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Insight we trust - influencers edition 2018

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Parce que 92% des consommateurs font davantage confiance aux influenceurs qu’à la publicité, la tentation est grande de les utiliser comme n’importe quel media.

Mais la confiance n’est pas une monnaie d’échange. Elle se construit sur une relation personnalisée et authentique entre la marque, l’influenceur et son public.

Published in: Data & Analytics

Insight we trust - influencers edition 2018

  1. 1. A WIDESPREAD TRUST CRISIS… ONLY 30%OF FRENCH RESPONDENTS TRUST THE MEDIA EDELMAN TRUST BAROMETER 2017 ONLY 25%OF FRENCH RESPONDENTS TRUST THE GOVERNMENT EDELMAN TRUST BAROMETER 2017
  2. 2. …THAT EXTENDS TO COMPANIES 50%OF FRENCH RESPONDENTS TRUST COMPANIES EDELMAN TRUST BAROMETER 2017 55%(UP 18% SINCE 2015) OF CEOS BELIEVE LACK OF TRUST FROM STAKEHOLDERS IS A THREAT TO THEIR BUSINESS PWC GLOBAL CEO SURVEY 2016
  3. 3. A LACK OF TRUST CAN BECOME AN OPPORTUNITY 9/10 CONSUMERS ARE WILLING TO REWARD A BRAND, IN ONE WAY OR ANOTHER, FOR ITS AUTHENTICITY COHN & WOLF AUTHENTIC BRANDS 2016
  4. 4. SO, WHAT ARE THE NEXT SOURCES OF TRUST?
  5. 5. TRUST STEMS FROM PROXIMITY 83%OF FRENCH PEOPLE TRUST THEIR PEERS MORE THAN ADVERTISING NIELSEN 2015
  6. 6. A PROXIMITY THAT CONSUMERS FEEL WITH INFLUENCERS 92%OF CONSUMERS TRUST INFLUENCERS MORE THAN ADVERTISING OR CELEBRITIES MUSEFIND 2016 WHAT’S AN INFLUENCER? Influencers are individuals who; by their status, position, expertise or proximity to their audience; can influence behavior. They are not spokesmen and therefore must remain independent when sharing with their community.
  7. 7. ? BUT IS THAT A GOOD REASON TO GIVE CONTROL OF YOUR COMMUNICATIONS TO A COMPLETE STRANGER?
  8. 8. NOBUT THEY’LL NEED YOUR TRUST
  9. 9. TRUST IS A TWO-WAY STREET
  10. 10. ONTENT TRUST STARTS WITH YOUR INFLUENCER PICK A SIDEKICK GROW THE RELATIONSHIP TOGETHER WHAT CONTENT WILL INSPIRE TRUST? DON’T DICTATE WHAT THEY DO LET IT GO, LET IT GOOOOO! CREATE INFLUENCERS 1 A B 2 A B C
  11. 11. HOW? PICK A SIDEKICK GROW THE RELATIONSHIP TOGETHER 1 A B 1 TRUST STARTS WITH YOUR INFLUENCER
  12. 12. A PICK A SIDEKICK A
  13. 13. OF MARKETING DIRECTORS CONSIDER THE SELECTION OF THE RIGHT INFLUENCER A PRIORITY LES ÉCHOS 2017 A
  14. 14. When it comes to trust, quality trumps quantity… Discover the three “champion” influencers: • THE MICRO-INFLUENCEUR (AUTHENTICITY CHAMPION) • THE EXPERT (EXPERTISE CHAMPION) • THE ACTIVIST (GOODWILL CHAMPION) A1 A1 SIZE DOESN’T MATTER
  15. 15. THE 3 PILLARS OF TRUST AUTHENTICITY GOODWILLEXPERTISE A1
  16. 16. THE MICRO-INFLUENCER Micro-influencers have a limited but engaged audience (<100K). They are prime examples of authentic influencers. AUTHENTICITY GOODWILLEXPERTISE A1
  17. 17. 60%MICRO-INFLUENCERS’ ENGAGEMENT RATE IS 60% HIGHER THAN THE AVERAGE INFLUENCER HELLO SOCIETY 2017 X22MICRO-INFLUENCERS HAVE 22 TIMES MORE INTERACTIONS PER WEEK THAN THE AVERAGE CONSUMER HELLO SOCIETY 2017 A1
  18. 18. #ParallèlesParisMusées for Paris Musées - 2016 For the launch of the parismuseescollection.paris.fr platform, The Musées de la Ville de Paris invited 10 Instagram Micro-influencers to help create a social media campaign. Each influencer was asked to re-interpret a work of art from the museum and share it with the hashtag #ParallèlesParisMusées. Capitalize on the proximity micro- influencers have with their audiences to popularize art and spark the interest of the general public. THE MICRO-INFLUENCER A1
  19. 19. Elite Ambassador for Lululemon - Since 2010 Canadian sports equipment manufacturer Lululemon has launched an ambassador program in which non- mediatized athletes become the brand's icons. These ambassadors are chosen primarily because they reflect the brand's culture and share its values. Proximity across the board: between the brand and the micro-influencers, and between the micro-influencers and their audience, resulting in a more authentic image. THE MICRO-INFLUENCER A1
