Facebook影响者营销指南（英文版）.pdf

CONTENT / INFLUENCE / SCALE INFLUENCER MARKETERS GUIDE TO FACEBOOK Do you want to launch an influencer marketing campaign using Facebook? Heres what you need to know.he social media landscape was completely different in 2004 than it is today. Back then, sites like MySpace and Friendster ruled, and there was some skepticism about the future of social media and social networking. People either thought it would catch on or that it would crash and burn, like the dotcom boom and bust before it. Then along came Facebook. In February 2004, the site known as TheFacebook went online. It was only open to students at Harvard, the school its founder Mark Zuckerberg was attending. Just 24 hours later, 1,200 students had signed up. After that, use of the site spread. First, students attending other schools in the Boston area could join. Then students attending Ivy League universities were allowed to sign up. Eventually, the site was open to all college students in the US. In the fall of 2005, high school students could create accounts. By that point, TheFacebook had dropped the “the” from its name and became Facebook. By 2006, anyone with an email address had the ability to join Facebook. And to say its use and popularity has exploded since then might be a bit of an understatement. WHOS USING FACEBOOK? In 2005, Pew Research Center began tracking social media use among adults in the US. Back then, only 5 percent of adults used any type of social media site. MEET FACEBOOK T Just six years later, more than half of US adults were on a social networking site. Today, Facebook use has become nearly ubiquitous in the US. According to Pew, 68 percent of all US adults are on Facebook. If you take out the portion of the population that isnt online at all, the number of people on Facebook jumps to 79 percent of all online adults. Facebook is by far the most popular social networking site in the US. While more than half of the adult population has used it since 2011, less than a quarter of adults are on at least one of the other sites, such as Instagram, Pinterest, or Twitter. The more frequently a person goes online, the more likely he or she is to use Facebook and to use it a lot. As the 2017 State of the Creator Economy (SOCE) study found, 95 percent of people who go online for more than 15 hours per week visited Facebook at least yearly. More than 75 percent of those people went to Facebook on a daily basis. In 2016, the mean number of monthly visits per user to Facebook was 101, up from 91 visits per month in 2015 (according to the SOCE). Facebook leads the social media pack when it comes to the average number of monthly visits. 1WHAT DO PEOPLE DO ON FACEBOOK? When people are visiting their Facebook feeds more than 100 times each month, what are they doing during each visit? And who are they following? The SOCE ranked Facebook as a “regular skewed” social networking site. Sites like Twitter and YouTube are “famous skewed,” meaning that users are more likely to follow traditional celebrities or internet celebrities on those sites than they are their friends. Facebook is also one of the top three sites used by creators or influencers. In 2016, 92 percent of creators were using Facebook, compared to 89 percent on Instagram. Only Twitter, used by 93 percent of surveyed creators, was more popular. Theres another reason why influencer marketing is a perfect fit for Facebook, and it has to do with trust. People who are on Facebook are more likely to follow people they know and people are more likely to trust people they know. According to Nielsens Global Trust in Advertising Survey, the most trusted advertising format is recommendations from family and friends. Slightly more than 8 out of 10 people stated that they completely or somewhat trust a recommendation from someone they know and like. A smaller but still significant portion of people (about 66 percent) stated that they trust the opinions of people they didnt know, as long as those opinions were consumer opinions found online. Additionally, consumers are likely to put their faith in branded content from a company or marketer. The Nielsen survey found that 70 percent of people trusted information found on a companys own website. More than 60 percent of survey respondents trusted brand sponsorships. A sponsored Facebook post from an influencer is a good example of a brand sponsorship. The study from Nielsen isnt the only one that suggests that a word-of-mouth recommendation is the ideal way to get new customers. Another study from McKinsey found that word-of-mouth advertising influenced up to 50 percent of all purchase decisions. UNDERSTANDING REACH ON FACEBOOK If content on a brands website is one of the top three most trusted forms of advertising (according to Nielsens survey), why dont brands simply use their own Facebook pages to connect with