The Future of Influencer Marketing
1IY5aRj
1IY5aRj
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
<strong>The</strong> <strong>Future</strong><br />
<strong>of</strong> <strong>Influencer</strong><br />
<strong>Marketing</strong><br />
6 Predictions Your Brand or<br />
Agency Can Bank On
Table <strong>of</strong><br />
Contents<br />
1<br />
4<br />
Introduction<br />
Prediction 1:<br />
Brands will “get” what consumers already know:<br />
That traditional digital ad tactics suck<br />
11<br />
Prediction 2:<br />
Brands and agencies will falter before mastering<br />
the new, trusted web<br />
15<br />
21<br />
Prediction 3:<br />
Brands will deepen customer relationships<br />
through influencer marketing<br />
Prediction 4:<br />
Content distribution will drive content creation<br />
26<br />
31<br />
Prediction 5:<br />
<strong>Influencer</strong> marketing automation will bring new<br />
efficiencies to marketers<br />
Prediction 6:<br />
<strong>Influencer</strong> marketing automation will change<br />
how you influence<br />
34<br />
Learn More
Introduction<br />
Hi. Welcome to <strong>The</strong> <strong>Future</strong> <strong>of</strong> <strong>Influencer</strong><br />
<strong>Marketing</strong>: 6 Predictions Your Brand or<br />
Agency Can Bank On, a report on what’s<br />
coming in the world <strong>of</strong> influencer marketing.<br />
Although this ebook isn’t an introductory<br />
primer, marketers new to the space will gain<br />
plenty <strong>of</strong> useful information that will serve in<br />
campaigns to come.<br />
We’re skipping over the basics because we<br />
assume you already know a little something<br />
about influencer marketing.<br />
1
2 Introduction<br />
<strong>The</strong> <strong>Future</strong> <strong>of</strong> <strong>Influencer</strong> <strong>Marketing</strong> will not<br />
only help you figure out how to ramp up and<br />
optimize your influencer marketing efforts; it will<br />
also dispel some <strong>of</strong> the myths circulating about<br />
influencer marketing and preview what’s on the<br />
horizon. Our predictions come from industry<br />
research and our own proprietary data—<br />
data we’ve been gathering from our clients’<br />
programs over the past six years.
<strong>Influencer</strong> marketing<br />
is catching fire.<br />
It’s an exciting time,<br />
and we’re glad to be a part <strong>of</strong> it.<br />
When you see what’s coming, we think<br />
you’ll be glad to be part <strong>of</strong> it, too.<br />
3 Introduction
Prediction 1<br />
Brands will “get”<br />
what consumers<br />
already know: that<br />
traditional digital ad<br />
tactics suck<br />
Pop-up videos. Pop-under ads. Autoplay<br />
videos. Banner ads.<br />
As marketers, why did we ever think that<br />
“disrupt and distract” methods <strong>of</strong> reaching<br />
consumers were a good idea?<br />
You know: Radio. TV. Print. Direct mail.<br />
<strong>The</strong>n came the Internet. And we considered it<br />
just another channel.<br />
So we digitized our brochures and put<br />
them on our shiny, new websites. And we<br />
surrounded those brochures and loaded up<br />
those websites with banner ads to monetize<br />
the new medium.<br />
Next came email, video, mobile, and social ….<br />
Digital advertising quickly got out <strong>of</strong> hand<br />
from there.<br />
Here’s why: Because until social media came<br />
along, all we’d ever known were the oneway<br />
communication methods we’ve been<br />
practicing since the dawn <strong>of</strong> advertising.<br />
4
With the advent <strong>of</strong><br />
social, consumers<br />
found their voice<br />
online, and all hell<br />
broke loose.<br />
Consumers were fed up with being “talked at”<br />
and interrupted by brands online.<br />
<strong>The</strong> sudden rise <strong>of</strong> social gave them a<br />
newfound voice in what was, essentially, our<br />
