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SOCIAL MEDIA AND INFLUENCER MARKETING LECTURE

SOCIAL MEDIA AND INFLUENCER MARKETING LECTURE:
SOCIAL MEDIA, SCALE AND DOMINANCE:

SOCIAL MEDIA & GEN Z:
  • Part of the gen z team if you're 24 and under
  • Will make up to 40% of the population by 2020
  • Indirect buying power of over 1 trillion dollars in the US alone
  • Brands are competing for our attention 
  • Digital natives: connecting and consuming
  • More aware, concious and critical than ever
  • Access Instagram an av. of 16 times a day
  •  GLOBALLY:
  • There are 40.7 million social media users in the UK aged 18 and over — equalling 80% of the total adult population
  • Over 1 billion daily Instagram users internationally

IN THE UK:
  • More than one in five (22%) Brits use Instagram daily
  • 13% more likely to be a student
  • 48% of people say they use the Instagram app more now than a year ago
  • Buying decisions of Gen Z are influenced by Instagram (48%) and YouTube (50%)
OVERALL:
  • People love social media, or have a love-hate relationship with it
  • Social Media shapes the lives of Gen Z in a digital age, being instantly accessible, at any time
  • It's become essential to our daily lives 
  • It's allowed us to make better connections and collaborations - It allows for better buying decisions
  • It allows for inspiration
ALSO ALLOWS FOR:
  • A smarter audience, seeing what's 'real' and 'isn't real'
  • A more critical outlook, and opens doors for 'toxic' self-comparisons - Us to live in the 'digital world' opposed to the 'real world'
  • The fear of missing out and staying 'connected'.
ADVERTISING AND SOCIAL MEDIA:

BRANDS ARE:
  • Trying to create appropriate, authentic content which connects with the hearts and minds of their target consumers
  • Compete against each other in a growing and crowded market
  • Becoming aware of their consumers needs and desires; diversity, representation, empowerment, purpose
BRANDS USE SOCIAL MEDIA TO:
  • Establish a SM presence across major platforms, including Facebook, YouTube and Twitter
  • Create shareable content/ campaigns/competitions
  • Gathering feedback/insights
  • Create a 'loyal' customer base to
  • Improve brand credibility
  • Directly sell products
  • Use 'Influencer Marketing'
  • Share 'news'
WHY USE INSTAGRAM FOR BRAND ADVERTISING:
  • Visual content is 40x more likely to get shared on social media than other types of content
  • Video content is 8x more likely to be engaged with than photo based content 
  • Top brands are seeing a per-follower  engagement rate of 4.21%, which is 58 times higher than on Facebook, and 120 times higher than on Twitter
  • 90% of Instagram users are younger than 35
  • 32% of teenagers consider Instagram to be the most important social media network
  • Female internet users are more likely to use Instagram than men, at 38% vs. 26%
  • Posts tagged with another user (56%), or location (79%) have signi cantly higher engagement rates
  • Instant access to 'Insights' monitoring engagement and reception, and can be monitored, tweaked and/or changed to alter performance
PROS:
  • Easily target a larger/international audience
  • Easy to measure interaction and engagement
  • Consumers choose how they want to recieve their marketed content - Good for brand development
  • Bene ts its 'collaborators/infuencers'
  • Can be cost effective with a better ROI (Return on Investment)
CONS:
  • Crowded platforms/industry
IM (INFULENCER MARKETING):

