This document discusses the current and future state of influencer marketing based on a research study of 102 brand marketers and strategists from large companies. Key findings include: - 71% view influencer marketing as strategic, but only 29% have mature, integrated programs. Most are still experimenting. - Influencer marketing goals have expanded beyond awareness to include objectives like sales conversion and customer satisfaction. - The main challenges are lack of resources, skills, and technology to support scaling programs. - As influencer marketing matures, companies need to better align influencers to the customer journey and manage global programs. - Technology like Traackr can help identify influencers, manage relationships, track performance, and

1. INFLUENCER
MARKETING
From
Experimentation to
Transformation
T R A A C K R
Influencer Marketing Hub
#IMHUB17

2. Helping EMEA customers
understand the stakes of
influencer marketing and scale
their strategies.
NICOLAS CHABOT
E V P E M E A
T R A A C K R
@nicochabs
T R A A C K R

3. INFLUENCERS ARE
THE KEY TO UNLOCKING
CUSTOMER TRUST
C O N T E X T
And a core component in a brand’s journey towards digital transformation.
Today, people trust brand communication
less than they do politicians.
[IPSOS 2015]
P E O P L E N O L O N G E R
T R U S T B R A N D S
Consumers trust authoritative content
2x more than branded content or ads.
[NIELSEN 2015]
P E O P L E
T R U S T P E O P L E
Only 3% of people generate 90% of the
impact online.
[TRAACKR DATA 2014]
I N F L U E N C E R S L E A D
C O N V E R S AT I O N S

4. Traackr builds IRM technology that
enables brands to effectively manage,
measure and scale influencer
strategies, while maintaining
authenticity.
To learn more about aligning influencers along the
customer journey and impacting buying decisions
at each moment-of-truth, get in touch.
w w w . t r a a c k r . c o m
ABOUT
TRAACKR

5. TRUSTED BY BIG COMPANIES
AROUND THE WORLD
C U S T O M E R S
Who are transforming their advertising-led marketing strategy into a content-driven engagement approach that
will deliver authentic influence on social conversation to impact audiences.

6. THE FUTURE OF
INFLUENCER
MARKETING
I N F L U E N C E 2 . 0
Traackr & TopRank Marketing teamed up to evaluate the
current and future state of influencer marketing in
leading enterprises.
They commissioned Brian Solis, principal analyst at
Altimeter to analyse the study results and share his
insights.

7. RESEARCH
METHODOLOGY
I N F L U E N C E 2 . 0
102 brand marketers and strategists participated in a
research study.
ENTERPRISE SIZE:
70% of respondents come from companies sized 1000+
48% of respondents come from companies sized 10000+
36% come from either Fortune 1000 or Global 500
companies
RESPONDENT LEVEL:
28% are CMOs or higher
50% are VPs or higher
81% are Directors or higher

8. THE CURRENT STATE OF
INFLUENCE

9. DO YOU VIEW INFLUENCER
MARKETING AS STRATEGIC?

10. INFLUENCER
MARKETING IS VIEWED
AS STRATEGIC
I N F L U E N C E 2 . 0
71% of brand marketers rate influencer marketing as a strategic or highly
strategic practice
Not strategic
5%
Somewhat strategic
24%
Strategic
25%
Highly strategic
46%

11. HOW MATURE IS YOUR CURRENT
INFLUENCER MARKETING PRACTICE?

12. INFLUENCER MARKETING IS STILL
AN EARLY ADOPTER CATEGORY
I N F L U E N C E 2 . 0
29% of the companies interviewed can be considered mature, as they seek ongoing value from influencer
marketing (ongoing and integrated programmes)
43%
28%
24%
5%
31%
14%
48%
7%
Integrated Programmes Ongoing Programmes Campaign-driven Programmes Experimenting
49%
36%
11%
4%
ALL B2C B2B

13. WHICH DEPARTMENTS ARE TYPICALLY
ENGAGING WITH INFLUENCERS?

14. ITS CROSS-DISCIPLINARY NATURE
IS A CHALLENGE & AN OPPORTUNITY
I N F L U E N C E 2 . 0
Who engages with influencers?
0
21
41
62
Social Media Digital Marketing Brand/Product Advocacy Demand Generation PR AR Customer Care
84%
56%
28%
0%

15. MOVING TO
INFLUENCE 2.0

16. MATURE BRANDS THAT INVEST IN IT
PLAN TO SPEND MORE
I N F L U E N C E 2 . 0
How much are you planning to spend on influencer marketing next year?
19%
3%
23%
55%
9%
5%
19%
67%
Spend more Spend same Spend less I don't know
3%3%
16%
78%
F U T U R E I N F L U E N C E R
M A R K E T I N G B U D G E T F O R A L L
F O R T H O S E W H O S P E N D
M O R E T H A N 2 5 0 K
F O R T H O S E W H O U S E
T E C H N O L O G Y

