5. Which Influencers generate the least bang
for their buck ? Travel & Tourism do 2nd best
INDUSTRY INSIGHTS
Average earned media value for each US$ spent on
influencer marketing campaigns in 2015 by advertiser category in US$
1: Earned Media Value for every US$1 of paid media spent on
RhythmOne influencer marketing campaigns Sources: matteopogliani.it;
ALCOHOLIC BEVERAGES
TRAVEL & TOURISM
CPG FOOD
SUPERMARKETS
TOYS & GAMES
HOME & GARDEN
CARE & BEAUTY
HEALTH & PHARMA
RETAILERS & APPAREL
21.03
18.98
12.03
10.59
10.51
10.26
7.04
6.72
6.66
6. The biggest challenge is planning marketing
activities: Choice of influencer Toughest
INDUSTRY INSIGHTS
Main challenges detected when rolling out influencer marketing strategy¹
1: N=967 decision makers within relevant industries;
worldwide Source: LaunchMetrics
75%
69%
53%
32%
IDENTIFY THE RIGHT
INFLUENCERS
FIND THE RIGHT
ENGAGEMENT TACTICS
MEASURE THE PERFORMANCE
OF PROGRAMS
KEEP TRACK OF
INFLUENCER ACTIVITY
GET YOUR TOP1OO
RESEARCH
7. Influencers are useful,
in particular to boost awareness & sales
INDUSTRY INSIGHTS
Effectiveness of Influencer engagement, by marketing objective¹
RAISE BRAND AWARENESS
GENERATE SALES LEADS
INCREASE CUSTOMER LOYALTY
very effective
effective
ineffective
49%
44%
7%
27%
48%
25%
26%
50%
24%
1: N=967 decision makers within relevant industries;
worldwide Source: LaunchMetrics
8. YouTube is most profitable: Influencer pay
varies greatly depending on platform & reach
INDUSTRY INSIGHTS
Average earnings in 1,000 US$ per influencer post by platform and number of followers
Sources: The Economist; Captiv8
13%
25%
125%
187%
300%
6%
13%
63%
94%
188%
5%
10%
50%
75%
150%
5%
10%
50%
75%
150%
2%
4%
20%
30%
60%
NUMBER OF
FOLLOWERS:
100 - 500k
500K – 1m
1 - 3m
3 - 7m
more than 7m
13. ARE YOU AN INFLUENCER ?
IT’S A PERSON WHO EXPRESSES A
CONTEXTUALLY
RELEVANT MESSAGE
By working with them you're
able to distribute your
message the right way, at
the right time, and through
the Influencer you will also
access the right people
TO ELICIT ACTION
FROM OTHERS
Research findings suggest
that more than 90% of all
consumers read online
reviews before they buy
THAT IS MEANINGFUL
ENOUGH
They can help your brand to
build credibility by guiding
you to produce content that
truly meets the needs of
your consumers, because
they are so close to reality
Not an organization
Not Stakeholder Mgt
Not PR
14. WHEN WOULD YOU NEED IT IN YOUR MARKETING PLAN
PRODUCT LAUNCH
How might we generate
buzz and drive interest
for a new product?
BRAND AWARENESS
How might we increase
share of voice and
boost positive brand
mentions?
LEAD GENERATION
How might we follow
prospects and generate
high quality leads?
CRISIS MANAGEMENT
How might we reduce
the negative impact of a
communication crisis?
1 2 3 4
34. MARRIOTT HOTELS
“One of our targets is the next-generation
traveler, or younger traveler. We’re
partnering with storytellers who produce
compelling stories and we’re the hero in
the story enabling that story to be told.
Snapchat is one of the biggest platforms
young people use.”
43. TO DO nr4 -> RESEARCH YOUR TOP1OO
Carole Lamarque
44. 5 INFLUENCER MANAGEMENT TOOLS
BOOK
KEYNOTE
WORKSHOP
RESEARCH
#1
#2
#3
The book is available at a
volume discount
The book describes the steps
to take in order to build a
successful influencer
marketing plan
The keynote promotes
the need for influencer
marketing skills
You can book Carole
Lamarque for keynote
sessions. As from 40 books a
lower fee will apply.
The interactive
Workshop follows the
steps & methodologies
described in the book
Workshops will build your
Influencer marketing plan
together with the
marketing, service, sales
teams (8 to 12 members),
and share the principles for
success
#5
INFLUENCER MANAGER
#4
Advanced
Analytics
1/ TOP100 Long List
Influencers
2/Recommended Short List
to allow preparation of a
detailed content briefing or
plan.
3/ List of who influences the
short listed influencers.