game. And they wasted no time making their<br />
opinions known.<br />
Adblockers<br />
are one <strong>of</strong> the chief<br />
killers <strong>of</strong> our digital ad<br />
efforts today.<br />
After “X”ing and “deleting” and complaining<br />
to whomever would listen, these ticked-<strong>of</strong>f<br />
consumers drove the birth <strong>of</strong> the adblocker.<br />
5<br />
Prediction 1
Adblockers: digital<br />
advertising’s public<br />
enemy #1<br />
Did you know? Adblock technology is<br />
expected to reach full saturation in just a<br />
few years.<br />
NPR just reported that adblock usage is up<br />
70 percent from 2014 2 .<br />
Even Apple is getting into the adblock game,<br />
allowing developers to create ad blockers for<br />
Safari 3 .<br />
What’s your brand doing<br />
about it?<br />
47%<br />
<strong>of</strong> consumers<br />
are using<br />
adblockers 1<br />
-Reuters<br />
1<br />
https://reutersinstitute.politics.ox.ac.uk/sites/default/files/Reuters%20Institute%20Digital%20News%20Report%202015_Full%20Report.pdf<br />
2<br />
http://www.npr.org/sections/alltechconsidered/2015/07/20/424630545/with-ad-blocking-use-on-the-rise-what-happens-to-online-publishers<br />
3<br />
http://9to5mac.com/2015/06/10/block-ads-ios-9-safari-iphone/<br />
6<br />
Prediction 1
Bots: another reason<br />
to shift budget<br />
away from digital<br />
advertising<br />
If adblockers are bad, then bots—automated<br />
web crawlers that mimic human behavior and<br />
create false engagement data wherever they<br />
go—are downright evil.<br />
Bot s<strong>of</strong>tware, simple to create and deploy,<br />
has become a multi-billion dollar problem for<br />
the digital advertising industry, accounting for<br />
two-thirds or more <strong>of</strong> all digital engagement.<br />
Recent studies place that figure at as high as<br />
98 percent 4 .<br />
metrics. This year, that amount could be as<br />
high as $29 billion 5 .<br />
To learn more about bots and how to<br />
protect yourself, check out <strong>The</strong> Bot Baseline:<br />
Fraud in Digital Advertising, a report by the<br />
Association <strong>of</strong> National Advertisers and White<br />
Ops, a pioneer in the detection <strong>of</strong> bots and<br />
malware on the web.<br />
Know what this means? It means that all<br />
those clicks you see registering on your paid<br />
advertisements are not from humans. <strong>The</strong>y’re<br />
from bots, which are duping brands out <strong>of</strong><br />
billions <strong>of</strong> dollars through false engagement<br />
4<br />
http://oxford-biochron.com/downloads/OxfordBioChron_Quantifying-Online-Advertising-Fraud_Report.pdf<br />
4 http://oxford-biochron.com/downloads/OxfordBioChron_Quantifying-Online-Advertising-Fraud_Report.pdf<br />
5<br />
https://www.thinkwithgoogle.com/infographics/5-factors-<strong>of</strong>-viewability.html<br />
7 Prediction 1
<strong>The</strong> new norm:<br />
consumer behavior ...<br />
sans trust<br />
That brief history lesson brings us to the<br />
state <strong>of</strong> affairs today.<br />
We as marketers are tired <strong>of</strong> throwing dollars<br />
at ad methods that no longer work.<br />
We’re scratching our collective head,<br />
wondering where to turn.<br />
As consumers, we now have a voice. We now<br />
have a choice. And we love to use both.<br />
As marketers, we have no choice but to follow<br />
this shift—to move away from traditional<br />
tactics and towards what has become the<br />
new, trusted web.<br />
What media do<br />
consumers trust if<br />
not banner<br />
and video ads?<br />
According to Nielsen, 92 percent <strong>of</strong> people<br />
trust strangers over brands 6 . And, by the<br />
way, “brand” includes any content a brand<br />
produces.<br />
You see this perception playing out through<br />
the rise and popularity <strong>of</strong> online reviews.<br />
How many times has a review from Yelp,<br />
