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Thursday, September 29
- Ross Fadner, Director, Event Programming, MediaPost
Why is it so hard to measure the success of an influencer marketing campaign? Well, for starters, there are many different measures for success: reach (impressions, clicks, followers, etc), engagement (comments, likes, shares, etc), and conversions (sales, subscriptions, donations, etc). Part of the problem is that social media evolves so rapidly that relevant metrics for engagement can become obsolete before advertisers truly master them; that means that even though the majority of brands that have tried influencer marketing report success, most are still unsure how they achieved those results. Our panel of brands and agencies will share their experiences evaluating influencer marketing ROI and help you determine the best success metrics for your brand.
Since the first brands started paying YouTubers for sponsorships a few years ago, influencer marketing has grown exponentially to become the hottest marketing tactic of 2016. There are now seven primary influencer marketing channels: YouTube, Facebook, Instagram, Snapchat, Periscope, Twitter and blogs. As with any rapidly maturing digital marketing medium, technology vendors have entered the fray, with a view to helping brands extend their reach and streamline their influencer marketing operations through automation. Of course, there are pluses and minuses inherent in automation. What are some pitfalls to avoid, and success stories to try and emulate? How can automation help brands exceed their KPIs? How can it affect a brand’s relationship with its influencers?
It’s been a frustrating year for brands on Facebook, particularly entertainment and news media brands looking to expand their reach through the world’s largest social media platform, as Mark Zuckerberg & co. reeled in several changes to the News Feed. From expanded video programs that redefine the way consumers engage with videos in the News Feed, to a total shakeup in the algorithm that prioritizes posts, to “See First” and other advanced user controls for prioritizing feeds, it’s been a big year of headache-inducing changes for brands. Given that Facebook has now clearly put News Feed control in the hands of users, how do brands respond? How can these changes actually help brands, and moreover, what meaningful metrics do they create? What’s your “See First” strategy?