SOCIAL MEDIA INFLUENCERS: HARNESSING THE POWER

Harnessing the Power of Social Media Influencers

Social media influencers have demonstrated time and again their unique ability to connect with an organic, engaged audience.

This deck provides an overview of how brands and their agency partners can better engage social media influencers to tell a brand’s story.

Understanding Influencers

Who Are They?

Influencers You Probably Know

They’re interesting…

Influencers You Probably Know

They’re interesting…BUT NOT NECESSARY RELATABLE

Influencers You Probably Know

They’re interesting AND relatable

Influencers You Probably Don’t Know

PewDiePieYouTube Subscribers: 24.7MM+Lifetime Video Views: 3.7B+

FreddieWYouTube Subscribers: 6.9MM+Lifetime Video Views: 1.1B+

MissGlamorazziYouTube Subscribers: 2.7MM+Lifetime Video Views: 183MM+

Jack ValeYouTube Subscribers: 1.1MM+Lifetime Video Views: 206MM+

David SoYouTube Subscribers: 844K+Lifetime Video Views: 118MM+

TobuscusYouTube Subscribers: 14MM+Lifetime Video Views: 2.8B+

The ShaytardsYouTube Subscribers: 1.9MM+Lifetime Video Views: 809MM+

Rosanna PansinoYouTube Subscribers: 2.2MM+Lifetime Video Views: 341MM+

…and speak to fans across all passion points

Influencers You Probably Don’t Know

Gaming

Action

Comedy/Music

Fashion/Beauty

Family

Comedy

Food

Lifestyle

Passionate content creators who have become famous on the internet doing “internet things.”

Social Media Influencers

Internet Things

Why Do We Need Them?Understanding Influencers

Help to reach a new audience

Develop a community

Encourage action

Amplify an idea or campaign

Product development

Raise brand awareness

Drive app downloads

Influence consideration

Build loyalty

Social Media Influencers Can:

CONSUMERS DO NOT EQUATE SOCIAL MEDIA INFLUENCERS WITH MARKETING.

THEY SIMPLY SEE THEM AS COOL, INTERESTING, INSPIRATIONAL, FUNNY, FASHIONABLE, TALENTED, ETC.

MORE IMPORTANTLY THEIR FANS TRUSTWHAT THEY HAVE TO SAY.

...Their fans listen, take action, and share their posts across platforms.

When Social Media Influencers Speak...

Chester SeeYouTube Subscribers: 1.5MYouTube Video Views: 154MFacebook Fans: 293KTwitter Followers: 230KDemographic: Female 13- 24

92% OF CONSUMERS SAY THEY TRUST WORD-OF-MOUTH AND

RECOMMENDATIONS FROM FRIENDS AND FAMILIES ABOVE ALL OTHER

FORMS OF ADVERTISING.

INFLUENCER MARKETING CAMPAIGNS DRIVE 16X MORE ENGAGEMENT THAN

PAID OR OWNED MEDIA.

1X

AVERAGE CTR OF DISPLAY BANNER: 0.10%

AVERAGE CTR OF A FACEBOOK POST: 0.14%

AVERAGE CTR OF AN INFLUENCER POST:

15%+

AVERAGE CTR DISPLAY BANNER

AVERAGE CTR FACEBOOK

POST

AVERAGE CTR INFLUENCER

POST

92% 16x0.10% 0.14%

15%+

SOCIAL MEDIA INFLUENCERS AREN’T THE ALTERNATIVES TO CELEBRITIES,

THEY ARE THE NEW CELEBRITIES.

U.S. teenagers are more enamored with YouTube stars than they are the biggest

celebrities in film, TV and music. – Variety Survey

What Verticals Are They In?Identifying Influencers

Gaming & Sports FamilyLife & Style Entertainment

Social Media Influencers can be found across all passions and interests

GAMING

SPORTS

TECH

XSPORTS

AUTOS

BEAUTY

HEALTH/FITNESS

FOOD

FASHION

HOME/DIY

MOMS

TOONS

FAMILY

PETS

SCIENCE

MOVIES

MUSIC

NEWS

COMEDY

ANIMATION

I’M EATING A #DONUT

I LIKE DONUTS

THIS IS WHERE I EAT DONUTS

HERE IS A PHOTO OF MY DONUT

HERE A DONUT MAGICALLY DISAPPEARS

HERE I AM EATING A DONUT

MY SKILLS INCLUDE DONUT EATING

HERE’S A DONUT RECIPE

NOW LISTENING TO “DONUTS”

I’M A GOOGLE EMPLOYEE WHO EATS DONUTS

And Across All Platforms and Channels

How Do Brands And Agencies Hire Them?Identifying Influencers

Talent Agencies are to Celebrity Talent...

...what MCNs are to Influencer Talent

Multi-Channel Networks (i.e., influencer agencies)MCNs help to identify the right influencer, manage the budgets and impression levels, and work with the influencer to develop the content.

YouTube Pinterest Vine Instagram Twitter/FB Blogs

We have worked with various MCNs, which tend to organize around specific channels

Are they Legitimate to the Topic?

Do they create compelling content?

