It’s the beginning of the holiday season and our developers are in a giving mode! We’ve prioritized recent feature requests, and have an exciting list of new features to offer to our brand clients. Here’s a breakdown of what you will now see in the app.
Brand Health Widgets including Share of Voice
We’ve recently added a “before/after” set of dashboard metrics for all Virtual Agent campaigns so brands can more efficiently monitor their brand health before, during and after campaigns. These new metrics include a graphic view of your brand’s Share of Voice compared to two competitive brands.
We’ve added two new sources for this data on top of Twitter mentions, including Facebook’s ‘Talking About Now’ metrics and Google trends. This new SOV widget- along with social engagement metrics, top posts, and more- will provide marketers with complete transparency into their ongoing campaigns over time.
We’re now utilizing a fully passive algorithm to help determine an influencer’s age. The algorithm currently provides 75% accuracy for all influencers in our app. Based on the same underlying research and ideas that Facebook uses we can now put our influencers into various age brackets based solely on their images.
The amount of content being produced by brands on a daily basis is exploding, and that content keeps getting better and better. What might have been considered ‘quality’ content a year or two ago may not qualify as such today. There’s so much variety out there now – blog posts, emails, photos, videos, social media posts, etc. – that we’re seeing two things:
1. It’s hard for consumers to keep up with and pay attention to all of the information they receive
2. It’s hard for brands to truly stand out to consumers
As content continues to get better and the amount that is published increases exponentially, brand customers, prospects, and followers are also shifting their content expectations. To get their attention, and even hope to get engagement from them, brands need to connect with them on a more personal level than ever before, all while understanding their interests, passions, and values. Brands must be informing, educating, or entertaining their audience- sometimes all at once.
Virtual Reality Video Immersion
With the current interest in virtual reality technology comes an opportunity for brands to earn the attention of potential consumers through actual video ‘experiences’. Virtual reality technology allows brand followers to become an immersive part of the content rather than merely a spectator, viewer, or reader. They will feel as if they’re actually in the video and part of the story, due to the 360-degree views all around them.
360fly Video by Rob Holland
For brands in certain industries, such as travel/tourism, hospitality, agriculture, and entertainment, 360-degree video has already proven to be helpful in connecting with followers and providing them with authentic, unique experiences. St. Giles Hotel educated their followers about cities where they have hotels by putting 360-degree cameras into guests’ hands and encouraging them to capture the city they were visiting. Authentic Food Quest gave followers an immersive experience of shopping local by walking through the streets of a farmer’s market in Paris with a 360-degree camera.
Today we announced the steps we’re taking at Mattr to help brands take advantage of this trend by training and equipping our influencers to capture creative, inspiring 360-degree video content.
Influencers who create content in innovative ways are more valuable to the brands which hire them, and in turn increases the potential for them to earn money from those paid relationships. By consistently training our influencers on the latest content creation methods and technologies, we’re assuring their content is top of mind for their audience, and helps to improve influencer programs for our brand clients. Currently, we’re training our influencers on how to capture successful 360-degree experiences using interactive guides and videos.
For those brands needing a higher quality, more polished 360-degree video than can be captured on a smartphone, Mattr is purchasing 360fly 360-degree cameras for select influencers. These cameras will allow influencers to more professionally produce a completely immersive 360-degree experience for viewers.
Mattr is the first influencer marketing platform with 360-ready influencers. If you’d like to learn more about working with influencers who can create 360-degree content for your brand, submit your information here.
Though the number of brands creating formalized influencer marketing programs has increased greatly over the past few years, it’s not really a new function if you think about. In its purest form, it’s been done for years and years. Brands just didn’t play such a significant role. Think about it. Since products and services first started to be sold, buyers have looked for information and recommendations from people other than the brands offering the products and services. Family, friends and celebrities (before celebrity endorsers became a thing) were all the earliest form of influencers.
