Not all reach was created equal

Not all reach was created equalH+K Strategies | @TheMarkCarroll | @HK_London

Influencers Quantity ≠ Quality

Start with quality rather than quantity…

Influencers Quantity ≠ Quality @TheMarkCarroll

3 © Hill+Knowlton Strategies 2016

There has been proven value of going where the eyeballs go…

Traditional media mentality + Scale+ Impressions+ OTS+ Reach+ Visits

is shaping the influencer marketing decision making process…

Number of eyeballs is important, but are they even eyeballs?

appzbizz.com digital-ad-fraud

UK ad blocking grew by 82%

12 million active users in 12 months up to June 2015

PageFair 2015 Ad Blocker Report

Is a view still a view if there’s nothing to view?

https://www.youtube.com/channel/UCL3kYISlzwhosIQe27kJKNw

CTR of a banner ad is around 0.10% avg

For a Facebook post it’s 2.09%

For an influencer post (cross channels) it’s upwards of 15+%

Source: wolfgangdigital.com + BBDO Internal Study

Influencer marketing campaigns drive 16x more engagement than paid or owned media

SocialChorus ‘Power Middle’

@TheMarkCarroll

92% of consumers trust word of mouth and recommendations from friends/family above all forms of ads

Nielsen’s Global Trust report

@TheMarkCarroll

Be seen to be popular through popular people

#AD #SPON

@TheMarkCarroll

Popularity has changed…

More creatorsMore fansMore platformsMore brandsMore global

With all that choice how do you decide who is right to work with?

Sadly it’s not a black and white answer.Influencer marketing is growing and flowing in Technicolor and surround-sound.

BIGGEST NUMBER≠ BEST NUMBER

2013 WOMMA definition of influencers

@TheMarkCarrollInfluencers Quantity ≠ Quality

2013 WOMMA definition of influencers

Category Formal position of authority

Institutional / recognised

subject matter experts & advocates

Media Elite Cultural Elite Socially connected

Who they are

Political/government leaders/staff

Business leaders

Academics/scientistsIndustry analysts

NGO leadersConsumer activists

JournalistsCommentatorsTalk show hosts

CelebritiesDesigners

ArtistsMusicians

Neighborhood leadersMembers of community

groupsOnline networkers

Business networkers

Channels of influence

Business leaders

Academic journalsTraditional media

New mediaSocial media

Traditional mediaNew media

Social media

New styles/productsSocial media

Personal relationshipsEmail lists

Social gatheringsWebsites

Social media

What they are called (partial

Business leaders

ExpertsMavensAnalystsCritics

Talking headsColumnists

Politics

Trend settersFashionistasTaste makers

CreatorsStarters

MavensStarters

ConnectorsSpreaders

HubsAlphas

For a campaign you mightconsider using a combinationof all these...

+ Cultural elite = mass market appeal+ Media elite = credibility+ Socially connected = community

A new type of celebrity has emerged with a different value…

Introducing a new breed of influencer

CategoryFormal

position of authority

Institutional / recognised

subject matter experts & advocates

Media Elite Cultural Elite Online Elite Socially connected

Who they are

Business leaders

Academics/scientistsIndustry analysts

NGO leadersConsumer activists

JournalistsCommentatorsTalk show hosts

CelebritiesDesigners

ArtistsMusicians

Social native celebrity

Media appeal + their own highly engaged

audience

Neighborhood leaders

Members of community groupsOnline networkers

Business networkers

Channels of influence

Business leaders

Academic journalsTraditional media

New mediaSocial media

Social media

New styles/products

YouTubeFacebook

TwitterTwitch

SnapChat

Personal relationshipsEmail lists

Social gatheringsWebsites

Social media

What they are called (partial list)

Business leaders

ExpertsMavensAnalystsCritics

Talking headsColumnists

Politics

Trend settersFashionistasTaste makers

Starters

VloggersBloggers

InstagrammersVine Stars

MavensStarters

ConnectorsSpreaders

HubsAlphas

The lines of who does what have become blurred…

Over 10million views

Traditional celebrity strengths… @TheMarkCarroll

Any interviewer in the world… @TheMarkCarroll

The new Friday night chat show sofa @TheMarkCarroll

4M+ views

Get into Vlogs…

YouTube.com/CaseyNeistat

@TheMarkCarroll

They get the all important

WHY THEY’RE POPULAR

Short term: Superficial fame built on looks and finite trends?

Working with… @TheMarkCarroll

Long term:Truly talented and authoratitive.From 12th July 1962 through to March 2016 sell out performance to over 500,000 in Cuba

Or building… @TheMarkCarroll

A FOODTUBE RESTAURANT? THEIR OWN PLATFORM?

A YOGCAST GAME?

To do that, quality of the audience and who you pick to work with is key for true impact…

Topic of interest Credibility Audience Fit Brand Fit Multiplied by Reach

Launching a niche brand globally to Wanderlusters

GWI to inform that Instagram was where the audience is…

@TheMarkCarroll

Long list of potential Topic Credibility Brand fit Audience fit= WHO

Reach was the multiplier of the creative output = 2.3 MILLION

It’s not easyInfluencers Quantity ≠ Quality @TheMarkCarroll

Here are some tools

SherlockH+K Identification and measurement tool looking at topic based impact

GWIRight platform and place to talk to your audience

InstagramNumbers behind the pictures

Tubular LabsIn-depth multiplatform video analytics

Start with quality, not quantity:

Topic of interest Credibility Audience Fit Brand Fit Multiplied by Reach

H+K Strategies

Hill+Knowlton Strategies retains all intellectual property rights in, and asserts rights of confidentiality over, all parts of its response submitted within this presentation. By submitting this response we authorise you to make and distribute such copies of our proposal within your organisation and to any party contracted directly to solely assist in the evaluation process of our presentation on a confidential basis. Any further use will be strictly subject to agreeing appropriate terms.

THANK YOU! @TheMarkCarroll@HK_London

Not all reach was created equal

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