Automating Buzz Through the Power of Social Influence
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The document discusses influencer marketing as a vital strategy for brands to connect authentically with consumers, highlighting its effectiveness through statistics about consumer purchasing behavior. It emphasizes the importance of micro-influencers over celebrities, noting the challenges brands face in engaging and measuring influencer campaigns. Finally, it introduces automation in influencer marketing to streamline the process of connecting brands with suitable influencers through data-driven platforms.
Automating Buzz Through the Power of Social Influence
- 1. AUTOMATING BUZZ THROUGH THE POWER OF SOCIAL INFLUENCE Victoria Luck Managing Director UK
- 2. The importance of creating buzz through influencers isn’t new- how we can manage the process is…
- 3. What is Infuencer Marketing? Infuencer Marketing allows brands to authentically connect with consumers outside of traditional digital advertising channels. Influencer marketing does so by leveraging the infuence of a blogger and/or a social user This could be to drive sales, create brand awareness, or develop social proof
- 4. Why IM? IT WORKS. 92% of consumers have made a purchase after reading about a product on their favourite blog. 65% more likely to make a purchase if someone they follow on social media recommends a product. 81% of marketers who have executed Infuencer Marketing campaigns agree that influencer engagement is effective. 65% of brands have plans to spend more on IM this year vs. last. Sources: “The Consumer Revolution Has Happened and the Infuencers Are Now in Charge.” Entrepreneur. Oct 2014 eMarketer – May 2015 “Brands Want to Spend More on Infuencer Marketing” Tech.Co. May 2016
- 5. Global Ad Blocking Growth Source: Ad Blocking Report 2015/2016 As of June 2015, 198M monthly active desktop users In March 2016, 408M people used an adblocking technology on their smartphones. The global cost of ad blocking is expected to be $41.4B by 2016. JAN ‘15 APR ‘15 JUL ‘15 OCT ‘15 JAN ‘16
- 6. The proliferation of ad blockers is consumer payback because brands have "insulted the audience's attention" for too long. Mondelez - Head of Content
- 7. CONTENT ON SOCIAL MEDIA IS UNIQUELY INFLUENTIAL AND TRUSTED – TAPPING INTO THIS GIVES BRANDS A CLEAR WAY TO REACH THEIR AUDIENCE
- 8. Influencer Marketing - Breakout 2005 2007 2009 2011 2013 2015 classifies “Breakout” a keyword is experiencing growth greater than 5000%. Source: Google Trends 2016
- 10. The Old Fashioned Approach
- 11. Everybody knows: celebrities bring exposure, influencers carry weight in specific subjects, they give brands a deeper relationship than celebrities do.
- 12. Beyond the Celebrities "No cr7 no like" 840 "No Like, Irina" 1.240 "No Cr7 no like" 858 "No Blatter no like!" 980 “Where is Ronaldo???” 1.750 "No Ronaldo, No like" 3.775
- 13. <1K FOLLOWERS 1K-10K FOLLOWERS 10K-100K FOLLOWERS 100K-1 M FOLLOWERS 1M- 10M FOLLOWERS 10+ M FOLLOWERS 0,56% 0,27% 4,04% 8,03% 2,37% 0,17% 1,78% 0,09% 1,66% 0,06% 1,66% 0,05% LIKES COMMENTS More Followers does not mean More Likes
- 15. According to the study, 82% of consumers surveyed were far more likely to take a recommendation from a micro-influencer than from those with larger, less personal followings. Source: Experticity 2016
- 16. Main Challenges of IM IDENTIFYING THE RIGHT INFLUENCERS ENGAGING WITH AND BRIEFING THEM TRACKING MEASUREMENT OPTIMISING COSTS
- 17. 37% 27% 23% 22% Finding and identifying the right influencers Measuring the performance of your programme Finding the right engagement approach with influencers Monitoring your influencer activity Main Challenges When Delivering Influencer Programme Qube Media
- 18. INFLUENCER RECRUITMENT NEGOTIATION DISTRIBUTION MANAGEMENT MEASUREMENT WHAT IS INFLUENCER MARKETING AUTOMATION?
- 19. Influencers within the platform The Influencers
- 20. “There are exceptional people out there who are capable of starting epidemics. All you have to do is find them.” Malcolm Gladwell
- 21. SEMANTIC ANALYSIS OPEN DATA IMAGE RECOGNITION OPEN GRAPH Data Driven Automated Platforms
- 22. Based on brand’s objective and budget we deliver the best proposal with estimated campaign performance 1 10 BLOGGERS + 20 SOCIAL INFLUENCERS 10 100 558,000 £ 5,000 Brands Receive the Proposal
- 23. Identify best influencers. 2 • INFLUENCER REVIEW • BIG DATA • BRAND AFFINITY • 1000+ TOPIC CATEGORIES • 20+ CUSTOM FILTERS The Platform Identifies the Right Influencers
- 24. Brands can pre approve the content 3 APPROVE By clicking the button you will approve and confirm the post Content Under Control
- 25. Brands can monitor and track posted content streaming in real-time. 4 Real-Time Monitoring
- 26. • REACH • POST TREND • PAID/VIRAL PERFORMANCE • PAID POSTS RESULTS • VIRAL POSTS RESULTS • ENGAGEMENTS • SENTIMENT • USER DATA • TOP INFLUENCERS KPI & METRICS 5 Tracking And Performance Analysis
- 27. SELF SERVICE MEDIA MIX AGENCIES WL COMMUNITY Tech Oriented MediaOriented MICRO INFLUENCERS PLATFORM S PERFORMANCE CELEBRITIES TRADING DESK CHANNEL SPECIFIC Current Landscape
- 28. MEDIA AGENCIES EXCLUSIVE ATD PARTNERSHIP Join The Influencer Marketing Revolution!
- 29. BRANDS AUDIENCE IM PLATFORMS- A BOON FOR THE INFLUENCER ECONOMY Automating the process of connecting brands with their ideal audiences via a data driven and automated platform is changing the face of influencer buzz marketing INFLUENCERS
- 30. THANKS victoria.luck@buzzoole.com Victoria Luck - Managing Director UK