using influencers for collaboration marketing · consul blogs for finding new trends and ideas**...

for collaboration marketing Using influencers

@Chrisonderstall

Title of presentation goes here 2

The influencer effect

84% of consumers take

action based on the

opinions of others***

73% of marketers

have an influencer

budget**

47% of US consumers

consul blogs for finding

new trends and ideas**

74% of

respondents

indicated WOM

influenced their

purchasing decision*

And 59% of

marketers intend to

increase their

influencer outreach

budgets in 2017****

*Google path to purchase study 2014 **The “New, Trusted Web” Will Present New Challenges ***Nieslen 2016 ****Tamazon

ANYONE CAN BE AN INFLUENCER IN· FLU· ENCE

THE CAPACITY TO HAVE AN EFFECT

ON THE CHARACTER, DEVELOPMENT,

OR BEHAVIOR OF SOMEONE OR

SOMETHING, OR THE EFFECT ITSELF.

IN· FLU· ENCE Anyone can be an

influencer

Influencer types: Celebrity | Expert | Media | Social | Spokesperson

IN· FLU· ENCE Its not just about reach

RESONANCE R

EA

CH

RELEVANCE

AWARENESS

ATTENTION

CELEBRITY

SOCIAL

MEDIA

SPOKESPERSON

EXPERT

Through the lens of Earned and Owned media

So why do I now have to pay?

There has always been a value exchange

There’s always a value exchange Collaboration is the greatest

currency we can strive for

There’s always a value exchange

Collaboration is the greatest currency we can strive for

SUN MON TUE WED THU FRI SAT

50

The average brand-influencer

campaign calendar

DAYS

The average influencer activity

2

The average brand campaign period

DAYS

There’s always a value exchange

Tier your influencers in terms of value exchange

Bloggers Vloggers Instagrammers Celebrities Niche

Brand

Access to expertise

Editorial experiences

Expenses to commission one off edit

First to have product for

imagery $’s

$$’s

Some examples

Create passionate-fuelled advocates

Find the right fit

Fitbit: The Big Billion Stepathon

THE DIFFERENCE IT MADE…

• Campaign generated more than 244 million OTS

• Hit the £250K goal in just two weeks with five billion ‘steps for good’ taken.

• This programme directly drove product sales totalling £150K

• Through connecting feeling good to doing good, we increased perception of Fitbit as a brand that cares.

MAINSTREAMAUDIE

NCE

NICHE GROUP

EXISTING COMMUNITY

Celebrity influencer

s

There’s always a value exchange

Considerations (Recap)

- Have I selected the right influencer based on

my business objectives?

- Is my content engaging and informative?

- Am I getting the full value exchange?

- Does this resonate with my brand and the

influencer’s audience?

- Are both sides benefiting?

Christopher Onderstall

Digital & Social Lead | FleishmanHillard Fishburn Christopher.onderstall@fhflondon.co.uk

@Chrisonderstall