WELCOME TO THE INFLUENCER MARKETING SH** SHOW
YOU’RE A FAKER! IA / IM INFLUENCERS & BRAND ADVOCATES YOUR LONG TERM STRATEGY 2018 TRENDS
© 2018 PHILIP BROWN
EXPOSURE
OUR CLIENTS
THE COME ROUND APPROACH
BRAND ADVOCATES & EVERYDAY INFLUENCERS
© 2018 PHILIP BROWN
MICRO INFLUENCERS / TALENT
FAKE INFLUENCE AND HOW TO SPOT IT
DID YOU KNOW?
Source: http://www.fashionmonitor.com/#/article/ZQ/The-Voice-of-the-Influencer/3
© 2018 PHILIP BROWN
DID YOU KNOW?
© 2018 PHILIP BROWN
Source: http://www.fashionmonitor.com/#/article/ZQ/The-Voice-of-the-Influencer/3
FAKE INFLUENCE • • • •
AUDIENCE PURCHASING AUTO-ENGAGEMENTS PODS INDUSTRY HAS BEEN SHOVING THE IMPORTANCE OF REACH DOWN PEOPLES’ THROATS • CONSISTENT CONTENT = MORE TRUSTWORTHY • AGENCIES DON’T KNOW HOW TO SPOT IT! • WE CAN FIX IT. EDUCATION & LONG-TERM STRATEGIES
‘’Once we stop blaming others and start believing in our ability to measure success in long-term brand metrics instead of focusing so much on the short-term, influencer marketing will become an integral part of the overall marketing mix.’’
© 2018 PHILIP BROWN
DAMN THAT’S GOOD CONTENT!
© 2018 PHILIP BROWN
HER ENGAGEMENT RATES CHECK OUT…
1. CHECK THEIR E.R FOLLOWERS
699,000
ENGAGEMENT ENGAGEMENT RATE POST #1
17,748
2.5%
POST #2
20,653
3.0%
POST #3
26,033
3.7% 3.1%
AVERAGE © 2018 PHILIP BROWN
BRAZIL…MEXICO?!
2. CHECK THEIR AUDIENCE
COUNTRY
PERCENTAGE
FOLLOWERS
Brazil
14.37%
96,153
Turkey
10.52%
70,391
U.S.A
8.84%
59,143
Mexico
6.67%
44,629
© 2018 PHILIP BROWN
WATCH FOR EXPONENTIAL CHANGES
3. SOCIAL BLADE IT.
© 2018 PHILIP BROWN
ADDITIONAL CHECKS
- FOLLOW AN INFLUENCER & CHECK THEIR ACTIVITY MANUALLY - ALWAYS ASK FOR THEIR STATS - CHECK THEIR OTHER SOCIAL HANDLES - CHECK THEIR FOLLOWERS MANUALLY
© 2018 PHILIP BROWN
USE TOOLS LIKE DEEP SOCIAL
© 2018 PHILIP BROWN
INFLUENCERS & BRAND ADVOCATES
© 2018 PHILIP BROWN
MEET THE INFLUENCER
INFLUENCER / CONTENT CREATOR CONSIDERS THEMSELVES A BROADCASTING CHANNEL ACTIVE ON MULTIPLE MARKETPLACES
WORKS WITH 3 BRANDS A MONTH
CREATES IGC (INFLUENCER GENERATED CONTENT)
REQUIRES PAYMENT / PROFESSIONAL CONTENT CREATOR
© 2018 PHILIP BROWN
MEET THE BRAND ADVOCATE
BRAND ADVOCATE NOT A BROADCASTING CHANNEL ACTIVELY TALKS ABOUT & RECOMMENDS BRANDS THEY LIKE
ONLY WORKS WITH BRANDS THEY ALREADY PURCHASE
CREATES UGC (USER GENERATED CONTENT)
ABLE TO WORK WITH BRANDS THEY LOVE ON AN INCENTIVE BASIS © 2018 PHILIP BROWN
INFLUENCER ADVERTISING
Transaction focused
Focus on eyeballs / reach
No need for relationship INFLUENCER ADVERTISING
Costeffective
Short term metrics Easy access © 2018 PHILIP BROWN
INFLUENCER MARKETING
Combines earned / paid
Focus on engagement & advocacy
Focuses on long-term relationship INFLUENCER MARKETING
Longerterm metrics More knowledge required © 2018 PHILIP BROWN
More time & monetary input
THE LONG-TERM INFLUENCER MARKETING MODEL
© 2018 PHILIP BROWN
PERCEIVED INFLUENCER MARKETING GOALS
© 2018 PHILIP BROWN
PERCEIVED INFLUENCER MARKETING MODEL
ONE PIECE OF GREAT CONTENT
SALES / DOWNLOADS / CLICKS
© 2018 PHILIP BROWN
DID YOU KNOW?
