influencers and your brand: finding the right fit · 2018-12-19 · selecting the best influencers...
TRANSCRIPT
Influencers and Your Brand:
Finding the Right Fit — From Boomer to Gen Z
November 14, 2018
Maria Bailey, BSM Media
Engagement Trumps Reach
Social Influencer Bubble Will Burst
What’s influence?
Not Every Influencer Fits Every Brand
Hierarchy of Peers
Finding the right influencer for your brand
• Who is your target market?
• What features of your brand or product do you want to spotlight?
• What are the benefits you offer to your target market?
There are all types of content to help drive visits
#DisneyKids
Preschool
Playdate
Mother/Daugther
outing @
Knott’s Berry
Farm
Bowling
Party
Disney
Princess
Half
Marathon
Homeschool
Field Trip at
Sea World
Social Listening
Selecting the Best Influencers for Your Brand
• DO NOT GOOGLE: “Best and Biggest Mommy Bloggers”
• Read their bio and know who you are talking to
• Evaluate their focus and how you fit in
• Look at their reach in terms of how much they engage with their
followers
• Evaluate the type of followers they attract
• Look at how many followers they have across multiple platforms
• Look for offline platforms for sharing
• Evaluate how they are representing other brands
• Determine if her other family members are socially active
• Avoid over saturated influencer for maximum ROI
Hidden Gems of Influencers
477+ million
online
impressions
23,000+
Total posts
across all
platforms
ENGAGING INFLUENCERS
ENGAGING INFLUENCERS
232+ million
online
impressions
18,000+
Total posts
across all
platforms
ENGAGING INFLUENCERS
Maximizing ROI – Long term relationship, 24/7 insights,
real time innovation, crisis support and marketing amplification.
1,000+
Influencers
72%
Engagement
Rate
500,000-
800,000
impressions
per quarter
Maximizing Your Relationship with Influencers
INVESTED VALIDATED REWARDED
Trends in Influencer Marketing
Traditional Media and Social Media Will Collide
Mom Bloggers Will be Replaced by Digital Families
SuperCouponLady.com
SuperDuperKidsBlog.com
Niche Engagement Will Grow
Autistic Moms & AdvocatesScouts & Troops Teachers
Moms Welcome Brands Into Their Homes
Video Reviews Will Grow
• 90% of Millennial and Gen Z Moms
consult a review prior to purchase
• Search by solutions
• YouTube generation
• Amazon acquires Twitch
Fast Form Videos Will Continue to Rise
Authentic and sharable content that drives incremental retail sales.
Peer to Peer DIY Content Facebook-friendly
Favorite Use of Influencers
Research &
Insight
Retail
Activation
Product
SamplingCo-Creation
Measurement
• Engagement
• Online Impressions
• Content Production
• SEO
• Synergies and Marketing Opportunities
• Product Distribution
• Secret Shopper Insights• Incremental Sales
Questions?
Thank You!
More Resources:
www.MarketingToMoms.com
www.MillennialInfluencers.com
www.GenZInfluencers.com