Live Webinar: Influencer Marketing Predictions: Where to Place Your Bets in 2017
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Join LinkedIn's very own Senior Content Marketing Manager, Megan Golden host TapInfluence's marketing all-stars, Laura Smous and Rachael Cihlar, as they unveil their trends for 2017 and guide us through the best way to integrate a powerful influencer marketing strategy. - Tune into this webcast session to hear: - TapInfluence's top 10 influencer marketing predictions for 2017 - Where you should invest as a B2B marketer - How traditional social metrics won't cut it when it comes to measuring impact
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Live Webinar: Influencer Marketing Predictions: Where to Place Your Bets in 2017
- 1. WEBINAR: WHERE TO PLACE YOUR BETS IN 2017 INFLUENCER MARKETING PREDICTIONS INFLUENCER MARKETING WHERE TO PLACE YOUR BETS IN 2017 AUGUST 30TH, 2016
- 2. 2 THE MOST POWERFUL WAY TO PLACE A BRAND’S MESSAGE BEFORE AN INTERESTED AUDIENCE IS THROUGH A VOICE THEY TRUST. @LINKEDINMKTG
- 3. IT WORKS. @LINKEDINMKTG RATED THE FASTEST GROWING ONLINE CUSTOMER ACQUISITION CHANNEL. INFLUENCER MARKETING 22% ORGANIC SEARCH 17% EMAIL 15% PAID SEARCH 14% DISPLAY ADVERTISING 9% AFFILIATE MARKETING 5% OTHERS 18% SOURCE: TOMOSON
- 4. MEET YOUR SPEAKERS RACHAEL CIHLAR MANAGER, INFLUENCER MARKETING STRATEGY TAPINFLUENCE @RAISINANN @LINKEDINMKTG LAURA SMOUS HEAD OF PRODUCT MARKETING TAPINFLUENCE @LAURASMOUS MEGAN GOLDEN SENIOR CONTENT MARKETING MANAGER LINKEDIN @GOLDMEGS
- 5. @RAISINANN Rachael strategizes, designs, implements, and optimizes influencer marketing campaigns and programs for brands and agencies. When she’s not working with senior executives at leading digital and PR agencies, or with social media teams inside top brands, Rachael is actively monitoring trends and data in consumer buying behavior. RACHAEL CIHLAR Manager, Influencer Marketing Strategy@tapinfluence #GetHeard
- 6. @LAURASMOUS Laura is a versatile brand strategist and marketing leader, merging strategic, creative and technical skills towards developing memorable, effective brands and products that provide novel solutions to business problems. LAURA SMOUS Head of Product Marketing @tapinfluence #GetHeard
- 7. 2017: NINE PREDICTIONS Influencer marketing moves faster than the speed of social. If you’re just catching up, you’re already behind. We’re here to help you separate fact from fiction for 2017. WE CUT THROUGH THE HYPE, SO YOU DON’T HAVE TO
- 8. Webinar: Where to Place Your Bets in 2017 INFLUENCER MARKETING PREDICTIONS
- 9. Micro-influencers Traditional metrics? BS Online/offline experiences blur 01 03. 02. 2017: NINE PREDICTIONS Audience > Influencer Real-time social = less control 05 04. B2B! B2B! MarTech stack acceptance SMBs/SMEs can play, too 06. 08. 07 Smart agencies seize the day 09
- 10. More influencer marketing campaigns and campaign dollars pass through TapInfluence’s marketplace than anywhere else. Any social platform, any influencer— we have the data, technology and expertise to make influencer marketing work for you. Why listen to us? @tapinfluence #GetHeard
- 12. 1. NO DISCLOSURE IS THIS INFLUENCE? 2. NO CREATIVE 3. NOT FOLLOWING DIRECTIONS 4. “CELEBRITY” ENDORSEMENT
- 13. 54 percent of consumers agree that the smaller the community, the greater the influence. – TECHNORATI
- 14. Your highest ROI* IDENTIFYING INFLUENCE INFLUENCER DATA AUDIENCE DATA PERFORMANCE DATA THE TAP TRIFECTA @tapinfluence #GetHeard
- 15. MARKETERS CALL BS ON THE OLD DIGITAL AND SOCIAL METRICS
- 16. DISNEY The last step for big dollars to flow into influencer marketing and branded content is measurement.
