14. Geelmuyden Kiese
> 60
15%
25%
45 - 60
17%
25%
30 - 44
24%
29%
18 - 29
31%
54%
Men Women
AD BLOCKING USAGE RATES
Share of total online users per
age category (% of total)
0
50
100
150
200
2010 2011 2012 2013 2014 2015
+54%
Global MAU of Ad Blocking
(Million Users)
Million Global Adblocking Users
Source: BI Intelligence, Aug 2015, Source: comScore; MediaVision 2015
20. Geelmuyden Kiese
# MORE AUTHENTIC
# MORE TRUSTWORTHY
# MORE RELATABLE
# MORE LIKE ME
# MORE APPROACHABLE
… and more reach than traditional media
21. Geelmuyden Kiese
71 % MAKE PURCHASE
DECISIONS BASED ON
RECOMMENDATIONS
FROM INFLUENCERS
Source: ODM Group
22. Geelmuyden Kiese
WHAT TO LOOK FOR IN AN INFLUENCER?
REACH ENGAGEMENT
CAN THE INFLUENCER RELATE
TO THE PRODUCT?
RELEVANCE
HOW MANY VIEWS PER VIDEO
DOES THE INFLUENCER GET?
IS THE AUDIENCE ENGAGED?
LIKES/COMMENT
23. Geelmuyden Kiese
CONTINUITY TALENT
CAN THE INFLUENCER REALLY
AFFECT THEIR AUDIENCE?
INFLUENCE
HOW OFTEN DOES HE/SHE
POST OR UPLOAD CONTENT?
HOW DO YOU DEFINE A
TALENT?
WHAT TO LOOK FOR IN AN INFLUENCER?
25. Geelmuyden Kiese
# BE WHERE YOUR AUDIENCE
IS
# CATCH THE ATTENTION IN A
SECOND
# PRODUCE A CONTENT
PEOPLE
WANT TO WATCH – NOT SKIP
# LET INFLUENCERS BECOME
THE AUTHENTIC VOICE OF
YOUR MARKETING MESSAGE
adrian@splay.tv
28. Geelmuyden Kiese
- Når man finder det rigtige match mellem
brand/produkt/budskab, influencer og målgruppe
- Når man vil bygge brand, lancere nyt og ændre
holdninger
- Når man har brug for mere autenticitet og
involvering, end hvad en reklame kan levere
30. Geelmuyden Kiese
- Ved at involvere influenceren fra start
- Ved at sætte rammer, men samtidig turde slippe
tøjlerne
- Ved at gøre sig klart, hvad man vil opnå og sætte
klare KPI’er, fx for:
- Reach
- Involvering
- Konvertering
34. Geelmuyden Kiese
Attention Makers
Høj reach
Høj investering (Honorar, konceptudvikling)
Brand Builders
Brand Lovers
Klart match til brandet/produktet/servicen
Medium til høj investering (Honorar, konceptudvikling)
Loyale ambassadører, som er oprigtigt engageret i brandet/produktet
Lav investering (produkt)
Forskellige influencers til forskellige formål
40. Geelmuyden Kiese
Nordens største netværk for video-influencers
De største danske YouTube-stjerner
Danmarks største blognetværk
Særligt stærke på mode, mad, beauty og fitness
Internationalt influencernetværk med mere end 12 mio. indholdsskabere
Verdens største Instagrammere
Hvem er hvem, og hvad kan de?
41. Geelmuyden Kiese
Dansk influencerbureau
Repræsenterer mange af Danmarks største influencers: Bloggere og
kendisser.
Dansk YouTube-netværk. Har indgået samarbejdsaftale med United Screens
Særligt stærke på gaming, lifestyle og entertainment
Dansk bloggerkolletiv
Særligt stærke på gastro, blogs for til/af mænd, lifestyle, mode og beauty
Hvem er hvem, og hvad kan de?
So the big question every marketing director ask herself. How can I break through the noise and become one of the 12 messages that people actually listen to and care about?
Today we are exposed to 3000-20 000 commercial messages per day. It can be a tv-spot, a banner or just a logo on a bottle.
But research show that out of this 20 000 ad impressions it ONLY 12 that makes an impact on us.
So how do you become one out of these 12 messages? The first advice is that ”YOU NEED TO BE WHERE THE AUDIENCE IS” . Sounds pretty obvious but in fact the gap between where the eyeballs are and where advertisers spend there money never has been bigger.
YouTube has today higher daily reach than any Swedish network in the age group 18-44 years.
Another shocking fact is how the young millennials are consuming Snapchat. 92% of Swedish girls in high school use Snapchat EVERY DAY! So, if I ask you in the room. How many of you would like to reach girls 15-19 years with your communication? And here is the next question. How many of you have spent money on a Snapchat during the past 6 months? You see. The difference between where your target group is and where you spend your money has never been bigger.
