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Getting Started with Influencer Marketing - Pubcon 2019

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Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!

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Getting Started with Influencer Marketing - Pubcon 2019

  1. 1. Getting Started With Influencer Marketing Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com Pubcon 2019 @brentcsutoras
  2. 2. What is Influencer Marketing? 2 Influencer Marketing is where you identify and engage with people who have the ability to get you, your product, or your service a lot of visibility, engagement, and conversions. Pubcon 2019 @brentcsutoras
  3. 3. What is Influencer Marketing Today? 3 Being an Influencer has become a career path for many, especially for kids who have grown up watching Influencers… Pubcon 2019 @brentcsutoras
  4. 4. 4 Pubcon 2019 @brentcsutoras
  5. 5. Today’s Influencers Are Amazing 5 Influencers today are: - More influential than celebrities (with some exceptions) - They are normalish people, which we can relate to more - They allow a more personal glimpse into their lives - They are focused on passions, which makes them more authentic (thus influential) - They are extremely engaged with their audience - They are often cheaper and easier to work with Pubcon 2019 @brentcsutoras
  6. 6. Is Influencer Marketing Growing? 6  +1500% increase in ‘Influencer Marketing’ searches over last 3 years  Market expected to grow from $3 Billion in 2017, $4.6 Billion in 2018, growing  More people are using Ad Blockers (40% laptops, 22% mobile)  The return on investment in influencer marketing is far outpacing any traditional medium Pubcon 2019 @brentcsutoras
  7. 7. Influencer Marketing Works (When Done Right) 7 Pubcon 2019 @brentcsutoras The Required Stat Quotes… • Influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing. (TapInfluence study with Nielsen Catalina Solutions, 2016) • 49% of people say they rely on recommendations from influencers when making purchase decisions. (Twitter and Annalect, 2016) • Among teens, YouTube stars are perceived as 17x more engaging and 11x more extraordinary than mainstream stars. (Variety, 2015) • 40% of people say they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine, or YouTube (Twitter and Annalect, 2016) • Word of mouth generates 2 times the sales of paid advertising. (McKinsey) • Businesses make $6.50 for every dollar invested in influencer marketing. (Tomoson) Influencer Marketing solves a couple main challenges: • Distribution / Reach • Content Creation • Bypasses Ad Stigma / Ad Blockers • Influencers are viewed as friends…
  8. 8. Finding Influencers. -- the ‘Right’ Influencers! 8 Pubcon 2019 @brentcsutoras
  9. 9. 9 Finding Influencers. -- the ‘Right’ Influencers! These channels provide a personal look at the Influencer and their daily lives… • Video feels personal • Stories feel personal Pew Internet Study Pubcon 2019 @brentcsutoras
  10. 10. 10 Not All Influencers have Influence  You need to find Influencers who would actually use your product / service  They will talk about it better  Their audience will be more likely to purchase  They will continue to talk about it and more  Who is really personalizing themselves?  Natural vs Obvious advertisements?  Off Brand advertisements?  Normal vs Advertisement post volumes Scott Disick Pubcon 2019 @brentcsutoras
  11. 11. 11 The Cost of Influencers • Micro-influencers (10k to 50k) = $250 to $1,000 • Influencers (50k to 250k) = $1,000 to $5,000 • Influencers (250k to 1 mil) = $5,000 to $10,000 • Influencers (over 1 mil) = $10,000+ and depending on the campaign up to $250k • Selena Gomez = $550k per post • Kim Kardashian = $500k per post • Cristiano Ronaldo = $400k per post Pubcon 2019 @brentcsutoras
  12. 12. 12 Engagement Value of Influencers 25,000 Followers $1,000 /campaign 30 Posts 8% Engagement 2000 Engaged Users 1 Campaign (or more) 5% Engagement 1250 Engaged Users Pubcon 2019 @brentcsutoras
  13. 13. 13 The Cost of Influencers (Hack The System) • Some influencers (especially micro-influencers) take product as payment • Especially if you find the ones that would naturally like your product • Pay them something and increase the payment as their influence and audience grows • Identify micro-influencers and early influencers who are growing • Use SocialBlade (or any other similar tool) to track growth and engagement • Monitor for a few months to identify the right influencers • Start working with them early and grow with them! • They will always remember you and want to do more for you • They are less bombarded by requests • They are more likely to keep you at a lower rate going forward • Increase the rate as they grow (like a friend would do) • Don’t be afraid to negotiate prices, but be fair and transparent as to why Pubcon 2019 @brentcsutoras
  14. 14. 14 Additional Tips  Setup your accounts to be sticky and keep people that don’t immediately convert  Avoid having posts that are just selling (Show but don’t hard sell)  Have something for everyone (at least in your niche)  Give them all a reason to follow you  Influencer channels are like TV channels  The more relevant channels you are on, the better  Don’t lose your relevance  Don’t do one campaign and quit, keep going! Stay Relevant!  Use both Micro and Macro Influencers Pubcon 2019 @brentcsutoras
  15. 15. Resources 15  https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/  https://blog.twitter.com/marketing/en_us/a/2016/new-research-the-value-of-influencers-on-twitter.html  http://blog.tomoson.com/influencer-marketing-study/  https://digitalmarketinginstitute.com/en-us/blog/20-influencer-marketing-statistics-that-will-surprise-you  https://www.globalwebindex.com/reports/mobile-ad-blocking-2017  https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/  https://imanetwork.org/midatlantic/articles/the-rise-of-influencer-marketing-over-print-and-video-ads/  https://influencermarketinghub.com/9-mind-blowing-influencer-marketing-statistics/  http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/  https://socialblade.com/  https://www.searchenginejournal.com/instagram-video-posts-receive-twice-the-engagement-of-other-post-types-study/295443/  https://www.prezly.com/academy/relationships/influencer-marketing/influence-influencers-simpler-think  https://blog.scrunch.com/what-is-a-good-engagement-rate-on-instagram Pubcon 2019 @brentcsutoras
  16. 16. Thank you Pubcon 2019 @brentcsutoras