Join LinkedIn's very own Senior Content Marketing Manager, Megan Golden host TapInfluence's marketing all-stars, Laura Smous and Rachael Cihlar, as they unveil their trends for 2017 and guide us through the best way to integrate a powerful influencer marketing strategy.
- Tune into this webcast session to hear:
- TapInfluence's top 10 influencer marketing predictions for 2017
- Where you should invest as a B2B marketer
- How traditional social metrics won't cut it when it comes to measuring impact
4. MEET YOUR SPEAKERS
RACHAEL CIHLAR
MANAGER, INFLUENCER MARKETING STRATEGY
TAPINFLUENCE
@RAISINANN
@LINKEDINMKTG
LAURA SMOUS
HEAD OF PRODUCT MARKETING
TAPINFLUENCE
@LAURASMOUS
MEGAN GOLDEN
SENIOR CONTENT MARKETING
MANAGER
LINKEDIN
@GOLDMEGS
5. @RAISINANN
Rachael strategizes, designs,
implements, and optimizes influencer
marketing campaigns and programs for
brands and agencies. When she’s not
working with senior executives at
leading digital and PR agencies, or with
social media teams inside top brands,
Rachael is actively monitoring trends
and data in consumer buying behavior.
RACHAEL CIHLAR
Manager, Influencer Marketing Strategy@tapinfluence #GetHeard
6. @LAURASMOUS
Laura is a versatile brand strategist and
marketing leader, merging strategic,
creative and technical skills towards
developing memorable, effective brands
and products that provide novel
solutions to business problems.
LAURA SMOUS
Head of Product Marketing @tapinfluence #GetHeard
7. 2017: NINE PREDICTIONS
Influencer marketing moves faster
than the speed of social. If you’re
just catching up, you’re already
behind. We’re here to help you
separate fact from fiction for 2017.
WE CUT THROUGH
THE HYPE, SO YOU
DON’T HAVE TO
8. Webinar: Where to Place Your
Bets in 2017
INFLUENCER
MARKETING
PREDICTIONS
9. Micro-influencers
Traditional metrics? BS
Online/offline experiences blur
01
03.
02.
2017: NINE PREDICTIONS
Audience > Influencer
Real-time social = less control
05
04.
B2B! B2B!
MarTech stack acceptance
SMBs/SMEs can play, too
06.
08.
07
Smart agencies seize the day
09
10. More influencer marketing campaigns and campaign
dollars pass through TapInfluence’s marketplace than
anywhere else. Any social platform, any influencer—
we have the data, technology and expertise to make
influencer marketing work for you.
Why listen to us?
@tapinfluence #GetHeard
16. DISNEY
The last step for big dollars to flow into
influencer marketing and branded
content is measurement.
17. HOW DO YOU MEASURE
SUCCESS/ROI OF YOUR
INFLUENCER EFFORTS?
WHAT DATA IS IMPORTANT
TO MEASURE?
(RANK IN ORDER OF
IMPORTANCE, 1= MOST
IMPORTANT)
*Original research from Altimeter & TapInfluence
2.89 – ENGAGEMENT
MARKETERS WANT REAL RESULTS
3.87 – BRAND AWARENESS
4.11 – SALES LIFT
4.67 – TRAFFIC
4.74 – REACH
5.07 – SHARE OF VOICE
5.28 – SENTIMENT
5.37 – IMPRESSIONS
19. JONAH PERETTI
I feel like what you see in the industry now is people jumping
around and trying to find the God metric for content. It’s all
about shares or it’s all about time spent or it’s all about pages or
it’s all about uniques. The problem is you can only optimize one
thing, and you have to pick, otherwise all you’re doing is making
a bunch of compromises, if you try to optimize for multiple
things.
21. FROM INTERRUPTED TO INTEGRATED
*Think with Google/Google Survey
66% OF SMARTPHONE
USERS TURN TO
THEIR SMARTPHONES
TO LEARN MORE
ABOUT SOMETHING
THEY SAW ON TV*
22. FIRST TO TIE
INFLUENCER
MARKETING TO
IN-STORE SALES
PROVEN SALES LIFT
PARTNERSHIP
WITH NIELSEN
CATALINA
SOLUTIONS
DONE USING
TRACKING PIXEL
IN
TAPINFLUENCE
PLATFORM
CURRENTLY
RUNNING
STUDY WITH
SCRIPPS AND
LIPTON TEA
@tapinfluence #GetHeard
24. ADWEEK
Welcome to the Wild West of
Influencer Marketing
Choosing the correct influencer is key. Knowing how engaged
and interested the influencer’s community will be in a brand is
critical. Having a huge number of followers means a potentially
less targeted campaign, which is why many brands are
choosing to work with a higher number of influencers with a
lower but more engaged and appropriate audience.
