Not all reach was created equal

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

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

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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

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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

list)


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

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H+K Strategies


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THANK YOU! @TheMarkCarroll@HK_London

Marketing

Not all reach was created equal