How to Leverage Social Shoppers to tell

P R E S E N T E D B YPART ONE

Introduction1We’re In The Midst of a Marketing Shift2Enter Shopper Social Media 3Why Shopper Social Media4

Making Sense of Advocates, Influencers, Bloggers and Web Celebs 5

Determining Strategies and Objectives 6

Shopper Social Media is Not What You Think 7

Conclusion 8

IntroductionYears ago marketing professionals referred to shopper marketing as sales promotion and considered it “below the line” marketing. Anything outside of traditional advertising, such as direct marketing and email marketing, fell into that bucket. But our world has changed, and

While social media began as a fad, it has earned a seat at the grown-up marketing table along with shopper marketing. A Duke School of Marketing survey showed that social media claims nine percent of marketing budgets and should increase to more than 13 percent next year. Over the next five years, marketers expect to carve out 21 percent for social media.

Marketers treated social media as the newest ad channel when it first appeared, but have quickly learned the error of their ways. Traditional

media content does not make for good social content. Good social content is social by design and created with the channel and audience in mind. A television audience is often different than let’s say a Facebook audience. Over time social media and content strategies have matured and given rise to influencer marketing which has quickly become the new marketing love child. Influencers can have as much or more clout than a brand. Some have even reached a status where they have larger, more engaged followers than a long-standing brand itself.

01 Introduction

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The purpose of this white paper is to help bring order to the chaos many know as influencer marketing and to provide insights into this exciting new area of marketing.

But for many, influencer marketing is still a challenge. A recent study by Schlesinger Associates showed 81 percent of those companies that had deployed an influencer campaign were very satisfied with the results. Yet, there are still many challenges the study’s respondents share–the biggest being influencer selection and the rolling out of campaigns. Right behind this challenge was getting the attention of the actual influencers they had selected. But that is not stopping brands and retailers from trying their hand at influencer marketing. As it is with any new, innovative tool, platform or marketing idea, in the beginning it feels like the wild, wild west and this is so true of influencer marketing. You just have to look at the differences in measurement, influencer selection processes and platforms. And each day there is a new company that crops up claiming their stake in the influencer marketing gold rush.

02 Introduction

81%

of companies that deployedan influencer campaign were

very satisfied with the results.

Learn how to amplify new product launches, avoid delisting threats and inspire new usage

occasions for your products!

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