not your parent’s borax. · of pinners use pinterest to plan or make purchases. 93% of facebook...

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1March13,2018

NotYourParent’sBorax.TheRoleofInfluencersinShapingConsumerPercep?onsofAnAge-OldBrand.

Inmar confidential – do not copy, distribute or use without Inmar written permission, 2017

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20MuleTeamBorax

Likeitornot,today’ssocialshopperscano@endiscover,spreadandcreatenewusageoccasions(eventhosethatarenotbrand-approved)forbrands.Caseinpoint:20MuleTeamBorax,orTMTBorax,forshort.TMTBoraxhasbeeninmillionsofhomesforseveraldecadesasaversaLlecleaningproduct,butitwasn’tunLlarecentsocialtrendthatthrustthisall-purposeproductintothehomesofourcountry’sburgeoningmillennialsegment.TMTBorax’schallengewastoeducatetheirnewfoundmillennialconsumeronthevarietyofapprovedusagesfortheirproductinhopestomakeTMTBoraxastapleitemintheirfamily’sshoppingcartforyearstocome.


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WhyInfluencerMarkeLng?


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2017wastheyearoftheinfluencer

86%ofmarketersusedinfluencersin2016

94%foundthetacLctobeeffecLve


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73% of people wouldn’t care if brands disappeared from their life!


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of Pinners use Pinterest to plan or make purchases.

93% of Facebook users bought an item after favoriting it.

38%

of consumers use social media to make purchase decisions.

74% of internet users read blogs

77% of Instagram users have used their mobile phone to make purchases

1/3

of YouTube viewers say a video influenced a purchase.

50%

Brandsneedtobewheretheaudienceis


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People don’t share your brand with their friends because they like your brand

They share your brand with your friends because they like their friends!


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WhereinfluencermarkeLngisgoing

BLOGS VIDEO Instagram! Twitter Parties Pinterest!

2008-16

Microsites!Multicultural Ambassadors

Blogs!VIDEO!INSTAGRAM!

Pinterest Microsites

Experiential

MULTICULTURAL

2017&BEYOND

SAMPLING

SHOPPABLE CONTENT

Fromitsrootsprimarilyfocusingaroundmombloggers,influencermarkeLnganditscontentcreatorshaveevolvedtoscalewithnewpla]orms&influencerstrengths


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A`ribuLonmodelsconstructedtolinkinfluenceracLvitytoin-storefoottrafficandsales:•  LoyaltyCardStudies•  CouponRedempLons•  AffiliateNetworks&

ShoppableContent•  MobileProximitytoRetail•  POSAnalysisStudies

2017&beyond

PixelverificaLonandrealizedimpressionmetricsprovidemorerealisLcreach/viewdata

2014-16

AdverLsersbegintoacceptnewsocial/influencermetricsasKPIs:•  Blog/SocialReach•  PotenLalImpressions•  Engagements

2011-13

Industrycreated;newsuiteofmetricsintroducedtoalignwithexisLngsocialmediareporLng

2009-10

InfluencerMarkeLngMeasurement:AnEver-evolvingEvoluLon

OCT2017


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OCT2017

Beyond2017:MeasurementInnovaLon

DeeperTimeonContentExploraLonDiscoveringcorrelaLonsbetweenLmeusersspendviewingcontentandengagementrate,in-storesales,brandaffinity,etc.

UserFlowAnalysisDevelopingabe`erunderstandingofhowusersflowthroughtheinfluencercontentecosystembyprovidingmorein-depthadperformancereporLng

DeeperAudienceInsightsUnderstandyouraudience’sbehavioralcharacterisLcsastheyrelatetodifferenttypesofcontentandadplacements


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What’stherightbalancebetweenquanLtyandquality?

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Brandividuals… Advocates… Web celebs… Brand ambassadors… Tastemakers… Trendsetters… Experts…

Influencers Inmar confidential – do not copy, distribute or use without Inmar written permission, 2017

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Perceivedlevelsofinfluence

Celebri?es

Web-celebs

Influencers

Bloggers

Advocates

Fans


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WhatmakessomeoneinfluenLal?

reach

relevance

engagement

rela?onships

reach

engagementrelevance

rela?onships

…mostbrandsfallintothetrapofthinkingreachistheonlyindicaLonofinfluence…

“

”

…otherthingssuchashowpassionatesomeoneisaboutatopic,howtrustedtheyare,howmuchfirsthandexperiencetheyhavewiththeproducto@enbecomemuchmorevaluablemeasurementsofinfluence…

“

”


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WhatmakessomeoneinfluenLal? Reach

UniqueImpressions

RelevanceDemos,Exper?se,SocialTrust

Rela?onships

EngagementLikes,Comments,

Shares

ROAS

ReachisposiLvelycorrelatedtopotenLalimpressionsbutisinverselyrelatedengagement…

EvenaspiraLonalbrandshaveatoughroadconverLngcelebrityendorsementtosocialtrustandrelevancewithconsumers.

