Sentiment Analysis and Influencer Marketing?!

Comment

Sentiment Analysis and Influencer Marketing?!

sentiment analysis of influencer marketing

In the past few posts we have highlighted the power of influencer marketing in this new social media age and how you can measure its effectiveness. When negotiating with agencies specialised in social, you’ll undoubtedly hear terms such as reach, engagement or sentiment analysis – all three holy grails to qualm nerves and measure branding success (if you’re unfamiliar with these, check out our post below!).

The latter, sentiment analysis, is a buzzword that has taken the online marketing scene by storm. Here we break it down for you by explaining what is meant by sentiment analysis, why it’s important, how it can be measured, and how we at Socially Powerful use it to inform our campaigns.

What is sentiment analysis?

Social media platforms have drastically changed the relationship between producer and consumer. The top-down one-way channel of communication common to traditional media has been torn down by UGC, opening up dynamic spaces for consumers to collectively and individually voice their opinions on brands. This, in turn, has made it far easier to understand how your target audience feel about your product and/or your marketing strategy, whether that be through the like/dislike ratio, influencer story polls or (and this is the most fruitful) the comment section. While engagement is a useful metric to gauge a post’s relative popularity or the amount of interest it peaked, sentiment analysis allows you to further refine and optimise your content strategies to effectively maximise ROI.

So why doesn’t everyone carry out sentiment analysis?

They do. Sentiment analysis is featured as a metric on many social media insight tools used by agencies – hence its buzz on the marketing scene. However, often these metrics are used without fully understanding how they work. Some rely on the like/dislike ratio mentioned above. Other more specialised analyses will examine the language used in the comment section, and here is where the problems arise.

Sentiment and opinions are highly subjective and open to interpretation. As such, the grammatical and syntactical conventions used to express positive or negative emotions are hard to generalise with precision.  To circumvent this, some tools such as LIWC use sentiment lexica, i.e. list of words organised by their bipolar semantic orientation (positive/negative). However, this offers only a crude interpretation of language, which ignores the intensity of a certain sentiment or the contextuality in which words are used – a feature particularly crucial as words often have multiple meanings. Even tools that incorporate valence scores for intensity (e.g. VADER) ignore the lexical features native and ubiquitous in UGC like acronyms, emojis and slang.

Other more recent attempts at sentiment analysis (e.g. Naïve Bayers classifier, Support Vector Machines, etc.) have made use of growing expertise in machine learning and natural language processing to learn and identify sentiment-relevant features of text. However, the issue with such tools and UGC is that they require large sets of validated training data which represents as many of the lexical features as possible. Such data sets of UGC are hard to acquire due to the spare and short nature of text on social media.

How then does Socially Powerful analyse sentiment?

Here at Socially Powerful we understand why sentiment analysis is hard and we, therefore, like to do everything in-house to ensure the highest degree of quality and certainty for our clients. We carry out our own comprehensive sentiment analysis, integrating easily identifiable metrics such as like/dislikes and influencer polls, validated sentiment analysis tools and analyses of multiple samples in comment sections, carried out by different expert analysts. This way ensures we cover the drawbacks of each method. It also means we can be more creative and offer a more fine-grained bespoke analysis for each piece of content.

Why is this important?

Thinking back to last year’s Pepsi-Kendall Jenner advert provides a perfect example of the importance of sentiment analysis. Viewing it on the basis of engagement, the advert was a huge success. However, as everyone knows by now, it drew widespread criticism from around the globe for its insensitive and farcical content.

Kendall Jenner Pepsi influencer marketing.jpg

In influencer marketing, for example, an influencer may post to Instagram holding the product in hand so that it gains exposure to their followers. Any of the sentiment analysis tools mentioned above will then analyse the language in the comment section to get a rough picture of how it has been received. However, going the extra step allows us to fully understand whether the positive or negative sentiment recorded is actually directed towards the product or just other features of the post (i.e. outifts, quality of photo, background, etc.) – if the latter is the case then it is classified as neutral. In other words, it allows us to fully understand the context in which views are expressed, because ultimately it is that context that shapes our opinions.

