The Influencer Marketing Metrics That Matter in 2017

The Influencer Marketing Metrics That Matter in 2017

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...

Austin Firms Handle Influencer Campaigns For Companies

(Originally posted in Austin American Statesman) In 2012, Sarah Ware founded a company called Markerly that built tools to make it easier for bloggers to share their content on social media. Ware said their widgets allowed Markerly to gather data on which bloggers were “truly influential” based on how many people were sharing their content. So Markerly had the idea of sharing this data with brands interested in working with these social media influencers. Soon, they were making more money off their influence marketing business than the widgets. Markerly, which started in San Francisco but moved its headquarters to Austin, is now focused exclusively on helping brands find influencers and develop campaigns. They employ 15 people and raised $800,000 two years ago, most of which came from a single angel investor, Ware said. As the popularity of the influence marketing industry soars, it’s also created an opening for middle-man tech companies. These firms develop technology that helps brands find influencers, manage and automate campaigns and create metrics for measuring influence. In Austin, there are several influence marketing companies that launched within the last three years. And even traditional advertising agencies like GSD&M now have entire teams dedicated to influence marketing campaigns. Some influence marketing companies act like talent agents, building a network of influencers who sign up with them and then connecting them with brands based on the type of campaign. They will also help out with the negotiations and with planning the campaign. Other companies also have developed technology that helps pinpoint exactly how much influence these influencers have. It’s not enough to just count how many followers on...
Non-Paid Ways to Activate Holiday Micro Influencers

Non-Paid Ways to Activate Holiday Micro Influencers

The holiday season from Thanksgiving through New Year’s produces more sales than at any other time throughout the year. Holiday gifts, Black Friday deals, and post Christmas discounts result in consumers dropping massive amounts of cash (or credit, in many cases!). This, of course, means that the holiday season is one of the most marketed times of year. It’s also the time of year to jump on micro influencers to help spread your brand’s holiday cheer. During the holiday season, many brands, especially those who sell products through retail channels, are looking for creative ways to set themselves apart from competitors. Many are considering influencer campaigns using mid or micro influencers to attract new buyers. The largest brands, think Target or Samsung, set aside major marketing budgets for this time of year. They have plenty of money to run successful and paid influencer campaigns. Smaller regional brands, however, may not have the marketing budget to pay mid or micro influencers. That doesn’t mean they’re out of luck when it comes to running influencer campaigns, though. Sometimes micro-influencers who aren’t pay-for-play can still provide brands with that extra boost of holiday exposure!   Micro influencers: motivated beyond the cash One way to get micro influencers interested in promoting your brand is by offering a product/ service discount or freebie if they agree to promote your products, specials, and/or sales through their social channels. This might be a one-time, one social network promotion. Or it could be an ongoing campaign into the New Year via blog, Twitter, Instagram, Facebook, SnapChat – or all of the above! By offering a discount or freebie...
Two Bright Shining Stars of Influencer Marketing

Two Bright Shining Stars of Influencer Marketing

It’s no big secret just how popular Influencer Marketing has become. There are examples all over the internet of how brands and agencies are utilizing influencers to shine brighter than their competitors. Below are two examples of Mattr clients who had great success with Influencer Marketing. They used our in-depth social analysis features, our quick influencer activation and cost-per-engagement pricing model to win big! 1. Influencer Marketing: Case Study for Social Analysis- Ford Mustang Global Campaign Results: At the end of Day 1, Ford reached out to Drake to have him share a Facebook post announcing the release of the new Mustang. His post resulted in 116,302 engagements from Ford’s audience globally over the remaining two days of the campaign.Background: To showcase and promote the new Mustang, Ford launched a 36-hour global campaign in six cities. The brand hoped to use organic online conversations about the new car to drive increased discussion of it. Challenge: Ford realized they didn’t have a good understanding of the personas of the people who would be discussing the new Mustang online. They tasked Mattr with determining the personas of those online mentioning Mustang. They also hoped to identify influencers they could work with to increase online chatter. Solution: Mattr analyzed the campaign response in real time for the first 4 hours, using 4 million tweets. Mattr identified 10 people influential to those mentioning the Mustang in the six cities around the globe they were targeting.   2. Influencer Marketing: Case Study for Influencer Activation- Western Digital #Datapocalypse Campaign Results: Western Digital authentically reached new target audiences by securing three influencers on extremely short notice through...
Mattr Connects Travel Influencers with Marketing Campaigns

Mattr Connects Travel Influencers with Marketing Campaigns

(Originally posted on Travel Massive) Carol Scott, part of our Travel Massive Austin chapter and Senior Director of Marketing at Mattr, helps brands find and hire social influencers for marketing campaigns.  Mattr helps travelers who are active on social media get hired by brands for marketing campaigns. We know we have a ton of travelers and content creators here in the Travel Massive community, so we asked Carol a few questions about how to get involved and what Mattr is all about. What inspired you to create this startup? We began our company as a social segmentation service, building an app that can segment a brand’s social audience in real-time by personality, values, interests and demographics. As influencer marketing began to explode, we used the same segmentation model to help brands identify and hire social influencers who best aligned with their brand personality and values. What makes your startup different from other similar startups out there? We’re really trying to promote the micro influencer – those everyday people who are passionate about travel and have a dedicated audience who trusts them – to our brand clients for end-to-end marketing campaigns. Brands are starting to catch on to the fact that millennials have practically zero trust in advertising and even celebrities, and  instead, look to friends, family and micro influencers to help guide their purchasing decisions. How is your startup changing the future of the industry or helping to make travel better? We’re helping to bring together travel brands and travel influencers for mutually beneficial, yet also extremely authentic, marketing relationships. Do you have any tips for new entrepreneurs who want to...