- 17. HOW DO YOU MEASURE SUCCESS/ROI OF YOUR INFLUENCER EFFORTS? WHAT DATA IS IMPORTANT TO MEASURE? (RANK IN ORDER OF IMPORTANCE, 1= MOST IMPORTANT) *Original research from Altimeter & TapInfluence 2.89 – ENGAGEMENT MARKETERS WANT REAL RESULTS 3.87 – BRAND AWARENESS 4.11 – SALES LIFT 4.67 – TRAFFIC 4.74 – REACH 5.07 – SHARE OF VOICE 5.28 – SENTIMENT 5.37 – IMPRESSIONS
- 18. ENGAGEMENT AND SALES LIFT REACH, VIEWS AND IMPRESSIONS EARNED MEDIA VALUE TOTAL MEDIA VALUE MEASURE WHAT MATTERS
- 19. JONAH PERETTI I feel like what you see in the industry now is people jumping around and trying to find the God metric for content. It’s all about shares or it’s all about time spent or it’s all about pages or it’s all about uniques. The problem is you can only optimize one thing, and you have to pick, otherwise all you’re doing is making a bunch of compromises, if you try to optimize for multiple things.
- 21. FROM INTERRUPTED TO INTEGRATED *Think with Google/Google Survey 66% OF SMARTPHONE USERS TURN TO THEIR SMARTPHONES TO LEARN MORE ABOUT SOMETHING THEY SAW ON TV*
- 22. FIRST TO TIE INFLUENCER MARKETING TO IN-STORE SALES PROVEN SALES LIFT PARTNERSHIP WITH NIELSEN CATALINA SOLUTIONS DONE USING TRACKING PIXEL IN TAPINFLUENCE PLATFORM CURRENTLY RUNNING STUDY WITH SCRIPPS AND LIPTON TEA @tapinfluence #GetHeard
- 24. ADWEEK Welcome to the Wild West of Influencer Marketing Choosing the correct influencer is key. Knowing how engaged and interested the influencer’s community will be in a brand is critical. Having a huge number of followers means a potentially less targeted campaign, which is why many brands are choosing to work with a higher number of influencers with a lower but more engaged and appropriate audience.
- 25. The influencer is not the audience. Shift away from relying solely upon influencers’ characteristics to identify them and toward the union of audience, influencer and performance data. Opt for platforms that provide the whole picture, over tools that only provide one piece of the puzzle, such as influencer identification. You already know how to do this. Just as influencer marketing itself is a natural extension of word-of- mouth marketing, reimagined and made scalable for the social age, we see audience targeting in influencer marketing as a natural marriage of what marketers do in traditional marketing, to this emerging discipline. Start with a clear definition of your ideal customer. Then, look at an influencer’s ability to effectively reach—and influence—that customer, using real data about an influencer’s actual audience composition, such as location, gender, age, income, brand affinities, interests and personality traits. 3 THINGS TO KNOW REMEMBER
- 26. REAL-TIME SOCIAL CHANNELS LEAD TO LESS CONTROL FOR BRANDS
- 27. 10 BILLION DAILY VIEWS
- 28. REAL TIME = REAL CREATIVE FREEDOM *Original research from Altimeter & TapInfluence 52% OF INFLUENCERS CITE “OVERLY RESTRICTIVE CONTENT GUIDELINES” AS THE BIGGEST MISTAKE BRANDS MAKE WHEN WORKING WITH INFLUENCERS.
- 31. B2B AND B2C BECOME H2H DIGITAL MARKETERS LOOKING TO SET THEIR B2B COMPANIES APART WILL BE LEADING THE CHARGE—AND REAPING THE REWARDS.
- 32. As personal and professional lives blur, innovative B2B marketers recognize their buyers are people, and that purchase decisions are made by humans—real consumers who distrust brand messaging, do their homework and investigate B2B brands—long before they have fallen into the dreaded funnel. Despite the pool of influencers being smaller, the stakes are much higher, when your professional reputation depends on you making the best purchase decision for your company. B2B buyers will depend on those trusted voices even more. Those who emerge as B2B influencers will carry more weight. B2B marketers feel burned by a lack of meaningful metrics around their social media marketing and content marketing efforts, and Return On Marketing Investment (ROMI) and Return on Advertising Spend (ROAS) are hot topics in organizations that live and die by analytics. Data is ingrained in everything they do. MICRO-INFLUENCERS (AGAIN) MEASUREMENT (AGAIN) THE HUMAN JOURNEY DRIVING B2B IM
- 33. TAPINFLUENCE Challenger brands emulate the branding, culture— and technology stack—of companies they aspire to be like. At the end of the day, it’s real people, not companies, buying B2B products and services.
