womma summit 2015: clever girls - social influencers
Post on 23-Jan-2018
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@cleverstefania
SOCIAL INFLUENCERS: WHY TOP TIER IS NOT ALWAYS BETTER
STEFANIA POMPONI Founder, President & Chief Evangelist
@cleverstefania
AGENDA • BRIEF INTRO TO CLEVER GIRLS & INFLUENCER MARKETING
• TYPE OF NETWORKS
• WHEN PEOPLE THINK OF INFLUENCERS THEY THINK…UNICORNS!
• WHAT ARE YOU GETTING FOR YOUR SPEND?
• REACH
• AMPLIFICATION
• MEASURING SUCCESS
@cleverstefania
WHO WE ARE WHAT WE DO BLOGGER PROGRAMS INSTAGRAM PROGRAMS PINTEREST PROGRAMS HOUSE PARTIES TWITTER PARTIES VISUAL CONTENT VIDEO REVIEWS SOCIAL AMPLIFICATION CLEVER SURVEYS CONTENT HUBS
@cleverstefania
WHAT YOU GET FOR YOUR SPEND CLIENT: Crest 3D White Brilliance Toothpaste System #GetPolished ASK: Beauty, Fashion & Lifestyle Influencers reviewed products & shared editorial blog posts to increase social conversaUon & product consideraUon among their readers CHANNELS: Blogs, Facebook, TwiWer, Instagram*, Pinterest* + TwiWer Party NUMBER OF INFLUENCERS: 35 IMPRESSIONS: 23.1M
762 LIKES 26 COMMENTS
THE FOX & SHE
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REACH CLIENT: Rescue Remedy #stressless2bmybest ASK: “Stressed out” female influencers shared a “BOGO” coupon & encouraged their followers & friends to download, share, etc. CHANNEL: Facebook NUMBER OF INFLUENCERS: 250 IMPRESSIONS: 41.5M INTEGRATED PROGRAM TOTAL IMPRESSIONS: 132.5M
@cleverstefania
AMPLIFICATION CLIENT: Hecy #SaidNoSchoolEver ASK: Mom influencers shared a tongue-‐in-‐cheek video promoUng their support of Box Tops For EducaUon CHANNELS: Facebook, TwiWer NUMBER OF INFLUENCERS: 150 IMPRESSIONS: 74M
163 LIKES 54 COMMENTS 12 SHARES
@cleverstefania
MEASURING SUCCESS GOALS What does success look like?
ENGAGEMENT All of the #s that are available to us, a sampling of the rest
MEASURING AGAINST CAMPAIGN BENCHMARKS Total social impressions – the aggregate
SENTIMENT SHARED FROM PARTICIPANTS & READERS Brand love & intent to purchase = ROI!
PIECES AND QUALITY OF CONTENT DELIVERED Smart brands repurpose original influencer content across channels
ELEM
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OF EL
LIS
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