TripAdvisor, or Amazon swayed where you<br />
spent your dollars?<br />
6<br />
http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html<br />
8<br />
Prediction 1
Where do consumers<br />
turn if not to digital<br />
brochures or selfpromoting<br />
websites?<br />
According to another study, 74 percent <strong>of</strong><br />
people turn to social networks for guidance<br />
on purchase decisions 7 .<br />
And given the GlobalWebIndex finding 8 that<br />
people spend one in every four minutes<br />
online on a social media site, that stat<br />
makes sense.<br />
How many times have you followed a link to<br />
check out a cool t-shirt, the next new-new<br />
gadget, or what might be the perfect gift for<br />
your great Aunt Gertrude, who has everything?<br />
7<br />
http://www.adweek.com/prnewser/ogilvy-cannes-study-be<br />
hold-the-power-<strong>of</strong>-word-<strong>of</strong>-mouth/95190?red=pr<br />
8<br />
http://insight.globalwebindex.net/social-q1-2015<br />
9<br />
Prediction 1
“Word <strong>of</strong> mouth is the primary<br />
factor behind 20 percent to<br />
50 percent <strong>of</strong> all purchasing<br />
decisions.”<br />
Jonah Berger, Contagious: Why Things Catch On<br />
10 Prediction 4
Prediction 2<br />
Brands and<br />
agencies will<br />
falter before<br />
mastering<br />
the new,<br />
trusted web<br />
On the new, trusted web, consumers respond<br />
to disruptive communications in one <strong>of</strong> three<br />
ways:<br />
1. Block ‘em<br />
2. Close, dismiss, or otherwise exit ‘em as<br />
quickly as possible<br />
3. Treat ‘em like background wallpaper —<br />
there, but not worth paying attention to<br />
On the new trusted web, consumers want<br />
communications on their terms. <strong>The</strong>y<br />
want trusted messages from people like<br />
themselves, even people they don’t know<br />
personally.<br />
11
In <strong>Influencer</strong>s<br />
We Trust<br />
Even though she’s a marketer by trade,<br />
Rachael Cihlar, Tap’s resident <strong>Influencer</strong><br />
<strong>Marketing</strong> Strategist, surfs the new, trusted<br />
web the way most <strong>of</strong> us do—as a consumer.<br />
“Instagram is my favorite social network,”<br />
she says. “I follow lifestyle and fashion<br />
influencers on there, so when I’m looking<br />
for, say, Fall’s new trends, I go straight to a<br />
few key influencers for inspiration for my Fall<br />
wardrobe. Those influencers tell me what’s<br />
hot, what’s not, and, for example, how to style<br />
a new pair <strong>of</strong> boots. Before you know it, I’ve<br />
made a decision to buy those boots, and<br />
I haven’t even thought about going to the<br />
brand’s site.”<br />
Rachael<br />
Cihlar<br />
Even more surprising to Rachael is that<br />
she doesn’t really know the people who<br />
influenced her decision. “Sure, I’ve been<br />
following them for a while, so I trust what<br />
they say and post. But still, in a sense,<br />
I’m relying on the word <strong>of</strong> strangers, and<br />
then using social networks to do the bulk<br />
<strong>of</strong> my research.”<br />
12<br />
Prediction 2
Ready to take the<br />
new, trusted web<br />
by storm?<br />
Ahhh. How wonderful is this new web for our<br />
brands and agencies!<br />
Now, we marketers need only to share our<br />
content and communicate our messages, and<br />
voilà! Consumers buy, and success is had.<br />
Right?<br />
Not so fast.<br />
Remember those intrusive, disruptive<br />
digital ads? <strong>The</strong> ones that continue to drive<br />
consumers crazy? Those ads combined with<br />
excessive email marketing have shredded the<br />
trust <strong>of</strong> consumers.<br />
That’s why 92 percent <strong>of</strong> people trust<br />
strangers over brands today 9 .<br />
And trust is where the brand challenge<br />
lies, because brands now have to rebuild<br />
broken trust.<br />
92%<br />
<strong>of</strong> people trust<br />
