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State of Influencer Marketing

How New Advances Are Driving Significant Results

Lyle Stevens

CEO, MAVRCK

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@thelylestevens@MavrckCo

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Grew up in “corn country”of upstate New York

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Came to Boston for school atNortheastern University

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Built enterprise social networks, identity services with “big data.”

1. Influencer Marketing by the Numbers

2. Why Consider Influencer Marketing?

3. Tips for Creating an Influencer Marketing Strategy

Today’s Talk

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1 Influencer Marketing by the Numbers

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“Influencer Marketing” Search Trend

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60%of marketers plan to boost influence marketing budgets in the next 12 months.AdWeek, Social Times

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$6.50is made by businesses for every $1 spent on Influencer Marketing.AdWeek, Social Times

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2 Why Influencer Marketing?

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We spend more time on social networks than anywhere else online.

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3.2 hoursAverage time spent on social networks PER DAY by Americans 18 to 64.OTX

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We all know word-of-mouth is more effective than ads.

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More likely to climb Mount Everestthan click a specific ad.

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92%of consumers believe recommendations from friends and family over advertising.Nielsen

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50xtimes more likely to trigger a purchase with word-of-mouth than advertising.McKinsey&Company

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Word-of-mouth at scale is harder than buying news feed ads.

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Influencer Marketing has evolved to become word-of-mouth at scale.

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Rise of the Micro-influencersEveryday consumers who have 500-5k highly engaged friends around relevant topics.

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CrossFit vs. JordanMicro-influencers Celebrity influencers

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Proven Results at Scale

1Micro-influencer

Activated

3Friends

Converted

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(general blank slide)

1kMicro-influencers

activated

15kCoupons

Downloaded

6.4kIn-store

Purchases

12kEngagements on Branded posts

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(general blank slide)

1kMicro-influencers

activated

3.6kE-commercePurchases

208%Return on

Investment

15.7kEmails captured

from friends

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(general blank slide)

1kMicro-influencers

Activated

7.6kEmails captured

From friends

6.7kCoupons

Downloaded

17.9kEngagements onBranded posts

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3 Tips for Creating an Influencer Marketing Strategy

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10 Components to an Influencer Strategy

1. What is your brand type?

2. What is your goal?

3. Who are you trying to reach?

4. Which social networks?

5. What metrics are important?

6. What influencer type?

7. Leased or owned influencers?

8. What content type?

9. Incentive model?

10.What tool to use?

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10 Components to an Influencer Strategy

1. What is your brand type?

2. What is your goal?

3. Who are you trying to reach?

4. Which social networks?

5. What metrics are important?

6. What influencer type?

7. Leased or owned influencers?

8. What content type?

9. Incentive model?

10.What tool to use?

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Determining Your Goals

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6 Most Common Use Cases

22%

Content Generation 33%

Community Building

42%

Product Launches

38%

Customer Acquisition

27%

Drive Referral Traffic

14%

Research

*Campaigns often have multiple goals. Percentages don’t add to 100%

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Selecting YourSocial Networks

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4 Social Network Factors to Consider

Content Structure& Half-life

Social Relationship Strength

Feed Consumption& Filtering

Search Engine Signals

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Comparing the Social Networks

Content Structure& Half-life

Social Relationship Strength

Feed Consumption& Filtering

Search Engine Signals

3

3

2

2

10

2

2

1

3

8

1

2

2

3

8

2

2

1

1

6

2

1

1

1

5

1

2

1

1

5

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Referral Traffic Driven by Social Networks

24.6%

1.32 Billon MAU

5.06%

40 MillionMAU

0.01%

1 Billion MAU

0.82%

284 Million MAU

0.03%

284 Million MAU

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1. Create Instagram landing URL http://yoursite.com/instagram

2. Block search engines from that page with “no robots”

3. Create 301 Redirect that contains a UTM tag for “Instagram”

4. Add landing URL to Instagram Profile Bio

Tracking Instagram Referrals

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Choosing anInfluencer Type

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Spectrum of Influence

Micro-influencers

Bloggers

Executives & Journalists

Celebrities & SocialMediaStars

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Celebrities & SocialMedia Stars

• Largest Reach (1M+)• Drives Impressions• Easy to identify• Expensive to activate• Motivated by cash and

reputation• Best on YouTube, Twitter

and Instagram• Least amount of trust

from consumers

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Executives & Journalists

• Large Reach (500k+)• Great for Impressions,

Engagements • Easy to identify• Can be “FREE” to activate• Motivated reputation and

status• Best on Twitter and

LinkedIn• Moderate trust from

consumers

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Semi-ProfessionalBloggers

• Moderate Reach (10-500k)• Great for Engagements• Moderate difficulty to identify• Moderate expense to

activate• Motivated by cash and free

product• Best on YouTube, Twitter and

Instagram• Significant trust from

consumers

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Micro-influencers

• Small Reach (0.5 to 5k)• Great for Engagements and

Conversions• Hardest to identify & manage

(usually requires software)• Cheap to activate• Motivated branded rewards• Best on Facebook, Pinterest,

Instagram and Twitter• Highest trust from

consumers

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Branded Contentwith Influencers

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3 Influencer Content Approaches

BrandGenerated

Influencer GeneratedCo-developed

Content

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Brand GeneratedContent

• Brand provides the content “as-is” for micro-influencers to repost

• Lowest Risk• Lowest Impact• Moderate brand effort

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Co-Developed Content

• Brand provides guidelines or instructions for influencers to create unique content

• Moderate Risk• Moderate Impact• Low brand effort

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Influencer GeneratedContent

• Influencers create content as they please and submit for brand to review and publish

• Moderate Risk• Highest Impact• Highest brand effort

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Motivating InfluencersWith Incentives

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4 Types of Incentives

VIP Experiences

Cash Branded Rewards

Recognition by Brand

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10 Branded Incentives Ideas

E-Gift Cards

Exclusive Events

Celebrity Greeting

Product Sample

Discounts

Swag

Early Access Free Trial

Priority Service

Contest Entries

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InfluencerMarketingTips.com

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Thank You!@thelylestevens