influencer marketing
Part 1: OVERVIEW of INFLUENCERS @urksanchez WHAT is influencer marketing? WHO are influencers? The POWER of influencer marketing REASONS to use influencer marketing Part 2: HOW To Use Influencers @earthtobrides Identify your business GOALS How to FIND them EVALUATE them ACTION plan @thehealthyintent
Meghan Bergman Connect with me: @thehealthyintent Social Media Strategist at Hubbard Interactive Graduate of University of Wisconsin-Madison School of Journalism & Mass Communication Client Industries: Food, Non-Profit, Health, Service, Home Improvement Favorite platform: Instagram Likes: Fitness, healthy cooking, writing, MN Hockey Blogger & Micro-Influencer
@thehealthyintent
Eric Sanchez Connect with me: @urksanchez Social Media Strategist at Hubbard Interactive Graduate of Augsburg College Client Industries: Food, Recreation, Non-Profit, Sports Favorite platform: Instagram Likes: Photography, running, volleyball, Cooper Instagram Influencer
@urksanchez
Throughout the event, enter our GIVEAWAY: #Sweepstakes
Part 1: What is Influencer Marketing?
What Why use is Influencer Influencer Marketing? Marketing? Influencer Marketing is one of the hottest strategies for getting a brand in front of a large targeted audience.
What is Influencer Marketing? Influencer Marketing is all about working with influential people to help promote a brand s products and services to engaged audiences.
What is Influencer Marketing? From Facebook and Twitter to LinkedIn, YouTube, Instagram, Blogging Sites, Snapchat and all other social media platforms, influencers are now everywhere... endorsing products, making recommendations and influencing people s perceptions, behaviors and purchase decisions.
Influencer Marketing The most credible advertising comes straight from the people we know and trust. - Nielsen
People Trust People Consider each of the phrases: I m the greatest. You should meet my friend, he/she is the greatest. Which do you trust more?
Who Are Influencers?
Who Are Influencers? influencer noun [ C ] /ˈɪn.flu.ən.sər/ /ˈɪn.flu.ən.sɚ/ Someone who affects or changes the way that other people behave: through their use of social media.
Who Are Influencers? Celebrities Industry Experts
Who Are Influencers? Content Creators Bloggers
Types Of Influencers
Types Micro Macro Virtual Pet
Micro Influencers:1,000-100,000 Micro-influencers are not traditional celebrities, but rather individuals who work in their category or are truly knowledgeable, passionate and authentic. They are seen as a trusted source when it comes to recommendations for what to buy.
Macro Influencers: 100,000+ Followers Macro influencers are celebrities with large followings on major social networks such as YouTube, Instagram, Facebook, and in some cases, individual blogs. Great for visibility and awareness.
Virtual Influencers: The Threat? Virtual influencers operate online much like real-life ones do. Meet Shudu & Miquela. Brands want to team up with them to tap into their fan base. Meet Shudu Gram and Miquela Sousa. Shudu is the world s first digital supermodel while Miquela, also known as Lil Miquela, is a virtual influencer. Do you want a real or virtual connection?
The Rise of Pet Influencers @midwestcanines 3,495 followers @pointerproblems 40.9K followers @mr_jack_the_lab 6,406 followers
The Power of Influencers
On The Rise The number of influencer marketing posts on Instagram doubled to over 1.5 million in 2017 and continues to grow. (Falcon.IO, 2018)
On The Rise 74% of people turn to social networks for guidance on purchase decisions (Ogilvy Cannes, 2014)
The Power of Influencer Marketing
Future Growth
Why Use Influencers?
Why? Trust Engagement Authenticity Results
Audience Trust People trust other people They follow influencers who fit their lifestyle and interests Influencers know their following and already have established trust with an audience
Engagement
Authenticity Word-of-mouth recommendations Ability to reach consumers authentically in the places they choose to pay attention to Influencers want to provide their followers with compelling content Influencers know their followers and what they want to see Brands give influencers creative freedom when it comes to creating content
Produce Results Influencers work with brands that fit well with their own personal brand It s trackable and it helps SEO It can help businesses get more conversions, brand awareness, and sales User-generated content
Using Influencers For Your Business
Campaigns PR Brand Awareness Sales Conversions Growth
Influencer Campaigns Determine what type of campaign you re looking to run with influencers.
PR- New Product Launch Campaign: PR- New Product Launch Goal: Promote launch of new product to generate excitement to a targeted audience (ideal customers). Objective: Have influencers try product/or experience first before it s available to the market to build up curiosity and excitement about it.
