measuring the influence of influencers

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Measuring the Influence of Influencers Chris Baccus SVP Digital Marketing, Caruso Affiliated November 12, 2015

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Define Terms: What is Influencer Marketing?

How to Measure Influence Online

Determining the Value of an Influencer

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Marketing efforts done through collaboration with an individual or cluster of individuals who inspire audiences to make purchasing decisions based on their recommendations or experiences.

Influencer Marketing

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Influencer Marketing Delivers

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It’s a Numbers Game

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Why Fans Watch Sponsored Content Lags

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Averages are not your friend

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24 videos Average views: 1.8 Million

YouTube Audience and Channel Views

/ =

-77%

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What’$ an Influencer Worth?

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Like Brands. Influencers Only Reach a Small Percentage of

Their Audience Organically

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From the Media Kit: From Website Analysis Tool:

Build Your Own Media Kit

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Last 30 days with 197k followers. Only 666 mentions or .3% mentions

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Average Engagement with 1 Million + Followers: 1.4%

Average Engagement with Under 10,000 Followers: 3.8%

Engagement Ratios Indicator of a “Real” Audience

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Sample size of 100 Fashion influencers reviewing engagement (comments + likes) Fall 2015.

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Is it likes on Instagram?

YouTube video views?

Website Visits?

Purchases?

Be Clear on What Your Goals Are

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Use a set of assumptions to determine results.

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An Inflated Marketplace

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Going Rate

Influencer’s Audience Size

What their influence is likely worth

What uninformed marketers are paying that inflates the market

Not real data. For illustrative purposes only.

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Comply with FTC Disclosure Analyze Their Audience & Influence Determine How Sponsored Content Performs Don’t Depend on Organic Reach Alone, Add Paid Media to Your Influencer Efforts

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Thank You

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