the science behind influencer marketing

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#influencermarketing

Insights Driven Marketing

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2

Hosts

Devon Wijesinghe@DevonWijesinghe

CEO at Insightpool

Errol Apostolopoulos

@errol33

SVP of Product at Crimson Hexagon

https://twitter.com/DevonWijesinghe

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The Influencer Marketing Landscape is Changing

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The Google trends graph for “influencer marketing” has increased by 5000% this year and continues to increase

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#influencermarketingInfluencer Marketing is the fastest growing marketing

channel for customer- acquisition

57%

of Millennials and Gen Z say they trust people they follow online, while only

40% say they trust celebrities

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#influencermarketing Audiences Don’t Equal Advocacy

eMarketer, May 2016

In fact, particularly large audiences are more passive. When looking to influencers with smaller audiences we consistently find significantly HIGHER engagement rates.

Don’t be fooled by big numbers alone.

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#influencermarketing Earn Your Influence, Don’t Pay For

ItInfluencer Marketing is fundamentally about leveraging the credible voices of others to build awareness, consideration and take action around your brand or cause.

Credibility doesn’t start with a cash transaction… EVER.

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#influencermarketing #Influencermarketingfails

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Warning Signs On The Horizon

6NYTimes

The practice of paid influencer marketing is already facing headwinds that brands need to be aware of as they navigate the space.

Ethics Challenges: Walking the line between paid and authentic raises a series of transparency hurdles for brands• 25% of influencers have been asked not to

disclose paid posts by their brand partners• 95% of influencers insist to disclose to their

audience that a content is sponsored.

Legal Regulation: The FTC is advancing regulation designed to enforce greater transparency for all instances of paid influencer marketing. Escalating Costs: Celebrity and other pay-for-play influencers continue to demand increasing fee structures. Celebrity influencers with more than 3 million followers charge $187,500 on avg for a a single sponsored YouTube video.

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Why Influencer Marketing Matters & Where It’s Going

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(2) Reuters, (1) Nielsen, (3) Adweek

Purchase Decisions Now Happen Outside of Traditional Channels

47%Of online

consumers use ad blockers

92%

74%Rely on social networks

to guide purchase decisions

Of people trust strangers over brands

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Where are

they?

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Influencer Marketing In Action

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Why it Works?•Influencers are people who inspire you•They are individual to each person

•The best influencer marketing campaigns feel genuine and organic.•This gets users excited to re-share your content or support your cause

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Influencer Marketing: Steps to Success1.Identify who the influencers are for your market

2.Learn the audience interests and target influencers based on fit

3.Consider the platform you will be promoting on and tailor your messaging & strategy accordingly

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Step 1: Identify the Influencers

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#influencermarketing Step 2: Affinities of Interest Around

GMOs

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#influencermarketing Step 3: Consider the Platform & the

Conversation

Tailor your influencer strategy to target the most relevant platform for your market or cause

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Step 3: Tailor Your Campaigns Accordingly

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@NonGMOProject

@Back2NatureFoods

@mambosprouts

MadSciences

HuffingtonPost

Food INC

EatLocalGrown

antiwo

@GMOmgtg

Influencer Marketing: The Ultimate Word of

Mouth

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Drive ROI With Influencer Marketing Done RIGHT

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Influencer Marketing Drives Results

9.6x

ROI90%

70%

seek out opinions before purchase

Sources: eMarketer; CMO.com; Adweek

Of Buying Decisions

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Find your personal and brand influencers.

Craftsman #MADEtoRACE Campaign

Consumers behavior has changed, and can no longer be controlled

They are made up of characteristics now, and not just demographics

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#influencermarketing Identify Unique Audiences

Craftsman wanted to use Insightpool’s unique algorithm to not only identify key influencers, but build 1:1 organic messaging and increase their acquisition rate and engagement rates.

Insightpool identified these main groups to target the campaign towards:

• Overall Racing Fans• Women Racing Fans• Women Pro Racers• Classic Car or Car Restoration Lovers• Automobile Journalists

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#influencermarketing Engage on Their Home Turf

Don’t force your engagement with influencers on your preferred channel

Understand their preferred venue and engage with them there

“Through authentic messaging, we were able to activate an audience who was enthusiastic and engaging, sharing personal photos and anecdotes with our brand. With an impressive 27% acquisition rate, that hyper-relevant audience is now a part of the Craftsman Twitter family,”

- Cristina Cordova, Head of Digital Communities

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Q&A Interested in learning more about Insightpool and Crimson

Hexagon? Connect with us!

www.crimsonhexagon.comwww.insightpool.com