2016 Trends for Influencer Marketing
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2016 Trends for Influencer Marketing
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In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet. Join us in this webinar as our content experts discuss: Why content is your organization’s biggest asset when it comes to earned media; Different content styles and categories, and how your business can produce in each; How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics; And what kinds of content lead directly to organization growth (and what that even looks like).
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2016 Trends for Influencer Marketing
- 1. 2016 Trends for Influencer Marketing #SMTLive
- 2. #SMTLive Thank You to Our Sponsor @BlogMeetsBrand
- 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
- 4. #SMTLive Our Speakers Sherri Langburt is the founder and President of Blog Meets Brand, the first social management tool to feature a self-serve campaign planning module that gives marketers, PR Firms and Ad Agencies a clear and structured approach for creating and developing influencer marketing programs. Sherri Langburt has been connecting brands to influencers since 2009 through her agency, Single Edition Media. @BlogMeetsBrand Adrianna G. Bevilaqua (AG) is Chief Creative Officer at M Booth. AG specializes in trend spotting and marketing to millennials and has driven programs on category leading brands across travel, home, beauty, food and spirits. From encouraging millennial women to share beauty with #NoFilter on behalf of Olay to launching Celebrity Cruises “Tech Detox,” and Home Depot’s “Do It Herself” clinics, AG is energized by elevating brands and finding their authentic place in culture. @adriannagiuls Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Heidi Nazarudin is a former investment banker turned full-time fashion/lifestyle blogger at TheAmbitionista.com. Her blog averages 500,000 UMVs , and she has amassed almost 450,000 followers on social media in the past few years as a digital influencer. Heidi is also President and Co-founder of BloggerBabes.com. a network of 20,000 lifestyle bloggers in the US. She has worked with many national brands and currently has long-term relationships with renowned establishments such as Vanity Fair, Saks 5th Avenue, Max Mara and Conrad hotels worldwide. @heidinazarudin
- 18. #SMTLive 2016 TREND FORECAST #1: Influencers Integrated into Media Buys
- 19. #SMTLive 2016 TREND FORECAST #2: Influencers as Social Cause Champions
- 20. #SMTLive 2016 TREND FORECAST #3: New Sectors Tapping into Influencers
- 21. #SMTLive 2016 TREND FORECAST #4: Co-Promotions
- 22. #SMTLive 2016 TREND FORECAST #5: Stand-Alone Campaigns
- 23. #SMTLive HOW TO FIND, VET AND MANAGE BLOGGERS
- 24. #SMTLive HOW TO FIND, VET AND MANAGE BLOGGERS Quantity + Quality = Success Traffic #Fans/Friends/Followers Domain Authority Alexa Rank Google Page Rank
- 25. #SMTLive HOW TO FIND, VET AND MANAGE BLOGGERS Quantity + Quality = Success Engagement Competence/Expertis e Generosity
- 26. #SMTLive HOW TO FIND, VET AND MANAGE BLOGGERS
- 27. #SMTLive IT’S TOO HARD TO FIND, VET AND MANAGE BLOGGERS Campaign Type Best For Review/Testimonials Launching a new product/service to market Creating trust among consumers Triggering product usage via content integration Generating original content that increases traffic, inbound links and improves SEO Contest/Challenge/Sweepstakes Generating new fans, friends and followers Creating excitement around your brand Boosting traffic and lead generation Generating original content that increases traffic, inbound links and improves SEO Live/Virtual Event Developing relationships with influencers and their audiences Generating up-to-the-minute social lift Securing UGC in-real-time Offers/Incentives/Discounts Increasing conversions and sales Attracting new customers Seasonal or time-sensitive boost Tutorials/Interviews Delivering practical guidance and instructional support Promoting or producing visual assets Elevating recognition and reputation of product
- 28. #SMTLive IT’S TOO HARD TO FIND, VET AND MANAGE BLOGGERS
- 29. #SMTLive IT’S TOO HARD TO FIND, VET AND MANAGE BLOGGERS
- 30. #SMTLive THE ROI ON INFLUENCER MARKETING CAMPAIGNS
- 31. #SMTLive THE ROI ON INFLUENCER MARKETING CAMPAIGNS
- 32. #SMTLive THE ROI ON INFLUENCER MARKETING CAMPAIGNS
