identifying your influencers

45
going beyond the celebrity – identifying your influencers Chris Tradgett - Publisher Discovery Influencer Marketing Days New York – November 2016 #influencerdays @tradgett

Upload: publisher-discovery

Post on 25-Jan-2017

119 views

Category:

Marketing


0 download

TRANSCRIPT

PowerPoint Presentation

going beyond the celebrity identifying your influencers

Chris Tradgett - Publisher Discovery

Influencer Marketing DaysNew York November 2016#influencerdays @tradgett

HELLO

Think weve all gone way beyond the simple celeb endorsement by now >

1

Who am I?#influencerdays @tradgett

We are all a product of our upbringing and career

Barbara mentioned sharing stage with Dick van Dyke my fur coat days coincided with sharing a stage with Mark Knopfler - before he started Dire Straits!

Was 8 years at buy.at (sold to AOL in 2007 > the to Affiliate Window) then worked client side at Easyspace

Network and client had used Syntryx til its data ran down hill so always interested in the forensic side of the industry. Past 4 years developing the PublisherDiscovery platform.

>2

Finding influencers in your nicheInfluencer marketing bridges the trust gap between the audience and the brand Brian Fanzo

#influencerdays @tradgett

Weve heard from Todd there are as many definitions as marketers I like this from Brian

Im going to share some examples of how affiliate and influencer are just two labels applied to a grey scale of publishers who monetise websites.

Will give some examples of how affiliates can work as influencers what levers work and social performanceHow you can mine data to discover them

67.6% of marketers said the hardest challenge was finding relevant influencers TapInfluence

And Ive some examples of how affiliate and influencer are just two labels applied to a grey scale of publishers who monetise websites.

>3

#influencerdays @tradgett

Only 3 years ago as others have outlined this week it was about CELEBS

Now its style leaders and influencers may not be the same >4

The traditional magazine influencers are being challenged#influencerdays @tradgett

Nicole Phelps, Anna Wintour, Sally Singer and the old guard of Vogue writers

now being challenged by Susie Bubble, Blonde Salad and street style leaders.

Thats all very well in high profile high fashion still measured by who wears what on the red carpet!

What if your market is something less glamourous

>

5

WHO ARE YOURINFLUENCERS?#influencerdays @tradgett

What if my niche is Online Software Wood Flooring Country Holidays Power tools?

Who are the influencers MY customers turn to?

Traditionally of course it would have been consumer magazines or even asking friends word of mouth back to where we started

But its in a connected world in the digital age

>6

#influencerdays @tradgett

This was taken over in some part by retailers themselves led by Amazon of course Tripadvisor eBay and many more

In part here, the BRAND is the INFLUENCER

>As is of course the individual and tripadvisor and others take it one step further gamification of the review process in peer-to-peer influencing.>

Amazon and most others use the simpler model they retain more control perhaps

but >

7

Influence is fragmentingYour customers look to friends and even strangers for opinions on your product#influencerdays @tradgett

Influence is fragmenting

>Customers dont just ask their friends but turn to strangers and anyone with a viewpoint

Nielsen reports that 92% of people trust recommendations from individuals over brands even strangers!

The Dos and Donts, Top Tips and tricks - and Top10 widgets sites have proliferated and become as useful a resource the review magazines of 20 years ago like Which? And Good Housekeeping in the UK

More importantly - performance AND content marketing are no longer constrained by their SILOs as weve heard we are heading toward a truly integrated approach

I want to give a few examples of recent campaigns and AFFILIATE/MERCHANT relationships that demonstrate how this can work for you WHATEVER NICHE youre in>8

Examples from affiliate campaignsTopShop Affiliate Window bloggersToysRUs affiliate social bloggerFashion Sector affiliate influencer search#influencerdays @tradgett

So

Heres a few examples of how the marketing silos are breaking down - and where affiliate and influencers intersect

9

affiliate in the fashion sectorand

#influencerdays @tradgett

And look first at Affiliate in the fashion sector

Traditionally the reserve of the higher profile celeb and power middle influencers

Here we see the benefit of mass involvement using broader communications

>

10

TOPSHOPexecuted its most successful London Fashion Week content campaign to date in September 2015

#influencerdays @tradgett

One of the biggest dates on the fashion calendar

High street fashion chain Topshop always active around it in multiple channels >

Best campaign ever

11

#influencerdays @tradgettTaking responsibility as a brand to drive the affiliate industry forward, TOPSHOP focused its efforts on making affiliate marketing easier for bloggers and content publishers during the run up to London Fashion Week.

TOPSHOP are the Only high street shop who showcases at LFW

TOPSHOP also have a great belief in performance marketing - Affiliate is a central core of inbound

Topshop took the step to increase their support for affiliate publishers measurability a key benefit of a performance channel

>12

#influencerdays @tradgett

TopShop invested in their own affiliate hub site

Linked Awins Fashion Twitter feed with their own and Instagram

Integrated with Awins Darwin publisher interface to deliver the specific support and creative showing how a real brand/network partnership delivers on core brand objectives.

