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Native Advertising & Influencer Marketing Masterclass

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Find out how native ads and influencers can help take your content marketing to the next level!

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Native Advertising & Influencer Marketing Masterclass

  1. 1. NATIVE ADVERTISING & INFLUENCER MARKETING MASTERCLASS Patrick Searle Group CEO GetCraft patrick@getcraft.com
  2. 2. The questions we will answer today 1) What is native advertising? 2) What are the trends around native advertising in S.E.Asia? 3) What sponsored content opportunities are available for my brand? 4) How to decide which publishes & influencers to work with? 5) What are the best practices when it comes to working with publishers & influencers? 6) How do I measure the effectiveness of all this work?
  3. 3. Graphic Design - Infographics 1x Instagram Photo Explainer / How-To Videos Blog Writing - up to 1,000 Words Southeast Asia’s premier content marketplace, for all your content production and sponsored content needs. 2,500+ Influencers 400+ Publishers 600+ Writers & Editors 500+ Photographers 300+ Designers 900+ Videographers Welcome to
  4. 4. Open in 4 markets with Thailand & Vietnam coming soon! MALAYSIA SINGAPORE PHILIPPINES INDONESIA
  5. 5. Last year we worked with 350+ brands
  6. 6. We help educate via articles, interviews, white papers, trainings and events!
  7. 7. Answer your questions in the RHS box and we will answer after each section During today's training if you have any questions that come to mind, please do ask them in the Question box on the Right Hand Side. We will try to answer up to 3 questions after each section and all the remaining questions during the 30 minute Q&A after the training.
  8. 8. The questions we will answer today 1) What is native advertising? 2) What are the trends around native advertising in S.E.Asia? 3) What sponsored content opportunities are available for my brand? 4) How to decide which publishes & influencers to work with? 5) What are the best practices when it comes to working with publishers & influencers? 6) How do I measure the effectiveness of all this work?
  9. 9. The questions we will answer today 1) What is native advertising? 2) What are the trends around native advertising in S.E.Asia? 3) What sponsored content opportunities are available for my brand? 4) How to decide which publishes & influencers to work with? 5) What are the best practices when it comes to working with publishers & influencers? 6) How do I measure the effectiveness of all this work?
  10. 10. There is a lot of confusion around the definition of native advertising SPONSORED CONTENT ? NATIVE ADVERTISING ? BRANDED CONTENT ? CONTENT MARKETING ? INFLUENCER MARKETING ? PROGRAMMATIC NATIVE ADVERTISING ?
  11. 11. Native advertising is a form of content marketing Content Marketing Is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of content strategy is the belief that if we deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. Native Advertising Native advertising is a form of paid content marketing where the ad experience follows the natural form and experience of the platform in which it is placed. Form: Native ads match the visual design of the experience they live within, and look and feel like natural content. Experience: Native ads must behave consistently with the normal user experience, and function just like natural content.
  12. 12. Native advertising is a form of content marketing PROGRAMMATIC NATIVE ADS e.g. Taboola, Outbrain NATIVE AD UNIT e.g. Facebook, Google Ads BRANDED CONTENT e.g. Branded article INFLUENCER MARKETING e.g. Influencer video SPONSORED CONTENT When a brand sponsors a publisher to have its name and/or message associated with a particular story. When a brand sponsors “thought leaders” to create high-impact conversations with their audience about their products or services. Paid advertising units on platforms such as Facebook or Google. Brand created advertorials that target consumers based on data collected by websites and sold using real-time bidding systems. NATIVE ADS
  13. 13. Why we like Sponsored Content? More Native = Better CTR’s PROGRAMMATIC NATIVE ADS e.g. Taboola, Outbrain NATIVE AD UNIT e.g. Facebook, Google Ads BRANDED CONTENT e.g. Branded article INFLUENCER MARKETING e.g. Influencer video SPONSORED CONTENT NATIVE ADS LESS NATIVE MORE NATIVE 0.2 - 0.3 % 0.4 - 0.8 % 1 % 1 % Click-Through Rate (%)
  14. 14. The questions we will answer today 1) What is native advertising? 2) What are the trends around native advertising in S.E.Asia? 3) What sponsored content opportunities are available for my brand? 4) How to decide which publishes & influencers to work with? 5) What are the best practices when it comes to working with publishers & influencers? 6) How do I measure the effectiveness of all this work?
