The New Power Couple: Paid and Earned Influence
•
4 likes•1,707 views
Influencer marketing platforms Insightpool and TapInfluence sit down to discuss the differences between paid and earned influence and how marketers can use both to boost their brands.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to The New Power Couple: Paid and Earned Influence
Similar to The New Power Couple: Paid and Earned Influence (20)
More from Insightpool, the Influencer Marketing Platform
More from Insightpool, the Influencer Marketing Platform (10)
Recently uploaded
Recently uploaded (20)
The New Power Couple: Paid and Earned Influence
- 2. 2 #AGEOFINFLUENCE Host Hillary Settle @hmbyers Director of Marketing Joseph Cole @joefcole VP of Marketing Guest Speaker
- 3. 3 #AGEOFINFLUENCE What Is Influencer Marketing? #AGEOFINFLUENCE
- 4. 4 #AGEOFINFLUENCE Demystifying Influencer Marketing 1. Powerful 2. Social 3. Sexy 4. All the rage with marketers and CEOs 5. Arbitrage 6. Currently affordable 7. “Native” advertising 8. Powerful SEO 9. Trackable and scalable 10. ROI
- 5. 5 #AGEOFINFLUENCE But, what exactly is an Influencer??
- 8. 8 #AGEOFINFLUENCE Volume & Engagement Influence Hyper Influencers Journalists/Media Power Influencers Channel Partners Micro-Influencers Brand Advocates Current Customers Citizen Influencers 46K 1.6M 254K 32K 5K 30K 1K 33K Influencer Social Landscape
- 9. 9 #AGEOFINFLUENCE The Power Middle
- 10. 10 #AGEOFINFLUENCE Power of The Power Middle Sources: MSLGROUP and SocialChorus
- 11. 11 #AGEOFINFLUENCE Why Is Influencer Marketing So Powerful? #AGEOFINFLUENCE
- 12. 12 #AGEOFINFLUENCE Influencer Marketing Creates Word of Mouth 92%of people trust recommendations from other people over brand’s direct promo content 57% 70%seek out recommendations before making a purchase decision of Millennials and Gen Z say they trust people they follow online, while only 40% say they trust celebrities Sources: Nielsen;
- 13. 13 #AGEOFINFLUENCE Decline in Brand Organic Reach Sources: SocialFlow
- 14. 14 #AGEOFINFLUENCE Adblocking + Algorithm Changes + Platform Evolution
- 16. 16 #AGEOFINFLUENCE Without real influence your content marketing doesn’t gain traction.
- 17. 17 #AGEOFINFLUENCE The Two Sides of Influencer Marketing #AGEOFINFLUENCE
- 18. 18 #AGEOFINFLUENCE What Is Earned Influence? Earned Influence is an unpaid form of influence (think digital word of mouth) that focuses on creating long-term relationships with influencers and their audiences through social media.
- 19. 19 #AGEOFINFLUENCE Why Earned Influence? Sources: Mavrck: Data based on a combined 10+ billion impressions across multiple platforms including Mavrck, Ad.ly, SveNe, TapInfluence, Nanigans & AdParlor. It shows real results. Earned relationships can take more time and effort than paid, but they’re worth it for long-term success. It’s authentic. 1 2
- 20. 20 #AGEOFINFLUENCE The Value of Earned Influence: Identification Identify Filter >6 million influencers by gender, location, conversation topic, and more Segment Group audiences and tailor marketing strategies to them
- 21. 21 #AGEOFINFLUENCE The Value of Earned Influence: Building Relationships Engage Activate 1:1 messages or 1:1 messages at scale Measure Define success metrics - Engagement Rate and Click Rate
- 22. 22 #AGEOFINFLUENCE What Is Paid Influence? Paid Influence focuses on collaborating with social influencers to create content that will see high reach and engagement among audiences.
- 23. 23 #AGEOFINFLUENCE What Is Paid Influence? Attract Convert Close Delight How and where do consumers become aware of you? Whose voices do they trust when considering your product or service? How easy are you making it for consumers to go from intent to purchase? What creates and keeps them in the loyalty loop?
- 26. 26 #AGEOFINFLUENCE What Is Paid Influence? ResonanceRelevanceReach
- 27. 27 #AGEOFINFLUENCE Former AAA Hockey Player and Professional Skateboarder Total Reach: 513K Fashion & Travel editor of Goldnique Sage Goldnik
- 28. 28 #AGEOFINFLUENCE Sage Goldnik Cost Per Engagement (CPE): $0.07
- 31. 31 #AGEOFINFLUENCE How Can Paid and Earned Be Used Together? #AGEOFINFLUENCE
- 32. 32 #AGEOFINFLUENCE Paid and Earned Together Paid to Supplement Earned 1. Opt-in marketplace of influencers who want to work with brands - intrinsic value. 2. Level of “professionalism” with creative agency level of product 3. Boost earned efforts and increase amplification Earned to Supplement Paid 1. Reach out to influencers’ audiences and begin direct relationships with them 2. Share content created with paid influencers with relevant audiences Both: Focus on creating authentic relationships with influencers.
- 33. 33 #AGEOFINFLUENCE Where Is Influencer Marketing Headed in 2017? #AGEOFINFLUENCE
- 34. 34 #AGEOFINFLUENCE Bigger Focus on Power Middle and Micro-Influencers
- 35. 35 #AGEOFINFLUENCE Bigger Focus on Power Middle and Micro-Influencers
- 36. 36 #AGEOFINFLUENCE More Positions Created Around Influencer and Advocacy Marketing
- 37. 37 #AGEOFINFLUENCE Marketers will call BS on the old digital and social metrics
- 39. 39 #AGEOFINFLUENCE Influencer Marketing In Action #AGEOFINFLUENCE
- 40. 40 #AGEOFINFLUENCE TapInfluence partnered with fortune 500 food brand, Nielsen Catalina Solutions and 258 influencers to complete the first ever Influencer Marketing Sales Effects Study. Proving Influence Drives Revenue
- 43. 43 #AGEOFINFLUENCE 11x is all you need to know. Sales Lift Display ads: $16 per 1,000 impressions Influencer Marketing: $285 per 1,000 page views Evergreen ROI Additional 2x views were generated after campaign concluded Effective CPM is halved every 3 months
- 44. 44 #AGEOFINFLUENCE Craftsman Increased Acquisition Rate to 27% Using Insightpool #MADEtoRACE at the True Race of Gentlemen
- 45. 45 #AGEOFINFLUENCE Objectives Craftsman wanted to use Insightpool’s unique algorithm to: ● Identify key influencers ● Build 1:1 organic messaging ● Increase their acquisition rate and engagement rates Hyper-Targeted Strategy Insightpool identified these main groups to target the campaign towards: ● Overall Racing Fans ● Women Racing Fans ● Women Pro Racers ● Classic Car or Car Restoration Lovers ● Automobile Journalists
- 46. 46 #AGEOFINFLUENCE #MADEtoRACE Results: ● >1 million Total Reach from influencers acquired ● 2.3 million in exposure on #MADEtoRACE tracked through TweetReach ● 27% in avg. reply rate ● 27% in acquisition rate