tapinfluence - the roi of influencer marketing
TRANSCRIPT
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The ROI ofInfluencer Marketing
Identify Activate Distribute Measure
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@chrispnixon@ravivturner #influencermarketing
HousekeepingLength60 Minutes w/ Q&A
Recording + SlidesWill Be Available After Presentation
Questions?Use chat feature
Tweet Much?Use #influencermarketing
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TapInfluence is a rapidly-growing software company full of talented people focused on one thing — making it easy for marketers to connect with their
consumers in a meaningful, authentic way.
@chrispnixon@ravivturner #influencermarketing
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@chrispnixon@ravivturner #influencermarketing
Helping Marketers:Identify
who are trusted by your target audience.
Activate
peer-trusted content that attracts and engages your target consumers.
Distribute Amplify social content at scale across the web on blogs, Facebook, Twitter, & Pinterest.
Measure Track the performance, engagement, and ROI of a program.
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Raviv Turner,VP of ProductRaviv is the unifying force behind Tap-Influence product strategy and execu-tion, combining feedback from influ-encers, brands, channel partners, de-velopers, and the market to set the strategic vision and lead the execution on new features and products.
@ravivturner #influencermarketing
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Chris Nixon VP of MarketingHaving ramped and ignited powerful marketing strategies for several successful tech and SaaS startups, Chris knows a thing or two about reaching and engaging with customers in the software world.
He now conducts the symphony of lead generation at TapInfluence as VP of Demand Marketing. To temporarily escape his own mindpowers, Chris loves being with his family and reading. He funnels his rapidfire thoughts into his blog (http://chrisnixon.me), and spends roughly 4 hours mowing the lawn every week. It's really quite large.
@chrispnixon #influencermarketing
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@chrispnixon@ravivturner #influencermarketing
WHYARE WEHERE?
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@chrispnixon@ravivturner #influencermarketing
TODAY’S AGENDA
Settingthe Table
TheMeat
Q&A
Influencer MarketingWhat about Content Marketing?How Influencers Fit into Content
The Buyer Funnel
The ROI ProblemThe Underlying Causes
The EffectA Solution
Real World ResultsWhat’s Next?
RecapQuestions
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Influencer Marketing
Content that reaches the eyes, minds, and hearts of a select audience by harnessing the creative talents of
content publishers who influence the decisions of your buyers.
@chrispnixon@ravivturner #influencermarketing
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Content Marketing is the marketing andbusiness process for creating and distributing
valuable and compelling content to attract, acquire, and engage a clearly defined and
understood target audience—with the objective of driving profitable customer action.
Joe Pulizzi -- Content Marketing Institute
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The State of Content Marketing
CONTENT PRODUCTION
12%
creating content
CONTENT DISTRIBUTION
30%
reaching people
12% 30% 12% 30%
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@chrispnixon@ravivturner #influencermarketing
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@chrispnixon@ravivturner #influencermarketing
Influencers& The BuyerJourney
Awareness
Consideration
Preference
Purchase
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@chrispnixon@ravivturner #influencermarketing
The Problem.
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@chrispnixon@ravivturner #influencermarketing
I can’t quantify myinfluencer marketing
results.
The Problem
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@chrispnixon@ravivturner #influencermarketing
Why?
(the underlying causes)
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@chrispnixon@ravivturner #influencermarketing
No clearbusiness goals.
#1
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@chrispnixon@ravivturner #influencermarketing
I don’t knowhow to measure.
#2
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@chrispnixon@ravivturner #influencermarketing
Managing influencersseems hard.
#3
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@chrispnixon@ravivturner #influencermarketing
The Effect.
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@chrispnixon@ravivturner #influencermarketing
#2 We’re not effectively reaching our audience.
#1 We’re not maximizing our marketing efforts in the right channels.
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@chrispnixon@ravivturner #influencermarketing
A Solution
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@chrispnixon@ravivturner #influencermarketing
What should we measure?
Reach
Views
Engagement
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@chrispnixon@ravivturner #influencermarketing
What to Measure#1 Reach
Unique Visitors + Twitter Followers + Page Likes+ YouTube Subscribers + Pinterest Followers
What is my potential total reach?
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@chrispnixon@ravivturner #influencermarketing
What to Measure#2 Views
How many people are viewing my content?
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@chrispnixon@ravivturner #influencermarketing
What to Measure#3 Engagement
How many actions were taken by our audience?
Clicks to Brand URLs, Clicks to Posts, Comments,Tweets, Facebook Shares, Facebook Likes, Pins
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@chrispnixon@ravivturner #influencermarketing
TotalMediaValue
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@chrispnixon@ravivturner #influencermarketing
Return On Influence (ROI)
Total Media Value - Investment
Investment= %
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@chrispnixon@ravivturner #influencermarketing
What We’re Seeing
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@chrispnixon@ravivturner #influencermarketing
Content Pieces Unique Visitors Total Reach
Total Views Total Media Value ROI
133 2.8M 3.3M
77K $103k 306%
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@chrispnixon@ravivturner #influencermarketing
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@chrispnixon@ravivturner #influencermarketing
50 Bloggers60 Days
Blogs, Facebook,Twitter, Instagram,Pinterest
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@chrispnixon@ravivturner #influencermarketing
Results.
Reach
2.3M
$246,361
TMV
Views
73KEngagement
5K+
ROI348%
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@chrispnixon@ravivturner #influencermarketing
Results. Part Two.
56%Overall time on site increased by 56%over the same period one year before.
31%Overall pages viewed per visit increased31% over the same period last year.
44%Increase in "share of voice" in June (thisis due to the number of entions of BBXin blog posts, etc)
223%Increase in positive mentions of BlackBox Wines.
(Google Analytics) (Radian 6)
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@chrispnixon@ravivturner #influencermarketing
We have executed word of mouth programs in the past, butwhat stood out for me was the quality of content createdthat could be re-purposed in so many ways. The blogger-generated posts and photography were of superior qualityand also very fun and entertaining. Their topics rangedfrom food pairing, to wine cocktail recipes, to entertainingtips and blind wine taste tests. All were well received fromour consumers.
Jane LeeBlack Box Marketing Manager
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@chrispnixon@ravivturner #influencermarketing
Total MediaValue:
An InteractiveCalculator
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@chrispnixon@ravivturner #influencermarketing
QUESTIONS?