Comment

The POWER of Influencer Marketing FOR Beauty BRANDS!

Comment

The POWER of Influencer Marketing FOR Beauty BRANDS!

influencer marketing for beauty brands

The influence YouTube beauty vloggers maintain over their subscribers is undeniable. With 73% of Millennials viewing it as their responsibility to guide friends, peers, and family toward smart purchase decisions, beauty influencers exercise the power to deliver honest and credible feedback regarding the legitimacy of brand claims. A mascara that lengthens lashes by 10x? We will see about that.

Their opinions can make or break the launch of a new product and subsequent reputability of a brand. For example, take the top 200 most-viewed beauty videos on YouTube; 86% were filmed by bloggers whilst only 14% where by beauty brands. Therefore, when we talk about the ‘power’ of YouTube, we are talking about that incomparable authenticity unique to real people, with real opinions.

With the influencer market continuing to expand at a rapid speed, and the potential for exposure and positive sentiment leading to a consequent spike in sales, it is obvious why leading brands are turning to these self-made beauty gurus. What is compelling is how brands are increasingly using and applying innovative approaches to influencer marketing to generate consumer engagement.

Since the boom of the beauty vlogger in the late noughties (one word, Zoella), brands have evolved their marketing strategies to encapsulate such authenticity, be it through affiliation, imitation or collaboration.

Take Loreal for example. Back in 2016, they increased their market share and improved brand reputation through deploying their first ever influencer-led campaign. In support of the release of the True Match foundation range, Loreal launched the #YoursTruly campaign; sourcing a diverse mix of YouTube influencers to establish the range as inclusive and credible. Since the campaign, and further collaboration with YouTuber’s, L’Oréal has since experienced a positive uplift in sentiment as well as sales. 

Becca’s product collaboration with YouTube beauty vlogger, Jaclyn Hill, of a limited edition ‘champagne pop’ highlighter, is another example of a brand nailing it. Drawing on Jaclyn’s, at the time, 3 million subscribers and personable approach, Becca broke Sephora’s record to become the store’s most-purchased product on its first day of release alone selling out 25,000 units in 20 minutes. This initial success propelled Becca from relatively unknown, with a consumer brand recognition of 0.5%, to a brand with a two million strong Instagram following. In late 2016 the company was then sold on to Estee Lauder for a reported 200 million.

However, failure to recognise an audience’s needs, overpricing and portraying a lack of diversity can lead to a financial and reputational loss for both YouTuber and brand. YouTube has the power to reward and ruin, as Benefit Cosmetics found with their collaboration with five big beauty YouTuber’s for their Beauty Stowaway set. The set received huge online backlash for products which were suitable for white skin only, unoriginal and minuscule in size.

In summary, if done well, YouTube influencers offer brands countless opportunity to engage an audience they would otherwise have limited access to and derive credibility not found in traditional advertisements. However, with the influencer market becoming more cluttered with beauty brand affiliations, it is questionable whether YouTuber’s can continue to maintain such reliability and, in turn, power.

influencer marketing for beauty brands

Comment

Measuring the success of Influencer Marketing - Socially Powerful

Comment

Measuring the success of Influencer Marketing - Socially Powerful

How do you measure the ROI and effectiveness of your Influencer Marketing campaign?!

how to measure the roi in influencer marketing.jpg
 

It’s safe to say that Influencer Marketing has found its place within the marketing mix, it’s not going anywhere soon and has become a powerful tool for brands in today’s age of social media. Many of the most iconic brands in recent times have come to the fore with an all-in approach to Influencer Marketing, e.g. Gymshark, which is now one of the fastest growing businesses globally.

However, with anything new making its way in the world, there are questions and scepticism around it, especially if you’re doing it wrong. So, how do you measure the effectiveness and the ROI of Influencer Marketing, what metrics should you be looking at? Today, we will answer your question and show you all!

