next?
Q&A
Recap
Questions
#influencermarketing

9. Influencer Marketing
Content that reaches the eyes, minds, and hearts of a
select audience by harnessing the creative talents of
content publishers who influence the decisions of your
buyers.
@ravivturner @chrispnixon
#influencermarketing

10. Content Marketing is the marketing and
business process for creating and distributing
valuable and compelling content to attract,
acquire, and engage a clearly defined and
understood target audience—with the objective
of driving profitable customer action.
Joe Pulizzi -- Content Marketing Institute

11. The State of
Content Marketing
CONTENT DISTRIBUTION
CONTENT PRODUCTION
12%
12% 12%
30%
creating content
30%
30%
reaching people

12. @ravivturner @chrispnixon
#influencermarketing

13. Influencers
& The Buyer
Journey
Awareness
Consideration
Preference
Purchase
@ravivturner @chrispnixon
#influencermarketing

14. The Problem.
@ravivturner @chrispnixon
#influencermarketing

15. I can’t quantify my
influencer marketing
results.
The Problem
@ravivturner @chrispnixon
#influencermarketing

16. Why?
(the underlying
@ravivturner @chrispnixon
causes)
#influencermarketing

17. No clear
business goals.
#1
@ravivturner @chrispnixon
#influencermarketing

18. I don’t know
how to measure.
#2
@ravivturner @chrispnixon
#influencermarketing

19. Managing
influencers
seems hard.
#3
@ravivturner @chrispnixon
#influencermarketing

20. The Effect.
@ravivturner @chrispnixon
#influencermarketing

21. #1 We’re not maximizing our marketing
efforts in the right channels.
#2 We’re not effectively reaching our
audience.
@ravivturner @chrispnixon
#influencermarketing

22. A Solution
@ravivturner @chrispnixon
#influencermarketing

23. What should we measure?
Reach
Views
Engagement
@ravivturner @chrispnixon
#influencermarketing

24. What to Measure
#1 Reach
What is my potential total reach?
Unique Visitors + Twitter Followers + Page Likes
+ YouTube Subscribers + Pinterest Followers
@ravivturner @chrispnixon
#influencermarketing

25. What to Measure
#2 Views
How many people are viewing my content?
@ravivturner @chrispnixon
#influencermarketing

26. What to Measure
#3 Engagement
How many actions were taken by our audience?
Clicks to Brand URLs, Clicks to Posts, Comments,
Tweets, Facebook Shares, Facebook Likes, Pins
@ravivturner @chrispnixon
#influencermarketing

27. Total
Media
Value
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#influencermarketing

28. Return On Influence (ROI)
Total Media Value - Investment
Investment
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= %
#influencermarketing

29. What We’re Seeing
@ravivturner @chrispnixon
#influencermarketing

30. Content Pieces
133
Unique Visitors
2.8M
Total Reach
3.3M
---------------------------------------------------------------Total Views
77K
@ravivturner @chrispnixon
Total Media Value
$103k
ROI
306%
#influencermarketing

31. @ravivturner @chrispnixon
#influencermarketing

32. 50 Bloggers
60 Days
Blogs, Facebook,
Twitter, Instagram,
Pinterest
@ravivturner @chrispnixon
#influencermarketing

33. Results.
Reach
2.3M
Engagement
73K
$246,361
TMV
@ravivturner @chrispnixon
Views
5K+
348%
ROI
#influencermarketing

34. Results. Part Two.
Overall time on site increased by 56%
over the same period one year before.
31%
Overall pages viewed per visit increased
31% over the same period last year.
(Google Analytics)
@ravivturner @chrispnixon
----------------------
56%
44%
Increase in "share of voice" in June (this
is due to the number of entions of BBX
in blog posts, etc)
223%
Increase in positive mentions of Black
Box Wines.
(Radian 6)
#influencermarketing

35. We have executed word of mouth programs in the past, but
what stood out for me was the quality of content created
that could be re-purposed in so many ways. The bloggergenerated posts and photography were of superior quality
and also very fun and entertaining. Their topics ranged
from food pairing, to wine cocktail recipes, to entertaining
tips and blind wine taste tests. All were well received from
our consumers.
Jane Lee
Black Box Marketing Manager
@ravivturner @chrispnixon
#influencermarketing

36. Total Media
Value:
An Interactive
Calculator
@ravivturner @chrispnixon
#influencermarketing

37. QUESTIONS?
@ravivturner @chrispnixon
#influencermarketing