OPTING INTO THE DEMOCRATIZATION

OF INFLUENCE

Maarten Kesteloot @maartenkstlt

Influo @influo

INFLUENCE MARKETING AN OLD CONCEPT

marilyn monroe

OPPORTUNITIES…

CHALLENGES…

1995 2016

AND THREATS…

38% of people between 18-29 use an

adblocker on desktop (GlobalWebIndex)

38% of people between 18-29 use an

adblocker on desktop (GlobalWebIndex)

already 25% in Europe block ads on mobile (GlobalWebIndex)

38% of people between 18-29 use an

adblocker on desktop (GlobalWebIndex)

already 25% in Europe block ads on mobile (GlobalWebIndex)

8% of internet users generate 85% of all clicks

Click-through-rates are 0,17% (doubleClick)

38% of people between 18-29 use an

adblocker on desktop (GlobalWebIndex)

already 25% in Europe block ads on mobile (GlobalWebIndex)

8% of internet users generate 85% of all clicks

Click-through-rates are 0,1% (doubleClick)

34% don’t trust banner ads at all or much,

compared to 26% for magazine ads (eMarketer)

WHAT DO INFLUENCERS HAVE THAT ONLINE ADVERTISING LOST?

WHAT DO INFLUENCERS HAVE THAT (ONLINE) ADVERTISING LOST?

TRUST

84% of consumers will take action based on

the reviews and recommendations of trusted sources above all other forms of advertising (Nielsen)

Influo’s goal BOOST RELEVANCY BETWEEN BRANDS AND MEDIA

SO BOTH PARTIES CAN HAVE AN EASIER WAY IN WORKING TOGETHER

MISCONCEPTION

“the bigger the reach of the medium, the better my

campaign goals will be achieved”

INFLUENCE IS CONTEXTUAL

there is no #1 influencer

MACRO VS MICRO

Followers Average Engagement

> 100.000 1,7%

> 1.000.000 0,1%

1.000 - 100.000 2,4% and 4,5%

MACRO > impressions MICRO > conversions

SO HOW DO WE OPT IN?

PROFESSIONALISM FROM INFLUENCERS TO INFLU-PRENEURS

GOOD PRACTISES • Make it personal, short, clear • What’s in it for the influencer? Exposure, Likes,

Product, Money,… • Provide flexibility: let content creators do their thing,

but communicate your requirements • Make sure your brand’s visual identity matches the

influencer’s • Be sure she/he will be interested in the goodie bag

you’re about to send • Maintain the relation afterwards • Be grateful

Market with them don’t market to them

INFLUO.BEJOIN

@influo