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The webinar will start shortly…
Thanks for joining us today!
Tell us where you’re dialing in from!
Hello!
Kathy Baird
Managing Director of Content + Social
Ogilvy North America
Thomas Crampton
Global Managing Director
Soc...
Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: ...
The 2017 Landscape of
Influencer Marketing
February 9, 2017
Update from 2016
1. Tiers of influence are changing
2. Influencers are also content creators
3. Influence as a strategy vs...
There’s more! What’s on tap in 2017?
What we’ll cover today
Trends
Five
Major
Trends
1. Increase in investment
2. Continued focus on micro-influencers
3. Questions on automation
4. Expectat...
1. Increase in investment
Linquiq Survey of 170 marketers, November
2016
The Rise of the ”Micro”
Influencer
• Smaller yet powerful
• Tighter connection to audience
and stronger authority yields
h...
3. What’s the story with automation?
• Inherent need for human eye
• Increase in asks for carefully
curated programs
• Mic...
4. Increased expectations on measurement
“Four out of five US marketers
want measurement of
influencer marketing ROI to
im...
Tapping Into
Advocacy
• Influence increases as
audiences feel a closer
connection to the
messenger
• Brands are expanding ...
Influencer Marketing Examples
Taking A Long Term
View Of Influence
• Creating a Center of
Excellence for Influence
• Approaching IRM at a
category vs. b...
B2C Case Study: Beauty Industry
Mapping Influence
• Determining influence by
brand topic vs. by target
demo
• Leveraging data analysis to
uncovering leadi...
B2B Case Study: Tech Industry
It’s not always easy to incorporate an IRM
program into an existing campaign,
especially if your audience is on the more
s...
Niche Audience Case Study
Tips and Best Practices
IRM Best Practices / Tips and Tricks
Vetting / ID Disclosure Contracting
Measurement &
Amplification
Best Practices: Vetting and Identification
Best Practices: Disclosure
Best Practices: Contracting
When contracting work with an influencer (and
potentially their management) there are many
thi...
Best Practices: Measurement & Amplification
Questions?
Kathy Baird
Managing Director of Content + Social
Ogilvy North America
Thomas Crampton
Global Managing Director...
The Landscape of Influencer Marketing in 2017
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The Landscape of Influencer Marketing in 2017

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Influencer marketing continues to evolve with some brands looking to double their investment in 2017. In this session our team shares their experience, expertise and what to expect in the coming year.

Published in: Marketing
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The Landscape of Influencer Marketing in 2017

  1. 1. The webinar will start shortly… Thanks for joining us today!
  2. 2. Tell us where you’re dialing in from!
  3. 3. Hello! Kathy Baird Managing Director of Content + Social Ogilvy North America Thomas Crampton Global Managing Director Social@Ogilvy Kate Stoller Senior Account Executive Ogilvy PR Chicago José Arteaga Creative Digital Strategist Social@Ogilvy Ben Rissman EVP and Group Director Social@Ogilvy
  4. 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  5. 5. The 2017 Landscape of Influencer Marketing February 9, 2017
  6. 6. Update from 2016 1. Tiers of influence are changing 2. Influencers are also content creators 3. Influence as a strategy vs. a tactic 4. More sophistication in technology 5. Increasing eye on disclosure All still important, but…
  7. 7. There’s more! What’s on tap in 2017?
  8. 8. What we’ll cover today
  9. 9. Trends
  10. 10. Five Major Trends 1. Increase in investment 2. Continued focus on micro-influencers 3. Questions on automation 4. Expectations on measurement 5. Leveraging advocacy What’s the Latest in 2017?
  11. 11. 1. Increase in investment Linquiq Survey of 170 marketers, November 2016
  12. 12. The Rise of the ”Micro” Influencer • Smaller yet powerful • Tighter connection to audience and stronger authority yields higher level of outcomes • Technology and IRM platforms facilitating easier activation and management 2. Continued focus on micro-influencers
  13. 13. 3. What’s the story with automation? • Inherent need for human eye • Increase in asks for carefully curated programs • Micro-influencers are reluctant to be “bought”
  14. 14. 4. Increased expectations on measurement “Four out of five US marketers want measurement of influencer marketing ROI to improve.” • Feeling that measurement capabilities lag • Desire for better attribution • Expect more data from influencers
  15. 15. Tapping Into Advocacy • Influence increases as audiences feel a closer connection to the messenger • Brands are expanding the sphere of influence to include everyday customers and employees 15 5. Leveraging customer and employee advocacy
  16. 16. Influencer Marketing Examples
  17. 17. Taking A Long Term View Of Influence • Creating a Center of Excellence for Influence • Approaching IRM at a category vs. brand level to drive efficiency • Building long-term relationships with influencers for continuity 17 As influencer marketing matures, the work will span several organizational functions, demand higher levels of expertise, and require more cross-functional leadership. B2C Approach
  18. 18. B2C Case Study: Beauty Industry
  19. 19. Mapping Influence • Determining influence by brand topic vs. by target demo • Leveraging data analysis to uncovering leading voices within the online conversation • Using these influencers to extend earned reach 19 Network analysis is used to understand the influence of individuals, analyzing the quality of their connections and strength of relationships with other influencers, specifically within a subject matter. B2B Approach
  20. 20. B2B Case Study: Tech Industry
  21. 21. It’s not always easy to incorporate an IRM program into an existing campaign, especially if your audience is on the more specific side. Bigger brands may get away with casting a wider net, more niche brands need to really focus on who they partner with to make sure there is an authentic fit for both parties. Check out the image to the right for what works about this partnership and post. The name of the blog is straightforward and immediately you know there’s a cooking tie. There’s video content to complete the story on YouTube Photo begins to tease the narrative and alludes to a larger story to be told on the blog and other social channels. Not branded except in description Clear disclosure Engagement from this niche audience Tagged BrandNiche Audience Approach
  22. 22. Niche Audience Case Study
  23. 23. Tips and Best Practices
  24. 24. IRM Best Practices / Tips and Tricks Vetting / ID Disclosure Contracting Measurement & Amplification
  25. 25. Best Practices: Vetting and Identification
  26. 26. Best Practices: Disclosure
  27. 27. Best Practices: Contracting When contracting work with an influencer (and potentially their management) there are many things to keep in mind: 1. What is the value exchange? 2. What am I getting? 3. Work out all the details upfront.
  28. 28. Best Practices: Measurement & Amplification
  29. 29. Questions? Kathy Baird Managing Director of Content + Social Ogilvy North America Thomas Crampton Global Managing Director Social@Ogilvy Kate Stoller Senior Account Executive Ogilvy PR Chicago José Arteaga Creative Digital Strategist Social@Ogilvy Ben Rissman EVP and Group Director Social@Ogilvy

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