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

1. NO BS: 5 Real Ways to
Measure Influencer
Marketing ROI
RUSTIN BANKS, CPO TAPINFLUENCE

2. @Kissmetrics
#KissWebinar
@thuelmadsen

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. @tapinfluence
#KissWebinar
@rustinb

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. WATCH WEBINAR RECORDING NOW

7. Introduction to Modern
Influencer Marketing
NO MORE FLUFF AROUND INFLUENCER MARKETING ROI

8. Searches for Influencer
Marketing = 5x growth in 20151
1. Google Trends January 2016

9. Adblock is 40% for Millennials
and growing fast2
2. PageFair & Adobe 2014 Report

10. Content Marketing is #1 priority
for CMOs in 20163
3. Fanatics Media and Marketo Study

11. “Last step for big dollars to flow
into Influencer Marketing is
Measurement…” – Disney4
4. Personal conversation with Rustin Banks

12. Five Ways to Measure ROI
Loyalty Card Data
Credit Card Data
Pin to Purchase
Credit Card Data
Ecommerce

13. 1. Loyalty Card Data
1. Data Partnerships
2. Example Results
3. Secret Performance Sauce

14. LOYALTY CARD DATA MEASUREMENT AND PROVIDERS
Image credit: NCS

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. Who They Chose
258 Top Fitness & Food Influencers,
chosen using the Tap data layer that
optimizes for performance.

17. The Content
Influencers created content for “Meatless Mondays”

18. All include references
to Brand Products
(and full FTC Disclosure)
The Content
¼ cup Silk Unsweetened Vanilla Almond milk

19. Sales Effect Study Webinar | 18
Influencer Distribution
Content was also shared via influencers’ social
networks, no additional paid distribution

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. 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. 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. 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. Sales Effect Study Webinar | 23
There was a
competitive shift
away from
competitors
products.
What We Learned
Brand Products

25. What about
Sales Lift?

26. Normalized:
Sales lift data is normalized to incremental sales
(over the control group) PER 1000 Impressions

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. 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. 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. 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. 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. 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. 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. 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. So what’s the
actual ROI?

36. Sales Effect Study Webinar | 35
ROI from Blog Posts Only ($ for $)
Every 3 Months ROI Doubles
Return $/$ - Meatless Monday

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. 03.
How did they get
this performance?

39. Sales Effect Study Webinar | 38
Trifecta of Data

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. 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. 2. Credit Card Data

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. 3. Pin to Purchase

45. Pin Model with Ragu
1 jar Ragu® Alfredo Sauce
Purchasers:
24,511
ROI (Short
Term Sales):
$4 / $

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. 4. Share of Voice

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. 5. Ecommerce

50. Credit: Harvest h.p://www.slideshare.net/asprilla/measure-fest-panos-tsimpos-a.ribu;on-modelling

51. 1. Use Pixel Based Attribution
Influencer marketing usually does
not lead to impulse purchases

52. Credit: Harvest h.p://www.slideshare.net/asprilla/measure-fest-panos-tsimpos-a.ribu;on-modelling
Exposure Exposure

53. First Exposure: 50%
Last Exposure: 30%
Credit: Harvest h.p://www.slideshare.net/asprilla/measure-fest-panos-tsimpos-a.ribu;on-modelling

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. BONUS: Tip for SMB &
B2B

56. Social Media – Friend
Social Media – Someone I Follow
“How did you hear about us?”

57. “When I’m ready for an influencer
marketing platform, I’m going to
check out TapInfluence”

58. Look for Organic Search Spikes

59. Summary: Measure ROI
Loyalty Card Data
Credit Card Data
Pin to Purchase
Credit Card Data
Ecommerce

60. LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing

61. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
RUSTIN BANKS
CPO & Cofounder, TapInfluence
@rustinb
rustin@tapinfluence.com