By now we’ve all heard the standard influencer marketing metrics that the internet claims can make or break a campaign. Referral traffic, trackable links, brand awareness metrics and engagement to name a few. But what do all of these standard metrics really mean, when you break them all down? For the newcomers to the Influencer Marketing world in 2017, what are the absolute musts for metrics when building and monitoring an influencer campaign?
At Mattr, we have our own ideas about what’s important for a brand to monitor and measure before, during and even after a campaign. Some of the most important metrics we promote to our clients fall under the umbrellas of brand fitness, brand alignment and brand budgets.
Brand Fitness: Monitoring the Online Health of Your Brand
Brand Fitness gives a detailed view of the ‘health’ of your online brand over a period of time. Generally, those metrics break down into the number of followers a brand has on Twitter, the number of fans they have on Facebook, their total YouTube views as well as their Google search volume. These engagement metrics can be customized based on a brand’s social networks and goals.
Another piece to Brand Fitness is a brand’s online Share of Voice – or how a brand’s share of social chatter and online searches compares to their competitors. Having a side-by-side view of social mentions as well as Google searches compared to rival companies gives brands a way to monitor developments in their influencer campaigns as they happen.
Brand Alignment: Are You Reaching the Right People?
Another feature of Mattr’s Influencer Marketing metrics is psychographic analyses of a brand’s influencers as well as an influencer’s audience. In other words, does the brand know the target audience they are looking to attract, and are the influencers they’ve hired for their campaigns reaching and aligning with those target audiences?
This psychographic analysis can start way before the actual influencer campaign begins. Through natural language processing algorithms, Mattr has the ability to analyze a brand’s own social audience and identify specific values, such as how green the group is, or how cost-conscious they might be. These values might help a brand identify target groups that are ideal for a specific campaign.
Next, Mattr can identify specific social influencers who hold those same values dear, and even further, can analyze the influencer’s audience to make sure they align with the brand ideals as well. This gives brands more confidence in hiring the right influencers, as well as more confidence that the right eyes and ears will be subjected to the influencer’s content. A win, win for the brand. Keep in mind that this psychographic analysis is also an ongoing metric, that can be tweaked as needed through a full campaign, or from campaign to campaign based on specific brand goals.
Brand Budget- Keeping Your Dollars in Check
A last metric Mattr monitors for our clients throughout the influencer campaign is the brand budget. The success of a campaign is often related to how much a brand spends, especially if those brands are smaller and have less resources to waste. How do we do this? We hire influencers for brands based on a Cost Per Engagement model that ensures that a brand’s influencers are performing, and that their target market is actually engaging. Mattr provides reports to keep track of spending and engagement, and allows brands to increase or decrease spend, and add or cut influencers, based on their influencer marketing goals.
If any of the above-mentioned influencer marketing metrics are important to your brand as you plan your 2017 strategy, give us a call to chat more about your options.
(Originally posted in Social Media Today)
It’s 11 p.m., and you’re in your local big-box store. You’ve got a package of white sports socks in each hand, and you’re trying to figure out which one to buy. One brand has your childhood sports hero smiling on the package, and the other comes highly recommended by your best friend.
Which do you choose?
Oddly enough, the same question torments marketing professionals as they try to figure out which approach will resonate with their target market: the highly personalized grassroots campaign or the good old-fashioned celebrity endorsement. And the answer isn’t easy.
Image provided by We Are Social Media.
Which Approach Will Ignite Your Audience?
Celebrity endorsements have long been embraced as the go-to marketing strategy for brands looking to establish trust and build excitement with new customers. But consumers have developed a distaste for in-your-face advertising tactics, and new studies suggest that grassroots advocate campaigns might have just as powerful an effect on customers as celebrity endorsements.
There’s no single factor that determines whether a grassroots campaign or celebrity endorsement is best for your target audience. However, there are clues that can help you discover which option is best for you. Here are three considerations that can help you select the right approach:
1. Analyze your budget for the best ROI. Don’t think that a small budget makes your decision easier; a budget of any size can secure a less obvious, but still powerful, celebrity influencer — regardless of whether it’s the best choice for your brand.
What matters most, though, is that you choose an approach that will resonate with your audience for the most powerful ROI.
Taco Bell’s “Burner Phone Breakfast” grassroots heist is a great example of using a minimal budget for maximum impact. After sending phones to 1,000 of its 1.1 million Twitter followers, the brand texted and called each phone with different challenges to complete, then rewarded these fans with Taco Bell prizes and gear.
This effort created a lot of engagement and awareness via social media and targeted its Millennial audience perfectly — all at a fraction of the cost of contracting a popular celebrity.
2. Track target audience conversations. You can’t confidently predict which trends will appeal to your audience unless you’re tracking their social media conversations in real time.