25. The influencer is not the audience.
Shift away from relying solely upon
influencers’ characteristics to
identify them and toward the union
of audience, influencer and
performance data. Opt for
platforms that provide the whole
picture, over tools that only provide
one piece of the puzzle, such as
influencer identification.
You already know how to do this.
Just as influencer marketing itself
is a natural extension of word-of-
mouth marketing, reimagined and
made scalable for the social age,
we see audience targeting in
influencer marketing as a natural
marriage of what marketers do in
traditional marketing, to this
emerging discipline.
Start with a clear definition of your
ideal customer. Then, look at an
influencer’s ability to effectively
reach—and influence—that
customer, using real data about an
influencer’s actual audience
composition, such as location,
gender, age, income, brand
affinities, interests and personality
traits.
3 THINGS TO KNOW
REMEMBER
28. REAL TIME = REAL CREATIVE FREEDOM
*Original research from Altimeter & TapInfluence
52% OF INFLUENCERS
CITE “OVERLY
RESTRICTIVE CONTENT
GUIDELINES” AS THE
BIGGEST MISTAKE
BRANDS MAKE WHEN
WORKING WITH
INFLUENCERS.
31. B2B AND B2C BECOME H2H
DIGITAL MARKETERS
LOOKING TO SET THEIR
B2B COMPANIES APART
WILL BE LEADING THE
CHARGE—AND
REAPING THE
REWARDS.
32. As personal and professional lives
blur, innovative B2B marketers
recognize their buyers are people,
and that purchase decisions are
made by humans—real consumers
who distrust brand messaging, do
their homework and investigate B2B
brands—long before they have fallen
into the dreaded funnel.
Despite the pool of influencers being
smaller, the stakes are much higher,
when your professional reputation
depends on you making the best
purchase decision for your company.
B2B buyers will depend on those
trusted voices even more. Those who
emerge as B2B influencers will carry
more weight.
B2B marketers feel burned by a lack
of meaningful metrics around their
social media marketing and content
marketing efforts, and Return On
Marketing Investment (ROMI) and
Return on Advertising Spend (ROAS)
are hot topics in organizations that
live and die by analytics. Data is
ingrained in everything they do.
MICRO-INFLUENCERS
(AGAIN)
MEASUREMENT
(AGAIN)
THE HUMAN JOURNEY
DRIVING B2B IM
33. TAPINFLUENCE
Challenger brands emulate the branding, culture—
and technology stack—of companies they aspire to
be like. At the end of the day, it’s real people, not
companies, buying B2B products and services.
34. TWEET
As high-growth B2B companies
become media darlings, people attach
personal significance to brands they
use at work. @Tapinfluence
#GetHeard
36. The marketing technology stack has gotten
more complicated, especially for larger
businesses. Enterprise marketing teams are
leveraging 60 to 80 different marketing
technologies.
– DEMAND GEN
REPORT
37. Marketers desperately need ways to
see the whole landscape, and we
predict rapid integrations with other
business systems, starting with the
rest of the martech stack, as well as
business intelligence (BI) platforms.
Making influencer marketing relevant
to the rest of your organization is key
to expanding the budget for the most
successful strategy in your arsenal.
Move it from experiment to necessity
by picking partners who play well with
those who already have earned a
spot on the roster.
With revenue attribution as the holy
grail, influencer marketing platforms
that are already starting to talk to
these other platforms—sharing
content, performance data, insights
and more—dramatically increase
their value to organizations.
MAKE IT MAINSTREAM TIE IT TO REVENUE GET A VANTAGE POINT
MAKING IT WORK
38. TWEET
The disjointed martech stack has
reached fever pitch; marketers have
more data than ever, yet fewer
insights. @Tapinfluence #GetHeard
40. CUSTOMER EXPERIENCE
LEVEL PLAYING FIELDMAXIMIZED RESOURCES
UNPRECEDENTED OPTIONSGET HEARD
HIGHER CAMPAIGN ROI
For challenger brands, doing more
with less is a way of life. This
extends to their early investment in
marketing technology, as well, and
influencer marketing fueled by
smart automation platforms.
To steal hearts and minds away
from established competitors,
smaller brands need much more
effective ways of reaching millions,
without the benefit of time,
resources or large budgets.
SMB/SMEs need innovative ways
to reduce dependencies on human
resources, gain the most efficiency
from their existing resources and
squeeze the highest possible ROI
out of any campaigns and
marketing spend.
Challenger brands need a way to
break through the clutter that is
advertising today. Without
technology, most simply would not
have access to the means to get
heard by consumers.
Challenger brands today are
keenly aware their success
requires attention to the customer
journey, long before they win
customers from larger competitors.
