Post on 13-Feb-2018
transcript
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Matt BrownLegacy Marketing
Influencer Marketing 2.0: ROI Driving the Most Successful Brand Partnerships
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✦The Tipping Point – National Bestseller, pub. 2000
✦“The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”
Influencer Marketing:
The Beginning
~ Malcolm Gladwell
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✦ Why is it so popular right now?✦ Balance of power: broadcasters à media giants à people.
✦ Authenticity: audiences are more likely to listen to an expert or real person than an advertisement.
✦ Content view time: 2+ mins for influencers; 19 secs for display ads
✦ 49% of users report trusting recommendations from influencers
✦ Influencer marketing results in a 2.7x increase in purchase intent
✦ Effectiveness: boosting reach and conversions.✦ Trackability: impressions, clicks, conversions.
Influencer Marketing
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Influencer Marketing:
The Current Mix
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US Marketing Spend 2016: $202.4B
TV, $81.7
Digital, $72.1
Print, $23.6
Radio, $17.7 Other, $7.3
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Marketing: Spend vs. Attention
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TV Digital Print Radio
Spending Attention
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✦Digital✦Search - $32B✦Display - $21B✦Video - $6.2B✦Other - $5.8B
✦ Email marketing✦ Web and app development✦ Social media marketing✦ Influencer marketing
How Does Influencer Marketing Fit In?
*Business Insider Intelligence Report 2016
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Influencer Marketing:
Who’s Been Successful?
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The Shorty Awards
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Success By The Numbers:
The Real Winners In Influencer Marketing
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Markerly Study ✦ Summary Findings: influencers with smaller
followings have more engaged audiences
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< 1,000 1,000 - 10K 10K - 100KAverage Like Rate
04/2016: The rise of ‘micro-influencers’ on Instagram
08/2016: Marketing Strategy and the Rise of the Micro-Influencer
09/2016: Micro-influencers Mega for Brands*April 2016 – Markerly Study
Winner
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Legacy Marketing Study✦ Summary Findings:
✦ influencer with smaller followings have more engaged audiences
✦ Legacy confirmed Markerly’s overall trend lines … the smaller the influencer, the better the engagement
✦ … But are there any more important KPIs that we should be analyzing for our influencer partnerships??
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< 1,000 1,000 - 10K 10K - 100KAverage Like Rate
*August 2016 – Legacy Marketing StudyWinner
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ROI Performances✦ ROI is even more important than engagements
✦ 10-100K follower group has an Average Pay Per Like of only $0.15. This makes larger influencers look more appealing
✦ So is there a sweet spot somewhere in this range…?
✦ YES!
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< 1,000 1,000 - 10K 10K - 100KAverage Pay Per Like
Winner
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Influencers with 30-75K followers had highest engagement rates at lowest prices
Winner
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But Why?✦ Strong engagement rates at affordable prices
✦ No “Like Back” or “Follow 4 Follow” inflated audience sizes
✦ Additional per of the mid-tier influencers: fewer contracts to negotiate = fewer agency labor hours
*Lily Diamond, Ashley Hampton, Connor Days, Timothy Pakron
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Event Marketing:
What Does All This Mean?
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Event Marketing: Takeaways✦ Event marketing + influencer marketing = a powerful mix
✦ Channel analysis and selection is very important
✦ The “Wild West” days of influencer marketing are coming to an end. The event marketer / influencer paradigm has shifted, again:
✦ Hashtag on a wall ✦ Compelling value proposition + local influencer contracts with pre, during & post terms✦ The end of the explicit partnership…
✦ Influencer marketing has become a critical component of event campaigns