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THE FUTURE
of
INFLUENCER
MARKETING
Predictions 2015-2016
TABLE OF
CONTENTS
Executive Summary
Prediction 1: Traditional Tactics Won’t Convince Consumers……………… 4
Prediction 2: The “New, Trusted Web” Will Present New Challenges………6
Prediction 3: Influencer Marketing Will Deepen Customer Relationships…….....…10
Prediction 4: Content Distribution Will Drive Content Creation……………..….12
Prediction 5: Influencer Marketing Will Allow Marketers to Be More Efficient…..15
Prediction 6: Influencer Marketing Will Require Automation……………………21
Index
3	
  
3
Prediction 1: Traditional Tactics Won’t Convince Consumers
4
Purchase Decisions Now Happen
Outside of Traditional Channels
Of online consumers
use ad block(2)
Rely on social networks
to guide purchase
decisions (3)
Of people trust
strangers over
brands (1)
47% 92% 74%
5
Prediction 2: The “New, Trusted Web” Will Present New Challenges
6
Influencer
Marketing:
The Foundation
of the Trusted
Web
…FOR BRANDS
Consumers demand transparency and authenticity. They look to
their networks for recommendations, rejecting claims brands make
about themselves. Influencers deliver authentic brand messages—
right inside consumers’ existing, trusted networks. Brands know
this, and need to know how to connect with influencers, manage
the influencer process, and measure the ROI of influencer efforts.
7
Influencer
Marketing:
The Foundation
of the Trusted
Web
…FOR BRANDS
Consumers demand transparency and authenticity. They look to
their networks for recommendations, rejecting claims brands make
about themselves. Influencers deliver authentic brand messages—
right inside consumers’ existing, trusted networks. Brands know
this, and need to know how to connect with influencers, manage
the influencer process, and measure the ROI of influencer efforts.
…FOR AGENCIES
Agencies joined the social game at their clients’ requests. But the
content creation and distribution cycles are exhausting, as finding
the right talent with influence over the right niche markets is a full-
time job. And managing and executing influencer programs? It’s
beyond agency expertise.
8
Influencer
Marketing:
The Foundation
of the Trusted
Web
…FOR BRANDS
Consumers demand transparency and authenticity. They look to
their networks for recommendations, rejecting claims brands make
about themselves. Influencers deliver authentic brand messages—
right inside consumers’ existing, trusted networks. Brands know
this, and need to know how to connect with influencers, manage
the influencer process, and measure the ROI of influencer efforts.
…FOR AGENCIES
Agencies joined the social game at their clients’ requests. But the
content creation and distribution cycles are exhausting, as finding
the right talent with influence over the right niche markets is a full-
time job. And managing and executing influencer programs? It’s
beyond agency expertise.
…FOR INFLUENCERS
Making connections: That’s the superpower of the influencer.
Armed with a particular point of view, and as passionate about
their interests as they are their followers, influencers transformed a
creative release into a primary source of income. Because the trust
of their audiences means everything, opportunities to monetize
must never come at the cost of creativity or authenticity.
9
Prediction 3: Influencer Marketing Will Deepen Customer Relationships
10
Authentic Content, From Trusted Voices
11
70%
of consumers
reported online
customer reviews as
the second most
trusted source (6)
	
  
47% 35% 51%
of U.S. readers
consult blogs for
finding new trends
and ideas(6)
of U.S. readers
look to blogs for
discovering new
products(6)
of marketers say
influencer marketing
produces better
customers (4)
	
  
One TapInfluence CPG customer found brand advocates created
through influencer marketing spend 35% more on their products!
Prediction 4: Content Distribution Will Drive Content Creation
12
Distribution Is Important,
but Still Puzzles Marketers
Of marketers say that “targeting
precision” is the top attribute of
a content marketing campaign
(12)
Yet the number one method of
distribution for content marketing
programs is the company website (12)
Are not satisfied with their ability
to distribute content to the right
audiences (12)
65% 47% 87%
13
Think “Distribution”
to Maximize Your
Influencer Marketing
Efforts
Sharing your content through
influencers in your industry will triple
conversions, in some cases
increasing conversions by a factor of
10. (14)
14
Prediction 5: Influencer Marketing Will Allow Marketers to Be More Efficient
15
Influencer
Marketing
Budgets and
Expectations:
Increasing
As digital marketing portfolios expand to
welcome Influencer Marketing, brands and
agencies will need to scale and measure to
create predictability.
How will we do it?16
Consider:	
  
