The Evolution of Influencer Marketing
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The document discusses the evolution of influencer marketing, emphasizing that influence is not determined solely by follower count but often comes from individuals with smaller followings who have genuine connections. It highlights the importance of both online and offline word of mouth and advises businesses to focus on human behaviors rather than specific social media channels. Key strategies include leveraging everyday experts and trusted individuals as brand ambassadors to enhance credibility and influence consumer purchasing decisions.
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The Evolution of Influencer Marketing
- 1. THE EVOLUTION OF INFLUENCER MARKETING
- 2. INFLUENCE IN 1965… PAY CELEBRITY, BUY ADS
- 3. INFLUENCE IN 1965… PAY CELEBRITY, BUY ADS INFLUENCE IN 2015… HELP PEOPLE TALK TO PEOPLE
- 4. REACH IS NOT THE ONLY VIEW OF INFLUENCE
- 5. 91% OF SOCIAL MENTIONS COME FROM PEOPLE WITH LESS THAN 500 FOLLOWERS 500+ followers Less than 500 91% 9% Source: social monitoring website Mention Image: Jon Rieley-Goddard aka baldyblogger/Flickr
- 6. MOST OF THE PEOPLE YOU TRUST HAVE LESS THAN 500 FOLLOWERS
- 8. “INFLUENCE IS NOT ABOUT NUMBER OF FOLLOWERS OR A KLOUT SCORE... MANY TIMES, IT IS SOMEONE WHO MIGHT FLY BENEATH THE RADAR.” JEREMY EPSTEIN VP OF MARKETING, SPRINKLR
- 9. SOCIAL DOES NOT ALWAYS MEAN ONLINE
- 10. 1/3 Online Social Media 2/3 Offline WOM WORD OF MOUTH IMPACT ON CONSUMER SPENDING Source: kellerfay.com/2014-landmark-study/
- 11. REAL WORLD WORD OF MOUTH MAKES MORE OF AN IMPACT 1 OFFLINE IMPRESSION 1 PAID ONLINE IMPRESSION Sentience/Flickr
- 12. ! MORE THAN EVER, PEOPLE CRAVE GUIDANCE 50% 49% 38% 36% 31% 22% 22% 18% Searched Online Talked with Friends & Family Compared Products Online Sought Info on Manufacturer’s Website Read Product Reviews Sought Info on Retailer’s Website Read Comments Friended/ Followed/ Liked a Brand (ON AVERAGE, PEOPLE CHECK 10.6 SOURCES) Source: https://ssl.gstatic.com/think/docs/the-zero-moment-of-truth-macro-study_research-studies.pdf
- 13. DON’T JUST FOCUS ON SOCIAL MEDIA, FOCUS ON SOCIAL CONSUMERS
- 14. “ORIENT YOUR BUSINESS AROUND PEOPLE, NOT TECHNOLOGY. DON’T HAVE A FACEBOOK STRATEGY, OR A TWITTER STRATEGY… MAP TO HUMAN BEHAVIOR.” PAUL ADAMS FORMER GLOBAL BRAND EXPERIENCE MANAGER, FACEBOOK
- 15. Celebrity Social Everyday Experts MOVE PAST CELEBRITY
- 16. CATEGORY PASSION CATEGORY KNOWLEDGE CLOSE TO THE BUYING DECISION TRUSTED CHARACTERISTICS OF TOP INFLUENCERS
- 17. WIN INFLUENCERS OVER, SO THEY’RE GENUINE ADVOCATES FOR YOUR OFFERINGS
- 18. RETAIL INFLUENCERS ARE ASSOCIATES WHO TALK TO YOUR CUSTOMERS AT THE POINT OF SALE
- 19. CATEGORY PROFESSIONALS ARE PEOPLE WHOSE PROFESSION AND PASSION INSPIRE OTHERS TO LOOK UP TO THEM
- 20. CATEGORY INFLUENCERS HAVE AN UNSHAKEABLE PASSION FOR A TOPIC AND/OR BRAND, PLUS THE TIME AND MONEY TO BACK IT UP vancouverfilmschool/Flickr
- 21. Status Access Power Stuff MEANING TO THEM COST TO YOU INFLUENCERS VALUE RECOGNITION MORE THAN STUFF
- 22. GOPRO CREATED AN ARMY OF KEY INFLUENCERS ON THE RETAIL SALES FLOOR THROUGH INTERACTIVE PRODUCT KNOWLEDGE AND INCENTIVES “Retail employees share their impressions with hundreds of customers every year,” said GoPro's Senior Global Training Manager, “If we can arm one employee with pertinent product knowledge, they'll pass it along to their customer base. Over time, the value of reaching a sales associate becomes invaluable."
- 23. LULULEMON IDENTIFIES KEY INFLUNCERS INCLUDING YOGA INSTRUCTORS AND OTHER ATHLETES TO ACT AS BRAND AMBASSADORS In return, the company provides these influencers—the same people who were already respected and looked to for credible advice—with free gear to wear while participating in local events. Though they aren't paid, ambassadors are featured prominently on bulletin boards in the stores, lending the company credibility as a part of the community. Even better, these same ambassadors hold classes at the store level, placing the consumer and the advocate together closest to the point of sale.
- 24. REMEMBER THIS: IF YOU WANT TO INFLUENCE SALES, ENLIST EVERYDAY EXPERTS
- 25. LEARN HOW YOUR BRAND CAN IMPACT SALES BY GETTING THE RIGHT PEOPLE TALKING WWW.EXPERTICITY.COM