HOW THE ROLE OF INFLUENCERS ARE CHANGING:
  • In uencer marketing is no longer 'new'
  • Tiers of In uencers continue to evolve and change
  • Influencers are also 'content creators'
  • Influence is a strategy, not a tactic
  • Brands increase investment
  • Increasing eye on guidelines, disclosure and legalities
  • The viewer/consumer is becoming more 'savvy' and 'aware
INFLUENCER MARKETING:
  • Focuses on targeting key industry leaders to drive brand messageand awareness to a speci c market of consumers via Social Mediaplatforms.
  • IM represents a unique opportunity for advertisers to instruct, inspire and intrigue potential buyers regarding their products andthe bene ts those products deliver through key 'content creators'.
INFLUENCER TIERS:
  • Different 'levels' of in uencers have different levels of reach and respectively, different audiences.
  • In fashion circles, all different levels will be used in different ways,
  • by different brands, depending on needs and budget, for example.
INFLUENCER MARKETING AND FASHION:
  • Sponsored content (Posts, Stories, Videos, IG TV, YouTube Videos)
  • Brand collaborations
  • Brand led events and trips
  • Reviews and blog posts (also boosts brand SEO)
  • 'Brand Ambassadorships'
  • 'Gifted' content (Posts, Stories, Videos, Blog Posts)
  • In-store events/meet & greets
  • Sponsored posts (rumoured to cost $1 million)
  • Sharing influencer created content 
  • Sponsored videos
  • Influencer collars/edits
  • Brand campaigns 
  • Brand trips
WHY BRANDS CHOOSE INFLUENCER MARKETING:
  •  70% of millennials are in uenced by their peers in buying decisions.
  • 30% of consumers are likely to buy a product recommended by a
  • non-celebrity in uencer.
  • 39% of marketers were planning on increasing their In uencer
  • Marketing budgets in 2018.
  • 70% of teenage YouTube subscribers said they relate more to
  • content creators than celebrities.
  • 81% of consumers frequently purchase items they’ve seen on
  • social media.
HOW BRANDS MEASURE SALES FROM INFLUENCER MARKETING:

  • Af late Links
  • Promo Codes
  • Measurable Insights - Impressions & Engagement
  • Google Analytics/SEO (Search Engine Optimisation - Seach Terms) - Website/Blog 'Clicks'
  • Measured Sales (Brand/Speci c Products)/Sign-Ups
  • Increase of Follows
  • Reposted Content
  • Brands expect an increase in sales and increased impressions and/or engagement in return for In uencer Marketing.
THE IMPORTANCE OF INSIGHTS:
  • Shows how well a page is performing - follows/views
  • Shows engagement - likes/follows/viewa/saved or shared posts in
  • relation to a speci c piece of content
  • Website click-through
  • Email click-through
  • Makes comparisons between posts/in uencers/pages visible
  • Tracks page growth
  • Gives information on best performing times of day for content to be shared, viewed and engaged with
BRAND CONSIDERATIONS FOR INFLUENCER PARTNERSHIPS:

WHAT BRANDS LOOK FOR IN INFLUENCERS:
  • Demographics of their Audience
  • Engagement and Impressions of their content
  • Aesthetic and Narrative of their posts/videos
  • Sell-through of Products and/or Services
  • Platforms of Use
  • Scale and Location (Local, National, International) - Ethics and Beliefs
  • It's important to pair the right in uencer, with the right brand and the right product, which in return is right for the target audience.
IRM (Intentional Relationship Model):

ONE:
-  Objective Setting
-  Audience Alignment
-  Measurement Plan
  • TWO

    - Experience Map
    - Media Plan
    - Cross Channel Integration
    - Influencer Identification- Mapping & Evaluation

    THREE:
    - In uencer Identi cation- Mapping & Evaluation

    FOUR:
  • -  Programme Brie ng
  • -  Audience Insights
  • -  Content Co-Creation
  • -  On-going Relationship
    Management

    Identifying & Finding the Right Influencers:


    - Influencer's can be expensive ending the right Influencer who has the right target audience/ethics/image for your brand/product is key.


    RESONANCE CRITERIA:
    - An In uencer's abilityto drive measurable engagement within the target market.

    RELEVANCE/EXPERTISE CRITERIA:
    - How an in uencer aligns withthe brand or topic to reachyour audience.

    REACH CRITERIA:
    - Determine audiencesize, or how manypeople will be exposed to the message.

    Align on KPIs and Business Objectives:

    - Influencer's can be expensive -measuring return on investment and performance against business targets and objectives is important. 

    RELEVANCE/EXPERTISE METRICS: 

    - Category Relevance: Brand + Product + Competitor
    • -  Subject Matter: ConversationTopic Overlap
    • -  Audience Relevance: Fan Base/Followers

      RESONANCE METRICS: 

      - Authenticity

      - Storytelling
      - Quantitative Response - Qualitative Response


      1. REACH METRICS: 

        - Primary Reach: Followers, Likes
        • -  Engagement:Comments, Shares,Likes, Re-Posts, etc
        • -  Frequency: Posts/Videos per Week/ Month

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