Under the influence: How to use Influencer Marketing and why it’s Effective
- 1. Under the Influence: How to use Influencer Marketing and why it’s Effective
- 2. Kelli Johnson Desmond LaVelle Elliott Clark Shanika Hillocks
- 3. …and because this is a panel discussing social media: Selena Donovan: @selenagrace Shanika Hillocks: @shanikahillocks Desmond LaVelle: @desmondlavelle Kelli Johnson: @kellirjohnson80 Elliott Clark: @apartmentbartender
- 4. What is Social Media Influence? Social media influence is a marketing term that describes an individual’s ability to affect other people's thinking in a social online community. The more influence a person has, the more appeal that individual has to companies or other individuals who want to promote an idea or sell a product.
- 5. So what is a Social Media Influencer? An influencer is an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience. This individual usually has a following in a particular niche, which they actively engage with. The size of the following depends on the size of the niche. It is important to note that these individuals are not simply marketing tools, but rather social relationship assets with which brands can collaborate to achieve their marketing objectives.
- 6. Micro vs. Macro Influencers Micro: • 1,000 – 100k followers • Average engagement for an influencer with 10k followers: 6% • Per-post price range: $75- $5000 • How far does $10k go? • 20 posts from 20 different micro-influencers Macro: • 100k and up followers • Average engagement for an influencer with 100k followers: 1% • Per-post price range: $1k- $1M • How far does $10k go? • 1 post from one macro-influencer
- 7. By the Numbers: *Based on a survey of 4,000 active social media consumers aged 16 to 61 across the U.S., U.K., France & Germany • 71% of consumers who have had a positive interaction with a brand on social have said they would recommend that company to friends. • 70% of business to consumer marketers have acquired new customers through utilization of a business Facebook page • 44% of consumers said they have considered purchasing a product or service based on a social influencer post • 31% said they have already purchased a product or service based on an influencer post • 24% said they have recommended a product or service based on an influencer post • 21% classified influencers as someone who is ‘famous’ • According to Neoreach, Restaurants can generate $17.50 for every $1 spent on micro-influencers
- 8. • How are people consuming in 2019? • What social media outlets are most effective? • What establishes ‘influencer credibility’? • How do you build lasting relationships with your follower-base? • How do compliance laws play into influencer posting? Influencer Marketing Today
- 9. • How would you define engagement? • How does engagement best work? • Why do you think it’s successful? • What methods of engagement are most effective? The Rules of Engagement
- 10. Personal Brand & Campaign Building • What is the benefit of a venue or brand partnering with an influencer? • How do you select the correct influencers for your campaign? • How do influencer campaigns drive consumer action? • What is the perceived benefit of celebrity influencers? • Connecting apps like Neoreach, Scrunch, Collabs.
- 11. Two Minute Influencer Campaign Pitches
- 17. Click Bait • Is social media ruining the internet: Yes or No? • What is your guilty pleasure Instagram account? • Kylie Jenner or the Egg? • Favorite emoji? • Favorite ‘instagramable’ place? • Preferred social media channel? • Posts or Stories? • Are influencers just club promoters 2.0: Yes or No? • One word (or phrase) to describe where you see Influencer Marketing going in 10 years?