Most people don't understand influencer marketing (webinar)
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Dispelling the most common myths about influencer marketing and discussing how it became so widely misunderstood. A video of this presentation can be seen at: https://upthinkisgood.com/people-dont-understand-influencer-marketing/
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Most people don't understand influencer marketing (webinar)
- 1. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 INFLUENCER MARKETING MOST PEOPLE DON’T UNDERSTAND MATT GIBSON CEO, UPTHINK AND THAT’S GREAT FOR YOU
- 2. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 http://upthinkisgood.com/ people-dont-understand-influencer-marketing If you’re reading this on SlideShare, you should know that I’ve posted a video of the full presentation at:
- 3. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Intro ‣ Matt Gibson FOUNDER & CEO OUTGOING PRESIDENT ADVENTURE PHOTOGRAPHER
- 4. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 PRESENTED BY THE• NON-PROFIT ORGANIZATION • INDUSTRY & INFLUENCER MEMBERS • EDUCATION • NETWORKING • INFLUENCER SEARCH ENGINE Intro ‣ PTBA
- 5. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 PRESENTED BY THE• DIGITAL MARKETING AGENCY • INFLUENCER MARKETING SPECIALISTS • SOCIAL MEDIA GROWTH • CONTENT CREATION • CONSULTING AND TRAINING Intro ‣ UPTHINK
- 6. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Overview Why is influencer marketing so misunderstood? Most people that talk about it are: • Not well informed • Biased WHAT WE’RE GOING TO TALK ABOUT
- 7. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Overview 1. It's (quality) free promotions 2. It's a magic bullet for sales 3. It's smoke and mirrors 4. It's a passing fad 8 INFLUENCER MARKETING MISCONCEPTIONS 5. Reach = success 6. Step 1 = finding influencers 7. Reach > brand fit 8. Followers = Reach
- 8. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect
- 9. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect A Big Part Of The Influencer Marketing Discussion JOURNALISTS INFLUENCERS
- 10. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect
- 11. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect
- 12. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect
- 13. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect
- 14. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Disconnect INFLUENCERSJOURNALISTS ?
- 15. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Opportunity
- 16. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Opportunity 危機 crisis = danger + opportunity
- 17. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 The Opportunity Goal: Correct all of the misconceptions about influencer marketing…well, at least 8 of them.
- 18. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 What it isn’t 1. It's (quality) free promotions 2. It's a magic bullet for sales 3. It's smoke and mirrors 4. It's a passing fad COMMON MISCONCEPTIONS 1. It's (quality) free promotions 2. It’s a magic bullet for sales 3. It’s smoke and mirrors 4. It’s a passing fad
- 19. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 What it is Advertising A paid channel that enables you to reach your target audience with a message about your brand
- 20. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different Unique Advertising Brand message is delivered by a trusted 3rd party
- 21. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different Unique Advertising The message may be delivered through various channels (blog, Facebook, Instagram, etc)
- 22. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different Unique Advertising The message does not interrupt the user's content consumption, but is part of it
- 23. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different Unique Advertising The cost per unit of consumer attention tends to be much lower than other channels
- 24. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different For Example A $500 sponsored blog post received 722 page views of 3:38 Total: 43.72 hours viewing time That’s $11.44/hr or $0.19/min
- 25. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Why it’s different SUCCESS!SUCCESS?
- 26. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 5: REACH = SUCCESS • Very common misconception • Reach is only on possible measure of success • Success = specific business outcome
- 27. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 5: REACH = SUCCESS Some possible business outcomes • Email subscribers • Social media followers • Website traffic • Leads and sales
- 28. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 6 Influencer marketing looks like this FIND INFLUENCERS NEGOTIATE DEALS PUBLISH BRAND CONTENT REPORT RESULTS
- 29. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 6 Influencer marketing actually looks like this GOALS & KPIS IDENTIFY PLATFORM CREATE STRATEGY IDENTIFY INFLUENCERS NEGOTIATE TERMS EXECUTE REPORTING ANALYSIS
- 30. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions ALWAYS START WITH THE DESIRED OUTCOME
- 31. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 7: BIG AUDIENCE > BRAND FIT • One of the most common mistakes is to choose an influencer with big numbers over one that is a better brand match
- 32. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions MISCONCEPTION 8: FOLLOWERS = REACH Monthly traffic ≠ readers of a sponsored post Followers ≠ organic reach on social media≠
- 33. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions TO ESTIMATE SPONSORED POST READERS LOOK AT: • Avg. readers per post • Case studies
- 34. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Misconceptions TO ESTIMATE SOCIAL MEDIA REACH LOOK AT: • Avg. engagement per post • Case studies
- 35. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 Recap 1. It's (quality) free promotions 2. It's a magic bullet for sales 3. It's smoke and mirrors 4. It's a passing fad INFLUENCER MARKETING COMMON MISCONCEPTIONS 5. Reach = success 6. Step 1 = Finding influencers 7. Reach > brand fit 8. Followers = Reach
- 36. upthinkisgood.com matt@upthinkisgood.com+852 8197 4074 http://upthinkisgood.com/ people-dont-understand-influencer-marketing If you’re reading this on SlideShare, you should know that I’ve posted a video of the full presentation at:
Editor's Notes
- WHY INFLUENCER MARKETING HAS A PERCEPTION PROBLEM There are two very loud and opinionated groups of people that don't necessarily understand influencer marketing telling the public about influencer marketing
- Traditional media and influencer Both talk about influencers a lot Only a small minority of people in each group really know what they’re talking about Each group has their own bias Influencers are obviously biased about their own value Inexperienced hard-selling entrepreneurs constantly overhype the benefits of influencers Some traditional journalists are negatively biased because: - Bloggers eroded the business model of traditional media Influencers are competing for (and winning) the same advertising budgets Some older journalists look down on influencers and bloggers as untrained and unskilled
- The result is garbage like this This was a story about man who responded negatively to Dove’s request for him to join a Father’s Day campaign because ‘being a father is not for sale’.
- How I Made $1000 from 1 Instagram photo and you can too
- How this blog make $100K per month
- Traditional media and influencer Both talk about influencers a lot Only a small minority of people in each group really know what they’re talking about Each group has their own bias Influencers are obviously biased about their own value Inexperienced hard-selling entrepreneurs constantly overhype the benefits of influencers Some traditional journalists are negatively biased because: - Bloggers eroded the business model of traditional media Influencers are competing for (and winning) the same advertising budgets Some older journalists look down on influencers and bloggers as untrained and unskilled