  15. 15. Indonesian Native Advertising Report 2017-2018 Based on surveys we conducted in Q1, 2018 with 309: ● Brands ● Agencies ● Influencers ● Publishers Sign up to GetCraft.com to be notified when our next series of reports will be published.
  16. 16. Brands will spend 20-30% of their total media budget on Native Ads MEDIAN
  17. 17. And 86.5% of Influencers expect their revenue to grow x2 or more
  18. 18. Social media is most popular but sponsored content comes 2nd and 3rd 67% 47% 37% 37% 23%
  19. 19. Instagram is the preferred channel of choice for Influencer Marketing 100% 94% 53% 41% 35%
  20. 20. Why the interest? Simply put, it’s the most cost effective channel Cost per View (CPV) of Native Ad Formats (USD) With a CPV of US$0.03 and given that influencer marketing includes the price of ideation, production & distribution it makes it one of the most effective forms of paid marketing for brands.
  21. 21. And most effective way to raise awareness, recall & purchase intent! With new research from Comscore indicating that Native Articles are seeing up to x6 better unaided awareness, ad recall & purchase intent.
  22. 22. 74% of brands use Native Advertising to get awareness
  23. 23. The challenges when it comes to doing Native Advertising
  24. 24. The questions we will answer today 1) What is native advertising? 2) What are the trends around native advertising in S.E.Asia? 3) What sponsored content opportunities are available for my brand? 4) How to decide which publishes & influencers to work with? 5) What are the best practices when it comes to working with publishers & influencers? 6) How do I measure the effectiveness of all this work?
  25. 25. Based on your brand objectives, there are 10 types of sponsored content campaigns you can do BRAND AWARENESS Channel Takeover Fresh & New Creative Challenge Emotional Storytelling BRAND BUILDING Product Placement How To’s Disruptive Ideas PRODUCT CONSIDERATION Guides & Reviews Custom Research Promos & Giveaways
  26. 26. Based on your brand objectives, there are 10 types of sponsored content campaigns you can do BRAND AWARENESS Channel Takeover Fresh & New Creative Challenge Emotional Storytelling BRAND BUILDING Product Placement How To’s Disruptive Ideas PRODUCT CONSIDERATION Guides & Reviews Custom Research Promos & Giveaways
  27. 27. // Channel Takeover SHOPEE Campaign: 10/10 INSTAGRAM TAKEOVER Objective: Shopee wanted to takeover Instagram in Indonesia for their 10/10 big discount sale. How we helped: We created a total of 300 sponsored posts on Instagram with 200 influencers. 100 posts 10 days prior to the 10th of October as a teaser and 200 posts on the day itself during a 1 hour window. Results: ● 4,200,000 Content Views ● CPV USD 0.01 (including production and distribution).
  28. 28. // Fresh & New SAMSUNG Campaign: TAB A PRODUCT LAUNCH Objective: Samsung needed a way to have their new Tab A stand out in terms of of quality from competitors who were flooding the market. How we helped: We worked with 13 lifestyle and tech. publishers to create a series of interlinked sponsored article over a 4-stage launch period; Pre-Launch, Launch, Tech Review, Sustenance. Results: ● 250,000 Content Views ● CPV USD 0.03 (including production and distribution).
  29. 29. // Fresh & New INDOSAT OOREDOO Campaign: WELCOME TO OOREDOO Objective: Indosat Ooredoo wanted to build their new brand after a big acquisition; and communicate to their customers about their new and improved IM3 offerings. How we helped: We created 37 bespoke sponsored articles for the IM3 Freedom Combo, Indosat 4G Plus, Indosat Change and Indosat B2B offerings across Indonesia’s top business media. Results: ● 350,000 Content Views ● CPV USD 0.09 (including production and distribution).
