The Rise of Influencer Marketing & How Brands Can Keep UP
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Charlotte Runco y Robb Hittner presentaron esta conferencia en el #CongresoPRORP el 29 agosto 2016
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The Rise of Influencer Marketing & How Brands Can Keep UP
- 1. The Rise of Influencer Marketing & How Brands Can Keep Up Presented by Edelman
- 2. Robb Hittner SVP, Head of Specialty Groups Edelman Los Angeles Charlotte Runco Vice President, Digital Marketing Edelman Los Angeles
- 3. The Edelman Influencer Network We are a global team of influencer experts focused on co-creating compelling experiences that incite action and deliver value
- 4. We maintain thousands of authentic relationships, globally
- 5. Why influencers? Brands win if they encourage peer conversations 64% trust a brand more if it encourages me and other customers to review its products and services1 Relatable influencers inspire trust 63% rate “a person like yourself” as a credible or extremely credible spokesperson2 Influencers inspire purchase decisions at the moment of truth 84% of consumers take action based on the reviews and recommendations of trusted sources...above all other forms of advertising3 1. 2015 Edelman Earned Brand 2. 2016 Edelman Trust Barometer 3. Nielsen
- 6. Authenticity above all else How we do it By forming lasting relationships between our clients and the influencers who engage their consumers & stakeholders, we build trust and deliver co-created experiences and contagious content Results we deliver Authentic, measureable experiences that align against brand objectives to drive brand impact
- 7. Power of earned & paid Influencers are sourced for authentic distribution, similar to earned Influencers are compensated based on reach and KPIs, similar to paid media Earned Media Paid Media INFLUENCER MARKETING
- 9. The landscape keeps shifting Celebrities Influencers Hybrids
- 11. The opportunity and the challenge BARILLA Made consumers passionate for pasta using a well known YouTube influencer PAYPAL Global influencers helped Paypal go from faceless to friendly
- 12. When done right: brands stand to benefit Tomoson McKinsey McKinsey >5XMORE IN ROI 2XPAID SALES 37%HIGHER RETENTION RATE OVER PAID ADVERTISING
- 13. A tailored approach is critical to success CULTURAL INFLUENCERS MEDIA INFLUENCERS REPUTATIONAL INFLUENCERS Celebrities Highly influential consumers Social media stars WHO THEY ARE Journalists Bloggers Authoritative issue experts Elected officials Thought leaders OBJECTIVE BRAND AFFINITY BRAND REPUTATION
- 14. Four important criteria for selecting influencers 1 REACH Do they reach the target audience? 2 RELEVANCE Does their content tap into key brand attributes/product functionalities 3 RESONANCE Will the brand’s value proposition resonate with this audience? 4 RELATIONSHIP Matching the workflows is vital
- 15. The process to get impactful content STRATEGY CO-CREATION AMPLIFICATION (PAID, EARNED & OWNED) I N T E G R AT E D I N F L U E N C E R M A R K E T I N G O P T I M I Z AT I O N + R E L AT I O N S H I P M A N A G E M E N T
- 16. Map to effective influencer programming BRAND STORY CAMPAIGN GOALS Develop a call to action AUDIENCE INSIGHTS CREATIVE COLLABORATION Co-create content with influencer Select the right Influencers for your brand Amplify through paid and earned strategy Real-time performance analytics & optimization
- 17. Thank You!