strangers<br />
over brands 9<br />
9<br />
http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html<br />
13<br />
Prediction 2
What’s your #1<br />
job, your first<br />
priority? Rebuild<br />
consumer trust<br />
How can you, on behalf <strong>of</strong> your brand, rebuild<br />
trust? By understanding:<br />
Who the consumer is<br />
What she needs<br />
What she wants<br />
Where she lives online<br />
Who she follows<br />
Who she trusts<br />
You’ll be poised to choose the right channels;<br />
ready to create and distribute targeted<br />
influencer content.<br />
It won’t be easy. And it won’t happen<br />
overnight.<br />
But it will happen.<br />
As consumers repeatedly see your content<br />
and messages coming from<br />
trusted influencers, you will, over time,<br />
develop meaningful relationships and build<br />
engagement.<br />
<strong>The</strong>n, armed with that knowledge, you’ll be in<br />
a position to choose the right influencers.<br />
14<br />
Prediction 2
Prediction 3<br />
Brands will<br />
deepen customer<br />
relationships<br />
through<br />
influencer<br />
marketing<br />
If you get it right … if you take the time to<br />
understand your customers … if you choose the<br />
right influencers who get the right messages<br />
out to the right audiences in the right channels<br />
at the right time … then influencer marketing<br />
becomes a potent source <strong>of</strong> revenue and<br />
customer love.<br />
15
<strong>Influencer</strong> marketing will also take a primo place<br />
in your marketing mix:<br />
73 percent <strong>of</strong> marketers say they have budget for<br />
influencer marketing 10<br />
59 percent plan to increase the influencer<br />
marketing budget in the next year 11<br />
<strong>The</strong> spend on influencer marketing is expected to<br />
hit $336 million in 2015 12<br />
10<br />
https://www.forrester.com/<strong>The</strong>+Forrester+Wave+Social+Relationship+Platforms+Q2+2015/fulltext/-/E-res120645<br />
11<br />
http://technorati.com/wp-content/uploads/2013/06/tm2013DIR1.pdf<br />
12<br />
Based on 2013 Technorati estimate, applying CAGR <strong>of</strong> 18.18% consistent with Forrester expectations <strong>of</strong> the social media market<br />
http://technorati.com/wp-content/uploads/2013/06/tm2013DIR1.pdf<br />
16<br />
Prediction 3
It’s no wonder why marketers and brands are<br />
catching on:<br />
70 percent <strong>of</strong> consumers trust the word <strong>of</strong> family<br />
and friends first, online reviews second 13<br />
47 percent <strong>of</strong> US readers consult blogs to spot<br />
new trends and get new ideas<br />
35 percent <strong>of</strong> US readers look to blogs to discover<br />
new products<br />
13 http://www.prweb.com/releases/2011/4/prweb8300514.htm<br />
17<br />
Prediction 3
Plus, influencer marketing in the mix pays <strong>of</strong>f:<br />
51 percent <strong>of</strong> marketers say that influencer<br />
marketing produces better customers 14<br />
One Tap CPG customer found that influencerdriven<br />
brand advocates spend 35 percent more—<br />
and they keep on buying, increasing the lifetime<br />
value <strong>of</strong> those customers<br />
But hey, we get it. Stats are one thing …<br />
stories, another.<br />
14 http://blog.tomoson.com/influencer-marketing-study/<br />
18<br />
Prediction 3
In battles between<br />
brand- and<br />
influencer-owned<br />
content … there is no<br />
battle<br />
Battle 1:<br />
Maybelline-owned<br />
vs. influencer content<br />
<strong>Influencer</strong> content wins for the Maybelline<br />
brand. <strong>The</strong> company’s own YouTube channel<br />
drives 11,000 views per video. Not bad. But<br />
influencer videos generate an average <strong>of</strong> 1.4<br />
million views per video — a clear indication<br />
that influencers win the battle against<br />
Maybelline’s own brand channel 15 .<br />
