SOURCE: Augure US Inc.

June 18, 2015 10:51 ET

84% of Communications and Marketing Professionals Use Influencer Engagement Strategies

Augure Publishes Its Second Survey on the State of Influencer Engagement, With the Participation of Over 600 Communications and Marketing Professionals From US and Europe

NEW YORK, NY--(Marketwired - June 18, 2015) -

  • 81% of those surveyed considered influencer engagement to be effective or very effective for meeting their objectives.
  • Twitter is, overall, the social network most used for launching campaigns with influencers (68% of those surveyed use it), but Facebook takes first place in the US.
  • Events (70%) and guest blog posts (69%) are the most popular sources of content in terms of influencer engagement, while press releases are ranked in last place.
  • 54% of those surveyed from America say they always or frequently pay their influencers.
  • Heads of PR are in charge of leading influencer engagement at 28% of the companies in the survey, followed by community managers (17%) and CEOs (17%).

Augure, the influencer engagement software provider, publishes its second report on the State of Influencer Engagement with the participation of over 600 communications and marketing professionals from US and Europe.

The growing influencer engagement trend is reaffirmed for 2015 with 84% of marketing and communications professionals stating they use influencer engagement in their campaigns (an increase of 24% compared to 2014). Furthermore, 81% of those surveyed considered influencer engagement to be effective of very effective for meeting their objectives. 74% of those surveyed want to increase (33%) or maintain (41%) the budget allocated to influencer engagement activities.

The evolution of company PR activities towards new online influencers such as bloggers, social media users, online journalists and other experts is showing many signs of maturity as can be seen in the second Augure report on the subject, downloadable from the following link: http://bit.ly/state-influencer-engagement

INFLUENCER ENGAGEMENT: THE MOST EFFECTIVE BRAND BUILDING STRATEGY

Influencer engagement is particularly effective for increasing brand visibility and equity. 93% of marketing and communications professionals consider it effective or very effective for meeting this objective. The second edition of this report includes surprising new objectives that are more centred on generating business such as lead generation, 75% of those surveyed claim to have attained results through their influencer engagement strategy, and building customer loyalty, effective or very effective for 76% of those surveyed.

Other results related to the effectiveness of influencer engagement online:

  • Industries where influencer engagement is most effective are healthcare, fashion, cosmetics, energy, tourism, education and in non-profit associations.
  • Influencer engagement is plays a prominent role in SMEs, or small businesses with less than 50 employees, where 85% of those surveyed consider it to be effective or very effective.
  • Identifying the most relevant influencers for the brand strategy in question is considered the main challenge for 75% of those surveyed; getting influencers' attention is a challenge for 69%; and having the right performance indicators to measure the effectiveness of campaigns is a challenge for 53% of the professionals surveyed.

CONTENT IS 'KING' IN INFLUENCER ENGAGEMENT STRATEGIES AND TWITTER IS THE 'QUEEN BEE' PLATFORM FOR LAUNCHING THEM

Content is once again considered the star when working with online opinion leaders. When asked which they considered the best scenario for working with influencers 67% of marketing and communications professionals mentioned content promotion. Content creation (co-writing blog posts, webinars, whitepapers etc.) came in joint second place along with product launches for 59% of those surveyed.

Worth noting in this second annual report is the appearance of SEO, or search engine positioning, as one of the most advantageous scenarios for working with influencers (for 23% of those surveyed).

In terms of platforms, Twitter (68%) is confirmed as the best channel for influencer engagement campaigns. Blogs take second place (54%) followed by Facebook (51%), although the latter takes first place in the US. Surprisingly, LinkedIn is down in sixth place, with 20% of professionals using it in their influencer engagement strategies.

TO PAY OR NOT TO PAY INFLUENCERS

Marketing and communications professionals who have carried out campaigns with online influencers defend once again this year (they did so in last year's report) that monetary payment was not among the main motivations for influencers. 55% of those surveyed consider that gaining visibility and reaching new audiences are what influencers seek; 45% believe influencers' key motivation is to create quality content for their audience; monetary payment, meanwhile, takes fifth place (24%).

However, 31% of those surveyed say they always or frequently pay influencers they work with, this figure increases to 54% for Americans.

In terms of content, events are considered to be the best format for working with influencers for 70% of professionals; followed by guest blog posts (69%) and video content (44%). Press releases are relegated to last place with only 26% claiming to use them for influencer engagement.

HEADS OF PR LEAD INFLUENCER ENGAGEMENT STRATEGIES

While the current trend is for press relations and communications departments to fuse with digital and online marketing, according to 28% of those surveyed the heads of PR should be in charge of influencer engagement at companies. Joint second place is taken by community managers and CEOs (according to 17% of those surveyed). The latter takes on this role particularly in small and medium-sized businesses.

ABOUT AUGURE

Augure Influencer Engagement software helps brands to create winning word-of-mouth strategies by building successful relationships with their key influencers. Modern PR and marketing professionals use Augure to easily identify the influencers that really matter for their target audience, manage meaningful interactions and measure the resonance of their campaigns. Augure is operating in Europe, with headquarters in Paris. More than 1.500 companies and agencies of all size are using Augure's software every day, including Renault-Nissan, L'Oréal, Nestlé or Publicis.

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