perspective: the rise of influencers deep-dive the power ... · influencer strategy by 2017. 74% of...
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Perspective: The rise of influencersDeep-diveThe power of influencers
Jenny TsaiFounder and CEO, Wearisma, UK
Lillian BettyHead of Strategic Partnerships,Time Inc. UK, UK
The Power of Influencers.Partnering with recognised influencers can help
you expand the impact of your brand...
A presentation by
Time Inc. are one of the largest branded media companies in the world reaching more than 130 million people each month across multiple platforms
Jenny TsaiFounder and CEO, Wearisma
Lillian BettyHead of Partnerships, Time Inc
Wearisma are a global influencer discovery and relationship management software that helps marketers everywhere design, execute and iterate their influencer strategies
Wearisma Our software enables influencer marketers everywhere
design, execute, report and iterate their influencer strategies
• 100+ campaigns• Experienced in training
global brands and agencies
• Brief, cast and worked with 1,000+ premium and influencers globally
• Processed 2m social accounts and curate only quality influencers (10K+) reaching 500m across fashion, beauty, food, lifestyle, health & fitness, culture
• Build 1st party, private data set.• Build direct relationship with
own, earned and paidinfluencers
• Automate tracking + reporting• Enable collaborations and
rationalisation across teams
Know How: Help organizational roll out of enterprise software
Technology: Help brands execute and operate as a trusted partner, at scale
10,000+STORIES EVERY WEEK
30+CONTENT VERTICAL
60+ICONIC BRANDS
Why influencer marketing?
Source: TGI 2016Social Media users worldwide!
Source: TGI 2016
of online conversations generated by 3%* of people.
*influencers
Source: TGI 2016of brands have or will have an
influencer strategy by 2017
74%of consumers use social media to make purchase decisions
Influencers predicted to take a leading role in the future of advertising in the next 2 to 4 years
Source: TGI/Time Inc. Passions research 2016
“Trust in advertising
has declined constantly for 20
years”
Steve Hatch, Facebook (2016)
Source: Millward Brown
TRUST IS THE BIGGEST PROBLEM FACING
BRANDS TODAY
-20%
Decline in trust in brands 2007 ‐ 2016
The growth of influencer marketing
84%of brand Marketeers expected to launch a campaign involving an influencer in the next 12 months
“Because their voices are shaping the way we think,
behave, and live.Their passions and values
chime with our own.”
A strategic blend of established and top talentInfluencers
Premium. Curated. Collaborative.
Influencers
TIME INC CONTRIBUTORS
Extension of our editorial teams (micro and macro)
CELEBRITY INFLUENCERS
Support for major projects
TIME INC TALENT
High levels of credibility and experience
INFLUENCERS EMBEDDED INTO OUR BRANDS...
Social
Insight and Research Panels
Editorial Campaigns
Case Studies
x
STRATEGY | CREATIVE | TALENT | DISTRIBUTION
‘Matalan Presents: The Show’
A bi-weekly series providing hints and tips on current trends, fashion
essentials and inspirational ideas for the home. Presented by Denise
Van Outen, joined by Time Inc journalists and style bloggers.
CAMPAIGN SUMMARY
WHAT ARE THE TOP LINE TRENDS?
Shape of the market
Brands are hiring in house “influencer managers” to create
and execute their influencer marketing strategies
Industry trend #1
Brands moving from working with the biggest names in 2015 to looking at a mixture of large, mid-size and micro influencers in 2017.
They are looking for “Fit” and building a “longer-term relationships” from one-off collaborations.
Industry trend #2
Responsibilities for influencer outreach and marketing sit across multiple teams:
● Affiliates ● SEO● Marketing● PR/Comms
Industry trend #3
Different types of players are emerging in the influencer marketing space:
● PR v. media v. Digital Agencies
● Influencer Agencies● Influencer Marketplace ● Influencer Software
companies
Where do publishers fit in?
Influencer Predictions
#1. LIVE
#2. REGULATION
#3. COLLABORATION
Industry Predictions
#1. Live will be the next big influencermedium
Industry Predictions
#2. The emergence of regulatory / Industry bodies
Industry Predictions
#3. Influencer collaboration will take place in diversified formats to fulfill different objectives
● Build Relationships
● Take time to source talent
● Quality of content
● Be realistic of skills, talents and abilities
● Be clear of requirements
● Set and agree guidelines and deliverables
Key Learnings
Jenny TsaiFounder and CEO, [email protected]
Lillian BettyHead of Partnerships, Time [email protected]
Tell us what you think!
Social Influencer Marketing Association (SIMA)
simaglobal.org