automating buzz through the power of social influence
TRANSCRIPT
AUTOMATING BUZZ THROUGH THE POWER OF SOCIAL INFLUENCE
Victoria LuckManaging Director UK
The importance of creating buzz through influencers isn’t new- how we can manage the process is…
What is Infuencer Marketing?
Infuencer Marketing allows brands to authentically connect with consumers outside
of traditional digital advertising channels.
Influencer marketing does so by leveraging the infuence of a blogger and/or a social user
This could be to drive sales, create brand awareness, or develop social proof
Why IM? IT WORKS. 92% of consumers have made a purchase after reading about a product on their favourite blog.
65% more likely to make a purchase if someone they follow on social media recommends a product.
81% of marketers who have executed Infuencer Marketing campaigns agree that influencer engagement is effective.
65% of brands have plans to spend more on IM this year vs. last.
Sources:“The Consumer Revolution Has Happened and the Infuencers Are Now in Charge.” Entrepreneur. Oct 2014eMarketer – May 2015“Brands Want to Spend More on Infuencer Marketing” Tech.Co. May 2016
Global Ad Blocking Growth
Source: Ad Blocking Report 2015/2016
As of June 2015, 198M monthly active desktop users
In March 2016, 408M people used an adblocking technology on their
smartphones. The global cost of ad blocking is expected to be $41.4B by 2016.
JAN ‘15 APR ‘15
JUL ‘15 OCT ‘15 JAN ‘16
The proliferation of ad blockers is consumer payback because brands have
"insulted the audience's attention" for too long.
Mondelez - Head of Content
CONTENT ON SOCIAL MEDIA IS UNIQUELY INFLUENTIAL AND TRUSTED –
TAPPING INTO THIS GIVES BRANDS A CLEAR WAY TO REACH THEIR AUDIENCE
Influencer Marketing - Breakout
2005 2007 2009 2011 2013 2015
classifies “Breakout” a keyword is
experiencing growth greater than 5000%.
Source: Google Trends
2016
The Old Fashioned Approach
Everybody knows:celebrities bring exposure,
influencers carry weight in specific subjects, they give brands a deeper
relationship than celebrities do.
Beyond the Celebrities
"No cr7 no like"
840
"No Like, Irina"
1.240
"No Cr7 no like"
858
"No Blatter no like!"980
“Where is Ronaldo???”
1.750
"No Ronaldo, No like"
3.775
<1KFOLLOWERS
1K-10KFOLLOWERS
10K-100KFOLLOWERS
100K-1 MFOLLOWERS
1M- 10MFOLLOWERS
10+ MFOLLOWERS
0,56%
0,27%4,04%
8,03%
2,37%0,17%
1,78%0,09%
1,66%0,06%
1,66%0,05%
LIKES COMMENTS
More Followers does not mean More Likes
EMMALong Tail Influencer
According to the study, 82% of consumers surveyed were far
more likely to take a recommendation from a micro-influencer than from those with larger, less personal followings.
Source: Experticity 2016
Main Challenges of IM
IDENTIFYING THE RIGHT INFLUENCERS
ENGAGING WITH AND BRIEFING THEM
TRACKING
MEASUREMENT
OPTIMISING
COSTS
37%27%23%22%
Finding and identifying the right influencers
Measuring the performance of your programme
Finding the right engagement approach with influencersMonitoring your influencer activity
Main Challenges When Delivering Influencer Programme
Qube Media
INFLUENCERRECRUITMENT
NEGOTIATIONDISTRIBUTION
MANAGEMENT
MEASUREMENT
WHAT IS INFLUENCER MARKETING AUTOMATION?
Influencers within the platform
The Influencers
“There are exceptional people out there who are capable of
starting epidemics. All you have to do is find
them.”Malcolm Gladwell
SEMANTIC ANALYSIS
OPEN DATA
IMAGE RECOGNITION
OPEN GRAPH
Data Driven Automated Platforms
Based on brand’s objective and budget we deliver the best
proposal with estimated campaign
performance
110 BLOGGERS + 20 SOCIAL
INFLUENCERS10
100558,000£ 5,000
Brands Receive the Proposal
Identify best influencers.
2
• INFLUENCER REVIEW• BIG DATA • BRAND AFFINITY• 1000+ TOPIC CATEGORIES• 20+ CUSTOM FILTERS
The Platform Identifies the Right Influencers
Brands can pre approve the content
3
APPROVE
By clicking the button you will approve and
confirm the post
Content Under Control
Brands can monitor and track posted
content streaming in real-time.
4
Real-Time Monitoring
• REACH• POST TREND• PAID/VIRAL PERFORMANCE• PAID POSTS RESULTS• VIRAL POSTS RESULTS• ENGAGEMENTS• SENTIMENT• USER DATA• TOP INFLUENCERS
KPI & METRICS5
Tracking And Performance Analysis
SELF SERVICEMEDIA MIXAGENCIES WLCOMMUNITY
Tech Oriented
Med
ia O
rient
ed
MICRO INFLUENCERS
PLATFORMS
PERFORMANCE
CELEBRITIES TRADING DESK
CHANNEL SPECIFIC
Current Landscape
MEDIA AGENCIES
EXCLUSIVE ATD PARTNERSHIP
Join The Influencer Marketing Revolution!
BRANDS AUDIENCE
IM PLATFORMS- A BOON FOR THE INFLUENCER ECONOMY
Automating the process of connecting brands with their ideal audiences via a data driven and automated platform is
changing the face of influencer buzz marketing
INFLUENCERS
