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Most people don't understand influencer marketing (webinar)

Dispelling the most common myths about influencer marketing and discussing how it became so widely misunderstood.

A video of this presentation can be seen at: https://upthinkisgood.com/people-dont-understand-influencer-marketing/

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Most people don't understand influencer marketing (webinar)

  1. 1. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 INFLUENCER MARKETING MOST PEOPLE DON’T UNDERSTAND MATT GIBSON CEO, UPTHINK AND THAT’S GREAT FOR YOU
  2. 2. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 http://upthinkisgood.com/ people-dont-understand-influencer-marketing If you’re reading this on SlideShare, you should know that I’ve posted a video of the full presentation at:
  3. 3. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Intro ‣ Matt Gibson FOUNDER & CEO OUTGOING PRESIDENT ADVENTURE PHOTOGRAPHER
  4. 4. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 PRESENTED BY THE• NON-PROFIT ORGANIZATION • INDUSTRY & INFLUENCER MEMBERS • EDUCATION • NETWORKING • INFLUENCER SEARCH ENGINE Intro ‣ PTBA
  5. 5. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 PRESENTED BY THE• DIGITAL MARKETING AGENCY • INFLUENCER MARKETING SPECIALISTS • SOCIAL MEDIA GROWTH • CONTENT CREATION • CONSULTING AND TRAINING Intro ‣ UPTHINK
  6. 6. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Overview Why is influencer marketing so misunderstood? Most people that talk about it are: • Not well informed • Biased WHAT WE’RE GOING TO TALK ABOUT
  7. 7. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Overview 1. It's (quality) free promotions 2. It's a magic bullet for sales 3. It's smoke and mirrors 4. It's a passing fad 8 INFLUENCER MARKETING MISCONCEPTIONS 5. Reach = success 6. Step 1 = finding influencers 7. Reach > brand fit 8. Followers = Reach
  8. 8. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect
  9. 9. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect A Big Part Of The Influencer Marketing Discussion JOURNALISTS INFLUENCERS
  10. 10. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect
  11. 11. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect
  12. 12. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect
  13. 13. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect
  14. 14. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect INFLUENCERSJOURNALISTS ?
  15. 15. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Opportunity
  16. 16. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Opportunity 危機 crisis = danger + opportunity
  17. 17. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Opportunity Goal: Correct all of the misconceptions about influencer marketing…well, at least 8 of them.
  18. 18. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 What it isn’t 1. It's (quality) free promotions 2. It's a magic bullet for sales 3. It's smoke and mirrors 4. It's a passing fad COMMON MISCONCEPTIONS 1. It's (quality) free promotions 2. It’s a magic bullet for sales 3. It’s smoke and mirrors 4. It’s a passing fad
  19. 19. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 What it is Advertising A paid channel that enables you to reach your target audience with a message about your brand
  20. 20. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different Unique Advertising Brand message is delivered by a trusted 3rd party
  21. 21. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different Unique Advertising The message may be delivered through various channels (blog, Facebook, Instagram, etc)
  22. 22. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different Unique Advertising The message does not interrupt the user's content consumption, but is part of it
  23. 23. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different Unique Advertising The cost per unit of consumer attention tends to be much lower than other channels
  24. 24. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different For Example A $500 sponsored blog post received 722 page views of 3:38 Total: 43.72 hours viewing time That’s $11.44/hr or $0.19/min
  25. 25. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different SUCCESS!SUCCESS?
  26. 26. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 5: REACH = SUCCESS • Very common misconception • Reach is only on possible measure of success • Success = specific business outcome
  27. 27. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 5: REACH = SUCCESS Some possible business outcomes • Email subscribers • Social media followers • Website traffic • Leads and sales
  28. 28. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 6 Influencer marketing looks like this FIND INFLUENCERS NEGOTIATE DEALS PUBLISH BRAND CONTENT REPORT RESULTS
  29. 29. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 6 Influencer marketing actually looks like this GOALS & KPIS IDENTIFY PLATFORM CREATE STRATEGY IDENTIFY INFLUENCERS NEGOTIATE TERMS EXECUTE REPORTING ANALYSIS
  30. 30. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions ALWAYS START WITH THE DESIRED OUTCOME
  31. 31. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 7: BIG AUDIENCE > BRAND FIT • One of the most common mistakes is to choose an influencer with big numbers over one that is a better brand match
  32. 32. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 8: FOLLOWERS = REACH Monthly traffic ≠ readers of a sponsored post Followers ≠ organic reach on social media≠
  33. 33. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions TO ESTIMATE SPONSORED POST READERS LOOK AT: • Avg. readers per post • Case studies
  34. 34. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions TO ESTIMATE SOCIAL MEDIA REACH LOOK AT: • Avg. engagement per post • Case studies
  35. 35. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Recap 1. It's (quality) free promotions 2. It's a magic bullet for sales 3. It's smoke and mirrors 4. It's a passing fad INFLUENCER MARKETING COMMON MISCONCEPTIONS 5. Reach = success 6. Step 1 = Finding influencers 7. Reach > brand fit 8. Followers = Reach
  36. 36. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 http://upthinkisgood.com/ people-dont-understand-influencer-marketing If you’re reading this on SlideShare, you should know that I’ve posted a video of the full presentation at:

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