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No BS: How to Measure Real Influencer ROI

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There’s a lot of clutter in the digital space, and breaking through the noise can get expensive. Influencer marketing is different—by speaking to customers on their terms, it empowers you to move them to action.

And now, we have concrete data to prove it. In this webinar, TapInfluence co-founder and CPO Rustin Banks will unveil expert insights into Influencer Marketing methodology and illustrate how you can generate over 11x ROI over traditional advertising.

In addition you’ll learn:

5 ways to measure real ROI
Optimized audience targeting for maximum results
Working backwards from goals to achievements
Defining clear KPIs

Veröffentlicht in: Marketing
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No BS: How to Measure Real Influencer ROI

  1. 1. NO BS: 5 Real Ways to Measure Influencer Marketing ROI RUSTIN BANKS, CPO TAPINFLUENCE
  2. 2. @Kissmetrics #KissWebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Rustin has been working on scaling and measuring influencer marketing for over 7 years. He has a Masters Degree in Electrical Engineering and left his position in Aerospace to start TapInfluence in 2009. Banks has been named by Forbes as one of the top Ten Leaders Changing Content Marketing.. RUSTIN BANKS Cofounder, Chief Product Officer & Head of Measurement, TapInfluence @rustinb
  4. 4. @tapinfluence #KissWebinar @rustinb
  5. 5. 1 Introduction to Modern Influencer Marketing Loyalty Card Data Credit Card Purchase Pin to Purchase Share of Voice Ecommerce Bonus tip: SMB & B2B 2 Five Definitive ROI Measurement Methods 3 Putting It Together TABLE OF CONTENTS
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Introduction to Modern Influencer Marketing NO MORE FLUFF AROUND INFLUENCER MARKETING ROI
  8. 8. Searches for Influencer Marketing = 5x growth in 20151 1. Google Trends January 2016
  9. 9. Adblock is 40% for Millennials and growing fast2 2. PageFair & Adobe 2014 Report
  10. 10. Content Marketing is #1 priority for CMOs in 20163 3. Fanatics Media and Marketo Study
  11. 11. “Last step for big dollars to flow into Influencer Marketing is Measurement…” – Disney4 4. Personal conversation with Rustin Banks
  12. 12. Five Ways to Measure ROI Loyalty Card Data Credit Card Data Pin to Purchase Credit Card Data Ecommerce
  13. 13. 1. Loyalty Card Data 1.  Data Partnerships 2.  Example Results 3.  Secret Performance Sauce
  14. 14. LOYALTY CARD DATA MEASUREMENT AND PROVIDERS Image credit: NCS
  15. 15. Sales Effect Study Webinar | 14 TapInfluence partnered with a Fortune 500 Food Brand and Nielsen Catalina Solutions to complete the first ever Influencer Marketing Sales Effects Study. Partnership with Nielsen
  16. 16. Who They Chose 258 Top Fitness & Food Influencers, chosen using the Tap data layer that optimizes for performance.
  17. 17. The Content Influencers created content for “Meatless Mondays”
  18. 18. All include references to Brand Products (and full FTC Disclosure) The Content ¼ cup Silk Unsweetened Vanilla Almond milk
  19. 19. Sales Effect Study Webinar | 18 Influencer Distribution Content was also shared via influencers’ social networks, no additional paid distribution
  20. 20. Sales Effect Study Webinar | 19 All Automated by TapInfluence Platform Entire process automated, managed and tracked by the TapFusion platform, including payments & FTC disclosure insertion
  21. 21. Automated Pixel Insert Special NCS tracking pixel automatically inserted by software into blog content for every post When someone clicks over to the post from social media, the NCS tracking pixel fires and that person is attempted to be matched to their loyalty card data
  22. 22. Sales Effect Study Webinar | 21 Methodology Measure purchases of exposed consumers vs. control group Campaign: Sep – Nov 2015 Incremental Sales Exposed household purchases during the campaign in addition to their normal purchase behavior Campaign Starts Last Post Goes Live Campaign EndsMonth $Sales/Household
  23. 23. Sales Effect Study Webinar | 22 What We Learned Exposed consumers purchased more. Compared to the control group, exposed buyers purchased significantly more product on each purchase occasion
  24. 24. Sales Effect Study Webinar | 23 There was a competitive shift away from competitors products. What We Learned Brand Products
  25. 25. What about Sales Lift?
  26. 26. Normalized: Sales lift data is normalized to incremental sales (over the control group) PER 1000 Impressions
  27. 27. Sales Effect Study Webinar | 26 1000 people viewing influencer content generated $285 of incremental sales over the control group which… “Blows traditional digital advertising results out of the water.” - Customer Sales Lift Results
