TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters"

Why Influencer Marketing MattersPresenter: Holly Hamann, co-founder, TapInfluence

6th Annual Social Media Marketing Conference

formerly

About Your PresenterHolly Hamann

holly@tapinfluence.com@HollyHamann

Co-founder, TapInfluenceSixth tech start-up

18 years in digital marketing Mathematics and Computer Science Degree

#TapInfluence

Blogger – www.LoveandMath.com Frequent speaker on social marketing

Where are your customers?

Disruptive Trends in Digital Marketing

Online Advertising

Content Marketing

Social Media

1. Banner Advertising Doesn’t Work

Advertising budgets are shifting to social media, and major brands are looking for intelligent, proven and measurable strategies to improve engagement and influence.

8% of internet users account for 85% of all clicks

Content Marketing – compelling, relevant content, developed internally or through a community of key influencers, is driving more meaningful and stronger levels of social engagement with consumers.

2. Consumers Want Content

There is only one true branding mechanism online and that’s content marketing.

Social Marketing – a new breed of technologies and best practices are emerging to target, automate and measure PR, sales, and marketing processes and the ROI of social marketing campaigns.

3. Social Media Creates Influencers

In 5 years, marketers will spend more on social, mobile, and video than search.

Shifts in Brand Marketing

Control

Impressions

Purchase

Reaching everyone

Conclusions

Facts

Linear (print/tv)

Partnership

Engagement

Consideration

Niche audience

Content

Opinions

Non-linear Mobile and video

The New Influencer

Customers Follow Her

What do influencers have that brands don’t?

What is Influencer Marketing?

Partnering with influencers who help create and share peer-trusted content.

• Helps reach more target consumers

• Creates trust

• Provides relevant consumer content

• Helps create highly engaging, authentic content (video and mobile, blog posts)

• Scalable

• Creates powerful earned media

• Effective supplement (or alternative) to banner advertising

Partnerships With Influencers Are Key

What do influencers want?

We asked 65,000 of them

• What does the ideal brand partnership look like?

• Which product category campaigns are most desirable?

• How does trust and social good influence partnership choices?

• How is influence measured?

• How effective are brands at connecting, pitching, and compensating bloggers?

• Which brands are the most successful at forming influencer partnerships?

We Wanted to Know

Survey Demographics

Core Influencer Categories

Top “Other” categories:

• Personal• Beauty• Books• Faith/Religion

This is where thousands of untapped powerful niche influencers live.

Hours per week spent engaged with other blogs

Hours per week

Bloggers who spend 6 or more hours per week commenting on other blog communities show a correlated increase in revenue.

Influencers favor brand-sponsored social media and blog campaigns!

• 60% respected brands who wanted to interact with bloggers, thought campaigns were fun, validated their blogs, or thought they were great opportunities to earn revenue.

• Less than 2% disliked brand-sponsored social media or blog campaigns.

93% have purchased a product based on information they found on a blog or online community.

What bloggers want in a brand relationship

90% of bloggers surveyed were somewhat or very interested in working with brands, provided they were compensated.

Most popular brand categories (view 1)

• 70% of influencers trust a brand more when that brand is promoted or recommended by someone they know from a blog or social media

• 56% of influencers trust a brand more when a campaign includes an element of “social good” (raising money or awareness for a non-profit or social cause).

What’s TRUST got to do with it?

How brands are reaching out to bloggers

58% of bloggers have never been approached by a brand to work on a

campaign

Effectiveness of brand pitches

Number of brand pitched received by bloggers each year

• Nearly 2/3 of bloggers reject at least half of the brand pitches they receive.

• 87% said personal feelings about a brand influences whether they will work with that brand.

• Nearly 2/3 of bloggers reject at least half of the brand pitches they receive.

• 87% said personal feelings about a brand influences whether they will work with that brand.

Elements of a good pitch

• Personal• Targeted• Relevant• Compensation• Clear • Organized • Concise

What product category campaigns were accepted?

Reasons for negative experiences

12% of bloggers had a negative experience working

on a brand campaign.

Brands creating successful partnerships

Just like any perfect relationship…

Influencers want:

Brands want:

How do you get it?

Photo source: Warner Bros.

What bloggers want How to get it

Commitment Engage bloggers for multiple campaigns to create relationships you can rely on for years.

Partnership Products and trends evolve over time. Take the time to ask bloggers about your brand and product. Then listen.

Respect Be as professional as you would with any business colleague.

Compensation Asking bloggers to work for free is short-sighted. Create powerful partnerships by providing mutual benefit and compensation.

Clarity Be clear about campaign scope (amount of work required, deadlines, compensation, non-competes, etc). Make it easy to say yes or no.

To champion valuable products Provide a high-quality product that is appropriately targeted (i.e. don’t ask a diabetic blogger to write about your chocolate bar).

Social engagement Follow bloggers on Twitter and Facebook, join their community discussions, comment on their blogs, get to know them.

Balance Create campaigns that accommodate family-oriented lifestyles.

Current Clients

Holly Hamann

Co-founder, TapInfluence

holly@tapinfluence.com

Thank You!