smckc august breakfast - influencer bootcamp with fleishmanhillard
TRANSCRIPT
About Us
Mandy Levings @MandyLevings
Justin Goldsborough @JGoldsborough
Allie Wilmes @awilmes
Overview
• Why Influencer Marketing?
• Influencer Marketing Landscape
• Case Studies
• FTC Guidelines
Influencer Marketing is the New King of Content
Influencer content is authentic, creative and useful.
Can you say the same for your branded content?
Content Marketing
Influencer Marketing
5
INFLUENCER MARKETING LANDSCAPE
TREND #1: Beyond the Blog
• Over 400 hours of video are uploaded to YouTube each minute. On mobile alone, YouTube reaches more 18-49 year olds during prime time than the top 10 TV shows combined.
• Industry estimates say brands spend more than $1 billion per year on sponsored Instagram posts.
TREND #2: The Changing Value Exchange
• Seventy five percent of social influencers are unsure or believe they are not being fairly compensated.
• Close to 85 percent of influencers accept payment for posts.
• The average cost for a sponsored blog post is $200-$500.
• Compensation is not affiliate partnerships, running ads on their blogs or product trades.
• Partnerships may work harder for the brand at a similar investment with volume discounting and bundling strategies.
Influencer Continuum
Events
Product Review
Earned Content
Paid Spokesperson
HQ Tours
Blogger Conferences
Product Giveaway
Low
M
ed
ium
H
igh
$$$$ (Contract)
Value Exchange
$ (Product)
$$$ $$
Leve
l of
Co
ntr
ol
Content Creators (video)
Brand Ambassadors
Content Creators Twitter Chat
Social Posts
SET TARGETS AND KPIS
50,000
300,000
550,000
800,000
0 1 2 3 4 5 6 7 8 9 10
Compensation
"Last year was definitely my most profitable," she says. "I hate talking about money, but let's
just say it's more than I could have ever imagined as a 22 year old. I fully support myself,
and it's in the mid-six figures.” Quality/Content Creation
Rea
ch
10
Product Reviews & Giveaways
Original Content Creation
Impressions
Clicks Click-thru
Rate
Followers Engagements
(Likes, Comments,
Shares)
Engagement Rate
Subscribers
Views View Rate
Quantitative Assessment
MERGE ART AND SCIENCE
11
Contracts
• Scope of Work
• Content requirements
• Usage rights
• Required disclosures
• Exclusivity
• Compensation
• Terms
12
CASE STUDIES
Hallmark: Measuring Sales Impact
Blogger Partnerships | In-Store Marketing Search | Direct Mail | Sweepstakes
Digital Advertising | Paid + Earned Social Email | Hallmark.com
Internal Communications
Results • Exceeded
transaction goal by
113%
• 18% growth in
Hallmark social
channels
• 160 million
impressions
14
EA Sports: Madden ‘15 Let It Burn RESULTS
• Game sales spiked more than 12% YOY, and jumped 4% among young consumers.
• More than 21 million views in less than a week
• #MaddenSeason trended No. 1 on Facebook, No 2 on Twitter
Sleep Number: Influencer Content is King RESULTS
• Partnered with influencers to create SIQ Kids content
• Exceeded brand’s click-thru rate KPI by 106%
• Decreased its cost-per-website click by $0.30 vs branded paid social media
MEASURE AND OPTIMIZE
16
Chevy: #DayItForward
Results
• Drove 12.3 million video views
• Generated 31K #DayItForward mentions
• Garnered highest SOV ever for an automotive company promoted trend
17
Children’s Mercy Hospital: #CMHMoms
IRL Kick-Off Event
Ongoing Content Series
Live Chats with CMH Doctors
Results
• Engaged 10 local moms and two media partners
• In first 5-Months drove:
• 615 social media posts
• 6.4M impressions
• 5,391 engagements
18
Hallmark: Shoebox Re-launch
Most viewed Hallmark YouTube video, with nearly 5 million views (and growing!)
RESULTS
• Increase in Shoebox card sales YOY
• 105,246 followers across all social channels (303% beyond original goal)
• 4% increase in overall awareness of Shoebox from May to December
• 1.28 billion total impressions (141% beyond original goal)
• 18.4 million content actions (84% beyond goal)
Essense Designs: New Collection Launch Results
• Partnered with 10 influencers to drive awareness and store locator searches
• Generated 12.6MM impressions and 45.5K engagements
• Drove 2.7% campaign CTR, exceeding 1% benchmark
• Drove 375 conversions
20
Udi’s & Pizza Hut: Recipe for Success Results
• Earned 507M media impressions
• Earned 926 M social impressions
• Drove 2,520 pizzas on Super Bowl Sunday
• Drove 53% increase in traffic to Udi’s website
Banking on Influencers: Blog and Pinterest Results: YNAB
• Drove awareness and clicks
• CTR exceed campaign benchmark
Results: Bank of America
• Drove 6M social impressions
• Generated 29K re-pins
22
FTC GUIDELINES
The Red Flags Keep Coming
24
The FTC is Serious
25
What is Your Role?
Reach out to influencers who are not
remaining compliant with the FTC’s guidelines. Instruct consumers
about their responsibilities to disclose their connection to your business.
Advertisers must explain to influencers what
they can and can’t say about products.
Questions?
Mandy Levings @MandyLevings
Justin Goldsborough @Jgoldsborough
Allie Wilmes @awilmes
THANK YOU!
• “I have made a purchase based on a social media recommendation” (92%) – Blogs (80%) – Facebook (72%) – Twitter (33%) – Pinterest (30%)
• “I have made a purchase for my child based on a social media recommendation” (87%) – Toys (73%) – Apparel (55%) – Books (38%) – Food (37%) – Apps (36%)
• “I have made a purchase for myself based on a social media recommendation” (89%) – Apparel (51%) – House cleaning supplies (47%) – Food (47%) – Health & beauty products (46%)
Impact on Moms’ Decisions