- 34. TWEET As high-growth B2B companies become media darlings, people attach personal significance to brands they use at work. @Tapinfluence #GetHeard
- 35. INFLUENCER MARKETING EARNS A SPOT IN THE MARTECH STACK
- 36. The marketing technology stack has gotten more complicated, especially for larger businesses. Enterprise marketing teams are leveraging 60 to 80 different marketing technologies. – DEMAND GEN REPORT
- 37. Marketers desperately need ways to see the whole landscape, and we predict rapid integrations with other business systems, starting with the rest of the martech stack, as well as business intelligence (BI) platforms. Making influencer marketing relevant to the rest of your organization is key to expanding the budget for the most successful strategy in your arsenal. Move it from experiment to necessity by picking partners who play well with those who already have earned a spot on the roster. With revenue attribution as the holy grail, influencer marketing platforms that are already starting to talk to these other platforms—sharing content, performance data, insights and more—dramatically increase their value to organizations. MAKE IT MAINSTREAM TIE IT TO REVENUE GET A VANTAGE POINT MAKING IT WORK
- 38. TWEET The disjointed martech stack has reached fever pitch; marketers have more data than ever, yet fewer insights. @Tapinfluence #GetHeard
- 39. SMBS AND SMES FINALLY JOIN THE INFLUENCER MARKETING PARTY
- 40. CUSTOMER EXPERIENCE LEVEL PLAYING FIELDMAXIMIZED RESOURCES UNPRECEDENTED OPTIONSGET HEARD HIGHER CAMPAIGN ROI For challenger brands, doing more with less is a way of life. This extends to their early investment in marketing technology, as well, and influencer marketing fueled by smart automation platforms. To steal hearts and minds away from established competitors, smaller brands need much more effective ways of reaching millions, without the benefit of time, resources or large budgets. SMB/SMEs need innovative ways to reduce dependencies on human resources, gain the most efficiency from their existing resources and squeeze the highest possible ROI out of any campaigns and marketing spend. Challenger brands need a way to break through the clutter that is advertising today. Without technology, most simply would not have access to the means to get heard by consumers. Challenger brands today are keenly aware their success requires attention to the customer journey, long before they win customers from larger competitors. As influencer marketing platforms use their experience, technology and data to create increasingly affordable and predictable ways of getting a return, expect more SMB/SMEs to join the fray. SMBS AND SMES
- 42. BRAD JAKEMAN President, PepsiCo, on whence innovation and disruption come [It] comes from diverse, creative, passionate people and agencies who are prepared to take calculated risks.
- 43. A NEW POWER MIDDLE BRANDS WILL USE MORE BRANDS WILL USE FEWER AGES FREE AGENT INFLUENCERINNOVATION <> OPTIONAL TRANSPARENCY REIGNS Disintermediation will continue to occur for low-and-no-value activities. Brands will shrink their rosters to exclude agencies who focus here, in favor of innovators. At the same time, brands will beef up their use of highly strategic, highly creative agencies that deliver influencer capabilities and act as accountable marketers. On the heels of adblocking and bot fraud, a scathing June ANA report shows kickbacks and lack of disclosure, further straining agency-advertiser relationships. Agencies will differentiate with innovation practices that leveraging their agility and breadth, helping clients navigate constantly changing social seas. Challenger agencies will win more deals, unseating the slow moving giants, who are unused to focusing on growth and revenue, their own and that of their clients, Smart agencies realize the value of influencer relationships is not in keeping a stranglehold over them rather being an impactful bridge between strategy and creators. AGENCIES IN 2017
- 44. 2017: NINE PREDICTIONS #10: Authenticity is everywhere. We realized our tenth prediction was woven into everything you do with influencer marketing. As more brands and influencers enter the arena, authenticity will be the key to success. This means going past just adhering to FTC disclosure regulations and embracing the spirit of honesty in all sponsored content.