Source: http://www.fashionmonitor.com/#/article/ZQ/The-Voice-of-the-Influencer/3
© 2018 PHILIP BROWN
LEVERAGE ALL MEDIA
© 2018 PHILIP BROWN
TRUST IS IMPORTANT 70% strongly agree that friends & family influence purchasing decisions 30% somewhat agree that micro-influencers (up to 100k) influence purchasing decisions 40 % strongly disagree that celebrities influence purchasing decisions
Source: influencer marketing dissertation
Š 2018 PHILIP BROWN
WHICH SOURCES DOES CANADA TRUST?
© 2018 PHILIP BROWN
MOST TRUSTED FORM OF ADVERTISING
© 2018 PHILIP BROWN
ONE MORE..
• 57% (over half) of sample have made a purchase based purely on the recommendation of an online influencer. • The only thing more meaningful than influencer content in helping consumers make decisions around purchasing is their friends and family.
Source: http://goodrelations.co.uk/2017/05/23/influencer-content-accounts-almost-20-consumer-media-consumption/
© 2018 PHILIP BROWN
COME ROUND RESEARCH
333,000 Followers
3,835 Followers
© 2018 PHILIP BROWN
RAND FISHKIN – MOZRANK CEO
“It is almost never the case, practically never the case that someone goes, experiences a piece of content from a brand they don't know about or haven't heard of, or experiences that content for the first time and then immediately goes, "I wonder what they sell. I should buy whatever that is.”
‘’What really does happen is that people come many, many times. They essentially grow this memory about your brand, about what you do, and they build up kind of what I'd call a positive bank account with you. But that bank account, there are not coins and money in there. There are experiences and touches with your brand. Those content touches, and those social media touches, and those touches that come through performing a search and seeing you listed there, those build up the capital in the account.’’
© 2018 PHILIP BROWN
IN HOME EXPERIENCE AFFECTING LIKELIHOOD TO PURCHASE
How likely are you to purchase Feel good drinks in the future? 0-10? (0 means not very likely and 10 means very likely). 0.45 42%
59% of 100 participants are likely to purchase this product (answered 9 or 10)
0.4
0.35
0.3
0.25
19%
0.2
17%
0.15 12% 0.1 4%
0.05 1% 0
1%
1%
3
4
1%
0%
0 0
Source: Campaign Insights from a Come Round campaign
1
2
© 2018 PHILIP BROWN
5
6
7
8
9
10
IN HOME EXPERIENCE AFFECTING LIKELIHOOD TO PURCHASE
How likely are you to purchase Feel Good Infusions in the future? 0-10? (0 means not very likely and 10 means very likely). 45%
56% of 100 participants are likely to purchase this product (answered 9 or 10)
40% 40% 35% 30%
25% 20% 16% 15%
13% 9%
10% 6% 4%
5%
4% 3%
1%
1%
0% 0% 0
Source: Campaign Insights from a Come Round campaign
1
2
© 2018 PHILIP BROWN
3
4
5
6
7
8
9
10
IN HOME EXPERIENCE AFFECTING LIKELIHOOD TO PURCHASE
82% of 100 participants are likely to purchase this product (answered 9 or 10)
How likely are you to purchase Brioche Pasquier product as a direct result of this influencer marketing campaign on a scale of 0-10? (0 means not very likely and 10 means very likely). 70% 64% 60%
50%
40%
30%
18%
20% 14% 10% 4%
0%
0%
0%
0%
0%
0%
0%
0
1
2
3
4
5
6
0%
Source: Campaign Insights from a Come Round campaign
© 2018 PHILIP BROWN
7
8
9
10
THE RECIPE FOR A LONG-TERM STRATEGY
CONSISTENT GREAT CONTENT DELIVERED BY INFLUENCERS
BRAND ADVOCACY
EVERYDAY INFLUENCER PRODUCT TRIALS BRAND CONSIDERATION / PURCHASE INTENT
SALES
A GREAT SOCIAL EXPERIENCE (ONLINE & OFFLINE)
COMBINE EARNED, OWNED & PAID INFLUENCE © 2018 PHILIP BROWN
2018 TRENDS
© 2018 PHILIP BROWN
2018 TRENDS
-
MORE LONG TERM STRATEGIES YOUTUBE & INSTAGRAM WILL BE KING LIVE CONTENT! MORE FOCUS ON COMMUNITIES INFLUENCER MARKETING WILL NO LONGER BE A STAND-ALONE SOLUTION BRAND ADVOCACY WILL BECOME MORE IMPORTANT MORE MIXING OF MICRO & MACRO MORE DEMAND FOR GENUINE AUTHENTIC INFLUENCERS TECHNOLOGY WILL ONLY BECOME BETTER ENGAGED AUDIENCES OVER HISTORICAL DATA INFLUENCERS WILL CREATE THE CONTENT – BRANDS WILL DELIVER THE REACH WE WILL ALL BE EXPERTS! © 2018 PHILIP BROWN
FOOD FOR THOUGHT…
© 2018 PHILIP BROWN
QUESTIONS?
EMAIL: PHILIP.BROWN@COMEROUND.COM LINKEDIN: PHILIP BROWN INFLUENCER MARKETING TWITTER: @PHILIPVDBROWN © 2018 PHILIP BROWN