THE VALUE OF POWER-MIDDLE INFLUENCERS IN

#SOCIALMARKETING

Sarah Levin Weinberg Social Summit 2016 Shopally – www.theshopally.com

INFLUENCER MARKETING SPEND

Sources:  Schlesinger  Associates,  Tomoson,  EConsultancy    

2016 LANDSCAPE

84% of Global Marketers expect to launch 1 influencer marketing

campaign in 2016 and coming years

81% of Marketers were satisfied with their

Influencer Marketing results

60% of Fashion & Beauty Brands already have an Influencer Marketing

strategy

59% of Brands will increase Influencer Marketing

budget in 2016

2016 LANDSCAPE INFLUENCER MARKETING RESULTS

Sources:  Nielsen,  McKinsey,  Tomoson,  E-­‐Marketer    

2.3 BILLION SOCIAL MEDIA USERS

2016 LANDSCAPE

1.44 BILLION ACTIVE USERS

20 MIN PER DAY

1 BILLION ACTIVE USERS

40 MIN PER DAY

200 MILLION ACTIVE USERS

27 MIN PER DAY

400 MILLION ACTIVE USERS

21 MIN PER DAY

Sources:  Mediakix,  Business  Insider,  Youtube,  Instagram,  Snapchat  

LARGE AND SMALL LIFESTYLE BRANDS: FASHION I BEAUTY I KIDS I HOME I FOOD I TRAVEL I …

SHOPALLY: WHO WE WORK WITH

2016 LANDSCAPE

Shopally:  www.theshopally.com  

+1,000 INFLUENCERS I +15 MILLIONS FOLLOWERS I +8 LIFESTYLE VERTICALS

@camilleth_ 70K

@emeliinee 70K

@eat_clean_fit2a 225K @lilylovesfashion 105K

@audmarshmaloo 370K @celinefloat 445K

@nashbridgees 200K

@lecoindelodie 350K

@lufymakesyouup 750K

@priscillabetti 420K @sarahluceroglam 40K

@juste_juliette 65K @suedebrooks  545K

@aldensteimle  100K

@rocky_barnes  755K  

 

@oliviabrower_  135K  

 

@zioandsons  70K  

 

@julianaherz.fp  360K  

 

POWER-MIDDLE TALENTS:

SHOPALLY: OUR INFLUENCER NETWORK

2016 LANDSCAPE

Shopally:  www.theshopally.com  

WHY POWER-MIDDLE INFLUENCERS HAVE CRUSHED

KIM KARDASHIAN?

INTRODUCING    

POWER-MIDDLE INFLUENCERS

75.2 M FOLLOWERS

 SOCIAL MEDIA QUEEN @KimKardashian

 

46.2 M FOLLOWERS

29 M FOLLOWERS

330 K FOLLOWERS

SIZE DOES NOT MATTER

IT’S ALL ABOUT ENGAGEMENT

MARKERLY STUDY | 2 MILLIONS INSTAGRAMERS

1,000 – 10,000 followers 10,000 – 100,000 followers 1 million – +10 millions followers

4% Like Rate 2.4% Like Rate 1.7% Like Rate

   

INTRODUCING POWER-MIDDLE INFLUENCERS

Source:  Markerly  

INTRODUCING POWER-MIDDLE INFLUENCERS SHOPALLY ANALYSIS | 500 INSTAGRAM USERS

tyciadchannel 8,4K FOLLOWERS

7% ENGAGEMENT

lestendancenini 112K FOLLOWERS

0,6% ENGAGEMENT

emeliinee 65K FOLLOWERS

2,8% ENGAGEMENT

Source:  Shopally  

THE NEW PYRAMID OF INFLUENCERS

INTRODUCING POWER-MIDDLE INFLUENCERS

MORE REACH

MORE INFLUENCE

JOURNALISTS & CELEBS

DIGITAL STARS Bloggers & Social Publishers

POWER MIDDLE INFLUENCERS Social Publishers

SUPER FANS Brands advocates seeking brand perks and recognition

SPEND LESS, GET MORE

   

ACCESSIBLE Low Touch relationships

Audience

Trust and Credibility

Brand Access and new Content

SOCIAL CURRENCY Low Cost

Content

Products & Sampling Experiences

Rewards

INFLUENCERS ARRAY Multiple content

X Personalities X Perspectives

X Expertises

INTRODUCING POWER-MIDDLE INFLUENCERS

LEVERAGING  

POWER-MIDDLE INFLUENCERS

Balance Scale

More Social actions & Reach

Increase Brand visibility, attachment and conversions

Engagement

ENGAGEMENT AT SCALE WITH HUNDREDS OF POWER-MIDDLE INFLUENCERS DRIVING TENS THOUSANDS OF ENGAGEMENTS

REACHING TENS OF MILLIONS OF CONSUMERS  

D. WELLINGTON

LEVERAGING POWER-MIDDLE INFLUENCERS

SKRUB LOVE

LEVERAGING POWER-MIDDLE INFLUENCERS

TRIANGL

LEVERAGING POWER-MIDDLE INFLUENCERS

ASOS CASE STUDY

juste_juliette 60,2K REACH

1,2% ENGAGEMENT 5 SALES

LEVERAGING POWER-MIDDLE INFLUENCERS

MARKET: France INFLUENCERS: 20 Talents with 18K-120K Followers 2% Average engagements rate DETAILS: 35 posts during 3 months  

RESULTS 38 K LIKES

1K COMMENTS

26K CLICK

26K VIEW

130 SALES

GETTING TO  

POWER-MIDDLE INFLUENCERS

THE DEEP BLUE SEE Lack of Control

Lot of Work

GETTING TO POWER-MIDDLE INFLUENCERS THE RIGHT INFLUENCER MARKETING PLATFORM

IDENTIFICATION Targeted Influencer

SOCIAL CURRENCY Right Offer

ROI MEASUREMENT Tracking & Reporting

COMMUNICATION Relevant Message

GETTING TO POWER-MIDDLE INFLUENCERS SHOPALLY CASE STUDY | THE RIGHT OFFER

Let’s Get in Touch.

Sarah Levin Weinberg, Co-Founder & CMO @Shopally sarah.levin@theshopally.com

0471/38.14.28

www.theshopally.com Influencer Marketing Platform

THANK YOU!

@Shopally