Influencer Marketing Explained
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Transcript of Influencer Marketing Explained
BY:
explained
Influencer? WHAT’S AN
A person who expresses a contextually relevant
opinion that is meaningful enough to elicit
action from others.
followers
influence
1,000,000,000
Do not equal
just because someone has a lot of followers does
not make them an influential person. Engagement
is key to defining influence.
Influence WHAT IS
the practice of identifying and building
relationships with individuals who have influence
over a target audience.
Marketing?
WHY IS AN INFLUENCERSTRATEGY IMPORTANT?
DECLINE OF TRADITIONAL DIGITAL MEDIA
Organic social reachIncreasingly limited
Diminishing trustOf advertising
READY??ARE YOU
OLD WORLD
NEWSKOOL
The evolution of influencer marketing has impacted the entire advertising value chain. Some marketers find it more difficult than others to let go of the OLD world and make
the leap to the new sckool.
As we walk through the following slide, take a gut-check on how each makes you feel.
Are you ready to surrender your brand to the hands of influencers?
Paid mediaOn
Premium websites
PAID MEDIA
$CONTENT PRODUCTION USER GEN CONTENT Audience experience
SponsoredInfluencerContent onSocial media
Expansive, broadHighly produced
Outsourced, cost efficient, tailored
to audience & platform
“Unsafe”For brands
Effective,Desired by user
Drive off page to Destination/
website
Stay in nativeexperience
VS.
Here we will discover your attitude and feelings towards- PAID MEDIA, CONTENT PRODUCTION, USER GENERATED CONTENT & AUDIENCE EXPERIENCE. We will compare these in the OLD WORLD and the NEW SKOOL way of doing things with InfluencerS.
Where do YOU start?This has quickly become BIG BUSINESS! What started out as a very profitable game for dozens,
has quickly, and exponentially become a living and business for millions. Kids aren’t growing up saying they want to be the next Michael Jordan or Taylor Swift…they grow up saying they want to be YouTube famous! The rise of social media has given you, me, and our children the right to
build our media empires- scary!
Because of the huge pool of influencers out there (and this list grows every day), it’s an onerous task to begin your search for influence.
As fast aS the list of influencers are growing, so too are the adtech tool and resources available to find, track and measure the work of influencers.
Principles of influencemarketing
Think beyond the demographic
Principles of influencemarketing
Mommy bloggers & tech experts is not deep enough. Attention must be paid to their particular
interests, passions and habits.
Principles of influencemarketing
Ask yourself, what value can my brand bring TO this community? Influencers are influential because they have built an audience. You must help them serve that audience. Then and only then, does your brand win.
What’s yourValue add??
Principles of influencemarketing
Instead of pushing brand, create experiences for your influencer and their audience so they have
something to react to and share.
Createexperiences
Principles of influencemarketing
This is a long game. The value of your influencer relationships grow over time. Invest in Earning Trust. Brands do use influencers for stunts, but the impact
on the brand is fleeting and their trust factor amongst consumers...ZERO.
ROME WASN’TBUILT IN A DAY
Principles of influencemarketing
Every single influencer does things differently. They work differently, they approach their audience and their business differently. Customize your approach
based on the individual. You are dealing with humans, not sophisticated software platforms or mass media
networks. Remember this!
One size does NOTFit all
INFLUENCEREACH,
AND Dolla bills
Remember, “influence” and “reach” inversely affect one another. The greater the reach a person has, generally speaking, the less
influence they have. And then the opposite also holds true….the smaller a person’s reach, the more influential they
seemingly are over those that they are connected to. Let me explain using a real, life example…
REACH
INFLUENCE
Celebrity
Publisher
blogger
Friend/colleague
Partner/spouse
mom/GRANnie
$0
Biebs….HUGE, MASSIVE reach (65MM on Instagram, 79MM followers on Twitter)….little ability to have deep
personal connections that influence. Versus…
Grannie…little/no reach (6 followers on IG…all grandchildren)…HUGE ability to influence. Grannie
posts, you darn better @ reply!
Then the financial part of this equation…celebrities demand BIG bucks for paid endorsements. And the other end of the spectrum, Grannie only wishes to be paid in
visits and hugs.
We advise our clients on finding the area that allows your chosen influencer to provide your brand with added
reach amd the ability to influence their audience. Because of this sliding scale, nearly all brands,
regardless of budget constraints can participate in influencer marketing.
A successfulSteps To BUILD
influencerSTRATEGY
DEFINE
Conceptualize
Discover
MANAGE
TRACK
LEARN