Everyone is Influential
Today, influencer marketing has transformed into something much more expansive, yet also much more specific. Influence is now virtually everywhere – in person, on TV, on Twitter, Instagram, YouTube, Snapchat, Pinterest, Facebook, and the list goes on and on. Yet it’s gotten much more specific because of mid-level and micro influencers who talk about a niche genre and have a niche audience. Let’s take, for example, a travel blogger. This person has real credibility and experience. It isn’t just your aunt or friend recommending a vacation destination because they enjoyed a trip there. A travel blogger has been all over the world and can provide recommendations based on specific criteria – budget, length of trip, cultural experience, cuisine, etc.
While macro-influencers or celebrity endorsers can and do bring ROI for some brands, more and more companies are looking to work with mid-level and micro influencers because of the relationships they have and the personal engagement they maintain with their audience on a consistent basis. Brands are finding that they can gain more value and better results from working with mid-level or micro influencers rather than big name macro influencers. Why is this the case?
Expertise – Mid-level and micro Influencers build expertise within their realm of influence. A fourth grade teacher who blogs about education will be looked at as a qualified source of information on the topic. A celebrity who played a teacher in a movie is not a qualified source of information. When it comes to recommending a classroom planning software or a math textbook, who do you think holds more influence with teachers?
Authenticity – mid-level and micro Influencers are looked at more authentically and with more trust than their macro counterparts. Consumers feel like they’re getting more of a “tell it like it is” perspective from influencers who aren’t viewed as big celebrities.
Location – Proximity also plays an important role in influence. If Charlotte from Austin, Texas, provided a list of the top 10 best food trucks in the area on her food blog, her readers may put more weight in that list than the same list written by someone from Chicago.
Because of factors like expertise, authenticity and location, the opportunities are endless for brands looking to utilize the influence of a mid or micro-level influencer. Brands big and small are taking this approach to influencer marketing and consumers are benefitting from it. The important thing to remember is to find the right influencers for your brand that can make the biggest impact on your audience and for your business.
To learn more about how mid and micro-level influencers are disrupting social media marketing, join us for our live webinar .
You’ve put lots of time, effort and resources into finding influencers to work with on your campaign. You’ve educated them on your brand and goals, given them assets and answered all the questions they have. After the campaign is up and running, it’s smooth sailing. Everything is going well. They’re bringing people to your website or improving clicks or whatever your objectives are. But then it happens – they do something…
Maybe that something just makes you a little uncomfortable, but maybe it goes further and makes you cringe. It may not even be something they did that directly relates to your brand. It could be something they did in their personal life.
Sometimes, even after you thoroughly research into their past actions online and personal values to make sure they align with your brands, an influencer will do something that could have a negative impact on your brand. At that point, you have to make the decision – do you stick with the influencer or cut ties and end the relationship?
This was a decision previously facing Speedo, Ralph Lauren, Gentle Hair Removal and Airweave, following swimmer Ryan Lochte’s actions in Rio de Janeiro during the Olympic Games. After Lochte and three fellow swimmers kicked in a gas station bathroom door and then filed a false report claiming they were robbed at gunpoint, the four brands had to decide if they would stick with him as an endorser. Ultimately all four made the decision to end their relationships with Lochte.
Now you might be thinking that the situation is different because he’s a celebrity endorser with a large following, not your ‘average’ social influencer. However, the same implications that came from his negative actions can still occur if a mid or micro-level influencer shines a negative light on your brand. So what led these four companies to drop the Olympic swimmer?
First and foremost, you have to analyze if an influencer’s actions could impact your brand financially. Will your brand’s attachment to the person cause customers to forfeit your brand? If so, the decision is easy. If your brand is public, you also have to factor in stock price. You don’t want shareholders to be turned off by an influencer relationship.
Brand reputation assessment
Even if your brand isn’t affected financially by the influencer, your brand’s value in the public’s eye could be impacted. If an influencer associated with your brand does something that’s really out of line with your brand’s values, it could lead to criticism of your brand, which can slowly build until it is financially affected.
