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Harnessing the Power of Social
Media Influencers Social media influencers have demonstrated time and again their unique ability to connect with an organic, engaged audience. This deck provides an overview of how brands and their agency partners can better engage social media influencers to tell a brand’s story.
Help to reach a new
audience Develop a community Encourage action Amplify an idea or campaign Product development Raise brand awareness Drive app downloads Influence consideration Build loyalty Social Media Influencers Can:
CONSUMERS DO NOT EQUATE SOCIAL
MEDIA INFLUENCERS WITH MARKETING. THEY SIMPLY SEE THEM AS COOL, INTERESTING, INSPIRATIONAL, FUNNY, FASHIONABLE, TALENTED, ETC.
MORE IMPORTANTLY THEIR FANS TRUST
WHAT THEY HAVE TO SAY. ...Their fans listen, take action, and share their posts across platforms. When Social Media Influencers Speak... Chester See YouTube Subscribers: 1.5M YouTube Video Views: 154M Facebook Fans: 293K Twitter Followers: 230K Demographic: Female 13- 24
92% OF CONSUMERS SAY THEY
TRUST WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILIES ABOVE ALL OTHER FORMS OF ADVERTISING. INFLUENCER MARKETING CAMPAIGNS DRIVE 16X MORE ENGAGEMENT THAN PAID OR OWNED MEDIA. 1X AVERAGE CTR OF DISPLAY BANNER: 0.10% AVERAGE CTR OF A FACEBOOK POST: 0.14% AVERAGE CTR OF AN INFLUENCER POST: 15%+ AVERAGE CTR DISPLAY BANNER AVERAGE CTR FACEBOOK POST AVERAGE CTR INFLUENCER POST 92% 16x 0.10% 0.14% 15%+
SOCIAL MEDIA INFLUENCERS AREN’T THE
ALTERNATIVES TO CELEBRITIES, THEY ARE THE NEW CELEBRITIES. U.S. teenagers are more enamored with YouTube stars than they are the biggest celebrities in film, TV and music. – Variety Survey
Gaming & Sports Life &
Style Family Entertainment Social Media Influencers can be found across all passions and interests GAMING SPORTS TECH XSPORTS AUTOS BEAUTY HEALTH/FITNESS FOOD FASHION HOME/DIY MOMS TOONS FAMILY PETS SCIENCE MOVIES MUSIC NEWS COMEDY ANIMATION
I’M EATING A #DONUT I
LIKE DONUTS THIS IS WHERE I EAT DONUTS HERE IS A PHOTO OF MY DONUT HERE A DONUT MAGICALLY DISAPPEARS HERE I AM EATING A DONUT MY SKILLS INCLUDE DONUT EATING HERE’S A DONUT RECIPE NOW LISTENING TO “DONUTS” I’M A GOOGLE EMPLOYEE WHO EATS DONUTS And Across All Platforms and Channels
Talent Agencies are to Celebrity
Talent... ...what MCNs are to Influencer Talent Multi-Channel Networks (i.e., influencer agencies) MCNs help to identify the right influencer, manage the budgets and impression levels, and work with the influencer to develop the content.
Are they Legitimate to the
Topic? Do they create compelling content? • Known for creating exceptional content • Can speak to, or is an authority on the topic • Active across multiple platforms • Isn’t just a popular name, but is known for frequent content creation • Adheres to FTC guidelines • Is respected - isn’t famous • Is tonally appropriate for the brand • Covers topics relevant to branded campaigns/initiatives • Trusted source among audience • Proven to drive audience to action (via comments, shares, like, etc.) • Inspires audience to contribute WOM Are they Brand Friendly? Are they Trusted by our/their audience? Selecting the Right Influencer Each MCN has many influencers on their roster, so we tend to ask the following questions when selecting an influencer.