15<br />
http://www.slideshare.net/BDMIFund/bdmi-influencer-marketing-overview-august-2014<br />
19<br />
Prediction 3
Battle 2:<br />
Vlogger vs. brand<br />
“celebrity” content<br />
<strong>The</strong> winner? L2 reports that vloggers in the<br />
digital beauty space trounce mainstream<br />
celebrities, with vloggers drawing more than<br />
700 million views per month and attracting<br />
50 times more views and 108 times more<br />
subscribers than celebrity content for an<br />
underlying brand.<br />
Need more pro<strong>of</strong>? L2 also reports that, in a<br />
Google search for brand terms, two-thirds<br />
<strong>of</strong> the first-page results is content from<br />
influencers, whereas only eight percent <strong>of</strong><br />
results point to brand pages. That’s less than<br />
one result for a brand on each page 16 .<br />
Knockout.<br />
Battle 3:<br />
Black Box-owned vs.<br />
influencer content<br />
In one corner: <strong>The</strong> old Black Box Wines site.<br />
In the other: An updated site with a new<br />
social media hub featuring the content from<br />
50 new influencer-created blog posts. <strong>The</strong><br />
new hub prevailed 17 , generating:<br />
An increase <strong>of</strong> 31 percent in website views<br />
An increase <strong>of</strong> 56 percent in time on site<br />
An increase <strong>of</strong> 44 percent in social mentions<br />
<strong>The</strong> original campaign packed a punch,<br />
too. Those 50 authentic blog posts about<br />
influencers’ first tastes <strong>of</strong> Black Box Wine?<br />
<strong>The</strong>y delivered:<br />
73,000+ views<br />
5,000+ engagements<br />
A total media value <strong>of</strong> $250,000<br />
16<br />
http://www.l2inc.com/vloggers-outshine-celebrities<br />
17<br />
http://www.tapinfluence.com/customers/black-box-wines-success-story/<br />
20<br />
Prediction 3
Prediction 4<br />
Content<br />
distribution will<br />
drive content<br />
creation<br />
If you think about it, prediction four sounds a<br />
little backwards:<br />
“Content distribution will drive content<br />
creation.”<br />
Don’t you create—and then distribute? Don’t<br />
you create so that you can distribute?<br />
And don’t customer needs—and your need to<br />
sell—drive content creation?<br />
Yes, yes, and yes.<br />
In influencer marketing, as with all content<br />
marketing, you work backwards from the<br />
customer to create content. But in influencer<br />
marketing, you don’t look only at the<br />
WHAT—the consumer pains, challenges, and<br />
opportunities—but also at the WHERE—the<br />
places your consumers work and play online.<br />
<strong>The</strong>n, with the WHERE in mind, you—and<br />
your influencers—are ready to create<br />
content to maximize reach and engagement<br />
on those channels.<br />
21
Case in point: how content distribution drives<br />
content creation<br />
Is your target audience (and are their influencers) on<br />
Facebook? If so, you need to know that the photo post is now<br />
the worst-performing type <strong>of</strong> brand content on Facebook,<br />
and that video reigns supreme 18 . And you need to know this<br />
before you or your influencers create content.<br />
Is your audience on Twitter? <strong>The</strong>re, the opposite is true:<br />
Images far surpass videos, garnering 128 percent more<br />
retweets 19 .<br />
<strong>The</strong> moral? To reach your audience, let content distribution<br />
drive content creation.<br />
18 http://marketingland.com/want-maximum-reach-facebook-dont-post-photos-118536; accessed August 5, 2015.<br />
19 http://www.quicksprout.com/2014/03/05/what-type-<strong>of</strong>-content-gets-shared-the-most-on-twitter/; accessed August 5, 2015.<br />
22<br />
Prediction 4
A Digital <strong>Marketing</strong><br />
Puzzle<br />
Question:<br />
If 65 percent <strong>of</strong> marketers say that targeting<br />
precision is the top attribute <strong>of</strong> a content<br />
