influencers and your brand: finding the right fit · 2018-12-19 · selecting the best influencers...

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

Maria@BSMMedia.com