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#SMBelfast

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#SMBelfast

  1. 1. Influencer Broadcast: How brands and influencers can work together
  2. 2. About Me • Creative Director New/Slang • 4 years working in agencies • Course Consultant for Digital Marketing Institute • Member of IAB Social Media Council Say hello @seanearley / @newslangIE
  3. 3. About New/Slang • Only two years old • Won 11 Industry Awards since October 2014 • Clients such as Lidl, HB, Lyons • Team of 12 Say howiya @NewSlangIE
  4. 4. What is an influencer?
  5. 5. Why do brands work with influencers?
  6. 6. Why do brands work with influencers?
  7. 7. Why do brands work with influencers?
  8. 8. What is an influencer? • 22m Instagram Followers • €30,000 per post • 1% relevance • 20,000 Twitter Followers • €200 per post • 100% relevance Influence is RELATIVE
  9. 9. Why do brands work with influencers?
  10. 10. Why do brands work with influencers?
  11. 11. Why do brands work with influencers?
  12. 12. Why do brands work with influencers?
  13. 13. Why do brands work with influencers?
  14. 14. How do we identify influencers?
  15. 15. What do brands want? Earned OwnedPaid Brand Social media engagements, recommendations, reviews, blogposts Social media take overs, brand ambassadorships Content creation partnerships, attendance at events
  16. 16. What do influencers want?
  17. 17. What do influencers want? Well it’s not all about the money… Exclusive Access Free Product Money Can’t Buy Experiences VIP
  18. 18. Transparency Declare using #Ad or #Spos Be truthful in your content Provide honest statistics Consult the PRII, ASA and the ASAI Guidelines
  19. 19. But…
  20. 20. But… “Disingenuous” “Money Grabbing” “Shallow”
  21. 21. Influencer Broadcast: How agencies and influencer can work together
  22. 22. So how? Reach Partnership Compliant Creativity
  23. 23. Good Examples (Paid) Creativity
  24. 24. Good Examples (Organic) Creativity
  25. 25. Bad Examples - Declaration Creativity
  26. 26. Bad Examples - Credibility Creativity
  27. 27. Final thought Creativity 90% Marketing budget on influencers 150m views = 40m downloads 21% Growth Year on Year
  28. 28. Thanks! Questions?

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