THE FUTURE of

INFLUENCER MARKETING

Predictions 2015-2016

TABLE OF CONTENTS

Executive Summary

Prediction 1: Traditional Tactics Won’t Convince Consumers……………… 4

Prediction 2: The “New, Trusted Web” Will Present New Challenges………6

Prediction 3: Influencer Marketing Will Deepen Customer Relationships…….....…10

Prediction 4: Content Distribution Will Drive Content Creation……………..….12

Prediction 5: Influencer Marketing Will Allow Marketers to Be More Efficient…..15

Prediction 6: Influencer Marketing Will Require Automation……………………21

Index

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Prediction 1: Traditional Tactics Won’t Convince Consumers

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Purchase Decisions Now Happen Outside of Traditional Channels

Of online consumers use ad block(2)

Rely on social networks to guide purchase decisions (3)

Of people trust strangers over brands (1)

47% 92% 74%

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Prediction 2: The “New, Trusted Web” Will Present New Challenges

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Influencer Marketing: The Foundation of the Trusted Web

…FOR BRANDSConsumers demand transparency and authenticity. They look to their networks for recommendations, rejecting claims brands make about themselves. Influencers deliver authentic brand messages—right inside consumers’ existing, trusted networks. Brands know this, and need to know how to connect with influencers, manage the influencer process, and measure the ROI of influencer efforts.

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Influencer Marketing: The Foundation of the Trusted Web

…FOR BRANDSConsumers demand transparency and authenticity. They look to their networks for recommendations, rejecting claims brands make about themselves. Influencers deliver authentic brand messages—right inside consumers’ existing, trusted networks. Brands know this, and need to know how to connect with influencers, manage the influencer process, and measure the ROI of influencer efforts. …FOR AGENCIESAgencies joined the social game at their clients’ requests. But the content creation and distribution cycles are exhausting, as finding the right talent with influence over the right niche markets is a full-time job. And managing and executing influencer programs? It’s beyond agency expertise.

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Influencer Marketing: The Foundation of the Trusted Web

…FOR BRANDSConsumers demand transparency and authenticity. They look to their networks for recommendations, rejecting claims brands make about themselves. Influencers deliver authentic brand messages—right inside consumers’ existing, trusted networks. Brands know this, and need to know how to connect with influencers, manage the influencer process, and measure the ROI of influencer efforts. …FOR AGENCIESAgencies joined the social game at their clients’ requests. But the content creation and distribution cycles are exhausting, as finding the right talent with influence over the right niche markets is a full-time job. And managing and executing influencer programs? It’s beyond agency expertise. …FOR INFLUENCERSMaking connections: That’s the superpower of the influencer. Armed with a particular point of view, and as passionate about their interests as they are their followers, influencers transformed a creative release into a primary source of income. Because the trust of their audiences means everything, opportunities to monetize must never come at the cost of creativity or authenticity.

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Prediction 3: Influencer Marketing Will Deepen Customer Relationships

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Authentic Content, From Trusted Voices

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70%of consumers reported online customer reviews as the second most trusted source (6)

 

47% 35% 51%of U.S. readers consult blogs for finding new trends and ideas(6)

of U.S. readers look to blogs for discovering new products(6)

of marketers say influencer marketing produces better customers (4)

 

One TapInfluence CPG customer found brand advocates created through influencer marketing spend 35% more on their products!

Prediction 4: Content Distribution Will Drive Content Creation

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Distribution Is Important, but Still Puzzles Marketers

Of marketers say that “targeting precision” is the top attribute of a content marketing campaign (12)

Yet the number one method of distribution for content marketing programs is the company website (12)

Are not satisfied with their ability to distribute content to the right audiences (12)

65% 47% 87%

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Think “Distribution” to Maximize Your Influencer Marketing Efforts

Sharing your content through influencers in your industry will triple conversions, in some cases increasing conversions by a factor of 10. (14)

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Prediction 5: Influencer Marketing Will Allow Marketers to Be More Efficient

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Influencer Marketing Budgets and Expectations: Increasing

As digital marketing portfolios expand to welcome Influencer Marketing, brands and agencies will need to scale and measure to create predictability.

How will we do it?

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Consider:  

73%of marketers will have budget for Influencer Marketing (5)

59%plan to increase the influencer budget in the next year (10)

It’s estimated $336 million will be spent on Influencer Marketing in 2015(11)

Influencer Marketing: How Is It Done?

