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Influencer
Marketing:
Where Women
Rule
Bill Sloan, National Director of Shopper Marketing
Bart Smith, Lead Brand Partner
“
Stories told by trusted
peers, amongst like-
minded audiences,
emotionally connect and
inspire action

“
- Maria Sipka, Linqia Co-Founder
WOMEN
HAVE
ALWAYS
HAD THE
BUYING
POWER
80%OF CONSUMER PURCHASING
DECISIONS ARE DRIVEN BY WOMEN
SOURCE: TOP 10 THINGS EVERYONE SHOULD KNOW ABOUT WOMEN CONSUMERS; BLOOMBERG - 2018
Women influence purchasing decisions for
themselves and everyone in their households
50%
Women purchase more
than half of male
consumer goods
(including automobiles,
personal care, home
tools, and tech)
85%
The vast majority of
women say that if they
like a brand, they will
remain loyal to it.
Community
is within
their DNA
The Evolution of Influencer Marketing
2010
Democratized
influence gives
way; brands
partner with peers
vs. celebrities
2008
Celebrities + brands
lose credibility;
consumers seek
other references on
path to purchase
2011
Influencer
marketing proves
effective, but time
consuming to
execute
2012
Technology
catches up and
streamlines
execution
2018
New measurement
capabilities propel
the industry
2020
OF INFLUENCERS ARE
WOMEN
78%
SOURCE: HOW WOMEN ARE DOMINATING THE INFLUENCER WORLD; ADWEEK - 2019
Nano: < 5K
Micro: 5K - 100K
Macro - 100K - 900K+
Celebrity - 1MM+
Influencers Come in All Shapes and Sizes
Why is this
all
important?
Consumers are on
multiple devices,
channels, and platforms
DEVICES
Consumers are less
motivated by brand
messages
DISTRUST
State of the
Industry Today
Public outcry for
greater representation
and visibility
ACTIVISM
1.1%
ER
ER
MICRO MACRO
MICRO
(10K-100K)
MACRO
100K-500K
MEGA
500K+
MICRO-INFLUENCE
IS POWER
RESEARCH SHOWS
MICRO-INFLUENCERS
HAVE MORE IMPACT
82%
LINQIA AVG. INSTAGRAM ENGAGEMENT VS. COST OF TALENT
3%+ 2.1% 1.1%
engagement
OF CONSUMERS HAVE A HIGHER LIKELIHOOD
OF ACTING UPON RECOMMENDATIONS FROM
MICRO-INFLUENCERS (SOURCE: EXPERTVOICE)
THINK OF MICRO-INFLUENCERS AS SALES FEEDERS!
engagement engagement
MICRO OUTPERFORMS MACRO
THEY DELIVER HIGHER
ENGAGEMENT
60%
THEY’RE MORE
COST EFFECTIVE
6.7x
THEY DRIVE MORE
SOCIAL CONVERSATIONS
22x
SOURCE:MEDIUM
Blog Instagram PinterestTwitter Facebook
Where These Voices Live
YouTube
Nuance is the Key
“
One thing
that’s important
to me about
having natural
hair is having
salon quality at
home.



- Candace

“
Location : Texas
Race : Black Or African American
Gender : Female
Age : 29
Family : 1 Kids, Ages 16
“
If you care enough
about your health
to buy organic
produce & work
out, then it’s
important you also
use natural
products at home. 

- Sarah
“
Location : California
Race : White
Gender : Female
Age : 34
Family : 2 Kids, Ages 6Y To 12Y
Her Perspective Matters
Pregnancy &
Post-Partum
Health
Work-life
Balance
Breastfeeding
Beauty &
Personal Care
Mental
Health
Workplace
Dynamics
Letters to Ever
Parenting
Huntington Beach, CA
GoodTomiCha
Fashion
Greensville, SC
MaQ + Suz
Lifestyle
New York City, NY
Authentic Stories & Honest Perspectives
Creation QualificationAdification
Leverage Performance-tested Influencer Content
CASE
STUDY
185% 115% +13%
Impressions Engagement Sales Lift
Pop & Cook
Pop & Cook partnered with Linqia to leverage influencers who could drive greater
awareness for its innovative products, sold exclusively at Walmart
Delivery GoalDelivery GoalDelivery Goal
Be an Influencer in Your
Community
Vulnerability is key
Share your journey - not just the fun parts!
Engage with your own following
Join groups on Facebook
Connect on fast-paced channels like Twitter
Have more questions? Reach out to us at hello@linqia.com
Thanks for listening! Questions?
Influencer Marketing : Where Women Rule

