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Influencer best practice masterclass - social soup
The document outlines a masterclass on influencer marketing, detailing its history, science, ecosystem, and best practices. Key topics include the importance of social proof, influencer vetting and matching, legal requirements, and measuring ROI through effective partnership strategies. Additionally, it explores various tiers and types of influencers, emphasizing the significance of long-term relationships and compliance in influencer campaigns.
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Influencer best practice masterclass - social soup
- 1. INFLUENCER MASTERCLASS + SharynSmith – Founder + Katie Palmer-Rose – Managing Director The house of Integrated Influence
- 2. Today’s Agenda 01 –A brief history of influence kind 02 – The science of influence 03 – The ecosystem of influencers 04 – Influencer vetting & matching 05 – Working with influencers 06 – Legal requirements/Best Practice 07 – Measurement and ROI 08 – Influence in action
- 3. People trust people morethan they do brands (and advertising).
- 4.
- 5. We are influencedby each other We act as a herd
- 6. 7% Celebrity Endorse- ment TV ads 9% Digital ad 7% Outdoor ad 75% Review from someonein my social circles 61% Social media post from a friend or family 80% Online reviews from real users of the product/service 6% Banner ads 8% Newspaper ad 49% Social media post from someone I follow “Which of the following do you trust when making decisions to buy a new product?” 18% Social media ad from brand 32% Catalogue 25% TV Ad Sphere of Influence 9% Magazine ad 92% Recommendation from friend or family member
- 7. The science ofinfluence
- 8.
- 9. Social Proof Provides information andevidence of what other people are doing and thinking. If other people are doing it, it must be better or the correct behaviour
- 10.
- 12. The ecosystem ofinfluencers
- 13. What is aninfluencer: A person or group that has the ability to influence the behaviour or opinions of others
- 14. Tiers of influence Australia: Celebrities/ Mega Influencers 250k + Followers Macro Influencers 30,000-250,000 followers Micro Influencers 2,000-30,000 followers Nano Influencers <2,000 followers More reach More influence
- 15. Tiers of influence Australia: Celebrities/ Mega Influencers 250k + Followers Macro Influencers 30,000-250,000 followers Micro Influencers 2,000-30,000 followers Nano Influencers <2,000 followers Brand Ambassadors: Brand alignment with highest reach closer to broadcast media Creators, Makers & Educators High reach and connection with category leadership Authentic Advocates High engagement, authenticity and niche potency in social Community Champions Lots of strong ties and greatest influence on their network
- 16. Influencer Typology: How theyinfluence Entertaining Inspiring Educating Relating Disrupting Trailblazing TOV: Playful, Engaging Style: They influence by delighting their audience with an intention to entertain TOV: Informative Style: They influence by informing their audience and providing detail and depth. TOV: Challenging Style: Creating provocative content with the intention of challenging the norm. TOV: Motivational, Aspirational Style: They influence by showcasing desirable lifestyles or through goal setting & achievement. TOV: Honest, Relatable Style: They influence by being themselves and not trying to force a façade, they are good at connecting to their audience. TOV: Curious Style: They influence by presenting their audience with new ideas, concepts, and products. Source: Social Soup
- 17. Influencer Typology: Ways ofinfluencing examples Inspiring TOV: Motivational, Aspirational Style: They influence by showcasing desirable lifestyles or through goal setting & achievement. Source: Social Soup Entertaining TOV: Playful, Engaging Style: They influence by delighting their audience with an intention to entertain
- 18.
- 19. Matching & VettingInfluencers Key criteria + Values + Archetypes + Content Aesthetic + Brand safety + Demographics + Audience Location + Category interests + Follower quality (fake/bot) + Follower growth (red flags) + Mass following (low quality engagement) + Category + Influence tier + Influence type + Content outputs Brand Campaign Objectives Audience Match Audience Quality
- 20. Lack of vettingdangers • Waste of money • Brand damage • Reputation risk
- 21. Even with the programreveal about her fake account @thatcoastalgirl is still getting brands contacting her for collaborations “Truth Bomb – she doesn’t even live by the sea”
- 22. Data Sources forMeasurement Directly from the influencer profile through platform APIs (most trusted) First-Party Data Third-Party Data Second-Party Data First party data sold by intermediaries in a marketplaces Data aggregated from various third party sources – mostly scraped data
- 23. the right influencers? •Find them organically – they find you, search hashtags, search other influencers, social listening, ask your customers who they follow (influences them) • Use of influencer discovery tools – digital tools with influencer search engines • Influencer Marketplaces – platforms who manage influencers and give brands access • Talent Agencies – Agencies who represent talent but mostly larger influencers • Integrated influence agencies – integrated all of the above to find the best influencers across all tiers with deep vetting Finding & Matching
- 24.
