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SMCKC August Breakfast - Influencer Bootcamp with FleishmanHillard

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FleishmanHillard's team maps out best practices for identifying and engaging the right influencer mix for your brand.

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SMCKC August Breakfast - Influencer Bootcamp with FleishmanHillard

  1. 1. About Us Mandy Levings @MandyLevings Justin Goldsborough @JGoldsborough Allie Wilmes @awilmes
  2. 2. Overview • Why Influencer Marketing? • Influencer Marketing Landscape • Case Studies • FTC Guidelines
  3. 3. Influencer Marketing is the New King of Content Influencer content is authentic, creative and useful. Can you say the same for your branded content? Content Marketing Influencer Marketing 5
  4. 4. INFLUENCER MARKETING LANDSCAPE
  5. 5. TREND #1: Beyond the Blog • Over 400 hours of video are uploaded to YouTube each minute. On mobile alone, YouTube reaches more 18-49 year olds during prime time than the top 10 TV shows combined. • Industry estimates say brands spend more than $1 billion per year on sponsored Instagram posts.
  6. 6. TREND #2: The Changing Value Exchange • Seventy five percent of social influencers are unsure or believe they are not being fairly compensated. • Close to 85 percent of influencers accept payment for posts. • The average cost for a sponsored blog post is $200-$500. • Compensation is not affiliate partnerships, running ads on their blogs or product trades. • Partnerships may work harder for the brand at a similar investment with volume discounting and bundling strategies.
  7. 7. Influencer Continuum Events Product Review Earned Content Paid Spokesperson HQ Tours Blogger Conferences Product Giveaway LowMediumHigh $$$$ (Contract) Value Exchange $ (Product) $$$$$ LevelofControl Content Creators (video) Brand Ambassadors Content CreatorsTwitter Chat Social Posts SET TARGETS AND KPIS
  8. 8. 50,000 300,000 550,000 800,000 0 1 2 3 4 5 6 7 8 9 10 Compensation "Last year was definitely my most profitable," she says. "I hate talking about money, but let's just say it's more than I could have ever imagined as a 22 year old. I fully support myself, and it's in the mid-six figures.”Quality/Content Creation Reach 10 Product Reviews & Giveaways Original Content Creation
  9. 9. Impressions Clicks Click-thru Rate Followers Engagements (Likes, Comments, Shares) Engagement Rate Subscribers Views View Rate Quantitative Assessment MERGE ART AND SCIENCE 11
  10. 10. Contracts • Scope of Work • Content requirements • Usage rights • Required disclosures • Exclusivity • Compensation • Terms 12
  11. 11. CASE STUDIES
  12. 12. Hallmark: Measuring Sales Impact Blogger Partnerships | In-Store Marketing Search | Direct Mail | Sweepstakes Digital Advertising | Paid + Earned Social Email | Hallmark.com Internal Communications Results • Exceeded transaction goal by 113% • 18% growth in Hallmark social channels • 160 million impressions 14
  13. 13. EA Sports: Madden ‘15 Let It Burn RESULTS • Game sales spiked more than 12% YOY, and jumped 4% among young consumers. • More than 21 million views in less than a week • #MaddenSeason trended No. 1 on Facebook, No 2 on Twitter
  14. 14. Sleep Number: Influencer Content is King RESULTS • Partnered with influencers to create SIQ Kids content • Exceeded brand’s click-thru rate KPI by 106% • Decreased its cost-per-website click by $0.30 vs branded paid social media MEASURE AND OPTIMIZE 16
  15. 15. Chevy: #DayItForward Results • Drove 12.3 million video views • Generated 31K #DayItForward mentions • Garnered highest SOV ever for an automotive company promoted trend 17
  16. 16. Children’s Mercy Hospital: #CMHMoms IRL Kick-Off Event Ongoing Content Series Live Chats with CMH Doctors Results • Engaged 10 local moms and two media partners • In first 5-Months drove: • 615 social media posts • 6.4M impressions • 5,391 engagements 18
  17. 17. Hallmark: Shoebox Re-launch Most viewed Hallmark YouTube video, with nearly 5 million views (and growing!) RESULTS • Increase in Shoebox card sales YOY • 105,246 followers across all social channels (303% beyond original goal) • 4% increase in overall awareness of Shoebox from May to December • 1.28 billion total impressions (141% beyond original goal) • 18.4 million content actions (84% beyond goal)
  18. 18. Essense Designs: New Collection Launch Results • Partnered with 10 influencers to drive awareness and store locator searches • Generated 12.6MM impressions and 45.5K engagements • Drove 2.7% campaign CTR, exceeding 1% benchmark • Drove 375 conversions 20
  19. 19. Udi’s & Pizza Hut: Recipe for Success Results • Earned 507M media impressions • Earned 926 M social impressions • Drove 2,520 pizzas on Super Bowl Sunday • Drove 53% increase in traffic to Udi’s website
  20. 20. Banking on Influencers: Blog and Pinterest Results: YNAB • Drove awareness and clicks • CTR exceed campaign benchmark Results: Bank of America • Drove 6M social impressions • Generated 29K re- pins 22
  21. 21. FTC GUIDELINES
  22. 22. The Red Flags Keep Coming 24
  23. 23. The FTC is Serious 25
  24. 24. What is Your Role? Reach out to influencers who are not remaining compliant with the FTC’s guidelines.Instruct consumers about their responsibilities to disclose their connection to your business. Advertisers must explain to influencers what they can and can’t say about products.
  25. 25. Questions? Mandy Levings @MandyLevings Mandy.Levings@Fleishman.com Justin Goldsborough @Jgoldsborough Justin.Goldsborough@Fleishman.com Allie Wilmes @awilmes Allie.Wilmes@Fleishman.com
  26. 26. THANK YOU!
  27. 27. • “I have made a purchase based on a social media recommendation” (92%) – Blogs (80%) – Facebook (72%) – Twitter (33%) – Pinterest (30%) • “I have made a purchase for my child based on a social media recommendation” (87%) – Toys (73%) – Apparel (55%) – Books (38%) – Food (37%) – Apps (36%) • “I have made a purchase for myself based on a social media recommendation” (89%) – Apparel (51%) – House cleaning supplies (47%) – Food (47%) – Health & beauty products (46%) Impact on Moms’ Decisions

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