by Mattr | Mar 30, 2016 | news
Our last installment of the Real Talk series focused on helping your influencers understand your brand messages, while also spreading the word via their own personal style. Picking up at where we left off, you’ve now provided the influencers with your brand’s message pillars and given them the guidance to use their creative freedom to spread the word. So what’s next? – actually executing the campaign. This is a crucial point of your relationship with your influencers. You can’t look at the campaign with a set it and forget it attitude. Using influencers can reduce the time on your plate usually associated with content creation during a campaign, but it doesn’t mean you aren’t involved with the execution. You must be readily available to your chosen influencers every step of the way – including during the entire duration of the campaign. Throughout the course of a campaign things often don’t go as planned. It’s likely that a situation will arise in which the influencer will need assistance. Someone from your team should be ready to engage with them when and if they have questions. Influencers can range from highly experienced to first-timers, but no matter their experience level, situations can arise where you must be ready to jump in to help them, guide them, and sometimes even solve a problem. Here are some common situations that you could run into: BRAND Obstacle: stay relevant At times, your brand may have fluctuations in the quality, functionality, service, or style of the product/service influencers are promoting or representing during the campaign. Being that your influencers are in essence your brand ambassadors, they should...
by Mattr | Mar 9, 2016 | news
Every brand has its own way of talking. Certain words or phrases may be used while others are actively avoided. Statements could be simple and direct or full of imagery and emotion. Tone might be educational and helpful or sarcastic and humorous. A brand’s talking style differs greatly from one to the next, but on top of the style, every brand also has certain brand messages that emphasize its product or services, competitive advantages and experience. Altogether, there’s a lot that goes into how a brand presents itself. When you work with influencers, it’s important that they understand your brand messages and style. Your instinct may be to approach this task the same way you would when educating marketing employees and agencies on your brand, but the two scenarios are very different. While it might make sense to provide your ad agency with a Brand Style Guide, doing so with influencers would probably be overkill, so much so that some may even question working with you. Remember, influencers have their own unique voice, much like your brand. The value for you in working with them is derived from that voice they’ve already formed. It’s that voice that led them to become an influencer and accumulate followers who value their opinion. The worst thing you can do is try and force your brand on them so much that their voice is minimized. You want to tap into their network positively, not have it appear as if they’re simply a hired shill. So how do you maximize an influencer’s voice? Prioritization. It’s helpful to give a booklet or document to your...
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 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 what...
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 influencers (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 to search for influencers. Hashtags are more than just one term used by everyone. 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...
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...