When to Bring Them in
the Process: Brief Idea Develop idea along-side creative strategy, co-create long form content Promote idea through social media, in-video shoutouts, or use channel for custom preroll/ targeted media Development Launch Amplify
Because social media influencers are
creatives in their own right, it takes achieving a balance between brand, agency, and influencer input to achieve success. Our Brand Our Articulation + Their Interpretation Their Brand Thoughtful Brand Integration
Social influencers are their own
content creators. Which means you can’t tell them exactly what to make… You Have to Let Some Creative Control Go BUT feedback and oversight happens at multiple stages: • Treatments • Developed creative • Rough cut • Final video
Monster.com Goal: Inspire Millennials to
find better with Project You Objective: Drive Project You awareness, and drive engagement on Project You. Challenge: Maximize efficiency with a limited media/ production budget
Monster.com Jack Vale Total Reach/Subscribers:
1.1M+ Total Guaranteed Views: 300K+ Total Delivered Views: 670K+ Total Social Posts: 2x (Facebook & Twitter) Total Reach/ Followers (Social): 214.7K+ Video execution drove 4x increase in traffic on Project You within the first week. Average Sessions per day on Project You were 5x higher than the two week period leading up to video launch
AT&T Olympics Goal: • Increase
attribution and share of voice for AT&T during the Winter Olympics • Get fans to download the #ItsOurTime app and upload their chant • Use the #itsourtime hashtag to voice messages of support for athletes Objective: Move people to voice their support for Team USA.
AT&T Olympics Shay Carl 1.3M
subscribers Custom Pre-roll Custom Video Social Amplification FineBros 10M subscribers WheezyWaiter 540K subscribers DudePerfect 86K Twitter subscribers Influencer content saw 3.7M impressions and drove 60K+ clicks to the #ItsOurTime site
@JayZombie 234,314 followers Warby Parker
uses prominent photography influencers on Instagram, like @JayZombie to share artistic photos of their product on their own Instagram feeds. Video saw 670K+ views and drove 4x in-crease in traffic on Project You within the first week Warby Parker Warby Parker shares content from influencers on their own Instagram feed. The brand also shared photos from influencers on their Facebook and Twitter accounts.
@_gabrielflores 122,520 followers To promote
it’s Nike Fuel product, Nike sent their product to prominent photog-raphers on Instagramers influencers like @_gabrielflores to share their progress in the Nike Fuel Challenge on Instagram. Instagramers take a series of photos that show their NikeFuel progress. All posts tag @Nike and mention Nike- Fuel. Nike shares content from influencers on their own Instagram feed. Nike
Target Joy Cho / Oh
Joy! 13M followers Target launched a design partnership with some of Pinterest’s top pinners, including Joy Cho, who are also top design bloggers. The pinners created collections that were sold in Target and promoted the collections via their own Pinterest boards. Joy Cho pinned her party collection on a Pinterest board that garnered over 825k followers. She also promoted the line across her social other social channels to help drive awareness and buzz.
GE Marcus Johns 5M followers
Jerome Jarre 6.5M followers To celebrate Gravity Day, General Electric invited Vine influencers, Marcus Jones and Jerome Jarre to join them on a Zero Gravity flight and of course share their vines with their followers on the platform. Influencers shared a number vines from the flight on their own channels, tagging General Electric. General Electric shared the vines on their own account. Click to watch Click to watch
HP @finalcutking 1.8M followers To
support their #bendtherules campaign, HP invited five Vine in-fluencers including Zach King to create vines using the new note-book/ tablet x360 Vines were distributed on HP’s Vine ac-count and promoted via Twitter And then turned into the first of its kind :30 TV spot, made entirely of Vines
Key Takeaways Understand Influencers are
relatable. Fans trust them, listen to them, and are inspired by them. Identify Influencers create content across all platforms and channels. We work with MCNs to match the right influencers with the right brand opportunity. Activate Influencers can support a campaign in a multitude of ways. They are looking to create meaningful brand interactions with their loyal, fanatic, and passionate following.