Notes de l'éditeur
- Invest now Try things Know what works and what doesn’t work going into 2017 Don’t wait for these to move from differentiating to the norm
- Last year was all about catching up This year is all about seizing opportunities (before everyone else does)
- We’ve made every mistake imaginable for six years, so you don’t have to do the same. We’re constantly monitoring the landscape. It’s kind of sad.
- In the next year, we’ll see brands questioning the use of celebrity endorsements online for a few reasons. First, people want to be celebrities, not necessarily purchase everything they tout. Secondly, they aren’t quality content creators. Just look at what happened with Scott Disick a few weeks ago (insert Scott Disick example). A recent study from Collective Bias found nearly a third of consumers surveyed are more likely to purchase a product by a non-celebrity blogger than by a celebrity. 70% of millennials had the strongest preference for “peer” endorsements.
- Lastly, there are better, and more qualified influencers who can create content on behalf of brands for consumers. Not only is it better creative, it resonates with consumers.
- Lastly, there are better, and more qualified influencers who can create content on behalf of brands for consumers. Not only is it better creative, it resonates with consumers. In fact, this article in VentureBeat explains how teens are developing emotional attachments to YouTube stars seven times greater than toward a traditional celebrity. The same study states YouTube stars are perceived as 17 times more engaging, and 11 times more extraordinary than mainstream stars. True influencer is about finding influencers who aren’t just SMEs, but who reach your audience, no matter how small. As we mentioned before, the early days of influencer marketing made it seem like only CPG and food brands could take advantage of this emerging industry. This will change with the rise of micro influencers and the technologies that can help you identify true influence. But how do you work with these types of influencers at scale? We recommend identifying a few quality content creators who are either the micro influencers themselves, or SMEs, and then use other like-minded micro influencers to distribute your message.
- Engagement (comments, likes, shares, retweets, pins, etc… As we just discussed, https://medium.com/@ev/a-mile-wide-an-inch-deep-48f36e48d4cb#.1uncmc1xw
- As strategies for influencer marketing become more sophisticated, so will the way we measure it. If you’re working with an influencer marketing solution that only touts EMV or TMV – think bigger. Media values are no longer relevant and we see the social networks taking cues from this. In fact, Instagram is reportedly introducing analytics to show which posts are most effective at converting to followers. This is great for brands who want insight on which posts are successful and should be strategies they should continue to deploy. We also see views becoming less relevant – why? They are a passive engagement. Engagements – whether it’s a like, comment, share, or click to your brand’s page – are more important and indicate consumers want to see more brand content. In the next year we’ll see even more integration between social listening to identify strategies consumers want to see and then again to measure lift in sentiment post-campaign. True ROI will be more important than ever. As top brands and agencies lean into influencer marketing, they will need confirmation that it’s actually affecting their bottom line. Sales lift will be (and already is) critical to justify bigger budgets for influencer marketing, but also bigger returns. EMV and TMV. Marketers have relied on these measures for years, but as traditional media values themselves become irrelevant, people are realizing the fallacy of any metrics based on them. Social media is taking the lead on developing measures that track the types of actions that matter in the digital era. For instance, Instagram is reportedly introducing analytics to show which posts are most effective at converting to followers. Smart move, and we expect to see more like it in the coming year. Views. In the era of traditional media, views were an important metric because they were, in most cases, as deep as a marketer could hope to understand. Content, by nature, was not interactive, so there was no need for metrics that measured interaction. The digital era is different, so this year, marketers will abandon views as an acceptable performance metric and turn instead to metrics that speak to real engagement with content: likes, shares, comments, and clickthroughs. In addition, we expect to see even more integration with social listening to identify content consumers want to see, and to measure lift in sentiment post-campaign.
- https://medium.com/@ev/a-mile-wide-an-inch-deep-48f36e48d4cb#.1uncmc1xw Ev WilliamsFollowing Reader, writer, ponderer, father. CEO of Medium // @ev
- In the next year, we’ll see brands questioning the use of celebrity endorsements online for a few reasons. First, people want to be celebrities, not necessarily purchase everything they tout. Secondly, they aren’t quality content creators. Just look at what happened with Scott Disick a few weeks ago (insert Scott Disick example). A recent study from Collective Bias found nearly a third of consumers surveyed are more likely to purchase a product by a non-celebrity blogger than by a celebrity. 70% of millennials had the strongest preference for “peer” endorsements.
