The Future of Influencer Marketing - The Future of Marketing
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This document discusses influencer marketing and how it is becoming an increasingly important tool for brands. It notes that trust in traditional advertising is declining, especially among millennials, but people trust recommendations from influencers and experts. The document also shares statistics on how influencer marketing spending has grown significantly in recent years and is projected to reach $1 billion by 2018. It promotes a company called Mattr that helps brands identify and engage influencers for marketing campaigns.
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The Future of Influencer Marketing - The Future of Marketing
- 1. Discover Influencers. Engage Your Audience. Enlighten Your Brand Research
- 2. Less than 1 person out of 1000 clicks on ads 2010 2015 .06% Source: SmartInsights 2015 www.mattr.co
- 3. Only 6% of Millennials trust advertising (Gen Z is <1%) Source: Razorfish 2015, Nielsen www.mattr.co
- 4. Millennials trust strangers before advertisers Word-of-Mouth Reviews from Experts Brand direct advertising Reviews from Consumers Source: Razorfish 2015, Nielsen www.mattr.co
- 5. 201 4 $300m 201 6 $559 m 201 7 $889 m 201 5 $451 m 201 8 $1.1 b Source: Technorati, Statista, Brands will spend $1b on Influencer Marketing by 2018 201 3 $172m 201 2 $147m www.mattr.co
- 7. www.mattr.co
- 8. Their most negative post www.mattr.co
- 9. Their most vulgar post www.mattr.co
- 10. www.mattr.co
- 11. www.mattr.co
- 12. www.mattr.co
- 13. www.mattr.co
- 14. www.mattr.co
- 15. www.mattr.co
- 16. Aggregate 1000 Influencer Insights www.mattr.co
- 17. Pay only when people engage www.mattr.co
- 18. Link to the Resort’s Instagram Page www.mattr.co
- 19. www.mattr.co
- 20. Convert customers into influencers
- 21. www.mattr.co
- 22. A well-rounded team keeping it weird in Austin • 15 people: Enterprise sales, market research, MIT artificial intelligence, advertising, cloud platforms • Worked together for 5+ years
- 23. To summarize... • The new way is the old way • Trust is a must. But do your homework • Everyone’s an influencer www.mattr.co
Editor's Notes
- And ads have a miserable success rate. Digital advertisers have been chasing clickthroughs for years. When results go down, they move to a new platform or new annoying tactic – all to capture less than one person out of 1000. What other product do you buy that a one out of a thousand success rate is acceptable?
- And this is now; the next 2 generations of consumers will make 1/1000 look like a rousing success.
- Here’s what we do know: Millennials buy based on advice from friends and strangers they trust – not ads. There is a new strategy - it turns out that the NEW WAY IS THE OLD WAY – word of mouth – but it’s high tech word of mouth Influencer Marketing.
- CPG, fashion, and travel brands are rushing to figure this out before competitors pass them by. Brands in the US are projected double their budgets for influencer marketing in just 3 years.
- let’s look at a big example: Mattr recently helped with the global launch of the new mustang. Their challenge: who’s the buyer of this car in Sydney? London? New York? Mattr tracked the campaign in real time and, in the first 8 hours, determined the one celebrity who the majority of these millions loved – it was not a country singer it was not a US TV host; it was a Canadian rapper named..Drake. What unfolded next was a prime example of viral earned media.
- By the end of the day after Drake shared Ford’s post, 116,253 people liked it. 2,433 people commented on it. Now, while this campaign was a big success for Mattr and Ford, and yet I’ll bet you can’t imagine your brand paying $100,000 for one post from one celebrity, one time.
- First we’ll show you their most negative post
- as well as their most vulgar. You can decide whether or not they’re acceptable.
- For example, who influences green, adventurous people in the US?
- Or trendy people in france who don’t care about price
- Or techies in the UK who do care about budget.
- And we show you more than the celebrities for these segments.
- You can find your own mid-level experts
- Next, we can match the values of an influencer’s audience to your brand’s values. This way, you can find like-minded influencers who also have like-minded audiences. You’ll see celebrities, mid-level experts and the mighty micro-influencer. These are the real people with passionate, authentic interests – and a very loyal following.
- Let’s look into the platform. If you can use Google and Facebook, you can use Mattr –it’s dead simple to use. As an example, let’s plan a campaign for Bermuda for the holidays. We’ve searched for and aggregated 1000 influential people who’ve talked about bermuda into a report. Now I can see that the majority are very green and very price sensitive. So consider a pricing promotion for an ecotour. You can then recruit influencers from this list to help promote your campaign. And the ease of use? This took 20 minutes. How long would it take you to find and vet 1000 influencers?
- Or you can use our platform to activate, instead. Virtual Agent is very well suited to hotels and airlines because to drive traffic to your sites you don’t need a long blog that, btw, millennials aren’t going to read anyway. With Mattr’s Virtual Agent, you can search for, then activate hundreds of authentic micro-influencers all at one time – with just a few clicks. Mattr handles all the hard stuff and YOU ONLY PAY WHEN PEOPLE ENGAGE. Now this is a feature upgrade to a platform subscription, however.
- Here’s the future of influencer marketing – not blogs - a beautiful Instagram picture, with almost 10k people loving it, and over a hundred comments from all over the world.
- The old way – Here’s the top hit on Google for a Bermuda blog. No comments. Page views? There could be a lot. But I have no idea who these people are.
- Do you ever wonder what your loyalty members are saying about you on social? We can load them into our platform for you. Then you can convert them into brand ambassadors.
- Here are just a few forward-thinking brands that agree with our approach. And Mattr was honored to be named one of the 50 most innovative marketing companies in the world at Cannes this year.
- Mattr’s leadership team came from my first startup, which I ran for 8 years. We’re funding Mattr with its proceeds. We have complementary skillsets and the right expertise to make the vision happen.
- To summarize, the way to get your message out in the future is old way but using a new smart way. Next, brands will have to feel confident that influencers and their audiences will make great ambassadors. Mattr’s the only solution that allows you to see if an influencer shares your values. Last, we all trust regular people more than celebrities. Mattr is the only solution that lets you activate hundreds of authentic micro-influencers to give your brand the attention it deserves. One last thing: I’d like you to meet a real micro-influencer....
- Me. I’m a micro-influencer for a great butcher shop in Austin that sells only Texas meat. I get a friends and family discount for posting pictures like this and tagging them. This was picked up by a bigger influencer who reposted it. And btw, if you come to Austin, you’re invited over. I’ll really appreciate your vote.