Most people don't understand influencer marketing (webinar)

transcript

upthinkisgood.com matt@upthinkisgood.com+852 8197 4074

INFLUENCER MARKETINGMOST PEOPLE DON’T UNDERSTAND

MATT GIBSON

CEO, UPTHINK

AND THAT’S GREAT FOR YOU

http://upthinkisgood.com/ people-dont-understand-influencer-marketing

If you’re reading this on SlideShare, you should know that I’veposted a video of the full presentation at:

Intro ‣ Matt Gibson

FOUNDER & CEO

OUTGOING PRESIDENT

ADVENTURE PHOTOGRAPHER

PRESENTED BY THE• NON-PROFIT ORGANIZATION

• INDUSTRY & INFLUENCER MEMBERS

• EDUCATION

• NETWORKING

• INFLUENCER SEARCH ENGINE

Intro ‣ PTBA

PRESENTED BY THE• DIGITAL MARKETING AGENCY

• INFLUENCER MARKETING SPECIALISTS

• SOCIAL MEDIA GROWTH

• CONTENT CREATION

• CONSULTING AND TRAINING

Intro ‣ UPTHINK

Overview

Why is influencer marketing so misunderstood?

Most people that talk about it are:

• Not well informed

• Biased

WHAT WE’RE GOING TO TALK ABOUT

Overview

1. It's (quality) free promotions

2. It's a magic bullet for sales

3. It's smoke and mirrors

4. It's a passing fad

8 INFLUENCER MARKETING MISCONCEPTIONS

5. Reach = success

6. Step 1 = finding influencers

7. Reach > brand fit

8. Followers = Reach

The Disconnect

The DisconnectA Big Part Of The Influencer

Marketing Discussion

JOURNALISTS INFLUENCERS

The Disconnect

INFLUENCERSJOURNALISTS

The Opportunity

危機

crisis = danger + opportunity

The Opportunity

Goal: Correct all of the misconceptions about influencer marketing…well, at least 8 of them.

What it isn’t

COMMON MISCONCEPTIONS

2. It’s a magic bullet for sales

3. It’s smoke and mirrors

4. It’s a passing fad

What it is

AdvertisingA paid channel that enables you to reach your target audience with a message about your brand

Why it’s different

Unique AdvertisingBrand message is delivered by a trusted 3rd party

Unique AdvertisingThe message may be delivered through various channels (blog, Facebook, Instagram, etc)

Unique AdvertisingThe message does not interrupt the user's content consumption, but is part of it

Unique AdvertisingThe cost per unit of consumer attention tends to be much lower than other channels

For ExampleA $500 sponsored blog post received 722 page views of 3:38

Total: 43.72 hours viewing time

That’s $11.44/hr or $0.19/min

SUCCESS!SUCCESS?

Misconceptions

MISCONCEPTION 5: REACH = SUCCESS

• Very common misconception

• Reach is only on possible measure of success

• Success = specific business outcome

Misconceptions

MISCONCEPTION 5: REACH = SUCCESS

Some possible business outcomes

• Email subscribers• Social media followers• Website traffic• Leads and sales

Misconceptions

MISCONCEPTION 6Influencer marketing looks like this

FIND INFLUENCERS

NEGOTIATE DEALS

PUBLISH BRAND

CONTENT

REPORT RESULTS

Misconceptions

MISCONCEPTION 6Influencer marketing actually looks like this

GOALS & KPISIDENTIFY

PLATFORMCREATE

STRATEGYIDENTIFY

INFLUENCERS

NEGOTIATETERMS

EXECUTE REPORTING ANALYSIS

Misconceptions

ALWAYS START WITH THE DESIRED OUTCOME

Misconceptions

MISCONCEPTION 7: BIG AUDIENCE > BRAND FIT

• One of the most common mistakes is to choose an influencer with big numbers over one that is a better brand match

Misconceptions

MISCONCEPTION 8: FOLLOWERS = REACH

Monthly traffic ≠ readers of a sponsored post

Followers ≠ organic reach on social media≠

Misconceptions

TO ESTIMATE SPONSORED POST READERS LOOK AT:

• Avg. readers per post

• Case studies

Misconceptions

TO ESTIMATE SOCIAL MEDIA REACH LOOK AT:

• Avg. engagement per post

• Case studies

INFLUENCER MARKETING COMMON MISCONCEPTIONS

5. Reach = success

6. Step 1 = Finding influencers

7. Reach > brand fit

8. Followers = Reach

http://upthinkisgood.com/ people-dont-understand-influencer-marketing

If you’re reading this on SlideShare, you should know that I’veposted a video of the full presentation at: