20180928 Hofstede Insights Conference Milan The Power of Culture Led Brands.pptx
Influencer marketing strategy - module 1 lesson 3
1. Question assumptions that an
influencer marketing platform can
automate an inefficient operation.
Learning objective of Module 1, Lesson 3
2. Can influencer marketing be automated?
• A 2016 report by Chute and
Thuzio 360 found that a
majority of US marketers
would like to see 5 aspects of
influencer marketing
improved.
• But, can these aspects of
influencer marketing be
automated or made easier
through software?
3. Measuring ROI vs. ROMI
• ROMI uses a different formula
than the ones that CFOs use to
calculate ROI.
• ROI measures money that’s
“tied” up in plants and
inventories (capital expenditure
or CAPEX).
• But marketing is typically
expensed in the current period
(operational expenditure or
OPEX).
4. Tracking influence vs. custom campaigns
• Use the Campaign URL Builder
tool to add parameters to your
URLs so you can track
influencer campaigns in
Google Analytics.
• Convert each URL to a short
link to make it more sharable.
• Then, see which influencer
posts generated which micro
and macro conversions.
Source: Google Analytics, Campaign URL Builder
5. Influencer discovery vs. identification
Source: Google Analytics, Rutgers Business School Executive Education, Sept. 1, 2016 to Aug. 31, 2017
6. Reporting back super lame vs. awesome KPIs
• A KPI is a metric that helps you
understand how you are doing
against your objectives like:
• Visitor loyalty & visitor recency.
• Conversation rate.
• Days & visits to outcome.
• Amplification rate.
• Economic value.
• Task completion rate.
• Brand evangelist index.
Source: Avinash Kaushik, Occam’s Razor, “Your Web Metrics: Super Lame or Super Awesome?,” June 28, 2011
7. Vetting influencers vs. letting go of control
• Influencer marketing is
notoriously hard to get right.
• But Clorox brand Brita decided
that letting go of control
ensured that influencer King
Bach created engaging content.
• The result was a hilarious
made-for-YouTube ad that
generated over 2 million views
and led to a 2,000% mobile
search lift.
Source: Kate Stanford , Think with Google, “The secret to successful influencer marketing? Letting go of control,” August 2017
8. Can influencer marketing be automated?
• Bill Gates once said:
• “The first rule of any technology
used in a business is that
automation applied to an
efficient operation will magnify
the efficiency. The second is
that automation applied to an
inefficient operation will
magnify the inefficiency.”
• So, which aspects of influencer
marketing can be automated?
9. Peer-graded assessment: Write a 5-paragraph
essay that questions assumptions that an
influencer marketing platform can automate
an inefficient operation.