  20. 20. Monsieur Madame for Société Générale - 2017 Société Générale launched an activation campaign for the release of their new "Monsieur Madame" credit cards using a national plan involving 14 local influencers. A community of micro-influencers for a national outreach campaign. THE MICRO-INFLUENCER A1
  21. 21. THE EXPERT Experts are specialists in their field. They have a strong following and are recognized for their insight on a specific subject. They are the go-to influencers to engage communities that are otherwise hard to reach. A1 AUTHENTICITY GOODWILLEXPERTISE
  22. 22. 60% OF PEOPLE TRUST EXPERTS (TECHNICAL AND ACADEMIC) EDELMAN TRUST BAROMETER 2017 A1
  23. 23. Microsoft Most Valuable Professional (MVP) for Microsoft - Since 1993 The MVP program is an annual award that recognizes influential leaders in the "technical communities" related directly or indirectly to Microsoft. Host a community of product experts to enhance proximity and credibility with your audiences. THE EXPERT A1
  24. 24. The First Influencer in Space for LinkedIn - 2017 Professional social network LinkedIn partnered with astronaut Thomas Pesquet, who joined 500 other influencers around the world to write and cover the latest news on LinkedIn. What better way to transform a professional network into a professional SOCIAL network? THE EXPERT A1
  25. 25. Nikon Ambassador for Nikon - 2017 Nikon built a team of 32 professional photographers who became global ambassadors for its new camera. But the selected team did not include a single woman, triggering a global outcry. A (good) reminder that expertise cannot be the only selection criterion for influencers. THE EXPERT A1 FAIL
  26. 26. THE ACTIVIST A new generation of politically engaged influencers. Driven by principles that put humanity at the core of their battles, they are committed. They challenge and fight for their convictions. A1 AUTHENTICITY GOODWILLEXPERTISE
  27. 27. 83% OF YOUNG PEOPLE STATED THEY VALUE BRANDS THAT PUBLICLY STAND FOR A CAUSE BUZZMARKETING GROUP A1
  28. 28. Live For Now Moments Anthem for Pepsi - 2017 In a very tense context in the United States, Pepsi released a campaign starring Kendall Jenner that referred to the Black Lives Matter movement. This is a powerful example of a half-baked campaign carried out by the wrong influencer. A politically charged statement must be legitimate. In this case, neither the influencer nor the brand were qualified to convey this message. THE ACTIVIST A1 FAIL
  29. 29. Love Army x Turkish Airlines - 2017 After raising 2 million dollars to help tackle famine in Somalia (Turkish Airlines provided planes to transport food), Jérôme Jarre mobilized his Love Army (with Omar Sy and DJ Snake) to help the Rohingya through a 48-hour livestream, videos on social networks, and the support of the Turkish President and Turkish Airlines. Seizing the opportunity to get involved at the right time and with the right people. THE ACTIVIST A1
  30. 30. #NowWeAct by La Fondation des Femmes 2018 #NowWeAct is a fundraising campaign to support those who strive to ensure that no woman will be the victim of violence again. In a tribune published in Libération, in collaboration with France Inter, 130 personalities take a stance and invite society as a whole to take concrete action to combat violence against women. These ambassadors share the dedicated hashtag on their networks. In a nod to the project, attendees of The Césars’ ceremony were invited to wear a white ribbon. From the choice of ambassadors to the timing, not forgetting the media and communication partnerships, everything fits together perfectly to legitimately and effectively carry the message, #NowWeAct. THE ACTIVIST A1
  31. 31. The main sources of trust are right under your nose: your employees and your clients could be your best influencers! • EMPLOYEE AMBASSADORS • CUSTOMER AMBASSADORS A2 LOOK IN YOUR OWN BACKYARDA2
  32. 32. EMPLOYEE AMBASSADORS As well as having detailed knowledge of your company, your employees have the trust of your stakeholders. A2 TRUST KNOWLEDGE OF THE COMPANY EXPERIENCE WITH THE PRODUCT/SERVICE
