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Building Influence for a Brand - Brand Station

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A different perspective on influence and brands, focusing on the human aspects of influential relationships.

Presentation given to Danone's international marketing team by Pierre-Jean Choquelle, Head of strategy @ Brand Station

Published in: Marketing

Building Influence for a Brand - Brand Station

  1. 1. BUILDING INFLUENCE FOR A BRAND Pierre-Jean Choquelle - Head of strategy @ Brand Station (c)JeanJullien
  2. 2. HI, I’M PIERRE-JEAN HEAD OF STRATEGY @BRAND STATION
  3. 3. HERE ARE A FEW EXAMPLES OF OUR PR CAMPAIGNS LET’S LOOK AT HOW WE INFLUENCED CONVERSATIONS
  4. 4. https://vimeo.com/152999287
  5. 5. WHAT COMMON TRAITS DO YOU SEE ?
  6. 6. THE INFLUENCE CHECKLIST …A SIMPLIFIED WAY TO EVALUATE YOUR OWN PR-ABILITY
  7. 7. IT’S A PEOPLE’S BUSINESS PEOPLE NEED NEEDS AND WAYS TO FULFILL THEM
  8. 8. THERE IS NOTHING AN INFLUENCER NEEDS MORE THAN BEING COMFORTED IN HIS OPINION LEADERSHIP
  9. 9. GIVE THEM WAYS TO BECOME LEADS OF A CONVERSATIONAL MOVEMENT AROUND YOUR BRAND
  10. 10. CAUSE CRY ROLE = PERCEIVED NEED TO INFLUENCE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL THE INFLUENCER CAMPAIGN CHECKLIST IS THERE A ? IS THERE A ? IS THERE A ?
  11. 11. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ?
  12. 12. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ? They say beauty bloggers take themselves too seriously…let’s prove them wrong !
  13. 13. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ? Take the lead of your community and be the most daring team They say beauty bloggers take themselves too seriously…let’s prove them wrong !
  14. 14. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ?
  15. 15. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ? There is nothing more fun than seeing someone being scared to death
  16. 16. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ? There is nothing more fun than seeing someone being scared to death #PeurSurLeLive
  17. 17. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ? There is nothing more fun than seeing someone being scared to death #PeurSurLeLive Show your community how brave you can be on a live tour fo the scariest haunted maze in France
  18. 18. SEE HOW THE FORMULA APPLIES IN THOSE…
  19. 19. https://vimeo.com/137231454
  20. 20. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ?
  21. 21. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ? Get drawn in the new Asterix comic
  22. 22. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ? Get drawn in the new Asterix comic
  23. 23. https://vimeo.com/125715762
  24. 24. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ?
  25. 25. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ? Let’s reconnect people through games
  26. 26. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ? Let’s reconnect people through games
  27. 27. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ?
  28. 28. CAUSE CRY ROLE A POWERFUL INSIGHT TO GET BEHIND A SIMPLE IDEA TO SHARE AN OPPORTUNITY TO FILL IS THERE A ? IS THERE A ? IS THERE A ? There is nothing more painful than stepping on a LEGO brick
  29. 29. STILL, THEY WERE MASSIVE SUCCESS BECAUSE THOSE BRANDS HAVE MANAGED TO BECOME LOVE BRANDS
  30. 30. THEY’VE BUILT INFLUENCE OVER DECADES BY CREATING EXPECTATIONS
  31. 31. THE NEED FOR A « CAUSE » IS LESSENED BY PEOPLE’S WILL TO PARTICIPATE TO THE BRAND’S STORY
  32. 32. BUT HOW CAN YOU BUILD THAT KIND OF LONG-LASTING INFLUENCE ? …SPOILER : THERE IS A HUGE HUMAN FACTOR
  33. 33. 653 002 090 VIEWS source : Disney UK Youtube channel, January 2016
  34. 34. MARKETING INFLUENCE ≠ GENERATING REACH (c) The Shining
  35. 35. (c)Brazil MARKETING INFLUENCE = GENERATING TRUST
  36. 36. (c)JoãoPedroDiniz
  37. 37. INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…
  38. 38. INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY… through word of mouth
  39. 39. through word of mouth through lobbyism INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…