- 25. Partnerships are the bestways to work with influencers “It’d be great if brands make it an ongoing partnership and we get to know their brands better and they get to know what we can dot.” – Mel, 24 “I would like brands to create longer term relationships so our audiences feel consistency.” – Lauren, 32
- 26. Managing Influencer Campaigns Management InfluencerAgreement Contracts, exclusivity, usage, output, amplification, payment, timings Influencer Briefing One to one briefing on content and expectations of the campaign by dedicated high reach expert Influencer Vetting Brand safety, AU audience, authentic influence, exclusivity Influencer Matching Matched for brand fit, aesthetics, content style, category Brand Content Strategy Partnership, tier of influence, platform selection, content theming Performance Campaign management and relationships Live Dashboards Bespoke campaign dashboards First party data Content Management One stop shop for managing content rights Content Maximising Live boosting of content Content asset for digital as Managing Influencer Campaigns
- 27. Current industry benchmark $2.80 CPM(27% increased efficiency of spend) @chrystellaudette 30,297K Dry Skin @chicontherunblog 12,410K Dry Skin @ellesechloe 14,632K Oily Skin Amplified content Amplifying content through the influencers’ own channels proved to be very effective due to the high quality content and existing engagement rates of the influencers on the campaign. Amplifying influencer content achieved a paid reach of 2,094,736 (kpi – 1,095,000) ChrystelleAudette REACH LINK CLICKS ENGAGEMENTS CPM 521,841 161 100 $2.39 2,094,736 743 1060 $2.33 ChicOnTheRun REACH LINK CLICKS ENGAGEMENTS CPM 932,515 358 326 $2.68 Elleschloe REACH LINK CLICKS ENGAGEMENTS CPM 640,380 224 634 $1.94 Amplified Reach
- 28.
- 29. Legal Requirements of InfluencerMarketing and best practice
- 30. Currently in the newsafter two Ad Standards rulings for lack of disclosure
- 31. Legal Requirements of InfluencerMarketing • You must not engage in conduct that is likely to mislead and deceive; • You must not make misleading claims or statements Influencer content must comply with Australian consumer law which states: • ACCC - Australian Competition and Consumer Commission administers Australian Consumer Law (ACL) • ACCC can impose fines and does have legal clout - up to $10 million in fines for brands
- 32. Self Regulation ofthe Advertising Industry • AANA Code of Ethics updated in Feb 2021 with reference to influencer marketing – only AD recommended • Ad Standards manages the complaint resolution process of the advertising self-regulation system. • AIMCO Australian Influencer Marketing Council formed to provide best practice and educate the market • Not a regulator but more an educator to help brands, agencies and influencers make sense of the landscape
- 33. Disclosure requirements Disclosure is requiredwhen there is a contracted engagement. A contracted engagement can be anything verbal, an email, digital or other document that describes an engagement between an influencer and a client/brand/agency/platform Engagements are not just just financial – can include anything of value – discounts, experiences, product and merchandise etc.
- 34. Disclosure guidelines: No controlgifted If product is given and there is no ‘control’ over the content or no payment the recommendation is to still disclose the gift. • Include a #freegift hashtag or call out. For best practice we also recommend #ad hashtag or AD disclosure. • This should also be included in any reviews that are written for the brand. Source: FTC
- 35. Disclosure Guidelines • Useplatform disclosure tools as first preference • AD or #AD if disclosing • Most be clearly visible and distinguishable (no abbreviations) • Can use additional hashtags #ambassador #brandpartner • Video: superimpose the disclosure over the video and not just uploaded in the description. • Stories: Include in the start and end frame of a story • Live Stream: If making an endorsement in a live stream, the disclosure should be repeated periodically so viewers who only see part of the stream will get the disclosure.
