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In this week’s webinar, we’ll reveal how Ogilvy can help brands navigate the ‘wild-west’ of the influencer landscape and how to leverage new tools combined with clear strategic thinking to pinpoint the influencer goldmine.
- The changing role of influencers
- The six types of influencers
- How utilizing Network Theory allows for better influencer identification
Ogilvy Public Relations
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BRAND COMMUNICATION HAS EVOLVED… AGAIN
The cleanest wash
The smoothest skin
OUR BRAND IS
For thoughtful mums
For busy women
Dirt is good
All women are
Help kids play
Make women feel
1950s 1980s 2000s NOW
We must focus on fostering cultural
relevance if we are to survive
54% of female internet users
worldwide have purchased a
product/service after seeing an
THE ROLE OF
• Influencer marketing is not ‘new’ anymore
• Tiers of influence continue to evolve
• Influencers are also content creators
• Influence is a strategy vs. a tactic
• Brands are increasing investment
• Increasing importance on disclosures
Content type matters when driving conversion
Video Image Text Animated
It has never been more important to define a
new, strategic approach to engaging influencers.
WHATARETHEYINTERESTEDIN?HOW MUCH REACH CAN THEY GIVE US?
EARLY INFLUENCER MARKETING
Influencer partnerships should
be based on two sets of criteria:
The business objectives the
influencer’s activity can deliver
against - awareness, affinity,
advocacy or action.
The areas in which the
influencer actually is influential.
EVOLVING OUR THINKING
SIX INFLUENCER TYPES
Focus on Awareness and Affinity Focus on Advocacy and Conversion
FINDING THE RIGHT INFLUENCER
Establishing the key business
objectives allows us to
determine the correct types of
influencers to seek out to best
deliver an ROI.
PINPOINT INFLUENCER IDENTIFICATION
We map the social web to find
influencers based on their influence in
subject areas rather than simple follower
We then segment the network to
understand the areas of influence and
their most impactful advocates.
UTILISING NETWORK THEORY
We use basic graph theory, and resulting
metrics, to understand influence in a
given social network.
Looking at the network relationships
allows us to understand how information
has spread in the past, and will likely
spread again in the future across existing
CONNECTING THE DOTS THROUGH
We focus on the extent to which nodes
(social media accounts) in the network
act as ‘bridges’, or ‘agents’ and
‘gatekeepers’ as we’re analysing social
The is calculated by taking each node
and drawing the shortest line to every
other node in the network, then
understanding how often each of these
routes passes through each node. The
output gives us a numeric ranking which
we can use as the basis for
an influencer score.
• Profile building
• New products first
• Input into New Product
• Usage of products
• Access to experts and
• Content inspiration
• A sense of belonging to
a wider movement or
• Social currency
• A face for the campaign
• Network access/reach
• Content creation
• Positive endorsement
• Access to their fans
BRANDS OFFER INFLUENCERS OFFER
DEFINING THE VALUE EXCHANGE
By creating a clear value
exchange we can ensure both
our brands and our influencers
benefit from the relationship.
Use language that conveys the advertising has been paid for
The commercial nature of the post should be clear before the user
clicks/engages with the content
Notice of the sponsorship should be large and visible enough for a consumer
to notice it in the context of a given page and/or relative to the device the ad is
being viewed on
Be aware of the technical quirks of each platform and what opportunities there
are to identify something as a piece of sponsored content
Platform Best Practice
Facebook Verified Profiles: Co-branded posts
Non Verified Profiles: #Ad #Sponsored
Instagram Verified Profiles: Co-branded posts
Non Verified Profiles: #Ad #Sponsored
YouTube Indication in title and/or description that it is
Twitter Whitelisted profiles for promoted posts
#Ad #Sponsored for organic posts
Blogs Reference in headline or byline
Gaining access to influencer-owned social data and analytics is becoming
much easier, especially on Facebook and Instagram. When measuring the
effectives, it’s important to try and compare it against other activity.
• Impressions & CPM
• Engagement Rate & CPE
• Shares & Share Rate
• Clicks/Acquisitions & CPC/CPA
• Earned media featuring the influencers or their content
• Increased conversation about the brand surrounding the influencers
MEASURING THE IMPACT