  33. 33. X24 BRAND MESSAGES ARE SHARED 24 TIMES MORE OFTEN WHEN RELAYED BY EMPLOYEES MSLGROUP – SOCIAL EMPLOYEE ADVOCACY 2014 A2
  34. 34. “Come on Howard, a coffee” for Michel et Augustin - 2015 Michel et Augustin, the quirky co- founder duo behind the eponymous brand, sent two employees to meet Starbucks’ CEO, who had asked to taste their products and dreamed up an online series to follow their adventures in the USA. Let employees tell the story of key events for their company. EMPLOYEE AMBASSADORS A2
  35. 35. Golden Moustache at the SNCF Training Center for SNCF - 2016 SNCF put its employees on stage with the cast of Golden Moustache to promote its Training Center. The influencers’ role in the comedic film was simply to illustrate and amplify the discourse of SNCF employees. Using influencers to amplify the trainees’ voices. EMPLOYEE AMBASSADORS A2
  36. 36. “A week in a life of…” pour Faurecia - 2017 In September 2017, automotive equipment manufacturer Faurecia Group launched an ambassador program that hands control of the group’s Instagram account over to a different company employee each week. Giving employees the resources to communicate without a filter creates a more authentic message. EMPLOYEE AMBASSADORS A2
  37. 37. CUSTOMER AMBASSADORS Whether one calls them consumers or prosumers, nowadays, every client is a powerful ambassador. A2 TRUST KNOWLEDGE OF THE COMPANY EXPERIENCE WITH THE PRODUCT/SERVICE
  38. 38. 70% OF MILLENNIALS PREFER NON-CELEBRITY INFLUENCER PRODUCT ENDORSEMENTS OVER TRADITIONAL CELEBRITIES COLLECTIVE BIAS 2016 A2
  39. 39. Shot on iPhone for Apple - Since 2015 Apple used internet users’ photos to showcase the quality of the iPhone 6 camera, selecting 162 photos from sharing platforms and social networks. The campaign lives on with, for example, a movie by Michel Gondry, entirely shot on an iPhone. Showcasing quality user-generated content to promote product quality. CUSTOMER AMBASSADORS A2
  40. 40. House of Fans for Microsoft - Since 2017 Microsoft created a private club, the "House of Fans". This on- and off-line platform allows Microsoft to interact with thousands of fans via exclusive content. Fostering interactions between the brand and its fans, House of Fans is a mine of content that lives on social networks and on Microsoft's own channels. Valorize the fans of the brand by creating a private club, a hub for customer ambassadors. CUSTOMER AMBASSADORS A2
  41. 41. Honda Next Door for Honda - 2017 Honda installed pop-up car dealerships in the garages of eight brand fans for a special activation, covered on TV, social media, and in the press. Your brand fans are your best ambassadors. CUSTOMER AMBASSADORS A2
  42. 42. B GROW THE RELATIONSHIP TOGETHER B
  43. 43. 75% OF INFLUENCERS WANT BRANDS TO TAKE THEIR INTERESTS AND EDITORIAL POLICIES INTO GREATER ACCOUNT INFLUENCE FORWARD HEAVEN – 2017 B
  44. 44. B1 GIVE THEM AN EXPERIENCE B1
  45. 45. OF INFLUENCERS WANT BRANDS TO OFFER THEM MORE ORIGINAL CAMPAIGNS INFLUENCE FORWARD HEAVEN – 2017 B1 62%
  46. 46. CARTEL/COM for Ubisoft - 2017 As a teaser for the launch of the Ghost Recon video game, Ubisoft gave bloggers, influencers, and journalists a chance to dive into a live interactive experience: a thrilling investigation. An exclusive, immersive experience to get influencers on board. GIVE THEM AN EXPERIENCE B1
  47. 47. RunDisney for Disneyland Paris - 2017 Disneyland Paris invited European Instagrammers to participate in RunDisney four months in advance of the actual event, ensuring they had ample time to share the experience with their communities and fans. Tease an event by giving influencers an advanced preview of the experience. GIVE THEM AN EXPERIENCE B1
  48. 48. The $21,000 First Class Airplane Seat for Fly Emirates - 2016 Without explanation, Fly Emirates upgraded YouTuber Casey Neistat to a seat that would have cost $21,000. Stunned by the service, the YouTuber made a video of his experience and it received over 50 million views since. Give yourself the resources to seize opportunities that arise. GIVE THEM AN EXPERIENCE B1
  49. 49. B2 A LONG AND INTIMATE RELATIONSHIP B2
