Lyle Steven - Mavrck Presentation for "Under The Influence"

1. AI & The Future of
Influencer Marketing
Lyle Stevens
Cofounder & CEO, Mavrck
@thelylestevens
lyle@mavrck.co

2. Built enterprise grade identity services and
secure social networks for defense industry.

3. Created algorithm to discover subject matter
experts on the secure social network.

4. Inspired to start Mavrck by teenage siblings
arguing over who was more influential.

5. Mavrck is an All-In-One Influencer Marketing Platform

6. The Mavrck Manifesto
We empower brands to rise above
the noise through content
consumers trust.
We believe that consumers only
trust content that is created by
other consumers.
Ⓒ 2017 Mavrck All Rights Reserved – Proprietary and Confidential

7. Marketers that trust Mavrck

8. The collision of two fundamental paradigm
shifts in society.

9. Thanks to the continuous doubling of compute
power every 18 months...

10. And the mass adoption of social media around
the globe...

11. We’re now entering the early stages of our next
industrial revolution...

12. ...and how society trusts information is shifting
from institutional to distributed.

14. Source: Instagram
$1B+ Will be Spent on Instagram Influencers This Year

15. Source: eMarketer
Expect to launch an influencer
campaign in the next 12 months.
84%
marketers

16. Source: Adweek
Say Influencer Marketing is an
effective tactic.
81%
marketers

17. Source: Altimeter
Plan to increase their budget for
influencer marketing in 2018.
77%
marketers

18. Source: Altimeter
Execute always on influencer
marketing programs.
55%
marketers

19. AI will enable influencer marketing to evolve into
digital word-of-mouth at scale.

20. Mavrck has been building an influencer
marketing data engine for the last 2 years.
2.1 Billion
Social Network
Posts Indexed
102.3MM
Global Social
Profiles Indexed
5.5MM
Global Micro-
Influencers
2.2MM
Activations

21. Current
Influencer
Challenges
Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential

22. Current Influencer Identification Challenges
! Single Persona
Support
! Influencer
inventory size
! Audience
insights depth
! Follower fraud
detection
! Hashtag and
text reliance
! Brand safety
verification

23. Current Influencer Activation Challenges
! Manual post
review
! Manual
notifications
! Linear, manual
workflows
! Incentive type
support
! Standalone CX
for influencers
! Restrictive
guidelines

24. Artificial intelligence is going to fix many of these
challenges over the next 12 months.

25. This will enable marketers to focus more on
creativity and strategy again.

26. The
Future of
Influencer
Marketing
Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential

27. Marketers will manage all personas via single
all-in-one, AI-powered influencer platform.

28. The Spectrum of Influence Personas
Mega-Influencers earn their living some
other way (e.g. Athlete, Actor, Artist) and
monetize their celebrity influence.
Macro-Influencers earn their living as an
influencer (e.g. Blogger, Creator, Journalist).
Micro-Influencers are everyday consumers
who have relevant influence
as a side hustle, and many aspire to become
macro-influencers.
Advocates are passionate and
willing to share, but have little
influence.
Referrers passively share
relevant content with friends and
family.
Loyalists love your brand,
but are not willing to share.
Ⓒ 2017 Mavrck All Rights Reserved – Proprietary and Confidential

29. Email
list
Mobile
app
Loyalty
program
Brand
Website
Marketers will automatically identify many
influence personas within an existing CX.

30. This possible via influence plugin tech that lives
within your digital assets (like google analytics).

31. Influence plugin will evaluate your consumer’s
influence across a three-part framework.
Potential Performance
Preference

32. Evaluating Influencer Potential
! How many followers do they
have? Are they fake?
! How many engagements do
they earn? Were any bots?
! What are the demographics
of their followers?
Potential

33. Evaluating Influencer Preference
! What do their post images
contain (logos, objects,
scenes) ?
! What do their post captions
and tags contain?
Preference

34. Visual Recognition for Influencer Preference

35. Evaluating Influencer Performance
! How have they and similar
influencers performed
historically?
! How did other brands and
influencers rate this influencer
in the past?
! What should we forecast for
results if we activate them?
Performance

