Influencer Marketing BenchmarksKey Takeaways for Brands
JUNE 16, 2015
2
Today’s Presenters
Katie PaulsenSenior Director of Brand Sales, RhythmOne
Caitlin QuarantoSenior Director of Influencer Marketing, RhythmOne
3
Agenda
• Report Methodology• Earned Media Value & Results• What Drove Success for Brands
4
Influencer Content Program Overview
Content Creation
Social Amplification Distribution
60k
27k
4k
57k
1k
1k
Report Methodology
5
6
Methodology: The Numbers
48INFLUENCERMARKETINGPROGRAMS
IN 2014
7
Methodology: The Numbers
15ADVERTISERVERTICALS
8
Methodology: Program Distribution
Advertiser Vertical (% of Total 2014 Influencer Programs)
23%
19%
15%13%
6%4% 4%
16%
Retailers & Apparel CPG Foods Grocers & Supermarkets Tourist Destinations & Travel Shoes Home & Garden
Toys & Games Others
9
Methodology: The Numbers
662INFLUENCERS
Earned Media Value & Results
11
Definition of Earned Media Value
Earned Media Value refers to the media value that can be attributed to publicity, social sharing and endorsement. It is an effective measure of an advertising campaigns success at reaching beyond the bounds of it’s paid placements and a good way to understand the “amplification-effect” of Influencer Marketing.
EARNED MEDIA COMPONENTS
Blog Comments/Replies
Contest Entries
Facebook Shares
Facebook Comments
Facebook Likes
Facebook Shares from Posts
Re-Tweets
Twitter Favorites
Twitter Shares from Posts
Pinterest Re-Pins
Pinterest Likes
Pinterest Shares from Posts
Instagram Comments
Instagram Likes
Google+ Comments
Google+ Likes
Google+ Shares from Post
15% of Facebook Reach
5% of Twitter Reach
20% of Pinterest Reach
25% of Instagram Reach
20% of Google+ Reach
Clicks to brand URLs & shares using campaign hashtag
12
Results
$6.85RhythmOne
Average
Earned Media Valuefor Every Dollar of Paid Media
[By Advertiser Category]
CPG Food Success
13
• Mom target• Multiple posts per blogger• Social Amplification• Distribution units
EMV of
$11.33 for every dollar of paid media
14
Retail/Apparel Success
• Millennial Target• Multiple posts per blogger• Social Amplification• Distribution Units• Giveaways • Brand use of content
EMV of
$10.48for every dollar of paid media
15
Travel Success
• Influencer selection (geos for travel)
• Social Amplification• Distribution Units• Experiential
EMV of
$7.04for every dollar of paid media
What Drove Success for Brands
16
17
Best Practices
• The Right Influencer• Content Ideation• Brand Ambassadors• Giveaways• Getting Creative• Social Amplification• Distribution Units• Brand Enthusiasm
18
The Right Influencer
by PASSIONMoms Millennial Nutrition Crafts
AutoDécor Music Food Green
TechFashion Wellness Gaming Gadgets
TravelBeauty DIY Fitness Sports
Entertaining
by PLATFORM
3. by VOICEQUALITY CREATORSUnique custom content creator
FIRST-CLASSPremium high end spokesperson
BUZZ BUILDERSEveryday influencers
EMERGE:
ACCELERATED GROWTH RATE
7 key ingredients in our search for emerging digital INFLUENCERS
SOCIAL POWER
VIRAL DISTRIBUTION
COMMUNITY LEADERSHIP
CONSUMER ENGAGEMENT
AESTHETICALLY APPEALING
EXPERTISE IN FOCUSED AREA
Key Influencer Traits
19
1
2
3
4
5
6
7
20
Content Ideation
• Utilize experts to create a strategy• Authenticity through influencer creativity & voice
21
Brand Ambassador Programs
Building Influencer Relationships to consistently connect with their communities
22
Giveaways
• Low barrier to entry• Easy for influencer and consumer
Getting Creative
23
Influencer Content Contests
Influencer Hosted Events
24
Social Amplification
25
Distribution Units
Brand Enthusiasm | Brand.com
26
Influencer PostBrand.com Influencer Integration
27
Brand Enthusiasm | Social
28
Summary
• The Right Influencer• Content Ideation• Brand Ambassadors• Giveaways• Getting Creative• Social Amplification• Distribution Units• Brand Enthusiasm
Recommended
