Beyond the Celebrities

Transcript

1 No Like, Sorry Irina 1750 "No Ronaldo, No like" 3775 You are nothing without CR7 460 Ronaldo made your name 121 Where is Ronaldo??? no like 1750 New fashion "No Ronaldo No Like"...lol 18 Ronaldo has better legs 135 No Blatter no like! 980 No Cr7 no like 858 You are nothing without CR7 460 Your fame its all from CR7 30 Alone? Cristiano is not. 239 Nobody cares 290 No Like, Irina 1240 No cr7 no like 840 You re 0 without Ronaldo Irina Shayk 4.3 M 6.7 M Beyond the Celebrities Come cambia il mercato dell Influencer Marketing grazie all Automation

2 CHI SIAMO Stati Uniti Italia Regno Unito Francia Spagna Svizzera Polonia

3 OVER 200 CLIENTS Clienti Agenzie

4 QUATTRO VERITA DELL INFLUENCER MARKETING#1 1.I Consumatori Earned non Media si fidano Remain the più trusted delle format pubblicità dei brand! Global Trust in Advertising Survey, Q and Q Source: Nielsen

5 QUATTRO VERITA DELL INFLUENCER MARKETING#2 2.Le tradizionali forme di advertising online non funzionano più. $21.8bn Ad Revenue Loss Estimated from Ad Blocking in (Adobe) Global Monthly Active ad Blocking Software Users (desktop)- Source: PageFair

6 QUATTRO VERITA DELL INFLUENCER MARKETING#3 3. Adblock non è il tuo solo nemico. Lo sapevi che? 88 percent of the ad-clicks were made by bots on the LinkedIn ad platform, while at worst, 98 percent were from bots on the Google ad platform. 56,1% of all impressions are not seen. (Google) Ratio of Ad-Bot Clicks to Human Clicks - Source: oxford-biochron.com

7 QUATTRO VERITA DELL INFLUENCER MARKETING#4 4. Il word of mouth è il principale driver in tutte le decisioni di acquisto. Top 3 factors that influence whether a product is considered at each stage of consumer decision journey - Source: McKinsey

8 IL POST COME PERFORMANCE CONVERSAZIONI, SENTIMENT E SOCIAL REACH SONO KPI FONDAMENTALI

9 INFLUENCER MARKETING - DEFINIZIONE INFLUENCER MARKETING L influencer marketing è l arte di costruire e mantenere nel tempo relazioni con influencer/ opinion leader per raggiungere obiettivi di marketing. INFLUENCER Un influencer è un individuo indipendente che ha la capacità di creare un opinione ed essere ritenuto influente (cioè competente ed autorevole) rispetto ad una tematica precisa.

10 INFLUENCER MARKETING AUTOMATION- DEFINIZIONE IMA Influencer marketing Automation è un innovazione che grazie all impiego della tecnologia combina tutte le fasi cruciali di una campagna di Influencer marketing trasformandola di fatto in un nuovo canale media 2. NEGOZIAZIONE 4. DISTRIBUZIONE GESTIONE 5. MISURAZIONE

11 IMA INNOVATION CAMPAGNE TRADIZIONALI scouting manuale pagamento cash assenza di dati BRANDS AGENCIES COMMUNITY MANAGER ACTIVITY CELEBRITIES BUZZOOLE scouting dinamico engagement genuino analisi del ROI SaaS FROM PREMIUM TO LONG TAIL

12 INFLUENCER MARKETING AUTOMATION - BUZZOOLE TECHNOLOGY Reach Resonance Relevance Open D Buzzoole algorithm Semantic Analysis Data Mining leisure politics fashion business Social Graph sport media society technology

13 BUZZOOLE FOR USERS Influential Topics Society Startup Music Technology Business Leisure Politics 56,1% 97,5% 62,6% 48,6% publishers 69,9% 67% bloggers 80,1% 300 M total audience

14 The Adwords of Buzz

15 Campaign Setting

16 KPI definition CPP

17 KPI definition CPP CPV

18 KPI definition CPP CPC CPV

19 KPI definition CPP CPC CPV CPE

20 Estimated Performance Model Blogs Estimated Reach Social Influencers Reach (Est.) Blogger Reads (min. 800 per article) CTR 5% Social Reach (based Influenc ers Reach (based on avg CTR 2% Viral Reach (30%) EST. REACH Earned Media Blogs COST EARNED ROI 3,35 MEDIA Earned Media Social

21 Real Time Monitoring

22 Performance Measurement

23 DETECT REAL NICHE INFLUENCERS : + EFFECTIVE Più disposti a condividere, con entusiasmo, i contenuti dei brand. Più genuini nella presentazione dei prodotti alla propria audience. Meno dispensiosi da ingaggiare. Tassi di interazione maggiori rispetto alle celebrità. MORE REACH CELEBRITIES LESS GENUINE (CASH) PUBLISHERS FANS MORE INFLUENCE FRIENDS MORE GENUINE (REWARDS)

24 MOVE OVER KARDASHIANS Fashion Blogger Influencer Average Engagement Rate % rispetto alle celebrity Average cost/tweet $50-$150 $50,000-$150,000 kim kardashian Celebrity Average cost/tweet $20,000-$35,000 Average Engagement Rate 6.0

25 6 TYPES OF BUZZOOLE CAMPAIGNS 1. Increase conversation Introduce your brand and your products/services to a new audience 2. Instagram Campaigns Raise the awareness by asking users to take pictures featuring your products 3. Gain Product Reviews Send exclusive gifts or products to get reviews or recommendations with high visibility in SERPs 4. Become Trend Topic Support your live tweeting campaign or boost your hashtag on Instagram 5. Boost your Social Media post Increase your social media exposure by growing the organic reach of your content 6. Link Popularity Get linked by trusted domains to help your positioning to grow up!

26 CONVERSATION INSIGHTS

27 CONVERSATION INSIGHTS

28 KEEP IMPROVING 2016 NEW FEATURES Retargeting Programmatic

29 CONCLUSIONI E TU? 1.Bot, Adblock e Viewability minano l affidabilità dei KPI display. 2. Il word of mouth è il driver principale nelle decisioni di acquisto. 3.Le Celebrities possono oscurare il tuo brand. 4.L IMA trasforma le digital PR in un nuovo canale media.

30 JOIN THE INFLUENCER MARKETING REVOLUTION

31 GRAZIE!! Fabrizio Perrone Chief be social, be valuable