how to create real-world results with online influencers
TRANSCRIPT
How to Create Real-World Results with Online Influencers
Fashion Digital | Mobile New York 2015
Mariana Rodriguez Senior Account Director
@marodcar
WHY MOBILE?
3 Source: eMarketer, April 2014
Mobile Share of Media Consumption Continues to Grow
4 Source: comScore, US Mobile App Report, August 2014
Mobile Has Surpassed Desktop In The US
Open Market
Main Street
Supercenters
My Store
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All business is small business again… Personal, Relevant, Participatory
Technology is Transforming All Retail
It’s More Than eCommerce
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$3T Retail
$1.4T Web-�
Influenced �Retail
$220B eCom
There are now Challengers to the “Store as The Expert”
Source: “US Cross-‐Channel Retail Sales Forecast: 2014 To 2018”, Forrester Research, 2014
WHY VIDEO?
Video = Sales Video is predominantly watched on mobile: !
• Video accounts for over half of all internet traffic on mobile devices. • Within four years, mobile devices will access over 70% of the video on the Internet.
(Cisco) Mobile shoppers are 3x more likely to click and view video than desktop or laptop users. (Invodo) Video viewers are 144% more likely to place an item in their shopping cart. 52% say that watching the video makes them more confident about their purchasing decisions. (Internet Retailer) Brands using online video have seen lifts of 20-40% in incremental buying over other ad forms. (comScore)
Source: hHp://www.forbes.com/sites/darcytravlos/2012/08/18/video-‐tablets-‐the-‐mobile-‐catalyst-‐for-‐e-‐commerce-‐watch-‐out-‐amazon/ 8
WHY INFLUENCERS? “80% of the Internet’s impressions are driven by just 6% of its users.”
-Penny Baldwin, CMO at McAfee
Word of Mouth (WOM) has shifted from immediate network (friends, family, colleagues) to an extended network that is exclusively digital (WON, or Word of Network). What is being said about you digitally (WON) is what matters to overall WOM.
WON Continues to Outweigh WOM
Source: “Talking to Strangers”, Kelton Research, January 2012
Millennials don’t purchase without consumer input:!• 86% feel that user generated content (UGC) is generally a good indicator of the quality of a brand,
service, or products
Millennials (13-34)!Baby Boomers!
Information or recommendations from friends, family or colleagues User Generated Content
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UGC Video Outperforms Branded Content
Sources: L2 Digital Beauty Index, Q4 2012, hHp://tubediem.com/how-‐fans-‐amplify-‐brands-‐youtube/, hHp://www.adweek.com/videowatch/fans-‐crush-‐brands-‐when-‐it-‐comes-‐youtube-‐150262
Cover Girl!Of CoverGirl’s 251 million total views on YouTube, 249 million (or 99%) are from fan-created videos Revlon!99% of Revlon’s views come from fan content
Urban Decay!There are 5,700 product reviews on YouTube vs. only 1,700 on Amazon
YouTube has become the de facto search engine-as an example, uploaded beauty videos outnumber their officially-uploaded videos by a magnitude of 10 to 1.
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Case Study
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Skintimate worked with four YouTube influencers to promote the product and digital promotional platforms during the summer of 2014.
14 Source: Insight Express 2014
• Over 5 million minutes watched, 2.1 million total views and 100k engagements across the influencers’ social channels
• Showed a 7 point increase in Purchase Intent
• Delivered a 13 point increase in Recommendation Intent
Case Study Results
SELECTING THE RIGHT INFLUENCERS
Influencer
Reach
Content
Experience
Cost
Influencer Selection Process
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Establish target audience and interests (e.g. female millennials, DIY activities, active/healthy lifestyle, etc.).
Review video consumption patterns (e.g. mobile/tablet 65%, desktop 35%).
Identify relevant platforms (e.g. YouTube, Instagram, Polyvore, Pinterest).
Evaluate content producers quantitatively: Online influence scores (e.g. PIX, OpenSlate, YouTube rankings) and Social media footprint (reach and active platforms).
Evaluate content producers qualitatively: sentiment, previous content, comments and WOM, prior advocacy for/partnership with brand or competition.
Assessing for fit with brand.
Outreach to agent, publisher, multichannel network, or advocacy platform: Assess willingness to work with brand, cost and availability.