- 33. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
- 34. #SMTLive Our Speakers Sherri Langburt is the founder and President of Blog Meets Brand, the first social management tool to feature a self-serve campaign planning module that gives marketers, PR Firms and Ad Agencies a clear and structured approach for creating and developing influencer marketing programs. Sherri Langburt has been connecting brands to influencers since 2009 through her agency, Single Edition Media. @BlogMeetsBrand Adrianna G. Bevilaqua (AG) is Chief Creative Officer at M Booth. AG specializes in trend spotting and marketing to millennials and has driven programs on category leading brands across travel, home, beauty, food and spirits. From encouraging millennial women to share beauty with #NoFilter on behalf of Olay to launching Celebrity Cruises “Tech Detox,” and Home Depot’s “Do It Herself” clinics, AG is energized by elevating brands and finding their authentic place in culture. @adriannagiuls Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Heidi Nazarudin is a former investment banker turned full-time fashion/lifestyle blogger at TheAmbitionista.com. Her blog averages 500,000 UMVs , and she has amassed almost 450,000 followers on social media in the past few years as a digital influencer. Heidi is also President and Co-founder of BloggerBabes.com. a network of 20,000 lifestyle bloggers in the US. She has worked with many national brands and currently has long-term relationships with renowned establishments such as Vanity Fair, Saks 5th Avenue, Max Mara and Conrad hotels worldwide. @heidinazarudin
- 35. #SMTLive Thank You to Our Sponsor @BlogMeetsBrand
- 36. #SMTLive Upcoming Webinar November 11th From Community to Commerce: Making the ROI Connection
Notas do Editor
- My first encounter with influencer marketing was Malcolm Gladwell’s ….Mavens Since then it really has evolved *From the straightforward: Word of Mouth *To something I read recently: “Twinsumers” (meaning like-mined consumers who take cues from each other on digital (they may or may bot know each other IRL) But I don’t think it has to be jargoning...in layman’s term I think Marketing is like dating.
- And here’s the way I think about Influencer MArketing in the mix. Let’s say you are single and you need to develop a plan to meet someone. If advertising is crafting a tinder profile (like a personal ad for yourself) Direct mail might be say sending a witty text to a prospect that you want to target Experiential would be going to a bar and meeting in the real world Influencer Marketing would be: say a friend posting a good looking photo of you. -- and who doesn’t want that?
- Turns out a lot of people do: influencer marketing is one of the hottest topics right now in our industry. The reason why is because it’s working (when it’s done well) Generating twice the sales as advertising Creates better customers - consumers acquired this way have a 37% higher retention rate Overall marketers are increasing their spend, 59% are putting more into next year.
- So how do you do this well? The space is moving as fast as your social media feeds. There has been a lot of evolution even in the past 18 months. So we wanted to talk about 4 shifts in the landscape and what that means for marketers.
- One of the first and most vibrants communities in the influencer marketing space were mom bloggers. One of the most impressive things about these blogger was the reach of their endorsement and that’s what people were talking about. Marketers were enamored by the distribution of these recommendors. But quickly as the web changed from words to images marketers started seeing the value of their taste and ability to curate. Who remembers when that was the buzz word dujour? But now as platforms like Instagram, Pinterest and SnapChat are the new normal marketers really need to see the value of them as creators of feed stopping content. (This photo here is of one of my favorite Instagram accounts, the doggist and the quality of the content is really remarkable)
- The next shift is really around thinking about these influencers as an arbiter of a lifestyle versus a recommender of a product. This is a photo of one of my favorite dude Instagrammers Justin Livingston. Read the text, this isn’t about plugging a bear though it appears to be a sponsored post. This is about the perfect Lazy Sunday where Really important because