most people don't understand influencer marketing (webinar)

upthinkisgood.com [email protected]+852 8197 4074

INFLUENCER MARKETINGMOST PEOPLE DON’T UNDERSTAND

MATT GIBSON

CEO, UPTHINK

AND THAT’S GREAT FOR YOU


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:


Intro ‣ Matt Gibson

FOUNDER & CEO

OUTGOING PRESIDENT

ADVENTURE PHOTOGRAPHER


PRESENTED BY THE• NON-PROFIT ORGANIZATION

• INDUSTRY & INFLUENCER MEMBERS

• EDUCATION

• NETWORKING

• INFLUENCER SEARCH ENGINE

Intro ‣ PTBA


PRESENTED BY THE• DIGITAL MARKETING AGENCY

• INFLUENCER MARKETING SPECIALISTS

• SOCIAL MEDIA GROWTH

• CONTENT CREATION

• CONSULTING AND TRAINING

Intro ‣ UPTHINK


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


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


The Disconnect


The DisconnectA Big Part Of The Influencer

Marketing Discussion

JOURNALISTS INFLUENCERS


The Disconnect


The Disconnect

INFLUENCERSJOURNALISTS

?


The Opportunity


The Opportunity

危機

crisis = danger + opportunity


The Opportunity

Goal: Correct all of the misconceptions about influencer marketing…well, at least 8 of them.


What it isn’t





COMMON MISCONCEPTIONS


2. It’s a magic bullet for sales

3. It’s smoke and mirrors

4. It’s a passing fad


What it is

AdvertisingA paid channel that enables you to reach your target audience with a message about your brand


Why it’s different

Unique AdvertisingBrand message is delivered by a trusted 3rd party



Unique AdvertisingThe message may be delivered through various channels (blog, Facebook, Instagram, etc)



Unique AdvertisingThe message does not interrupt the user's content consumption, but is part of it



Unique AdvertisingThe cost per unit of consumer attention tends to be much lower than other channels



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



SUCCESS!SUCCESS?


Misconceptions

MISCONCEPTION 5: REACH = SUCCESS

• Very common misconception

• Reach is only on possible measure of success

• Success = specific business outcome


Misconceptions

MISCONCEPTION 5: REACH = SUCCESS

Some possible business outcomes

• Email subscribers• Social media followers• Website traffic• Leads and sales


Misconceptions

MISCONCEPTION 6Influencer marketing looks like this

FIND INFLUENCERS

NEGOTIATE DEALS

PUBLISH BRAND

CONTENT

REPORT RESULTS


Misconceptions

MISCONCEPTION 6Influencer marketing actually looks like this

GOALS & KPISIDENTIFY

PLATFORMCREATE

STRATEGYIDENTIFY

INFLUENCERS

NEGOTIATETERMS

EXECUTE REPORTING ANALYSIS


Misconceptions

ALWAYS START WITH THE DESIRED OUTCOME


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


Misconceptions

MISCONCEPTION 8: FOLLOWERS = REACH

Monthly traffic ≠ readers of a sponsored post

Followers ≠ organic reach on social media≠


Misconceptions

TO ESTIMATE SPONSORED POST READERS LOOK AT:

• Avg. readers per post

• Case studies


Misconceptions

TO ESTIMATE SOCIAL MEDIA REACH LOOK AT:

• Avg. engagement per post

• Case studies


Recap





INFLUENCER MARKETING COMMON MISCONCEPTIONS

5. Reach = success

6. Step 1 = Finding influencers

7. Reach > brand fit

8. Followers = Reach


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: