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Creating Long-Term Value via Influencer Marketing

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Tinuiti
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Influencer marketing is quickly becoming a channel that’s part of all comprehensive marketing strategies. So, what’s missing from this relatively, but incredibly exciting new channel? How to track and manage influencer campaigns, and scale!

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Building Long Term Value through Influencer Marketing Mae Karwowski, CEO
● Session Recording + Slides will be sent out ● Handouts can be found on the right ● Submit questions to our panelist Today’s Logistics
Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
O B V I O U S L Y A Platform + Team That Scales Influencer Marketing and Relationship Building For The World’s Iconic Brands
Creating Long-Term Value via Influencer Marketing
Today’s Agenda ● Why Influencer Marketing? ● How To Build An Influencer Network? ● Case Studies & Best Practices ● Different Approaches To Influencer Marketing
Why Influencer Marketing?
On Average, Americans spend 5 Hours a Day On Their Phone Techcrunch 3/3/2017
51% of Time Spent Is on Social Apps Techcrunch 3/3/2017
92% of Consumers Trust Peers Over Ads and Celebrities Entrepreneur 1/16/2017
Over 70% of Millennials Ad Block Entrepreneur 1/16/2017
HOW TO BUILD AN INFLUENCER NETWORK What Works: ● Form authentic long term relationships with influencers ● Work at SCALE (100s - 10,000s of influencers) ● Prioritize product/experiences over payment ● Test, learn, optimize
HOW TO DRIVE REVENUE What Works: ● Drive traffic ● Email sign ups ● Promo code redemption ● Create ads from influencer content ● Drive in store traffic ● Brand Awareness
Which Influencers to Work With? Pyramid of Influence
Find the influencers who reach your desired audience IDENTIFICATION
Demographic, engagement, and impression numbers AUDIENCE DATA
Product/Experiences > PaymentINCENTIVE
Photo Rights, Contracts Up FrontNEGOTIATIONS
Content Creation InstructionCREATIVE BRIEF
Emails for days.MANAGE COMMUNICATION
Shipping and Packaging is ImportantLOGISTICS
Which Influencers’ Audiences Respond? CONTENT PERFORMANCE
Organize Your Influencers, Focus on the Best MANAGE YOUR NETWORK
Keep communicating and engagingUTILIZE YOUR NETWORK
CASE STUDY 1: Growing a Large Beauty Brand’s Online Community 25
C A M P A I G N O V E R V I E W 26
Campaign Overview ASK: A large beauty brand reached out to Obviously to launch their online community of makeup enthusiasts. RESULT: Over 150 influencers joined the brand’s online beauty community, sparking discussions, posting videos and reviews, and encouraging their followers to join as well. 27
Gamification Influencers were offered incentives for going above and beyond the minimum brief ● We sent influencers gift cards to the site. When the Network officially launched, influencers posted on Instagram featuring their favorite beauty products and put out a targeted call to action for their audiences to follow them on the Network. ● Influencers earned additional products for remaining active on the Network. This generated a massive variety of content for the brand from Instagram Stories, how-to videos, positive reviews, and discussions. On average, influencers made 6x more posts on the community board than required and created 1.75x more permanent posts on Instagram. 28
Located in Major Cities, Audiences: 20-35 yr old Sweet, Feminine Aesthetic, Makeup Enthusiasts, Reached Local Audiences, Engagement over 2%, Less than 10% Fake Followers, Willing to Collaborate Long-Term With the Brand IDENTIFICATION
Post Minimum: 2 Instagram Posts, 3 Community Network Posts Incentives offered for additional content Most Active Influencers Represented the Brand at Beautycon Future Opportunities CAMPAIGN STRUCTURE
Total Per Post Average Full explanation of KPIs available in Appendix Engagement Stats 4,516 Likes 96 Comments 4,612 Engagements 10,016,470 Impressions 1,266 Reviews on Website 2,644 Engagements on Beauty Network 368 Instagram Posts Campaign Engagement Rate 3.6% 31
$1,020 EMV / IG Post $342,076 Accrued EMV EMV: Our EMV calculation is based on our proprietary formula. We use Instagram’s ad manager to estimate a value for a every like, comment and impression (per industry) and apply that value to the engagement garnered by influencers. The EMV represents what a brand would have to spend in traditional social ads to have the same impact as the influencer content. Full explanation of KPIs available in Appendix Instagram EMV Stats Additional Collaborations 32 Over 20 total collaborations with this brand, Obviously has worked with 383 Influencers and generated a total EMV of $511,204
C A M P A I G N C O N T E N T 33
43K Followers $1,593 EMV 167K Followers $2,809 EMV Instagram Content 34 128,007 followers $4,371 emv // 5,851 likes
13K Followers $440 EMV 24K Followers 3.4% Eng. Rate Instagram Content 35 41,860 followers $1,199 emv // 1,303 likes
Instagram Content 36 62,994 followers $1,644 emv // 2,143 likes 146,679 followers $2,714 emv // 2,662 likes 33,464 followers $1,404 emv // 1,735 likes
Instagram Content 37 174,699 followers $1,864 emv // 1,276 likes 20,969 followers $908 emv // 903 likes 27,944 followers $658 emv // 643 likes
CASE STUDY 2: How Long-Term Collaborations Outperform One-Off Campaigns 38
C A M P A I G N O V E R V I E W 39
H Y P O T H E S I S Long term collaborations outperform one off campaigns
Test Campaign Overview ASK: Develop a wide network of influencers and grow the brand’s overall social presence and increase their online following. RESULT: Over several campaigns, the brand has worked with hundreds of influencers. It’s social following has grown by 25%, generating an EMV of over $680K. 41
First Campaign 42 ● Obviously reached out to a group of 25 influencers and offered them gift cards for their choice of clothing from the brand’s website. ● Influencers posted once on Instagram mentioning the brand. ● By the end of the campaign, influencers had amassed 30,753 likes and 2,101 comments. The campaign generated the equivalent of $26,159 in marketing value.
Raising the Bar After the success of the first campaign, we decided to take the relationship a step further with ongoing projects. ● The brand selected their absolute favorite influencers to re-engage for another collaboration, and Obviously reached out to more high-quality fashion influencers to connect with the brand. ● To date, Obviously has run a total of 19 influencer campaigns for the brand, developing an ever-expanding network of influencers with relationships to the brand. ● By constantly re-engaging their favorite influencers, the brand continues to raise the quality of the content and their engagement. 43
Located across the United States Audiences: 20-50yr old Trendy and Sophisticated Aesthetic, Interest in Fashion, Travel, and Lifestyle Reached Local Audiences, Engagement over 2%, Less than 10% Fake Followers, Willing to Collaborate Long-Term With the Brand IDENTIFICATION
Post Minimum: 1 Instagram Post per project Also incorporate blog posts, videos, and Instagram Stories Offered gift card to purchase their choice of product from brand website Future Opportunities CAMPAIGN STRUCTURE
W H A T W E F O U N D It really works!
W H E N A S K E D T O P A R T I C I P A T E 4x increase in influencer activation compared to the one off campaign
These influencers produced 3.75x more content than the one off campaign W H E N A S K E D T O C R E A T E C O N T E N T
Total Full explanation of KPIs available in Appendix Campaign Results 20,867,821 Reach 25% Increase in Brand’s Social Media Followers 750,760 Likes 33,485 Comments 49 Overall, the brand’s cumulative campaigns have resulted in: 2.7% Ave. Eng. Rate / IG Post $687,910 Accrued EMV EMV: Our EMV calculation is based on our proprietary formula. We use Instagram’s ad manager to estimate a value for a every like, comment and impression (per industry) and apply that value to the engagement garnered by influencers. The EMV represents what a brand would have to spend in traditional social ads to have the same impact as the influencer content.
January 2017 March/ April 2017 May 2017 June 2017 July 2017 August 2017 EMV/photo $443 $746 $678 $1,109 $1,292 $1,227 Avg. Followers 26,468 35,485 37,017 74,767 47,737 45,372 Avg. Likes/post 812 1,138 948 1,688 1,315 1,244 Ave. Eng. Rate 2.1% 2.4% 2.6% 2.4% 3.8% 3.3% Project Improvement Over Time
Brand Follower Growth Over Time The brand’s Instagram following has been steadily rising over the course of their collaboration with Obviously. We have also observed a strong correlation between influencer impressions and the brand’s followers.
Influencers are people, not ad units 2. Stop the Hustle Influencers get to work with one brand they love, rather than a bunch of one-off campaigns for several brands. 1. A Relationship Forms If they’re authentically excited about the opportunity, this makes for more and better content. 3. The Enthusiasm Shows In the Content The audience responds to this excitement.
C A M P A I G N C O N T E N T 53
13,768 followers $802 emv // 1,390 likes 22,563 followers $1,091 emv // 2,507 likes Instagram Content 54 20,931 Followers $1154 emv // 1314
22,532 followers $736 emv // 760 Instagram Content 55 35,175 followers $832 emv // 1,551 likes 24,227 followers $1,569 emv // 3,716 likes
Instagram Content 56 25,949 followers $1,957 emv // 2,433 likes 73,372 followers $2,960 emv // 2,043 likes 21,181 followers $1,498 emv // 1,752 likes
Instagram Content 57 70,768 followers $2,028 emv // 2,317 likes 103,109 followers $2,290 emv // 2,586 likes 108,927 followers $2,365 emv // 2,264 likes
Influencer Content for Ad Creative 58 Outperforms brand created assets by 35%
Email Acquisition Influencer Campaign OBJECTIVE 25 influencers on Instagram to promote Sekkisei’s Free Samples Distribution CONTENT In order to raise engagement, influencers were sent 3 Sekkisei products that they promoted on their accounts, driving their audiences to a landing page. RESULTS 27 Posts 19,000 Likes 866 Comments 15,000 Emails Captured
1. INFLUENCER POST Create a post on Instagram that sends audience to quiz landing page, and share the landing page on Blogs 1-3% click rate 2. SAMPLING Users on landing page discover the benefits of the product and enter their information to receive the samples 40% - 50% sign-up rate 3. EMAIL CAPTURE To receive quiz results or sample, users will enter their mail and email addresses END
TO DOWNLOAD OUR LATEST WHITEPAPER VISIT : https://www.obvious.ly/resources/1 Or Contact Us at: https://www.obvious.ly/get-in-touch 61
Questions for Today’s Speaker? Mae Karwowski CEO & Founder
contact mae karwowski mae@obvious.ly NY - SF - LA - PARIS

More Related Content

Creating Long-Term Value via Influencer Marketing

  • 1. Building Long Term Value through Influencer Marketing Mae Karwowski, CEO
  • 2. ● Session Recording + Slides will be sent out ● Handouts can be found on the right ● Submit questions to our panelist Today’s Logistics
  • 3. Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
  • 4. O B V I O U S L Y A Platform + Team That Scales Influencer Marketing and Relationship Building For The World’s Iconic Brands
  • 6. Today’s Agenda ● Why Influencer Marketing? ● How To Build An Influencer Network? ● Case Studies & Best Practices ● Different Approaches To Influencer Marketing
  • 8. On Average, Americans spend 5 Hours a Day On Their Phone Techcrunch 3/3/2017
  • 9. 51% of Time Spent Is on Social Apps Techcrunch 3/3/2017
  • 10. 92% of Consumers Trust Peers Over Ads and Celebrities Entrepreneur 1/16/2017
  • 11. Over 70% of Millennials Ad Block Entrepreneur 1/16/2017
  • 12. HOW TO BUILD AN INFLUENCER NETWORK What Works: ● Form authentic long term relationships with influencers ● Work at SCALE (100s - 10,000s of influencers) ● Prioritize product/experiences over payment ● Test, learn, optimize
  • 13. HOW TO DRIVE REVENUE What Works: ● Drive traffic ● Email sign ups ● Promo code redemption ● Create ads from influencer content ● Drive in store traffic ● Brand Awareness
  • 14. Which Influencers to Work With? Pyramid of Influence
  • 15. Find the influencers who reach your desired audience IDENTIFICATION
  • 18. Photo Rights, Contracts Up FrontNEGOTIATIONS
  • 21. Shipping and Packaging is ImportantLOGISTICS
  • 23. Organize Your Influencers, Focus on the Best MANAGE YOUR NETWORK
  • 24. Keep communicating and engagingUTILIZE YOUR NETWORK
  • 25. CASE STUDY 1: Growing a Large Beauty Brand’s Online Community 25
  • 26. C A M P A I G N O V E R V I E W 26
  • 27. Campaign Overview ASK: A large beauty brand reached out to Obviously to launch their online community of makeup enthusiasts. RESULT: Over 150 influencers joined the brand’s online beauty community, sparking discussions, posting videos and reviews, and encouraging their followers to join as well. 27
