TV Radio Magazines Newspapers Immediate People

TV Radio Magazines Newspapers Immediate People

What is influence?

6 ways to guide human behaviour1. Authority

2. Like principle

3. Reciprocity

4. Social proof

5. Consistency

6. Scarcity

WHO'S AN INFLUENCER?

“A social media influencer is a user on social media who has established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach.”

pixlee.com

10 REASONS TO BECOME INFLUENTIOAL

1. Make money2. Become well known (and remain relevant) in an

industry or subject matter3. Launch a product4. Increase social status5. Become a public speaker6. Share an important message7. Get free products and experiences8. Connect with people with shared interests9. Socialise and network10. Achieve fame, celebrity and notoriety

THE RISE OF THE INFLUENCER

EARNINGS PER MONTH

authorityhacker.com

CrossFit RonaldoMicro Influencer Celebrity Influencer

§MICRO INFLUENCERSEvery day consumers who have 500 to 5k highly engaged friends around a topic

SPECTRUM OF INFLUNECE

Source: Lyle Stevens

I think influencer marketing is going to have an incredible golden era of a decade. I think we’re at the beginning of it and I’m very fond of it.

Gary Vaynerchuk

“

ROI

11X 2020

http://pages.tapinfluence.com/nielsen-case-studyhttps://www.forrester.com/report/The+Forrester+Wave+Social+Relationship+Platforms+Q2+2015/-/E-RES120645 http://www.ana.net/miccontent/show/id/kf-2016-brand-activation-forecasthttp://www.adweek.com/digital/twitter-says-users-now-trust-influencers-nearly-much-their-friends-171367/https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/

Influencer marketing provides 11X more ROI than traditional advertising

73%Of marketers said they had allocated budget to influencer marketing campaigns

BUDGETS GROWTH

Influencer marketing is predicted to be the fastest growing brand activation channels through 2020

INFLUENCE

49%Of consumers say they rely on recommendations from influencers when making purchasing decisions

CELEBRITY

6 in 10YouTube subscribers would follow advice on what to buy from their favourite YouTuber over a celebrity

THE DARK SIDE OF INFLUENCERS

HOW LG REACHED 5M WITH INFLUENCER MARKETING

CASE STUDY

• In Jan 2016 LG announced plan to triple sales of its HD TVs and monitors

• To help achieve awareness LG partnered with YouTube video produce, Devon Super Tramp

• The goal to create a series of engaging YouTube videos, editing tutorials and Instagram content designed to appeal to ordinary social media users and professionals in the editing, music and graphic design industries

BACKGROUND

• LG’s ‘Seriously Professional’ campaign reached 7.4m social media users across all social media networks and 2.3m YouTube views

• LG increased exposure in US market by working with one of the top US influencers for a cross channel campaign

• Targeted industry professionals by highlighting notable features on their new products and creating a series of behind-the-scenes videos and tutorials

RESULTS

STARWOOD HOTELS AND INSTAGRAM INFLUENCERS

CASE STUDY

• Starwood recently opened two new hotels, Le Metropolitan and Le Dokhan’s, both in Paris

• To increase brand awareness and drive bookings they partnered with top travel and lifestyle Instagrammers

• The Instagrammers documented their experiences while staying at the hotels and included links where fans could reserve a room directly through the influencer’s post

BACKGROUND

• The hospitality brand’s campaign reached almost 500k Instagram users and many more across each of the social media star’s corresponding social media channels

• Starwood’s influencer-driven campaign generated more than 17k likes on nine pieces of original, brand-sponsored content

RESULTS

WHERE WE’RE HEADED