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.
Another example of a brand succeeding through working with micro influencers is Christian Paul Watches. Rather than working with big name, global celebrities like other watch companies have done, such as Citizen with Eli Manning, Tag Heuer with Tom Brady, and Breitling with David Beckham and John Travolta, Christian Paul chose to collaborate with a mix of mid-level and micro Instagrammers. This approach enabled the brand to increase awareness and engagement with a number of diverse demographic groups online.
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.
One week countdown to SxSW. Are you ready? Here at Mattr we’re still plugging away, searching for the best and brightest influencer content and thoughts to share with you to help make your South By experience as good as it can be!
Last week we blogged about some of our findings, not yet in the form of who the influencers are – that’s coming closer to the show – but rather, some sources of inspirational marketing content written by a few of the influencers we’ve identified, in the hopes of getting you in the mood for what’s to come.
Now we have more interesting tidbits to share with you as you prepare to descend upon Austin next week – more specifically, some must-attend events – and all hosted or recommended by some of our marketing influencers.
There are a ton of events to choose from during SXSW, not to mention loads of fun stuff to do around Austin. It’s a lot to consider, especially as you think about packing them all into the five short days that encompass SxSWi. We encourage you to do your research and find your own personal fit when it comes to choosing events – but might we suggest adding a note to your schedule to consider the four below?
CrowdTap People-Powered Party
– Hosted by CrowdTap, with official media partner, AdWeek, this event happens on March 15 at V Nightclub. What makes this event so awesome and exciting for marketers looking for some inspiration at SxSW, is the fact it’s the first ever people-powered party. Attendees will power the lighting, music, decor and more! How cool is that?! There will also be a concert with ‘MTV Artists to Watch’ MisterWives, The White Panda and DJ Hesta Prynn and Chargaux. Convinced you need to take part? Get your free tickets here.
– Presented by Ignite and SXSW, Ignite SxSW is a series of 5-minute presentations about geeky subjects delivered in a format of 20 slides (15 seconds per slide, auto advancing). Sit back and watch as presenters either kick ass or fall behind — but all of them will inform the audience on all sorts of cool topics! Big plus — this event is open to non-badge holders. Get your free ticket for the March 14th event here. It’s sure to be fast, furious and full of fun, quirky knowledge.
SXSW Accelerator Startup Competition
– Presented by Oracle, the seventh year of this competition will happen on March 14 and 15. Come cheer on eager startups from near and far as they present their innovations and ideas to a panel of judges to discover what the next big thing in online technology is for 2015. Who knows, it could be a marketer’s dream tech and you’ll be one of the first to hear about it! This competition is always a good time – and it supports the startup community. That’s a win-win in our book.
SXSW Interactive Innovation Awards
– Previously called the Interactive Awards, the renamed SXSW Interactive Innovation Awards presented by PwC will honor the latest and best advancements in digital technology, from platforms, to software, to apps and devices. Just think, where would we marketers be without amazing advancements in these areas?! The ceremony will take place on March 17, so come out and support those companies and folks who will be honored!
That’s it– four events to squeeze into your presumably already packed SxSW schedule. The Mattr team will surely be attending these events too, so if you see some Mattr badges in the crowd, be sure to stop us and say hello!
Students on campus weren’t eating their fruits and veggies. Researcher / author Jonah Berger (from his great book, Contagious: Why Things Catch On) and psychologist Grainne Fitzsimons devised a plan: come up with 2 slogans, survey students to see which they thought would be more effective, then actually measure which was better.
“Live the Healthy Way, Eat Five Fruits and Veggies a Day”
“Each and Every Dining Hall Tray Needs Five Fruits and Veggies a Day”
As you might guess, the second slogan was rated as having the worst chance of success. It’s longer and was seen as “corny”. But for effectiveness? The second slogan saw an uptick of 25% more college students eating fruits and veggies.
The difference was the trigger of the “dining hall tray”. Since most of the students ate at the cafeteria, the tray cued them to the slogan. And because they used a dining hall tray often (this is important), they were cued often.
Saved by Dogs, As Usual
When first released, Febreeze was failing miserably. The product was developed to neutralize tough odors, so the first ad campaigns showed people spraying them on sweaty, smelly clothes or on jackets that had a cigarette smoke smell. But there was an inherent problem with this trigger: the situation just didn’t occur often enough to cue the trigger.
So Proctor & Gamble rejiggered the campaign brilliantly. What do people do often? Clean the house. Tidy a room before people come over. Dog on the sofa? Future campaigns showed people cleaning a room then adding the finishing touch – Febreeze. Cleaning a room or having a dog on sofa are triggers that occur frequently.
Leverage Emotional Triggers
Only 4% of people in Ghana were washing their hands with soap after using the toilet. Dr. Curtis and the Global Public-Private Partnership for Handwashing With Soap (reference this NYTimes article), had what seemed like an easy fix: inform Ghanaians about the diseases caused by not washing with soap. The problem was that toilets are perceived as an hygienic upgrade from holes in the ground.
Since the current campaigns weren’t working they consulted Proctor & Gamble and Colgate-Palmolive. The campaign that worked didn’t mention disease or diarrhea; it showed mothers and kids walking out of restrooms with glowing purple pigment on their hands, spreading to everything they touched.
The campaign appealed to the emotion of disgust. And worked.
Studies reveal that up to 45% of what we do each day is cued by habit. How do you get people to use your product or service regularly?
Attach it to a habitual trigger.
Mattr is social analytics software for marketers who want to design products and campaigns their target audience will love. Using just your social feed, surface personalities, demographics, and benchmarked interests – all without surveys.