As influencer marketing platforms
use their experience, technology
and data to create increasingly
affordable and predictable ways of
getting a return, expect more
SMB/SMEs to join the fray.
SMBS AND SMES
42. BRAD JAKEMAN
President, PepsiCo, on whence
innovation and disruption come
[It] comes from diverse, creative, passionate
people and agencies who are prepared to
take calculated risks.
43. A NEW POWER MIDDLE
BRANDS WILL USE MORE
BRANDS WILL USE FEWER
AGES
FREE AGENT INFLUENCERINNOVATION <> OPTIONAL
TRANSPARENCY REIGNS
Disintermediation will continue to
occur for low-and-no-value
activities. Brands will shrink their
rosters to exclude agencies who
focus here, in favor of innovators.
At the same time, brands will beef
up their use of highly strategic,
highly creative agencies that
deliver influencer capabilities and
act as accountable marketers.
On the heels of adblocking and bot
fraud, a scathing June ANA report
shows kickbacks and lack of
disclosure, further straining
agency-advertiser relationships.
Agencies will differentiate with
innovation practices that
leveraging their agility and
breadth, helping clients navigate
constantly changing social seas.
Challenger agencies will win more
deals, unseating the slow moving
giants, who are unused to focusing
on growth and revenue, their own
and that of their clients,
Smart agencies realize the value
of influencer relationships is not in
keeping a stranglehold over them
rather being an impactful bridge
between strategy and creators.
AGENCIES IN 2017
44. 2017: NINE PREDICTIONS
#10: Authenticity is everywhere.
We realized our tenth prediction was woven into everything you do with
influencer marketing. As more brands and influencers enter the arena,
authenticity will be the key to success. This means going past just adhering to
FTC disclosure regulations and embracing the spirit of honesty in all sponsored
content.
Invest now
Try things
Know what works and what doesn’t work going into 2017
Don’t wait for these to move from differentiating to the norm
Last year was all about catching up
This year is all about seizing opportunities (before everyone else does)
We’ve made every mistake imaginable for six years, so you don’t have to do the same.
We’re constantly monitoring the landscape. It’s kind of sad.
In the next year, we’ll see brands questioning the use of celebrity endorsements online for a few reasons. First, people want to be celebrities, not necessarily purchase everything they tout. Secondly, they aren’t quality content creators. Just look at what happened with Scott Disick a few weeks ago (insert Scott Disick example).
A recent study from Collective Bias found nearly a third of consumers surveyed are more likely to purchase a product by a non-celebrity blogger than by a celebrity. 70% of millennials had the strongest preference for “peer” endorsements.
Lastly, there are better, and more qualified influencers who can create content on behalf of brands for consumers. Not only is it better creative, it resonates with consumers.
Lastly, there are better, and more qualified influencers who can create content on behalf of brands for consumers. Not only is it better creative, it resonates with consumers. In fact, this article in VentureBeat explains how teens are developing emotional attachments to YouTube stars seven times greater than toward a traditional celebrity. The same study states YouTube stars are perceived as 17 times more engaging, and 11 times more extraordinary than mainstream stars.
True influencer is about finding influencers who aren’t just SMEs, but who reach your audience, no matter how small. As we mentioned before, the early days of influencer marketing made it seem like only CPG and food brands could take advantage of this emerging industry. This will change with the rise of micro influencers and the technologies that can help you identify true influence.
But how do you work with these types of influencers at scale? We recommend identifying a few quality content creators who are either the micro influencers themselves, or SMEs, and then use other like-minded micro influencers to distribute your message.
Engagement (comments, likes, shares, retweets, pins, etc…
As we just discussed,
https://medium.com/@ev/a-mile-wide-an-inch-deep-48f36e48d4cb#.1uncmc1xw
As strategies for influencer marketing become more sophisticated, so will the way we measure it. If you’re working with an influencer marketing solution that only touts EMV or TMV – think bigger. Media values are no longer relevant and we see the social networks taking cues from this. In fact, Instagram is reportedly introducing analytics to show which posts are most effective at converting to followers. This is great for brands who want insight on which posts are successful and should be strategies they should continue to deploy.
We also see views becoming less relevant – why? They are a passive engagement. Engagements – whether it’s a like, comment, share, or click to your brand’s page – are more important and indicate consumers want to see more brand content. In the next year we’ll see even more integration between social listening to identify strategies consumers want to see and then again to measure lift in sentiment post-campaign.
True ROI will be more important than ever. As top brands and agencies lean into influencer marketing, they will need confirmation that it’s actually affecting their bottom line. Sales lift will be (and already is) critical to justify bigger budgets for influencer marketing, but also bigger returns.