  • 28. Gamification Influencers were offered incentives for going above and beyond the minimum brief ● We sent influencers gift cards to the site. When the Network officially launched, influencers posted on Instagram featuring their favorite beauty products and put out a targeted call to action for their audiences to follow them on the Network. ● Influencers earned additional products for remaining active on the Network. This generated a massive variety of content for the brand from Instagram Stories, how-to videos, positive reviews, and discussions. On average, influencers made 6x more posts on the community board than required and created 1.75x more permanent posts on Instagram. 28
  • 29. Located in Major Cities, Audiences: 20-35 yr old Sweet, Feminine Aesthetic, Makeup Enthusiasts, Reached Local Audiences, Engagement over 2%, Less than 10% Fake Followers, Willing to Collaborate Long-Term With the Brand IDENTIFICATION
  • 30. Post Minimum: 2 Instagram Posts, 3 Community Network Posts Incentives offered for additional content Most Active Influencers Represented the Brand at Beautycon Future Opportunities CAMPAIGN STRUCTURE
  • 31. Total Per Post Average Full explanation of KPIs available in Appendix Engagement Stats 4,516 Likes 96 Comments 4,612 Engagements 10,016,470 Impressions 1,266 Reviews on Website 2,644 Engagements on Beauty Network 368 Instagram Posts Campaign Engagement Rate 3.6% 31
  • 32. $1,020 EMV / IG Post $342,076 Accrued EMV EMV: Our EMV calculation is based on our proprietary formula. We use Instagram’s ad manager to estimate a value for a every like, comment and impression (per industry) and apply that value to the engagement garnered by influencers. The EMV represents what a brand would have to spend in traditional social ads to have the same impact as the influencer content. Full explanation of KPIs available in Appendix Instagram EMV Stats Additional Collaborations 32 Over 20 total collaborations with this brand, Obviously has worked with 383 Influencers and generated a total EMV of $511,204
  • 33. C A M P A I G N C O N T E N T 33
  • 34. 43K Followers $1,593 EMV 167K Followers $2,809 EMV Instagram Content 34 128,007 followers $4,371 emv // 5,851 likes
  • 35. 13K Followers $440 EMV 24K Followers 3.4% Eng. Rate Instagram Content 35 41,860 followers $1,199 emv // 1,303 likes
  • 36. Instagram Content 36 62,994 followers $1,644 emv // 2,143 likes 146,679 followers $2,714 emv // 2,662 likes 33,464 followers $1,404 emv // 1,735 likes
  • 37. Instagram Content 37 174,699 followers $1,864 emv // 1,276 likes 20,969 followers $908 emv // 903 likes 27,944 followers $658 emv // 643 likes
  • 38. CASE STUDY 2: How Long-Term Collaborations Outperform One-Off Campaigns 38
  • 39. C A M P A I G N O V E R V I E W 39
  • 40. H Y P O T H E S I S Long term collaborations outperform one off campaigns
  • 41. Test Campaign Overview ASK: Develop a wide network of influencers and grow the brand’s overall social presence and increase their online following. RESULT: Over several campaigns, the brand has worked with hundreds of influencers. It’s social following has grown by 25%, generating an EMV of over $680K. 41
  • 42. First Campaign 42 ● Obviously reached out to a group of 25 influencers and offered them gift cards for their choice of clothing from the brand’s website. ● Influencers posted once on Instagram mentioning the brand. ● By the end of the campaign, influencers had amassed 30,753 likes and 2,101 comments. The campaign generated the equivalent of $26,159 in marketing value.
  • 43. Raising the Bar After the success of the first campaign, we decided to take the relationship a step further with ongoing projects. ● The brand selected their absolute favorite influencers to re-engage for another collaboration, and Obviously reached out to more high-quality fashion influencers to connect with the brand. ● To date, Obviously has run a total of 19 influencer campaigns for the brand, developing an ever-expanding network of influencers with relationships to the brand. ● By constantly re-engaging their favorite influencers, the brand continues to raise the quality of the content and their engagement. 43
  • 44. Located across the United States Audiences: 20-50yr old Trendy and Sophisticated Aesthetic, Interest in Fashion, Travel, and Lifestyle Reached Local Audiences, Engagement over 2%, Less than 10% Fake Followers, Willing to Collaborate Long-Term With the Brand IDENTIFICATION
  • 45. Post Minimum: 1 Instagram Post per project Also incorporate blog posts, videos, and Instagram Stories Offered gift card to purchase their choice of product from brand website Future Opportunities CAMPAIGN STRUCTURE
  • 46. W H A T W E F O U N D It really works!
