The State of

Influencer
Marketing
  Lyle Stevens
CMO Summit Co-founder & CEO, Mavrck
Austin, TX @thelylestevens
lyle@mavrck.co
3 Fun Facts
About Lyle
 

Lyle Stevens
Co-founder & CEO, Mavrck
@thelylestevens
lyle@mavrck.co
Raised in “cow country” of western
New York State.
Studied business and computer science
in Boston and paid my way as a Deejay.
Built enterprise grade identity services and
social networks for defense industry.
 The State
of Influencer
Marketing is
   
GREAT!
“Influencer Marketing” Search Trend
What my day feels like.
Doubled in 1 Year.
 Why is
Influencer
Marketing
   
Growing so
Fast?
 Mass Adoption Ad Fatigue, Blocking
of Social Media   & Fraud

Cost Efficiency over It’s Still an

Paid Social   Arbitrage  
 Why Now?
   
We spend more time on social networks
than anywhere else online.
 Source: GlobalWebIndex
social networks.
average time per day using
of consumers
believe

hours
recommendations
from friends and
family over
advertising.

1.7
We all know word-of mouth marketing is
more effective than ads.
 Source: Nielsen
family over advertising.
content from friends and
of consumers
believe

trust
recommendations
from friends and
family over
advertising.

83%
 Source: McKinsey
via word-of-mouth.
likely to trigger a purchase
of consumers
believe

more
recommendations
from friends and
family over
advertising.

50x
Word-of-mouth at scale was harder than
buying ads on social networks.
Influencer marketing has evolved to
become human-to-human at scale.
Evolution Driven by:

Data   MOAR Data  

(slang for more)
Data Has Unlocked Capabilities

Data Computer Predictive

Science   Vision Analytics  
Determine correlations Analyze indicators that Use look alike modeling
between meta data are not found in text to predict performance
Influencer Marketing works at scale for
multiple brand verticals.
 Per

1,000 4,571 12,944 2,282

Micro-Influencers Total Engagements Coupon Offers Offers Redeemed
Activated & Clicks on Content Downloaded in Store
 Per

$1 4.5 12.9 2.3

Total Engagements Coupon Offers Offers Redeemed
Spent
& Clicks on Content Downloaded in Store
 Per

1,000 15,750 3,625 208%

Micro-Influencers Emails captured from Purchases Return on
Activated friends Driven Investment
 Per

1,000 2,206 11,547

Micro-Influencers Posts Created by Engagements with
Activated Micro-Influencers Branded Video
 Large Shaving
Brand in
Boston

Per

1,000 17,940 7,563 6,703

Micro-Influencers Engagements & Email Addresses Coupons
Activated Clicks Driven Captured Downloaded
 Per

1,000 12,088 15,453 6,455

Micro-Influencers Engagements & Clicks on Coupons Purchases
Activated Micro-Influencer Posts Downloaded Driven
 Source: Mullen
sponsored posts.
click through rates than
of consumers
believe

higher
recommendations
from friends and
family over
advertising.

3x
 Source: AdWeek
Influencer Marketing.
for every dollar spent on
of consumers
believe

earned
recommendations
from friends and
family over

$6.50
advertising.
 When should
you consider
Influencer
   
Marketing?
If you are using social for brand initiatives
you should consider Influencers.
Two Primary Use Cases

1. Acquiring New 2. Engaging Existing

Customers Customers  
Ecommerce Mobile Create Product
Purchases   App Installs   Reviews  

Amplify Grow Fans Re-engagement

Content   or Subscribers   with Brand  

Claim Generate Collect

Coupons   User Content   Survey Data  
 Spectrum of
Influencers
   
 Mega   Macro   Micro  
Artists, actors, YouTube Executives, journalists Existing customers or
or social media stars or bloggers employees
 The .00001%   The 1%   The 9%  
Content prodigies who Who create authentic Who amplify content to
mesmerize us and engaging content their audiences
 Mega Quantity   Macro Quantity   Micro Quantity  
~5,000 across all social ~32,000 across all social ~15,000,000 across all
networks in the U.S. networks in the U.S. social networks in the U.S
 Choosing
an Influencer
    type
Three R’s of Influencer Marketing