ConverLngsocialtointenttobuyrequiresdeeperrelaLonshipthathighreachnumberscannotCulLvate,socialsimplyputismorepersonal…

Trueengagementisalsopersonal.Likes,Comments,andSharesbuildtruebrandawarenessandmovingshoppersalongpathtopurchase…

WethinkofSocialContentasaconeofinfluencethatstartsatreachandleadstoconversion.Butincreasinglydatashowsthathighreachdilutespathtopurchase…


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WithinfluencerselecLon,moreo@enmeansless


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349influencersvs1LebronJamesorNashGrier

How we assess risk Amplification Rate = Median Amp Rate = 1.2x % Content with Amp Rate > 1 = 20%

R x F E

Cost Equivalent

1 Lebron 20% 1.4 Nash Grier 28% 349 Mainstream Influencer 90%+

Viral probability


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I’dratherhavethreepeopleseemycontentandproceedtobuymystuff,thanhaveahundredpeopleseeit,butonlyoneofthembuy.GaryVaynerchuk


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MatchingtheRightInfluencer—andContent—totheRightPla]orm


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impressions, share of voice

cost savings, resolution times/rates,

sentiment

web traffic, leads, sign ups, sales

# of advocates, audience growth, level

of conversation, revenue

ideas, community growth

connect with customers

brand awareness

become market leader

share company information

build new audience(s)

engagement

lead generation

increase sales

provide customer support

advocacy

increase loyalty

innovation

likes, shares, mentions, comments,

campaigns

BusinessobjecLves BrandshoppermarkeLngKPIs


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Pla^orm Objec?ve TypeofInfluencerContent

Awareness,audiencegrowth,brandequity,purchaseintent

Visualcontent,socialcontentads,canvas,FacebookLive,360video

ProducteducaLon,evergreencontent

Longformstorytelling,visualstorytelling,video,recipes

Purchaseintent,traffic,sales,evergreencontent

Visualstorytelling,recipes,infographics,offer:promotedPins,BuyablePins,promotedvideo

Awareness,traffic

Strongvisuals,animatedGifs,Twi`erparLes

Brandengagement,purchaseintent

Strongvisuals,Instagramstories,shortformvideo,Boomerang,albums

Awareness,trial,educaLon,newaudiencegrowth

Shortandlongformvideo:tutorials,howtovideos,unboxingvideos,eventcoverage,storytelling

Brandawareness

Userstories


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Best-in-classTipsforStrikingPartnershipswithInfluencers


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Best-in-classguidelines

Keys to success Campaign KPIs

Establish clear guidelines and KPIs

Trust that they know their audience.

Take the handcuffs off the influencer

Give the influencer feedback post

campaign

Create a mutual beneficial value

exchange

Leverage the content brand’s owned

channels


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Borax:casestudy

CampaignInsights:

•  CreaLngsocialbuzzandbrandawarenessamongstmillennials.

•  HighlightthemanyusageoccasionsBoraxcanhelpcleanhouseholdareas

•  EncouragetrialanddrivetoBoraxUsagepage

•  UsemillennialInfluencerstocreatelongformcontent/tutorials

•  CreateacustomvideohighlighLnglaundryhack,helpcleanLleshackandadeodorizeyourtrashcanhack

•  Leveragesocialcontentadsforaudiencegrowth

•  AggregatecontenttodrivefurtherengagementfoundonBoostWithBorax.com

•  FuturesocialcampaignsshouldleverageHigh-ReachInstagrampla]ormas25%ofallengagementsoccurredonthispla]orm.

•  35-44womenweremost

engagedaudience.25-34weresecond.

•  SocialContentAdsprovedeffecLvewithaCTRof3.1%.Highestperformingad-unitsshowedatutorialin-progress

CampaignStrategy: SocialStrategy:


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Amy from Sizzling Eats

“AllthisLmeIhadaboxofBoraxandneverknewwhatotherthingsbesideslaundryyoucoulduseitfor.I’mgoingtototallytryusingitasacleanerovertheweekend.”

-ReaderComment

83.3KBlogreach42.4KTwi`erfollowers

22.5KPinterestfollowers8.8KInstagramfollowers

Borax:tutorialhighlight


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Borax:customvideohighlight

219K+ VideoViews

29K 100%Views

443K Impressions


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BoraxResultsTotalCampaignResults

TotalContentViewsfrom28BlogPostsExpected:42,000*

70,917

1:55 AverageTimeonContentExpected:1:45*

6,713 TotalEngagementsfrom28BlogPostsExpected:9,800*

1.7% CombinedClick-Thru-RateExpected:1-3%*

*BasedonhistoriccampaignperformanceInmar confidential – do not copy, distribute or use without Inmar written permission, 2017

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28Inmar confidential – do not copy, distribute or use without Inmar written permission, 2017

Takeaways

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Best-in-classguidelines

Keys to success Campaign KPIs

Establish clear KPIS

Take the handcuffs off the influencer

Provide clear guidelines to the

influencers

Leverage the content beyond the influencers

Review the influencer & their content closely

Leverage the content beyond the influencers


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Thank you BrianDorganVicePresidentBusinessDevelopmentCollecLveBiasBrian.Dorgan@inmar.com

KenKrasnowVicePresidentOmnichannelMarkeLngHenkelKen.Krasnow@Henkel.com


not your parent’s borax. · of pinners use pinterest to plan or make purchases. 93% of facebook...

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