Social Fresh 2019 - Social Fresh is the original social media conference, find more info at https://socialfresh.com

1. @SocialShe@jtobin
All content examples shown from Carusele client campaigns
How (And Why) To Expect More from Influencer Marketing
Social Fresh. November 2019 . Jim Tobin

2. @SocialShe@jtobin
Influencer Marketing is Nearly 15
© 2019 Carusele

3. @SocialShe@jtobin
of our TOTAL media consumption
(radio, TV, print, social media) now goes to online influencer content
19%
Marketers love influencers
Sources: EMV, ROI, Media Consumption
of marketers found their influencer
campaigns to be “effective”92%
spent by brands on influencer
marketing in 2019 alone$2B
@jtobin

4. @SocialShe@jtobin
But still struggle…
US Marketers reporting “ROI of
influencer programs” as a top
challenge
-- eMarketer, 2019
75%
@jtobin

5. @SocialShe@jtobin
We Can Make Influencer Better
@jtobin
• Eliminating the “fake stuff” is step one
• Finding the right influencers is hard work but critical
• Influencer content is not magically more successful
• Targeting can be very exacting
• Measurement, even for sales, is possible
• Optimization is key

6. @jtobin@jtobin
Fake Followers, Fake Engagements
6© 2019 Carusele

7. @jtobin@jtobin
Three Ways To Measure Impressions
Max Potential
Super fake
Max Potential + Second Generation
Super duper fake
True Views Only
Accurate
7© 2019 Carusele

8. © 2019 Carusele - Proprietary and Confidential
Blame the System

9. @jtobin@jtobin
Typical Influencer Programs
9
POST SOCIAL SHARES RESULTS
Influencer often opts in to
create content, typically on a
home base, such as a blog or
YouTube channel.
Influencer shares their content
with appropriate social
networks. Sometimes, other
influencers reshare to their
networks.
This sometimes works.
Sometimes even well. But
there’s a better way.
STEP 1 STEP 2 STEP 3
© 2019 Carusele

10. @jtobin@jtobin
Carusele Influencer Programs
10
STEP 1 STEP 2 STEP 5STEP 3 STEP 4
Resulting in measurable
conversions for:
 Large Ecommerce
 Bed Bath & Beyond
 Haagen-Dazs
 MiaMily
 Reddi-wip
 Revlon
 Tyson
 Vera Bradley
 Walgreens
CREATE SOCIAL SHARES TEST/SCORE AMPLIFY OPTIMIZE
© 2019 Carusele

11. @jtobin © 2019 Carusele - Proprietary and Confidential
Picking the Right
Influencers

12. @jtobin@jtobin
Influencer Selection Process
12© 2019 Carusele
Audience Fit Brand Fit Content Fit FTC Compliance
Fake Followers Saturation Rate Non-Compete Reputation

13. @jtobin © 2019 Carusele - Proprietary and Confidential
Finding the Right Content

14. @jtobin@jtobin
All Content Is Not Equal
14© 2019 Carusele

15. @jtobin@jtobin
All Content Is Not Equal
15© 2019 Carusele

16. @jtobin@jtobin
Right Content. Right Format.
16© 2019 Carusele

17. @jtobin@jtobin
Right Content. Right Place.
17© 2019 Carusele

18. @jtobin@jtobin
Right Content. Right People.
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With our Engaged Audience Profiles™, we’re able to see
attributes of the engaged audience, meaning those who
clicked on our tracked links throughout a campaign.
Throughout each phase, we create Custom Lookalike
Audiences that match our clickers. These audiences then see
the high performing content as well and they have proven to
convert as much as 2x better than traditional targeting methods.
In fact, these Lookalikes are our highest converting audiences
of all.
© 2019 Carusele

19. @jtobin © 2019 Carusele - Proprietary and Confidential
Measuring the Impact

20. @jtobin@jtobin
You Can Measure Sales (Sometimes)
20
47% Better
Sales in Test vs.
Control
Tyson at Retail
2.53x Return on
Investment
Vera Bradley eCommerce
250K Coupon
Downloads
Reddiwip at Walmart
209% Lift in
Sales vs.
Benchmark
Revlon at Walgreens
© 2019 Carusele

21. @jtobin@jtobin
Very Strong Sales…
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$285 in increased sales
for every 1000 people exposed to the content, according
to this Nielsen Catalina study of Silk Almond Milk
Display ads typically drive $16
in increased sales for every 1000 people exposed
The additional 2x impressions
the content generated in just 2 months post campaign
was not factored in to the results
© 2019 Carusele

22. @jtobin@jtobin
And Even When You Can’t…
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Ad Recall Rate
Brand Lift Study
Audience Attention
Top Funnel/Awareness programs are more challenging to measure,
but not impossible. There are three ways we typically measure
programs like these when sales is either not a goal or isn’t reasonable
to measure:
Walgreens Pet
Shoppe:
168,000
Minutes of
Attention
Pampers:
9.86%
Ad Recall Rate
© 2019 Carusele

23. @jtobin@jtobin
And Finally… Optimize
23© 2019 Carusele
Optimize Content
Optimize Ad Units
Optimize Targeting
Optimize Influencers

24. @jtobin@jtobin
Read More About Measurement
We think about this a lot…
24© 2019 Carusele
https://carusele.com/influencer-marketing-resources/

25. @jtobin@jtobin
What About B2B?
25© 2019 Carusele
What’s The Same?
• Credibility matters
• Credibility can come
through in the content
• Not every piece of content
will score
• Money for targeted
amplification will be
important
What’s Different?
• Fewer influencers
• Existing customers as a
source
• Longer relationships
• Longer sales cycle impacts
measurement
• Content depth matters more
• Conflicts will be much more
prevalent
• Social audience size is less
important

26. @SocialShe@jtobin
We Can Expect More from Influencer
© 2019 Carusele

27. @SocialShe@jtobinAll content examples shown from Carusele client campaigns
jim@carusele.com @jtobin