  28. 28. Sales Effect Study Webinar | 27 Incremental sales per 1000: Are the results good? Display Ads: Milk Category - $16 per 1000 impressions Influencer Marketing: Silk - $285 per 1000 views Influencer marketing cost per 1000 views is higher than Display Ads cost per 1000 impressions
  29. 29. Sales Effect Study Webinar | 28 1. True Engagement With influencer marketing, an impression means a truly engaged individual vs display advertising where an impression may or may not have even been seen Why more sales / impression?
  30. 30. Sales Effect Study Webinar | 29 2. Halo Effect The Halo effect carries over to the brand the influencer creates content for. Not so with display ads. People know that ads on the side rail of an influencers site are not associated or endorsed by the influencer so there is no halo. Why more sales / impression?
  31. 31. Sales Effect Study Webinar | 30 Limitless Potential Value from Reuse You can fuel your brand’s entire social media pipeline by re-using influencer content. Influencer content can be more cost effective than an internal design team, with the added value of distribution to the influencers audience.
  32. 32. Sales Effect Study Webinar | 31 Impressions After Study = More Sales An additional 2x Impressions generated post campaign. We can assume they resulted in additional sales not accounted for in sales study window 540k 1.3M+ Impressions as of Nov 30th 2015 Impressions as of Feb 29th 2015 (without additional posts or paid distribution) due to organic search, Pinterest, etc … and counting
  33. 33. Sales Effect Study Webinar | 32 Study Program: Views / Month Views Per Month – Meatless Monday Posts Going Live Post Program Impressions (very long tail) Organic spike in February due to Super Bowl (Football based content)
  34. 34. Sales Effect Study Webinar | 33 The Gift That Keeps on Giving: More Views = Lower Cost Effective CPM has a half life of 3 months (every 3 months, CPM is halved) Optimized Effective CPM- Meatless Monday
  35. 35. So what’s the actual ROI?
  36. 36. Sales Effect Study Webinar | 35 ROI from Blog Posts Only ($ for $) Every 3 Months ROI Doubles Return $/$ - Meatless Monday
  37. 37. Sales Effect Study Webinar | 36 Not Included: Shopable Views from Social An additional 4M Views (5x vs blog posts) on Pinterest which generate shopping without tracking
  38. 38. 03. How did they get this performance?
  39. 39. Sales Effect Study Webinar | 38 Trifecta of Data
  40. 40. Sales Effect Study Webinar | 39 Performance Data Influencer Cost Per Engagement data from prior assignments used to select highest value influencers. YES NO
  41. 41. Sales Effect Study Webinar | 40 Audience Data Use new Audience Insights to optimize influencer selection even more to better reach WhiteWave consumers and further increase sales. Target Influencers by audience age, location, etc Select Influencers by audience
  42. 42. 2. Credit Card Data
  43. 43. Retail Sales with Kohl’s •  Use credit card data to measure in store retail sales from consumers exposed to content (retail stores only)
  44. 44. 3. Pin to Purchase
  45. 45. Pin Model with Ragu 1 jar Ragu® Alfredo Sauce Purchasers: 24,511 ROI (Short Term Sales): $4 / $
  46. 46. Kraft drives ROI This Kraft program drove 710k pins and a measured $426k in short term sales for Kraft (using Pinterest survey method). Kraft spent $12k on Influencers.
  47. 47. 4. Share of Voice
  48. 48. Share of Voice with Origins •  Share of voice vs competitors directly related to market share •  Moving share of voice 5% versus competitors results in 5% increase in market share
  49. 49. 5. Ecommerce
  50. 50. Credit: Harvest h.p://www.slideshare.net/asprilla/measure-fest-panos-tsimpos-a.ribu;on-modelling
  51. 51. 1. Use Pixel Based Attribution Influencer marketing usually does not lead to impulse purchases
  52. 52. Credit: Harvest h.p://www.slideshare.net/asprilla/measure-fest-panos-tsimpos-a.ribu;on-modelling Exposure Exposure
  53. 53. First Exposure: 50% Last Exposure: 30% Credit: Harvest h.p://www.slideshare.net/asprilla/measure-fest-panos-tsimpos-a.ribu;on-modelling
  54. 54. Instagram: Use Last Exposure Before Search search Credit: Harvest h.p://www.slideshare.net/asprilla/measure-fest-panos-tsimpos-a.ribu;on-modelling
  55. 55. BONUS: Tip for SMB & B2B
  56. 56. Social Media – Friend Social Media – Someone I Follow “How did you hear about us?”
  57. 57. “When I’m ready for an influencer marketing platform, I’m going to check out TapInfluence”
  58. 58. Look for Organic Search Spikes
  59. 59. Summary: Measure ROI Loyalty Card Data Credit Card Data Pin to Purchase Credit Card Data Ecommerce
  60. 60. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  61. 61. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? RUSTIN BANKS CPO & Cofounder, TapInfluence @rustinb rustin@tapinfluence.com

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