The Rise of the Social Influencer
3 Major Sources of Marke:ng Disrup:on
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1. Decline of Online Adver1sing
2. Focus on Content Marke1ng
3. Rise of Social Influencer
Banner Adver:sing
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8% of internet users account for 85% of all clicks Comscore
Content Marke:ng
There is only one true branding mechanism online and that’s content marke1ng. Forbes
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Social Media
1,600,000,000
500,000,000
48,700,000
1,000,000,000
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Social Media is the #1 activity on the web
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Marketers Used to Have The Edge
For the first 1me in history, consumers know more about the top marke1ng channel than brands do.
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Major ShiFs
Control Impressions Purchase Reaching everyone Conclusions Facts Linear
Partnership Engagement Considera1on Niche audience Content Opinions Non-‐linear
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Does Social Media Affect Consumer Behavior?
• 74% of consumers rely on social networks to guide purchase decisions (SproutSocial)
• Consumers are 71 percent more likely to make a purchase based on social media referrals (HubSpot)
• Out of 53% of consumers who said they use Twitter to recommend companies or products in their Tweets, 48% bought that product or service (SproutSocial)
• 49% of consumers use Facebook to search for restaurants (Mashable) • Facebook is the #1 online channel for influencing the purchase of baby products
(Mashable) • Twitter is the #1 online channel for influencing purchasing decisions surrounding
electronics (Mashable) • 81% of US respondents indicated that friends’ social media posts directly
influenced their purchase decision (Forbes)
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How Valuable Is Influencer Behavior?
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Meet the new social influencer
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Why She’s Influen:al
What does she have that you don’t?
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1. Trust 2. Very targeted audience 3. Authen1c consumer
experience 4. Already crea1ng content 5. BeTer, faster, cheaper 6. Shareable 7. Professional
Difference between advocate and
influencer
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What’s the big deal about Influencer Marke:ng
1. Paid media 2. Earned media 3. Owned media
Influencer Marke:ng is growing 4X Display Adver:sing
Source: Technorati and eMarketer
Thank you!
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