  50. 50. 48% 49% OF INFLUENCERS WANT BRANDS TO SHARE EXCLUSIVE CONTENT WITH THEM INFLUENCE FORWARD HEAVEN – 2017 OF INFLUENCERS WANT A MORE ACTIVE RELATIONSHIP WITH THE BRAND INFLUENCE FORWARD HEAVEN – 2017 B2
  51. 51. ASOS Insiders for ASOS - Since 2014 The Insiders are a group of approximately twenty influencers selected by ASOS. Their role: to provide tips and look inspiration featuring ASOS products via their social networks. Through the ASOS Insiders program, ASOS invites its influencers to events, sends them gifts, and remains in regular contact with them to establish a long-term relationship. Create strong ties with influencers to create a relationship that builds value for the brand, influencers, and stakeholders. A LONG AND INTIMATE RELATIONSHIP B2
  52. 52. Adidas Runner League for Adidas - Since 2015 (4 seasons) To stand out in the running market, Adidas launched a competition between local teams. By giving them emblems, Facebook pages and leaders/influencers, the brand has enabled its audience to take ownership of the event and make their own improvements to it. Adidas has now even created an athletics club, with the goal of sending athletes to the Olympic Games. Enabling the community to take ownership of an event to strengthen brand loyalty. A LONG AND INTIMATE RELATIONSHIP B2
  53. 53. B3 INCLUDE THEM IN IN THE CREATIVE PROCESS B3
  54. 54. GoPro Awards for GoPro - Since 2015 GoPro promotes an annual competition, giving prizes to the best films and photos from its community. Put user content at the heart of your communications strategy. INCLUDE THEM IN THE CREATIVE PROCESS B3
  55. 55. A Trucker’s Haute Couture for Scania - 2017 Scania’s clothing and accessories are seen as fashion items by fans of the brand. In tribute to these fans, Scania asked an influencer from its sector and a fashion influencer to work together to create a unique jacket. This three-way co-creation (brand + two influencers) represents an unusual and relevant way of paying tribute to fans of the brand. INCLUDE THEM IN THE CREATIVE PROCESS B3
  56. 56. Lego Ideas for Lego - Since 2008 Lego acquired an independent program in 2013 to launch Lego Ideas, a platform allowing fans to submit their creations to the community for a vote, in the hope of seeing them commercialized. Turn your most engaged customers into powerful creators. INCLUDE THEM IN THE CREATIVE PROCESS B3
  57. 57. THE THORNY QUESTION OF CONTENT. CONTENT THAT WILL SERVE THE INTERESTS OF THE BRAND WITHOUT DEGRADING THE RELATIONSHIP BETWEEN THE INFLUENCER AND THEIR AUDIENCE. FINDING THE RIGHT BALANCE BETWEEN CONTROL AND FREEDOM. HOW? DON’T DICTATE WHAT THEY DO LET IT GO, LET IT GOOOOO! CREATE INFLUENCERS A B 2 WHAT CONTENT WILL INSPIRE TRUST? 2 C
  58. 58. A DON’T DICTATE WHAT THEY DO A
  59. 59. 39.4%OF INFLUENCERS FIND THAT BRANDS GIVE OVERLY RESTRICTIVE INSTRUCTIONS 2016 – ALTIMETER A
  60. 60. I’m Sorry I Lied to You by Enjoyphoenix - 2016 YouTuber Enjoyphoenix put out a video apologizing for copying YouTube trends (crash tests, tutorials…) and losing touch with her audience, in response to disappointed fans unfollowing her and posting their reasons for doing so. Fans are more than capable of identifying overly commercial content and will not hesitate to make their views known. DON’T DICTATE WHAT THEY DO A FAIL
  61. 61. My First Million Dollars by Jérôme Jarre - 2014 Jérome Jarre turned down a million- dollar offer from an advertising agency in order to retain his independence. Not everything can be bought; influencers hold their freedom of expression dear. DON’T DICTATE WHAT THEY DO A FAIL
  62. 62. #LaVieEnLU & Camille Lacourt for LU - 2018 The picture seems ordinary and authentic: Camille Lacourt shares a moment with his daughter. The problem is that the influencer sends a commercial message without specifying that the post is sponsored. His followers were not pleased and didn't hesitate to point it out. Just because an influencer agrees to do something, that doesn’t mean their community will follow blindly. DON’T DICTATE WHAT THEY DO A FAIL
  63. 63. B B LET IT GO, LET IT GOOOOO!