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Identify influencers

Cold email influencers with an opportunity

Negotiate rates for creating and distributing content

Manage the influencers through the process of content creation

Measure and report on influencer and content performance

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Influencer Marketing: Executed by Senior Resources

In less than two months, there was 27% growth in professionals citing Influencer Marketing as a skillset.(9)

Who Runs an Influencer Marketing Program?Senior Digital Communications Manager $80k salary $38.50/hr

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AUTOMATED THE MANUAL WAY

IDENTIFICATION (200 INFLUENCERS FOR TARGET OF 20 INFLUENCERS)

5 HOURS X $38.50 = $192.50 40 HOURS X $38.50 = $1540(13)

OUTREACH (200 INFLUENCERS) N/A, INFLUENCERS ARE OPT-IN 200 INFLUENCERS, 10-15 MIN (ea) VIA EMAIL

40 HOURS X $38.50 = $1540

NEGOTIATIONS 0.5 HOURS X $38.50 = $19.25 20 INFLUENCERS X 1 HOUR X $38.50 = $770

CONTENT CREATION MANAGEMENT 8 HOURS X $38.50 = $308 80 HOURS X $38.50 = $3080

DAILY MEASUREMENT & REPORTING 0.25 HOURS X 5 DAYS X 4 WEEKS = $192.50 2 HOURS X 5 DAYS X 4 WEEKS = 40 HOURS X $38.50 = $1540

COST OF YOUR TIME $712.25

FOR A SAVINGS OF

$7,754.75AND ALMOST 200 HOURS!

$8,470.00

Manual Influencer Marketing: Highly Inefficient

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Prediction 6: Influencer Marketing Will Require Automation

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InfluencerMarketing Automation

Why?

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To engineer a new era of customer intimacy that harnesses the trust and social influence of consumers, who create and exchange meaningful content with their audiences on all digital channels To drive engagement via authentic social conversations with known and unknown audiences while rescuing marketers from a dependence on broadcast and ad-based distribution models

 

A New Category:

To connect the right influencers to the right content in the right channels at the best times through data-matching and algorithms To produce predicable, measurable results for marketers at any level of expertise through the automation of influencer marketing best practices and methods  

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Influencer Marketing: How to Scale

Manual Influencer Marketing won’t support growth, scalability, and predictability with results. Influencer Marketing is not a core value proposition. However, it can quickly be added to the overall digital strategy with automation.

Influencer Marketing expertise is rare. Finding, training, and keeping talent is expensive in terms of cost and resources. It’s much easier to build expertise through automation.

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Agencies

Brands  

WHO IS TAPINFLUENCE?

Inc. Magazine and Forbes say we’re: Redefining the marketing equation with intelligent software that gives brands and agencies a proven, measurable path to consumer influence and impact Fueling trust-driven conversations around brands and products through a powerful marketplace of content creators and social-media innovators Helping marketers scale research, engagement, and influence through deep analytics

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A few clients we work with:

Interested in Learning More?

THANKYOU!

QUESTIONS?

Email us at: predictions@tapinfluence.com

(1)  - (http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html (2)  - https://reutersinstitute.politics.ox.ac.uk/sites/default/files/Reuters%20Institute%20Digital%20News%20Report

%202015_Full%20Report.pdf (3) - http://www.adweek.com/prnewser/ogilvy-cannes-study-behold-the-power-of-word-of-mouth/95190?red=pr (4) - http://blog.tomoson.com/influencer-marketing-study/ (5) - https://www.forrester.com/The+Forrester+Wave+Social+Relationship+Platforms+Q2+2015/fulltext/-/E-res120645 (6) - http://www.prweb.com/releases/2011/4/prweb8300514.htm (7) - http://www.convinceandconvert.com/digital-marketing/influencer-marketing-for-businesses/ (8) - http://www.itbusinessnet.com/articles/viewarticle.jsp?id=3415100 (10) - http://technorati.com/wp-content/uploads/2013/06/tm2013DIR1.pdf (11) - Based on 2013 Technorati estimate, applying CAGR of 18.18% consistent with Forrester expectations of social media market http://technorati.com/wp-content/uploads/2013/06/tm2013DIR1.pdf (12) - http://www.itbusinessnet.com/articles/viewarticle.jsp?id=3415100 (13) - http://innetwork.net/2015/05/6-basic-steps-manage-influencer-outreach-campaigns/ (14) - http://branderati.com/the-age-of-advocacy-and-influence-26-stats-marketers-should-know/

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Index