customers? A big reason brands arent relying on their own pages has to do with Facebook itself. Prior to 2012, having a Facebook page was a great resource for many brands. A brand could put up a post on its page and rest assured that a significant portion of its followers would see the post. 2 76.5% OF MARKETERS AND SMALL BUSINESS OWNER WHO HAVE USED VIDEO MARKETING SAY IT HAD A DIRECT IMPACT ON THEIR BUSINESS But on Facebook, about 56 percent of the people users follow or are friends with are other people they know. Just 44 percent of the people users follow are famous in some way. The reasons why people use Facebook and what they do on the site has been the subject of considerable scientific and academic study. A 2012 review of studies determined that people use Facebook for two major reasons: Facebook users are looking to belong, and they are looking for a way to present themselves to the world. Within those two main reasons, there are a number of subcategories. One of the most commonly stated reasons for using the site is to “see what my friends are up to.” In more recent years, Facebook has become a way for people to get their news and learn more about what is going on around them. FACEBOOK + INFLUENCER MARKETING = A MATCH MADE IN HEAVEN? Using Facebook as a way to fit in and belong and the increased use of the social site as a way to glean information has made it a good fit for influencer marketing. In fact, Facebook is the most popular site for influencers and marketers. The 2017 SOCE found that a sponsored Facebook post was by and large the most popular influencer marketing tool ever used. Around 78 percent of marketers used a sponsored post on Facebook in 2016, up from 60 percent in 2015 and 56 percent in 2014.3 In 2012, though, Facebook began to tweak its algorithm, according to a study from SocialOlgivy. Thanks to the change, posts published by brands were likely to organically reach just 16 percent of followers. The goal (Facebooks goal, that is) seemed to be to have organic reach of brand posts reach zero. In February of 2014, reach was 6 percent for most brands. But for bigger brands (those with more than half a million likes), reach fell to 2 percent, according to Ogilvys study. You could blame the elimination of effective, organic brand reach on the rise of influencer marketing. No longer able to connect with fans right from their pages and with their own posts, brands had the choice of using and paying for Facebook ads, or they could find an influencer with a significant following or number of friends and tap into that influencers audience to get their message across. PUTTING TOGETHER YOUR OWN FACEBOOK INFLUENCER MARKETING CAMPAIGN If reading about a few successful influencer campaigns on Facebook has inspired you to create your own for your brand, there are a few things youll need to do first. Step one is to determine what type of campaign will work best for your brand. Do you want to create a somewhat out-there, goofy challenge that will get a reaction from a lot of people, like the Ice Bucket Challenge? Or would your brand be better off partnering with an influencer who will create a video showcasing your products? Heres a quick list of potential campaign types or ideas: Create a fun hashtag and have your influencers use it. Several of the campaigns mentioned above centered around a catchy hashtag, such as #withoutshoes and #IWillWhatIWant. The benefit of making a campaign with a hashtag is twofold. It encourages other Facebook users to make their own posts and it allows the campaign to spread to other social media sites, like Twitter or Instagram. Give the influencer a sample of your product. Ask your influencer to try out one or more of your products, then post a photo or video of him or her using the product. Create an “unboxing” video. Send your influencer TAKE A LOOK AT SOME SUCCESSFUL FACEBOOK CAMPAIGNS One of the most interesting things about influencer marketing on Facebook is that it doesnt have the “name brand” influencers that other social media sites have. For example, if you think of Instagram, big names like Taylor Swift, Beyonc, and Kim Kardashian come to mind. If you think of YouTube, you think of video stars like Zoella and Pewdiepie. But try to think of an influencer whos known specifically for his or her work on Facebook. You likely draw a blank. With 1.86 billion active users, Facebook is so big and so well used that theres the assumption that everyones on it. Thats mostly true. An influencer whos big on YouTube, Twitter, or Instagram is likely to have a big following on Facebook as well. Lots of influencers use Facebook, but its a rare influencer whos Facebook-exclusive. For example, Pewdiepie has more than 7 million followers on Facebook and 54 million subscribers on YouTube. Taylor Swift has more than 74 million followers on the site, and almost 95 million