© 2015 Sprinklr. All rights reserved. Measuring the Influence of Influencers Chris Baccus SVP Digital Marketing, Caruso Affiliated November 12, 2015
© 2015 Sprinklr. All rights reserved.
Measuring the Influence of Influencers Chris Baccus SVP Digital Marketing, Caruso Affiliated November 12, 2015
© 2015 Sprinklr. All rights reserved.
Define Terms: What is Influencer Marketing?
How to Measure Influence Online
Determining the Value of an Influencer
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Marketing efforts done through collaboration with an individual or cluster of individuals who inspire audiences to make purchasing decisions based on their recommendations or experiences.
Influencer Marketing
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Influencer Marketing Delivers
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It’s a Numbers Game
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Why Fans Watch Sponsored Content Lags
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Averages are not your friend
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24 videos Average views: 1.8 Million
YouTube Audience and Channel Views
/ =
-77%
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What’$ an Influencer Worth?
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Like Brands. Influencers Only Reach a Small Percentage of
Their Audience Organically
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From the Media Kit: From Website Analysis Tool:
Build Your Own Media Kit
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Last 30 days with 197k followers. Only 666 mentions or .3% mentions
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Average Engagement with 1 Million + Followers: 1.4%
Average Engagement with Under 10,000 Followers: 3.8%
Engagement Ratios Indicator of a “Real” Audience
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Sample size of 100 Fashion influencers reviewing engagement (comments + likes) Fall 2015.
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Is it likes on Instagram?
YouTube video views?
Website Visits?
Purchases?
Be Clear on What Your Goals Are
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Use a set of assumptions to determine results.
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An Inflated Marketplace
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Going Rate
Influencer’s Audience Size
What their influence is likely worth
What uninformed marketers are paying that inflates the market
Not real data. For illustrative purposes only.
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Comply with FTC Disclosure Analyze Their Audience & Influence Determine How Sponsored Content Performs Don’t Depend on Organic Reach Alone, Add Paid Media to Your Influencer Efforts
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Thank You
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