measuring the influence of influencers

© 2015 Sprinklr. All rights reserved.

Measuring the Influence of Influencers Chris Baccus SVP Digital Marketing, Caruso Affiliated November 12, 2015


Define Terms: What is Influencer Marketing?

How to Measure Influence Online

Determining the Value of an Influencer

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Marketing efforts done through collaboration with an individual or cluster of individuals who inspire audiences to make purchasing decisions based on their recommendations or experiences.

Influencer Marketing

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© 2015 Sprinklr. All rights reserved. 4

Influencer Marketing Delivers


It’s a Numbers Game


Why Fans Watch Sponsored Content Lags


Averages are not your friend

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24 videos Average views: 1.8 Million

YouTube Audience and Channel Views

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-77%


What’$ an Influencer Worth?

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Like Brands. Influencers Only Reach a Small Percentage of

Their Audience Organically

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From the Media Kit: From Website Analysis Tool:

Build Your Own Media Kit


Last 30 days with 197k followers. Only 666 mentions or .3% mentions


Average Engagement with 1 Million + Followers: 1.4%

Average Engagement with Under 10,000 Followers: 3.8%

Engagement Ratios Indicator of a “Real” Audience

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Sample size of 100 Fashion influencers reviewing engagement (comments + likes) Fall 2015.


Is it likes on Instagram?

YouTube video views?

Website Visits?

Purchases?

Be Clear on What Your Goals Are

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Use a set of assumptions to determine results.

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An Inflated Marketplace

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Going Rate

Influencer’s Audience Size

What their influence is likely worth

What uninformed marketers are paying that inflates the market

Not real data. For illustrative purposes only.


Comply with FTC Disclosure Analyze Their Audience & Influence Determine How Sponsored Content Performs Don’t Depend on Organic Reach Alone, Add Paid Media to Your Influencer Efforts

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Thank You