marketing campaign 20 …<br />
and if 47 percent <strong>of</strong> marketers aren’t satisfied<br />
with their ability to distribute content to the<br />
right audiences 17 …<br />
<strong>The</strong>n why do 87 percent <strong>of</strong> marketers<br />
continue to take the path <strong>of</strong> least resistance<br />
and use the company website as the number<br />
one method <strong>of</strong> distribution for content<br />
marketing programs 17 ?<br />
Answer:<br />
Old habits die hard.<br />
When content<br />
distribution works …<br />
and when it doesn’t<br />
You can tell when content distribution isn’t<br />
driving content creation.<br />
<strong>The</strong> pro<strong>of</strong> will be in the engagement, or<br />
lack there<strong>of</strong>. If you don’t understand your<br />
distribution channels, you may wind up<br />
wasting your effort and budget, creating<br />
content your audience doesn’t want and<br />
won’t engage with.<br />
On the other hand, when distribution is<br />
driving content creation, you’ll reach your<br />
audience—and their audiences and networks<br />
as well.<br />
In fact, sharing content through influencers in<br />
your industry can triple conversions, in some<br />
cases increasing conversions by a factor <strong>of</strong><br />
10 21 .<br />
It’s the magic <strong>of</strong> amplification.<br />
20 http://www.itbusinessnet.com/articles/viewarticle.jsp?id=3415100<br />
17 http://www.tapinfluence.com/customers/black-box-wines-success-story/<br />
21 http://branderati.com/the-age-<strong>of</strong>-advocacy-and-influence-26-statsmarketers-should-know/<br />
23<br />
Prediction 4
24 Prediction 4<br />
Sharing content through<br />
influencers in your industry<br />
can triple conversions
What kind <strong>of</strong> content<br />
amplifies well?<br />
Content that amplifies ... content that spreads<br />
… content that consumers willingly distribute<br />
… is content that’s real. By real, we mean:<br />
Authentic<br />
Fun<br />
Creative<br />
Useful<br />
It’s content that, like influencer content,<br />
provides Youtility.<br />
“Youtility is marketing upside down. Instead<br />
<strong>of</strong> marketing that’s needed by companies,<br />
Youtility is marketing that’s wanted by<br />
customers. It’s massively useful, FREE<br />
information that creates long-term trust<br />
and kinship between a company and its<br />
customers.” —Jay Baer, Youtility<br />
Amplification in<br />
action: an example<br />
This YouTube video represents one <strong>of</strong><br />
our favorite examples <strong>of</strong> amplification.<br />
It tells the story <strong>of</strong> a student in a social<br />
media class unexpectedly using the power<br />
<strong>of</strong> amplification to generate a flurry <strong>of</strong><br />
testimonials for Columbia Business School—<br />
with nothing more than a simple tweet and<br />
hashtag.<br />
How might you use<br />
influencers and the<br />
power <strong>of</strong> amplification<br />
for your brand?<br />
25<br />
Prediction 4
Prediction 5<br />
<strong>Influencer</strong><br />
marketing<br />
automation<br />
will bring new<br />
efficiencies to<br />
marketers<br />
Did you know that the number <strong>of</strong><br />
pr<strong>of</strong>essionals citing influencer marketing as<br />
a skillset grew by 27 percent in less than two<br />
months 22 ?<br />
That’s right.<br />
<strong>Influencer</strong> marketing is happening now. It’s<br />
happening everywhere.<br />
As your digital marketing portfolio expands<br />
to accommodate influencer marketing, you’ll<br />
need a way to scale and measure to create<br />
predictability, a need that, <strong>of</strong> necessity, will<br />
spawn efficiency.<br />
How so?<br />
Imagine that you want to launch an influencer<br />
campaign involving 20 influencers.<br />
We know that influencer campaigns are<br />
