The 2015 State of Influencer Marketing
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Until recently, influence marketing was plagued with achieving the scale and automation necessary to meet marketing objectives. In this INBOUND15 session, Mavrck co-founder and CEO Lyle Stevens Stevens explored new tactics and technologies that have emerged to enable businesses to move the needle in meaningful ways with influence marketing. As part of the discussion, he will outline the step-by-step process, from choosing goals and KPIs and the right social networks to selecting the right influencers and content type, to empower marketers to drive meaningful results.
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The 2015 State of Influencer Marketing
- 1. INBOUND15 State of Influencer Marketing How New Advances Are Driving Significant Results Lyle Stevens CEO, MAVRCK
- 3. #INBOUND15 Grew up in “corn country” of upstate New York
- 4. #INBOUND15 Came to Boston for school at Northeastern University
- 5. #INBOUND15 Built enterprise social networks, identity services with “big data.”
- 6. 1. Influencer Marketing by the Numbers 2. Why Consider Influencer Marketing? 3. Tips for Creating an Influencer Marketing Strategy Today’s Talk
- 7. INBOUND15 1 Influencer Marketing by the Numbers
- 9. INBOUND15 60%of marketers plan to boost influence marketing budgets in the next 12 months. AdWeek, Social Times
- 10. INBOUND15 $6.50is made by businesses for every $1 spent on Influencer Marketing. AdWeek, Social Times
- 11. INBOUND15 2 Why Influencer Marketing?
- 12. INBOUND15 We spend more time on social networks than anywhere else online.
- 13. INBOUND15 3.2 hoursAverage time spent on social networks PER DAY by Americans 18 to 64. OTX
- 14. INBOUND15 We all know word-of-mouth is more effective than ads.
- 15. INBOUND15 More likely to climb Mount Everest than click a specific ad.
- 16. INBOUND15 92%of consumers believe recommendations from friends and family over advertising. Nielsen
- 17. INBOUND15 50xtimes more likely to trigger a purchase with word-of-mouth than advertising. McKinsey&Company
- 18. INBOUND15 Word-of-mouth at scale is harder than buying news feed ads.
- 19. INBOUND15 Influencer Marketing has evolved to become word-of-mouth at scale.
- 20. INBOUND15 Rise of the Micro-influencers Everyday consumers who have 500-5k highly engaged friends around relevant topics.
- 21. INBOUND15 CrossFit vs. Jordan Micro-influencers Celebrity influencers
- 22. INBOUND15 Proven Results at Scale 1 Micro-influencer Activated 3 Friends Converted
- 23. INBOUND15 (general blank slide) 1k Micro-‐influencers ac.vated 15k Coupons Downloaded 6.4k In-store Purchases 12k Engagements on Branded posts
- 24. INBOUND15 (general blank slide) 1k Micro-‐influencers ac.vated 3.6k E-commerce Purchases 208% Return on Investment 15.7k Emails captured from friends
- 25. INBOUND15 (general blank slide) 1k Micro-‐influencers Ac.vated 7.6k Emails captured From friends 6.7k Coupons Downloaded 17.9k Engagements on Branded posts
- 26. INBOUND15 3 Tips for Creating an Influencer Marketing Strategy
- 27. INBOUND15 10 Components to an Influencer Strategy 1. What is your brand type? 2. What is your goal? 3. Who are you trying to reach? 4. Which social networks? 5. What metrics are important? 6. What influencer type? 7. Leased or owned influencers? 8. What content type? 9. Incentive model? 10. What tool to use?
- 28. INBOUND15 10 Components to an Influencer Strategy 1. What is your brand type? 2. What is your goal? 3. Who are you trying to reach? 4. Which social networks? 5. What metrics are important? 6. What influencer type? 7. Leased or owned influencers? 8. What content type? 9. Incentive model? 10. What tool to use?
- 30. INBOUND15 6 Most Common Use Cases 22% Content Generation 33% Community Building 42% Product Launches 38% Customer Acquisition 27% Drive Referral Traffic 14% Research *Campaigns often have multiple goals. Percentages don’t add to 100%
- 32. INBOUND15 4 Social Network Factors to Consider Content Structure & Half-life Social Relationship Strength Feed Consumption & Filtering Search Engine Signals
- 33. INBOUND15 Comparing the Social Networks Content Structure & Half-life Social Relationship Strength Feed Consumption & Filtering Search Engine Signals 3 3 2 2 10 2 2 1 3 8 1 2 2 3 8 2 2 1 1 6 2 1 1 1 5 1 2 1 1 5
- 34. INBOUND15 Referral Traffic Driven by Social Networks 24.6% 1.32 Billon MAU 5.06% 40 Million MAU 0.01% 1 Billion MAU 0.82% 284 Million MAU 0.03% 284 Million MAU
- 35. INBOUND15 1. Create Instagram landing URL http://yoursite.com/ instagram 2. Block search engines from that page with “no robots” 3. Create 301 Redirect that contains a UTM tag for “Instagram” 4. Add landing URL to Instagram Profile Bio Tracking Instagram Referrals
- 37. INBOUND15 Spectrum of Influence Micro-influencers Bloggers Executives & Journalists Celebrities & Social Media Stars
- 38. INBOUND15 Celebrities & Social Media Stars • Largest Reach (1M+) • Drives Impressions • Easy to identify • Expensive to activate • Motivated by cash and reputation • Best on YouTube, Twitter and Instagram • Least amount of trust from consumers
- 39. INBOUND15 Executives & Journalists • Large Reach (500k+) • Great for Impressions, Engagements • Easy to identify • Can be “FREE” to activate • Motivated reputation and status • Best on Twitter and LinkedIn • Moderate trust from consumers
- 40. INBOUND15 Semi-Professional Bloggers • Moderate Reach (10-500k) • Great for Engagements • Moderate difficulty to identify • Moderate expense to activate • Motivated by cash and free product • Best on YouTube, Twitter and Instagram • Significant trust from consumers
- 41. INBOUND15 Micro-influencers • Small Reach (0.5 to 5k) • Great for Engagements and Conversions • Hardest to identify & manage (usually requires software) • Cheap to activate • Motivated branded rewards • Best on Facebook, Pinterest, Instagram and Twitter • Highest trust from consumers
- 43. INBOUND15 3 Influencer Content Approaches Brand Generated Influencer Generated Co-‐developed Content
- 44. INBOUND15 Brand Generated Content • Brand provides the content “as-is” for micro-influencers to repost • Lowest Risk • Lowest Impact • Moderate brand effort
- 45. INBOUND15 Co-Developed Content • Brand provides guidelines or instructions for influencers to create unique content • Moderate Risk • Moderate Impact • Low brand effort
- 46. INBOUND15 Influencer Generated Content • Influencers create content as they please and submit for brand to review and publish • Moderate Risk • Highest Impact • Highest brand effort
- 48. INBOUND15 4 Types of Incentives VIP Experiences Cash Branded Rewards Recognition by Brand
- 49. INBOUND15 10 Branded Incentives Ideas E-Gift Cards Exclusive Events Celebrity Greeting Product Sample Discounts Swag Early Access Free Trial Priority Service Contest Entries