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Matt BrownLegacy Marketing

Influencer Marketing 2.0: ROI Driving the Most Successful Brand Partnerships

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✦The Tipping Point – National Bestseller, pub. 2000

✦“The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”

Influencer Marketing:

The Beginning

~ Malcolm Gladwell

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✦ Why is it so popular right now?✦ Balance of power: broadcasters à media giants à people.

✦ Authenticity: audiences are more likely to listen to an expert or real person than an advertisement.

✦ Content view time: 2+ mins for influencers; 19 secs for display ads

✦ 49% of users report trusting recommendations from influencers

✦ Influencer marketing results in a 2.7x increase in purchase intent

✦ Effectiveness: boosting reach and conversions.✦ Trackability: impressions, clicks, conversions.

Influencer Marketing

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Influencer Marketing:

The Current Mix

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US Marketing Spend 2016: $202.4B

TV,   $81.7  

Digital,   $72.1  

Print,   $23.6  

Radio,   $17.7  Other,   $7.3  

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Marketing: Spend vs. Attention

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TV Digital Print Radio

Spending Attention

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✦Digital✦Search - $32B✦Display - $21B✦Video - $6.2B✦Other - $5.8B

✦ Email marketing✦ Web and app development✦ Social media marketing✦ Influencer marketing

How Does Influencer Marketing Fit In?

*Business Insider Intelligence Report 2016

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Influencer Marketing:

Who’s Been Successful?

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The Shorty Awards

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Success By The Numbers:

The Real Winners In Influencer Marketing

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Markerly Study ✦ Summary Findings: influencers with smaller

followings have more engaged audiences

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< 1,000 1,000 - 10K 10K - 100KAverage Like Rate

04/2016: The rise of ‘micro-influencers’ on Instagram

08/2016: Marketing Strategy and the Rise of the Micro-Influencer

09/2016: Micro-influencers Mega for Brands*April   2016  – Markerly Study

Winner

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Legacy Marketing Study✦ Summary Findings:

✦ influencer with smaller followings have more engaged audiences

✦ Legacy confirmed Markerly’s overall trend lines … the smaller the influencer, the better the engagement

✦ … But are there any more important KPIs that we should be analyzing for our influencer partnerships??

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< 1,000 1,000 - 10K 10K - 100KAverage Like Rate

*August   2016  – Legacy   Marketing   StudyWinner

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ROI Performances✦ ROI is even more important than engagements

✦ 10-100K follower group has an Average Pay Per Like of only $0.15. This makes larger influencers look more appealing

✦ So is there a sweet spot somewhere in this range…?

✦ YES!

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< 1,000 1,000 - 10K 10K - 100KAverage Pay Per Like

Winner

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Influencers with 30-75K followers had highest engagement rates at lowest prices

Winner

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But Why?✦ Strong engagement rates at affordable prices

✦ No “Like Back” or “Follow 4 Follow” inflated audience sizes

✦ Additional per of the mid-tier influencers: fewer contracts to negotiate = fewer agency labor hours

*Lily  Diamond,   Ashley  Hampton,   Connor  Days,   Timothy  Pakron

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Event Marketing:

What Does All This Mean?

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Event Marketing: Takeaways✦ Event marketing + influencer marketing = a powerful mix

✦ Channel analysis and selection is very important

✦ The “Wild West” days of influencer marketing are coming to an end. The event marketer / influencer paradigm has shifted, again:

✦ Hashtag on a wall ✦ Compelling value proposition + local influencer contracts with pre, during & post terms✦ The end of the explicit partnership…

✦ Influencer marketing has become a critical component of event campaigns