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Influencer Marketing: The Honeymoon is Over

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Marketers are realizing that getting the most out of influencer marketing takes more than just a paid social post. It’s time to rethink who your best influencers are and how much they’re worth.

Veröffentlicht in: Marketing
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Influencer Marketing: The Honeymoon is Over

  1. 1. Influencer Marketing: The Honeymoon is Over
  2. 2. COMMERCE IS CHANGING FAST
  3. 3. Think of the selection at a GNC or the health section at a Whole Foods or Sprouts.
  4. 4. Take any consumer buying experience. The reality is that consumers have more choices today than ever before.
  5. 5. In just one pocket of shopping – Amazon.com, there are over 200 million skus available.
  6. 6. TRUST IS SCARCE
  7. 7. The average consumer check 10.4 different touch points prior to a purchase. buying experience.
  8. 8. BELIEVE MARKETERS ACT WITH INTEGRITY 4%
  9. 9. IT IS CURRENTLY ESTIMATED THAT PUBLISHERS LOST OUT ON $22 BILLION 2015 DUE TO AD BLOCKERS
  10. 10. None of those influencers disclosed the fact that the brand had paid them to wear the dress as part of a coordinated effort to promote its spring line.
  11. 11. Influenced by trusted sources & point of sale 74%Influenced by Experience & brand marketing point of sale 22% INITIAL CONSIDERATION ACTIVE EVALUATION MOMENT OF PURCHASE Influenced by past experience & brand marketing67%
  12. 12. TRUSTED INFLUENCERS IMPACT BUYING
  13. 13. KELLER FAY GROUP: We Wrote the Book on Influencers
  14. 14. SO WHAT IS AN INFLUENCER… General WOM Brand Advocate Influencer
  15. 15. FROM WOMMA’S INFLUENCER GUIDEBOOK Not all influencers are “celebrities” on Twitter. “Every day” influencers are people we encounter in our daily lives and are “substantially more likely than average” to share ideas and recommendations.
  16. 16. WHAT WE KNOW ABOUT INFLUENCERS Leaders in Word of Mouth Offline Conversations Dominate Prolific Communicators in Social Media, Too Word of Mouth: A Positive Experience Influencers are hand-raisers Messaging for Influencers 1 2 3 4 5 6
  17. 17. THE POWER OF INFLUENCE Keller Fay Study Findings Influencer Consumer 1 ConsumerGeneral Public 2 The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s expert influencer network and the general population. In addition, more than 800 peers of these individuals were surveyed to evaluate the impact of the recommendations they had received .
  18. 18. EXPERT INFLUENCERS ARE MORE… Credible and Believable Knowledgeable Better at Explaining How Product Works or Could Be Used Enjoyable to Talk to 94% vs. 83% 94% vs. 84% 92% vs. 83% 95% vs. 88% Expert Influencers vs. General Public Responses of “8,” “9, “or “10” on a 10 point scale.
  19. 19. EXPERT INFLUENCERS PROVIDE STRONGER RECOMMENDATIONS 74% 66% Percentage of People Saying “Buy or Try It” Expert Influencers General Population
  20. 20. A RECOMMENDATION FROM AN EXPERT INFLUENCER HAS A BIGGER IMPACT 82% 73% % of Peers Reporting That They Are Highly Likely to Follow the Recommendation A "8," "9," or "10" on a 0-10 scale Expert Influencers General Population
  21. 21. VALUE OF AN INFLUENCER CONVERSATION Influencer 1 WEEK22 Influencers are having 22.2x more “buying conversations” each week where product recommendations are given than an average consumer
  22. 22. WHAT MOST PEOPLE GET WRONG
  23. 23. REACH IS NOT THE ONLY VIEW OF INFLUENCE
  24. 24. OF SOCIAL MENTIONS COME FROM PEOPLE WITH LESS THAN 500 FOLLOWERS 500+ followers Less than 500 91% 9% 91%
  25. 25. 1/3 Online Social Media 2/3 Offline WOM BUYING CONVERSATIONS Analytic Partners
  26. 26. 5x 4x 3x 2x 1x 1 OFFLINE IMPRESSION 1 PAID ONLINE IMPRESSION Sentience/Flickr BUYING CONVERSATIONS
  27. 27. DON’T JUST FOCUS ON SOCIAL MEDIA... FOCUS ON SOCIAL CONSUMERS
  28. 28. START WITH YOUR CUSTOMER’S BUYING JOURNEY
  29. 29. STATUS ACCESS POWER STUFF MEANING TO THEM COST TO YOU INFLUENCERS VALUE RECOGNITION MORE THAN STUFF
  30. 30. EXPERTICITY They’re not just influencers, they’re experts. 1 million Active Influencers 15 million Conversations / Week 60 million Brand Engagements
  31. 31. Thank you! Inga Johnson – SVP Marketing Brad Fay– COO at Keller Fay

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