influencer marketing benchmarks and other key takeaways
TRANSCRIPT
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Today’s Presenters
Katie PaulsenSenior Director of Brand Sales, RhythmOne
Caitlin QuarantoSenior Director of Influencer Marketing, RhythmOne
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Influencer Content Program Overview
Content Creation
Social Amplification Distribution
60k
27k
4k
57k
1k
1k
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Methodology: Program Distribution
Advertiser Vertical (% of Total 2014 Influencer Programs)
23%
19%
15%13%
6%4% 4%
16%
Retailers & Apparel CPG Foods Grocers & Supermarkets Tourist Destinations & Travel Shoes Home & Garden
Toys & Games Others
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Definition of Earned Media Value
Earned Media Value refers to the media value that can be attributed to publicity, social sharing and endorsement. It is an effective measure of an advertising campaigns success at reaching beyond the bounds of it’s paid placements and a good way to understand the “amplification-effect” of Influencer Marketing.
EARNED MEDIA COMPONENTS
Blog Comments/Replies
Contest Entries
Facebook Shares
Facebook Comments
Facebook Likes
Facebook Shares from Posts
Re-Tweets
Twitter Favorites
Twitter Shares from Posts
Pinterest Re-Pins
Pinterest Likes
Pinterest Shares from Posts
Instagram Comments
Instagram Likes
Google+ Comments
Google+ Likes
Google+ Shares from Post
15% of Facebook Reach
5% of Twitter Reach
20% of Pinterest Reach
25% of Instagram Reach
20% of Google+ Reach
Clicks to brand URLs & shares using campaign hashtag
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Results
$6.85RhythmOne
Average
Earned Media Valuefor Every Dollar of Paid Media
[By Advertiser Category]
CPG Food Success
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• Mom target• Multiple posts per blogger• Social Amplification• Distribution units
EMV of
$11.33 for every dollar of paid media
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Retail/Apparel Success
• Millennial Target• Multiple posts per blogger• Social Amplification• Distribution Units• Giveaways • Brand use of content
EMV of
$10.48for every dollar of paid media
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Travel Success
• Influencer selection (geos for travel)
• Social Amplification• Distribution Units• Experiential
EMV of
$7.04for every dollar of paid media
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Best Practices
• The Right Influencer• Content Ideation• Brand Ambassadors• Giveaways• Getting Creative• Social Amplification• Distribution Units• Brand Enthusiasm
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The Right Influencer
by PASSIONMoms Millennial Nutrition Crafts
AutoDécor Music Food Green
TechFashion Wellness Gaming Gadgets
TravelBeauty DIY Fitness Sports
Entertaining
by PLATFORM
3. by VOICEQUALITY CREATORSUnique custom content creator
FIRST-CLASSPremium high end spokesperson
BUZZ BUILDERSEveryday influencers
EMERGE:
ACCELERATED GROWTH RATE
7 key ingredients in our search for emerging digital INFLUENCERS
SOCIAL POWER
VIRAL DISTRIBUTION
COMMUNITY LEADERSHIP
CONSUMER ENGAGEMENT
AESTHETICALLY APPEALING
EXPERTISE IN FOCUSED AREA
Key Influencer Traits
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Content Ideation
• Utilize experts to create a strategy• Authenticity through influencer creativity & voice
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Brand Ambassador Programs
Building Influencer Relationships to consistently connect with their communities
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Brand Enthusiasm | Social
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Summary
• The Right Influencer• Content Ideation• Brand Ambassadors• Giveaways• Getting Creative• Social Amplification• Distribution Units• Brand Enthusiasm