for collaboration marketing Using influencers
@Chrisonderstall
Title of presentation goes here 2
The influencer effect
84% of consumers take
action based on the
opinions of others***
73% of marketers
have an influencer
budget**
47% of US consumers
consul blogs for finding
new trends and ideas**
74% of
respondents
indicated WOM
influenced their
purchasing decision*
And 59% of
marketers intend to
increase their
influencer outreach
budgets in 2017****
*Google path to purchase study 2014 **The “New, Trusted Web” Will Present New Challenges ***Nieslen 2016 ****Tamazon
ANYONE CAN BE AN INFLUENCER IN· FLU· ENCE
THE CAPACITY TO HAVE AN EFFECT
ON THE CHARACTER, DEVELOPMENT,
OR BEHAVIOR OF SOMEONE OR
SOMETHING, OR THE EFFECT ITSELF.
IN· FLU· ENCE Anyone can be an
influencer
Influencer types: Celebrity | Expert | Media | Social | Spokesperson
IN· FLU· ENCE Its not just about reach
RESONANCE R
EA
CH
RELEVANCE
AWARENESS
ATTENTION
CELEBRITY
SOCIAL
MEDIA
SPOKESPERSON
EXPERT
Through the lens of Earned and Owned media
So why do I now have to pay?
There has always been a value exchange
There’s always a value exchange Collaboration is the greatest
currency we can strive for
There’s always a value exchange
Collaboration is the greatest currency we can strive for
SUN MON TUE WED THU FRI SAT
50
The average brand-influencer
campaign calendar
DAYS
The average influencer activity
2
The average brand campaign period
DAYS
There’s always a value exchange
Tier your influencers in terms of value exchange
Bloggers Vloggers Instagrammers Celebrities Niche
Brand
Access to expertise
Editorial experiences
Expenses to commission one off edit
First to have product for
imagery $’s
$$’s
Some examples
Create passionate-fuelled advocates
Find the right fit
Fitbit: The Big Billion Stepathon
THE DIFFERENCE IT MADE…
• Campaign generated more than 244 million OTS
• Hit the £250K goal in just two weeks with five billion ‘steps for good’ taken.
• This programme directly drove product sales totalling £150K
• Through connecting feeling good to doing good, we increased perception of Fitbit as a brand that cares.
MAINSTREAMAUDIE
NCE
NICHE GROUP
EXISTING COMMUNITY
Celebrity influencer
s
There’s always a value exchange
Considerations (Recap)
- Have I selected the right influencer based on
my business objectives?
- Is my content engaging and informative?
- Am I getting the full value exchange?
- Does this resonate with my brand and the
influencer’s audience?
- Are both sides benefiting?
Christopher Onderstall
Digital & Social Lead | FleishmanHillard Fishburn [email protected]
@Chrisonderstall