Stacy DeBroff CEO

@momcentral @stacydebroff October 23, 2013

TRENDS IN INFLUENCER MARKETING

“We  have  to  go  with  our  beliefs.  Even  though  paid  is  driving  all  the  data  today,  we  think  earned  will  drive  it  tomorrow.    

IF  WE  WAIT  UNTIL  IT’S  TRUE,    WE’LL  BE  BEHIND.”  

     

-Jeff Jones CMO & EVP, Target

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Trends that will redefine marketing

 ]  

THE RISE OF VISUAL INFLUENCERS

Communicating & Connecting Visually

Visual Influencers

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Rise of Visual Influencers

81% of Moms post images of their favorite products

or brands

67% of Moms use Pinterest at least once per day

57% use Instagram at least

once per day 66%

Access Pinterest on a Smartphone

THE RISE OF VISUAL INFLUENCERS

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83% of influencers actively use Pinterest

The Power of Pinterest

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of Moms use Pinterest at least once a day

of Moms access Pinterest

on their Smartphones of Moms follow 5+

brands on Pinterest

Moms want brands they follow on Pinterest to post:

How-to guides or recipes Information on new products

71% of influencers actively use Instagram

Connecting with Consumers on Instagram

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of Moms use Instagram at least

once a day

of Moms post images of their favorite

brands/products on Instagram

of Moms are more inclined to purchase a brand they’ve seen photos of on Instagram

NEW JOURNEY OF THE INFORMED CONSUMER

The role of online research

ONLINE RESEARCH PRECEDES PURCHASES

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94% of Moms TRUST products more for their families after they’ve done their own research

When doing product research online, Moms are most likely to click

on retail websites (e-commerce reviews) and blogger reviews for more information

of Moms TRUST social media recommendations for product information prior to purchase

76%

THE RE-EMERGENCE OF CONTENT AS KING

Brands Leverage Influencer Content

BRANDED PLATFORMS

CONTENT SYNDICATION

23% of  the  27  MILLION    

messages  sent  over    

social  media  each  day  is    

BRANDED CONTENT�

via totembrandstories

Agencies create content divisions

BRANDED CONTENT BUILDS AWARENESS, NOT T RUST

A NEW SOCIAL MEDIA CURRENCY

The impact of influencers

Your best friend…

Passionate Trusted Insightful

Increased Power of Digital Influencers

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Influencers boldly tread where brand credibility fails

83% of women find the product recommendation of a influencer more authentic than traditional media messaging

76% of women have sought out information on blogs about a product they first learned about through traditional media

Blogs influence Moms most when purchasing:

73%

Household Products

Food/ Beverage

Home Décor

65% 60%

of Moms TRUST influencers as source of product information 91%

T RACKING INFLUENCE T O POINT OF SALE

The path to purchase

RESULT S FROM ONLINE RESEARCH DRIVE SALES

PROVING SOCIAL

MOBILE COUPONING

RETAIL POS SYSTEMS

of Moms have purchased a product after hearing about it from an influencer

92%

67% of Moms are more likely to purchase a product if it received a high star rating

on e-commerce reviews

Soundfreaq: Generating Awareness and Drive to Retail

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2,700,875 more than

highly targeted impressions

55  Influencers

E-Commerce Reviews

1. Blog Posts

2. e-commerce Reviews

Goal:. Generate first hand testimonials and awareness online among Mom influencers and communities for Soundfreaq Sound Kick Bluetooth speakers

Activation: Mom Central recruited influential Mom bloggers to test the Soundfreaq Sound Kick Bluetooth speakers, share their experience with their online communities through a blog post and write an e-commerce review on Target.com or Amazon.com.

Results: 55 bloggers participated in the Soundfreaq Sound Kick Blogger Activation and E-Commerce Review Program. Bloggers posted during a two week period to both their blog post as well as one e-commerce website (Target.com or Amazon.com). At the conclusion of the campaign, MCC received a call from the Consumer Electronics Buyer from Target, who noticed a significant spike in Soundfreaq sales directly related to our campaign

Stacy DeBroff CEO

617.244.3002 stacy@momcentral.com

@momcentral @stacydebroff

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