the landscape of influencer marketing in 2017

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Kathy BairdManaging Director of Content +

SocialOgilvy North America

Thomas CramptonGlobal Managing Director

Social@Ogilvy

Kate StollerSenior Account Executive

Ogilvy PR Chicago

José ArteagaCreative Digital Strategist

Social@Ogilvy

Ben RissmanEVP and Group Director

Social@Ogilvy

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The 2017 Landscape of Influencer Marketing

February 9, 2017

Update from 2016

1. Tiers of influence are changing2. Influencers are also content creators3. Influence as a strategy vs. a tactic4. More sophistication in technology5. Increasing eye on disclosure

All still important, but…

There’s more! What’s on tap in 2017?

What we’ll cover today

Trends

Five Major Trends

1. Increase in investment2. Continued focus on micro-influencers3. Questions on automation4. Expectations on measurement5. Leveraging advocacy

What’s the Latest in 2017?

1. Increase in investment

Linquiq Survey of 170 marketers, November 2016

The Rise of the ”Micro” Influencer

• Smaller yet powerful• Tighter connection to audience

and stronger authority yields higher level of outcomes

• Technology and IRM platforms facilitating easier activation and management

2. Continued focus on micro-influencers

3. What’s the story with automation?

• Inherent need for human eye• Increase in asks for carefully

curated programs• Micro-influencers are reluctant

to be “bought”

4. Increased expectations on measurement

“Four out of five US marketers want measurement of influencer marketing ROI to improve.”

• Feeling that measurement capabilities lag

• Desire for better attribution• Expect more data from influencers

Tapping Into Advocacy

• Influence increases as audiences feel a closer connection to the messenger

• Brands are expanding the sphere of influence to include everyday customers and employees

5. Leveraging customer and employee advocacy

Influencer Marketing Examples

Taking A Long Term View Of Influence

• Creating a Center of Excellence for Influence

• Approaching IRM at a category vs. brand level to drive efficiency

• Building long-term relationships with influencers for continuity

As influencer marketing matures, the work will span several organizational functions, demand higher levels of expertise, and require more cross-functional leadership.

B2C Approach

B2C Case Study: Beauty Industry

Mapping Influence

• Determining influence by brand topic vs. by target demo

• Leveraging data analysis to uncovering leading voices within the online conversation

• Using these influencers to extend earned reach

Network analysis is used to understand the influence of individuals, analyzing the quality of their connections and strength of relationships with other influencers, specifically within a subject matter.

B2B Approach

B2B Case Study: Tech Industry

It’s not always easy to incorporate an IRM program into an existing campaign, especially if your audience is on the more specific side. Bigger brands may get away with casting a wider net, more niche brands need to really focus on who they partner with to make sure there is an authentic fit for both parties.

Check out the image to the right for what works about this partnership and post.

The name of the blog is straightforwardand immediately you know there’s a cooking tie.

There’s video content to complete the story on YouTube

Photo begins to tease the narrative and alludes to a larger story to be told on the blog and other social channels. Not branded except in description

Clear disclosure

Engagement from this niche audience

Tagged BrandNiche Audience Approach

Niche Audience Case Study

Tips and Best Practices

IRM Best Practices / Tips and Tricks

Vetting / ID Disclosure Contracting Measurement & Amplification

Best Practices: Vetting and Identification

Best Practices: Disclosure

Best Practices: Contracting

When contracting work with an influencer (and potentially their management) there are many things to keep in mind:

1. What is the value exchange?2. What am I getting?3. Work out all the details upfront.

Best Practices: Measurement & Amplification

Questions?

Kathy BairdManaging Director of Content +

SocialOgilvy North America

Thomas CramptonGlobal Managing Director

Social@Ogilvy

Kate StollerSenior Account Executive

Ogilvy PR Chicago

José ArteagaCreative Digital Strategist

Social@Ogilvy

Ben RissmanEVP and Group Director

Social@Ogilvy