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Harnessing the Power of Social Media Influencers
This document provides an overview of how brands can engage social media influencers to promote their products and services. It defines influencers as passionate content creators with engaged online audiences. Influencers can help brands reach new audiences, build awareness, and drive actions like app downloads. While brands relinquish some creative control, influencer marketing generates higher engagement than traditional ads. The document outlines best practices for identifying the right influencers, developing campaigns, and measuring success through case studies.
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Harnessing the Power of Social Media Influencers
- 1. SOCIAL MEDIA INFLUENCERS: HARNESSING THE POWER
- 2. Harnessing the Powerof Social Media Influencers Social media influencers have demonstrated time and again their unique ability to connect with an organic, engaged audience. This deck provides an overview of how brands and their agency partners can better engage social media influencers to tell a brand’s story.
- 3. Understanding Influencers WhoAre They?
- 4.
- 5. They’re interesting… InfluencersYou Probably Know
- 6. They’re interesting… BUTNOT NECESSARY RELATABLE Influencers You Probably Know
- 7. They’re interesting ANDrelatable Influencers You Probably Don’t Know PewDiePie YouTube Subscribers: 24.7MM+ Lifetime Video Views: 3.7B+ FreddieW YouTube Subscribers: 6.9MM+ Lifetime Video Views: 1.1B+ MissGlamorazzi YouTube Subscribers: 2.7MM+ Lifetime Video Views: 183MM+ Jack Vale YouTube Subscribers: 1.1MM+ Lifetime Video Views: 206MM+ David So YouTube Subscribers: 844K+ Lifetime Video Views: 118MM+ Tobuscus YouTube Subscribers: 14MM+ Lifetime Video Views: 2.8B+ The Shaytards YouTube Subscribers: 1.9MM+ Lifetime Video Views: 809MM+ Rosanna Pansino YouTube Subscribers: 2.2MM+ Lifetime Video Views: 341MM+
- 8. …and speak tofans across all passion points Influencers You Probably Don’t Know Gaming Action Comedy/Music Fashion/Beauty Family Comedy Food Lifestyle
- 9. Passionate content creatorswho have become famous on the internet doing “internet things.” Social Media Influencers
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- 11. Why Do WeNeed Them? Understanding Influencers
- 12. Help to reacha new audience Develop a community Encourage action Amplify an idea or campaign Product development Raise brand awareness Drive app downloads Influence consideration Build loyalty Social Media Influencers Can:
- 13. CONSUMERS DO NOTEQUATE SOCIAL MEDIA INFLUENCERS WITH MARKETING. THEY SIMPLY SEE THEM AS COOL, INTERESTING, INSPIRATIONAL, FUNNY, FASHIONABLE, TALENTED, ETC.
- 14. MORE IMPORTANTLY THEIRFANS TRUST WHAT THEY HAVE TO SAY. ...Their fans listen, take action, and share their posts across platforms. When Social Media Influencers Speak... Chester See YouTube Subscribers: 1.5M YouTube Video Views: 154M Facebook Fans: 293K Twitter Followers: 230K Demographic: Female 13- 24
- 15. 92% OF CONSUMERSSAY THEY TRUST WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILIES ABOVE ALL OTHER FORMS OF ADVERTISING. INFLUENCER MARKETING CAMPAIGNS DRIVE 16X MORE ENGAGEMENT THAN PAID OR OWNED MEDIA. 1X AVERAGE CTR OF DISPLAY BANNER: 0.10% AVERAGE CTR OF A FACEBOOK POST: 0.14% AVERAGE CTR OF AN INFLUENCER POST: 15%+ AVERAGE CTR DISPLAY BANNER AVERAGE CTR FACEBOOK POST AVERAGE CTR INFLUENCER POST 92% 16x 0.10% 0.14% 15%+
- 16. SOCIAL MEDIA INFLUENCERSAREN’T THE ALTERNATIVES TO CELEBRITIES, THEY ARE THE NEW CELEBRITIES. U.S. teenagers are more enamored with YouTube stars than they are the biggest celebrities in film, TV and music. – Variety Survey
- 17. What Verticals AreThey In? Identifying Influencers
- 18. Gaming & SportsLife & Style Family Entertainment Social Media Influencers can be found across all passions and interests GAMING SPORTS TECH XSPORTS AUTOS BEAUTY HEALTH/FITNESS FOOD FASHION HOME/DIY MOMS TOONS FAMILY PETS SCIENCE MOVIES MUSIC NEWS COMEDY ANIMATION
- 19. I’M EATING A#DONUT I LIKE DONUTS THIS IS WHERE I EAT DONUTS HERE IS A PHOTO OF MY DONUT HERE A DONUT MAGICALLY DISAPPEARS HERE I AM EATING A DONUT MY SKILLS INCLUDE DONUT EATING HERE’S A DONUT RECIPE NOW LISTENING TO “DONUTS” I’M A GOOGLE EMPLOYEE WHO EATS DONUTS And Across All Platforms and Channels
- 20. How Do BrandsAnd Agencies Hire Them? Identifying Influencers
- 21. Talent Agencies areto Celebrity Talent... ...what MCNs are to Influencer Talent Multi-Channel Networks (i.e., influencer agencies) MCNs help to identify the right influencer, manage the budgets and impression levels, and work with the influencer to develop the content.
