A few random thoughts about influencers and brand advocates. My presentation at the Brand Advocacy conference of Marketing week in Greece. A big thanks to www.theshelf.com/ https://blog.pagefair.com ,http://www.tapinfluence.com/ for their amazing info. Go check them out. Images are from all over the internet if one is yours and you want me to take it down just let me know :-) Stay Curious . If you want a copy sent an email at thecuriousbrain ( at) gmail.com
Nobody knows :-P
Michael Paredrakos @mpared
Who am I?
and I’ m here to talk to you from an inﬂuencers point of view!
If you are an inﬂuencer …
we still don’t know you??
Well, you might know my “little blog”!
It is called ….
and for some strange reason ,that still eludes me, it became huge!
It has been online since 2009
It has made it on the list of :
Blogrank :Top 25 in the world for Trends, Advertising, Music, Animation
Brand Republic’sThe BR 200 : The web’s most inﬂuential bloggers
Used to be an Adage Power blog 150 ( top 50)
Plannersphere: Best Strategy blog in the world
It is featured in Alltop
The Curious Brain
in even more
Mega artists like Róisín Murphy,
Ellie Goulding, j.viewz,
etc have also shared its content online
Nowadays you can
even see me
sharing my content
live on tv at “L’Oeil
de Links” of canal+
So a few brands/music labels/ agencies and artists out there
believe that my little blog has a major inﬂuence online that can help them
spread their message/ art/ music to a wider audience..
But why brands want to use inﬂuencers like me ?
Inﬂuencers (not that I’m biased) are how in the the future most brands will spread their messages.
No one looks at banner ads anymore.
And more importantly...200 MMMMillion people are using ad blockers
and this is expected to increase in the future
In Greece adblock penetration now is almost 40%
Source : https://blog.pagefair.com/2015/ad-blocking-report/
$10.48 /$1 Travel
With certain categories performing even better!
Spend on Inﬂuencers $6,85
More over according to recent studies
inﬂuencers yields killer returns for your brand!
Bloggers like me inﬂuence purchases.
Blogs outrank social networks for consumer inﬂuence
According to data from a research study conducted
by Research Now:
Nearly nine in 10 consumers (84%) make purchases
after reading about a product or service on a blog.
Among consumers between the ages of 18-34,
blogs ranked as the most important source of information
to make buying decisions.
Among consumers between the ages of 35-54,
blogs ranked as the second most important source
behind friends, family, and colleagues
But let’s see how I decide whether I will share something positive
about your brand in my blog and across my social media online.
3 Tell you pr team/ agency not to send them an email with subject
“ For Immediate Release” they usually go straight in my spam folder
1. Make sure that you initially contact an inﬂuencer in a language that he or she
2. Don’t send them a generic email directed to all the bloggers out there.
Make your email personal and make sure that you know his name and what his/
her blog is about
4. If you are a brand or an agency don’t expect that an inﬂuencer will share your content for free
just because it is very “creative”
Are they any
for an inﬂuencer to
share your content?
1. They most obvious ways is to Include them on your media budget
( people with inﬂuence are very protective about their audience they
usually only share something branded if there is a payment or free
3. Give them a world wide premiere or provide them with very unique
content to share
4. Include them if you can in your creative process. Respect their rules! They know
what works and what does not work for their audience. Let them tell authentic stories
5. Don’t ask for how much a post costs! Let them know your needs and your budget.
This usually works in your advantage and you get more free posts and social mentions
2. If you can't offer to them money offer to them a unique experience,
a trip, a chance to mingle with other bloggers
But the most important way to get an inﬂuencer to share your content
is to have more personal relationship with him/ her
Don’t forget they are humans too! Go out for a cup of coffee or drinks.
Show them that you think of them as you publishing partners
How to choose
that is perfect
for your brand?
There are 6 crucial things to always consider
The easiest metric to rely on is blog trafﬁc. If an inﬂuencer
has a lot of daily visitors, then you can pretty much
guarantee a certain amount of impressions.
But have you learned anything from banner ads?