Firstly, when any brand is looking to commit to spending even $1 in any form of marketing, we need to look at the goals of the campaign and the potential returns. We always ask our clients three key questions - What are you trying to achieve? Who are you trying to target? And, what are your campaign objectives? We reverse engineer from the agreed outcome to make informed decisions about which influencers and platforms best capture the target audience’s attention to develop long-lasting engagement and business impact.

Now, let’s talk about the goals and how you can measure them.

Brand awareness

Many will see brand awareness as a given with any marketing activity, let alone influencer marketing. However, to be seen and wanted by your target audience is one of the main goals of brands. Even if you’re working with just one micro-influencer with a few thousand followers, you’ll want to know how many eyeballs have seen your brand or been exposed to your brand. The metrics to look at here, cover total reach and impressions. How many times a post has appeared on people’s timelines and how many unique impressions there was.

Engagement

Engagement goes one step further than brand awareness, here we look at the audience that how they have actively engaged (link clicks, left a like, a comment, dislike, shares, followed your brand etc) on the content for the particular campaign. To look at the effectiveness of the engagement, you need to look at the influencers previous engagement rate and how the campaign compares. Higher engagement rate (likes, comments, shares, link clicks etc) indicates the audience enjoyed the content and appreciated the campaign. The next logical step would be to work with the influencer(s) again to continue building your relationship with them and their audience.

Lower engagement rate (low likes, high dislikes, low views etc) will indicate that there was something wrong with the campaign. Perhaps the wrong influencer was selected, the content was poorly put together or there wasn’t a particularly good audience fit.

Sentiment

Whether you’re trying to shift perception, provoke a reaction or test the waters, influencer marketing is a great way to understand audience’s sentiment towards your brand, products or campaign. There are numerous ways to look at the sentiment, either through comments in videos or pictures (what people are saying positive, negative, neutral?), the like to dislike ratio, amount of web traffic or another way is through polls on influencers stories on Instagram for example.

If you’re a watch brand and you have a dilemma about which colour watch to produce, you could simply run a poll on a few influencers stories that hit your target audience demographics, you’ll see results almost instantly. Through analysing the sentiment you’ll be able to see which social platforms react best to certain pieces of content, enabling you as a brand to prioritise your marketing spend towards those platforms.

Sales

Everyone wants to sell more, let’s face it, when you market your brand or service, the hope is that the audience will buy or use it. Influencer Marketing is a great way to increase sales or conversions and there are many ways to track the success. However, before beginning the campaign understand your sales figures for a few months previous and benchmark against these figures. Are you selling more with or without the chosen influencers?

If you’re a beauty brand, partnering with influencers to increase sales of a product, you can track sales through tracking links and discount codes, unique to each influencer you’re working with. By ensuring each link and code is unique, not only can you see day to day analysis and whether certain offers work best on certain days, but you can figure out influencer conversions. Which influencers are performing best and converting more of their audience to sales vs ones that aren’t performing well and have very little actual influence over their audience.

If you’re a mobile gaming company and your goal is to increase downloads using influencers, you can then track this through clicks on trackable links and then downloads of the game. Through this data, you can see the conversion metrics as before and you’ll be able to prioritise your top performing influencers for further marketing.

Influencer marketing is an incredibly powerful marketing tool if you have a concrete strategy in place (please see our previous blog for tips on this) and you know what you’re looking to achieve or measure. The above metrics will allow you to put together an Influencer Marketing campaign with confidence and understand the true power of the campaign performance.

 

Comment

Building an Influencer Marketing Strategy - THE RIGHT WAY

Comment

Building an Influencer Marketing Strategy - THE RIGHT WAY

building an influencer strategy

Influencer marketing is here to stay. More than half of marketers within brands have had experience with Influencer Marketing and these figures are only going to keep rising. It’s not enough to just simply “do” Influencer Marketing, you need to have a strategy in place that’s going to deliver an ROI for your brand or business. Aimlessly partnering with Influencers and having a scattergun approach will not work, it’ll fail, and it won’t be an effective use of your marketing budget. However, do Influencer Marketing right and the stats back up the ROI “On average, businesses generate $6.50 in revenue for each $1 invested in influencer marketing”

We’re here today, to talk about the right way to do Influencer Marketing and how to implement a fool-proof strategy for your brand, moving forward.

