Why micro-influencers aren't the only solution to a case of Marketing FOMO. BrightonSEO talk from Allyson Griffiths, Strategy Director at iCrossing, September 2017.

1. Allyson Griffiths
iCrossing
Why micro-influencers aren’t the solution to a
case of marketing FOMO

2. About me
2010 2012 2014 2016 2018
MS
Outlook
MS
Excel
MS
Powerpoint

3. When you pick the wrong influencer for your
campaign

4. Q: How many USD were spend
on influencer marketing on
Instagram in 2016?
Influencer marketing is a big deal
a) $47 million b) $570 million c) $821 million

5. b: approx. $570 million
Influencer marketing is a big deal
Captiv8 Study, cited in NYT, 2016

6. 92% of consumers trust earned
media above all forms of
advertising.
Nielsen, Global Trust in Advertising, 2012

7. 75% of UK marketers will up
their spend on influencer
marketing in 2018.
Rakuten & Morar Consulting, July 2017

8. The status quo

9. Consumers get it, now

10. And it’s very expensive
Celeb Influencer
(+1mill following)
Micro Influencer
(<10k following)
Facebook £75k £1.5k
Youtube £67k £1.6k
Twitter £65k £1.3k
Instagram £60k £1.2k
Snapchat £53k £1k

11. 57% of US brands say they did
not have a way to calculate
influencer marketing ROI.
GroupHigh Study, 2016

12. A sellers market
Media
Challenges
Competitive
Market
Poor
Measurement
Marketing FOMO

13. So.. how can we do it better?
Mission Matching Measurement Maximise

14. Mission

15. Start with a single minded objective
Brand Consideration
Data capture
Direct revenue
Social follower acquisition

16. Define your strategy
Current
Audience
Increase
Consideration
New Audience Direct Sales
AW17
Fashion
Line
Mobile
banking for
small biz

17. Match

18. 85% of brands find & manage
influencers in house.
Econsultancy & Fashion and Beauty Monitor, 2015

19. 84% of them find their
influencers manually through
searching social networks.
Econsultancy & Fashion and Beauty Monitor, 2015

20. Know your target audience
• Female
• 18-24
• AB1
• London & South East
• Uses a mobile phone
• Reads the internet
• Interested in fashion & beauty
• Follows Zoella

21. Match your target audience
Influencer
Match Index

22. Algorithmically to your influencer’s
Influencer
Match Index
Early
Adopters
Engages
with
competitor
brands
Engages with
complementary
brands Demographics
match
High action
Branded content
receptivity
Creative match
Match to current
audience

23. Measure

24. 78% of US marketers see
determining the ROI of
influencer marketing as their
biggest challenge in 2017
Linqia, ‘State of influencer marketing 2017’

25. The measurement status quo
0
10
20
30
40
50
60
70
80
90
Engagement Traffic Reach Product Sales Audience
Sentiment
Other
Metrics US companies use to measure success of
influencer marketing
Linqia, ‘State of Influencer marketing 2017’

26. But what about our objectives?!
Brand Consideration
Data capture
Direct revenue
Social follower acquisition
Engagement

27. Apply what we know from media
Brand
sentiment
uplift
Brand
awareness
uplift
Sales uplift
Tracking
Links

28. Or, head towards the holy grail
Unique
identifiers

29. Maximise

30. Drive your direct response channels
Backlinks User Signals Audience lists

31. Drive to your platforms
Better conversion rates
Bespoke content
Data Capture

32. Integrate via data
Email Paid Social Display

33. Because done a little bit better..
Mission Matching Measurement Maximise
Means all influencer marketing can drive ROI

34. Phew, we made it

35. 1. Set a mission
2. Match to your target
audience
3. Make use of tools
4. Think beyond reach
5. Ask for data
6. Negotiate tracking
7. Move towards media
measurement
8. Push to your owned
channels
9. Incentivize interaction
10. Think about discount
codes
Key Takeaways

36. Thanks!
@allysongriffz