David Beebe, and I am here with my car Finkle and Eric Schwaab today
We're gonna dive into this topic that everyone's really talking about which is about how social media
influencer emailed a hotel ass hotel for a stay for Valentine's Day in exchange
She would make post about them, and then create content lots of coverage and the press
Seemingly taking two sides of this and in the industry one is signing with the hotel in the end of brand
And then the other one's signing with the influencer as well
so you guys have been in the space for a long time silo does independent influencer measurement and
Certainly helps brands understand what's working? What's not so dive in
What's your perspective and take on the story in general my first reaction was and this is for both sides?
Obviously could have been handled better
You have to establish if you're the creator that you're approaching this as a business transaction and that
Way they understand where you're coming from well
I thought at that moment you then have to be prepared to offer the value
To save the hotel and at that point the hotel will hear that we'll see the data
That's being presented, and we'll make a determination whether to accept it decline or negotiate for that matter
It seems like it was just rusted that I have followers like subscribers
You know accept. This as a positive offering um
But at the same time the when the hotel here is sad
They obviously have to respond accordingly and just set the tempo, and I think it became like an attack right away
Yeah, just coming at it from you know this is business
It's a business transaction first again. I have followers and therefore you should you should jump at this opportunity?
Which is what she said in her sort of her response than the video response she posted was that she had all good intentions
She was really reaching out
To you know has a business transaction essentially how she's defending it. I think what your point is is
influencers and creators, they need to actually go beyond that and
Really, just the finest sense
the amount of followers they come out, but actually how engaged they are
And why it's right for that business to do it so the owner
The brand manager really understands the true value and ROI they're getting and in particular even instances where they've worked with like-minded brands before
Yeah, I think ultimately just because again you have audience do you have followers does not mean you have influence in this subject matter
at all right and
So as the business owner you know you're he's advertising into this audience
Again the its pulling on the creator to convey a you know that not only do they have subject matter
Expertise but that when they talk about this subject
their audience responds very favorably rightly
consistently not one time or two times all
The time that they're doing it's part of their cadence and again complain mix with breath mention
You know that falls on the creators back to the business owner as to why?
This is a good marketing opportunity a couple of years ago
Brands were just giving stuff away many malls. They saw people with numbers
They really didn't know how to measure them it it was just based on cloud
They got a bunch of likes around that in today's well CMOS are actually pulling back dollars now
Not only influence our marketing, but other ad spend to really take a deep dive into the numbers and understand well
What does that actually mean?
How do we actually measure this?
And and how do we actually prove success and is this driving sales is it changing perception of the brand is it?
Exposing the brand to a new audience, so you guys work with a lot of brands and influencers in this space
So what are you seeing happen there?
in terms of what are brands really looking for when it comes to data looking for and add and write is you nail on the
head going beyond the view likes
comments to really understanding again does this individual have
Influence again over this audience in a subject matter that I'm targeting as the market right um
Understanding you know that they're that they're going to be producing content with this individual, and they need to understand their benchmark
You know their benchmarks when they're talking about all these various different subject matters on all their various different social outlets
How our audience is responding when you talk about leases more importantly? How are they responding?
When brands are involved into that conversation?
Is it a positive collaboration are there lifts again?
Happening as a result of a brand coming into this conversation with the creator and it being again a positive outcome
From a marketing from creator and an audience, right?
Something I know we share a very big passion point around with you is stop interrupting
Right being be a part of what the fans want to be
And in this instance it felt a little more
Out of the ordinary right like do her fans. You'd really want to see her do books no room reduce
You know is that something she does that why they come there? You know to view this content so again?
I think when we're looking at data
They looking at independence too much some
Reporting too much too many influencers self reporting opportunity matching platform self reporting independent data really allows business owners
To evaluate the you know the impact because they're getting all the data
Unfilled you know unstructured or structured to them and more importantly the craters
The creators can really then validate the pictures back saying no I am a subject matter expert
Again when I do talk about this here is how my audience responds, and I have done work with brands when I do
Here's the positive
Benefits of the net collaboration just like TV has Nielsen third party in them in our measurement
That's essentially what silo is doing for influencers is to verify the data
And actually ultimately help them out
And provide with more data to say look. This is real data. It's been verified in third party
And here's how I can show you I can actually help you brand in these different areas and then the same things for the brands
Yeah, absolutely I mean again. These are the things these are the building blocks of where we're at that build long term
Businesses right at this marketplace for all parties of all specifically creators and certainly the brands
Who have already shown a big appetite to invest big dollars and?
Certainly will continue to invest I know not 1cm o it does not always pay for performance
Show them the performance show them that it's working the lifter them the confidence in the transparency and they will come back tenfold
to those individual content creators, I believe all parties in
the influencer marketing game or any in media
The buyers the media buyers agencies the see those brands directly vendors
The creators they own one optimization they want to do better
Okay, the only way you can do better is with proper clear transparent
Unbiased you know
Metrics data, and and when you understand what's working and what's not working
That's the first step list you always say, you know we always say this
That's how we have to weed out the pretenders from the players
Okay, we have to and that just it just naturally has and then one could be a creator
But not everyone could be a true influencer
You know happened today not only
on Instagram
But you've just seen that with YouTube's change their monetization
Program where you have a certain amount of hours now to actually be monetized how about we doesn't know your point technology?
Is a great tool. It's really grown marketing in a lot of other industries
however, it's also allowed everyone to be a creator and everyone and really it is a
influencer at a certain point in a way, so
You know we saw this story a couple of months ago
Where an agency actually went out and created two fake profiles and shot a bunch of photography in a matter of days
Build these fake influencer profiles of grantor paying for that and again that goes back to them the problem here is that?
People essentially in some cases. This is not saying this everyone, but those were essentially BOTS that are then self reporting back
and
They're wondering why their sales aren't going up. They're not seeing the revenue or the change in the business or whatever
It's Hort of wrap it up his the the owners response was a little harsh. Maybe a better way to handle it and
He wouldn't know you know
And look maybe even asking for that data
She would have realized or he would realize this isn't a match, but thank you for reaching out
There is absolute value in you know in influencers and creators
They are they're out there working hard, but at the same time they also need to
In a sense mature and realize that
Numbers it goes way beyond that now people go to find out about what silo is doing in the the data space there
Yeah, definitely check us out website. It is a meat silo Syl o comp you offer your time today
And what you guys?
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