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Mike Blake-Crawford tijdens het Influencer Marketing Event 2019

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The Influencer Marketing Bubble-How to succed before it bursts!

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Mike Blake-Crawford tijdens het Influencer Marketing Event 2019

  1. 1. MEET EMMA
  2. 2. EMMA LIVES ‘THE DREAM’ OF MANY. SHE IS PAID TO TRAVEL THE WORLD AND SHARE HER STORY.
  3. 3. EMMA LIVES THIS DREAM BECAUSE SHE HAS AN AUDIENCE THAT LIKES TO SEE THE WORLD THROUGH HER EYES.
  4. 4. EMMA IS AN INFLUENCER!
  5. 5. EMMA’S FAVOURITE HOTEL
  6. 6. FOUR WEEKS LATER…
  7. 7. TWO MORE WEEKS LATER…
  8. 8. THEN THIS…
  9. 9. THEN THIS…
  10. 10. AND THIS…
  11. 11. AND THIS…
  12. 12. SO WHICH ONE IS HER FAVOURITE?
  13. 13. BELIEVEDO ANY OF YOU BELIEVE EMMA?!
  14. 14. WHY SHOULD HER AUDIENCE?
  15. 15. CONSUMER TRUST IN WHAT INFLUENCERS SAY SITS AT JUST 4% ” “ UM 2019
  16. 16. 35% 16%
  17. 17. TRUST IS THE BIGGEST CHALLENGE IN INFLUENCER MARKETING TODAY.
  18. 18. Authenticity Fake News Lies Truth +151% +16,567% +120% +69% GROWTH IN SOCIAL CONVERSATION 2017-2019
  19. 19. TRUST IS THE BIGGEST CHALLENGE IN ADVERTISING TODAY.
  20. 20. WE’VE HIT AN ALL TIME LOW.
  21. 21. ACCORDING TO EDELMAN’S TRUST BAROMETER, ADVERTISING IS NOW IN LAST PLACE OF ALL INDUSTRIES MEASURED WITH A TRUST LEVEL OF 37% - BEHIND BANKING, ENERGY AND TELECOMS “ Edelman
  22. 22. BANKERS ARE CONSIDERED MORE TRUSTED THAN THE PEOPLE IN THIS ROOM!
  23. 23. LET ME REPEAT THAT…
  24. 24. ?????????? ?????????? ???????????
  25. 25. F**KEDINFLUENCER MARKETING IS F**KED
  26. 26. DESPITE THIS, YOU WON’T FIND A BIGGER ADVOCATE OF INFLUENCER MARKETING THAN ME.
  27. 27. SOCIAL CHAIN SOCIAL CHAIN SOCIAL CHAIN
  28. 28. WE WORK WITH THE WORLD’S MOST INFLUENTIAL BRANDS
  29. 29. What the press have said about us… THE MILLENNIAL DROPOUTS WHO CONTROL SOCIAL MEDIA MEET THE COMPANY SECRETLY RUNNING ALL YOUR FAVOURITE SOCIAL MEDIA ACCOUNTS FOR MILLENNIALS, BY MILLENNIALS The Times Buzzfeed Vice News With an average age of 21, they may look like interns, but Social Chain are one of Britain’s most influential companies A group of twentysomethings in Manchester are taking over Twitter in Britain… The Times Buzzfeed
  30. 30. INFLUENCER MARKETING INFLUENCER MARKETING INFLUENCER MARKETING
  31. 31. I’M HERE TO SHARE MY TOP TIPS TO DELIVERING GREAT INFLUENCER MARKETING IN A WORLD WHERE TRUST IS AT AN ALL TIME LOW.
  32. 32. ANYTHING ANYWHERE ANYTIME
  33. 33. 2019 – THIS IS WHAT HAPPENS IN AN INTERNET MINUTE
  34. 34. CONTENT OVERLOAD!
  35. 35. 2019IN 2019 THE AVERAGE INTERNET USER IS A MEMBER OF 8.5 SOCIAL NETWORKS
  36. 36. MULTI-SCREEN ON 5 SCREENS PER DAY
  37. 37. 4000THEY ARE EXPOSED TO OVER 4,000 ADVERTS!
