Having a strong social media presence is a must these days for most brands, particularly retailers, who can leverage their owned and earned media in a variety of ways, from customer relationship management to driving fans back to their Web site. However, thanks to its massive scale and unparalleled targeting capabilities, Facebook is also a great advertising medium for many retailers. In this interview, see how peer-to-peer e-commerce giant Etsy leverages paid social to reach new customers and re-engage existing ones.
Panel: Finding the Right KPIs for Influencer Campaigns
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, registrations, subscriptions, donations, etc). Part of the problem is that social media evolves so rapidly that relevant results metrics can become obsolete before advertisers truly master them. Moreover, even though the majority of brands that have tried influencer marketing report success, many are still unsure how they achieved those results. Our panel of brands, agencies and influencers will share their experiences evaluating influencer marketing ROI and help you determine the best success metrics for your brand.
When executed properly, influencer marketing can be a home run for brands as well as influencers, but how can influencers leverage their expertise across industries and platforms to build a business outside of simply amplifying brands/products on their own channels? How can this also benefit brands? In this presentation, Harris Markowitz, a full-time Snapchat filmmaker and owner of Snapchat production company A Cereal Production, and Jeremy Simon of KBS’ Attention will answer these and other questions about the brand-influencer relationship.
Keynote: How Jaegermeister Became the No. 1 Liquor Brand in Social Media
In just 5 months, Jagermeister acquired 15K new customers in its CRM database, causing the Sidney Frank Importing brand to be proclaimed the number one liquor brand on social media by one spirits industry publication. How did it accomplish this? By taking a Newsroom model approach to social media content, Jaegermeister was able to target the right audiences and re-engage those that had previously engaged with its content with deeper brand messaging to convert intrigued lurkers into brand advocates alike.
Heather Kozera, Director, Digital Marketing, Sidney Frank Importing Company
Panel: Keeping Pace with Facebook’s Evolution
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?
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?