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The ROI of Influencer Marketing

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In the age of authenticity, there’s no greater tool at a marketer’s disposal than influencer marketing. Consumers no longer blindly trust advertisements. Instead, they trust influencers whose judgment has a proven track record. Done right, influencer marketing can communicate a brand’s culture directly to a target audience in a real way. But how do you justify investment in an influencer program, and how do you measure tangible results? How do you go about finding influencers to engage with in the first place? What are realistic goals to set? Which metrics matter and which are simply vanity metrics?

In this panel, our experts will discuss:

Why influencer marketing is one of the most effective marketing tools
How to find talent that is brand-appropriate and also aspirational
What kind of business goals to set with an influencer program
How to track and understand metrics to measure a program’s effectiveness

Published in: Business
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The ROI of Influencer Marketing

  1. 1. The ROI of Influencer Marketing #SMTLive
  2. 2. #SMTLive Thank You to Our Sponsor @Tracx
  3. 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  4. 4. #SMTLive Our Speakers Eric T. Tung is a brand ambassador and thought-leader for brands like Ford, Microsoft, Verizon, and MasterCard, one of the top-40 ranked social media “talents” by Forbes. Follow him on most social networks at EricTTung. @EricTTung Eric Berkowitz is SVP of Global Services at Tracx. Eric has spent the past 10 years building and scaling businesses in social, mobile, and real-time markets. He has developed an expertise in the implementation of technology and service offerings for social media monitoring, analytics, and engagement needs. Eric has an accomplished track record of empowering clients to leverage social media intelligence for strategic and creative business solutions. With experience in client service, sales, and product management roles, Eric has a unique perspective on the ways emerging technologies are ushering in a new age of social consumers and enterprises. His passion for evangelizing cloud-based, disruptive technologies has led to numerous public speaking opportunities and published interviews. @Tracx Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Kathleen Hessert is CEO of Sports Media Challenge, a boutique agency specializing in reputation management, brand enrichment, and social media consulting for sports and entertainment. Hessert's consultancy is trusted and revered by the world’s best in Olympic, professional and college sports. Clients have included NFL MVP Peyton Manning, Derek Jeter, Danica Patrick, Christian Laettner, Universities of Notre Dame, Texas, Michigan, Auburn, and Penn State; ESPN, the Big Ten Network, The Rockettes and entertainer P Diddy, as well as multiple NBA, MLB, and NASCAR teams. As a social media early adopter, Hessert’s vision led to international acclaim with the launch of NBA super star Shaquille O’Neal on Twitter, which was widely credited with taking the platform mainstream. @KathleenHessert
  5. 5. PAGE 5 Shaq Cam shaq MARKETING INFLUENCER @KathleenHessert
  6. 6. #SMTLive 3TYPES INFLUENCERS Platform . Celebrity . Everyday CELEBRITY • organicconnection • accessible&available • flexible &timely • withinbudget • ultra-passionate • engagedfollowing • livesbestpractices • coachable EVERYDAY • community norms • aligned w/ vibe • responsive 2 brand • ultra-engaged PLATFORM
  7. 7. #SMTLive INFLUENCERTalent . Goals . Listening . Metrics INGREDIENTS METRICS • varyforplatform&campaign • setinadvance • don’toverpromise • alignwithbizgoals • reachisn’teverything GOALS • passionate • engaged community • livesbestpractices • geographicallysuitable forofflineintegration • platformsearch • prolific&engaged • magnetic social • reliable TALENT • targetedsearch • IDinfluencers • discoverunexpected contenteasier,faster • post-campaignanalysis providesvaluedinsights • easiertocalculateROI LISTENING
  8. 8. PAGE 8 ESPN 30for30 CASESTUDY Celebrity . Influencers CELEBRITY • lots of upfront planning • leverage other celebs in their circle for advance commitment • approve with celeb’s inner circle • 2 way sharing them to us & vice versus WHAT WE COULD HAVE DELIVERED • deep analytics could have proven value to AT&T • live tweeting drove viewership to #4 Neilsen TV ratings • Could have generated additional sponsorship
  9. 9. PAGE 9 #GOODISWINNING CASESTUDY Platform . Everyday Influencer Combination • 60 passionate millennials chosen 30 onsite- 30 virtual • Instagram & Vine influencers activated prior to visit, during, post • lead influencer enlisted others to join efforts & amplify posts • SMC leveraged relationships with Snapchat & Vine execs for white listing & valuable platform amplification
  10. 10. PAGE 10 CASESTUDY BONUS
  11. 11. PAGE 11 NFL CANADA CASESTUDY Everyday . Influencers - listened for most passionate fans w/ high engagement, geographic placement - contract for accountability - real-time mgmt. - multiple platforms - incent & score - sustained effort - reach
  12. 12. January 26, 2016 The ROI of Influencer Marketing
  13. 13. • Influencers are digital leaders in a specific field, or niche market • A large following or readership does not inherently make a person influential – bigger does not mean better • True influence drives action, not just awareness* - what is the degree to which the audience is engaged? All influencers are not created equally *Jay Baer
  14. 14. Five influencer attributes that matter most 1. Reach – how far do their messages travel; total number of followers across all relevant channels 2. Relevance and relatability – synergy between the brand’s interest and those of the influencer’s 3. Impact – the number of followers who interact with the influencer 4. Quality – the value of the followers – how relevant are they? 5. Activity – when, where and how influencers post
  15. 15. The growing complexity of influencer marketing • Captive audiences of old have shifted their attention to a new breed of online influencers • As influencers and consumers become more discerning, so to must brands dive deeper in metadata that defines these influencers, their relationships and networks • Brands should look beyond social metrics and into psychographics and contextual intelligence to determine the ideal candidates
  16. 16. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  17. 17. #SMTLive Our Speakers Eric T. Tung is a brand ambassador and thought-leader for brands like Ford, Microsoft, Verizon, and MasterCard, one of the top-40 ranked social media “talents” by Forbes. Follow him on most social networks at EricTTung. @EricTTung Eric Berkowitz is SVP of Global Services at Tracx. Eric has spent the past 10 years building and scaling businesses in social, mobile, and real-time markets. He has developed an expertise in the implementation of technology and service offerings for social media monitoring, analytics, and engagement needs. Eric has an accomplished track record of empowering clients to leverage social media intelligence for strategic and creative business solutions. With experience in client service, sales, and product management roles, Eric has a unique perspective on the ways emerging technologies are ushering in a new age of social consumers and enterprises. His passion for evangelizing cloud-based, disruptive technologies has led to numerous public speaking opportunities and published interviews. @Tracx Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Kathleen Hessert is CEO of Sports Media Challenge, a boutique agency specializing in reputation management, brand enrichment, and social media consulting for sports and entertainment. Hessert's consultancy is trusted and revered by the world’s best in Olympic, professional and college sports. Clients have included NFL MVP Peyton Manning, Derek Jeter, Danica Patrick, Christian Laettner, Universities of Notre Dame, Texas, Michigan, Auburn, and Penn State; ESPN, the Big Ten Network, The Rockettes and entertainer P Diddy, as well as multiple NBA, MLB, and NASCAR teams. As a social media early adopter, Hessert’s vision led to international acclaim with the launch of NBA super star Shaquille O’Neal on Twitter, which was widely credited with taking the platform mainstream. @KathleenHessert
  18. 18. #SMTLive Thank You to Our Sponsor @Tracx
  19. 19. #SMTLive Upcoming Webinar February 2nd: Omni-Channel Marketing: Creating the Right Mix for Your Brand

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