Gather data and try to incorporate celebrities, events, or topics your audience mentions into your current marketing strategy. Listen to what your audience cares about (their friends’ opinions, a hot TV star’s endorsement, etc.), and redistribute that information in creative ways.
Telemundo is a great example of a company in tune with its audience’s interests. In partnership with Latin World Entertainment, the TV channel invited 100 of its top social media influencers to come on screen and judge its new talent competition, “Yo Soy el Artista.” This approach strengthened the show’s relationship with its social media influencers, who, in turn, promoted the show and the experience to millions of followers.
3. Read into every audience detail. Go a step beyond tracking conversations to uncover your audience’s deeper motivations. Use a social media segmentation tool to identify unique characteristics that describe your audience and popular, but less obvious, influencers.
Every trait you can uncover — from being eco-friendly to price-sensitive — is an important indicator of what will warrant a response from your audience. And if you’re going the celebrity route, this will uncover the people they really care about, not just the hot celebrities of the moment.
Under Armour did a great job of incorporating its knowledge of its audience into its celebrity promotions with the current “I Will What I Want” campaign featuring Gisele Bündchen and Lindsey Vonn. By featuring real women celebrities who have overcome criticism, injuries, and more, each powerful promotion connected with the everyday athletic woman and created buzz around the brand.
It’d be a lot easier if marketing campaigns came in a one-size-fits-all package, but that’s not how you make a genuine connection with your target consumer. Put in the work to determine what resonates with your audience, and use that information to develop an effective grassroots campaign or secure a compelling celebrity endorsement.
Aeropostale is trying on something new for this year’s college back-to-school. And according to an internal marketing study we conducted at Mattr, I think they’ll clobber both American Eagle and H&M – two retailers serving different segments of the teen fashion market.
Back-to-school season is here, and brands are pulling out all the stops to attract the attention of college shoppers. Combined spending for the back-to-school and college market is estimated to hit $75 billion in 2014, with more than half of that being spent on clothes, dorm furniture, electronics, and school supplies for college students.
These shoppers aren’t one big homogenous group. To be successful, you need to court and convert your unique audience–and like those college kids, you can do it on a ramen budget.
Here are three approaches brands like Target and Aeropostale use. And since these approaches all leverage social data, you still have time to put some strategies into place for this season’s back-to-school.
1. Identify (and woo) your college student brand persona.
If you’re like many brands, you might only target college shoppers based on age or location. But the college market is unique and varied, and many brands are missing out on catering to their audience’s interests, values, and personality traits.To engage your target customers, you need to segment.
Within the college market, there are people whose personalities and values compel them to click on discounts. But others within the same age range and lifestyle bracket are so repelled by discount messaging that trying it would damage your brand.
Just look at teen fashion retailers Abercrombie & Fitch and American Eagle. They overwhelmingly fall into the “rugged” and “daring” personas — personalities that love edgy messaging and are turned off by discounted, commoditized goods. Their suggestive, forward advertising appeals to that daring personality and can cause a bit of controversy.
On the other hand, teen fashion discounters or “fast fashion” brands like H&M speak to an entirely different segment of the college market and inspire their customers with different messaging.
2. Target the right influencers for your unique personas.
When you aim blanket messaging at the college market, you have to pay for generic, expensive media influencers. But what if you could make the most of your advertising budget and resonate with your audience at the same time?
You can. By identifying unique, over-indexed influencers and media personalities, you can spend less but reach a higher concentration of your audience. Here’s that ramen budget win.
For teen fashion retailers like Abercrombie & Fitch and American Eagle, the “daring” spenders are all focused on pop culture entertainment interests associated with a younger demographic.
Reliable “fast fashion” H&M engagers, however, scream Honda Accord budget practicality with bloggers and other discount consumer goods and retailers.
Using research gleaned online or from your data-gathering store location, you can view the overlap between your brand, your customers, and other brands based on interest. You can then identify less popular influencers who are more likely to resonate with your audience.
3. Be ready to shift gears.
Here’s where it gets really interesting. According to our analysis of the people talking on social to brands like Abercrombie and Aeropostale, teens are becoming more price sensitive. So they still respond to edgy advertisements, but are more than willing to pay less than the American Eagle price.
So here’s what Aeropostale has done. Because of the trend to price sensitivity among their teen consumers, they launched an aggressive shift by moving down market. With sub-brands like “Live Love Dream” and prices closer to H&M and Forever21, they’re positioned to capture the American Eagle teen. They know that their target market will click on edgy content, but will also click on the Buy button when they see the H&M – like prices.
The lesson for hungry college market brands? Be willing to shake things up with targeted tactics and promotions that will speak to your specific segment of college students.
Most brands think of the college crowd as a single category, and their back-to-school marketing suffers for it. Gain an edge in the college market without blowing your budget by looking to form deeper, more nuanced connections and inspiring your audience to make purchases that align with their values.