Using actionable social data to identify and engage influencers.

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Insights Driven Marketing

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2
Hosts
Devon Wijesinghe
@DevonWijesinghe
CEO at Insightpool
Errol Apostolopoulos
@errol33
SVP of Product at Crimson Hexagon

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The Influencer Marketing
Landscape is Changing

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The Google trends graph for “influencer marketing” has increased
by 5000% this year and continues to increase

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Influencer Marketing is the fastest growing marketing channel
for customer- acquisition
57%of Millennials and Gen Z say
they trust people they follow
online, while only 40% say they
trust celebrities

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g Audiences Don’t Equal Advocacy
eMarketer, May 2016
In fact, particularly large audiences are more passive. When looking to influencers with
smaller audiences we consistently find significantly HIGHER engagement rates.
Don’t be fooled by big numbers alone.

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g Earn Your Influence, Don’t Pay For It
Influencer Marketing is fundamentally about leveraging the credible voices of others to build
awareness, consideration and take action around your brand or cause.
Credibility doesn’t start with a cash transaction… EVER.

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Warning Signs On The Horizon
6NYTimes
The practice of paid influencer marketing is already facing headwinds that brands need to be aware of as they navigate the space.
Ethics Challenges: Walking the line between paid
and authentic raises a series of transparency hurdles
for brands
• 25% of influencers have been asked not to disclose
paid posts by their brand partners
• 95% of influencers insist to disclose to their audience
that a content is sponsored.
Legal Regulation: The FTC is advancing
regulation designed to enforce greater transparency for
all instances of paid influencer marketing.
Escalating Costs: Celebrity and other pay-for-play
influencers continue to demand increasing fee
structures. Celebrity influencers with more than 3
million followers charge $187,500 on avg for a a single
sponsored YouTube video.

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Why Influencer Marketing Matters
& Where It’s Going

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(2) Reuters, (1) Nielsen, (3) Adweek
Purchase Decisions Now Happen Outside of Traditional Channels
47%Of online consumers
use ad blockers
92% 74%Rely on social networks to
guide purchase decisions
Of people trust strangers
over brands

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Where are
they?

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Influencer Marketing In Action

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Why it Works?
•Influencers are people who inspire you
•They are individual to each person
•The best influencer marketing
campaigns feel genuine and organic.
•This gets users excited to re-share
your content or support your cause

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Influencer Marketing: Steps to Success
1.Identify who the influencers are
for your market
2.Learn the audience interests and
target influencers based on fit
3.Consider the platform you will be
promoting on and tailor your
messaging & strategy accordingly

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Step 1: Identify the Influencers

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Step 2: Affinities of Interest Around GMOs

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Tailor your influencer strategy to target the most
relevant platform for your market or cause

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Step 3: Tailor Your Campaigns Accordingly

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@NonGMOProject
@Back2NatureFoods
@mambosprouts
MadSciences
HuffingtonPost
Food INC
EatLocalGrown
antiwo
@GMOmgtg
Influencer Marketing:
The Ultimate Word of
Mouth

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Drive ROI With
Influencer Marketing Done RIGHT

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Influencer Marketing Drives Results
9.6x
ROI
90% 70%seek out opinions
before purchase
Sources: eMarketer; CMO.com; Adweek
Of Buying
Decisions

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Find your personal and
brand influencers.
Craftsman #MADEtoRACE Campaign
Consumers behavior has
changed, and can no
longer be controlled
They are made up of
characteristics now, and
not just demographics

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g Identify Unique Audiences
Craftsman wanted to use Insightpool’s unique
algorithm to not only identify key influencers, but
build 1:1 organic messaging and increase their
acquisition rate and engagement rates.
Insightpool identified these main groups to target
the campaign towards:
• Overall Racing Fans
• Women Racing Fans
• Women Pro Racers
• Classic Car or Car Restoration Lovers
• Automobile Journalists

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g Engage on Their Home Turf
Don’t force your engagement with
influencers on your preferred channel
Understand their preferred venue and
engage with them there
“Through authentic messaging, we were able to
activate an audience who was enthusiastic and
engaging, sharing personal photos and anecdotes
with our brand. With an impressive 27% acquisition
rate, that hyper-relevant audience is now a part of
the Craftsman Twitter family,”
- Cristina Cordova, Head of Digital Communities

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Q&A
Interested in learning more about Insightpool and Crimson
Hexagon? Connect with us!
www.crimsonhexagon.comwww.insightpool.com