Activating Macro & Micro Influencers for Maximum Effect - Krista Todd Vice President, Global Communications - PR News
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Activating Macro & Micro Influencers for Maximum Effect Krista Todd Vice President, Global Communications #PRNews @kristawtodd
AGENDA
1 Influencer Relations
2 Approaching Influencers
3 Tools, Resources, Legal Requirements and Agreements
4 Case Study: Ultimate Ears Collective
5 Actionable Takeaways
LOGITECH CONFIDENTIAL
But First…
An “off the record” story
#ironic
#socialmediaconference
MUSIC GAMING
CREATIVITY &
PRODUCTIVITY
VIDEO
COLLABORATION HOME
INFLUENCER RELATIONS
It’s not just about running a campaign,
it’s about building a community.
WHY Talking about ourselves all day can be so much fun.
WE WORK WITH THEM But when we let others do the talking for us, and have the
confidence in them to help tell our brand story, our
credibility and reputation are built up even further.
74%
of consumers say Consumers are looking for authentic viewpoints when
social media making purchase decisions.
influences their
purchase decisions We work with influencers because they:
➔ Are credible, external voices who present themselves
as advocates of the brand.
49%
of consumers rely on ➔ Allow us to touch new and different audiences.
influencers for
product ➔ Create new avenues of conversation with consumers,
as a human extension of our brand that fans trust.
recommendations
source: leverage mktg
WHEN Always. We must always think about the consumer, and
consider where influencers can support us during various
WE WORK WITH THEM touch points in the consumer journey, working to:
Entertain Educate Engage Evangelize
WHO THOSE FOR
REACH
THOSE FOR
CONTENT CURATION
WE WORK WITH
Mass awareness Quality, engaging content
Broad audiences Apply to our own channels
Each influencer may
accomplish different
goals. Not everyone will
span all four quadrants,
but instead may really
nail it with just one or two.
THOSE FOR THOSE WHO
SALES LOVE
Affiliate partnerships for conversion Authentic fans and evangelists
Influencer incentive who are willing to express it
IN A NUTSHELL:
HOW Identify the right partners,
Monitor their creative and social behaviors,
WE DO IT Engage with their content,
Build a relationship and trust,
Give them creative freedom to maintain authenticity.*IN A NUTSHELL:
HOW Identify the right partners,
Monitor their creative and social behaviors,
WE DO IT Engage with their content,
Build a relationship and trust,
Give them creative freedom to maintain authenticity.*
*within a
framework,
of course.Influencer Relations STRATEGY
Relationships first. Business second.
CREATE AN ECOSYSTEM OF STORYTELLERS
THE BIG IDEA
Develop an influencer ecosystem, establishing strong
relationships on global and regional levels to build an
ONGOING and ALWAYS ON external voice.
INFLUENCERS
AMBASSADORS ADVOCATES
Leverage influencers on social and beyond, Leverage influencers as content creators
across 360 integrated marketing efforts, for NPI and momentum campaigns,
spanning digital, web, POS and PR. monthly content and online coverage.WHO ARE OUR STORYTELLERS
● Subject matter experts with a strong following,
selected in collaboration with business group
and global counterparts
AMBASSADORS ● Leverage for social and beyond (360 marketing)
● Build in more time and budget due to higher
level of commitment
● Social content creators that we tap for
additional reach and engagement, mapped
INFLUENCERS
ADVOCATES ●
to overall BG and NPI objectives
Leverage for ongoing, always-on editorial,
NPI-Driven and seasonal activities and momentum content
Collective ● Set aside incremental budget for creative
and social footprint
● Loyalists and active fans who already create
compelling content
SUPERFANS ● Leverage for UGC, monthly content, seasonal
activities, surprise & delight momentsIDENTIFY PARTNERS AT THE SWEET SPOT
RELEVANCE
Do they align to our brand
purpose and campaign goals?
REACH Influencers should have a strong
Can they deliver our message connection to our brand identity and
to our target audience? the ability to collaborate in a way that
INFLUENCER is natural to their personal brand.
A larger follower count does not
SWEET SPOT
always mean a larger ROI. While there
are some outliers, we have seen
meaningful return with influencers in
our “magic middle” of 35,000 to RESONANCE
85,000 followers. Are they driving engagement
with the audience?
Fans should interact with influencer
posts regularly, engaging by liking,
commenting or sharing. Their
engaging content provides a human
relatability factor to our brands.START RELATIONSHIPS WITH INTERACTIONS
MONITOR
Monitor activity to vet
and assess where the
brand can engage
1 2 3
IDENTIFY ENGAGE
Identify influencers Like or comment on posts,
based on BG objectives Then explore seeding or
paid collaborationsAPPLY ACROSS THE CONSUMER JOURNEY
Entertain Educate Engage Evangelize
Drive awareness Push category Connect with Tell stories around the
through compelling education to assist audiences about IRL brand and products
content as consideration and use-cases and through momentum
consumers explore & push through the feature curated content, lifestyle
discover funnel content to further moments and more to
promote and engage keep us top of mind
new consumersInfluencer MEASUREMENT
MEASURING INFLUENCER RESULTS
Then setting KPIs that ladder
It starts by setting a
up to broader objectives.
clear goal at the onset.
