Influencer Marketing: The Honeymoon is Over

COMMERCE IS CHANGING FAST

Think of the selection at a GNC or the health section at a Whole Foods or Sprouts.

Take any consumer buying experience. The reality is that consumers have more choices today than ever

before.

In just one pocket of shopping – Amazon.com, there are over 200 million skus available.

TRUST IS SCARCE

The average consumer check 10.4 different touch points prior to a purchase. buying experience.

BELIEVE MARKETERS ACT WITH INTEGRITY4%

 IT IS CURRENTLY ESTIMATED THAT PUBLISHERS LOST OUT ON

$22 BILLION 2015DUE TO AD BLOCKERS

None of those influencers disclosed the fact that the brand had paid them to wear the dress as part of a coordinated effort to promote its spring line. 

Influenced bytrusted sources & point of sale

74%Influenced byExperience & brand marketing point of sale

22%

INITIAL CONSIDERATION

ACTIVEEVALUATION

MOMENT OF PURCHASE

Influenced by past experience & brand marketing67%

TRUSTED INFLUENCERS IMPACT BUYING

KELLER FAY GROUP:We Wrote the Book on Influencers

SO WHAT IS AN INFLUENCER…

General WOM Brand Advocate Influencer

FROM WOMMA’SINFLUENCER GUIDEBOOK

Not all influencers are “celebrities” on Twitter. “Every day” influencers are people we encounter in our daily lives and are “substantially more likely than average” to share ideas and recommendations.

WHAT WE KNOW ABOUT INFLUENCERS

Leaders in Word of Mouth

Offline Conversations Dominate

Prolific Communicators in Social Media, Too

Word of Mouth: A Positive Experience

Influencers are hand-raisers

Messaging for Influencers

1

2

3

4

5

6

THE POWER OF INFLUENCEKeller Fay Study Findings

Influencer Consumer

1

ConsumerGeneralPublic

2

The s tudy was conducted w i th on l ine in terv iews o f more than 6 ,000 ind iv idua ls f rom the Un i ted Sta tes drawn f rom Exper t ic i t y ’s exper t in f luencer

network and the genera l popu la t ion . In add i t io n , more than 800 peers o f these ind iv idua ls were surveyed to eva luate the impact o f the

recommendat ions they had rece ived .

EXPERT INFLUENCERS ARE MORE…

Credible and Believable

Knowledgeable

Better at Explaining How Product Works or

Could Be Used

Enjoyable to Talk to

94% vs. 83%

94% vs. 84%

92% vs. 83%

95% vs. 88%

Expert Influencers vs. General Public

Responses of “8,” “9, “or “10” on a 10 point scale.

EXPERT INFLUENCERS PROVIDE STRONGER RECOMMENDATIONS

74%66%

Percentage of People Saying “Buy or Try It”

Expert Influencers General Population

A RECOMMENDATION FROM AN EXPERT INFLUENCER HAS A BIGGER IMPACT

82%73%

% of Peers Reporting That They Are Highly Likely to Follow the Recommendation A "8," "9," or "10" on a 0-10 scale

Expert Influencers General Population

VALUE OF AN INFLUENCERCONVERSATION

Influencer

1 WEEK22

Influencers are having 22.2x more “buying conversations” each week where product

recommendations are given than an average consumer

WHAT MOST PEOPLE GET WRONG

REACH

IS NOT THE ONLY VIEW OF INFLUENCE

OF SOCIAL MENTIONS COME FROM PEOPLE WITH LESS THAN 500 FOLLOWERS

500+ followers

Less than 500

91% 9%

91%

1/3 Online Social Media

2/3 Offline WOM

BUYING CONVERSATIONS

Analytic Partners

5x

4x

3x

2x

1x

1 OFFLINEIMPRESSION

1 PAID ONLINEIMPRESSION

Sentience/Flickr

BUYING CONVERSATIONS

DON’T JUST FOCUS ON SOCIAL MEDIA... FOCUS ON SOCIAL CONSUMERS

START WITH YOUR CUSTOMER’S BUYING JOURNEY

STATUS

ACCESS

POWER

STUFF

MEANINGTO THEM

COSTTO YOU

INFLUENCERS VALUE RECOGNITIONMORE THAN STUFF

EXPERTICITY

They’re not just influencers, they’re experts.

1 millionActive Influencers

15 millionConversations / Week

60 millionBrand Engagements

Thank you!

Inga Johnson – SVP Marketing Brad Fay– COO at Keller Fay