  30. 30. // Creative Challenge COCA-COLA Campaign: HOW FAR DO YOU GO? Objective: Fanta Orange after almost a 10 year hiatus was re-launching with a new and improved orange reformulation. How we helped: We worked with 10 youth lifestyle influencers to run a campaign asking the question “How far do you go for the taste of Fanta?” Who in turn asked their followers to take part in a series of challenges in exchange for prizes. Results: ● 1,400,000 Content Views ● 360,000 Likes/Shares ● CPV USD 0.01 (including production and distribution).
  31. 31. // Creative Challenge MCDONALD’S Campaign: #TRUFFLESHUFFLING Objective: McDonald’s were looking to raise awareness about their new Truffle Fries! How we helped: We partnered with 9 Youth related Influencers who in under week posted their #TrufflingShuffling dance videos featuring the new product! Who in turn asked their to also come up with a Truffle Shuffle for the chance to win prizes! Results: ● 100,000 Content Views ● 30,000 Likes/Shares ● CPV USD 0.05 (including production and distribution).
  32. 32. // Emotional Storytelling GOOGLE Campaign: GOOGLE PLAY Objective: Google launched an awareness campaign to increase usage for Google Play’s new payment features as well as to build the overall brand. How we helped: We worked with 3 Macro Youtuber’s (Arief Muhammad, Edho Zell and Bayu Skak) over a period of 6 months to create multiple pieces of content on highly entertaining content showing what happens when ‘games come to life’. Results: ● 3,600,000 Content Views ● 110,000 Likes/Shares ● CPV USD 0.02 (including production and distribution).
  33. 33. Based on your brand objectives, there are 10 types of sponsored content campaigns you can do BRAND AWARENESS Channel Takeover Fresh & New Creative Challenge Emotional Storytelling BRAND BUILDING Product Placement How To’s Disruptive Ideas PRODUCT CONSIDERATION Guides & Reviews Custom Research Promos & Giveaways
  34. 34. // Product Placement BOOK MY SHOW Campaign: VLOG FILM REVIEW Objective: BMS wanted to educate the Indonesian movie goer market about how to use their app and the convenience they could achieve. How we helped: We worked with 5 macro YouTuber’s to create Vlog’s & honest movie trailers for every major blockbuster that was released over the course of a 6-month period. Results: ● 1,700,000 Content Views ● CPV USD 0.02 (including production and distribution).
  35. 35. // Product Placement J&J Campaign: DEFINE Objective: Acuvue recreated their annual “Define Campaign” targeting top tier female influencers to “define” how they used the product on a daily basis. How we helped: We worked with 6 top female macro influencers (Maudy Ayunda, Claudia Novira, etc.) to produce 24 IG Photos, 4 IG Videos, and 3 IG Stories showing what a day in their life looked like and where Acuvue helped. Results: ● 1,900,000 Content Views ● 400,000 Likes/Share ● CPV USD 0.01 (including production and distribution).
  36. 36. // How To’s ROYCO Campaign: COOKING THE CLASSICS Objective: Royco was looking for a way to introduce their new line of cooking sauces & products. How we helped: As such we helped them team up with 7 publishers to create a series of ’How-To’ cooking posts of a few modern Indonesian classic food dishes. Results: ● 125,000 Content Views ● 400,000 Likes/Share ● CPV USD 0.06 (including production and distribution).
  37. 37. // How To’s POND’S Campaign: 3-DAY CHALLENGE Objective: To help re-launch Pond’s Acne Solution, we helped connect them to over 40 Instagram & YouTube Beauty Experts. How we helped: As part of this campaign these influencers took part in a 3-day face regime challenge and encouraged others to take part in the process. Results: ● 1,050,000 Content Views ● CPV USD 0.01 (including production and distribution).