Reach and Impressions
Awareness
Engagements (ER)
Engagement
CPE / CPM
Content
Content Quality
Sentiment
Follower Growth
Conversion
Sales*
*Primarily applicable to affiliate programsREPORTING THE RESULTS
REAL TIME. Covering influencer program
1 recaps as they occur.
MONTHLY. Gathering data each month to
2 measure mid-quarter progress.
QUARTERLY. Analyzing influencer work across
3 the quarter to measure progress toward
overarching FY19 communications goals.How we make it HAPPEN
Influencer Marketing Platform
1 Allows us to run advanced searches for influencer based on criteria
set or audience demographics, track and measure campaigns.
Social CRM
2 Social listening and monitoring is used to track conversations
of potential influencers or super fans. Also lets us track results.
Brand Brief and Training
TOOLS & RESOURCES
3 We develop a brand book for influencers to get them
immersed into the brand and collaboration, and also set
expectations on deliverables.
Planning and Execution Checklist
Use several tools and resources behind the
4 We look at influencer programs in five phases: planning,
scenes in order to run successful influencer outreach/negotiation, agreements, execution, monitoring
programs. and reporting.
CPM Calculator
5
While we don’t rely solely on a CPM model, we use this
calculator to help standardize price points and provide
context for negotiations.LEGAL Requirements
DISCLOSURE We take disclosures seriously! We ensure
influencers are educated upfront on disclosure
GUIDELINES requirements, sign an agreement to do so, and
we are continuously reminding partners on
expectations.
We must all do our due diligence to mandate it.
Find details here:
● Endorsement Requirements on LogiLife
● The FTC Endorsement GuidesINFLUENCER Use an influencer agreement to outline
requirements and expectations.
AGREEMENT
Includes the following:
● Scope of work and delivery schedule
● Reporting
● Term & Termination
● Public Disclosure
● Compensation
● Rights & Obligations of Influencer and
CompanyCASE STUDY THE ULTIMATE EARS COLLECTIVE INTRODUCING A WORLDWIDE INFLUENCER RELATIONS PROGRAM
WHAT’S THE COLLECTIVE?
The Ultimate Ears Collective is an
OVERVIEW always-on, exclusive, global roster of
influencers and content creators
Hand-selected to collaborate with to
create a steady, ongoing drumbeat of
unique content because they:
● Are fans or have done great work
with us in the past
● Match our brand
personality/aesthetic
● Create badass content that
resonates with their audienceDELIVERABLES
This is a 6-month contractual relationship (with
option to renew) with baseline deliverables* per
OVERVIEW month that include:
● At least 1-2 posts shared on influencer’s
Instagram channel
● At least 3 assets for Ultimate Ears to use
on the Ultimate Ears channels per month
● Reporting: Within 14 days of posting,
share:
○ Reach/impressions
○ Engagements
○ engagement rate
○ Instagram Story insights when
applicable
*Deliverables do vary and are customized from influencer to influencer.WHAT THEY GET FROM US:
● Complimentary product, sometimes
early
THE MOST IMPORTANT QUESTION ● Exclusive access to select events
● Global exposure on Ultimate Ears
HOW IS THIS A BENEFIT social channels
TO THEM? ● Support for passion projects
● Direct line to the team for product
feedback or content ideas
● Complimentary swag
● Long-term personalized relationshipMEET THE COLLECTIVE @ellenkimchee (US) - @braybraywoowoo @xshaydx (Canada) - @wheresmollie (UK) - @keela (Sweden) - Choreographer, all-round (Canada) - Photographer, Photographer, World traveler, Trendsetter, fashion cool mom adventurer outdoorsman adventurer rebel @willy (Germany) - @Larissariess (Germany) - @ahtlaqdmm (France) - @sandrarileytang @di2da (Hong Kong) - Sneakerhead, street DJ Photographer, urban artist (Singapore) - Singer, yoga Singer, b-boy, TV anchor, fashion influencer studio owner dance school founder
COACHELLA x ELLENKIMCHEE
INSTAGRAM TAKEOVER RECAP
APRIL 13-15, 2018ON @ULTIMATEEARS: INSTAGRAM POSTS
DAY 1: 14,493 reach DAY 2: 22,842 reach DAY 3: 15,825 reach
24,818 impressions 27,397 impressions 18,599 impressions
7,033 engagements 1,505 engagements 1,104 engagementsON @ELLENKIMCHEE: INSTAGRAM POSTS AND STORIES POST 1: 16,918 reach POST 2: 6,486 reach 20,961 impressions -- impressions 2,821 engagements 2,986 engagements
We can get real granular with Instagram
Stories. Within a single story, there are multiple
segments - and we can see the following across
every. single. segment:
● Reach
AND NOW, THE METRICS. ● Impressions
● Engagements
○ Interactions (Replies + Sticker Taps)
○ Taps Forward
○ Taps Back
○ Away Swipes
○ ExitsON @ULTIMATEEARS: INSTAGRAM STORY
● Common for multi-day Instagram takeovers, overall reach for the day and per segment gradually decreased.
