Gil Eyal - Activating Influencers - The mistakes we shouldn’t be making Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)

1. Influencer Marketing Hub, London, November 8 2017
Activating Influencers:
The Mistakes We Shouldn’t Be Making
Gil Eyal, CEO, HYPR

2. Influencer Marketing Hub, London, November 8 2017
Influencer Marketing is a Form of Marketing
Stay True to Fundamentals

3. Influencer Marketing Hub, London, November 8 2017
Let’s Talk About Follower
Count...
Audience Targeting Is Key
Avoid Vanity Metrics
Selena Gomez at 128 million followers.

4. Influencer Marketing Hub, London, November 8 2017
No Such Thing As A Bad
Influencer, Just A Bad Fit
Two Separate Brands Needed A Face
You work in an advertising agency.
You have six options.
Who do you choose?

5. Influencer Marketing Hub, London, November 8 2017
Aesthetics < Audience Data

6. Influencer Marketing Hub, London, November 8 2017
Aesthetics < Audience Data
Both Chose The Same Person

7. Influencer Marketing Hub, London, November 8 2017
Authenticity Comes in Many Forms

8. Influencer Marketing Hub, London, November 8 2017
Authenticity Comes in
Many Forms
Target’s Smart Campaign
Their influencers embody the brand’s identity
and speak to their target audience.
Picking “real” influencers was intentional.
E.g. Pro soccer player, Robbie Rogers.
Supermodel Karolina Kurkova.
Brands are transferring from leveraging big
name well known influencers to finding the ones
that have the right fit.

9. Influencer Marketing Hub, London, November 8 2017
TARGET VIDEO HERE

10. Influencer Marketing Hub, London, November 8 2017
You Know Your Audience
Best
Do Not Relinquish Creative Control
No one knows your brand (or its audience) better
than you.
Collaborate with the influencer/s to ensure the
campaign aligns with your brand’s values and
aesthetic.
E.g. Jake Paul and Disney parted ways after
Paul was involved with a dispute with his
neighbors.

11. Influencer Marketing Hub, London, November 8 2017
JAKE PAUL VIDEO HERE

12. Influencer Marketing Hub, London, November 8 2017
The Risk of Losing Face
Brand Ambassadors Are A Risk
To Your Brand
Avoid associating your brand with a single
influencer to shield its reputation should the
influencer be involved in a scandal.
Subway and Jared Fogle
Kirstie Alley and Jenny Craig
Lance Armstrong and Nike
Paul Marcarelli and Verizon

13. Influencer Marketing Hub, London, November 8 2017
VERIZON VIDEO HERE

14. Influencer Marketing Hub, London, November 8 2017
SPRINT VIDEO HERE

15. Influencer Marketing Hub, London, November 8 2017
Target Smaller Influencers
A Micro-Influencer Revolution
90% of activations done by micro-influencers.
Micro-influencers are extremely powerful as a
group.
Their audience is much more uniform.
Individual influencers are a commodity.
Own specific niches.

16. Influencer Marketing Hub, London, November 8 2017
Getting it Right

17. Influencer Marketing Hub, London, November 8 2017
Authenticity
LeBron James KIA Commercial
Fruity Pebbles? Drives a Kia?
I’ll give them “ignoring a phone call from
the Cavs”.

18. Influencer Marketing Hub, London, November 8 2017
KIA LEBRON VIDEO HERE

19. Influencer Marketing Hub, London, November 8 2017
DURACELL VIDEO HERE

20. Influencer Marketing Hub, London, November 8 2017
INTEL LEBRON VIDEO HERE

21. Influencer Marketing Hub, London, November 8 2017
Authenticity
Scott Disick and BooTea
With a reputation as a party animal, does Scott
Disick actually drink BooTea?
Disick’s Instagram mistake is a classic example
of an inauthentic partnership.
Markelle Fultz – Tissot sponsored post.
Naomi Campbell – Reebok sponsored post.

22. Influencer Marketing Hub, London, November 8 2017
Authenticity in Voice Were These Posts Scripted?

23. Influencer Marketing Hub, London, November 8 2017
Authenticity in Voice The Right Usage

24. Influencer Marketing Hub, London, November 8 2017
Targeted Selection
Which Worked Better?
Joan Rivers (iPhone)

25. Influencer Marketing Hub, London, November 8 2017
Targeted Selection
Which Worked Better?
Alicia Keys (Blackberry)

26. Influencer Marketing Hub, London, November 8 2017
Targeted Selection
Which Worked Better?
Unbox Therapy (Samsung)
6.1 million views

27. Influencer Marketing Hub, London, November 8 2017
UNBOX THERAPY VIDEO HERE

28. Influencer Marketing Hub, London, November 8 2017
Strength in Numbers
There are over 10 million micro-
influencers across multiple social
networks -- don’t settle for the first one
you find.

29. Influencer Marketing Hub, London, November 8 2017
Components of a Successful Influencer
Marketing Campaign

30. Influencer Marketing Hub, London, November 8 2017
Key Takeaways
Audience targeting is key.
Authenticity is essential.
You know your audience best.
Brand ambassadors are a risk.
Target smaller influencers.
Protect your brand from fraud.
Activate a network of influencers.

31. Influencer Marketing Hub, London, November 8 2017
Gil Eyal, CEO HYPR
Say Hi!
gil@hyprbrands.com
@gileyal
www.hyprbrands.com

32. Influencer Marketing Hub, London, November 8 2017

33. Influencer Marketing Hub, London, November 8 2017
Gil Eyal, CEO, HYPR
Playdom
•Growth Hacker / Viral PM
•Company sold to Disney for $750M
Mobli
•Partnered with Leonardo DiCaprio, Lance
Armstrong, Serena Williams and Tobey Maguire
to form Mobli.
•Drove over 20 million users to Mobli
•Activated hundreds of celebrities such as Lil
Wayne, Adam Levine, Nash Grier, Austin
Mahone, Zendaya Coleman, Stephen Curry, and
many more.
•Company sold to Carlos Slim for $100M
HYPR
•Founder of the world’s leading influencer
analytics platform
•Selected as one of ten Israelis impacting
the New York Tech Scene
•Digiday Boss of the Year (Technology
Category) 2017
•MBA, Kellogg School of Management