Next insight is that YOU ARE LOSING MY ATTENTION.
This picture is something I think we all can relate to. We are multiscreening 27% of the time when we watch TV. You might think your customer are watching your tv-spot, but in fact they are browsing the news and are checking their emails.
. We often talk about “exposure”. But what's important to understand is that exposure is not the same as attention. An exposure is nothing worth if people don’t pay attention. It’s not just what we watch – it’s how we watch.
And how do you get the attention? Well, you need to be able to catch the interest in a second otherwise your audience will go somewhere else. So the quote from the move Jerry Maguire ”YOU HAD ME AT HELLO” has never been more relevant. You need to have your audience at hello or it will be goodbye.
In todays media landscape you need to be chosen. It’s not like when we were young and there was just a few tv-channels. Today the audience is voting with it’s eyeballs every second. You cant force feed them with content and commercial messages that are not relevant – then they will simply deselect you.
Today the ad-avoidance is bigger than ever. Ad blockers is increasing heavily. In men 18-24 over 50% are using ad blockers today. But this is not the only thing that supports the ad-avoidance trend.
So how can you be chosen? You need to start producing a content want to watch – not skip. You Need to stop pushing out commercial messages that are not relevant and instead turn things around and start asking yourself what’s relevant for you potential clients? What is their passion points? How can you add a value to them?
Influencers are the media houses of tomorrow! The media market is about to democratize and you don't need a gate keeper like a tv channel to make it big today.
Let me give you an example. This is the Media house Clara Henry. She has got 450 000 followers on Instagram and YouTube. As we see it – her YouTube channel is her TV station. Her Instagram account is her Magazine. Her blog is her Newspaper. Her Pod is her radio station, she is a best seller author. She has got her on mobile video app. Sha has launched her own fashion brand and this spring she will host Melodifestivalen – the largest TV show in Sweden. That’s the Media House Clara Henry. And we at Splay work with another 650 media houses in different sizes in the Nordics.
And Clara Henry has today a higher reach than the traditional media houses. If we compare all the magazines in Sweden trying to reach the same audience as Clara, females 18-25 and and we combine all their editions. Then we compare that to Clara's 450 000 followers on Instagram that is her “magazine” for inspiration we see that Clara Henrys is delivering twice as much reach than all this magazines combined.
But influencers are not only delivering higher reach. They also delivers 11 times better ROI (return of investment) than traditional ads. To understand this we need to start to look into how influencers communicate with their audience.
Clara’s audience finds her MORE AUTHENTIC, MORE TRUSTWORTHY, MORE RELATABLE, MORE LIKE ME, MORE PPROACHABLE than traditional media and advertising. And on top of this she has got more reach than traditional media. That’s why influencer marketing is so powerful.
71% of young millennial also say that they take their purchase decisions based on recommendations from influencers while on 33% in the target group trust traditional ads.
But influencers are not only delivering higher reach. They also delivers 11 times better ROI (return of investment) than traditional ads. To understand this we need to start to look into how influencers communicate with their audience.
To summarize. How can you as a brand break through the noise and become one of the 12 messages that makes an impact on people.
First. YOU NED TO BE WHERE YOUR AUDIENCE IS.
YOU HAVE TO CATCH THEIR ATTENTION IN A SECOND. OTHERVISE YOU WILL LOSE THEM.
YOU HAVE TO START PRODUCING A CONTENT PEOPLE WANT TO WATCH – NOT SKIP.
YOU SHOULD LET INFLUENCERS BECOME THE AUTHENTIC VOICE OF YOUR NEXT MARKETING MESSAGE.
AND YOU SHOULD LOOK AT YOUR AUDIENCE AND CUSTOMERS AS YOUR FUTURE FANS. WHAT DOES IT TAKE TO TRANSFORM THEM INTO FANS? DO DO SO YOU NEED TO CO-CREATE, INTERACT AND ENGAGE WITH THEM.
Good luck and thanks for listening.
Influencere leverer troværdighed – som en anbefaling fra én man kender
Sæt KPI’erne efter, hvad du vil med samarbejdet – hvad er vigtig for organisationen
Attention makers kan få budskabet ud til masserne
Sørg for have en klar idé om, hvad formålet med kampagnen er – og hvilke KPI’er der skal nås.
Reach er ikke alt.
Tænk på influencerindkøb, som ethvert andet medieindkøb. Vær klar til at forhandle.
Felix Kjellberg bedre kendt som PewDiePie er verdens største YouTuber med Næsten 54 mio. subs. Disney og YouTube har for nylig opsagt deres samarbejde med PewDiePie pga. anti-semitiske jokes.