  40. 40. through word of mouth through lobbyism through dominant media INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…
  41. 41. through word of mouth through lobbyism through dominant media INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…
  42. 42. FOR YEARS, ADVERTISING AND INFLUENCING WERE ONE AND THE SAME (c)Imgbuddy
  43. 43. SO AS TV’S SHARE OF VOICE DROPS… source : Accenture, 2015
  44. 44. …SO DOES IT’S POWER TO GENERATE TRUST source : Gallup, 2014
  45. 45. THE MONOLITHIC MEDIA STRUCTURE CRUMBLES… (c)TheyLive
  46. 46. TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM
  47. 47. TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM
  48. 48. source : Globalwebindex, Q1-Q3 2014
  49. 49. THERE IS A NEED TO NAVIGATE THROUGH A FEAST OF CONTENT
  50. 50. TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM
  51. 51. 68% OF PEOPLE SHARE THINGS TO GIVE OTHERS A BETTER SENSE OF WHO THEY ARE SOURCE : NEW YORK TIMES
  52. 52. WHEN PEOPLE SHARE CONTENT ONLINE THEY ARE SHAPING OTHER’S IMPRESSIONS OF THEM (KNOWINGLY OR NOT)
  53. 53. source : Fortune,,January 2016
  54. 54. TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM
  55. 55. source : Globalwebindex, Q1-Q3 2014
  56. 56. SO, WHERE DOES THAT LEAVE BRANDS ?
  57. 57. YOUUUU SHALL NOT PASS !
  58. 58. BRANDS ARE OFTEN PERCEIVED AS INTRUDERS ON WHAT CONSUMERS FEEL ARE THEIR PERSONAL SPACES source : What consumers think of Brands on social media, CIM UK, 2014
  59. 59. THERE IS A RISE IN ACTIVE WILLINGNESS TO BLOCK OFF ADVERTISING FROM ONLINE EXPERIENCES
  60. 60. CONSUMERS ARE MORE AND MORE TURNING TO PEERS TO GET INFORMATION THEY CAN TRUST
  61. 61. source socialmediatoday, 2015 SO WHO SHOULD BRANDS TRY TO BE TO CONSUMERS ?
  62. 62. WHERE DOES ACTUAL INFLUENCE COME FROM ? THE « RRRR » FORMULA
  63. 63. source : Brian Solis, 2012
  64. 64. REACH X RESONANCE X RELEVANCE X RELATABILITY
  65. 65. REACH X RESONANCE X RELEVANCE X RELATABILITY NO INFLUENCE WITHOUT SOME LEVEL OF PROXIMITY
  66. 66. REACH X RESONANCE X RELEVANCE X RELATABILITY LIKING SOMEONE
  67. 67. REACH X RESONANCE X RELEVANCE X RELATABILITY LIKING SOMEONE LISTENING TO SOMEONE
  68. 68. REACH X RESONANCE X RELEVANCE X RELATABILITY CELEBRITY
  69. 69. REACH X RESONANCE X RELEVANCE X RELATABILITY CELEBRITY AVERAGE JOE WITH A SUCCESS STORY
  70. 70. Pierre-Jean Choquelle Head of planning @Brand Station
  71. 71. Pierre-Jean Choquelle Head of planning @Brand Station
  72. 72. PEOPLE LOVE INFLUENCERS BECAUSE THEY ARE HEROES OF A COMMON JOURNEY FICTIONAL OR REAL, THIS IS THE KEY OF THEIR VIEWERSHIP
  73. 73. Hannah Hart shot a video of herself in her home giving a drunken cooking lesson for fun in 2011
  74. 74. She has signed a best-selling kitchen book and is starring in a series by Legendary Television Distribution
  75. 75. James Rolfe started making bad video games reviews in 2004, slowly creating the « angry nerd » persona to amuse his viewers
  76. 76. He has since built a cult following and released his first movie, where he stars as the Nerd in an original adventure after spending 10+ years popularizing the review-as-short-film format that inspires to this day
  77. 77. THE POINT IS : THEY GROW WITH THEIR AUDIENCE MAKING IT MY STORY AS A FOLLOWER AS MUCH AS THEIRS AS INFLUENCERS
  78. 78. IN SHORT : INFLUENCE COMES FROM THE ABILITY TO MAKE PEOPLE RELATE IN THE LONG RUN BECOME YOU CONSUMER’S HERO BY CREATING COMMON STORIES ACCEPT LOSING SOME LEVEL OF CONTROL OVER YOUR BRAND ASSETS DON’T EXPECT RESULTS JUST BY SLAPPING A POPULAR FACE ON A CAMPAIGN CREATE OPPORTUNITIES FOR OTHER TO TAKE LEADERSHIP OVER YOUR BRAND
  79. 79. 653 002 090 VIEWS source : Disney UK Youtube channel, January 2016
  80. 80. IF IT COULD BOIL DONE TO ONE TAKE-AWAY : INFLUENCING IS LEVERAGING THE POWER OF OTHERS BY GIVING THEM A STORY TO PARTICIPATE IN
  81. 81. WHAT IS THE COMMON TRUTH BEHIND YOUR IDEA THAT PEOPLE WILL TALK ABOUT? HOW CAN YOU TRANSFORM IT INTO A RALLYING CRY ? HOW CAN YOU MAKE INFLUENCERS FEEL ESSENTIAL TO YOUR CAMPAIGN ? = PERCEIVED NEED TO INFLUENCE
  82. 82. 16 - 20 rue Pétrarque 75 116 Paris pierre.jean.c@brandstation.fr 00336 77 93 48 97 BRIEF US ;)

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