EMV and TMV. Marketers have relied on these measures for years, but as traditional media values themselves become irrelevant, people are realizing the fallacy of any metrics based on them. Social media is taking the lead on developing measures that track the types of actions that matter in the digital era. For instance, Instagram is reportedly introducing analytics to show which posts are most effective at converting to followers. Smart move, and we expect to see more like it in the coming year.
Views. In the era of traditional media, views were an important metric because they were, in most cases, as deep as a marketer could hope to understand. Content, by nature, was not interactive, so there was no need for metrics that measured interaction. The digital era is different, so this year, marketers will abandon views as an acceptable performance metric and turn instead to metrics that speak to real engagement with content: likes, shares, comments, and clickthroughs. In addition, we expect to see even more integration with social listening to identify content consumers want to see, and to measure lift in sentiment post-campaign.
https://medium.com/@ev/a-mile-wide-an-inch-deep-48f36e48d4cb#.1uncmc1xw
Ev WilliamsFollowing
Reader, writer, ponderer, father. CEO of Medium // @ev
In the next year, we’ll see brands questioning the use of celebrity endorsements online for a few reasons. First, people want to be celebrities, not necessarily purchase everything they tout. Secondly, they aren’t quality content creators. Just look at what happened with Scott Disick a few weeks ago (insert Scott Disick example).
A recent study from Collective Bias found nearly a third of consumers surveyed are more likely to purchase a product by a non-celebrity blogger than by a celebrity. 70% of millennials had the strongest preference for “peer” endorsements.
Team of technologists
We’ve been doing it the longest
Petabytes of data
Influencers also cite requiring drafts for every post as invasive and a major mistake that brands make.
Brands want control of messaging and content and influencers feel that marketers are too controlling. Influencers are followed because of their authenticity and brands stated this is their number one priority. Clearly controlling the message is counter productive.
Team of technologists
We’ve been doing it the longest
Petabytes of data
The writing is on the wall; the B2B and B2C paths to purchase are converging. What does this mean for influencer marketing?
Smart B2B marketers are already testing the waters, or at least asking questions about how this might work for their brands.
The rise of micro-influencers – Figuring out how and who to work with to do B2B influencer marketing effectively and authentically will be a challenge for many brands. Why? There are simply fewer trusted voices talking about, say, productivity tools or supply chain management software than there are talking about what to make for a Super Bowl party, travel hacks or DIY projects. B2B influencers may also be be more limited than B2C influencers around how many brands about which the can speak authentically. Don’t be fooled, though. Despite the pool of influencers being smaller, the stakes are much higher, when your professional reputation depends on you making the best purchase decision for your company. B2B buyers will depend on those trusted voices even more, and the perspectives of those who emerge as B2B influencers will carry more weight.
Increased scrutiny on metrics, especially social – At a time when B2B marketers feel burned by a lack of meaningful data around their social media marketing and content marketing efforts, and Return On Marketing Investment (ROMI) and Return on Advertising Spend (ROAS) are hot topics in organizations, live and die by analytics. Data is ingrained in everything they do.
http://www.brandquarterly.com/millennials-new-push-purpose-b2b-branding
http://adage.com/article/agency-viewpoint/make-b-b-content-sexy/303919/
https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
http://www.forbes.com/sites/forbesagencycouncil/2016/05/24/seven-important-metrics-to-gauge-the-success-of-your-online-advertising-efforts/2/#1b512ead7544
Further, we live in a world where people’s personal and professional lives and identities are becoming almost indistinguishable from one another. As high growth B2B companies become media darlings, people attach more and more personal significance to the brands they use at work. Challenger brands emulate the branding, culture—and technology stack—of companies they aspire to be like. This means individuals, not companies, are buying B2B products and services.
Will B2B influencer marketing be commonplace by the end of 2017? Maybe not, however digital marketers looking to set their B2B companies apart will be leading the charge—and reaping the rewards.
“One of the key attributes of the space is that its scope and marketing relies on so many pieces that the Microsofts and SAPs of old –which assembled monolithic building blocks of tech — no longer really apply. All the companies in the space are constantly iterating and borrowing or partnering from each other. “The real story is: how do you leverage the opportunities,” says Brinker.”
http://localonliner.com/2016/03/21/martechs-87-growth-in-2016-its-impact-on-local-smb-and-niche-marketing/
In the next year, we’ll see brands questioning the use of celebrity endorsements online for a few reasons. First, people want to be celebrities, not necessarily purchase everything they tout. Secondly, they aren’t quality content creators. Just look at what happened with Scott Disick a few weeks ago (insert Scott Disick example).
A recent study from Collective Bias found nearly a third of consumers surveyed are more likely to purchase a product by a non-celebrity blogger than by a celebrity. 70% of millennials had the strongest preference for “peer” endorsements.
51% rise in SMEs since 2000 — The 2010s will be marked by the rise of Small to Medium Enterprises, thanks to the internet. #digitalmarketing