Understand your objectives.

First and foremost, before you do anything else, you need to understand what your objectives are, what are you looking to achieve and what will Influencer Marketing deliver? You need a measurable goal. Whether that’s awareness, engagements, sentiment, views on content or sales, figure out what you want to do. Once you have the goal, you’ll be in a better position to understand what types of influencers you want to work with, as certain influencers will deliver different returns.

Understand your audience.

From here, you now look into understanding your audience. What are they interested in? What do they care about? What do they want from your brand? Who do they follow? What social platforms are they active on? Once you have figured this out, you’ll understand what influences your audience’s behaviour and you’ll know why they buy your product or at least have an interest!

Finding the right influencers.

Now, here comes the key element to any successful influencer campaign. Finding the right influencers. To find the right influencers is tricky, especially if you don’t know where to look and the industry is completely alien to you. You can either do this yourself, or you can contact us (if you haven’t already for the previous stages) and we will add our special sauce into the mix, removing the arduous process and headaches of finding the right influencers for the campaign.

Understand the influencers audience and brand.

Once you’ve found the right influencers, then comes the due diligence of understanding their brand. Influencers have an individual style, some have strong opinions and they have built their following from 0, they know what’ll work, so respect their input. As a brand, you need to understand the type of content they produce, what their audience engage with best and what they can deliver for you in terms of ROI. The key is to keep the content authentic, don’t force it, then you’ll bring value to the influencer and their audience, resulting in a better campaign performance.

Look for long-term relationships.

You’ll see many influencers endorsing different products and categories every day. Those that do this, lose credibility and the influencer's audience will start to call them out as they are constantly being fed mixed messages. A strong partnership is formed with an influencer when they really believe about the product and the brand. Brands should always look for long-term relationships over one-off posts or collaborations. With long-term partnership where you grow together, the campaigns are authentic, the audience feels the value of the brand and the brand fits with the influencers life.

Track the success.

From here, you can then start to pull together the campaign creative, the KPI’s and the content that’s going to work for the influencer, as well as your brand. Once the campaign goes live, track the content and performance relentlessly against your KPI’s, understand what works and quickly change things that aren’t. Once you’ve collected all the campaign data, see if it’s met your expectations and measure the ROI.

Remember, the best influencers are the ones who already consume, use and talk about your brand.

influencer marketing strategy blog

Comment

How are brands working with influencers - The Slimming Foodie

Comment

How are brands working with influencers - The Slimming Foodie

Today we caught up with Pip Vincent, AKA the Slimming Foodie,  the Winner of 'Best Food Blog' at the MAD blog awards 2016 and Finalist in Food category at Brilliance in Blogging Awards 2017, We wanted to understand how Pip started out, her views on the industry of Influencer Marketing and what the future holds for her as a blogger / influencer! 

How are brands working with influencers?
 

Could you tell us a little bit about your background and how you started to build a following?

After my 2nd daughter was born, I joined Slimming World because I wanted to lose my baby weight. I was trying to find a Facebook page with good recipes that were Slimming World friendly, but I couldn’t find one so I set up my own and started just sharing what I was cooking every night- just a picture of the meal and how I’d made it. After I’d been doing it for a couple of months I thought there had been a glitch on Facebook as my followers started going up really quickly- about 1000 a day! The popularity of the page kept on so I decided to start the blog, to share all of the recipes and make them easily searchable. It grew from there- I knew absolutely nothing about blogging or social media before I started but I’ve absolutely loved learning about how it all works and developing my channels- it’s such an exciting industry because it’s so new, and there aren’t any rules- the world’s your oyster!

