Influencer Marketing Benchmarks and Other Key Takeaways

Influencer Marketing BenchmarksKey Takeaways for Brands

JUNE 16, 2015

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Today’s Presenters

Katie PaulsenSenior Director of Brand Sales, RhythmOne

Caitlin QuarantoSenior Director of Influencer Marketing, RhythmOne

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Agenda

• Report Methodology• Earned Media Value & Results• What Drove Success for Brands

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Influencer Content Program Overview

Content Creation

Social Amplification Distribution

60k

27k

4k

57k

1k

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Report Methodology

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Methodology: The Numbers

48INFLUENCERMARKETINGPROGRAMS

IN 2014

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Methodology: The Numbers

15ADVERTISERVERTICALS

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Methodology: Program Distribution

Advertiser Vertical (% of Total 2014 Influencer Programs)

23%

19%

15%13%

6%4% 4%

16%

Retailers & Apparel CPG Foods Grocers & Supermarkets Tourist Destinations & Travel Shoes Home & Garden

Toys & Games Others

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Methodology: The Numbers

662INFLUENCERS

Earned Media Value & Results

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Definition of Earned Media Value

Earned Media Value refers to the media value that can be attributed to publicity, social sharing and endorsement. It is an effective measure of an advertising campaigns success at reaching beyond the bounds of it’s paid placements and a good way to understand the “amplification-effect” of Influencer Marketing.

EARNED MEDIA COMPONENTS

Blog Comments/Replies

Contest Entries

Facebook Shares

Facebook Comments

Facebook Likes

Facebook Shares from Posts

Re-Tweets

Twitter Favorites

Twitter Shares from Posts

Pinterest Re-Pins

Pinterest Likes

Pinterest Shares from Posts

Instagram Comments

Instagram Likes

Google+ Comments

Google+ Likes

Google+ Shares from Post

15% of Facebook Reach

5% of Twitter Reach

20% of Pinterest Reach

25% of Instagram Reach

20% of Google+ Reach

Clicks to brand URLs & shares using campaign hashtag

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Results

$6.85RhythmOne

Average

Earned Media Valuefor Every Dollar of Paid Media

[By Advertiser Category]

CPG Food Success

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• Mom target• Multiple posts per blogger• Social Amplification• Distribution units

EMV of

$11.33 for every dollar of paid media

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Retail/Apparel Success

• Millennial Target• Multiple posts per blogger• Social Amplification• Distribution Units• Giveaways • Brand use of content

EMV of

$10.48for every dollar of paid media

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Travel Success

• Influencer selection (geos for travel)

• Social Amplification• Distribution Units• Experiential

EMV of

$7.04for every dollar of paid media

What Drove Success for Brands

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Best Practices

• The Right Influencer• Content Ideation• Brand Ambassadors• Giveaways• Getting Creative• Social Amplification• Distribution Units• Brand Enthusiasm

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The Right Influencer

by PASSIONMoms Millennial Nutrition Crafts

AutoDécor Music Food Green

TechFashion Wellness Gaming Gadgets

TravelBeauty DIY Fitness Sports

Entertaining

by PLATFORM

3. by VOICEQUALITY CREATORSUnique custom content creator

FIRST-CLASSPremium high end spokesperson

BUZZ BUILDERSEveryday influencers

EMERGE:

ACCELERATED GROWTH RATE

7 key ingredients in our search for emerging digital INFLUENCERS

SOCIAL POWER

VIRAL DISTRIBUTION

COMMUNITY LEADERSHIP

CONSUMER ENGAGEMENT

AESTHETICALLY APPEALING

EXPERTISE IN FOCUSED AREA

Key Influencer Traits

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Content Ideation

• Utilize experts to create a strategy• Authenticity through influencer creativity & voice

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Brand Ambassador Programs

Building Influencer Relationships to consistently connect with their communities

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Giveaways

• Low barrier to entry• Easy for influencer and consumer

Getting Creative

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Influencer Content Contests

Influencer Hosted Events

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Social Amplification

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Distribution Units

Brand Enthusiasm | Brand.com

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Influencer PostBrand.com Influencer Integration

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Brand Enthusiasm | Social

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Summary

• The Right Influencer• Content Ideation• Brand Ambassadors• Giveaways• Getting Creative• Social Amplification• Distribution Units• Brand Enthusiasm

Thankyou.

Katie [email protected]

Caitlin [email protected]

Q&A

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