the new power couple: paid and earned influence
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Host
Hillary Settle@hmbyers
Director of Marketing
Joseph Cole@joefcole
VP of Marketing
Guest Speaker
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What Is Influencer Marketing?
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Demystifying Influencer Marketing
1. Powerful 2. Social 3. Sexy4. All the rage with
marketers and CEOs5. Arbitrage 6. Currently affordable 7. “Native” advertising 8. Powerful SEO 9. Trackable and scalable
10. ROI
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But, what exactly is an Influencer??
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Celebrity Endorsement
Influencer Content
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Volume & Engagement
Infl
uen
ce
Hyper Influencers
Journalists/Media
Power Influencers
Channel Partners
Micro-Influencers
Brand Advocates
Current Customers
Citizen Influencers
46K
1.6M
254K
32K
5K
30K
1K
33K
Influencer Social Landscape
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#AGEOFINFLUENCE The Power Middle
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#AGEOFINFLUENCE Power of The Power Middle
Sources: MSLGROUP and SocialChorus
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Why Is Influencer Marketing So Powerful?
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Influencer Marketing Creates Word of Mouth
92%of people trust
recommendations from other people over brand’s direct
promo content
57% 70%seek out
recommendations before making a
purchase decision
of Millennials and Gen Z say they trust people they
follow online, while only 40% say they trust
celebrities
Sources: Nielsen;
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Decline in Brand Organic Reach
Sources: SocialFlow
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Adblocking + Algorithm Changes + Platform Evolution
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Without real influence your content marketing doesn’t gain traction.
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The Two Sides of Influencer Marketing
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#AGEOFINFLUENCE What Is Earned Influence?
Earned Influence is an unpaid form of influence (think digital word of mouth) that focuses on creating long-term relationships with influencers and their
audiences through social media.
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Why Earned Influence?
Sources: Mavrck: Data based on a combined 10+ billion impressions across multiple platforms including Mavrck, Ad.ly, SveNe, TapInfluence, Nanigans & AdParlor.
It shows real results.
Earned relationships can take more time and effort than paid,
but they’re worth it for long-term success.
It’s authentic.
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The Value of Earned Influence: Identification
IdentifyFilter >6 million influencers by gender, location, conversation topic, and more
SegmentGroup audiences and tailor marketing strategies to them
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The Value of Earned Influence: Building Relationships
EngageActivate 1:1 messages or 1:1 messages at scale
MeasureDefine success metrics - Engagement Rate and Click Rate
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#AGEOFINFLUENCE What Is Paid Influence?
Paid Influence focuses on collaborating with social influencers to create content that will see high reach and engagement among audiences.
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#AGEOFINFLUENCE What Is Paid Influence?
Attract Convert Close Delight
How and where do consumers become
aware of you?
Whose voices do they trust
when considering your product or
service?
How easy are you making it for consumers
to go from intent to purchase?
What creates and keeps them in the
loyalty loop?
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#AGEOFINFLUENCE What Is Paid Influence?
ResonanceRelevanceReach
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Former AAA Hockey Player and Professional Skateboarder
Total Reach: 513K
Fashion & Travel editor of Goldnique
Sage Goldnik
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Sage Goldnik
Cost Per Engagement (CPE): $0.07
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Sage Goldnik@sagegoldnik
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How Can Paid and Earned Be Used Together?
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Paid and Earned Together
Paid to Supplement Earned
1. Opt-in marketplace of influencers who want to work with brands - intrinsic value.
2. Level of “professionalism” with creative agency level of product
3. Boost earned efforts and increase amplification
Earned to Supplement Paid
1. Reach out to influencers’ audiences and begin direct relationships with them
2. Share content created with paid influencers with relevant audiences
Both: Focus on creating authentic relationships with influencers.
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Where Is Influencer Marketing Headed in 2017?
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Bigger Focus on Power Middle and Micro-Influencers
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Bigger Focus on Power Middle and Micro-Influencers
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More Positions Created AroundInfluencer and Advocacy Marketing
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Marketers will call BS on the old digital and social metrics
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Influencer Marketing In Action
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TapInfluence partnered with fortune 500 food brand, Nielsen Catalina Solutions and 258 influencers to complete the first ever Influencer Marketing Sales Effects Study.
Proving Influence Drives Revenue
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How Tracking Works
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Incremental Sales
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11x is all you need to know.Sales Lift
Display ads: $16 per 1,000 impressions
Influencer Marketing: $285 per 1,000 page views
Evergreen ROIAdditional 2x views were generated after campaign concluded
Effective CPM is halved every 3 months
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Craftsman Increased Acquisition Rate to 27% Using Insightpool #MADEtoRACE at the True Race of Gentlemen
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ObjectivesCraftsman wanted to use Insightpool’s unique algorithm to:
● Identify key influencers
● Build 1:1 organic messaging
● Increase their acquisition rate and
engagement rates
Hyper-Targeted StrategyInsightpool identified these main groups to target
the campaign towards:
● Overall Racing Fans
● Women Racing Fans
● Women Pro Racers
● Classic Car or Car Restoration Lovers
● Automobile Journalists
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#MADEtoRACE Results:
● >1 million Total Reach from influencers acquired
● 2.3 million in exposure on #MADEtoRACE tracked through TweetReach
● 27% in avg. reply rate● 27% in acquisition rate
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Q&A
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