- 36. • Rigorous vetting process of influencers upfront 1 Simple steps brands can take to protect themselves • Build disclosure and compliance into the contract and influencer agreements 2 • Have a robust internal compliance process 3 • Check content before publication with trained or a moderation process if the content will be posted organically 4 • If working with agencies ask for their process 5
- 37. Influencer contracts 1. ContractParties 2. Content Requirements 3. Content Timing 4. Content Duration 5. Term of Agreement 6. Disclosure Requirements 7. Exclusivity and exclusivity period 8. Media Usage Rights and period 9. Content amplification agreement 10. Payment and Payment Terms 11. Tax declaration 12. Dispute Resolution 13. Confidentiality 14. Indemnity
- 38. Measurement of Influence campaigns andinfluencer ROI
- 39. CONTENT • Posts/content outputs VISABILITY •Reach (AU Audiences) • Impressions • Views ENGAGEMENT • Engagements/ER • Clicks/saves • Traffic (web/social) REVENUE • Sales/loyalty Performance Measurement and ROI • Cost per Post (CPP) • Cost per Thousand Impressions (CPM) • Cost per View (CPV) • Cost per Engagement (CPE) • Cost per Click (CPC) Compared to industry benchmarks Influence impact higher for organic posts than amplified media (3 X) Spend Efficiency • Earned Media Value (EMV) • Equivalent cost of creating content Cost Equivalency
- 40. 40 Best in classtechnology
- 41. Customer stickiness “72% ofbrands actively engaged in influencer marketing believe that the quality of customers from influencer marketing campaigns is better than other marketing types”.
- 42.
- 43. Large scale word of mouthand trial with nano influencers building persuasive messages SOUPER TRIAL Social Soup: the house of integrated influence Strong ties of social networks trial and sharing products in shared experiences NETWORKER Trial and review creation across all tiers of influence on third party platforms REVIEW CREW Micro creators engaged at scale with potent engagement and high quality content CREATOR CREW Partner with the absolute authority and expert creators and content amplification SOUP PRO
- 44. Social Proof StrategyCanvas Brand/Product Messaging Experts Passion leaders and influencers What are your customers influenced by? Trial Social Media Platforms Amplification E-Commerce Platforms + Where can your product be purchased online? + Can you put reviews Objectives + Who are the experts in your field? + Who could you activate? + What is your Social Proof What does your brand need to influence people eg Reviews | Trial | Content | Awareness + Why are they engaged? + + How do you want to be portrayed in the market? + What are the top 3 things you want people to say about your brand? • • Do you need to get your product into peoples hands • What is the best way to do that • Do you have samples +What social channels are most important for your brand/ product + What UGC can you repurpose on your channels? + How will you extend to reach of your social proof? Target Market + Who is the consumer that will be best be suited to your brand? Who are your advocates Review Platforms + What sites are most relevant to your category? + What review platforms do people use to research products like yours? Key KPI’s + How will you measure success? What influences your customers Brand Matching Criteria +Archetype? +What are your core brand values Content Style • Style Who are the influencers? Platforms +Instagram, Tik Tok, Pinterest etc Tiers +Nano, Micro, Macro, Mega, Ambassador, celebrity Category +What key category suits, lifestyle etc Typology • What type of influence do we need
- 45. Social Proof StrategyCanvas Brand/Product Messaging Experts Passion leaders and influencers What are your customers influenced by? Trial Social Media Platforms Amplification E-Commerce Platforms • Brands own site • Adore beauty Objectives • Dermatologists • Trialing the product • Word of mouth and recommendation from friends and people in store • Reviews at point of purchase • Seeing trends/influencers they trust using it as part of a routine • Results! Seeing how it works to reduce the risk of upfront cost • How-to videos + Top things • Through scientific background and a rich history we are a product that really works • Hugh quality ingredients • Gentle on skin • An essential part of my everyday routine • Launch a new product • Drive momentum and awareness • Generate trial and purchase • Active skincare product • Run sample program with in-store purchase • nano sampling program • Instagram launch on brand channel • Share influencer content on brand insta. • Influencer created how-to • Leverage partner dermatologist to do a YouTube series • Influencer created how-to • Amplification from macro mega influencers from their own channels • Amplification from brand insta Target Market • Women 25-45 • Are looking for naturally derived ingredients • Prescribe to a more ‘holistic’ approach to their skincare • Are willing to pay more for quality • Are more ‘down to earth’ Review Platforms • Priceline • Chemist warehouse • Product review Key KPI’s • Actual Reach • Number of pieces of high quality content • Reviews on priceline • Widespread trial Who are the influencers? Platforms +Instagram + Youtube Tiers • Nano (trial/reviews) • Micro (content) • Macro/mega (content and reach) Category +Lifestyle beauty What influences your customers Brand Matching Criteria +Sage +Wisdom, intelligence, expertise, information, influence Content style • Clean earthy Typology • Educating and Relating
- 46. 46 Q&A TIME STARTING QUESTION: WHYINFLUENCER MARKETING?
- 47. Why Influencer Marketing? •Leveraging the trust influencers have with their audiences • Providing important social proof for brands that convinces and converts • Advertising isn’t working anymore and people aren’t watching • People engage with influencer and user generated content not with ads • Content that shows products and services with real people humanising brands • High quality content that can be leveraged across other platforms as powerful social ads Trust & social proof Access & engagement Story-telling & content 1 2 3