73%
of marketers will have
budget for Influencer
Marketing (5)
59%
plan to increase the
influencer budget in the
next year (10)
It’s estimated $336 million will be spent on
Influencer Marketing in 2015(11)
Influencer
Marketing:
How Is It Done?
17
Identify influencers
Cold email influencers with
an opportunity
Negotiate rates for creating and
distributing content
Manage the influencers through the
process of content creation
Measure and report on influencer
and content performance
2
1
3
4
5
Influencer
Marketing:
Executed by
Senior Resources
In less than two months, there was
27% growth in professionals citing
Influencer Marketing as a skillset.(9)
Who Runs an Influencer
Marketing Program?
Senior Digital Communications Manager
$80k salary
$38.50/hr
18
AUTOMATED THE MANUAL WAY
IDENTIFICATION
(200 INFLUENCERS FOR TARGET OF 20
INFLUENCERS)
5 HOURS X $38.50 = $192.50 40 HOURS X $38.50 = $1540(13)
OUTREACH
(200 INFLUENCERS)
N/A, INFLUENCERS ARE OPT-IN
200 INFLUENCERS, 10-15 MIN (ea) VIA EMAIL
40 HOURS X $38.50 = $1540
NEGOTIATIONS 0.5 HOURS X $38.50 = $19.25 20 INFLUENCERS X 1 HOUR X $38.50 = $770
CONTENT CREATION MANAGEMENT 8 HOURS X $38.50 = $308 80 HOURS X $38.50 = $3080
DAILY MEASUREMENT & REPORTING 0.25 HOURS X 5 DAYS X 4 WEEKS = $192.50
2 HOURS X 5 DAYS X 4 WEEKS = 40 HOURS
X $38.50 = $1540
COST OF YOUR TIME
$712.25
FOR A SAVINGS OF
$7,754.75
AND ALMOST 200 HOURS!
$8,470.00
Manual Influencer Marketing: Highly Inefficient
19
Prediction 6: Influencer Marketing Will Require Automation
20
Influencer
Marketing
Automation
Why?
21
To engineer a new era of customer intimacy that
harnesses the trust and social influence of consumers,
who create and exchange meaningful content with
their audiences on all digital channels
To drive engagement via authentic social
conversations with known and unknown audiences
while rescuing marketers from a dependence on
broadcast and ad-based distribution models
	
  
A New Category:
To connect the right influencers to the right
content in the right channels at the best times
through data-matching and algorithms
To produce predicable, measurable results
for marketers at any level of expertise through
the automation of influencer marketing best
practices and methods
	
  
1
2
3
4
Influencer
Marketing:
How to Scale
Manual Influencer Marketing won’t
support growth, scalability, and
predictability with results.
Influencer Marketing is not a core value proposition.
However, it can quickly be added to the overall
digital strategy with automation.
Influencer Marketing expertise is rare. Finding,
training, and keeping talent is expensive in terms of
cost and resources. It’s much easier to build
expertise through automation.
10
22
Agencies
Brands	
  
WHO IS
TAPINFLUENCE?
Inc. Magazine and Forbes say we’re:
Redefining the marketing equation with intelligent software that gives brands and agencies
a proven, measurable path to consumer influence and impact
Fueling trust-driven conversations around brands and products through a powerful
marketplace of content creators and social-media innovators
Helping marketers scale research, engagement, and influence through deep analytics
23
A few clients we work with:
Interested in Learning More?
THANK
YOU!
QUESTIONS?
Email us at: predictions@tapinfluence.com
(1)  - (http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
(2)  - https://reutersinstitute.politics.ox.ac.uk/sites/default/files/Reuters%20Institute%20Digital%20News%20Report
%202015_Full%20Report.pdf
(3) - http://www.adweek.com/prnewser/ogilvy-cannes-study-behold-the-power-of-word-of-mouth/95190?red=pr
(4) - http://blog.tomoson.com/influencer-marketing-study/
(5) - https://www.forrester.com/The+Forrester+Wave+Social+Relationship+Platforms+Q2+2015/fulltext/-/E-res120645
(6) - http://www.prweb.com/releases/2011/4/prweb8300514.htm
(7) - http://www.convinceandconvert.com/digital-marketing/influencer-marketing-for-businesses/
(8) - http://www.itbusinessnet.com/articles/viewarticle.jsp?id=3415100
(10) - http://technorati.com/wp-content/uploads/2013/06/tm2013DIR1.pdf
(11) - Based on 2013 Technorati estimate, applying CAGR of 18.18% consistent with Forrester expectations of social media
market http://technorati.com/wp-content/uploads/2013/06/tm2013DIR1.pdf
(12) - http://www.itbusinessnet.com/articles/viewarticle.jsp?id=3415100
(13) - http://innetwork.net/2015/05/6-basic-steps-manage-influencer-outreach-campaigns/
(14) - http://branderati.com/the-age-of-advocacy-and-influence-26-stats-marketers-should-know/
25
Index

