Automating Buzz Through the Power of Social Influence
Presentation given by Victoria Luck, MD Buzzoole UK, on 9th Nov. 2016 at #smLondon Live
Contact email: info@buzzoole.com
3. What is Infuencer Marketing?
Infuencer Marketing allows brands to authentically
connect with consumers outside of traditional digital
advertising channels.
Influencer marketing does so by leveraging the infuence
of a blogger and/or a social user
This could be to drive sales, create brand
awareness, or develop social proof
4. Why IM? IT WORKS.
92% of consumers have made a
purchase after reading about a product on
their favourite blog.
65% more likely to make a purchase if
someone they follow on social media
recommends a product.
81% of marketers who have executed
Infuencer Marketing campaigns agree that
influencer engagement is effective.
65% of brands have plans to spend more
on IM this year vs. last.
Sources:
“The Consumer Revolution Has Happened and the Infuencers Are Now in
Charge.” Entrepreneur. Oct 2014
eMarketer – May 2015
“Brands Want to Spend More on Infuencer Marketing” Tech.Co. May
2016
5. Global Ad Blocking Growth
Source: Ad Blocking Report 2015/2016
As of June 2015, 198M monthly active desktop users
In March 2016, 408M people used an adblocking technology on their smartphones.
The global cost of ad blocking is expected
to be $41.4B by 2016.
JAN ‘15 APR ‘15 JUL ‘15 OCT ‘15 JAN ‘16
6. The proliferation of ad blockers is consumer payback
because brands have
"insulted the audience's attention" for too long.
Mondelez - Head of Content
7. CONTENT ON SOCIAL MEDIA IS UNIQUELY
INFLUENTIAL AND TRUSTED –
TAPPING INTO THIS GIVES BRANDS A CLEAR
WAY TO REACH THEIR AUDIENCE
8. Influencer Marketing - Breakout
2005 2007 2009 2011 2013 2015
classifies “Breakout” a
keyword is experiencing growth
greater than 5000%.
Source: Google Trends
2016
11. Everybody knows:
celebrities bring exposure,
influencers carry weight in specific subjects,
they give brands a deeper
relationship than celebrities do.
12. Beyond
the
Celebrities
"No cr7 no like"
840
"No Like, Irina"
1.240
"No Cr7 no like"
858
"No Blatter no like!"
980
“Where is Ronaldo???”
1.750
"No Ronaldo, No like"
3.775
15. According to the study, 82% of
consumers surveyed were far more
likely to take a recommendation from
a micro-influencer than from those
with larger, less personal followings.
Source: Experticity 2016
16. Main Challenges of IM
IDENTIFYING THE RIGHT INFLUENCERS
ENGAGING WITH AND BRIEFING
THEM
TRACKING
MEASUREMENT
OPTIMISING
COSTS
17. 37%
27%
23%
22%
Finding and identifying the right influencers
Measuring the performance of your programme
Finding the right engagement approach with influencers
Monitoring your influencer activity
Main Challenges When Delivering Influencer
Programme
Qube Media
22. Based on brand’s
objective and budget we
deliver the best proposal
with estimated campaign
performance
1
10 BLOGGERS + 20 SOCIAL
INFLUENCERS
10
100
558,000
£ 5,000
Brands Receive the Proposal
23. Identify best
influencers.
2
• INFLUENCER REVIEW
• BIG DATA
• BRAND AFFINITY
• 1000+ TOPIC CATEGORIES
• 20+ CUSTOM FILTERS
The Platform Identifies the Right Influencers
24. Brands can pre approve
the content
3
APPROVE
By clicking the button you
will approve and confirm the
post
Content Under Control
25. Brands can monitor and
track posted content
streaming in real-time.
4
Real-Time Monitoring
26. • REACH
• POST TREND
• PAID/VIRAL PERFORMANCE
• PAID POSTS RESULTS
• VIRAL POSTS RESULTS
• ENGAGEMENTS
• SENTIMENT
• USER DATA
• TOP INFLUENCERS
KPI & METRICS
5
Tracking And Performance Analysis
27. SELF SERVICE
MEDIA MIX
AGENCIES WL
COMMUNITY
Tech Oriented
MediaOriented
MICRO
INFLUENCERS
PLATFORM
S
PERFORMANCE
CELEBRITIES TRADING DESK
CHANNEL
SPECIFIC
Current Landscape
29. BRANDS AUDIENCE
IM PLATFORMS- A BOON FOR THE INFLUENCER ECONOMY
Automating the process of connecting brands with their ideal audiences
via a data driven and automated platform is changing the face of
influencer buzz marketing
INFLUENCERS
2,3 “The Consumer Revolution Has Happened and the In uencers Are Now in Charge.”
Entrepreneur. October 20, 2014. 4
eMarketer – May 2015 Study.
5 “Brands Want to Spend More on In uencer Marketing in 2016.”
Tech.Co. May 15, 2016.