LISTEX 2019 INFLUENCER MARKETING
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This document discusses influencer marketing, defining it as not being a magic bullet or exclusive to other marketing strategies. It does not define ROI or discuss different types of influencers like ambassadors versus endorsers. The document then discusses how to identify good influencers through research, managing expectations, and creative control. It notes that distribution is important for content and that content should be tailored to different social media platforms. The document discusses examples from Fusion Media and The Running Channel YouTube brand.
LISTEX 2019 INFLUENCER MARKETING
- 4. GREAT CONTENT DESERVES TO BE SEEN Jon Binstead, Co-founder
- 5. INFLUENCER MARKETING - OPPORTUNITY OR DISTRACTION?
- 6. DEFINING INFLUENCER MARKETING Not exclusive to other marketing strands No magic bullet It is not performance marketing What does ROI mean to you? Ambassadors vs. endorsers 1905: Murad Cigarette Roscoe “Fatty” Arbuckle
- 7. PUBLISHERS INFLUENCERS CELEBRITIES Publisher/fan page Content curation Social media first Content creators Notoriety outside of & recognisable off social DEFINING INFLUENCE
- 8. TALKING TO THE SOCIAL GENERATION
- 9. WHAT MAKES A GOOD INFLUENCER? IDENTIFICATION RESEARCH Self service online platforms Influencer/talent agencies Know your audience Write a good brief Fake follower analysis Do they make their own content? Manage expectations Who owns the content?
- 10. CREATIVE CONTROL The aim is to create something that is engaging, relevant and fits with content influencers would normally produce. HANDS-OFF CONTROL FREAK
- 11. “CONTENT IS KING... BUT DISTRIBUTION IS THE QUEEN AND SHE WEARS THE PANTS!” (Jonathan Perelman of BuzzFeed)
- 12. TAILOR CONTENT TO YOUR TARGET PLATFORM Advertising on TV is not close to being dead...
- 13. TAILOR CONTENT TO YOUR TARGET PLATFORM ...but serving those ads on social should be.
- 14. THE GOOD
- 15. THE BAD
- 16. THE UGLY
- 17. THANK YOU
- 20. FUSION MEDIA The integrated marketing communications agency for active people Social Media, PR, Communications and Influencer Management Tour de France Brompton Bicycles Haute Route cycling events Red Bull athletes and events Shimano
- 21. THE RUNNING CHANNEL YouTube channel and content brand Associated social channels Creating video content for the world’s community of runners Educational, entertaining, relatable and inspired by community generated ideas and questions.
- 23. OUR MISSION OUR MISSION IS TO BUILD A HOME FOR THE WORLD’S COMMUNITY OF RUNNERS ONLINE - CREATING CREDIBLE, INTERESTING AND FUN CONTENT TO INSPIRE AND INFORM
- 24. Consumers head to specific PLACES for specific INFORMATION and experiences SPECIALISATION // NICHES
- 25. Consumers trust relevant people for relevant information CREDIBLE
- 26. They need to be able to RELATE Proportion of audience who CARE RELATABLE INSPIRATION RELATABILITY
- 27. They need to be BELIEVABLE AUTHENTIC
- 28. What they want Trusted, fun, relatable information Share & contribute Be part of a community Answers to their questions To get better, stronger and fitter AUDIENCE
- 29. What they want Credible way to reach consumers Third party stamp of approval Guaranteed target audience Measurable ROI from squeezed budgets CLIENTS
- 30. of all consumer internet traffic will be made up by online videos by 2022 — 15 times higher than it was in 2017 (Cisco). of people watch online videos every week, and 55% view online videos every day (Hubspot) of a message is retained by viewers when they watch it in a video, compared to 10% when reading it in text (Insivia). of users watching video on mobile will share it with others (Wordstream). 82% 92% 78% 95% WHY IT WORKS
- 31. 31 INFLUENCER AUDIENCE CLIENT Carefully selected Curates natural content Part of overall strategy Given clear guidelines Can be vulnerable No behaviour change Engages Feels involved Positive association Third party approval Reduce content spend Embrace UGC Speak directly to target audience Can tell your story and BE HEARD
- 35. Tom Parsons Wildfire Social Andy Baddeley Fusion Media Iain Martin Moderator INFLUENCER MARKETING
- 36. SPONSORS