Sometimes an influencer will do something that doesn’t necessarily impact your brand’s financial position or public reputation, but it simply makes you uncomfortable. These situations can be the hardest to assess because the damage isn’t as obvious. If it makes you uncomfortable though, odds are it makes others uncomfortable, too. The actions could eventually build to affect your brand’s reputation or its financial standing.
To make the decision easier, and to protect yourself legally, it’s a good idea to include a behavior clause in all of your influencer contracts. This clearly presents what you expect of the influencers you work with, as well as what would give you cause to end a relationship.
Of course, sometimes actions by an influencer that aren’t good for one brand, can be good for another.
In Lochte’s case, he was signed to an endorsement deal by Pine Bros. Softish Throat Drops after Speedo and his other pre-Olympic endorsers dropped him. With a tagline “Pine Brothers Softish Throat Drops: Forgiving On Your Throat,” it makes more sense for the cough drop brand to align itself with people asking for forgiveness and trying to rebuild their personal brand.
By Jack Holt, Mattr CEO (Originally posted on Medium)
Recently the New Yorker reported on Facebook’s real reason for ending the peace between ad blockers and publishers. But instead of a crushing, Soviet-like strategic salvo, this latest offensive in the war on consumer happiness is more like a roll-up play in Senior and Assisted Living properties. On second thought, maybe it is very Soviet-like; it’s one big place where the brand voice will go to die.
Apple’s mobile ad blockers, which have earned a lot of attention, work only on Safari’s mobile browser. But Apple’s entire mobile platform is built on closed-system apps, not Web-based sites. Ads served within these apps cannot be blocked by anything, not even Apple’s own ad blockers.
And the Payoff:
It’s not a coincidence, either, that Apple makes money from apps through both sales and advertising, while it earns nothing from its mobile browser.
But publishers, even those with enormous resources such as Facebook, can’t keep this up much longer: Youngs do not trust the brand voice. Click-throughs depend on some constant of this trust to achieve their dismal yield. Reference Andrew Chen’s famous “Law of Shitty Clickthroughs” which hypothesizes that, once a new platform or tricky ad tactic loses its novelty, others show up to pump the click-through percentage back up, in a never-ending cycle. But Chen’s hypothesis assumes that next generations of consumers will behave as did the previous. That the variable of brand-voice trust will remain constant. As they say, “history repeats itself — but never in the same way.” Accordingly, new technology, that unknown responsible for continental shifts in our behavior/society, has invalidated Chen’s theory.
According to a 2015 report by Razorfish, only 6% of millennials trust what comes from the mouth of the brand. Gen Zs are even more cynical, especially since mobile ads can be particularly deceptive.
I’ve read other research stating that brand trust is 1- 3%, but you get the point; advertising is facing a Kodak moment in history.
Near-instant social connection — with breadth — is the proxy brand voice. Word of mouth with scale and accessibility is the new voice of the brand, which is mostly uncontrollable and therefore — and this is key — authentic.
Facebook Continues Its Strategy to Alienate “Youngs”
We’ve all read the reports confirming what us “Olds” see: That millennials are Facebook-Cutters and Gen Zs, like my 16 year old, are Facebook-Nevers. Facebook’s latest salvo, channeling as many brand voices as possible into Facebook-land, should provide them with a bump in ad revenue. But the yield from their portfolio of properties will surely decline. Chen’s clickthrough graph will take an inexorable nose-dive, as the Olds literally die off, leaving the brand-wary and noise-weary Youngs — those with the purchasing power — in full control of the brand voice.
Last month, an article was published on AdWeek about the worth of influencers’ social posts. It focused largely on female celebrities, mentioning that the top six influencers currently are Selena Gomez, Rihanna, Beyonce, Taylor Swift, and Kendall and Kylie Jenner. These six women were deemed the top influencers by D’Marie Analytics, a social measurement company, which also found Gomez to be the most influential, with individual social posts worth up to $550,000 each. That’s right. One 140-character tweet or one Instagram selfie from Gomez could cost a brand a whopping $550,000.
