Gil Eyal - Activating Influencers - The mistakes we shouldn’t be making

Gil Eyal - Activating Influencers - The mistakes we shouldn’t be making
Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)

1. Activating Influencers: The Mistakes We Shouldn’t Be Making Gil Eyal, CEO , HYPR

2. Influencer Marketing is a Form of Marketing Stay True to Fundamentals

3. Let’s Talk About Follower Count... Audience Targeting Is Key Avoid Vanity Metrics Selena Gomez at 128 million followers.

4. No Such Thing As A Bad Influencer, Just A Bad Fit Two Separate Brands Needed A Face You work in an advertising agency. You have six options. Who do you choose?

5. Aesthetics < Audience Data

6. Aesthetics < Audience Data Both Chose The Same Person

7. Authenticity Comes in Many Forms

8. Authenticity Comes in Many Forms Target’s Smart Campaign Their influencers embody the brand’s identity and speak to their target audience. Picking “real” influencers was intentional. E.g . Pro soccer player, Robbie Rogers . Supermodel Karolina Kurkova. Brands are transferring from leveraging big name well known influencers to finding the ones that have the right fit.

9. TARGET VIDEO HERE

10. You Know Your Audience Best Do Not Relinquish Creative Control No one knows your brand (or its audience) better than you. Collaborate with the influencer/s to ensure the campaign aligns with your brand’s values and aesthetic. E.g. Jake Paul and Disney parted ways after Paul was involved with a dispute with his neighbors.

11. JAKE PAUL VIDEO HERE

12. The Risk of Losing Face Brand Ambassadors Are A Risk To Your Brand Avoid associating your brand with a single influencer to shield its reputation should the influencer be involved in a scandal. Subway and Jared Fogle Kirstie Alley and Jenny Craig Lance Armstrong and Nike Paul Marcarelli and Verizon

13. VERIZON VIDEO HERE

14. SPRINT VIDEO HERE

15. Target Smaller Influencers A Micro-Influencer Revolution 90% of activations done by micro-influencers. Micro-influencers are extremely powerful as a group. Their audience is much more uniform. Individual influencers are a commodity. Own specific niches.

16. Getting it Right

17. Authenticity LeBron James KIA Commercial Fruity Pebbles? Drives a Kia? I’ll give them “ignoring a phone call from the Cavs”.

18. KIA LEBRON VIDEO HERE

19. DURACELL VIDEO HERE

20. INTEL LEBRON VIDEO HERE

21. Authenticity Scott Disick and BooTea With a reputation as a party animal, does Scott Disick actually drink BooTea ? Disick’s Instagram mistake is a classic example of an inauthentic partnership. Markelle Fultz – Tissot s ponsored post. Naomi Camp bell – Reebok sponsored post.

22. Authenticity in Voice Were These Posts Scripted?

23. Authenticity in Voice The Right Usage

24. Targeted Selection Which Worked Better? Joan Rivers (iPhone)

25. Targeted Selection Which Worked Better? Alicia Keys (Blackberry)

26. Targeted Selection Which Worked Better? Unbox Therapy (Samsung) 6.1 million views

27. UNBOX THERAPY VIDEO HERE

28. Strength in Numbers There are over 10 million micro-influencers across multiple social networks -- don’t settle for the first one you find .

29. Components of a Successful Influencer Marketing Campaign

30. Key Takeaways Audience targeting is key . Authenticity is essential . You know your audience best . Brand ambassadors are a risk . Target smaller influencers . Protect your brand from fraud . Activate a network of influencers .

31. Gil Eyal, CEO HYPR Say Hi! [email protected] @gileyal www.hyprbrands.com

32. Gil Eyal, CEO, HYPR Playdom •Growth Hacker / Viral PM •Company sold to Disney for $750M Mobli •Partnered with Leonardo DiCaprio, Lance Armstrong, Serena Williams and Tobey Maguire to form Mobli . •Drove over 20 million users to Mobli •Activated hundreds of celebrities such as Lil Wayne, Adam Levine, Nash Grier, Austin Mahone , Zendaya Coleman, Stephen Curry, and many more. •Company sold to Carlos Slim for $100M HYPR •Founder of the world’s leading influencer analytics platform •Selected as one of ten Israelis impacting the New York Tech Scene • Digiday Boss of the Year (Technology Category) 2017 •MBA, Kellogg School of Management