  38. 38. ATTENTION ATTENTION ATTENTION
  39. 39. SIT DOWNIF YOU DON’T CONSIDER YOURSELF A MILLENNIAL.
  40. 40. SIT DOWNIF YOU DON’T HAVE A FACEBOOK ACCOUNT.
  41. 41. SIT DOWNIF FACEBOOK OR INSTAGRAM WEREN’T THE FIRST APPS YOU OPENED WHEN YOU WOKE UP THIS MORNING.
  42. 42. SIT DOWNIF YOU DON’T REMEMBER THE LAST FIVE PIECES OF BRANDED CONTENT YOU SAW ON SOCIAL MEDIA.
  43. 43. HOW DO YOU CUT THROUGH THE NOISE?
  44. 44. MAKE PEOPLE FEEL SOMETHING LESSON ONE
  45. 45. DEEPER THAN ENGAGEMENT
  46. 46. GO DEEPER! CREATE STORIES WITH DEPTH.
  47. 47. BLUE CROSS REVEALED THE NUMBER OF ‘HANDBAG’ DOGS AND PUPPIES NEEDING TO BE REHOMED HAD INCREASED BY 120 PERCENT IN THE LAST FIVE YEARS. “MAKE PEOPLE FEEL SOMETHING…
  48. 48. EVERYONE LOVES A GREAT STORY. LESSON TWO especially when it’s told to the right people, at the right time - but context is what makes good stories, great.
  49. 49. DON’TDON’T JUST POST PRETTY PICTURES LIKE EMMA AND EXPECT ANYONE TO CARE.
  50. 50. SUPERDRY DOESN’T STRIKE ME AS A BRAND THAT DOES WHATEVER THE F**K IT WANTS… Survey Respondent, aged 21 “
  51. 51. ?????????? ?????????? ???????????
  52. 52. WE LET YOUNG PEOPLE DO WHATEVER THE F**K THEY WANTED WHILST WEARING SUPERDRY.
  53. 53. WE DID THE SAME WITH TEN OTHERS... 26 MILLION IMPRESSIONS 3 MILLION ENGAGEMENTS 251% ROI
  54. 54. FOR A BRAND THAT WAS KNOWN FOR NOT LIVING ITS ‘IRREVERENT’ VALUES, I BELIEVE THAT’S PROGRESS.
  55. 55. INFLUENCERS SHOULD BE A CORNERSTONE OF EVERY MARKETEER’S TOOLKIT.
  56. 56. GROWTH IN INFLUENCER SPEND 2019-20
  57. 57. HOWHOW ARE LEADING BRANDS WORKING WITH INFLUENCERS?
  58. 58. 20%
  59. 59. 80%
  60. 60. LIKE MOST BRANDS THEY AREN’T JUST IN THE BUSINESS OF TELLING PEOPLE THEY EXIST, THEY ARE IN THE BUSINESS OF SELLING PRODUCT.
  61. 61. YET YET THE VAST MAJORITY OF THEIR MARKETING EFFORTS DON’T TELL ANYONE TO BUY ANYTHING.
  62. 62. NOBODY IS GOING TO GO TO A WEBSITE AND SPEND 45 MINUTES LOOKING AT A VIDEO ABOUT A DRINK ” “ Red Bull Marketing Director
  63. 63. THEY WERE ONE OF THE FIRST MODERN BRANDS TO RECOGNISE THE VALUE OF THINKING LIKE A PUBLISHER.
  64. 64. PUBLISHING TO KEEP PEOPLES’ ATTENTION HAS BEEN A TACTIC FOR GENERATIONS.
  65. 65. ATTENTIONINFLUENCERS HAVE ATTENTION
  66. 66. RED BULL ALSO KNEW THAT A GOOD INFLUENCER STRATEGY ISN’T BASED ON VANITY.
  67. 67. MANY CONFLATE ‘INFLUENCE’ WITH HAVING A BIG FOLLOWER NUMBER.
