Influencer Marketing - Social Samosa Workshop
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A workshop for SME and startups to know more about influencer marketing the new buzzword in town.
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Influencer Marketing - Social Samosa Workshop
- 2. @anagghwww.anaggh.com Terms and Conditions • UnOriginal • All Trademarks, patents, photos, words belong to respective owner • Any resemblance to whomsoever or whatsover is coincidental. • Apologies on my behalf.
- 3. @anagghwww.anaggh.com Topics • Influencer Marketing • Introduction • Why,Where,When, How Influencer Marketing • Influencer Marketing Roadmap for your Brand • The Right Influencers • Influencers in the Marketing Mix? • ROI Seriously?? • Brand - Agency - Influencer Relations & Expectations
- 4. @anagghwww.anaggh.com Influencer - some definitions Someone who tweets their mind, adding value to conversations when they can, no matter how inane they might be. Most important factors are reach and relevancy. Followers don’t count, celeb status doesn’t matter. Content is king. Someone who has over a few 000s followers, tweets specific topics and is approachable. Decent follower count who likes to converse, who can influence knowledgeably, serious opinion leader. Does not promote commercially. A node, an opinion leader, who is anointed as one by RTs, Fav, Replies within their communities of influence.
- 5. @anagghwww.anaggh.com Influencer Marketing Influencer marketing is still in a very nascent stage in India. Influencers can be broadly divided into four categories: 1.Actual celebrities who have a fair following. 2.Celebrities or deemed influencers who have following, but the authenticity of their follower count is questionable. 3.Influencers, as christened by brands and agencies.They may not be an ideal fit, but, match the budget and noise ratio. 4.Influencers respected by others, but with low to medium following and hence not wanted by brands or agencies.
- 6. @anagghwww.anaggh.com Some more Influencer reading :) • What are these A listers? https://www.socialsamosa.com/2013/10/what-are-these-so- called-a-listers-on-twitter/ • Twitter A listers and Influencer campaign https://www.socialsamosa.com/2013/10/ twitter-a-listers-and-influencer-campaigns/ • Influencer, Influencer http://www.anaggh.com/2016/04/14/influencer-influencer/
- 7. @anagghwww.anaggh.com Why? When? Where? How? • As a brand owner, do you ever wonder, Influencers? But Why? • If the answer isYES, then When,Where and How. • Most Brands today get on to the influencer band wagon: • Because everyone is there • KPI, KRA driven • Presumed allocation of budget • Presumed ROI of budget • All this colors the When,Where and How
- 8. @anagghwww.anaggh.com Why, When, Where, How? • Evaluation of the brand, product and platform • As stand alone, part of the over all mix, Support system? • Only Online? Or Story and Mood board that converts to Online • Amplification, Reach, Engagement, Measurement, • Who actually decides the right influencer/s? The Brand who does not understand or the Agency who gets % irrespective of influencer.
- 9. @anagghwww.anaggh.com General Things to remember • Brand Behavior and communication • Experience can be a great differentiator. In fact, great experiences lead to delighted customers, which leads to positive conversations (WOM).And this is better than any marketing or advertising. • Tick all the right boxes, however unless you align your behaviour with your brand values, that are unchanging, customers will walk. • This behaviour has a strong impact on India today and it is just getting stronger as time goes by. • India is the 2nd biggest smartphone market in the world
- 10. @anagghwww.anaggh.com General Things to remember • Tick all the right boxes, however unless you align your brand behaviour with your brand values, and communication that are unchanging, prospects and even customers will walk. • This transperent behaviour has a strong impact on India today and it is just getting stronger as time goes by. • India is the 2nd biggest smartphone market in the world • Millennials, Centennials are the future and networked as they are, making micro second decisions. • Authenticity & experience is the future. Multiple autors quote ‘Demographics is destiny’ A bitter truth for India where 50% of population is below 25.
- 11. @anagghwww.anaggh.com Influencer Marketing - Part of Marketing Mix? • Does you product warrant it? • Do you really wish to spend money on it? • What % of your budget is Digital? And How do you plan to use it. • These and many more questions
- 12. @anagghwww.anaggh.com Return over Investment - ROI? • Seriously? • Spend vs Investment
- 13. @anagghwww.anaggh.com Influencer Marketing Influencer Marketing is like Teenage Sex:* Everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone wants to try it or at least claim they’re doing it. *paraphrased
- 14. @anagghwww.anaggh.com Brand - Agency - Influencer Relationships • Clear expectations • Biggest issue - Payment, mismatch of delivery • Mis match of influencer because Agency is mostly ‘Placement’ and not ‘Search’ • Agency in its bid to retain brand, does not act as a true middle man • Relationships • Mostly transactional on all three sides. • Trading off for small amounts and approach directly