How to Create Real-World Results with Online Influencers

1. How to Create Real-World Results
with Online Influencers
Fashion Digital | Mobile New York 2015
Mariana Rodriguez
Senior Account Director
mrodriguez@beebyclarkmeyler.com
@marodcar
.www.beebyclarkmeyler.com
203-653-7920
@beebyclarkmeyler

2. Influencer Selection Process
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Establish target audience and interests (e.g. female millennials, DIY activities, active/healthy lifestyle, etc.).
Review video consumption patterns (e.g. mobile/tablet 65%, desktop 35%).
Identify relevant platforms (e.g. YouTube, Instagram, Polyvore, Pinterest).
Evaluate content producers quantitatively: Online influence scores (e.g. PIX, OpenSlate, YouTube rankings) and
Social media footprint (reach and active platforms).
Evaluate content producers qualitatively: sentiment, previous content, comments and WOM, prior advocacy for/
partnership with brand or competition.
Assessing for fit with brand.
Outreach to agent, publisher, multichannel network, or advocacy platform: Assess willingness to work with
brand, cost and availability.
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3. Influencer Selection Criteria |
Qualitative Measures
Determine what is Required and what is “Nice to Have”:
ü Engaged audience with positive sentiment and trust in the influencer
ü Willing to speak of and integrate the brand in a natural, organic and authentic manner
ü Brand Fit and alignment with brand essence
ü Prior advocacy for the brand
ü Prior content around a specific theme or topic
ü Previous experience working with and developing original content in partnership with brands
ü Have not previously worked with a competitor brand
• or if they have it is necessary to understand partnership further before determining whether to move forward
ü Potential for success in distributing the content across social, mobile and other desired verticals
ü Rights around exclusivity and usage
ü Promotion/distribution within influencer owned channels
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4. Video Best Practices
• Getting around the skippable pre-roll: Mention the brand within the first 30 seconds
• Show the brand/product within the first 25% of the video for greater brand recall*
• Video Title – 1st 50 characters are most important and what show up in search
• Long vs Short form
• Natural to the influencer and their audience
• Fit for the storyline/video context
• Distribution considerations
• Rights to “cut up” video for short-form distribution
• Embed vs Direct upload (on social, your website…)
*Source:
BCM
research
-­‐
Insight
Express,
2014 21

5. Video Best Practices
• Direct “Native” Upload !
• Outperforms paid performance when compared to embedded YouTube link
• Auto-plays when a user scrolls past within the newsfeed
!
• Add attention-grabbing elements!
• Video designed to hook a viewer in the first few seconds that they auto-play in a feed
• Key points conveyed through words on the screen (so they can be easily understood
without sound).
• Test Length!
• Test short (<1 min) versus long (1 min+) form video – every audience is different.
*Sources:
BCM
research,
2014-­‐2015,
hHp://www.nyames.com/2014/09/08/technology/facebooks-­‐feeds-­‐give-­‐videos-­‐a-­‐boost.html 22
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