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AUTOMATING
BUZZ THROUGH
THE POWER
OF SOCIAL INFLUENCE
Victoria Luck
Managing Director UK
The importance of
creating buzz through
influencers isn’t new-
how we can manage
the process is…
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
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
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
The proliferation of ad blockers is consumer payback
because brands have
"insulted the audience's attention" for too long.
Mondelez - Head of Content
CONTENT ON SOCIAL MEDIA IS UNIQUELY
INFLUENTIAL AND TRUSTED –
TAPPING INTO THIS GIVES BRANDS A CLEAR
WAY TO REACH THEIR AUDIENCE
Influencer Marketing - Breakout
2005 2007 2009 2011 2013 2015
classifies “Breakout” a
keyword is experiencing growth
greater than 5000%.
Source: Google Trends
2016
Automating Buzz Through the Power of Social Influence
The Old Fashioned Approach
Everybody knows:
celebrities bring exposure,
influencers carry weight in specific subjects,
they give brands a deeper
relationship than celebrities do.
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
<1K
FOLLOWERS
1K-10K
FOLLOWERS
10K-100K
FOLLOWERS
100K-1 M
FOLLOWERS
1M- 10M
FOLLOWERS
10+ M
FOLLOWERS
0,56%
0,27%
4,04%
8,03%
2,37%
0,17%
1,78%
0,09%
1,66%
0,06%
1,66%
0,05%
LIKES COMMENTS
More Followers does not mean More Likes
EMMA
Long Tail Influencer
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
Main Challenges of IM
IDENTIFYING THE RIGHT INFLUENCERS
ENGAGING WITH AND BRIEFING
THEM
TRACKING
MEASUREMENT
OPTIMISING
COSTS
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
INFLUENCER
RECRUITMENT
NEGOTIATION
DISTRIBUTION
MANAGEMENT
MEASUREMENT
WHAT IS INFLUENCER MARKETING AUTOMATION?
Influencers within
the platform
The Influencers
“There are exceptional people out
there who are capable of starting
epidemics.
All you have to do is find them.”
Malcolm Gladwell
SEMANTIC ANALYSIS
OPEN DATA
IMAGE RECOGNITION
OPEN GRAPH
Data Driven Automated Platforms
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
Identify best
influencers.
2
• INFLUENCER REVIEW
• BIG DATA
• BRAND AFFINITY
• 1000+ TOPIC CATEGORIES
• 20+ CUSTOM FILTERS
The Platform Identifies the Right Influencers
Brands can pre approve
the content
3
APPROVE
By clicking the button you
will approve and confirm the
post
Content Under Control
Brands can monitor and
track posted content
streaming in real-time.
4
Real-Time Monitoring
• 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
SELF SERVICE
MEDIA MIX
AGENCIES WL
COMMUNITY
Tech Oriented
MediaOriented
MICRO
INFLUENCERS
PLATFORM
S
PERFORMANCE
CELEBRITIES TRADING DESK
CHANNEL
SPECIFIC
Current Landscape
MEDIA
AGENCIES
EXCLUSIVE
ATD PARTNERSHIP
Join The Influencer Marketing Revolution!
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
THANKS
victoria.luck@buzzoole.com
Victoria Luck - Managing Director UK

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Automating Buzz Through the Power of Social Influence

  • 1. AUTOMATING BUZZ THROUGH THE POWER OF SOCIAL INFLUENCE Victoria Luck Managing Director UK
  • 2. The importance of creating buzz through influencers isn’t new- how we can manage the process is…
  • 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
  • 10. The Old Fashioned Approach
  • 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
  • 13. <1K FOLLOWERS 1K-10K FOLLOWERS 10K-100K FOLLOWERS 100K-1 M FOLLOWERS 1M- 10M FOLLOWERS 10+ M FOLLOWERS 0,56% 0,27% 4,04% 8,03% 2,37% 0,17% 1,78% 0,09% 1,66% 0,06% 1,66% 0,05% LIKES COMMENTS More Followers does not mean More Likes
  • 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
  • 20. “There are exceptional people out there who are capable of starting epidemics. All you have to do is find them.” Malcolm Gladwell
  • 21. SEMANTIC ANALYSIS OPEN DATA IMAGE RECOGNITION OPEN GRAPH Data Driven Automated Platforms
  • 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
  • 28. MEDIA AGENCIES EXCLUSIVE ATD PARTNERSHIP Join The Influencer Marketing Revolution!
  • 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

Hinweis der Redaktion

  1. 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.
  2. .
  3. .