understanding influencers to scale your publishing business | michael albertshauser
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UNDERSTANDING INFLUENCERS TO SCALE YOUR PUBLISHING BUSINESS
WE LIVE IN A RELATIONSHIP ECONOMY
WE NEED TO TRUST THE COMPANY / PERSON WE BUY FROM
INFLUENCERS COMMAND THAT TRUST.WHILE MOST COMPANIES STRUGGLE
ITS A GLOBAL PHENOMENON
92%47%$255 millionis spent on influencer marketing every month.
- Bloomberg 2016
of customers use Adblock technology, traditional digital advertising channels often have limited effectiveness.
- Forbes 2016of consumers trust an influencer more than an advertisement or traditional celebrity endorsement.
- Forbes 2016
SERIOUSLYSpent 90% of the Best Fiends marketing budget on Influencer Marketing
SCOPELYWorked with influencers to get 4 Mio downloads of The Walking Dead: Road to Survival in one week
SPILGAMESShot Trollface Quest Video Memes to the top 20 of the French app charts with a dedicated influencer campaign
WHY IS INFLUENCER MARKETING SO POTENT?
Something to get through to get to desired contentViewers actively seek out contentTRADITIONAL DIGITAL ADVERTISING INFLUENCER MARKETING
MOTIVATIONTIMEPERCEPTIONIntrusion / adRecommendation from friend / role model 0.5 30 seconds3 - 30 minutes
WHO ARE THESE INFLUENCERS?
FOLLOWING
Influencers have large social networksCHARISMATIC ENTERTAINERS
Influencers thrive on engagement and inspiration - personality is more important than subjectTRUSTED
Influencers are looked up to by their peers
WHICH PLATFORMS SHOULD YOU FOCUS ON?
Long form video content is best to expose audience to a game for the very first time
YOUTUBE AND TWITCH
Short form content is great to follow up / drive installs
FACEBOOK, TWITTER, SNAPCHAT, INSTAGRAM ETC.
Understand influencers
HOW TO GET STARTED?Identify the right influencers for your game
OUR INFLUENCER SURVEY15countries7,500Gaming Influencers in our network
542 (=n)Filled out the survey384Answers from influencers with more than 100,000 followers>100k
THIS IS THEIR JOB!
68%Full time job 26Videos per month5.3Hours spent to producea single video34.45Hour work week just creating videos
WHAT ARE YOU COMPETING AGAINST?
19.5Received business inquiries per month2Accepted business inquiries per month
WHAT ARE YOU COMPETING AGAINST?
50Received business inquiries per month2Accepted business inquiries per month>800k
WHAT DECIDES WHICH OFFERS ARE TAKEN?37%In game feature, e.g. voicing a character
61%Extras like trips to events, hardware, goodies etc.69%Price / Payment / Money77%Good relationship with business partner83%Quality of the game86%Whether the game fits channel / audience
WHATS THE PREFERRED PAYMENT MODEL?26%CPI (Payment per app/game install)
64%CPM (Payment per 1,000 video views)88%Fixed price per video
SURVEY LEARNINGS
Make a good game
Make use of untapped potential
Make your offer stand out
Be professional
Pick the right influencers
Find a working payment model
IDENTIFYING THE RIGHT INFLUENCERS FOR YOUR GAME
Type of channel
Game preferences
Engagement rates
Professionalism and reliability
Previous campaign performance
Audience demographics
HELP!!! HOW COULD I EVER KNOW ALL THIS?!
BRACE YOURSELF!
only one slide though ;) The Sales pitch is coming ...
WE CAN HELP YOU!
GameInfluencer Database supports profiling of influencersCreate lookalike audiences based onViewershipEngagement and reachGame preferencesPrevious performanceGuaranteed KPIs
THANK YOU!Some of the great people who already trust us:
Michael AlbertshauserCo-founder / Head of Influencer & Campaign [email protected]