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A Data-driven Approach to Influencer Marketing

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In this deck, we address questions such as:
1. Why engage influencers?
2. Which can help you better - micro or macro influencers?
3. Which platforms are the most suitable?
4. How to pick the correct influencer for your campaign?
5. How to measure the success of your campaign?

Publié dans : Données & analyses
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A Data-driven Approach to Influencer Marketing

  1. 1. HOW TO FIND AND ENGAGE THE RIGHT INFLUENCER FOR YOUR BRAND? A data driven approach to Influencer Marketing
  2. 2. Why engage influencers?
  3. 3. OUR SOCIAL MEDIA LANDSCAPE TODAY IS A CHALLENGING ONE *Source:Essence APAC 28%of mobile users in APAC have an ad blocking browser installed on their smartphone* Data: Socialbakers;Time Range:Jan 1, 2017 Apr 22, 2018, weekly data; Sample:4,504 Facebook Brand Pages: 7 day post reach
  4. 4. Ad Prices Increase Q3 2017 Q4 2017 Future 35 % 43 %
  5. 5. INFLUENCERS PROVIDE… • Relevance • Trust • Authenticity
  6. 6. LEVERAGE THE POWER OF UGC & SOCIAL PROOF *Source:Olapic consumer trust survey 2017 76%find content posted by others to be more effective than branded content
  7. 7. Numbers don’t lie 94% of marketers claim that influencer marketing is effective for their business Businesses are making $6.50 for every $1 invested in influencer marketing 22% of marketers claim influencer marketing is the most cost- effective form of online marketing
  8. 8. Challenges
  9. 9. 1. Difficulty in finding the right influencers for your campaign 2. Measuring the success of your campaign
  10. 10. Track their results Understand which one works the best with your audience Leverage their post for UGC Benchmark their performance Search for influencers that align with your audience interest How can we support you? How to find the right influencers How to measure the success of your campaigns
  11. 11. How to find the right influencer for your brand?
  12. 12. Which is the right platform for you? Blog • Longform content Deeper analysis required • Enable your content to be easily found via Search Engine • Traffic and audience depends on individual blog or website
  13. 13. Does macro or micro influencers fit your brand better?
  14. 14. 3. Do their interests align with yours? 20 million + Instagram Business Profiles Largest in the world Influencers – Premium offering
  15. 15. MATCH THE INTERESTS OF YOUR AUDIENCE TO THE ONES OF THE INFLUENCERS Estimate the ROI - cost per post vs #engagements Find real influencers who aren't using fake followers or bots
  16. 16. 4. How do they fare compared to other influencers which you shortlisted? *Tip: To see their fan growth historical data, they need to be part of Socialbakers database Comparison
  17. 17. Comparison
  18. 18. 5. Which content works well with their audience? • Understand which posts the influencer did that performed well • Search for top performing content Content and Inspiration
  19. 19. How to analyze the success of your campaigns?
  20. 20. 6. Report on your campaign results: Did they deliver? Campaign View
  21. 21. 7. Report on your campaign results: Did they deliver? Based on all organic post published in the past 6 months. Each influencer has their own unique grading for each post. Performance Prediction
  22. 22. 8. Which post to use for User-generated content Content or Performance Prediction
  23. 23. What you measure ultimately depends on your objectives Goal Metrics Tools you can use Improve brand engagement and awareness Track engagement Track mentions and hashtag Socialbakers Listening tool i.e. Digimind Conversion Set up UTM parameters to track link clicks Google Analytics Purchases Set up promo codes
  24. 24. Interested in Socialbakers’ Influencers? jeraldine.phneah@socialbakers.com