typically executed by senior people, someone<br />
like a Senior Digital Communications<br />
Manager.<br />
We also know that such a person earns, on<br />
average, $80,000 annually, or $38.50 hourly.<br />
Let’s take a look at what the work involved in,<br />
and cost <strong>of</strong>, such a campaign might be.<br />
22<br />
This data is from a TapInfluence study <strong>of</strong> LinkedIn pr<strong>of</strong>iles conducted in July 2015.<br />
26
A hypothetical: manually running an influencer<br />
campaign with 20 influencers<br />
Task Total number <strong>of</strong> hours Average task cost<br />
@ $38.50 per hour<br />
Identify 200 influencers to hit<br />
an end target <strong>of</strong> 20<br />
40 hours<br />
(for scouring the Internet and social sites to find influencers that match your<br />
chosen categories; verify their reach and content aesthetic)<br />
$1,540 23<br />
Recruit by sending emails to<br />
those 200 influencers<br />
Negotiate with your chosen<br />
20 influencers<br />
Manage the content creation<br />
process<br />
Measure and report on the<br />
campaign<br />
40 hours<br />
(for writing emails; responding to queries;<br />
discussing content strategy)<br />
20 hours<br />
(for back-and-forth emails that outline tasks and rates;<br />
tracking rates toward your budget)<br />
80 hours<br />
(for gathering content, reminding influencers <strong>of</strong> requirements; approving<br />
posts before they go live)<br />
40 hours<br />
(for tracking down content; capturing view /<br />
engagement details; tying performance to KPIs)<br />
$1,540<br />
$770<br />
$3,080<br />
$1,540<br />
Cost <strong>of</strong> Your time 220 hours $8,470<br />
23 http://innetwork.net/2015/05/6-basic-steps-manage-influencer-outreach-campaigns/<br />
Yes.<br />
It’s a lot <strong>of</strong> work, calling for in excess <strong>of</strong> 200 people-hours<br />
from a senior staff member. Sounds like a siren call for efficiency, no?<br />
Enter influencer marketing automation.<br />
27<br />
Prediction 5
Meet the next<br />
generation <strong>of</strong><br />
influencer marketing<br />
<strong>Influencer</strong> marketing automation (IMA) is<br />
a new category <strong>of</strong> marketing automation<br />
that brings the power <strong>of</strong> data matching,<br />
algorithms, and SaaS technology to brands<br />
and agencies wanting to reach and engage<br />
consumers wherever they are—authentically,<br />
efficiently, and at scale.<br />
In other words, IMA is technology that makes<br />
it simple to run any number <strong>of</strong> influencer<br />
campaigns at the same time—without having<br />
to add headcount. It gives us the ability to:<br />
Connect the right influencers to the right<br />
content in the right channels at the right<br />
times<br />
Use baked-in best practices and methods to<br />
generate predictable, measurable results<br />
Drive engagement through authentic social<br />
conversations with known and unknown<br />
audiences<br />
Eliminate our dependence on broken<br />
broadcast and ad-based distribution models<br />
Engineer a new era <strong>of</strong> intimacy between our<br />
brand and consumers<br />
Harness the consumer’s solid trust in<br />
influencers—and in the meaningful content<br />
influencers create and<br />
exchange online<br />
<strong>Influencer</strong> marketing automation is also going<br />
to save us a lot <strong>of</strong> time and money.<br />
How much?<br />
Glad you asked.<br />
28<br />
Prediction 5
A comparison: running the same influencer<br />
campaign with and without automation<br />
Let’s return to our earlier example to compare the work <strong>of</strong> running an influencer marketing<br />
campaign manually to the work <strong>of</strong> running the same campaign with automation.<br />
<strong>The</strong> Manual Way<br />
<strong>The</strong> Automated Way<br />
Task<br />
Total number <strong>of</strong> hours<br />
Average<br />