PR- Product Review Campaign: PR- Product Review Goal: Get potential customers excited about your product & prolongs the hype that you get from the review. Objective: Influencers give your product or ecommerce store the boost it needs by writing about their experience using the product on their blog.
Sales and Conversions Campaign: Sales and Conversions Goal: Turn fans into customers and increase product sales Objective: Influencers promote their unique promo codes and swipe up features for Instagram and Snapchat to their followers to use to get a special discount. (trackable)
Brand Awareness Campaign: Brand Awareness & Brand Ambassadors Goal: Build & maintain long term relationship with brand Objective: Influencers are the experts that relate to the brand, its product, and services. (Giveaways, Event Sign Ups, Promo Codes)
Part 2: How Do I Do This?
Find Influencers Business Category Audience Find Influencers
Consider Your Business: What Category Do You Fit In? BEAUTY @desiperkins FASHION @jseverydayfashion FOOD @ldncheapeats TRAVEL @expertvagabond LIFESTYLE @livingwithlandyn FITNESS @rrayyme DIY @ispydiy TECH @dailytekk
Consider Your Business: Where Is Your Audience? Facebook over 1.95 BILLION - more than half use it DAILY YouTube over 1 billion users (4 billion views per day) Instagram has 800M monthly active users, with over 500M of them visiting Instagram every single day Twitter over 500 million users Pinterest over 100 million users Snapchat over 100 million users
Where Do Influencers Spend Their Time? Instagram 99% of influencers said they use Instagram to execute their influencer marketing campaigns Facebook comes in 2nd at 70% Influencers often have multiple integrated platforms for their brand
How to Find Them The Fan: These are micro-influencers who are already fans of/customers/interested in your brand. Example: Restaurant or food brand Check out your followers with food or foodie in their username Find who your competitors have worked with Look for the people who tag you in photos and Instagram stories This is often the easiest place to start looking.
How To Find Them The Niche Influencer: Searching relevant hashtags to your industry on Instagram to find people who are already interested in products/services similar to what you offer.
How To Find Them The Local Blogger: Do a Google search for bloggers in your desired location to find resources and articles listing potential bloggers you can work with. Use this information to search for their social media profiles. Search: Bloggers in (location)
Review Their Work Search Through Social Media: Can review previous work or credibility of influencer.
Choosing The Right Influencers
3 Steps Identify Goals Establish Credibility Calculate Engagement
Identify Influencers Who Fit With Your Brand Always keep your brand top of mind Influencers helping your brand should fit right in Consider their demographic, style, and interests - to determine if that influencer truly resonates with your brand Find an influencer who has the audience you want to reach Pay attention to who is following that influencer @atlasandmason
Step 1: Identify Your Goals Identify: 1. Who are you trying to influence? (Choose category) 1. What is your audience interested in? 1. Demographics of your audience 1. Social media platforms your audience uses 1. Who do your customers and prospects trust? @fooddolls @kaieatsworld
Step 2: Look for Credibility in Profile Lists contact information Link of credibility Lists industry of influence Lists location Large local followers Quality photos and posts Lists branded #hashtags
Step 3: Calculate Engagement Rate 751 engagements / 14,000 followers x 100 = 5.36% Engagement Rate
Engagement vs. Followers The value of influencers isn t their follower count. It s their ability to capture the attention of their audience, no matter what size it is. It s about conversations and QUALITY of followers.
Lights, camera, ACTION!
Best Practices When Planning Your Influencer Campaign Send them a Direct Message or email Ask for their Media Kit (like a menu of stats and options) Negotiate the terms of the partnership Determine the payment - In product, an experience, in money Timing Your Campaign - Season, length of campaign, inventory available Come up with a way to track the partnership. - Adding a trackable link is key to identify leads, sale, etc. - Promo Codes, #Hashtags, Google Analytics
Media Kits
Follow the FTC s Guidelines Abide by the FTC s (Federal Trade Commission) Guidelines: Don t be deceptive! Disclose the partnership in each paid post Brand sponsorship needs to be clearly indicated (*within the first 3 lines*) As long as influencers disclose content that is affected by their relationship with a brand, everyone wins Safe to use: #ad #sponsored #PaidAd Not Safe to use: #partner #sp or no disclosure at all
Questions?? www.hubbardinteractive.com
Thank You! www.hubbardinteractive.com
Up Next: Winning the Biggest Opportunity in the Smallest Moment