36. “In the moment” notifications are then triggered
to activate the identified personas.
Exit Intent
Popup
Post
Purchase
Popup
Website
Chat
Popup
Email, SMS
or Push
Message
Facebook
Messenger
Notification

37. Influencer Persona Specific Activations
Create original content
(Social Posts, Blogs,
Videos).
Amplify original or
branded content
(Social Posts).
Submit content
(Surveys, Ratings,
Reviews).
Ⓒ 2017 Mavrck All Rights Reserved – Proprietary and Confidential

38. Payment and providing
budget or paid
promotion are effective
incentive types
Product, promo
codes, points VIP
experiences and
contests are
effective incentive
types.
Performance based
incentives given after
specified thresholds
are exceeded.
Influencer Persona Specific Incentive Models
Activity based incentives
are given prior to or after
activation.
Ⓒ 2017 Mavrck All Rights Reserved – Proprietary and Confidential

39. Influencer content will be automatically
recommended for export and re-use
Social Ad Unit
Website Product Photo
Email Newsletter

40. Any influencer questions and conversations will
be handled by chatbots (including negotiation).

41. Astral
Brands
Case
Study
Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential

42. Dynamic Call to action
to join referral program.

43. Dynamically generated
referral link.

44. Call to action to join
branded advocate
program.

45. Call to action to join
branded advocate
program.

46. Advocates earn points to
unlock rewards by
completing activities

52. Astral Beauty Results Over First 3 Months
10.6k 14.8% 3,623 218k 527%
Sign-ups for Mavrck
Powered Programs
Have 10k+ Followers
on Instagram
Posts Generated on
Social Networks
Clicks and Engagements
on Generated Posts
Return on Investment
from Sales

53. Create
Case
Studies
Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential

54. Mavrck Results for Godiva
100 47.7k $0.28 4.8MM $2.63
Micro-Influencers
Created UGC
Total
Engagements
CPE
Estimated
Impressions
CPM
Per

56. Mavrck Results for Alice & Olivia
100 158k $0.06 15.2M $0.66
Micro-Influencers
Created UGC
Total
Engagements
CPE
Estimated
Impressions
CPM
Per

58. Mavrck Results for Pepto (P&G)
100 22.8k $0.30 1.9MM $3.48
Micro-Influencers
Created UGC
Total
Engagements
CPE
Estimated
Impressions
CPM
Per

60. Amplify
Content
Case
Studies
Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential

61. 10,897
Posts Created by
Advocates
3x
Higher Conversion Rate
for Web Signup
7x
Higher Conversion Rate
for Mobile Signup
1,000
Advocates
Activated
Per

62. 14,897
Engagements &
Clicks Driven
32%
Higher Ecommerce
Conversion Rate
573%
Return on
Influence
1,000
Advocates
Activated
Per

63. $78k
Ecommerce
Revenue
5,291
Engagements & Clicks
Driven
479%
Return on
Influence
1,000
Referrers
Activated
Per

64. Submit
Content
Case
Studies
Copyright 2017 Mavrck All Rights Reserved – Proprietary and Confidential

65. 6 mo.
Timeframe of
Reviews Generated
3,585
Organic Product
Reviews Created
53%
Avg. Projected
Sales Lift*
9
Products
Reviewed
4.79
Avg.
Rating

66. 6 mo.
Timeframe of
Reviews Generated
1,860
Organic Product
Reviews Created
38%
Avg. Projected
Sales Lift
8
Products
Reviewed
4.82
Avg.
Rating

67. 1 mo.
Timeframe of
Reviews Generated
459
Organic Product
Reviews Created
33%
Avg. Projected
Sales Lift
4
Products
Reviewed
4.86
Avg.
Rating

68. The number of influencer marketing platforms
has doubled since 2015. Source: chiefmartech.com

69. Referrers
Loyalists
Influencers Advocates

70. Seeking to rise above
the noise through
content consumers
trust?

71. Any Questions?
Lyle Stevens
Cofounder & CEO, Mavrck
@thelylestevens
lyle@mavrck.co