  38. 38. // Disruptive Ideas BEAR BRAND Campaign: MILLENNIAL PRODUCTIVITY Objective: Bear Brand Adult Plus’ wanted to capture the attention of upwardly mobile young professionals through sponsored content. How we helped: 8 Top tier publishers came out with a series of rich editorial content and stretched the brand’s promise by talking about workplace productivity. Results: ● 1,800,000 Content Views ● CPV USD 0.005 (including production and distribution).
  39. 39. // Disruptive Ideas PEPSODENT Campaign: PEPSODENT SENSITIVE EXPERT Objective: Pepsodent wanted to raise awareness and educate consumers on the effects of sensitive teeth, what causes it and treatment. How we helped: 15 health and lifestyle publishers created 18 educational articles ranging from common food misconceptions to tip and tricks. Results: ● 700,000 Content Views ● CPV USD 0.002 (including production and distribution).
  40. 40. Based on your brand objectives, there are 10 types of sponsored content campaigns you can do BRAND AWARENESS Channel Takeover Fresh & New Creative Challenge Emotional Storytelling BRAND BUILDING Product Placement How To’s Disruptive Ideas PRODUCT CONSIDERATION Guides & Reviews Custom Research Promos & Giveaways
  41. 41. // Guides & Reviews P&G Campaign: OLAY REGENERIST Objective: Olay Regenerist was re-launching into an already saturated beauty market compounded by the fact that they had a premium price point and a high SES. How we helped: In 6 months, we built brand ambassadorship with 7 celebrity influencers; running 36 Instagram posts and videos, reviewing the benefits of the product, unboxing the beauty kits and showing the easy applicability. Results: ● 1,500,000 Content Views ● CPV USD 0.02 (including production and distribution).
  42. 42. // Guides & Reviews TOURISM AUSTRALIA Campaign: INSPIRING AUSTRALIA Objective: Wego in collaboration with Tourism Australia were looking to inspire and educate Indonesians on why they should visit Australia during the Ramadan Holidays. How we helped: We helped them run 125+ bespoke interlinked articles on 25 travel and major publications over a 6 month period. Results: ● 1,300,000 Content Views ● 300,000 Clicks/Likes ● CPV USD 0.05 (including production and distribution).
  43. 43. // Guides & Reviews TRAVELOKA Campaign: FEATURE REVIEW Objective: Traveloka Philippines wanted integrated influencer initiatives to promote events, drive app downloads & generate sales. How we helped: To help they work with approximately 10 influencers per month on different campaign initiatives. across content types, including Facebook Live, Instagram Photo, Video & Stories and Twitter takeovers. Results: ● 100,000 Content Views per month ● 1,300 New Followers per month ● CPV USD 0.03 (including production and distribution).
  44. 44. // Custom Research SCHNEIDER ELECTRIC Campaign: SMART ENERGY Objective: Schneider Electric wanted to educated the public about smart energy solutions and general electricity safety for the overall public. How we helped: We helped them run 12 sponsored articles on 4 premium major portal sites. Results: ● 120,000 Content Views ● 13,400 Likes/Shares ● CPV USD 0.09 (including production and distribution).
  45. 45. // Custom Research GE Campaign: GE REPORTS Objective: GE was looking to both raise awareness about its initiatives in Indonesian while at the same time driving interested users back to its site. How we helped: GE sponsored 7 publishers to both create bespoke research & articles topics the company’s key area of interest. Results: ● 175,000 Content Views ● CPV USD 0.07 (including production and distribution).
  46. 46. // Promos & Giveaways AIR ASIA Campaign: 5 MILLION FREE SEAT CAMPAIGN! Objective: AirAsia wanted to capture the attention of Malaysia with the launch of one of their largest Free Seat Promotions. How we helped: In 3 days, they briefed & received 70+ Influencer pitches and in the end selected 42 influencers who all posted on the same day promoting the campaign. Results: ● 500,000 Content Views ● 52,000 Clicks/Likes ● CPV USD 0.01 (including production and distribution).