followers on Instagram. Chiara Ferragni, the Italian fashion blogger behind the Blonde Salad, has more than 1.2 million likes on Facebook, along with her 7.7 million followers on Instagram. Since most influencers arent Facebook-exclusive, its more helpful to look at the impact had by specific campaigns on the social networking site, compared to the impact of a single creator. Heres a rundown of some of the biggest Facebook marketing campaigns.a package full of products, then have him or her open the box and reveal whats inside, describing each item to an audience. This is a particularly good option for Facebook Live videos. Create a tutorial or how-to. If youre a food- focused company, lifestyle brand, or athletic company, having your influencer create a how-to video or tutorial that showcases a project that uses one or more of your products is a good option. This is another great option for Facebook Live videos. Create a challenge. As the Ice Bucket Challenge showed, creating some sort of challenge tends to help nonprofits raise awareness. Get a few influencers to do something wacky for your cause (like get a pie in the face, wear mismatched shoes for a day, or do something outrageous with their hair), and see how many people follow. WHERE TO FIND FACEBOOK INFLUENCERS You have a few options when it comes to finding influencers on Facebook. Some options are more efficient and cost-effective than others. Finding Influencers via Influencer Agencies Lets start with the least cost-effective option: using an influencer agency. Just as actors, models, and pro athletes often have agents, some influencers have signed on with agencies. Influencer agencies work in a similar way to acting or athletic agencies, in that they get a cut of the influencers earnings. But just as Joe Smith, a community theater actor, and Jessica Brown, an amateur tennis player, dont have their own agents to find them auditions or games to play, most influencers dont work with an agency. Its only the big ones (those who can command a five- or even six-figure paycheck) who get the attention of the agents. In other words, the average influencer agency is often well out of the price range of all but the biggest brands. Buts that OK. If youre a smaller brand or a mid-sized company, it often makes more sense to work with a smaller influencer or one with a small following than to work with influencers with huge followings. For one thing, influencers who arent superstars tend to have more engaged followings. They also tend to engage more with their followers, since they arent as in demand as the big-time influencer celebs. You wont 4 THE ICE BUCKET CHALLENGE Back in 2014, the Ice Bucket Challenge spread across Facebook like wildfire. A campaign started by the ALS Association, the goal was to raise awareness of (and funding for research into) amyotrophic laterals sclerosis, also known as Lou Gehrigs disease. Throughout the summer, people posted videos of themselves dumping buckets full of ice water on their heads. Users would then tag others in the posts, encouraging them to make their own videos or donate to ALS Association instead. What does ice water have to do with ALS? Nothing, really. But the campaign was silly enough and appealing enough to convince a lot of people to do it. As a result, many people learned about ALS for the first time. Although the challenge wasnt specifically an influencer marketing campaign, it was a great demonstration of the reach and effectiveness of Facebook. More than 17 million people created videos on Facebook, including influencers such as Oprah, Bill Gates, and Will Smith. In all, the videos were viewed more than 10 billion times. ONE DAY WITHOUT SHOES Shoe brand Toms is known for its charitable focus for every pair of shoes it sells, it donates a pair to a child in need in a developing country. To highlight the importance of shoes for health and hygiene, the brand has launched an annual campaign known as One Day Without Shoes. #Withoutshoes is a good example of a cross- platform campaign. It has numerous posts on Instagram, all featuring photos of barefoot people. Over the course of five years, its also had a number of influencers and celebrities promote it on their Facebook pages, such as comedian Chelsea Handler, model Bella Thorne, and pop singer Zendaya.be getting the “name brand” when you work with a lesser-known influencer, but youre likely to get more bang for your buck. Finding Facebook Influencers DIY So what are the other two ways to find a Facebook influencer? The difficult way is to comb through Facebook yourself, using search terms and hashtags to find influencers on the site who align with your brand and who are relevant to your audience. This method is difficult because it can be hard to sift through the results you get. Plus, you have no way of really knowing if a popular Facebook user is