no bs: how to measure real influencer roi

NO BS: 5 Real Ways to Measure Influencer

Marketing ROI RUSTIN BANKS, CPO TAPINFLUENCE

@Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to

automate everything around him, you can find him hiking in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Rustin has been working on scaling and measuring influencer marketing for over 7 years. He has a Masters Degree in Electrical Engineering and left his position in

Aerospace to start TapInfluence in 2009. Banks has been named by Forbes as one of the top Ten Leaders

Changing Content Marketing..

RUSTIN BANKS Cofounder, Chief Product Officer & Head of

Measurement, TapInfluence

@rustinb

@tapinfluence

#KissWebinar

@rustinb

1 Introduction to Modern Influencer Marketing

Loyalty Card Data

Credit Card Purchase

Pin to Purchase

Share of Voice

Ecommerce

Bonus tip: SMB & B2B

2 Five Definitive ROI Measurement Methods

3 Putting It Together

TABLE OF CONTENTS

WATCH WEBINAR RECORDING NOW

http://grow.kissmetrics.com/webinar-162?utm_medium=slideshare_deck&utm_source=slideshare

Introduction to Modern Influencer Marketing

NO MORE FLUFF AROUND INFLUENCER MARKETING ROI

Searches for Influencer Marketing = 5x growth in 20151

1. Google Trends January 2016

Adblock is 40% for Millennials and growing fast2

2. PageFair & Adobe 2014 Report

Content Marketing is #1 priority for CMOs in 20163

3. Fanatics Media and Marketo Study

“Last step for big dollars to flow into Influencer Marketing is Measurement…” – Disney4 4. Personal conversation with Rustin Banks

Five Ways to Measure ROI

Loyalty Card Data

Credit Card Data

Pin to Purchase

Credit Card Data

Ecommerce

1. Loyalty Card Data

1.  Data Partnerships

2.  Example Results

3.  Secret Performance Sauce

LOYALTY CARD DATA MEASUREMENT AND PROVIDERS

Image credit: NCS

Sales Effect Study Webinar | 14

TapInfluence partnered with a Fortune 500 Food Brand and Nielsen Catalina Solutions to complete the first ever Influencer Marketing Sales Effects Study.

Partnership with Nielsen

Who They Chose

258 Top Fitness & Food Influencers, chosen using the Tap data layer that optimizes for performance.

The Content Influencers created content for “Meatless Mondays”

All include references to Brand Products (and full FTC Disclosure)

The Content

¼ cup Silk Unsweetened Vanilla Almond milk


Influencer Distribution Content was also shared via influencers’ social networks, no additional paid distribution


All Automated by TapInfluence Platform Entire process automated, managed and tracked by the TapFusion platform, including payments & FTC disclosure insertion

Automated Pixel Insert Special NCS tracking pixel automatically inserted by software into blog content for every post

When someone clicks over to the post from social media, the NCS tracking pixel fires and that person is attempted to be matched to their loyalty card data


Methodology Measure purchases of exposed consumers vs. control group Campaign: Sep – Nov 2015

Incremental Sales Exposed household purchases during

the campaign in addition to their normal purchase behavior

Campaign Starts

Last Post Goes Live

Campaign Ends Month

$ S

ales

/ H

ouse

hold


What We Learned Exposed consumers purchased more.

Compared to the control group, exposed buyers purchased significantly more product on each purchase occasion


There was a competitive shift away from competitors products.

What We Learned

Brand Products

What about Sales Lift?

Normalized: Sales lift data is normalized to incremental sales (over the control group) PER 1000 Impressions


1000 people viewing influencer content generated $285 of incremental sales over the control group which… “Blows traditional digital advertising results out of the water.”

- Customer

Sales Lift Results


Incremental sales per 1000:

Are the results good?

Display Ads: Milk Category - $16 per 1000 impressions Influencer Marketing: Silk - $285 per 1000 views Influencer marketing cost per 1000 views is higher than Display Ads cost per 1000 impressions


1. True Engagement With influencer marketing, an impression means a truly engaged individual vs display advertising where an impression may or may not have even been seen

Why more sales / impression?


2. Halo Effect The Halo effect carries over to the brand the influencer creates content for. Not so with display ads. People know that ads on the side rail of an influencers site are not associated or endorsed by the influencer so there is no halo.

Why more sales / impression?


Limitless Potential Value from Reuse You can fuel your brand’s entire social media pipeline by re-using influencer content. Influencer content can be more cost effective than an internal design team, with the added value of distribution to the influencers audience.


Impressions After Study = More Sales An additional 2x Impressions generated post campaign. We can assume they resulted in additional sales not accounted for in sales study window

540k 1.3M+ Impressions

as of Nov 30th 2015 Impressions as of Feb 29th 2015 (without additional posts or paid

distribution) due to organic search, Pinterest, etc

… and counting


Study Program: Views / Month Views Per Month – Meatless Monday

Posts Going Live Post Program Impressions (very long tail)

Organic spike in February due to Super Bowl (Football based content)


The Gift That Keeps on Giving: More Views = Lower Cost

Effective CPM has a half life of 3 months (every 3 months, CPM is halved)

Optimized Effective CPM- Meatless Monday

So what’s the actual ROI?


ROI from Blog Posts Only ($ for $) Every 3 Months ROI Doubles

Return $/$ - Meatless Monday


Not Included: Shopable Views from Social An additional 4M Views (5x vs blog posts) on Pinterest which generate shopping without tracking

03. How did they get this performance?


Trifecta of Data


Performance Data Influencer Cost Per Engagement data from prior assignments used to select highest value influencers.

YES

NO


Audience Data Use new Audience Insights to optimize influencer selection even more to better reach WhiteWave consumers and further increase sales.

Target Influencers by audience age, location, etc

Select Influencers by audience

2. Credit Card Data

Retail Sales with Kohl’s •  Use credit card data to measure in store retail sales from

consumers exposed to content (retail stores only)

3. Pin to Purchase

Pin Model with Ragu

1 jar Ragu® Alfredo Sauce

Purchasers: 24,511

ROI (Short Term Sales): $4 / $

Kraft drives ROI

This Kraft program drove 710k pins and a measured $426k in short term sales for Kraft (using Pinterest survey method). Kraft spent $12k on Influencers.

4. Share of Voice

Share of Voice with Origins •  Share of voice vs competitors directly related to market share •  Moving share of voice 5% versus competitors results in 5% increase

in market share

5. Ecommerce

Credit:Harvesth.p://www.slideshare.net/asprilla/measure-fest-panos-tsimpos-a.ribu;on-modelling

1. Use Pixel Based Attribution Influencer marketing usually does not lead to impulse purchases


Exposure Exposure

First Exposure: 50%

Last Exposure: 30%


Instagram: Use Last Exposure Before Search

search


BONUS: Tip for SMB & B2B

Social Media – Friend Social Media – Someone I Follow

“How did you hear about us?”

“When I’m ready for an influencer marketing platform, I’m going to check out TapInfluence”

Look for Organic Search Spikes

Summary: Measure ROI

Loyalty Card Data

Credit Card Data

Pin to Purchase

Credit Card Data

Ecommerce

LEARN MORE NOW

Discover how Kissmetrics can help you optimize your marketing

https://www.kissmetrics.com/drive-more-growth/?kme=Clicked%20Slideshare%20CTA&km_CTA%20Location=Slideshare%20Deck

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

[email protected]

Questions?

RUSTIN BANKS CPO & Cofounder, TapInfluence

@rustinb

[email protected]