 Is this something you do full-time?

 Yes, I do it full-time now, although I fit it around my daughters so I work during school days, and don’t have much time in the holidays!

What sort of content do you create and what content works best with your audience?

 I’ve always been passionate about good food. I focus on making great tasting recipes that are accessible to the average person- not difficult to source or stupidly expensive ingredients, and not complex to cook. There’s a focus on being healthy, cutting down fat or sugar where possible, and trying to include healthy ingredients, but in a realistic way- meals that you could eat every day for the rest of your life- no fad diets or trends that don’t work in the long-term. Some of my most popular recipes are for meals that might be typically unhealthy if you bought them in a takeaway or as a ready meal (eg. chicken tikka masala, or chicken chow mein) but my recipes are both easy to cook at home, and also healthy! My audience loves a fakeaway, but also a new idea- for example replacing the pastry part of quiche with a sweet potato crust.

What would you define Influencer Marketing as?

A brand collaborating with an influencer in order to create a marketing message that will appeal to that influencer’s engaged audience.

What brands have you worked with so far? How was it? 

I’ve only worked with brands who value what I have to offer (and are willing to pay for it!) and therefore I have had really brilliant experiences so far! some of the brands I have worked with are: Tefal, Frylight, Iceland, Nandos, Sonos, Lee Kum Kee, Naked Noodle, Alaskan Seafood, The Mushroom Council, Maryland Cookies, Pink'n'Whites, The Saucy Fish Company and lots more!

How do you think Influencer Marketing will evolve over the next 12 months?

I think that it will continue to burgeon, that newer influencers will become more savvy about disclosure, and I hope that brands will continue to get on board with, and see the power of influencer marketing.

How has the Influencer world evolved since you began?

I think the market has become a lot more flooded, but I also think that many brands have stopped trying to get influencers to market for them for free, and realised the value in paying proper rates for the influencer’s expertise and audience.

How do you feel brands are working with Influencers?

All the brands I have worked with have been fantastic, they are open to suggestions and trust that I know my own audience. Unfortunately there are still many brands who think influencers should be a free resource for their marketing activities, or PRs who have not discerned the difference between a blogger (who will expect to be paid for their time and access to their audience), and a journalist who is typically on a salary from their publication so does not need to be paid for exposure.

Have you seen any brands that you feel are doing great work with Influencers? 

Iceland works brilliantly with influencers, I think their strategy has been very clever.

How do you balance your online life with offline?

It’s not easy, as it’s not something that has set hours, and there is so much involved with running a blog and social media channels- plus many campaigns are quite last minute! I try to stay away from my phone once the girls are home from school and concentrate on them! It’s definitely a juggling act, and hard to switch off! I always try and respond to potential clients quickly so I’m always contactable by email.

Which influencers inspire you and look up to?

One of my favourite influencers is Hayley from Sparkles and Stretchmarks (http://www.sparklesandstretchmarks.com/) - she really writes from the heart and tackles taboo subjects. She also writes brilliant posts for other bloggers about working with brands, and shares lots of info about how she makes a full-time income from blogging. I’ve also become more and more interested in photography and creating beautiful looking content and so I love to follow influencers who have beautiful Instagram feeds such as Twigg Studios (https://www.instagram.com/twiggstudios/?hl=en).

If you could work with any brand, who would that be?

I’d love to work with Waitrose, and Cath Kidston!

Tell us something about you that people might not know?

I live in a converted Victorian psychiatric hospital! 

What’s your favourite social platform and why?

At the moment it’s Instagram, I love creating attractive images, and I love the genuine interaction on there. I really enjoy using stories, and again, for brands I think it’s where the best organic engagement lies. I used to love Facebook, but the newest algorithm has really strangled my organic reach and I’m finding it frustrating!

Where do you want to take your career as an Influencer?

I want to be able to keep this as my full-time job, and stay on the cutting edge in terms of content and strategy- ultimately I would love to have a cookbook too!

 

 

Comment