Post on 21-Jan-2018
transcript
Allyson GriffithsiCrossing
Whymicro-influencersaren’tthesolutiontoacaseofmarketingFOMO
About me
2010 2012 2014 2016 2018
MS Outlook
MS Excel
MS Powerpoint
When you pick the wrong influencer for your campaign
Q: How many USD were spend on influencer marketing on
Instagram in 2016?
Influencer marketing is a big deal
a) $47 million b) $570 million c) $821 million
b: approx. $570 million
Influencer marketing is a big deal
Captiv8 Study, cited in NYT, 2016
92% of consumers trust earned media above all forms of
advertising.
Nielsen, Global Trust in Advertising, 2012
75% of UK marketers will up their spend on influencer
marketing in 2018.
Rakuten & Morar Consulting, July 2017
The status quo
Consumers get it, now
And it’s very expensive
CelebInfluencer(+1mill following)
MicroInfluencer(<10k following)
Facebook £75k £1.5k
Youtube £67k £1.6k
Twitter £65k £1.3k
Instagram £60k £1.2k
Snapchat £53k £1k
57% of US brands say they did not have a way to calculate influencer marketing ROI.
GroupHigh Study, 2016
A sellers market
Media Challenges
Competitive Market
Poor Measurement
Marketing FOMO
So.. how can we do it better?
Mission Matching Measurement Maximise
Mission
Start with a single minded objective
Brand Consideration
Data capture
Direct revenue
Social follower acquisition
Define your strategy
Current Audience
Increase Consideration
New Audience Direct Sales
AW17 Fashion
Line
Mobile banking for
small biz
Match
85% of brands find & manage influencers in house.
Econsultancy & Fashion and Beauty Monitor, 2015
84% of them find their influencers manually through searching social networks.
Econsultancy & Fashion and Beauty Monitor, 2015
Know your target audience
• Female• 18-24• AB1• London & South East• Uses a mobile phone• Reads the internet• Interested in fashion & beauty• Follows Zoella
Match your target audience
Influencer Match Index
Algorithmically to your influencer’s
Influencer Match Index
Early Adopters
Engages with
competitor brands
Engages with complementary
brands Demographics match
High action
Branded content receptivity
Creative match
Match to current audience
Measure
78% of US marketers see determining the ROI of
influencer marketing as their biggest challenge in 2017
Linqia, ‘State of influencer marketing 2017’
The measurement status quo
0102030405060708090
Engagement Traffic Reach Product Sales Audience Sentiment
Other
Metrics US companies use to measure success of influencer marketing
Linqia, ‘State of Influencer marketing 2017’
But what about our objectives?!
Brand Consideration
Data capture
Direct revenue
Social follower acquisition
Engagement
Apply what we know from media
Brand sentiment
uplift
Brand awareness
upliftSales uplift
Tracking Links
Or, head towards the holy grail
Unique identifiers
Maximise
Drive your direct response channels
Backlinks User Signals Audience lists
Drive to your platforms
Better conversion rates
Bespoke content
Data Capture
Integrate via data
Email Paid Social Display
Because done a little bit better..
Mission Matching Measurement Maximise
Means all influencer marketing can drive ROI
Phew, we made it
1. Set a mission2. Match to your target audience3. Make use of tools4. Think beyond reach5. Ask for data6. Negotiate tracking
7. Move towards media measurement8. Push to your owned channels9. Incentivize interaction10. Think about discount codes
Key Takeaways
Thanks!
@allysongriffz