Allyson GriffithsiCrossing

Whymicro-influencersaren’tthesolutiontoacaseofmarketingFOMO

About me

2010 2012 2014 2016 2018

MS Outlook

MS Excel

MS Powerpoint

When you pick the wrong influencer for your campaign

Q: How many USD were spend on influencer marketing on

Instagram in 2016?

Influencer marketing is a big deal

a) $47 million b) $570 million c) $821 million

b: approx. $570 million

Influencer marketing is a big deal

Captiv8 Study, cited in NYT, 2016

92% of consumers trust earned media above all forms of

advertising.

Nielsen, Global Trust in Advertising, 2012

75% of UK marketers will up their spend on influencer

marketing in 2018.

Rakuten & Morar Consulting, July 2017

The status quo

Consumers get it, now

And it’s very expensive

CelebInfluencer(+1mill following)

MicroInfluencer(<10k following)

Facebook £75k £1.5k

Youtube £67k £1.6k

Twitter £65k £1.3k

Instagram £60k £1.2k

Snapchat £53k £1k

57% of US brands say they did not have a way to calculate influencer marketing ROI.

GroupHigh Study, 2016

A sellers market

Media Challenges

Competitive Market

Poor Measurement

Marketing FOMO

So.. how can we do it better?

Mission Matching Measurement Maximise

Mission

Start with a single minded objective

Brand Consideration

Data capture

Direct revenue

Social follower acquisition

Define your strategy

Current Audience

Increase Consideration

New Audience Direct Sales

AW17 Fashion

Line

Mobile banking for

small biz

Match

85% of brands find & manage influencers in house.

Econsultancy & Fashion and Beauty Monitor, 2015

84% of them find their influencers manually through searching social networks.

Econsultancy & Fashion and Beauty Monitor, 2015

Know your target audience

• Female• 18-24• AB1• London & South East• Uses a mobile phone• Reads the internet• Interested in fashion & beauty• Follows Zoella

Match your target audience

Influencer Match Index

Algorithmically to your influencer’s

Influencer Match Index

Early Adopters

Engages with

competitor brands

Engages with complementary

brands Demographics match

High action

Branded content receptivity

Creative match

Match to current audience

Measure

78% of US marketers see determining the ROI of

influencer marketing as their biggest challenge in 2017

Linqia, ‘State of influencer marketing 2017’

The measurement status quo

0102030405060708090

Engagement Traffic Reach Product Sales Audience Sentiment

Other

Metrics US companies use to measure success of influencer marketing

Linqia, ‘State of Influencer marketing 2017’

But what about our objectives?!

Brand Consideration

Data capture

Direct revenue

Social follower acquisition

Engagement

Apply what we know from media

Brand sentiment

uplift

Brand awareness

upliftSales uplift

Tracking Links

Or, head towards the holy grail

Unique identifiers

Maximise

Drive your direct response channels

Backlinks User Signals Audience lists

Drive to your platforms

Better conversion rates

Bespoke content

Data Capture

Integrate via data

Email Paid Social Display

Because done a little bit better..

Mission Matching Measurement Maximise

Means all influencer marketing can drive ROI

Phew, we made it

1. Set a mission2. Match to your target audience3. Make use of tools4. Think beyond reach5. Ask for data6. Negotiate tracking

7. Move towards media measurement8. Push to your owned channels9. Incentivize interaction10. Think about discount codes

Key Takeaways

Thanks!

@allysongriffz