task cost<br />
@ $38.50 per hour<br />
Total number <strong>of</strong> hours<br />
Average<br />
task cost<br />
@ $38.50 per hour<br />
Identify 200<br />
influencers to hit<br />
an end target <strong>of</strong> 20<br />
40 hours<br />
(for scouring the Internet and social sites to find<br />
influencers that match your chosen categories;<br />
verify their reach and content aesthetic)<br />
$1,540 23<br />
5 hours<br />
(for using the platform to search for and<br />
review target influencers)<br />
$192.50<br />
Recruit by sending<br />
emails to<br />
those 200 influencers<br />
40 hours<br />
(for writing emails; responding to queries;<br />
discussing content strategy)<br />
$1,540<br />
None (influencers have opted in) -<br />
Negotiate with your<br />
chosen<br />
20 influencers<br />
20 hours<br />
(for back-and-forth emails that outline tasks<br />
and rates; tracking rates toward your budget)<br />
$770<br />
1 hour<br />
(for minimal work; you already know rates for<br />
each piece <strong>of</strong> content)<br />
$38.50<br />
Manage the content<br />
creation process<br />
80 hours<br />
(for gathering content, reminding influencers <strong>of</strong><br />
requirements; approving posts before they go live)<br />
$3,080<br />
8 hours<br />
(for reviewing and approving content<br />
submitted through the system)<br />
$3,080<br />
Measure and report<br />
on the campaign<br />
40 hours<br />
(for tracking down content; capturing view /<br />
engagement details; tying performance to KPIs)<br />
$1,540<br />
5 hours<br />
(for choosing, viewing, and<br />
distributing reports)<br />
$192.50<br />
Cost <strong>of</strong><br />
Your time<br />
220 hours $8,470<br />
19 hours $731.50<br />
29<br />
Prediction 5
A comparison: dollars saved<br />
<strong>The</strong> Manual Way<br />
<strong>The</strong> Automated Way<br />
Total number <strong>of</strong> hours<br />
Task cost<br />
@ $38.50 per hour<br />
Total number <strong>of</strong> hours<br />
Task cost<br />
@ $38.50 per hour<br />
220 $8470.00<br />
19 $731.50<br />
Amount Saved:<br />
$7,738.50<br />
30<br />
Prediction 5
Prediction 6<br />
<strong>Influencer</strong> marketing<br />
automation will<br />
change how you<br />
influence<br />
<strong>The</strong> rise <strong>of</strong> IMA will not only save us time<br />
and money. It’s also going to change how—<br />
and how much—we influence. For the first<br />
time ever, we’ll be able to scale and grow<br />
our influencer marketing efforts, predictably,<br />
without adding headcount, and all the while<br />
regaining the trust <strong>of</strong> consumers.<br />
31
An agency with IMA will:<br />
Pitch bigger, win more, and risk less<br />
Offer influencer marketing as a core competency without<br />
adding headcount<br />
Build an influencer marketing practice that drives and<br />
sustains rapid growth<br />
Stay abreast <strong>of</strong> influencer best practices<br />
Deliver margins and set pricing and comfort levels by<br />
knowing your costs<br />
Get campaign results in weeks, not months<br />
32<br />
Prediction 6
A brand with IMA will:<br />
Deepen relationships with and generate more revenue from<br />
existing consumers<br />
Create connections with new consumers<br />
Handle always-on influencer marketing efforts in house<br />
Own relationships with influencers<br />
Keep high-level staff focused on key programs and<br />
initiatives<br />
Stay abreast <strong>of</strong> influencer best practices<br />
Deliver campaign results in weeks, not months<br />
33<br />
Prediction 6
Want to learn more?<br />
Visit our <strong>Influencer</strong> <strong>Marketing</strong> resource center<br />
for educational videos, webinars, ebooks, and<br />
success stories.<br />
To learn more about TapInfluence’s<br />
influencer marketing platform:<br />
Email: predictions@tapinfluence.com<br />
Call: 720-726-4074<br />
Visit: www.tapinfluence.com<br />
Let’s Talk / Get a Demo