FOR
Powered by
THE WORLD OF INFLUENCERS

Hello!
Chris Walts
Associate Director,
Ogilvy UK
Laurie Close
Senior Strategist,
OgilvyRED
Sarah Edwards
Director,
Ogilvy Public Relations
Asia Pacific

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Understanding the World of Influence

Brands today face an uphill
communications battle

Half of the UK is bombarded
with irrelevant marketing

Not trusted
89 86
80 79
68
37 35
21
Doctors Teachers Judges Scientists The police Banks Brands Politicians
Percentageoftrust

Not downloaded
Branded apps < 10k
downloads

Not watched

Not
relevant
93%

BRAND
ESSENCE
BRAND
POSITIONING
BRAND
BELIEF
BRAND
ACTION
BRAND COMMUNICATION HAS EVOLVED… AGAIN
BRAND
ESSENCE
BRAND
POSITIONING
BRAND
BELIEF
BRAND
ACTION
OUR BRAND
GIVES
-
The cleanest wash
The smoothest skin
OUR BRAND IS
-
For thoughtful mums
For busy women
WE BELIEVE…
-
Dirt is good
All women are
beautiful
ACTIONS TO…
-
Help kids play
Make women feel
good
1950s 1980s 2000s NOW

We must focus on fostering cultural
relevance if we are to survive

Word of Mouth influences 92%
of purchases

Influencers let
us leverage
WOM at scale

54% of female internet users
worldwide have purchased a
product/service after seeing an
influencer's post

THE ROLE OF
INFLUENCERS
HAS CHANGED
• Influencer marketing is not ‘new’ anymore
• Tiers of influence continue to evolve
• Influencers are also content creators
• Influence is a strategy vs. a tactic
• Brands are increasing investment
• Increasing importance on disclosures

Content type matters when driving conversion
86
78
44
40 40
Video Image Text Animated
GIF
Live Stream

But it’s easy to get it wrong

Celebrity badges

Not authentic

Transactional

Little brand relevance

Fickle partnerships

Money is wasted on influencers
that aren’t right and don’t
produce the right work.

Not all influencers are the same

Influencers are as varied as personal style

Influencers who have reach

Who bring
authenticity

Increase trust in
brand values

Meaningful product
endorsement

Drive conversion

It has never been more important to define a
new, strategic approach to engaging influencers.

WHATARETHEYINTERESTEDIN?HOW MUCH REACH CAN THEY GIVE US?
EARLY INFLUENCER MARKETING

Business
objectives
Clearly
identifiable
areas of
influencer
Influencer partnerships should
be based on two sets of criteria:
The business objectives the
influencer’s activity can deliver
against - awareness, affinity,
advocacy or action.
The areas in which the
influencer actually is influential.
EVOLVING OUR THINKING

TALENT
CREATORS
MEDIA FIGURES
EXPERTS
GATEKEEPERS
CONSUMER
ADVOCATES
E.g.
Daisy Lowe
E.g.
Hazel Hayes
E.g.
Gizzi Erskine
E.g.
Erica Davis
E.g.
Catwalkschoolgates
E.g.
EllaRuthTaylor
SIX INFLUENCER TYPES

Talent
Creators
Media
Figures
Experts
Gatekeepers
Consumer Advocates
Talent
Creators
Media
Figures
Experts
Gatekeepers
Consumer Advocates
Focus on Awareness and Affinity Focus on Advocacy and Conversion
FINDING THE RIGHT INFLUENCER
BLEND
Establishing the key business
objectives allows us to
determine the correct types of
influencers to seek out to best
deliver an ROI.

PINPOINT INFLUENCER IDENTIFICATION
We map the social web to find
influencers based on their influence in
subject areas rather than simple follower
metrics.
We then segment the network to
understand the areas of influence and
their most impactful advocates.

UTILISING NETWORK THEORY
We use basic graph theory, and resulting
metrics, to understand influence in a
given social network.
Looking at the network relationships
allows us to understand how information
has spread in the past, and will likely
spread again in the future across existing
communities.

CONNECTING THE DOTS THROUGH
BETWEENNESS CENTRALITY
We focus on the extent to which nodes
(social media accounts) in the network
act as ‘bridges’, or ‘agents’ and
‘gatekeepers’ as we’re analysing social
networks.
The is calculated by taking each node
and drawing the shortest line to every
other node in the network, then
understanding how often each of these
routes passes through each node. The
output gives us a numeric ranking which
we can use as the basis for
an influencer score.

• Money
• Profile building
• New products first
• Input into New Product
Development
• Usage of products
• Access to experts and
knowledge
• Content inspiration
• A sense of belonging to
a wider movement or
cause
• Social currency
• A face for the campaign
• Network access/reach
• Content creation
• Events
• Positive endorsement
• Authenticity
• Access to their fans
BRANDS OFFER INFLUENCERS OFFER
DEFINING THE VALUE EXCHANGE
By creating a clear value
exchange we can ensure both
our brands and our influencers
benefit from the relationship.

TRANSPARENCY GUIDELINES
Use language that conveys the advertising has been paid for
The commercial nature of the post should be clear before the user
clicks/engages with the content
Notice of the sponsorship should be large and visible enough for a consumer
to notice it in the context of a given page and/or relative to the device the ad is
being viewed on
Be aware of the technical quirks of each platform and what opportunities there
are to identify something as a piece of sponsored content

PLATFORM TRANSPARENCY
Platform Best Practice
Facebook Verified Profiles: Co-branded posts
Non Verified Profiles: #Ad #Sponsored
Instagram Verified Profiles: Co-branded posts
Non Verified Profiles: #Ad #Sponsored
YouTube Indication in title and/or description that it is
sponsored content
Twitter Whitelisted profiles for promoted posts
#Ad #Sponsored for organic posts
Blogs Reference in headline or byline

Gaining access to influencer-owned social data and analytics is becoming
much easier, especially on Facebook and Instagram. When measuring the
effectives, it’s important to try and compare it against other activity.
We measure:
• Impressions & CPM
• Engagement Rate & CPE
• Shares & Share Rate
• Clicks/Acquisitions & CPC/CPA
• Earned media featuring the influencers or their content
• Increased conversation about the brand surrounding the influencers
MEASURING THE IMPACT

THANKS!
Chris Walts
@chriswalts
@chriswalts

Questions?
Chris Walts
Associate Director,
Ogilvy UK
Laurie Close
Global Brand Partnerships,
OgilvyRED
Sarah Edwards
Director,
Ogilvy Public Relations
Asia Pacific