  47. 47. The questions we will answer today 1) What is native advertising? 2) What are the trends around native advertising in S.E.Asia? 3) What sponsored content opportunities are available for my brand? 4) How to decide which publishes & influencers to work with? 5) What are the best practices when it comes to working with publishers & influencers? 6) How do I measure the effectiveness of all this work?
  48. 48. Deciding who to work with? First answer two questions: 1. Decide on how many views and clicks you need 2. Choose the media/influencers who match your brand
  49. 49. Deciding who to work with? First answer two questions: 1. Decide on how many views and clicks you need 2. Choose the media/influencers who match your brand
  50. 50. Sponsored Influencer CPV benchmark (USD) After tracking the last 450 influencer campaigns GetCraft ran in 2018, we saw that the average Cost per View (CPV) is USD 0.02. For publishers, average CPV is USD 0.19.
  51. 51. Sponsored Content CTR benchmark After tracking the last 529 Sponsored (Influencers & Publishers) campaigns GetCraft ran, we saw that the average Sponsored Content Click Through Rate (CTR) is 0.75%
  52. 52. Plus using the marketplace its now easy to get estimate performance data Sponsored Celebrities and Influencers (2494)
  53. 53. Meaning that you can match your target views & clicks with your budget BUDGET COST Per VIEW ACTUAL VIEWS CTR NUMBER of CLICKS USD 0.02 0.75% USD 10,000 X 465,116 X 3,488 USD 21,500 X 1,000,000 X 7,500 USD 28,667 X 1,333,333 X 10,000
  54. 54. Deciding who to work with? First answer two questions: 1. Decide on how many views and clicks you need 2. Choose the media/influencers who match your brand
  55. 55. To help we suggest using Brand Category Maps BRAND AContent Category A Content Category B Content Category C Content Category D As a first step we will look to map all the media & influencer categories that our brand fits into.
  56. 56. EXAMPLE: Travel Brands & Key Content Categories BRAND ATravel Male Lifestyle Female Lifestyle Parenting
  57. 57. Then you map who are the key sites & industries in each industry BRAND ATravel Male Lifestyle Female Lifestyle Parenting Erwan Heussaf Inquirer Life Marc Pingris 8 List Jake Ejericito Liz Uy CNN Lifestyle Georgina Wilson ABS-CBN Lifestyle Denise Laurel The Poor Traveler Just One Way Ticket Kimi Juan Two Monkeys Travel Ida Anduyan Danica Sotto Bavy & Breakfast Jennica Garcia theAsian Parent Mikaela Martinez
  58. 58. Something GetCraft’s category filter also makes very easy Travel (650) Male Lifestyle (507) Parenting (220) Female Lifestyle (1205)
  59. 59. The questions we will answer today 1) What is native advertising? 2) What are the trends around native advertising in S.E.Asia? 3) What sponsored content opportunities are available for my brand? 4) How to decide which publishes & influencers to work with? 5) What are the best practices when it comes to working with publishers & influencers? 6) How do I measure the effectiveness of all this work?
  60. 60. Be clear on your brief and let your creators work their magic A clear brief Multiple creative ideas=
  61. 61. One Message for Sponsored Influencers, more for Sponsored Articles When working with sponsored influencers, we suggest limiting the number of “key messages” you to choose to communicate. If however you want to communicate more than one message then we suggest you look to work with the publishers to create branded content.
