Ad Tech Final Presentation PDF

#adtechinfluence
5 Things You Need to Know About Influencer Marketing #adtechinfluence

Pina Hornyak Senior Manager, Consumer Engagement Pfizer Consumer Healthcare Jordan Herrmann Marketing Director Social Media Link
www.socialmedialink.co
Why Are We Here Today?
#adtechinfluence
! 74% of marketers report they will deploy influencer marketing strategies in the next 12 months ! More than 50% will be allocating budgets for influence marketing strategies
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#adtechinfluence
?!
www.socialmedialink.co 3
#adtechinfluence
#1 Everyone Influences.
Its what kind of influencer your brand needs that matters.
What Do Influencers Offer Your Brand?
#adtechinfluence
! Trusted Recommendations
Image credit: ljsilentg
#adtechinfluence
92% of consumers TRUST online recommendations from people they know 70% TRUST online recommendations from people they dont know
of consumers trust online advertising &

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33%

! Engagement & Action
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84% report that recommendations from friends and family have prompted action and 70% reported taking action from consumer opinions posted online
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#adtechinfluence
25% to 40% of all traffic and LEAD

generation comes from earned media
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! Purchase conversion
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#adtechinfluence
81% of US consumers indicated posts

from their friends directly influenced their PURCHASE decision.
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#adtechinfluence
Consumers are 71% more likely to purchase based on social media referrals
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! Trusted Recommendations ! Engagement & Action ! Purchase conversion
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Different Kind of Influencers
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Influencer Strategy
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#2. Influencer Marketing is Not About Just Amplifying Your Brands Message
Its about creating real conversation, authentic interactions and real sharing
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Top Three Items to Remember When Approaching Influencer Execution 1.! Your Brand Objectives 2.! Context is King 3.! Exclusive Brand Experiences Spark Content
#adtechinfluence
#adtechinfluence
Back to Basics: Why Do People Share Online?

! Bring value and entertaining content to others ! To define ourselves to others ! To grow and nourish relationships ! Self-fulfillment ! To get the word out about causes and brands
Psychology of Sharing, New York Times 2012
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#adtechinfluence
Why Do People Share About Brands Online?
Yahoo! Comscore
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Design a Shareable Brand Experience

!! Addresses the motivations for sharing !! Offers value and education !! Sparks stories
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Case Study: Childrens Advil

! Identified and mobilized two waves of 10,000 socially-connected moms with higher than average social networks Delivered exclusive experiences with Childrens Advil brand Included digital call-to-action links for friends and followers Provided key social sharing tools for moms to spread their experience across social networks Engaged through education and key brand messaging
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Case Study: Childrens Advil

! ! ! Generated over 40,000 social posts 500+ reviews on key online retailer websites Generated more than 7.7MM impressions to friends, followers and readers Increased social media share of voice by an average of 163% More than 25,000 secondary engagement clicks from friends and followers Average of 53% of moms say they have purchased Childrens Advil since participating Among friends of participating moms, those exposed to a review were 30% more likely to purchase than those not exposed*
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! !
Radian 6, SmileyInsights Generation 1 Study
#adtechinfluence
#3. Size Matters. Scale Influencer Marketing
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Steps to Scale
! Mobilize key influencers with a central and relevant task ! Make it easy for them to share with their social networks ! Prompt action from friends, followers and readers
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#4. No On/Off Switch
Create an integrated, ongoing strategy, not a one-off campaign
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Engagement Strategy
! Develop relationship ! Provide value ! Reactivate and engage
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#adtechinfluence
#5. Measure Influencer Programs Differently From Media Buys
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Top Social Media Marketing Goals
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Influencer Marketing Metrics

Engagement
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Research
Activity
Social Universe Presence
Influencer Programs
Sentiment
Reach
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Key Takeaways
#adtechinfluence
1.! INFLUENCE IS DEFINED IN DIFFERENT WAYS. Understand how to leverage different kinds of influencers to move the needle and conversation for your brand. 2.! CREATE REAL CONVERSATIONS. Design an experience with your brand that focuses on the consumers motivation to share with friends and followers. 3.! MOBILIZE AND SCALE. Scale influencer marketing by mobilizing targeted consumers, making it easy for them to share and prompting viral reach to social networks 4.! NO ON/OFF SWITCH. Develop an ongoing relationship that provides value 5.! MEASURE BY ACTIONS TAKEN. Know what metrics are cross-channel and what metrics are unique to influencer marketing
#adtechinfluence
Thank you!
Pina Hornyak Senior Manager, Consumer Engagement Pfizer Consumer Healthcare Jordan Herrmann Marketing Director Social Media Link Jordan.herrmann@socialmedialink.co
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#adtechinfluence

5 Things You Need to Know About Influencer Marketing #adtechinfluence

Why Are We Here Today?

Its what kind of influencer your brand needs that matters.

What Do Influencers Offer Your Brand?

Image credit: ljsilentg

of consumers trust online advertising &

What Do Influencers Offer Your Brand?

25% to 40% of all traffic and LEAD

What Do Influencers Offer Your Brand?

81% of US consumers indicated posts

What Do Influencers Offer Your Brand?

Different Kind of Influencers

Back to Basics: Why Do People Share Online?

Why Do People Share About Brands Online?

Design a Shareable Brand Experience

Case Study: Childrens Advil

Case Study: Childrens Advil

Radian 6, SmileyInsights Generation 1 Study

#3. Size Matters. Scale Influencer Marketing

#4. No On/Off Switch

Create an integrated, ongoing strategy, not a one-off campaign

#5. Measure Influencer Programs Differently From Media Buys

Top Social Media Marketing Goals

Influencer Marketing Metrics

Social Universe Presence

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