• Known for creating exceptional content

• Can speak to, or is an authority on the topic

• Active across multiple platforms

• Isn’t just a popular name, but is known for frequent content creation

• Adheres to FTC guidelines

• Is respected - isn’t famous

• Is tonally appropriate for the brand

• Covers topics relevant to branded campaigns/initiatives

• Trusted source among audience

• Proven to drive audience to action (via comments, shares, like, etc.)

• Inspires audience to contribute WOM

Are they Brand Friendly?

Are they Trusted by our/their audience?

Selecting the Right InfluencerEach MCN has many influencers on their roster, so we tend to ask the following questions when selecting an influencer.

When Do They Fit In?Activating Influencers

When to Bring Them in the Process:

Brief Idea

Develop idea along-side creative strategy, co-create long form

content

Promote idea through social media, in-video shoutouts, or use channel for custom preroll/

targeted media

Launch AmplifyDevelopment

Because social media influencers are creatives in their own right, it takes achieving a balance between brand,

agency, and influencer input to achieve success.

Our Brand

Our Articulation Their Interpretation+

Their Brand

Thoughtful Brand Integration

Social influencers are their own content creators. Which means you can’t tell them exactly what to make…

You Have to Let Some Creative Control Go

BUT feedback and oversight happens at multiple stages:• Treatments • Developed creative• Rough cut• Final video

• Highly targeted exposure

• Huge reach

• Increased engagement

• Lower costs

The Tradeoff:

BBDO Case Studies

Monster.com

Goal: Inspire Millennials to find better with Project You

Objective: Drive Project You awareness, and drive engagement on Project You.

Challenge: Maximize efficiency with a limited media/ production budget

Monster.com

Jack ValeTotal Reach/Subscribers: 1.1M+Total Guaranteed Views: 300K+Total Delivered Views: 670K+Total Social Posts: 2x (Facebook & Twitter)Total Reach/ Followers (Social): 214.7K+

Video execution drove 4x increase in traffic on Project You within the first week. Average Sessions per day on Project You were 5x higher than the two week period leading up to video launch

AT&T Olympics

Goal: • Increase attribution and share of voice for AT&T during the Winter Olympics

• Get fans to download the #ItsOurTime app and upload their chant

• Use the #itsourtime hashtag to voice messages of support for athletes

Objective: Move people to voice their support for Team USA.

AT&T Olympics

Shay Carl1.3M subscribers

Custom Pre-roll

Custom Video Social Amplification

FineBros10M subscribers

WheezyWaiter540K subscribers

DudePerfect86K Twitter subscribers

Influencer content saw 3.7M impressions and drove 60K+ clicks to the #ItsOurTime site

Additional Case Studies

@JayZombie 234,314 followers

Warby Parker uses prominent photography influencers on Instagram, like @JayZombie to share artistic photos of their product on their own Instagram feeds.

Video saw 670K+ views and drove 4x in-crease in traffic on Project You within the first week

Warby Parker

Warby Parker shares content from influencers on their own Instagram feed. The brand also shared photos from influencers on their Facebook and Twitter accounts.

@_gabrielflores 122,520 followers

To promote it’s Nike Fuel product, Nike sent their product to prominent photog-raphers on Instagramers influencers like @_gabrielflores to share their progress in the Nike Fuel Challenge on Instagram.

Instagramers take a series of photos that show their NikeFuel progress. All posts tag @Nike and mention Nike-Fuel.

Nike shares content from influencers on their own Instagram feed.

Nike

Target

Joy Cho / Oh Joy!13M followers

Target launched a design partnership with some of Pinterest’s top pinners, including Joy Cho, who are also top design bloggers. The pinners created collections that were sold in Target and promoted the collections via their own Pinterest boards.

Joy Cho pinned her party collection on a Pinterest board that garnered over 825k followers. She also promoted the line across her social other social channels to help drive awareness and buzz.

GE

Marcus Johns 5M followers

Jerome Jarre 6.5M followers

To celebrate Gravity Day, General Electric invited Vine influencers, Marcus Jones and Jerome Jarre to join them on a Zero Gravity flight and of course share their vines with their followers on the platform.

Influencers shared a number vines from the flight on their own channels, tagging General Electric.

General Electric shared the vines on their own account.

Click to watch

Click to watch

HP

@finalcutking1.8M followers

To support their #bendtherules campaign, HP invited five Vine in-fluencers including Zach King to create vines using the new note-book/tablet x360

Vines were distributed on HP’s Vine ac-count and promoted via Twitter

And then turned into the first of its kind :30 TV spot, made entirely of Vines

Key Takeaways

UnderstandInfluencers are relatable. Fans trust them, listen to them, and are inspired by them.

IdentifyInfluencers create content across all platforms and channels. We work with MCNs to match the right influencers with the right brand opportunity.

ActivateInfluencers can support a campaign in a multitude of ways. They are looking to create meaningful brand interactions with their loyal, fanatic, and passionate following.

Thanks!

QUESTIONS?

cody.levine@bbdo.comvanessa.jeswani@bbdo.comstephanie.trow@bbdo.com