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The Future of Influencer Marketing - Predictions for 2015 2016

  • 2. TABLE OF CONTENTS Executive Summary Prediction 1: Traditional Tactics Won’t Convince Consumers……………… 4 Prediction 2: The “New, Trusted Web” Will Present New Challenges………6 Prediction 3: Influencer Marketing Will Deepen Customer Relationships…….....…10 Prediction 4: Content Distribution Will Drive Content Creation……………..….12 Prediction 5: Influencer Marketing Will Allow Marketers to Be More Efficient…..15 Prediction 6: Influencer Marketing Will Require Automation……………………21 Index 3   3
  • 3. Prediction 1: Traditional Tactics Won’t Convince Consumers 4
  • 4. Purchase Decisions Now Happen Outside of Traditional Channels Of online consumers use ad block(2) Rely on social networks to guide purchase decisions (3) Of people trust strangers over brands (1) 47% 92% 74% 5
  • 5. Prediction 2: The “New, Trusted Web” Will Present New Challenges 6
  • 6. Influencer Marketing: The Foundation of the Trusted Web …FOR BRANDS Consumers demand transparency and authenticity. They look to their networks for recommendations, rejecting claims brands make about themselves. Influencers deliver authentic brand messages— right inside consumers’ existing, trusted networks. Brands know this, and need to know how to connect with influencers, manage the influencer process, and measure the ROI of influencer efforts. 7
  • 7. Influencer Marketing: The Foundation of the Trusted Web …FOR BRANDS Consumers demand transparency and authenticity. They look to their networks for recommendations, rejecting claims brands make about themselves. Influencers deliver authentic brand messages— right inside consumers’ existing, trusted networks. Brands know this, and need to know how to connect with influencers, manage the influencer process, and measure the ROI of influencer efforts. …FOR AGENCIES Agencies joined the social game at their clients’ requests. But the content creation and distribution cycles are exhausting, as finding the right talent with influence over the right niche markets is a full- time job. And managing and executing influencer programs? It’s beyond agency expertise. 8
  • 8. Influencer Marketing: The Foundation of the Trusted Web …FOR BRANDS Consumers demand transparency and authenticity. They look to their networks for recommendations, rejecting claims brands make about themselves. Influencers deliver authentic brand messages— right inside consumers’ existing, trusted networks. Brands know this, and need to know how to connect with influencers, manage the influencer process, and measure the ROI of influencer efforts. …FOR AGENCIES Agencies joined the social game at their clients’ requests. But the content creation and distribution cycles are exhausting, as finding the right talent with influence over the right niche markets is a full- time job. And managing and executing influencer programs? It’s beyond agency expertise. …FOR INFLUENCERS Making connections: That’s the superpower of the influencer. Armed with a particular point of view, and as passionate about their interests as they are their followers, influencers transformed a creative release into a primary source of income. Because the trust of their audiences means everything, opportunities to monetize must never come at the cost of creativity or authenticity. 9
  • 9. Prediction 3: Influencer Marketing Will Deepen Customer Relationships 10
  • 10. Authentic Content, From Trusted Voices 11 70% of consumers reported online customer reviews as the second most trusted source (6)   47% 35% 51% of U.S. readers consult blogs for finding new trends and ideas(6) of U.S. readers look to blogs for discovering new products(6) of marketers say influencer marketing produces better customers (4)   One TapInfluence CPG customer found brand advocates created through influencer marketing spend 35% more on their products!
  • 11. Prediction 4: Content Distribution Will Drive Content Creation 12
  • 12. Distribution Is Important, but Still Puzzles Marketers Of marketers say that “targeting precision” is the top attribute of a content marketing campaign (12) Yet the number one method of distribution for content marketing programs is the company website (12) Are not satisfied with their ability to distribute content to the right audiences (12) 65% 47% 87% 13
  • 13. Think “Distribution” to Maximize Your Influencer Marketing Efforts Sharing your content through influencers in your industry will triple conversions, in some cases increasing conversions by a factor of 10. (14) 14
  • 14. Prediction 5: Influencer Marketing Will Allow Marketers to Be More Efficient 15