However, with the exception of Day 2, we saw reach pick back up after the last Coachella act was over and the
influencers were in shown in screen.
● Segments that included the influencers, our speakers or Coachella acts were most compelling to fans. Other
content like general photos of their tickets, cars, or crowds did not perform as well.
Total Total Average Total Average Total Completion
Segments Impressions Impressions Engagements Engagement Impressions Rate
Per Segment Per Segment
DAY 1 8 44,301 5,538 42,339 5,292 44,301 62%
DAY 2 11 53,085 4,826 51,672 4,697 56,085 67%
DAY 3 16 69,922 4,370 69,005 4,312 69,922 56%EXIT RATE AT A GLANCE
However, in terms of Exits, which
indicates when a viewer leaves a
27.6%
Story, each of Ellen’s stories are
among the lowest exit rates.
13.8% Her content was compelling enough
11.9% 11.1% to keep fans and followers watching
the story.
5.4% 5.7%
4.2% 4.1% 3.7%WE LOVE “TAP BACKS” What content is compelling and engaging to followers?
DAY 1: MOST REVISITED SEGMENTS
Segment 1 Segment 3 Segment 6 Segment 4DAY 2: MOST REVISITED SEGMENTS
Segment 1 Segment 2 Segment 3 Segment 10DAY 3: MOST REVISITED SEGMENTS
Segment 2 Segment 2 Segment 13 Segment 15LEARNINGS & RECOMMENDATIONS
STORY LEARNINGS
“Longer stories = more exits” If it’s compelling, fans will watch.
theory debunked!
“Couchella” is real. People want to Higher tap back rates included
live vicariously through others and influencers in view, hero shots of
are interested to see the speakers, & experiences that viewers
experience through an influencer’s couldn’t get otherwise
eyes.
Use clearer CTAs in posts on the Photos were posted, but CTAs could
feed to drive viewership. have been clearer to drive people to
tune into the story.FESTIVAL LEARNINGS
Highlight portability on the way to An opportunity to tell a stronger story
the festival, fest-inspired fashion, around portability.
rather than at the music festival
itself during performances.
Crowded desert = poor cell service Cell reception was sometimes against
us. Create a more solidified content
calendar going in so that creative is
“pre” approved.ACTIONABLE TAKEAWAYS
Identify and engage influencers that fit your
brand
Takeaways
Create an ecosystem of storytellers - build
advocates & ambassadors
Measure what matches your business
objective
Thank You!
Provide toolkits, direction and feedback to the
influencer
#PRNews
@kristawtodd Use an influencer collaboration agreement
ktodd@logitech.com
Spend time reviewing results, learnings and
identify insightsAppendix
Design Company Multi-Brand, Multi- Category Company
CREATIVITY &
PRODUCTIVITY
We create navigation, expression and
communication solutions that enrich
and improve creativity and
productivity in the digital world.
LOGITECH CONFIDENTIALHOME SECURITY AND
ENTERTAINMENT
CONTROL
We design simple, yet powerful
products that help people take
control of their ever-growing
connected home.VIDEO COLLABORATION Logitech is transforming video conferencing by offering an easy and affordable way to collaborate with crystal-clear audio and razor-sharp video.
BRING MUSIC TO LIFE Ultimate Ears empowers you to spontaneously transform your world with music.
POWER YOUR PASSION A pioneer of wireless headphones for runners, athletes and fitness enthusiasts, motivating people to get outdoors and push themselves with music.
ADVANCE PLAY Logitech G is dedicated to advancing the performance and passion for play through unrivaled design and technology innovation.
PRO GAMING EQUIPMENT ASTRO Gaming, creates premium video gaming equipment and lifestyle products for professional gamers, leagues, and gaming prosumers.
WHY DISCLOSURES ARE IMPORTANT Marketers and influencers alike are
AND A NECESSITY. responsible for disclosing partnerships and
paid collaborations. Failing to do so will put
the brand and influencer at risk of scrutiny
and legal action by the Federal Trade
Commission and other global regulatory
organizations. No matter where it is applied,
it is the right thing to do.
It could also lead to consumer backlash, as
fans and viewers are responsive to feeling
deceived by brands, and quick to turn to
social to talk about it.● Disclosures must be “clear and conspicuous” in the social
SOME HIGHLIGHTS FROM THE post, enough to be noticed, read and understood.
● Marketers, companies and agencies are all at risk for
FTC GUIDELINES ●
enforcement, not just influencers.
Products that are paid for by the influencer or that were
received as part of a free sample giveaway in a store are
exempt.
● However, products given for free with the expectation the
influencer will post or write about them must be disclosed.
● Monetary value is not a determining factor. Being entered
into a sweepstakes or given an opportunity to appear in an
ad should also be disclosed.
● If it’s a video or post to an image-only platform, disclosure
should be within the content, not just in the descriptions.
● “Thank you” to a brand isn’t good enough if it doesn’t
clearly communicate the influencer got something for free.
● Disclosures in hyperlinks or buried in material a consumer
isn’t likely to read aren’t enough.You can also read