>

13

#influencerdays @tradgettWorking closely with Affiliate Window in the UK market, they made specific content available for affiliate bloggers via the network.

Awin reinforced their fashion focus with specific sector events

TOPSHOP Worked closely with Affiliate Window to discover and engage the right aff bloggers and broader affiliate base and discover and recruit from outside their own network

providedSpecific banner creativeEmail templates and contentBlog content bespoke for higher performersWorked-through communications strategy >

Fighting back against the challenge in the UK fashion space from Rakuten LS -

>

14

#influencerdays @tradgett

even if you missed it, Top Shop kept up the communications to strengthen the brand >

15

#influencerdays @tradgett

Awin Affiliates engaged with TopShop

Awin also managed to recruit a wider selection of bloggers and fashion influencers to use or trial the affiliate payment model and grow their affiliate program

>

16

#influencerdays @tradgett

Even non-fashion general affiliates got involved

Heres a charity rebate site reinforcing those messages

And The result >

17

#influencerdays @tradgett

UK industry DADI awards (Drum Awards for Digital Industries)

But more importantly for TopShop and Awin >

18

TOPSHOP transformed this rich content into a 62% increase in Year on Year revenue

#influencerdays @tradgett

A massive 62% YOY revenue increase through affiliate channel

Sensibly the affiliate channel is seen as acquisition and NOT a marketing cost so

Where influencer channel marketing may have been constrained by budgets the affiliate channel wasnt held in check

Results of course could also demonstrate a real ROI

which made everyone very happy >

19

#influencerdays @tradgett

The next example is of a young Mum helping other young Mums via facebook and developing as an influencer

>

20

affiliate social blogging

#influencerdays @tradgett

Ashleigh

Set up page to share her savings and quickly realised she could monetise it as an affiliate.

Then met and teamed up with Redu, a locally based agency to really ramp it up with some great people such as Warrick Lambert on the team

Christmas 2015 campaign gave the opportunity for tie up with ToysRUs

>

21

#influencerdays @tradgett

Current activity as you can see is strongly commercial and is still received well by her target audience as Ill show

She already had a strong following > in facebook especially

22

#influencerdays @tradgett

which of course is perfect for their core audience of young mums

So what started as a lucky experiement for her - with REDU helping, this could now be managed

>

23

#influencerdays @tradgett

As we can see:

Latham talked in the earlier session about the social stats they share with merchants

Young female demographicVery much localised to UK with strong North East bias >

REDU helped Ashleigh to maximise on her personality with her following and to expand the appeal:

Managing post frequency and contentAdding video and brand content to build engagementNegotiation with networks and merchants such as CJ and ToysRUs

>

24

#influencerdays @tradgett

Staring with Black Friday2015 activities and posts all the way to Christmas

Key November competition was Win Christmas with 1000 of Toys and games ToysRUs brand not pushed too hard but evident in much of the content and video sessions

As you can see reached over 480k people

PLAY VIDEO > [over.] not sure how this will work and really homely and believable presentation by just another excited young geordie Mum

may be need a translation or subtitles!! - And could be a reason for the North East bias!!

>

25

Work closely with affiliate networksSpecific merchant deals for prizes and giveawaysClose monitoring of campaigns and conversionsStrong year on year revenue growth

#influencerdays @tradgett

Honing of communication strategy during 2015 culminating in Win Christmas:

Steady growth in fans which continues,Much stronger engagement in 2016Higher engagement per post allowed to reduce the post frequency

When this is analyzed further>

26

#influencerdays @tradgett

They saw

Video clicked through on less than a status but achieves higher engagement BUT with much lower revenue resulting directlyStrongest revenue comes from status and photo posts

All about balanceTest and repeat tweak and test again

Next I want to share >how research helps in developing a channel by analysis of affiliate network data

27

plus sizeinfluencersin affiliatemining the networks

#influencerdays @tradgett

We worked closely with Navabi brand in Germany a while ago to increase blogger engagement

>

28

#influencerdays @tradgett

Navabi had used the usual channels in network affiliate search tools and via their account managers >

There are huge number of tools for finding bloggers by keyword:

Klout buzzsumo traakr Kred and plenty more appearing still

Old-school google research their keywords such as plus size heavily dominated by retailers

So they were keen to explore other ways of discovering influential affiliate bloggers Enabled simple monetisation model Simpler recruitment options via network

>

29

Plus size in affiliate networksaffiliate websites with plus size content

#influencerdays @tradgett

We worked with them - looking for their keywords within affiliate networks.