- 22. YouTube Pinterest VineInstagram Twitter/FB Blogs We have worked with various MCNs, which tend to organize around specific channels
- 23. Are they Legitimateto the Topic? Do they create compelling content? • Known for creating exceptional content • Can speak to, or is an authority on the topic • Active across multiple platforms • Isn’t just a popular name, but is known for frequent content creation • Adheres to FTC guidelines • Is respected - isn’t famous • Is tonally appropriate for the brand • Covers topics relevant to branded campaigns/initiatives • Trusted source among audience • Proven to drive audience to action (via comments, shares, like, etc.) • Inspires audience to contribute WOM Are they Brand Friendly? Are they Trusted by our/their audience? Selecting the Right Influencer Each MCN has many influencers on their roster, so we tend to ask the following questions when selecting an influencer.
- 24. When Do TheyFit In? Activating Influencers
- 25. When to BringThem in the Process: Brief Idea Develop idea along-side creative strategy, co-create long form content Promote idea through social media, in-video shoutouts, or use channel for custom preroll/ targeted media Development Launch Amplify
- 26. Because social mediainfluencers are creatives in their own right, it takes achieving a balance between brand, agency, and influencer input to achieve success. Our Brand Our Articulation + Their Interpretation Their Brand Thoughtful Brand Integration
- 27. Social influencers aretheir own content creators. Which means you can’t tell them exactly what to make… You Have to Let Some Creative Control Go BUT feedback and oversight happens at multiple stages: • Treatments • Developed creative • Rough cut • Final video
- 28. • Highly targetedexposure • Huge reach • Increased engagement • Lower costs The Tradeoff:
- 29.
- 30. Monster.com Goal: InspireMillennials to find better with Project You Objective: Drive Project You awareness, and drive engagement on Project You. Challenge: Maximize efficiency with a limited media/ production budget
- 31. Monster.com Jack Vale Total Reach/Subscribers: 1.1M+ Total Guaranteed Views: 300K+ Total Delivered Views: 670K+ Total Social Posts: 2x (Facebook & Twitter) Total Reach/ Followers (Social): 214.7K+ Video execution drove 4x increase in traffic on Project You within the first week. Average Sessions per day on Project You were 5x higher than the two week period leading up to video launch
- 32. AT&T Olympics Goal:• Increase attribution and share of voice for AT&T during the Winter Olympics • Get fans to download the #ItsOurTime app and upload their chant • Use the #itsourtime hashtag to voice messages of support for athletes Objective: Move people to voice their support for Team USA.
- 33. AT&T Olympics ShayCarl 1.3M subscribers Custom Pre-roll Custom Video Social Amplification FineBros 10M subscribers WheezyWaiter 540K subscribers DudePerfect 86K Twitter subscribers Influencer content saw 3.7M impressions and drove 60K+ clicks to the #ItsOurTime site
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- 35. @JayZombie 234,314 followers Warby Parker uses prominent photography influencers on Instagram, like @JayZombie to share artistic photos of their product on their own Instagram feeds. Video saw 670K+ views and drove 4x in-crease in traffic on Project You within the first week Warby Parker Warby Parker shares content from influencers on their own Instagram feed. The brand also shared photos from influencers on their Facebook and Twitter accounts.
- 36. @_gabrielflores 122,520 followers To promote it’s Nike Fuel product, Nike sent their product to prominent photog-raphers on Instagramers influencers like @_gabrielflores to share their progress in the Nike Fuel Challenge on Instagram. Instagramers take a series of photos that show their NikeFuel progress. All posts tag @Nike and mention Nike- Fuel. Nike shares content from influencers on their own Instagram feed. Nike
- 37. Target Joy Cho/ Oh Joy! 13M followers Target launched a design partnership with some of Pinterest’s top pinners, including Joy Cho, who are also top design bloggers. The pinners created collections that were sold in Target and promoted the collections via their own Pinterest boards. Joy Cho pinned her party collection on a Pinterest board that garnered over 825k followers. She also promoted the line across her social other social channels to help drive awareness and buzz.
- 38. GE Marcus Johns 5M followers Jerome Jarre 6.5M followers To celebrate Gravity Day, General Electric invited Vine influencers, Marcus Jones and Jerome Jarre to join them on a Zero Gravity flight and of course share their vines with their followers on the platform. Influencers shared a number vines from the flight on their own channels, tagging General Electric. General Electric shared the vines on their own account. Click to watch Click to watch
- 39. HP @finalcutking 1.8Mfollowers To support their #bendtherules campaign, HP invited five Vine in-fluencers including Zach King to create vines using the new note-book/ tablet x360 Vines were distributed on HP’s Vine ac-count and promoted via Twitter And then turned into the first of its kind :30 TV spot, made entirely of Vines
- 40. Key Takeaways Understand Influencers are relatable. Fans trust them, listen to them, and are inspired by them. Identify Influencers create content across all platforms and channels. We work with MCNs to match the right influencers with the right brand opportunity. Activate Influencers can support a campaign in a multitude of ways. They are looking to create meaningful brand interactions with their loyal, fanatic, and passionate following.
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