Delivered at Casual Connect Eastern Europe 2018. Today, influencer marketing automation is an obvious trend. But is it as convenient for brands and influencers as it seems? We'll try to unravel this statement in an interactive way.

2. — About us
→ We ran our first influencer
marketing campaign
managers
in the team
clients including
Plaruim, Pixonic,
Game Insight,
NetEase
influencers
in our database
countries — Tier 1,
Europe, Latin America,
Russia & CIS, Japan,
Turkey, Vietnam
Today — a full-cycle influencer
marketing management
department with thousands
of successful campaigns &
in-house project management
platform.

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4. Users are fed up
with standard
approaches for
'engaging' them with
anything: from a can
of Coke to a mobile
game.
— Introduction

5. of marketers plan
to increase
spending within
12 months
Opentabs Adweek
— Market overview
of marketers are
working with
influencers
Adweek

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7. — Agencies
Strategic request may cover
even a year. Creative, media
buying & digital are strongly
connected through strategic
vision.
Accounting is one of the
strongest parts of agencies.
Prompt management and clear
understanding of client’s
requests guarantee the precise
results.
There is no need for a client to
stand behind the back. Agency
controls all the key steps and
indication through all the
campaign.

8. Obviously, platforms are
way more automated than
agencies. Client only
communicates through the
interface and controls all the
key points.
Aggregates the major part of
middle/small influencers
which offers a wide range of
choice. You’ll hardly find or
hire celebrity influencers with
large audiences.
— Platforms
Normally, all platforms have
very user-friendly interface
tailored for business needs.
Additionally, clients get their
own experience, which helps
to determine the right KPIs.

9. — Takeaways
— Automated processes
— Self-expertise
— Self-creativity
Platform
— Honed processes
— Professional expertise
— Creative outsource
Agency

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11. — Self-service
Clients can impact the
production process with a
brief: mention every detail
that you want to see in the
content.
You can check the ads
before they are on air. It's
more important to the brands
that are bounded by legal
restrictions.
Manage communication with
influencers and build the
brand image with your own
hands. It costs a lot of time,
but you’ll be sure in a proper
ad integration.

12. — Full service
A dedicated team of client
success managers with
proven experience who
control every step of the
campaign.
If you are going to run a large
campaign or split it for the
period of 3 to 6 months you
need to spend huge time
on communication with
influencers. But...
Commonly, full-service
concept implies resources
for content production and
creative-oriented
specialists.

13. — Takeaways
— Campaign dashboard
— Customized reports
— Direct payments
— Supervised communication
— Detailed brief management
— STOP button
This concept will
unite automated
data interpretation
and experienced
team
working with it.

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15. INFLUENCER
VALUE PILLAR
<TRUE>
— Influencer
Content
quality
Stable views
index
Corresponding
topic
Number of
subscribers

16. — Forecast
Platforms -
brands relations
→ Transform into stand-alone
data-management technology
stacks driven by manager’s
expertise.
→ Promotion through
influencers will require high
level of in-house creative
skills as a must-have.
→ Industry must care of
talented creators by merging
all service & data
technologies into ‘influencer
advocacy’ units.
High-
competitive
creativity
Distributing
content —
a piece of cake

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18. LinkedIn — Dmitry Liapin
Skype — zorka.sales
dl@zorka.mobi