  68. 68. AN INFLUENCER WITH 2.6 MILLION FOLLOWERS CREATED A WEBSITE AND ‘FASHION LINE’ CALLED ERA.
  69. 69. AFTER PROMOTING TO HER FOLLOWERS SHE DELETED THE WEBSITE, SHUT DOWN THE INSTAGRAM PAGE AND POSTED ANGRILY THAT SHE COULDN’T SELL THE 36 UNITS NEEDED TO PRODUCE MORE PRODUCTS.
  70. 70. WHAT?!AN INFLUENCER WITH 2.6 MILLION FOLLOWERS COULDN’T SELL JUST 36 UNITS?!
  71. 71. THIS SERVES AS AN IMPORTANT REMINDER THAT HAVING A MILLION FOLLOWERS DOESN’T MEAN YOU HAVE ‘INFLUENCE’ AND THERE ARE THOSE WITH ABSOLUTEY NO FOLLOWERS, WHO HAVE THE MOST ‘INFLUENCE’.
  72. 72. RED BULL LOOK FOR ‘INFLUENCE’ IN THOSE THAT SHARE THEIR VALUES.
  73. 73. THEY SUPPORT TALENTED PEOPLE TO DO EXACTLY WHAT THEIR AUDIENCE LOVE.
  74. 74. MOST IMPORTANTLY, THEY DO THIS…
  75. 75. CONSISTENTLY CONSISTENTLY CONSISTENTLY
  76. 76. THE FOUNDATIONS OF GOOD INFLUENCER MARKETING. LESSON THREE Thinking like a publisher, looking beyond vanity metrics, working with people who represent your brand’s values and doing it consistently.
  77. 77. WELL OF COURSE RED BULL CAN DO THIS!
  78. 78. PRETTYLITTLETHING AND BOOHOO.COM MOGULS BUILT THEIR £2BN CLOTHING BUSINESS FLOGGING HANDKERCHIEFS ON MANCHESTER MARKET STALL. “ The Sun
  79. 79. According to it’s latest results, Boohoo’s revenue grew 33% in the UK, more than 50% in Europe, 140% in the US and 40% in the rest of the world. The company now has 5.2 million active customers worldwide, and crucially is able to rely on social media “influencers” and video bloggers – “vloggers” – to spread the word to it’s 18 to 24 year old market. “Boohoo has been able to halve the amount it spends on marketing over the past five years, because of this shift to social media” says Mr Stevenson. “Relatively speaking, it has far more engaged social media base than many other retailers – and it can use digital as a call to arms.” It is an online marketing strategy that high street chains are now scrambling to emulate. bbc.co.uk/news/business-39697246
  80. 80. $250,000 12 HOURS
  81. 81. ROI FOCUSED MICRO INFLUENCER PROGRAM 250 x Influencers. Contracted to a minimum 4 posts per week for a month. Grouped into the following categories and offered a bonus; 15-50K followers 51-75K followers 76-100K+ followers
  82. 82. INDIVIDUAL UTM TRACKING CODES
  83. 83. NO CORRELATION BETWEEN AUDIENCE SIZE AND ROI – BUT THERE WAS A CORRELATION BETWEEN HIGH ENGAGEMENT AND THE REVENUE GENERATED.
  84. 84. IMPACT? 30x ROI! They have a list of top performing ambassadors to focus their influencer programs on. Lasting impact in community growth.
  85. 85. GUESS HOW MUCH REVENUE THE TOP PERFORMING INFLUENCER WITH LESS THAN 100,000 FOLLOWERS GENERATED?
  86. 86. $76,330
  87. 87. SHARE YOUR SUCCESS. LESSON FOUR If you want an influencer to ‘sell’ something then incentivise them to do so.
  88. 88. FINALLY, WHAT ARE THE BIG QUESTIONS BEING ASKED OF THE INDUSTRY RIGHT NOW? “COSTS” “TRUST”
  89. 89. COSTS COSTS COSTS
  90. 90. FIRSTLY, WHAT ARE YOU BUYING? 1. REACH 2. FOLLOWER SIZE 3. CPV – COST PER VIEW 4. CPE – COST PER ENGAGEMENT 5. CPA – COST PER ACQUSITION 6. CPC – COST PER CLICK
  91. 91. WHAT YOU ARE ACTUALLY BUYING… ENDORSEMENT AUDIENCE CREATIVE
  92. 92. THIS IS NOT THE SAME AS ‘BUYING MEDIA’ SO IT SHOULDN’T BE TREATED THAT WAY.
