value of power middle influencers in social marketing
TRANSCRIPT
THE VALUE OF POWER-MIDDLE INFLUENCERS IN
#SOCIALMARKETING
Sarah Levin Weinberg Social Summit 2016 Shopally – www.theshopally.com
INFLUENCER MARKETING SPEND
Sources: Schlesinger Associates, Tomoson, EConsultancy
2016 LANDSCAPE
84% of Global Marketers expect to launch 1 influencer marketing
campaign in 2016 and coming years
81% of Marketers were satisfied with their
Influencer Marketing results
60% of Fashion & Beauty Brands already have an Influencer Marketing
strategy
59% of Brands will increase Influencer Marketing
budget in 2016
2.3 BILLION SOCIAL MEDIA USERS
2016 LANDSCAPE
1.44 BILLION ACTIVE USERS
20 MIN PER DAY
1 BILLION ACTIVE USERS
40 MIN PER DAY
200 MILLION ACTIVE USERS
27 MIN PER DAY
400 MILLION ACTIVE USERS
21 MIN PER DAY
Sources: Mediakix, Business Insider, Youtube, Instagram, Snapchat
LARGE AND SMALL LIFESTYLE BRANDS: FASHION I BEAUTY I KIDS I HOME I FOOD I TRAVEL I …
SHOPALLY: WHO WE WORK WITH
2016 LANDSCAPE
Shopally: www.theshopally.com
+1,000 INFLUENCERS I +15 MILLIONS FOLLOWERS I +8 LIFESTYLE VERTICALS
@camilleth_ 70K
@emeliinee 70K
@eat_clean_fit2a 225K @lilylovesfashion 105K
@audmarshmaloo 370K @celinefloat 445K
@nashbridgees 200K
@lecoindelodie 350K
@lufymakesyouup 750K
@priscillabetti 420K @sarahluceroglam 40K
@juste_juliette 65K @suedebrooks 545K
@aldensteimle 100K
@rocky_barnes 755K
@oliviabrower_ 135K
@zioandsons 70K
@julianaherz.fp 360K
POWER-MIDDLE TALENTS:
SHOPALLY: OUR INFLUENCER NETWORK
2016 LANDSCAPE
Shopally: www.theshopally.com
MARKERLY STUDY | 2 MILLIONS INSTAGRAMERS
1,000 – 10,000 followers 10,000 – 100,000 followers 1 million – +10 millions followers
4% Like Rate 2.4% Like Rate 1.7% Like Rate
INTRODUCING POWER-MIDDLE INFLUENCERS
Source: Markerly
INTRODUCING POWER-MIDDLE INFLUENCERS SHOPALLY ANALYSIS | 500 INSTAGRAM USERS
tyciadchannel 8,4K FOLLOWERS
7% ENGAGEMENT
lestendancenini 112K FOLLOWERS
0,6% ENGAGEMENT
emeliinee 65K FOLLOWERS
2,8% ENGAGEMENT
Source: Shopally
THE NEW PYRAMID OF INFLUENCERS
INTRODUCING POWER-MIDDLE INFLUENCERS
MORE REACH
MORE INFLUENCE
JOURNALISTS & CELEBS
DIGITAL STARS Bloggers & Social Publishers
POWER MIDDLE INFLUENCERS Social Publishers
SUPER FANS Brands advocates seeking brand perks and recognition
SPEND LESS, GET MORE
ACCESSIBLE Low Touch relationships
Audience
Trust and Credibility
Brand Access and new Content
SOCIAL CURRENCY Low Cost
Content
Products & Sampling Experiences
Rewards
INFLUENCERS ARRAY Multiple content
X Personalities X Perspectives
X Expertises
INTRODUCING POWER-MIDDLE INFLUENCERS
Balance Scale
More Social actions & Reach
Increase Brand visibility, attachment and conversions
Engagement
ENGAGEMENT AT SCALE WITH HUNDREDS OF POWER-MIDDLE INFLUENCERS DRIVING TENS THOUSANDS OF ENGAGEMENTS
REACHING TENS OF MILLIONS OF CONSUMERS
ASOS CASE STUDY
juste_juliette 60,2K REACH
1,2% ENGAGEMENT 5 SALES
LEVERAGING POWER-MIDDLE INFLUENCERS
MARKET: France INFLUENCERS: 20 Talents with 18K-120K Followers 2% Average engagements rate DETAILS: 35 posts during 3 months
RESULTS 38 K LIKES
1K COMMENTS
26K CLICK
26K VIEW
130 SALES
GETTING TO POWER-MIDDLE INFLUENCERS THE RIGHT INFLUENCER MARKETING PLATFORM
IDENTIFICATION Targeted Influencer
SOCIAL CURRENCY Right Offer
ROI MEASUREMENT Tracking & Reporting
COMMUNICATION Relevant Message
Let’s Get in Touch.
Sarah Levin Weinberg, Co-Founder & CMO @Shopally [email protected]
0471/38.14.28
www.theshopally.com Influencer Marketing Platform
THANK YOU!
@Shopally