This was of course in Europe plus size is still a main keyword in German

Ive added in more US based networks to the mix for relevance here

>

30

#influencerdays @tradgett

Using our own Publisher Discovery technology here.(so apologies for any tech bias)

Analysis of network tracking by merchant ID delivers a useful set in this case its TopShop showing up with 173 blog sites

Useful but a bit mixed from Navabis pov - so

A simple analysis of network tracking for the keyword in page title was a start point -

Showed Awin with 260 websites which had page titles or urls including that keyword

Such as vivelesrondes and curvyfashionista

When we look at that > across multiple networks

31

plus size intitle by network#influencerdays @tradgett

We can identify where we should be focusing in research

A simple pivot table of those websites and importantly how many of the networks each of those sites links in to >

the intersections shows up the more active affiliate websites - when filtered by their influence score (Linkdex algorithm based on Alexa / Majesic / etc)

Filtering out the usual crop of rebate and coupon sites from the mix delivered a set Navabi were able to set about engaging with

Such as curvyfashionista again and authentiallyemmie among others

>

32

#influencerdays @tradgett

We of course were using our own platform data

Search the keyword in entity search and Curvyfashionista figures strongly again

Navabi were able to use more in-depth knowledge and understanding of the affiliate so the first conversation was informed and ideally focused.

> There are a lot of other SEO tools that of course do a lot of this anyway so if youre not using affiliate analysis yourselves, try the free stuff from similarweb, SEM Rush and others>Or tap into your SEO team who can usually help.

>

33

#influencerdays @tradgett

So interacting with Influencers like Marie Denee who we also see is an active affiliate - is on a much more informed basis with more understanding of their online activity

273,000 monthly views 51% from the US so a much broader appeal than may appear at first sight

We see >

34

#influencerdays @tradgett

And you can mine some of the data such as this free stuff from Similarweb which can add a lot

Shes working a lot more with Pepperjam than before!

>and big in facebook and Pintererest>- As its name suggests there s also some similar websites >

35

#influencerdays @tradgett

> emmie again 14k facebook fans 9k twitter followers

6,000 monthly web views

But what if youre not in fashion

Weve looked at toys already though thats a similar demographic in some regards

What if your niche is not mass market or as exciting >

36

Technologyinfluencersin affiliatemining the networks#influencerdays @tradgett

What about technology?

And what about non-sexy technology = NOT gaming consoles - NOT tablets and phones

Bear in mind - consumers for many tech products will only seek opinion of an influencer briefly maybe only once.

They STILL need to be seen as authoritative - and over time

So lets test cPanel >

37

cPanel intitle by network#influencerdays @tradgett

A similar analysis of keyword by network in the US shows up CJ and Shareasale as good resources -

would you believe there were 200 sites with a page on cPanel???

A pivot analysis of the websites showing up reveals very few intersections between networks and a very different landscape of affiliates

Very much a global market

38

#influencerdays @tradgett

Warriorforum 3.1m monthly views 21% USA 9% India6% UK

Freefixer is a removal tool 1m monthly 27% US10% UK4% Germany

54tf.com - 4.2m monthly 79% in China9% in USA

In a globalised product niche so all are potentially relevant publishers

39

Wordpress Hosting intitle by network#influencerdays @tradgett

Wordpress Hosting really focuses the networks not surprisingly, given the number of web hosting merchants on CJ and Thesis Theme and hosting on SAS

>

40

#influencerdays @tradgett

Findbestwebhosting12,000 monthly visitors22% from the US so similarly global

TechVise68,000 views15% US

Wpsquared11,000 views19% Pakistan15% US+India, Turkey

>41

So

Who are YOUR influencers#influencerdays @tradgett

SO

It really pays to examine your own keywords and where youre performing but

EVEN MORE IMPORTANT analyse your brand against your competitors.

I use an example in our demos to compare Macys with Bloomingdales in natural search which shows that despite similar inventory watches handbags

Macys walks all over Bloomingdales there You can research in the same way in your own niche

So to recap >

42

Analyze your own keywords and understand your competitive setFind which affiliates score well and figure well in search and trafficBuild relationship between network/ OPM/brand and affiliate influencerManage attributions and expectations Ensure adherence to FTC guidelines

#influencerdays @tradgett

Your keywords

Look for affilaites in your own network / program / who figure well

Reach out by email as Latham and social works in many cases way better than email for the momentUnderstand the publisher on a as we saw with Marie Denee Build those relationships this is PERSONAL

Deal with program levers attribution expectations of tenancy

Ensure compliance

>

Thats not it of course theres always going to be more to this fast moving performance/influencer it could change next week with Google - the mobile index separating and taking lead position.

I guess that will be another story >

43

#influencerdays @tradgett

Thank you very much for staying awake if you have any questions

Or catch me later this afternoon and I can share some of the detail

>44

#influencerdays @tradgettChris Tradgett

Publisher Discovery publisher-discovery.com

45