Where did the $550,000 figure come from? Frank Spadafora, CEO of D’Marie Analytics describes the methodology: “This valuation is based on D’Marie’s algorithm which measures 56 metrics including followers, post frequency, engagement, quality of post, click-thru and potential to create sales conversions from her social content.”
Applying 56 metrics to the figure seems like sound reasoning. That’s a lot of data! But is it the right data?
We’re curious how much weight was placed on follower count. If it’s heavily weighted, then it makes sense that the six celebs would be considered top influencers. After all, someone with an extremely high follower count definitely has the reach to claim influence. However, a high follower count does not necessarily mean more engagement or more click thrus. In fact, the more trust and authenticity that is shown to an audience, the more potential there is for sales conversion. It could be argued that big name celebrities, whom regular people don’t always view with trust and authenticity, don’t necessarily increase the likelihood of sales conversions.
And are celebrity followers qualified leads? A 25-year-old fan of Selena Gomez is a very different potential sale than a 55-year-old married male. They shouldn’t hold the same weight as a potential buyer, so it seems like potential to create sales becomes a murky metric.
Defining the Value of An Influencer
In our platform, the top default influencers are the same celebrities that D’Marie Analytics found to be the most influential – big name actors, famous singers and reality celebrities with massive amounts of followers. However, we rarely consider those people the most influential for a client’s brand. Instead, we dive into keyword searches and segmented audiences to more narrowly define the brand influencers.
When defining influencers, reach is only one way of applying value to them. Relevance is another factor. Is the influencer discussing topics that pertain to your brand? You want influencers who already have authentic influence in a specific field. A security admin is going to be much more relevant than Selena Gomez for a cybersecurity company. Resonance is another factor to determining influencer value. How much of what the influencer is posting is resonating with his or her followers? Relevance and resonance are closely tied together, both more qualitative metrics than follower count, and they usually matter even more than reach when determining the value of an influencer.
Who is Uniquely Influential to Your Brand?
It’s inarguable that the six women mentioned in AdWeek have influence, but are they the most influential? It’s quite a stretch to apply that blanket statement across all brands. For a large consumer company with broad targeting and loads of Marketing money, like Pepsi or Target, Gomez and Beyonce may deliver some value. But what about specialized brands targeting more specific demographics? Or smaller brands with little marketing budget? Or regional brands? In those cases, celebrities with large follower counts are not the most influential.
Many brands, even large, global brands, are discovering that micro and mid-level influencers deliver as much if not more value than the celebrity macro-influencer. Many consumers’ buying habits are driven more by ‘real’ people- those micro and mid-level influencers- than celebrities who lead very different lives. The average person wants to hear recommendations and discover new products from people who they can relate to on a more personal level.
Take Nikon’s recent campaign featuring Kordale and Kaleb Lewis, for example. Instead of choosing a Kardashian or Beyonce or Bieber, the camera company decided to work with two dads who received increased online exposure after posting a photo to Instagram showing them combing their daughters’ hair and getting ready for their days. Utilizing these dads as influencers offered Nikon the ability for real people to talk about capturing moments from their family’s life on camera, much more powerful and relatable than a celeb influencer.
Find the Right Influencers for Effective Influencer Marketing
To discover the influencers who are ‘most influential’ to your brand, assess not only follower counts, but also the content coming from those influencers, the types of audiences they have, and how the audiences respond to the influencer content. You will find that some of the most influential people for your brand likely won’t be celebrities, but people you may not have ever heard of. Yet, those mid-level and micro influencers will be able to help your brand most effectively boost awareness, engagement, or sales. Through an effective influencer program, some of the authenticity and trust they’ve created with their followers can be transferred to your brand.