SlideShare a Scribd company logo
INFLUENCER MARKETING
USING THE POWER OF SOCIAL NETWORKING
TO REACH NEW CUSTOMERS
Influencer marketing dates back to the late 19th
century when companies began paying celebrities
to endorse products like cigarettes and home goods.
The rising popularity
of movies amplified
the power of celebrity
endorsements; fans
wanted to emulate
the stars they saw on
the screen.
https://theamericanadvertisement.wordpress.com/the-revolutionary-years-1900-1950/
HARNESSING THE POWER OF CELEBRITY
Advertisers capitalized on
the popularity of radio, film,
and television's most beloved
stars, like Elizabeth Taylor.
Each medium brought a new
era of celebrity endorsements.
https://envisioningtheamericandream.files.wordpress.com
HOLLYWOOD'S GOLDEN AGE
IS WORTH PLENTY OF GOLD
Advertisers of the 1950s sold lifestyles,
not products. Instead of showing
consumers the benefits of items or
demonstrating how they compared to
competitors’ goods, advertisers gave
consumers a glimpse of how the
products could improve their lives.
Public Domain
MARKETING A LIFESTYLE
Public Domain
During the 20th century, interest
in psychology also grew as people
wanted to understand the forces
influencing behavior.
This prompted several landmark
studies in the fields of psychology
and communication.
INVESTIGATING THE
PHENOMENON OF BEHAVIOR
One landmark study of the period is
Personal Influence (1955) by Lazarsfeld &
Katz. In it, the authors theorize that ideas
move from the media to the general public
through channels called “opinion leaders.”
The study notes that opinion
leaders are successful at
changing others’ behavior
and beliefs because of
their similarity to those
they influence.
Public Domain
THE POWER OF
PERSONAL INFLUENCE
In the following decade, Stanley
Milgram published the book Six Degrees
of Separation, which discusses a study
he conducted to determine how many
acquaintances separate two randomly
selected people. Milgram's work helped
bring the concept of social networks to
the mainstream.
Daniel, CC BY-SA 3.0
MAKING THE WORLD
A LITTLE SMALLER
By the time Malcolm Gladwell
wrote his 2000 bestseller, The
Tipping Point, the Internet was
changing the face of marketing.
It gave connectors a new venue
for introducing the members
of their networks, provided a
forum where experts could
share their information, and
created avenues for salesmen
to persuade the public.
Unenthusiastic, CC BY-SA 4.0
THE POWER OF ONE
CC0 Public Domain
THE POWER OF ACQUAINTANCES
In 2003, sociologist Duncan Watts
revisited Milgram's theory on social
connectivity, arguing that merely
being in someone's social network
doesn't automatically convey influence.
According to Watts, acquaintances
may provide more valuable information
to people other than their close
friends, an idea that supports the
success of influencer marketing.
In his 2012 report, "vv," Brian Solis
posits that ordinary people now have
the ability to influence behavior
through their social media networks. He
argues that companies and organizations
must learn how to leverage social
media to reach out to customers by
showing how their products & services
improve consumers’ stature on social
media platforms.
CC0 Public Domain
THE RISE OF DIGITAL INFLUENCE
The first mommy blogs appeared in the
early 2000s, and by 2016 there were almost
About 500 of these bloggers are considered
influential, and their endorsements of products
resulted in significant increases in sales for
companies—which led to a spike in endorsements.
Donnie Ray Jones, CC BY 2.0
RISE OF THE MOMMY BLOGGER
MOMMY BLOGS
IN NORTH AMERICA.
4MILLION
RISE OF THE MOMMY BLOGGER
In 2010, Old Spice took influencer marketing to a new level
with its "Smell Like a Man, Man" commercials, which
capitalized on the popularity of the advertisements’
recognizable character. The company sent personalized
messages from the Old Spice Man to celebrities and social
media users with large followings, resulting in more than
Mike Mozart, CC BY 2.0
OLD SPICE TRIES SOMETHING NEW
MILLION
VIEWS IN
ONE WEEK.
Social media creates a new type of celebrity that
utilizes a sense of authenticity to appeal to audiences.
Some of the top influencer agencies are now harnessing
the power of these celebrities’ popularity and ability to
connect with users.
Photo by Gage Skidmore, CC BY-SA 2.0
SOCIAL MEDIA CELEBRITIES
CHANGE THE RULES
According to an April 2016
study published by Google,
YouTube videos now reach a
higher percentage of the 18–49
age demographic than broadcast
and cable TV channels. YouTube
influencer marketing represents an
innovative, integrated opportunity
to reach target markets and drive
consumer action via video reviews,
product unboxings, and more.
YOUTUBE
The beauty of Instagram
lies in its simplicity, which
encourages high levels of
user interaction at an average
3+% user engagement rate.
Instagram influencers engage
in marketing campaigns via
posting, tagging, liking, and
hashtagging photos to reach
audiences quickly.
12
INSTAGRAM
Facebook supports a diverse
range of content types
which decidedly illustrates its value as a
marketing platform. With over 1.7 billion users
around the globe, collaborating with Facebook
influencers represents a compelling way for
brands to engage with consumers they
otherwise may not reach.
Video Links Photos Live-streamingAds
FACEBOOK
IZEA offers influencer marketing at scale, giving clients access
to a network of social media influencers. Reaching more than
IZEA is revolutionizing influencer marketing through
thoughtful campaigns and innovation.
