upthinkisgood.com [email protected]+852 8197 4074
INFLUENCER MARKETINGMOST PEOPLE DON’T UNDERSTAND
MATT GIBSON
CEO, UPTHINK
AND THAT’S GREAT FOR YOU
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http://upthinkisgood.com/ people-dont-understand-influencer-marketing
If you’re reading this on SlideShare, you should know that I’veposted a video of the full presentation at:
upthinkisgood.com [email protected]+852 8197 4074
Intro ‣ Matt Gibson
FOUNDER & CEO
OUTGOING PRESIDENT
ADVENTURE PHOTOGRAPHER
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PRESENTED BY THE• NON-PROFIT ORGANIZATION
• INDUSTRY & INFLUENCER MEMBERS
• EDUCATION
• NETWORKING
• INFLUENCER SEARCH ENGINE
Intro ‣ PTBA
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PRESENTED BY THE• DIGITAL MARKETING AGENCY
• INFLUENCER MARKETING SPECIALISTS
• SOCIAL MEDIA GROWTH
• CONTENT CREATION
• CONSULTING AND TRAINING
Intro ‣ UPTHINK
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Overview
Why is influencer marketing so misunderstood?
Most people that talk about it are:
• Not well informed
• Biased
WHAT WE’RE GOING TO TALK ABOUT
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Overview
1. It's (quality) free promotions
2. It's a magic bullet for sales
3. It's smoke and mirrors
4. It's a passing fad
8 INFLUENCER MARKETING MISCONCEPTIONS
5. Reach = success
6. Step 1 = finding influencers
7. Reach > brand fit
8. Followers = Reach
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The Disconnect
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The DisconnectA Big Part Of The Influencer
Marketing Discussion
JOURNALISTS INFLUENCERS
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The Disconnect
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The Disconnect
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The Disconnect
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The Disconnect
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The Opportunity
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The Opportunity
Goal: Correct all of the misconceptions about influencer marketing…well, at least 8 of them.
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What it isn’t
1. It's (quality) free promotions
2. It's a magic bullet for sales
3. It's smoke and mirrors
4. It's a passing fad
COMMON MISCONCEPTIONS
1. It's (quality) free promotions
2. It’s a magic bullet for sales
3. It’s smoke and mirrors
4. It’s a passing fad
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What it is
AdvertisingA paid channel that enables you to reach your target audience with a message about your brand
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Why it’s different
Unique AdvertisingBrand message is delivered by a trusted 3rd party
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Why it’s different
Unique AdvertisingThe message may be delivered through various channels (blog, Facebook, Instagram, etc)
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Why it’s different
Unique AdvertisingThe message does not interrupt the user's content consumption, but is part of it
upthinkisgood.com [email protected]+852 8197 4074
Why it’s different
Unique AdvertisingThe cost per unit of consumer attention tends to be much lower than other channels
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Why it’s different
For ExampleA $500 sponsored blog post received 722 page views of 3:38
Total: 43.72 hours viewing time
That’s $11.44/hr or $0.19/min
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Misconceptions
MISCONCEPTION 5: REACH = SUCCESS
• Very common misconception
• Reach is only on possible measure of success
• Success = specific business outcome
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Misconceptions
MISCONCEPTION 5: REACH = SUCCESS
Some possible business outcomes
• Email subscribers• Social media followers• Website traffic• Leads and sales
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Misconceptions
MISCONCEPTION 6Influencer marketing looks like this
FIND INFLUENCERS
NEGOTIATE DEALS
PUBLISH BRAND
CONTENT
REPORT RESULTS
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Misconceptions
MISCONCEPTION 6Influencer marketing actually looks like this
GOALS & KPISIDENTIFY
PLATFORMCREATE
STRATEGYIDENTIFY
INFLUENCERS
NEGOTIATETERMS
EXECUTE REPORTING ANALYSIS
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Misconceptions
ALWAYS START WITH THE DESIRED OUTCOME
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Misconceptions
MISCONCEPTION 7: BIG AUDIENCE > BRAND FIT
• One of the most common mistakes is to choose an influencer with big numbers over one that is a better brand match
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Misconceptions
MISCONCEPTION 8: FOLLOWERS = REACH
Monthly traffic ≠ readers of a sponsored post
Followers ≠ organic reach on social media≠
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Misconceptions
TO ESTIMATE SPONSORED POST READERS LOOK AT:
• Avg. readers per post
• Case studies
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Misconceptions
TO ESTIMATE SOCIAL MEDIA REACH LOOK AT:
• Avg. engagement per post
• Case studies
upthinkisgood.com [email protected]+852 8197 4074
Recap
1. It's (quality) free promotions
2. It's a magic bullet for sales
3. It's smoke and mirrors
4. It's a passing fad
INFLUENCER MARKETING COMMON MISCONCEPTIONS
5. Reach = success
6. Step 1 = Finding influencers
7. Reach > brand fit
8. Followers = Reach
upthinkisgood.com [email protected]+852 8197 4074
http://upthinkisgood.com/ people-dont-understand-influencer-marketing
If you’re reading this on SlideShare, you should know that I’veposted a video of the full presentation at: