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The Rise of the Social Media Influencer

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This is the presentation I delivered in Vilnius on the rise of the social media influencer. It covers how to be influential, the benefits of becoming a social media influencer, how much they earn, the influencer marketing industry, case studies and more.

Veröffentlicht in: Marketing
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The Rise of the Social Media Influencer

  1. 1. TV Radio Magazines Newspapers Immediate People
  2. 2. TV Radio Magazines Newspapers Immediate People
  3. 3. Whatis influence?
  4. 4. 6waystoguidehumanbehaviour 1. Authority 2. Like principle 3. Reciprocity 4. Social proof 5. Consistency 6. Scarcity
  5. 5. WHO'S AN INFLUENCER?
  6. 6. “A social media influencer is a user on social media who has established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach.” pixlee.com
  7. 7. 10 REASONS TO BECOME INFLUENTIOAL
  8. 8. 1. Make money 2. Become well known (and remain relevant) in an industry or subject matter 3. Launch a product 4. Increase social status 5. Become a public speaker 6. Share an important message 7. Get free products and experiences 8. Connect with people with shared interests 9. Socialise and network 10. Achieve fame, celebrity and notoriety
  9. 9. THE RISE OF THE INFLUENCER
  10. 10. EARNINGS PER MONTH authorityhacker.com
  11. 11. CrossFit Ronaldo Micro Influencer Celebrity Influencer
  12. 12. §MICRO INFLUENCERS Every day consumers who have 500 to 5k highly engaged friends around a topic
  13. 13. SPECTRUM OF INFLUNECE Source: Lyle Stevens
  14. 14. I think influencer marketing is going to have an incredible golden era of a decade. I think we’re at the beginning of it and I’m very fond of it. Gary Vaynerchuk “
  15. 15. ROI 11X 2020 http://pages.tapinfluence.com/nielsen-case-study https://www.forrester.com/report/The+Forrester+Wave+Social+Relationship+Platforms+Q2+2015/-/E-RES120645 http://www.ana.net/miccontent/show/id/kf-2016-brand-activation-forecast http://www.adweek.com/digital/twitter-says-users-now-trust-influencers-nearly-much-their-friends-171367/ https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/ Influencer marketing provides 11X more ROI than traditional advertising 73% Of marketers said they had allocated budget to influencer marketing campaigns BUDGETS GROWTH Influencer marketing is predicted to be the fastest growing brand activation channels through 2020 INFLUENCE 49%Of consumers say they rely on recommendations from influencers when making purchasing decisions CELEBRITY 6in10YouTube subscribers would follow advice on what to buy from their favourite YouTuber over a celebrity
  16. 16. THE DARK SIDE OF INFLUENCERS
  17. 17. HOW LG REACHED 5M WITH INFLUENCER MARKETING CASE STUDY
  18. 18. • In Jan 2016 LG announced plan to triple sales of its HD TVs and monitors • To help achieve awareness LG partnered with YouTube video produce, Devon Super Tramp • The goal to create a series of engaging YouTube videos, editing tutorials and Instagram content designed to appeal to ordinary social media users and professionals in the editing, music and graphic design industries BACKGROUND
  19. 19. • LG’s ‘Seriously Professional’ campaign reached 7.4m social media users across all social media networks and 2.3m YouTube views • LG increased exposure in US market by working with one of the top US influencers for a cross channel campaign • Targeted industry professionals by highlighting notable features on their new products and creating a series of behind-the-scenes videos and tutorials RESULTS
  20. 20. STARWOOD HOTELS AND INSTAGRAM INFLUENCERS CASE STUDY
  21. 21. • Starwood recently opened two new hotels, Le Metropolitan and Le Dokhan’s, both in Paris • To increase brand awareness and drive bookings they partnered with top travel and lifestyle Instagrammers • The Instagrammers documented their experiences while staying at the hotels and included links where fans could reserve a room directly through the influencer’s post BACKGROUND
  22. 22. • The hospitality brand’s campaign reached almost 500k Instagram users and many more across each of the social media star’s corresponding social media channels • Starwood’s influencer-driven campaign generated more than 17k likes on nine pieces of original, brand-sponsored content RESULTS
  23. 23. WHERE WE’RE HEADED

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