Not all reach was created equalH+K Strategies | @TheMarkCarroll | @HK_London
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Influencers Quantity ≠ Quality
© Hill+Knowlton Strategies 2016
Start with quality rather than quantity…
Influencers Quantity ≠ Quality @TheMarkCarroll
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There has been proven value of going where the eyeballs go…
Influencers Quantity ≠ Quality @TheMarkCarroll
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Traditional media mentality + Scale+ Impressions+ OTS+ Reach+ Visits
is shaping the influencer marketing decision making process…
Influencers Quantity ≠ Quality @TheMarkCarroll
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Number of eyeballs is important, but are they even eyeballs?
Influencers Quantity ≠ Quality @TheMarkCarroll
appzbizz.com digital-ad-fraud
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UK ad blocking grew by 82%
12 million active users in 12 months up to June 2015
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Influencers Quantity ≠ Quality
PageFair 2015 Ad Blocker Report
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Is a view still a view if there’s nothing to view?
Influencers Quantity ≠ Quality @TheMarkCarroll
https://www.youtube.com/channel/UCL3kYISlzwhosIQe27kJKNw
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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+%
Influencers Quantity ≠ Quality @TheMarkCarroll
Source: wolfgangdigital.com + BBDO Internal Study
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Influencer marketing campaigns drive 16x more engagement than paid or owned media
Influencers Quantity ≠ Quality
SocialChorus ‘Power Middle’
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92% of consumers trust word of mouth and recommendations from friends/family above all forms of ads
Influencers Quantity ≠ Quality
Nielsen’s Global Trust report
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Be seen to be popular through popular people
Influencers Quantity ≠ Quality
#AD #SPON
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Popularity has changed…
Influencers Quantity ≠ Quality @TheMarkCarroll
© Hill+Knowlton Strategies 201613
More creatorsMore fansMore platformsMore brandsMore global
Influencers Quantity ≠ Quality @TheMarkCarroll
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With all that choice how do you decide who is right to work with?
Influencers Quantity ≠ Quality @TheMarkCarroll
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Sadly it’s not a black and white answer.Influencer marketing is growing and flowing in Technicolor and surround-sound.
Influencers Quantity ≠ Quality @TheMarkCarroll
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BIGGEST NUMBER≠ BEST NUMBER
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Influencers Quantity ≠ Quality @TheMarkCarroll
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2013 WOMMA definition of influencers
@TheMarkCarrollInfluencers Quantity ≠ Quality
© Hill+Knowlton Strategies 2016
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
Political/government leaders/staff
Business leaders
Academic journalsTraditional media
New mediaSocial media
Traditional mediaNew media
Social media
Traditional mediaNew media
New styles/productsSocial media
Personal relationshipsEmail lists
Social gatheringsWebsites
Social media
What they are called (partial
list)
Political/government leaders/staff
Business leaders
ExpertsMavensAnalystsCritics
Talking headsColumnists
Politics
Trend settersFashionistasTaste makers
CreatorsStarters
MavensStarters
ConnectorsSpreaders
HubsAlphas
© Hill+Knowlton Strategies 201619
For a campaign you mightconsider using a combinationof all these...
+ Cultural elite = mass market appeal+ Media elite = credibility+ Socially connected = community
Influencers Quantity ≠ Quality @TheMarkCarroll
20 © Hill+Knowlton Strategies 2016
A new type of celebrity has emerged with a different value…
@TheMarkCarrollInfluencers Quantity ≠ Quality
© Hill+Knowlton Strategies 2016
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
Political/government leaders/staff
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
Political/government leaders/staff
Business leaders
Academic journalsTraditional media
New mediaSocial media
Traditional mediaNew media
Social media
Traditional mediaNew media
New styles/products
YouTubeFacebook
TwitterTwitch
SnapChat
Personal relationshipsEmail lists
Social gatheringsWebsites
Social media
What they are called (partial list)
Political/government leaders/staff
Business leaders
ExpertsMavensAnalystsCritics
Talking headsColumnists
Politics
Trend settersFashionistasTaste makers
Starters
VloggersBloggers
InstagrammersVine Stars
MavensStarters
ConnectorsSpreaders
HubsAlphas
22 © Hill+Knowlton Strategies 2016
The lines of who does what have become blurred…
@TheMarkCarrollInfluencers Quantity ≠ Quality
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Over 10million views
Traditional celebrity strengths… @TheMarkCarroll
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Any interviewer in the world… @TheMarkCarroll
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The new Friday night chat show sofa @TheMarkCarroll
4M+ views
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Get into Vlogs…
YouTube.com/CaseyNeistat
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They get the all important
WHY THEY’RE POPULAR
@TheMarkCarrollInfluencers Quantity ≠ Quality
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Short term: Superficial fame built on looks and finite trends?
Working with… @TheMarkCarroll
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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
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A FOODTUBE RESTAURANT? THEIR OWN PLATFORM?
A YOGCAST GAME?
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To do that, quality of the audience and who you pick to work with is key for true impact…
Influencers Quantity ≠ Quality @TheMarkCarroll
© Hill+Knowlton Strategies 201633
Influencers Quantity ≠ Quality @TheMarkCarroll
Topic of interest Credibility Audience Fit Brand Fit Multiplied by Reach
34 © Hill+Knowlton Strategies 2016
Launching a niche brand globally to Wanderlusters
Influencers Quantity ≠ Quality @TheMarkCarroll
© Hill+Knowlton Strategies 201635
GWI to inform that Instagram was where the audience is…
Influencers Quantity ≠ Quality @TheMarkCarroll
© Hill+Knowlton Strategies 201636
@TheMarkCarroll
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Long list of potential Topic Credibility Brand fit Audience fit= WHO
Influencers Quantity ≠ Quality @TheMarkCarroll
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Reach was the multiplier of the creative output = 2.3 MILLION
Influencers Quantity ≠ Quality @TheMarkCarroll
39 © Hill+Knowlton Strategies 2016
It’s not easyInfluencers Quantity ≠ Quality @TheMarkCarroll
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Here are some tools
Influencers Quantity ≠ Quality @TheMarkCarroll
© Hill+Knowlton Strategies 201641
SherlockH+K Identification and measurement tool looking at topic based impact
Influencers Quantity ≠ Quality @TheMarkCarroll
© Hill+Knowlton Strategies 201642
GWIRight platform and place to talk to your audience
Influencers Quantity ≠ Quality @TheMarkCarroll
© Hill+Knowlton Strategies 201643
InstagramNumbers behind the pictures
Influencers Quantity ≠ Quality @TheMarkCarroll
© Hill+Knowlton Strategies 201644
Tubular LabsIn-depth multiplatform video analytics
Influencers Quantity ≠ Quality @TheMarkCarroll
45 © Hill+Knowlton Strategies 2016
@TheMarkCarrollInfluencers Quantity ≠ Quality
© Hill+Knowlton Strategies 201646
Influencers Quantity ≠ Quality @TheMarkCarroll
Start with quality, not quantity:
Topic of interest Credibility Audience Fit Brand Fit Multiplied by Reach
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© Hill+Knowlton Strategies 2016
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