by Mattr | Mar 1, 2016 | news
Last week we kicked off our Real Talk series on influencer marketing with a post on how you can use Mattr to analyze and choose influencers for a campaign. Today we’re following that up with a post guiding you through the next phase of the influencer marketing lifecycle, creating the actual campaign. You’ve done your research and decided which influencers you want to work with, but what now? How do you establish a relationship between your brand and these influencers? The first step is creating the influencer campaign. — Set your objectives. What is the purpose of the campaign? Are you trying to raise awareness for your brand or an event? Do you want to increase engagement or create brand advocates? Determining your objective is very important because it will help dictate what your influencers will do for you. — Outline the tactics. What exactly will influencers be doing? They’ll want to know this, so you need to have answers ready for them. Are they taking photos? Videos? Of what? Where? When? You should have all this documented, along with examples of what you would consider perfect pieces of content. This helps them understand what’s expected of them. — Determine your KPIs. How are you going to assess if your campaign was successful? The first thing you need to do is figure out the metrics, or key performance indicators (KPIs), you’ll use to make that determination. If your objective is focused on brand awareness, then shares could be a KPI. If your objective is engagement, likes or comments could be one. — Benchmark goals. Your influencers need to understand...
by Mattr | Feb 18, 2016 | news
Influencer marketing was once considered manual labor for brands and marketers alike. Now, tools like Mattr can help make the influencer identification and hiring process both smoother and faster. Mattr provides a pool of influencers ready and willing to work with brands, instantly. Getting access to an awesome influencer marketing tool has become easier, yes– cheers all around for that!! However, choosing the RIGHT influencers can still be a challenge for your brand and marketing team. Here’s a list of items to consider when selecting influencers for a campaign using Mattr: – Identify your target audience and brand values. This step is marketing 101 but often overlooked. Who are you trying to reach? What type of people are they? What motivates their purchase behavior? Discover who the people are that you’re trying to reach, and you’ll discover their influencers much easier as well. Mattr can help with this step using our social segmentation tool, if you don’t have the resources to do it on your own. – Identify what type of influencers will resonate best with your target market. Are you looking to hire micro, mid, or macro advocates (or the little guys, semi-celebs, or Taylor Swifts of the world)? Also, which social metric is most important to you when identifying your brand influencers – their reach, relevance, or resonance? – Use smart hashtags and keywords for your search. Hashtag lists should consist of more than just one term. For example, we’ve found over 100 hashtags for our mommy influencer pool of influencers alone! Get creative with how you search social posts to find the most relevant influencers for your...
by Mattr | Jan 28, 2016 | news
Here at Mattr, 2016 has already been an exciting year! Some of our most anticipated Influencer Marketing features have been added in January, like the ability to activate influencers,with more coming the next couple of months! Here’s a breakdown of what you will now see in the app. Activate Influencers for a Campaign Users now have the ability to create an influencer campaign through Virtual Agent. Search through our pool of Featured Influencers, select and monitor influencers based on your unique campaign goals, and then activate those influencers, instantly, for campaigns. Set campaign details, like specific hashtags to be used by influencers and your campaign budget. Track Campaign Engagement View campaign stats for each influencer once the campaign goes live, including number of impressions and engagement (shares, likes, etc). Track how much you are spending on your campaign and how many days the campaign has been active. Exhaust your campaign once your budget has been met- or if the campaign goes viral, increase your budget! Stay tuned for more feature updates, coming...
by Mattr | Jan 12, 2016 | news
Driverless cars, bitcoin, Airbnb – technology, alongside innovative business models, have been changing the way we’ve done things for decades. Advertising is a market that feels destined for a major disruption. We’ve seen that millennials and Gen Z consumers won’t go for digital and, even with more creative content and new platforms, clickthrough rates have remained dismal. Think about it: what else would you buy that has a success rate of less than one out of a thousand? That’s a failure rate, not a success rate! Marketers know we need to evolve the model of getting a brand’s message to the consumer and there will be some steady progress for Influencer Marketing in 2016, but we’ll be running through deep sand for a while. Millennials and Gen Z will continue to frustrate marketers Past precedence has shown that the marketing methods that work today won’t resonate with those in the prime buying generation. For example, Baby Boomers moved from direct mail to telemarketing. Generation X moved from telemarketing to email marketing. Now millennials are moving from social media to influencer marketing. Gen Z, however, will demand complete transparency in marketing efforts, leading to a decrease in paid influencer marketing and a rise in open and honest influencer marketing, or brand advocacy. Marketers will get budget for advocacy pilot projects Consumers are longing for more personalized interactions with their favored brands beyond complaints. Millennials, in particular, will advocate for brands they love. To cultivate these loyalists, marketers want to rely heavily on technology to gain insight into their behaviors and desires and participate in content creation, crowdsourcing and even social activism. But...
by Mattr | Dec 8, 2015 | news
Ever wonder how Vice Media became such a digital marketing powerhouse? Vice creator, Shane Smith, had this to confess: “Young people have been marketed to since they were babies, they develop this incredibly sophisticated bull**** detector, and the only way to circumvent the bull**** detector is to not bull****.” Cynical Target Markets He’s attributing their success to a unique editorial approach that resonates well with their target audience: Gen Xers and millennials. Hardened by economic hardships and distrustful of institutional organizations, both generations are cynical and hungry for authenticity. Such insight into disenfranchised generations’ values has helped cement Vice’s status and powerhouse ranking among legacy media companies. But I’d also venture to say that advancements in technology catalyzed real change in how news organizations and brands have addressed their audience over the years. Vice blossomed at a time when video production costs have gone down and quality has gone up; and when viewer engagement is easier to quantify too. This was hardly the case three decades ago when direct marketing was first introduced in the 1970’s. It was mainly used to send mail-in campaigns, promotions and coupons to the Baby Boomers. But marketers eventually realized it generated poor leads. This generation valued trust and loyalty, which gave rise to telemarketing as a replacement to direct mail where two or more calls were involved to determine a consumer’s needs and motivate them to purchase. As demographics became more diverse, so were the challenges of marketers to reach their audiences. And as they saw success rates flourish, they also became greedy for more. So robocalls and auto-dialers were introduced to expedite...
