SlideShare a Scribd company logo
2020
True Influence
marketing KPI’s
2 TYPES
OF KEY INDICATORS
PERCEPTION SALES
Allows you to measure the
impact of your campaign
on how your brand is
perceived
Allows you to measure
the impact of your
campaign on your
ecommerce sales
For brands
INDICATORS
THAT ARE NOT EXTENSIVE
REACH ENGAGEMENT INTERACTION
These are operational indicators, but what is the REAL impact of an
influence campaign on a business?
INFLUENCE
IMPACT
Influence4You is launching
“INFLUENCE IMPACT”
to really measure the actual change
in the behaviour of the
communities that your campaign
reaches.
THE METHOD (Step 1/3) :
IDENTIFICATION OF THE PANEL
Neutral Panel
Adjusted Panel
(audience comparable to that of the
influencer)
Influencers Audience
THE METHOD (Step 2/3) :
4 QUESTIONS
Knowledge
“Which of these
brands do you
know?”
Preference
“Which of these
brands do you
prefer?”
Intention of buying
“Do you intend to
buy one of the
brands products?”
Thematic
“Would you like to
work for them?”
See the example of Fortuneo: https://stephanebouillet.typeform.com/to/Gar8b6
THE METHOD (Step 3/3) :
THE VISUAL OUTCOME Knowledge
Intention of buying
PreferenceOther questions?
Non exposed population
Adjusted panel
Exposed population
THE METHOD (Step 3/3) :
THE FIGURES
Your influence impact, 30 days after the end of the campaign. Cost : €1900 (price does not include product gifting) which covers the implementation of the study,
opplicable on any campaign over €20k
+32% +142% +52%
Knowledge Preference Intention of
buying
+140K
unique people reached
(nb of views / reach)
INFLUENCE IMPACT: the change in behviour of those actually
exposed to the campaign
QUALI QUANTI
For e-commerce
retailers
INFLUENCE AND PERFORMANCE
“We do not do
campaigns based on
performance / affiliation
in influence marketing”
IT’S TRUE! Influence marketing
is not only a cost efficient
media: it’s A LOT MORE THAN
THAT!
INFLUENCE FOR E-COMMERCE RETAILERS
40
trafic driven to
your site
30
notoriety
development
30
content creation
* expertise Influence4You
For €100 invested*
We cannot directly compare
influence marketing to Google
Ad’s because Influence gives us
more; original content in addition
to notoriety and traffic driven to
your site!
To do it, you need to breakdown
your budget.
CPM &
REAL ACQUISITION COSTS
Notoriety
30%
Indirect visits
15%
Direct visits
25%
Production
30%
Acquisition cost of the
client
Cost of real contact
€0.06 / contact
actually exposed
(or CPM)
€0.17 / visite €0.63 / leads €12.65 / client
Nb of views, or
reach
Nb of tracked
visits
Nb of tracked
leads
Nb of clients
Cost of direct visit
Acquisition cost of
the lead
Stéphane BOUILLET
CEO
Tel – 01 80 88 41 21
contact@influence4you.com
INFLUENCE
YOU’LL LIKE

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True Influence Marketing KPI's

  • 2. 2 TYPES OF KEY INDICATORS PERCEPTION SALES Allows you to measure the impact of your campaign on how your brand is perceived Allows you to measure the impact of your campaign on your ecommerce sales
  • 4. INDICATORS THAT ARE NOT EXTENSIVE REACH ENGAGEMENT INTERACTION These are operational indicators, but what is the REAL impact of an influence campaign on a business?
  • 5. INFLUENCE IMPACT Influence4You is launching “INFLUENCE IMPACT” to really measure the actual change in the behaviour of the communities that your campaign reaches.
  • 6. THE METHOD (Step 1/3) : IDENTIFICATION OF THE PANEL Neutral Panel Adjusted Panel (audience comparable to that of the influencer) Influencers Audience
  • 7. THE METHOD (Step 2/3) : 4 QUESTIONS Knowledge “Which of these brands do you know?” Preference “Which of these brands do you prefer?” Intention of buying “Do you intend to buy one of the brands products?” Thematic “Would you like to work for them?” See the example of Fortuneo: https://stephanebouillet.typeform.com/to/Gar8b6
  • 8. THE METHOD (Step 3/3) : THE VISUAL OUTCOME Knowledge Intention of buying PreferenceOther questions? Non exposed population Adjusted panel Exposed population
  • 9. THE METHOD (Step 3/3) : THE FIGURES Your influence impact, 30 days after the end of the campaign. Cost : €1900 (price does not include product gifting) which covers the implementation of the study, opplicable on any campaign over €20k +32% +142% +52% Knowledge Preference Intention of buying +140K unique people reached (nb of views / reach) INFLUENCE IMPACT: the change in behviour of those actually exposed to the campaign QUALI QUANTI
  • 11. INFLUENCE AND PERFORMANCE “We do not do campaigns based on performance / affiliation in influence marketing” IT’S TRUE! Influence marketing is not only a cost efficient media: it’s A LOT MORE THAN THAT!
  • 12. INFLUENCE FOR E-COMMERCE RETAILERS 40 trafic driven to your site 30 notoriety development 30 content creation * expertise Influence4You For €100 invested* We cannot directly compare influence marketing to Google Ad’s because Influence gives us more; original content in addition to notoriety and traffic driven to your site! To do it, you need to breakdown your budget.
  • 13. CPM & REAL ACQUISITION COSTS Notoriety 30% Indirect visits 15% Direct visits 25% Production 30% Acquisition cost of the client Cost of real contact €0.06 / contact actually exposed (or CPM) €0.17 / visite €0.63 / leads €12.65 / client Nb of views, or reach Nb of tracked visits Nb of tracked leads Nb of clients Cost of direct visit Acquisition cost of the lead
  • 14. Stéphane BOUILLET CEO Tel – 01 80 88 41 21 contact@influence4you.com INFLUENCE YOU’LL LIKE