Impressions don’t necessarily mean
engagement or conversion.
It’s possible for an inﬂuencer to have a low or mediocre blog
following, but have a huge social media reach.
You must consider the big picture. Start by ﬁguring out your
inﬂuencers’ blog trafﬁc .Then move on to every single social
platform that the inﬂuencer is using.
Either combine total fans or ask the inﬂuencer for more
speciﬁc data about his or her reach.
Inﬂuence is not just about numbers.
An inﬂuencer can have high reach but also a high bounce rate.
Are people commenting, liking, retweeting and sharing?
Start with your own demographic data — what age groups, location
etc make up your biggest customer segments?
FInd inﬂuencers that have an audience that likely falls in those
speciﬁc targets you want. Make sure that those two audiences align
The number-one most critical thing to consider when choosing
inﬂuencers is whether or not the inﬂuencer’s content, interests and
voice matches the interests and goals of your brand.
Whoever you choose to partner with
will be an extension of your brand. Make sure that you search
what your inﬂuencer shared in the past
Choosing an inﬂuencer with great content
There are also some free online tools
to determine the power of your inﬂuencers
1.When you want to extend your reach and build a large audience especially in a new social media channel
2. When you want to associate your brand with a certain topic authority.
3. When you want to have high impact
in your advertising campaigns
Since inﬂuencers already have big
audiences and they’re trusted by their followers, the
content they create about your brand can have higher impact and potentially greater reach
and WOM than your mainstream traditional approaches
When to use an inﬂuencer like me?
But are Inﬂuencers
really your brands advocates?
Inﬂuencers are not your brands advocates!
Usually they show zero brand loyalty .
Unless they are some incentives involved…they will never speak about your brand
The answer is probably
Brand advocates aren’t paid to talk or discuss,
they do it with their own free will,
because the love your brand
and to most people that feels more real and trusted
In my view a brand advocate is created through a combination
of high customer satisfaction and trust
and not so much through your advertising efforts
It has to do more with your brand values, your company ethos and how you treat your customers.
These are the things that build trust. Trust has to be continually earned but it creates happy customer.
And a happy customer is a customer who will tell others about your company
So ask yourself do your customers trust you?
Can they depend on you to deliver on your brand/ advertising/ product claims & promises?
If not you will never grow the base of your advocates!
Since trust in traditional
advertising is eroding especially
across Europe ,
brand advocates are no longer
a ‘nice to have’,
they are a ‘must have”
for most brands out there
Passionate brand advocates
can be powerful allies
for your brand
but you must understand
how to create them
or engage with them!
Give them some
to make repeat
previews of products
to make them feel
‘in the know’
of ‘ﬁrst to try .
You can even
co -create with them
Empower your employees
to go above and beyond
to exceed customer
Focus on WOWing the
customer with amazing
branded experiences and
random acts of kindness
and thank them.
Focus on delighting
customer’s right from
ﬁrst point of contact
with your brand.
Be honest, accountable and
We live in transparent times.
In my humble view you can do this
by making them feel valued
and by making them feel part
of your brand
When to use brand advocates?
2. When your strategy is to prioritise
one-to-one referrals over reaching lots of people.
Advocates have smaller reach but their inﬂuence on their
own small networks is stronger and more personalised
3. When you want to keep expenses low .
Advocates may not expect compensation, but will probably be
pleasantly surprised, and become even more engaged with
your company, if you reward them in a meaningful way.
1.When your strategy is to build long-term positive
word of mouth.
Brand advocates will continue to talk about your brand –
even outside of marketing campaigns but you need to
provide them with high customer satisfaction and trust.
That means continuing investment on creating positive
experiences with your brand/ product/service
So ending the difference between inﬂuencers and brand
Advocates are long-term brand followers,
they don’t need to be incentivised so much, they have
genuine passion for your brand but you need to give them
reasons to talk to amplify your message
Inﬂuencers need incentives and have zero loyalty
So when thinking about who to use to spread the word about
your brand, make sure to understand the differences!
Thank you :-) Stay Curious