  • 15. Influencer Marketing Budgets and Expectations: Increasing As digital marketing portfolios expand to welcome Influencer Marketing, brands and agencies will need to scale and measure to create predictability. How will we do it?16 Consider:   73% of marketers will have budget for Influencer Marketing (5) 59% plan to increase the influencer budget in the next year (10) It’s estimated $336 million will be spent on Influencer Marketing in 2015(11)
  • 16. Influencer Marketing: How Is It Done? 17 Identify influencers Cold email influencers with an opportunity Negotiate rates for creating and distributing content Manage the influencers through the process of content creation Measure and report on influencer and content performance 2 1 3 4 5
  • 17. Influencer Marketing: Executed by Senior Resources In less than two months, there was 27% growth in professionals citing Influencer Marketing as a skillset.(9) Who Runs an Influencer Marketing Program? Senior Digital Communications Manager $80k salary $38.50/hr 18
  • 18. AUTOMATED THE MANUAL WAY IDENTIFICATION (200 INFLUENCERS FOR TARGET OF 20 INFLUENCERS) 5 HOURS X $38.50 = $192.50 40 HOURS X $38.50 = $1540(13) OUTREACH (200 INFLUENCERS) N/A, INFLUENCERS ARE OPT-IN 200 INFLUENCERS, 10-15 MIN (ea) VIA EMAIL 40 HOURS X $38.50 = $1540 NEGOTIATIONS 0.5 HOURS X $38.50 = $19.25 20 INFLUENCERS X 1 HOUR X $38.50 = $770 CONTENT CREATION MANAGEMENT 8 HOURS X $38.50 = $308 80 HOURS X $38.50 = $3080 DAILY MEASUREMENT & REPORTING 0.25 HOURS X 5 DAYS X 4 WEEKS = $192.50 2 HOURS X 5 DAYS X 4 WEEKS = 40 HOURS X $38.50 = $1540 COST OF YOUR TIME $712.25 FOR A SAVINGS OF $7,754.75 AND ALMOST 200 HOURS! $8,470.00 Manual Influencer Marketing: Highly Inefficient 19
  • 19. Prediction 6: Influencer Marketing Will Require Automation 20
  • 20. Influencer Marketing Automation Why? 21 To engineer a new era of customer intimacy that harnesses the trust and social influence of consumers, who create and exchange meaningful content with their audiences on all digital channels To drive engagement via authentic social conversations with known and unknown audiences while rescuing marketers from a dependence on broadcast and ad-based distribution models   A New Category: To connect the right influencers to the right content in the right channels at the best times through data-matching and algorithms To produce predicable, measurable results for marketers at any level of expertise through the automation of influencer marketing best practices and methods   1 2 3 4
  • 21. Influencer Marketing: How to Scale Manual Influencer Marketing won’t support growth, scalability, and predictability with results. Influencer Marketing is not a core value proposition. However, it can quickly be added to the overall digital strategy with automation. Influencer Marketing expertise is rare. Finding, training, and keeping talent is expensive in terms of cost and resources. It’s much easier to build expertise through automation. 10 22 Agencies Brands  
  • 22. WHO IS TAPINFLUENCE? Inc. Magazine and Forbes say we’re: Redefining the marketing equation with intelligent software that gives brands and agencies a proven, measurable path to consumer influence and impact Fueling trust-driven conversations around brands and products through a powerful marketplace of content creators and social-media innovators Helping marketers scale research, engagement, and influence through deep analytics 23 A few clients we work with:
  • 23. Interested in Learning More? THANK YOU! QUESTIONS? Email us at: predictions@tapinfluence.com
  • 24. (1)  - (http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html (2)  - https://reutersinstitute.politics.ox.ac.uk/sites/default/files/Reuters%20Institute%20Digital%20News%20Report %202015_Full%20Report.pdf (3) - http://www.adweek.com/prnewser/ogilvy-cannes-study-behold-the-power-of-word-of-mouth/95190?red=pr (4) - http://blog.tomoson.com/influencer-marketing-study/ (5) - https://www.forrester.com/The+Forrester+Wave+Social+Relationship+Platforms+Q2+2015/fulltext/-/E-res120645 (6) - http://www.prweb.com/releases/2011/4/prweb8300514.htm (7) - http://www.convinceandconvert.com/digital-marketing/influencer-marketing-for-businesses/ (8) - http://www.itbusinessnet.com/articles/viewarticle.jsp?id=3415100 (10) - http://technorati.com/wp-content/uploads/2013/06/tm2013DIR1.pdf (11) - Based on 2013 Technorati estimate, applying CAGR of 18.18% consistent with Forrester expectations of social media market http://technorati.com/wp-content/uploads/2013/06/tm2013DIR1.pdf (12) - http://www.itbusinessnet.com/articles/viewarticle.jsp?id=3415100 (13) - http://innetwork.net/2015/05/6-basic-steps-manage-influencer-outreach-campaigns/ (14) - http://branderati.com/the-age-of-advocacy-and-influence-26-stats-marketers-should-know/ 25 Index