- http://www.adweek.com/socialtimes/threepipe-jim-hawker-guest-post-influencer-marketing/640084
- Modeled vs Census data
- Team of technologists We’ve been doing it the longest Petabytes of data
- Influencers also cite requiring drafts for every post as invasive and a major mistake that brands make. Brands want control of messaging and content and influencers feel that marketers are too controlling. Influencers are followed because of their authenticity and brands stated this is their number one priority. Clearly controlling the message is counter productive.
- Team of technologists We’ve been doing it the longest Petabytes of data
- The writing is on the wall; the B2B and B2C paths to purchase are converging. What does this mean for influencer marketing? Smart B2B marketers are already testing the waters, or at least asking questions about how this might work for their brands.
- The rise of micro-influencers – Figuring out how and who to work with to do B2B influencer marketing effectively and authentically will be a challenge for many brands. Why? There are simply fewer trusted voices talking about, say, productivity tools or supply chain management software than there are talking about what to make for a Super Bowl party, travel hacks or DIY projects. B2B influencers may also be be more limited than B2C influencers around how many brands about which the can speak authentically. Don’t be fooled, though. Despite the pool of influencers being smaller, the stakes are much higher, when your professional reputation depends on you making the best purchase decision for your company. B2B buyers will depend on those trusted voices even more, and the perspectives of those who emerge as B2B influencers will carry more weight. Increased scrutiny on metrics, especially social – At a time when B2B marketers feel burned by a lack of meaningful data around their social media marketing and content marketing efforts, and Return On Marketing Investment (ROMI) and Return on Advertising Spend (ROAS) are hot topics in organizations, live and die by analytics. Data is ingrained in everything they do. http://www.brandquarterly.com/millennials-new-push-purpose-b2b-branding http://adage.com/article/agency-viewpoint/make-b-b-content-sexy/303919/ https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html http://www.forbes.com/sites/forbesagencycouncil/2016/05/24/seven-important-metrics-to-gauge-the-success-of-your-online-advertising-efforts/2/#1b512ead7544
- Further, we live in a world where people’s personal and professional lives and identities are becoming almost indistinguishable from one another. As high growth B2B companies become media darlings, people attach more and more personal significance to the brands they use at work. Challenger brands emulate the branding, culture—and technology stack—of companies they aspire to be like. This means individuals, not companies, are buying B2B products and services. Will B2B influencer marketing be commonplace by the end of 2017? Maybe not, however digital marketers looking to set their B2B companies apart will be leading the charge—and reaping the rewards.
- http://www.demandgenreport.com/features/demanding-views/simplified-tech-customer-journey-and-integration-emerge-as-three-big-marketing-technology-trends
- “One of the key attributes of the space is that its scope and marketing relies on so many pieces that the Microsofts and SAPs of old –which assembled monolithic building blocks of tech — no longer really apply. All the companies in the space are constantly iterating and borrowing or partnering from each other. “The real story is: how do you leverage the opportunities,” says Brinker.” http://localonliner.com/2016/03/21/martechs-87-growth-in-2016-its-impact-on-local-smb-and-niche-marketing/
- In the next year, we’ll see brands questioning the use of celebrity endorsements online for a few reasons. First, people want to be celebrities, not necessarily purchase everything they tout. Secondly, they aren’t quality content creators. Just look at what happened with Scott Disick a few weeks ago (insert Scott Disick example). A recent study from Collective Bias found nearly a third of consumers surveyed are more likely to purchase a product by a non-celebrity blogger than by a celebrity. 70% of millennials had the strongest preference for “peer” endorsements.
- 51% rise in SMEs since 2000 — The 2010s will be marked by the rise of Small to Medium Enterprises, thanks to the internet. #digitalmarketing
- https://www.thinkwithgoogle.com/articles/digital-marketing-measurement-drive-growth.html https://www.ana.net/content/show/id/pr-media-transparency
- http://www.adweek.com/agencyspy/pepsi-executive-is-not-so-happy-with-his-agencies/95627 http://adage.com/article/cmo-strategy/big-hike-ad-spending-helps-p-g-beat-expectations/305287/
- https://www.thinkwithgoogle.com/articles/digital-marketing-measurement-drive-growth.html https://www.ana.net/content/show/id/pr-media-transparency