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Influencer Marketing : Where Women Rule

  • 1. ` ` Influencer Marketing: Where Women Rule Bill Sloan, National Director of Shopper Marketing Bart Smith, Lead Brand Partner
  • 2. “ Stories told by trusted peers, amongst like- minded audiences, emotionally connect and inspire action
 “ - Maria Sipka, Linqia Co-Founder
  • 3. WOMEN HAVE ALWAYS HAD THE BUYING POWER 80%OF CONSUMER PURCHASING DECISIONS ARE DRIVEN BY WOMEN SOURCE: TOP 10 THINGS EVERYONE SHOULD KNOW ABOUT WOMEN CONSUMERS; BLOOMBERG - 2018 Women influence purchasing decisions for themselves and everyone in their households 50% Women purchase more than half of male consumer goods (including automobiles, personal care, home tools, and tech) 85% The vast majority of women say that if they like a brand, they will remain loyal to it.
  • 5. The Evolution of Influencer Marketing 2010 Democratized influence gives way; brands partner with peers vs. celebrities 2008 Celebrities + brands lose credibility; consumers seek other references on path to purchase 2011 Influencer marketing proves effective, but time consuming to execute 2012 Technology catches up and streamlines execution 2018 New measurement capabilities propel the industry 2020
  • 6. OF INFLUENCERS ARE WOMEN 78% SOURCE: HOW WOMEN ARE DOMINATING THE INFLUENCER WORLD; ADWEEK - 2019
  • 7. Nano: < 5K Micro: 5K - 100K Macro - 100K - 900K+ Celebrity - 1MM+ Influencers Come in All Shapes and Sizes
  • 9. Consumers are on multiple devices, channels, and platforms DEVICES Consumers are less motivated by brand messages DISTRUST State of the Industry Today Public outcry for greater representation and visibility ACTIVISM
  • 10. 1.1% ER ER MICRO MACRO MICRO (10K-100K) MACRO 100K-500K MEGA 500K+ MICRO-INFLUENCE IS POWER RESEARCH SHOWS MICRO-INFLUENCERS HAVE MORE IMPACT 82% LINQIA AVG. INSTAGRAM ENGAGEMENT VS. COST OF TALENT 3%+ 2.1% 1.1% engagement OF CONSUMERS HAVE A HIGHER LIKELIHOOD OF ACTING UPON RECOMMENDATIONS FROM MICRO-INFLUENCERS (SOURCE: EXPERTVOICE) THINK OF MICRO-INFLUENCERS AS SALES FEEDERS! engagement engagement MICRO OUTPERFORMS MACRO THEY DELIVER HIGHER ENGAGEMENT 60% THEY’RE MORE COST EFFECTIVE 6.7x THEY DRIVE MORE SOCIAL CONVERSATIONS 22x SOURCE:MEDIUM
  • 11. Blog Instagram PinterestTwitter Facebook Where These Voices Live YouTube
  • 12. Nuance is the Key “ One thing that’s important to me about having natural hair is having salon quality at home.
 
 - Candace
 “ Location : Texas Race : Black Or African American Gender : Female Age : 29 Family : 1 Kids, Ages 16 “ If you care enough about your health to buy organic produce & work out, then it’s important you also use natural products at home. 
 - Sarah “ Location : California Race : White Gender : Female Age : 34 Family : 2 Kids, Ages 6Y To 12Y
  • 13. Her Perspective Matters Pregnancy & Post-Partum Health Work-life Balance Breastfeeding Beauty & Personal Care Mental Health Workplace Dynamics
  • 14. Letters to Ever Parenting Huntington Beach, CA GoodTomiCha Fashion Greensville, SC MaQ + Suz Lifestyle New York City, NY Authentic Stories & Honest Perspectives
  • 16. CASE STUDY 185% 115% +13% Impressions Engagement Sales Lift Pop & Cook Pop & Cook partnered with Linqia to leverage influencers who could drive greater awareness for its innovative products, sold exclusively at Walmart Delivery GoalDelivery GoalDelivery Goal
  • 17. Be an Influencer in Your Community Vulnerability is key Share your journey - not just the fun parts! Engage with your own following Join groups on Facebook Connect on fast-paced channels like Twitter
  • 18. Have more questions? Reach out to us at hello@linqia.com Thanks for listening! Questions?