  • 47. W H E N A S K E D T O P A R T I C I P A T E 4x increase in influencer activation compared to the one off campaign
  • 48. These influencers produced 3.75x more content than the one off campaign W H E N A S K E D T O C R E A T E C O N T E N T
  • 49. Total Full explanation of KPIs available in Appendix Campaign Results 20,867,821 Reach 25% Increase in Brand’s Social Media Followers 750,760 Likes 33,485 Comments 49 Overall, the brand’s cumulative campaigns have resulted in: 2.7% Ave. Eng. Rate / IG Post $687,910 Accrued EMV EMV: Our EMV calculation is based on our proprietary formula. We use Instagram’s ad manager to estimate a value for a every like, comment and impression (per industry) and apply that value to the engagement garnered by influencers. The EMV represents what a brand would have to spend in traditional social ads to have the same impact as the influencer content.
  • 50. January 2017 March/ April 2017 May 2017 June 2017 July 2017 August 2017 EMV/photo $443 $746 $678 $1,109 $1,292 $1,227 Avg. Followers 26,468 35,485 37,017 74,767 47,737 45,372 Avg. Likes/post 812 1,138 948 1,688 1,315 1,244 Ave. Eng. Rate 2.1% 2.4% 2.6% 2.4% 3.8% 3.3% Project Improvement Over Time
  • 51. Brand Follower Growth Over Time The brand’s Instagram following has been steadily rising over the course of their collaboration with Obviously. We have also observed a strong correlation between influencer impressions and the brand’s followers.
  • 52. Influencers are people, not ad units 2. Stop the Hustle Influencers get to work with one brand they love, rather than a bunch of one-off campaigns for several brands. 1. A Relationship Forms If they’re authentically excited about the opportunity, this makes for more and better content. 3. The Enthusiasm Shows In the Content The audience responds to this excitement.
  • 53. C A M P A I G N C O N T E N T 53
  • 54. 13,768 followers $802 emv // 1,390 likes 22,563 followers $1,091 emv // 2,507 likes Instagram Content 54 20,931 Followers $1154 emv // 1314
  • 55. 22,532 followers $736 emv // 760 Instagram Content 55 35,175 followers $832 emv // 1,551 likes 24,227 followers $1,569 emv // 3,716 likes
  • 56. Instagram Content 56 25,949 followers $1,957 emv // 2,433 likes 73,372 followers $2,960 emv // 2,043 likes 21,181 followers $1,498 emv // 1,752 likes
  • 57. Instagram Content 57 70,768 followers $2,028 emv // 2,317 likes 103,109 followers $2,290 emv // 2,586 likes 108,927 followers $2,365 emv // 2,264 likes
  • 58. Influencer Content for Ad Creative 58 Outperforms brand created assets by 35%
  • 59. Email Acquisition Influencer Campaign OBJECTIVE 25 influencers on Instagram to promote Sekkisei’s Free Samples Distribution CONTENT In order to raise engagement, influencers were sent 3 Sekkisei products that they promoted on their accounts, driving their audiences to a landing page. RESULTS 27 Posts 19,000 Likes 866 Comments 15,000 Emails Captured
  • 60. 1. INFLUENCER POST Create a post on Instagram that sends audience to quiz landing page, and share the landing page on Blogs 1-3% click rate 2. SAMPLING Users on landing page discover the benefits of the product and enter their information to receive the samples 40% - 50% sign-up rate 3. EMAIL CAPTURE To receive quiz results or sample, users will enter their mail and email addresses END
  • 61. TO DOWNLOAD OUR LATEST WHITEPAPER VISIT : https://www.obvious.ly/resources/1 Or Contact Us at: https://www.obvious.ly/get-in-touch 61
  • 62. Questions for Today’s Speaker? Mae Karwowski CEO & Founder