  62. 62. To increase performance by 25%+ use influencer groups
  63. 63. To increase sponsored articles performance create ‘Article Series’
  64. 64. How to link back to your brand with sponsored articles At the top directly mention the brand has sponsored the article, plus here feature a logo + link. i.e. Sponsored by Samsung In the middle of the article, subtly link to relevant and supporting articles about the brand or referencing a particular product. i.e …as previously shared when reviewing our favorite smartphones of 2017… At the bottom of the post, once again mention the brand sponsorship, and here link to your desired call to action. i.e Click here to learn about the Samsung A5
  65. 65. How to link back to your brand with influencers Tags: By tagging a brand’s social media account, an influencer could build a bridge for potential customers to discover more about a brand through their accounts. Link: Influencers often provide a space in their bio to put a link of a campaign to generate more actions. Mention: A bit similar to tagging, mentioning a brand’s account in the caption will allow people to see the brand’s presence within the sponsored post and potentially drive traffic. Campaign Hashtags: This is very useful to let people who follow the account or not to search for other similar buzzing contents, if not from the trending topic lists.
  66. 66. Content innovation does work and can see 200%+ performance
  67. 67. Make sure to place re-targeting pixels where you can With content marketing and sponsored content often giving you the opportunity to insert tracking pixels into every piece of content created. This means that clients are seeing x10 better cost effectiveness in their paid marketing initiatives, as they now only show ads to consumers who have already expressed strong interest in their category. X10 BETTER PAID MEDIA DUE TO RETARGETING
  68. 68. The questions we will answer today 1) What is native advertising? 2) What are the trends around native advertising in S.E.Asia? 3) What sponsored content opportunities are available for my brand? 4) How to decide which publishes & influencers to work with? 5) What are the best practices when it comes to working with publishers & influencers? 6) How do I measure the effectiveness of all this work?
  69. 69. The things to measure when it comes to sponsored content Reach ● To see how many people viewing your content ● Post views / video views / cost per view Engagement ● Learn the quality of the content ● Time on content ● Likes, comments, or shares Conversion ● Learn actions taken after seeing your content ● Cost per click, cost per action
  70. 70. Most channels allow you to measure reach, engagement & conversions SPONSORED CHANNELS CAN WE MEASURE VIEWS? CAN WE MEASURE UNIQUE VIEWS? WHAT WE SHOULD TRACK? TOOLS WE USE CAN WE TRACK CONVERSIONS? TOOLS WE USE               Branded Content YES NO Views Pixel Tracking Tools YES Link Tracking Tools Branded Content (using Publisher Analytics) YES YES Unique Views Publisher Analytics YES Link Tracking Tools YouTube YES YES Unique Views YouTube Analytics YES Link Tracking Tools Instagram - Photo Post (Business Account) YES YES (Called Reach) Unique Views Instagram Business Analytics YES Link Tracking Tools Instagram - Photo Post (Normal Account) NO NO "Estimated" Unique Views Instagram Followers x Current View Ratio YES Link Tracking Tools Instagram - Video Post (Normal & Business) YES (Instagram calls this Video Views) NO "Video" Views Instagram Analytics YES Link Tracking Tools Instagram - Story (Normal & Business) YES YES (Called Reach) Unique Views Instagram Analytics NO - Facebook YES YES (Called Unique Organic Reach) Unique Views Facebook Insights YES Link Tracking Tools
  71. 71. After tracking the last 450 Influencer campaigns GetCraft ran, while micro influencers (less than 100,000 followers) got a better views/follower ratio, the average views/follower ratio comes to 17.9%. Sponsored KOLs Performance - Views/No. of Followers
  72. 72. However for Sponsored Content all metrics are now guaranteed When doing sponsored content work with Publishers & Influencers as part of the deal they give you: ● Content Ideation i.e. Idea synopsis + references ● Content Production i.e. Post, Article, Video, Infographic, etc. ● Guaranteed Number of Content Views i.e. 10,000 Content Views We only payment once all these numbers are achieved. If not, we will ask them to re-post, etc.
  73. 73. The questions we will answer today 1) What is native advertising? 2) What are the trends around native advertising in S.E.Asia? 3) What sponsored content opportunities are available for my brand? 4) How to decide which publishes & influencers to work with? 5) What are the best practices when it comes to working with publishers & influencers? 6) How do I measure the effectiveness of all this work?
  74. 74. QUESTIONS?

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