17. Improve brand advocacy
Expand brand awareness
Reach new targeted audiences
Increase share of voice
Improve sales conversion
Manage reputation
Drive lead generation
Accelerated digital transformation
Improve customer satisfaction
Improve employees' influence 53%
63%
64%
67%
68%
74%
86%
88%
92%
94%
INFLUENCE IMPACTS BEYOND TOP
OF THE FUNNEL
10 goals of influencer marketing
I N F L U E N C E 2 . 0

18. I N F L U E N C E 2 . 0
0
10
20
30
40
Primary area of digital mktg investment Integrated in all disciplines Cross-functional discipline Catalyst for digital transformation
None of the above
0%
15%
30%
45%
60%
THE ROLE FOR INFLUENCER PROGRAMMES
IN BUSINESS: DRIVER FOR CHANGE
What role do you see influencer marketing playing within your organis ation in the next three years?

19. SCALABILITY IS THE
MAIN CHALLENGE
FOR BRANDS
I N F L U E N C E 2 . 0
What are the key challenges to your practice of influencer m arketing?
Not enough resources
Limited ROI data available
Lack of tech to support mgmt
Lack of skills to execute
No clear ownership internally
Lack of internal communication
Lack of exec support
0 17.5 35 52.5 70

20. I N F L U E N C E 2 . 0
KEY TO MATURITY: ALIGN INFLUENCERS
TO THE CUSTOMER JOURNEY

21. HOW IS INFLUENCE IMPACTING
YOUR ECOSYSTEM ?

22. WHAT ROLE FOR
AGENCIES?
C A N Y O U S U B - C O N T R A C T
R E L AT I O N S H I P S ?
F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N
When influence challenges your organisation

23. S H O U L D Y O U H AV E A
D E D I C AT E D T E A M ?
W I T H I N P R , M A R K E T I N G ?
C U S T O M E R S E R V I C E ?
F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N
When influence challenges your organisation
WHO SHOULD
MANAGE YOUR
INFLUENCERS?

24. S H O U L D Y O U R E C R U I T A N
I N F L U E N C E R ?
F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N
When influence challenges your organisation
WHAT
COMPETENCIES
DO YOU NEED?

25. F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N
When influence challenges your organisation
WHO OWNS THE
BUDGET?
D O Y O U H AV E R E S O U R C E S
B E Y O N D C A M PA I G N S ?

26. GLOBAL VS LOCAL:
WHAT GOVERNANCE?
25%
41%
F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N
When influence challenges your organisation
H O W D O Y O U E X E C U T E
I N F L U E N C E R M A R K E T I N G
A C R O S S M U LT I P L E
G E O G R A P H I E S ?

27. HOW DO YOU
MANAGE BRAND
COMPLIANCE?
D O Y O U P R O V I D E G U I D E L I N E S O N
D I S C L O S U R E ? P R O C U R E M E N T ?
H O W D O Y O U M A K E S U R E T H E Y A R E
R E S P E C T E D ?
F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N
When influence challenges your organisation

28. HOW DO YOU
MEASURE
SUCCESS?
D O Y O U R E A L LY B E L I E V E
E M V I S A G O O D K P I F O R
C O M M U N I C AT I O N ?
F R O M E X P E R I M E N T A T I O N T O T R A N S F O R M A T I O N
When influence challenges your organisation

29. THE ROLE OF TECHNOLOGY

30. Identify new influencers Access their full online profile & scoring Discover their content across channels
IRM IMPROVES IMPACT
T R A A C K R T E C H N O L O G Y

31. Manage your community across your organisation Create & manage campaigns Track your interactions & collaborate
IRM GENERATES EFFICIENCIES
T R A A C K R T E C H N O L O G Y

32. Track success based on engagement data Benchmark your brand vs your competitors Create dashboards for your teams
IRM ENABLES DATA-DRIVEN,
EARNED-MEDIA STRATEGIES
T R A A C K R T E C H N O L O G Y

33. TRAACKR IS THE TECHNOLOGY
TO MANAGE AND OPTIMISE
YOUR INFLUENCER RELATIONS
W H O W E A R E
Seasoned brands rely on Influencer Relationship Management technology
to scale their influencer programs and cultivate customer trust.
OPTIMISED
IMPACT
EFFICIENCIES
IN OPERATIONS
STANDARDISED
MEASUREMENT
Identify the top influencers and
find new up-and-comers.
Gain unique insights and monitor in real time.
Scale up influencer programmes.
Share the base and relationship history
between brands and divisions.
Access a dedicated team to support their
programmes and grow their expertise.
Quantify the impact of influencers with
standardised metrics.
Measure campaign performance.
Benchmark against competitors.

34. Let’s Talk About You
Nicolas Chabot
Traackr
L o n d o n , P a r i s
0 2 0 3 2 3 9 2 1 2 7 I N F O @ T R A A C K R . C O M T R A A C K R . C O M
@ t r a a c k r