  93. 93. WHAT DO YOU NEED TO CONSIDER WHEN YOU RECEIVE A COST? 1. ACTUAL AUDIENCE REACH 2. TRUE ENGAGEMENT RATE 3. INDUSTRY AVERAGES/SUPPLY AND DEMAND 4. WHAT YOU’RE ASKING THEM TO CREATE
  94. 94. TRUST TRUST TRUST
  95. 95. FUELLING THE FIRE ARE CONCERNS AROUND THE LEGITIMACY OF THE INDUSTRY “FAKE FOLLOWERS” “ROI” “COSTS” “ATTRIBUTION”“ENGAGEMENT BAIT” “SAFETY” “EFFICACY” “UNILEVER’S KEITH WEED CALLS FOR ‘URGENT ACTION’ TO TACKLE INFLUENCER FRAUD”
  96. 96. THE INDUSTRY IS UNDER PRESSURE…
  97. 97. BRAND SAFETY IS A CONCERN IN INFLUENCER MARKETING.
  98. 98. REMEMBER WORKING WITH INFLUENCERS IS NO RISKIER THAN WORKING WITH A BAD IDEA.
  99. 99. INFLUENCERS ACTUALLY ALLOW BRANDS TO BE BRAVER WITH THEIR COMMUNICATION.
  100. 100. IT’S NOT YOU TALKING ABOUT YOU, IT’S INFLUENCERS TALKING TO THEIR AUDIENCE ABOUT YOU IN THEIR OWN WAY.
  101. 101. THE FOUNDATIONS OF GOOD INFLUENCER MARKETING. LESSON FIVE Thinking like a publisher, looking beyond vanity metrics, working with people who represent your values and do all of this consistently. JUST REMEMBER TO DO ALL OF THIS…
  102. 102. GOOD INFLUENCER PRACTICES ARE ONE STEP IN GAINING TRUST.
  103. 103. PEOPLE ARE REJECTING THE PERFECT PICTURE.
  104. 104. WE LIVE IN THE AGE OF AUTHENTIC COMMUNICATION. BRANDS WHO DON’T DELIVER AN AUTHENTIC INFLUENCER EXPERIENCE RISK FACING BACKLASH.
  105. 105. EVERYTHING IN THE SOCIAL WORLD CAN BE FAKED.
  106. 106. INFLUENCER MARKETING Influencer Fraud Influencer A Influencer B REAL ENGAGEMENT FAKE ENGAGEMENT
  107. 107. SOCIAL CHAIN ARE DOING SOMETHING ABOUT THIS!
  108. 108. FRAUDINFLUENCER MARKETING INFLUENCER FRAUD
  109. 109. MEET EMMA
  110. 110. INFLUENCER MARKETING Influencer Fraud
  111. 111. INFLUENCER MARKETING Influencer Fraud
  112. 112. SOCIAL CHAIN NOW MONITOR ALL THE INFLUENCERS WE WORK WITH, AND EXTEND THIS ABILITY TO ALL OUR PARTNERS.
  113. 113. INFLUENCER MARKETING Influencer Fraud
  114. 114. VIGILANT, DEVELOP, INVEST. LESSON SIX Be vigilant, develop through process, and invest in the right tools to protect yourself.
  115. 115. TO RECAP: Make people feel something! Context is what makes good social stories great. Think like a publisher when working with talent. 1. 2. 3.
  116. 116. TO RECAP: Look beyond vanity metrics, working with people who represent your brand’s values, . Doing this consistently makes it possible to deliver a clear ROI. Most importantly don’t fall victim to influencer fraud. 4. 5. 6.
  117. 117. THANK YOU. MIKE BLAKE-CRAWFORD Strategy Director mike@socialchain.com @m_blakecrawford

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