1. Reach   2. Relevance   3. Resonance  

Ability to deliver content Strength of connection Ability to drive desired
to a target audience to brand or topic behavior from audience
 Reach  
Mega   Macro   Micro  
1M+, with 2% to 5% 10k to 1M, with 5% to 500 to 5k, with 25% to
engaged per post 25% engaged per post 50% engaged per post
 Relevance  
Mega   Macro   Micro  
Higher topical relevance, Higher topical relevance, Lower topical relevance,
Lower brand relevance Lower brand relevance Higher brand relevance
 Relevance  
Mega   Macro   Micro  
Why: wants to maximize Why: wants to maximize Why: Wants VIP
revenue opportunities revenue opportunities experience from brands
 Resonance  
Mega   Macro   Micro  
Lowest ability to drive Medium ability to drive Highest ability to drive
reaction from audience reaction from audience reaction from audience
 Resonance  
Mega   Macro   Micro  
Why: lowest amount of Why: medium amount Why: highest amount of
trust from followers of trust from followers trust from followers
 How To
Structure
Influencer
   
Marketing
Campaign Based   Always On  
Activation occurs during Activation occurs during
fixed flight schedule interactions with brand
 Rented   Owned  
Select from broker or Discover within existing
pre-screened list customer journey
Always On + Owned Strategy

Embed influencer
technology across the
Mobile Customer
consumer decision Apps, Websites Support and
journey so you can tap and Email Lists Loyalty
Programs
into the social capital of
your existing customers
at scale. Social Ecommerce
Channels and Site and
Blogs Offline
Points of Sale
 Structure  
Mega   Macro   Micro  
Campaign based Campaign based Can be campaign based
or always on
 Source  
Mega   Macro   Micro  
Rented for a campaign Rented for a campaign Can be rented for
campaign or owned
 Choosing an
Influencer
Content
   
Strategy
 Influencer Brand Co-Developed
Generated   Generated   Content  
Influencer creates content Brand creates content Brand provides
and fits a brand into it for influencer to share guidelines for influencer
 Content  
Mega   Macro   Micro  
Influencer generated to Influencer generated or Brand generated or co-
protect audience co-developed developed
 Measuring
Influencer
    Marketing
 Awareness   Engagement  
Impressions, views or earned Likes, comments, shares
media value or clicks

Audience Growth   Conversions  

New fans, followers or Downloads, installs or
subscribers purchases
 Measure
 
Mega
  Macro
  Micro
 
Awareness (impressions) Engagements most Conversions most
most common common common
Comparing Performance
Cost Per 1k Cost Per Click Through Cost Per Cost Per
Impressions Engagement Rate Lead Purchase
(CPM) (CPE) (CTR) (CPL) (CPP)
Sponsored
$6.38 $0.57 1.12% $14.88 $45.23
Facebook
Promoted
$11.50 $0.29 1.05% $13.74 $41.68
Tweets
Mega
$12.94 $0.55 1.24% $11.03 $33.54
Influencers
Macro
$13.76 $0.74 0.80% $8.26 $31.84
Influencers
Micro
$16.05 $0.83 3.92% $4.56 $12.17
Influencers
Analyzed 1 Billion impressions per tactic July to December 2015 across CPG, Retail, QSR, Entertainment and Travel
 Choosing
an Influencer

 
  Platform
 Platforms
 
Mega
  Macro
  Micro
 
7 Core Features of Influencer Platforms
Segment
Create audiences of
identified influencers
to activate in tailored
ways at scale
Incentivize Analytics
Manage and fulfill all Monitor performance
the different types of of your influencer initiatives
incentives offered in and optimize mid flight
exchange for activation to maximize ROI

Discover Activate Track Retain

Discover your relevant & Select a goal and Track posts, engagements Keep influencers
trusted customers who provide content to be clicks and conversions continuously engaged
influence friends/followers shared on specific driven per influencer, with your brand to
in your target market social networks network, campaign or drive recurring ROI
creative type
Questions to Ask Platforms

1.  How do you recruit influencers and verify their

data?

2.  How do you define influence and ensure it is

relevant to my brand?

3.  How do you identify and activate influencers?

4.  How is the content workflow managed?

5.  How do you measure performance?

 Summary of
Steps
   
7 Steps to Influencer Marketing

1.  Brand objective?

2.  Influencer type?

3.  Program structure?

4.  Influencer source?

5.  Content strategy?

6.  What to measure?

7.  Which platform?

Questions?
 

Lyle Stevens
Co-founder & CEO, Mavrck
@thelylestevens
lyle@mavrck.co