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Influencer Selection Criteria | Quantitative Measures
ü High influence scores
ü Large and Engaged social media footprint across relevant/desired social platforms
1. Determine what “large” and “engaged” means for your brand and audience reach
2. Determine what the platforms are • Where the brand has a presence • Where the brand does not have a presence but the target
audience participates heavily – Example, Target: US F13-17
» Primary: YouTube, Instagram, Tumblr » Secondary: Facebook, Twitter, Snapchat » Third: We Heart It, Pinterest, Vine, Keek, Vimeo 17
Influencer Selection Criteria | Qualitative Measures
Determine what is Required and what is “Nice to Have”: ü Engaged audience with positive sentiment and trust in the influencer ü Willing to speak of and integrate the brand in a natural, organic and authentic manner ü Brand Fit and alignment with brand essence
ü Prior advocacy for the brand ü Prior content around a specific theme or topic
ü Previous experience working with and developing original content in partnership with brands ü Have not previously worked with a competitor brand
• or if they have it is necessary to understand partnership further before determining whether to move forward
ü Potential for success in distributing the content across social, mobile and other desired verticals ü Rights around exclusivity and usage
ü Promotion/distribution within influencer owned channels 18
VIDEO BEST PRACTICES AND LEGALITIES
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The Vast Share Of Digital Video Viewing Happens in Two Places
Source: comScore, Worldwide Unique Desktop Video Viewers, September 2014 Mobile video viewers very similar to desktop stats provided.
Other
Video Best Practices
• Getting around the skippable pre-roll: Mention the brand within the first 30 seconds
• Show the brand/product within the first 25% of the video for greater brand recall*
• Video Title – 1st 50 characters are most important and what show up in search
• Long vs Short form • Natural to the influencer and their audience • Fit for the storyline/video context • Distribution considerations
• Rights to “cut up” video for short-form distribution
• Embed vs Direct upload (on social, your website…)
*Source: BCM research -‐ Insight Express, 2014 21
Video Best Practices
• Direct “Native” Upload !• Outperforms paid performance when compared to embedded YouTube link • Auto-plays when a user scrolls past within the newsfeed
!• Add attention-grabbing elements!
• Video designed to hook a viewer in the first few seconds that they auto-play in a feed • Key points conveyed through words on the screen (so they can be easily understood
without sound).
• Test Length!• Test short (<1 min) versus long (1 min+) form video – every audience is different.
*Sources: BCM research, 2014-‐2015, hHp://www.nyames.com/2014/09/08/technology/facebooks-‐feeds-‐give-‐videos-‐a-‐boost.html 22
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Legalities Around Sponsored Videos
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FTC’s CLEAR AND CONSPICUOUS REQUIREMENT:
PROXIMITY!Disclosure must be physically closely related to the statement or endorsement. Example: within YouTube description box (initial disclaimer visible without a user needing to click “more” to show more content) or Facebook post description. !PROMINENCE!Disclosures must be prominent, viewable on any device, and not buried. !CLARITY All disclosures must be made in clear, understandable language. For example, utilizing “spons” may not be clear to a user that it signifies “sponsored” or sponsored content.
Source: FTC and hHp://www.socialmediaexplorer.com/social-‐media-‐markeang/
Legalities
Source: YouTube, Paid Placement Policy and Process, 2015 Please review legali6es for any videos with YouTube prior to pos6ng
Paid Placement/Integration
Sponsorship Bumpers
Show Title Cards with Sponsor Attribution [ in specific instances ]
Sponsor Inclusion in Channel Header [ unless specifically approved ]
Burned In Ads
✗
✓
✓
✓
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Legalities
Partner integrates a brand or product into the editorial content (mention, usage, etc).
Partner creates a piece of content specifically for a sponsor about their brand. 1
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:05 sponsor messaging as pre, mid, or post roll.
• Standard ad buying policies apply • Now that this format is available burned in features
that mimic this format are not allowed
Paid Placement / Integration! Sponsorship Bumpers!
✓
✓ ✓
25 Please review legali6es for any videos with YouTube prior to publishing
Legalities
Sponsor Inclusion – Channel Art! Sponsor Attribution – Show Title Cards !✓ ✓
✓
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Sponsor included in channel graphics as part of title sponsorship only (e.g. Fashion Week, Grammys, Coachella, World Cup, Olympics, etc)
Static or Animated 0:05s graphics card at the beginning or end of a video. • Paid placement video with 100% SOV media Roadblock • Title sponsorship (e.g.: Mercedes Benz Fashion Week) • Repurposed broadcast content • Disclosure of paid placement required by local law (text-
only title card permitted)
Please review legali6es for any videos with YouTube prior to publishing
Legalities
✗ Burn In Ads! ✗
“Burning” ad signage of any kind into partner produced content.
• Animated logo • Branding • Video ad • Pre, mid or post roll
27 Please review legali6es for any videos with YouTube prior to publishing
THANK YOU. Mariana Rodriguez Senior Account Director Beeby Clark+Meyler [email protected] @marodcar