Shopper Marketing - May 2018 - 23
FEATURE | INFLUENCER MARKETING 23
MAY 2018 SHOPPER MARKETING
HERSANT: The New York Times' "The Follower
SCHERLE: We use billions of data points col-
Factory" expose recently shined a spotlight
on what has long been a flawed strategy -
selecting influencers based on perceived
reach or audience size. Influencers were
purchasing fake followings and false engagements in an effort to appear more influential online. Despite this, marketers
still use "Reach," or a number of followers,
as a primary metric for determining which
influencers to work with. We're tackling
this issue head-on.
STEPHENS: Unfortunately, this is an industry
that exploded. When I started, it was all
about the numbers. Most CPGs are targeting women, and influencers by and large
happen to be women. We recently did a
program in the hunting space, where we
needed to get more niche: hunters, men,
deer hunters, preferably bow hunters. They
needed to have a relevant social following.
You have to flex some recruitment muscle.
lected to train our machine learning algorithms through IBM's Watson to create a
comprehensive map of products, brands
and micro-influencers. Want to reach a
mom-to-be who shops at Target two
months before she's expected to give birth
to her first child? Or a beauty maven who
uses a competitor's foundation daily? These
are all possible.
RIVIETZ: You get the psychographic perspective from Watson AI, where it knows what
the influencer's interests are because it's
scanning all of their content, and it uses image recognition to identify the type of content delivered. This is especially relevant
for food campaigns. There are many types
of food influencers: foodies who exclusively
shoot flat lays of actual food and other influencers who take pictures of themselves
enjoying a dining experience out.
GILBREATH: AI for influencer matchmaking
might be useful if you are trying to select
hundreds of thousands of random people
in a database, but AI can't tell you if the
influencer will be there when something
changes at the last minute. We prefer to
rely on our relationship with trusted influencers and invest resources on more
impactful data science such as trend identification and post optimization.
Where does this cross over to retail?
STEPHENS: Soapbox is an offshoot of Kendal
King Group, which has been in the retail
space for 30 years. Our clients are mostly
CPGs and they have to prove out what we
do, and they have to speak to buyers and
merchants about this, so we speak their lan-
"At the end of the day, you want to lean on the
expertise of the individual who built a following. ... This
may feel a little scary, but these are smart individuals,
great storytellers - you will be pleasantly surprised."
Bethany Stephens, Soapbox Influencer Marketing
SCHERLE: Viewers retain 95% of a message
when they watch it in a video compared to
10% when reading it in text. It is no question that we'll be expecting video to continue to dominate the content landscape.
HERSANT: We've seen great results from influencers who create Tasty-style recipe
videos, 30-60 minute videos that speedup cooking recipes or a DIY project. Our
influencers are also experimenting with
Instagram Stories and Story Highlights.
While Instagram Stories are only live for
24 hours, Story Highlights stay active indefinitely which helps influencers drive
traffic over time.
Any tips to help brands improve their
RIVIETZ: Have solid content on your social
"AI is becoming table stakes for most influencer marketing
platforms, scaling results without compromising brand safety."
Kristin Hersant, Linqia
guage. A specific example is Walmart has a
large holiday gift card program, and Kendal
King delivers the pallets. Last year was the
first time we came to the table with an influencer component to support that program.
Social listening discovered a need to start
the program earlier and storytelling pushed
the idea of basket building - not only for gift
cards but other items in-store.
SCHERLE: Real-time geo-targeting happens
all the time through the Influenster app.
For example, we can send a hyper-targeted
group of micro-influencers a coupon to
buy their favorite body wash at their favorite retailer, scan the product through our
app, post a "selfie" on social, and write a
review on the product.
PAVLIKA: We announced a suite of analytic so-
How much is AI influencing the influencer
Are there any other trends impacting
HERSANT: AI is becoming table stakes for
GILBREATH: Probably the most exciting are live
most influencer marketing platforms, scaling results without compromising brand
safety. Linqia uses its own AI-driven predictive algorithm and machine learning to
surface influencers who meet the specific
requirements outlined in each program's
lutions using first-party shopper data along
with various data science applications to
provide insights that inform every step of
the influencer marketing process, determining what kind of content will perform
best for campaigns, when to run, and how
well the brand is doing across the category.
RIVIETZ: AI provides a higher-quality recommendation. We're able to identify what
products and services our influencers actually use. Imagine you've been driving a
Toyota for the last decade, or been banking
with Bank of America for the last two, and
now all of a sudden they've identified you
as an influencer and are going to start paying you to promote them.
formats on Instagram and Facebook. Earlier this year we announced our launch of a
suite of live solutions around several Super
Bowl campaigns for partners such as Mondelez and Mars. They featured our influencers conducting live cooking demonstrations
and answering questions via direct message.
media platforms. And if you're going to reuse the content from an influencer, which
we recommend, negotiate those image
rights so you have them.
GILBREATH: Commit to longer-term contracts. Assets can be used more widely,
and it reduces back-and-forth friction and
brings strategic insights and dedicated resources.
STEPHENS: As with any marketing tactic, clients come to the table often with a very
clear picture of what they want to do. We
want to be very respectful of that. We understand legalities. We understand registered trademarks.
But at the end of the day, you want to
lean on the expertise of the individual who
built a following. People turn to them and
trust them. If we give them something formulaic, it may miss the mark. This may
feel a little scary, but these are smart individuals, great storytellers - you will be
"AI can't tell you if the influencer will be there when
something changes at the last minute. We prefer to
rely on our relationship with trusted influencers and
invest resources on more impactful data science such
as trend identification and post optimization."
Bob Gilbreath, Ahalogy
(a division of Kendal
Table of Contents for the Digital Edition of Shopper Marketing - May 2018
Shopper Marketing - May 2018 - Intro
Shopper Marketing - May 2018 - 1
Shopper Marketing - May 2018 - 2
Shopper Marketing - May 2018 - Contents
Shopper Marketing - May 2018 - 4
Shopper Marketing - May 2018 - 5
Shopper Marketing - May 2018 - 6
Shopper Marketing - May 2018 - 7
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