  64. 64. 41.2%OF MARKETERS BELIEVE THAT A LACK OF CONTROL OVER THE MESSAGE IS A CHALLENGE 2016 – ALTIMETER B
  65. 65. Libé des réfugiés (The Refugee Edition) for Libération - 2017 In the middle of a the French presidential election, Libération handed over the keys to the March 7, 2017 edition of the paper over to 21 refugees of 10 different nationalities. A socially engaged, interactive campaign that gave influence to those who had none. LET IT GO, LET IT GOOOOO! B
  66. 66. #MBPhotoPass for Mercedes Benz - 2016 Mercedes Benz gave influencers access to the brand’s Instagram account, and the keys to a Mercedes to test drive and post their experiences on the company Instagram account. Give them the freedom to test your offer and the resources to share the experience. LET IT GO, LET IT GOOOOO! B
  67. 67. Crash the Super Bowl Contest for Doritos - 2006-2016 Snack brand Doritos gave its community the chance to produce its Super Bowl ad. Once the competition finished, Doritos continued to engage its community to create content throughout the year, via its Legion of the Bold platform (since 2014). Handing the management of the world’s most expensive advertising spot over to your fans can prove a success. LET IT GO, LET IT GOOOOO! B
  68. 68. C CREATE INFLUENCERS C
  69. 69. The Swedish Number for The Swedish Tourist Association - 2016 The Swedish Tourist Association made Sweden the first country with its own telephone number. Anyone calling the number would be connected to a random Swede, making everyone in the country a potential influencer for Sweden. Making every citizen an influencer for their country. CREATE INFLUENCERS C
  70. 70. Like my addiction for Addict’aide - 2016 Addict’aide, a virtual village working in addiction prevention, created a campaign in which posts from “Louise Delage” – an Instagram account created especially for this project – all including, more or less obviously, alcohol. The campaign was a clear demonstration of how easy it is to miss the signs of addiction in a friend or loved one. Here, the message is king; all of the influencers’ posts were carefully designed to serve the message. CREATE INFLUENCERS C
  71. 71. “Yes good” for Emerald Nuts - 2017 Peanut brand Emerald Nuts turned a customer comment into its tagline: “YES GOOD” No one knows who said it, but it could have been anyone. CREATE INFLUENCERS C
  72. 72. AND IN THE FUTURE?
  73. 73. WHAT IF INFLUENCERS ARE NO LONGER HUMAN? Google Home, the new influencer for Burger King.
  74. 74. WHAT IF INFLUENCERS ARE NO LONGER HUMAN? An AI has its own YouTube channel.
  75. 75. WHAT IF INFLUENCERS ARE NO LONGER HUMAN? Sofia, the robot Saudi citizen, is a new tech influencer.
  76. 76. WHAT IF INFLUENCERS ARE NO LONGER HUMAN? Lil Miquela, the 984k follower digital avatar. Fashion influencer, she is also an advocate for the "Black lives matter" movement.
  77. 77. Contact: Emmanuel Anjembe Head of New Business emmanuel.anjembe@tbwa-corporate.com +33 (0)1 49 09 26 48 ERCI

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