PEOPLE THROUGH ALL
SOCIAL MEDIA CHANNELS,
IZEA
4BILLION

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The History of Influencer Marketing

  • 1. INFLUENCER MARKETING USING THE POWER OF SOCIAL NETWORKING TO REACH NEW CUSTOMERS
  • 2. Influencer marketing dates back to the late 19th century when companies began paying celebrities to endorse products like cigarettes and home goods. The rising popularity of movies amplified the power of celebrity endorsements; fans wanted to emulate the stars they saw on the screen. https://theamericanadvertisement.wordpress.com/the-revolutionary-years-1900-1950/ HARNESSING THE POWER OF CELEBRITY
  • 3. Advertisers capitalized on the popularity of radio, film, and television's most beloved stars, like Elizabeth Taylor. Each medium brought a new era of celebrity endorsements. https://envisioningtheamericandream.files.wordpress.com HOLLYWOOD'S GOLDEN AGE IS WORTH PLENTY OF GOLD
  • 4. Advertisers of the 1950s sold lifestyles, not products. Instead of showing consumers the benefits of items or demonstrating how they compared to competitors’ goods, advertisers gave consumers a glimpse of how the products could improve their lives. Public Domain MARKETING A LIFESTYLE
  • 5. Public Domain During the 20th century, interest in psychology also grew as people wanted to understand the forces influencing behavior. This prompted several landmark studies in the fields of psychology and communication. INVESTIGATING THE PHENOMENON OF BEHAVIOR
  • 6. One landmark study of the period is Personal Influence (1955) by Lazarsfeld & Katz. In it, the authors theorize that ideas move from the media to the general public through channels called “opinion leaders.” The study notes that opinion leaders are successful at changing others’ behavior and beliefs because of their similarity to those they influence. Public Domain THE POWER OF PERSONAL INFLUENCE
  • 7. In the following decade, Stanley Milgram published the book Six Degrees of Separation, which discusses a study he conducted to determine how many acquaintances separate two randomly selected people. Milgram's work helped bring the concept of social networks to the mainstream. Daniel, CC BY-SA 3.0 MAKING THE WORLD A LITTLE SMALLER
  • 8. By the time Malcolm Gladwell wrote his 2000 bestseller, The Tipping Point, the Internet was changing the face of marketing. It gave connectors a new venue for introducing the members of their networks, provided a forum where experts could share their information, and created avenues for salesmen to persuade the public. Unenthusiastic, CC BY-SA 4.0 THE POWER OF ONE
  • 9. CC0 Public Domain THE POWER OF ACQUAINTANCES In 2003, sociologist Duncan Watts revisited Milgram's theory on social connectivity, arguing that merely being in someone's social network doesn't automatically convey influence. According to Watts, acquaintances may provide more valuable information to people other than their close friends, an idea that supports the success of influencer marketing.
  • 10. In his 2012 report, "vv," Brian Solis posits that ordinary people now have the ability to influence behavior through their social media networks. He argues that companies and organizations must learn how to leverage social media to reach out to customers by showing how their products & services improve consumers’ stature on social media platforms. CC0 Public Domain THE RISE OF DIGITAL INFLUENCE
  • 11. The first mommy blogs appeared in the early 2000s, and by 2016 there were almost About 500 of these bloggers are considered influential, and their endorsements of products resulted in significant increases in sales for companies—which led to a spike in endorsements. Donnie Ray Jones, CC BY 2.0 RISE OF THE MOMMY BLOGGER MOMMY BLOGS IN NORTH AMERICA. 4MILLION
  • 12. RISE OF THE MOMMY BLOGGER In 2010, Old Spice took influencer marketing to a new level with its "Smell Like a Man, Man" commercials, which capitalized on the popularity of the advertisements’ recognizable character. The company sent personalized messages from the Old Spice Man to celebrities and social media users with large followings, resulting in more than Mike Mozart, CC BY 2.0 OLD SPICE TRIES SOMETHING NEW MILLION VIEWS IN ONE WEEK.
  • 13. Social media creates a new type of celebrity that utilizes a sense of authenticity to appeal to audiences. Some of the top influencer agencies are now harnessing the power of these celebrities’ popularity and ability to connect with users. Photo by Gage Skidmore, CC BY-SA 2.0 SOCIAL MEDIA CELEBRITIES CHANGE THE RULES
  • 14. According to an April 2016 study published by Google, YouTube videos now reach a higher percentage of the 18–49 age demographic than broadcast and cable TV channels. YouTube influencer marketing represents an innovative, integrated opportunity to reach target markets and drive consumer action via video reviews, product unboxings, and more. YOUTUBE
  • 15. The beauty of Instagram lies in its simplicity, which encourages high levels of user interaction at an average 3+% user engagement rate. Instagram influencers engage in marketing campaigns via posting, tagging, liking, and hashtagging photos to reach audiences quickly. 12 INSTAGRAM
  • 16. Facebook supports a diverse range of content types which decidedly illustrates its value as a marketing platform. With over 1.7 billion users around the globe, collaborating with Facebook influencers represents a compelling way for brands to engage with consumers they otherwise may not reach. Video Links Photos Live-streamingAds FACEBOOK
  • 17. IZEA offers influencer marketing at scale, giving clients access to a network of social media influencers. Reaching more than IZEA is revolutionizing influencer marketing through thoughtful campaigns and innovation. PEOPLE THROUGH ALL SOCIAL MEDIA CHANNELS, IZEA 4BILLION