Influencer Marketing Benchmarks and Other Key Takeaways

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    28-Jul-2015

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1. Influencer Marketing Benchmarks Key Takeaways for Brands JUNE 16, 2015 2. Todays Presenters 2 Katie Paulsen Senior Director of Brand Sales, RhythmOne Caitlin Quaranto Senior Director of Influencer Marketing, RhythmOne 3. Agenda 3 Report Methodology Earned Media Value & Results What Drove Success for Brands 4. Influencer Content Program Overview 4 Content Creation Social Amplification Distribution 60k 27k 4k 57k 1k 1k 5. Report Methodology 5 6. Methodology: The Numbers 6 48 INFLUENCER MARKETING PROGRAMS IN 2014 7. Methodology: The Numbers 7 15 ADVERTISER VERTICALS 8. Methodology: Program Distribution 8 23% 19% 15% 13% 6% 4% 4% 16% Advertiser Vertical (% of Total 2014 Influencer Programs) Retailers & Apparel CPG Foods Grocers & Supermarkets Tourist Destinations & Travel Shoes Home & Garden Toys & Games Others 9. Methodology: The Numbers 9 662 INFLUENCERS 10. Earned Media Value & Results 11. Definition of Earned Media Value 11 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 its 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. 12 Results $6.85 RhythmOne Average Earned Media Value for Every Dollar of Paid Media [By Advertiser Category] 13. 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 14 Millennial Target Multiple posts per blogger Social Amplification Distribution Units Giveaways Brand use of content EMV of $10.48 for every dollar of paid media 15. Travel Success 15 Influencer selection (geos for travel) Social Amplification Distribution Units Experiential EMV of $7.04 for every dollar of paid media 16. What Drove Success for Brands 16 17. Best Practices 17 The Right Influencer Content Ideation Brand Ambassadors Giveaways Getting Creative Social Amplification Distribution Units Brand Enthusiasm 18. The Right Influencer 18 by PASSION Moms Millennial Nutrition Crafts Auto Dcor Music Food Green Tech Fashion Wellness Gaming Gadgets Travel Beauty DIY Fitness Sports Entertaining by PLATFORM 3. by VOICE QUALITY CREATORS Unique custom content creator FIRST-CLASS Premium high end spokesperson BUZZ BUILDERS Everyday influencers 19. 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 20 Utilize experts to create a strategy Authenticity through influencer creativity & voice 21. Brand Ambassador Programs 21 Building Influencer Relationships to consistently connect with their communities 22. Giveaways 22 Low barrier to entry Easy for influencer and consumer 23. Getting Creative 23 Influencer Content Contests Influencer Hosted Events 24. Social Amplification 24 25. Distribution Units 25 26. Brand Enthusiasm | Brand.com 26 Influencer Post Brand.com Influencer Integration 27. Brand Enthusiasm | Social 27 28. Summary 28 The Right Influencer Content Ideation Brand Ambassadors Giveaways Getting Creative Social Amplification Distribution Units Brand Enthusiasm 29. Thank you. Katie Paulsen kpaulsen@rhythmone.com Caitlin Quaranto cquaranto@rhythmone.com Q&A 29

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