1.
The webinar will start shortly…
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2.
Tell us where you’re dialing in from!

3.
Hello!
Kathy Baird
Managing Director of Content + Social
Ogilvy North America
Thomas Crampton
Global Managing Director
Social@Ogilvy
Kate Stoller
Senior Account Executive
Ogilvy PR Chicago
José Arteaga
Creative Digital Strategist
Social@Ogilvy
Ben Rissman
EVP and Group Director
Social@Ogilvy

4.
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5.
The 2017 Landscape of
Influencer Marketing
February 9, 2017

6.
Update from 2016
1. Tiers of influence are changing
2. Influencers are also content creators
3. Influence as a strategy vs. a tactic
4. More sophistication in technology
5. Increasing eye on disclosure
All still important, but…

7.
There’s more! What’s on tap in 2017?

8.
What we’ll cover today

9.
Trends

10.
Five
Major
Trends
1. Increase in investment
2. Continued focus on micro-influencers
3. Questions on automation
4. Expectations on measurement
5. Leveraging advocacy
What’s the Latest in 2017?

11.
1. Increase in investment
Linquiq Survey of 170 marketers, November
2016

12.
The Rise of the ”Micro”
Influencer
• Smaller yet powerful
• Tighter connection to audience
and stronger authority yields
higher level of outcomes
• Technology and IRM platforms
facilitating easier activation and
management
2. Continued focus on micro-influencers

13.
3. What’s the story with automation?
• Inherent need for human eye
• Increase in asks for carefully
curated programs
• Micro-influencers are reluctant
to be “bought”

14.
4. Increased expectations on measurement
“Four out of five US marketers
want measurement of
influencer marketing ROI to
improve.”
• Feeling that measurement capabilities
lag
• Desire for better attribution
• Expect more data from influencers

15.
Tapping Into
Advocacy
• Influence increases as
audiences feel a closer
connection to the
messenger
• Brands are expanding the
sphere of influence to
include everyday customers
and employees
15
5. Leveraging customer and employee advocacy

16.
Influencer Marketing Examples

17.
Taking A Long Term
View Of Influence
• Creating a Center of
Excellence for Influence
• Approaching IRM at a
category vs. brand level to
drive efficiency
• Building long-term
relationships with
influencers for continuity
17
As influencer marketing matures, the work will span several
organizational functions, demand higher levels of expertise,
and require more cross-functional leadership.
B2C Approach

18.
B2C Case Study: Beauty Industry

19.
Mapping Influence
• Determining influence by
brand topic vs. by target
demo
• Leveraging data analysis to
uncovering leading voices
within the online
conversation
• Using these influencers to
extend earned reach
19
Network analysis is used to understand the influence of individuals,
analyzing the quality of their connections and strength of relationships with
other influencers, specifically within a subject matter.
B2B Approach

20.
B2B Case Study: Tech Industry

21.
It’s not always easy to incorporate an IRM
program into an existing campaign,
especially if your audience is on the more
specific side. Bigger brands may get away
with casting a wider net, more niche
brands need to really focus on who they
partner with to make sure there is an
authentic fit for both parties.
Check out the image to the right for what
works about this partnership and post.
The name of the blog is straightforward
and immediately you know there’s
a cooking tie.
There’s video
content to complete
the story on
YouTube
Photo begins to tease the narrative and
alludes to a larger story to be told on the
blog and other social channels. Not branded
except in description
Clear disclosure
Engagement from
this niche audience
Tagged BrandNiche Audience Approach

22.
Niche Audience Case Study

23.
Tips and Best Practices

24.
IRM Best Practices / Tips and Tricks
Vetting / ID Disclosure Contracting
Measurement &
Amplification

25.
Best Practices: Vetting and Identification

26.
Best Practices: Disclosure

27.
Best Practices: Contracting
When contracting work with an influencer (and
potentially their management) there are many
things to keep in mind:
1. What is the value exchange?
2. What am I getting?
3. Work out all the details upfront.

28.
Best Practices: Measurement & Amplification

29.
Questions?
Kathy Baird
Managing Director of Content + Social
Ogilvy North America
Thomas Crampton
Global Managing Director
Social@Ogilvy
Kate Stoller
Senior Account Executive
Ogilvy PR Chicago
José Arteaga
Creative Digital Strategist
Social@Ogilvy
Ben Rissman
EVP and Group Director
Social@Ogilvy