Digiday Media Buying Summit | OMD CREATE
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By: Chris Inners, West Coast Lead at OMD Create
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Digiday Media Buying Summit | OMD CREATE
- 2. HAVE WE ALL GONE AND LOST OUR MINDS?
- 4. How do we avoid the fake influencer trap?
- 5. Be really picky about the influencers you work with Negotiate long-term asset rights for further distribution Use past performance data to predict campaign impact Verify audience is human Genuine brand interest and preference
- 6. Learn from the organic conversation
- 7. Reward those influencers who drive results 7 Traditional PR • Use PR to send free brand product and information to target influencers, with the ultimate goal to earn free media. • Here the influencer controls what they say. New Voices • Allocate media spend to pay relevant influencers with desirable audiences to create authentic content that showcases the portfolio in a positive light. • Here, you help control what the influencer says. Advocates • Build meaningful, advocate-level relationships with influencers. • They must authentically love and embrace the brand in a way that spans beyond a video, campaign or launch. Strategic Partner • Treat content creators as businesses. • Help them add value to their brands while bringing value to their audiences The message can be difficult to control, but the pay off is most likely worth it if executed flawlessly FREE / EARNED MEDIA IDEAL RELATIONSHIP PARTNERSHIPLEVELS LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 This is a good way to test out who you can turn into an advocate Need to pay this influencer, but at this point you can work with them in lock-step, get better rates and develop a bond After your influencer is an advocate and you see serious potential in them to explode into a full business, this is time to become their “best brand friend” and support their dream TEST AND LEARN BUILDING TRUST
- 8. Key take-aways Influencers are effective because the share their actual experiences Find the right influencers for your brand using data & research Reward is the best motivator Organic content holds the secret to success Working with influencers who are not human is a bad idea
Editor's Notes
- As marketers, it is certainly important to have a bit of a sense of humor about our industry and not take ourselves too seriously. There are big bold creative campaigns that fall flat, unfortunately placed media that shows up within the wrong context and the jargon-infused version of the English language we are all fluent in. But then there are times when I have to ask myself – “Have we all gone and lost our minds?”. That was certainly the case after hearing about the rise in popularity of CGI influencers. Ummmmm. Where do I start with this?
- Influencers are influential because they are an authority on a topic. They have formulated their own opinions - whether they be about health & wellness, personal style, beauty tips, movie reviews, recipes, travel destinations or how to survive being a parent. These opinions are based upon real-life experiences and personal preference. While they often take a very aspirational approach to showcasing their opinions by posting a perfectly constructed Instagram shot that has been edited and filtered within an inch of its life – they are still real people who really did those things. One of the primary reasons that brands have begun investing more into influencer marketing is the past 2 years is because it is a nice change of pace to have someone else talk about your brand – rather than have consumers only hearing the voice of the brand. Influencers do a great job of coming up with a new angle or a very personal way of describing how they use a product or interact with a brand. When done well, they make a brand seem more relatable and more relevant. I don’t disagree that there is a lot of influencer marketing that is done poorly – overly contrived, inauthentic and super forced. As an industry we should shy away from the over commercialization of influencer marketing in general and paying computer generated graphics to talk about our products is absolutely moving in the wrong direction. There is no real influence from fake influencers.
- Leverage all the vast data available to select the best influencers for your brand. At OMD, we match influencers with brands based upon the following core criteria: brand & influencer personality match, category or topic authority, brand safety, real followers, track record of driving marketing KPIs and influencer professionalism. By establishing the ideal profile of each type of influencer you would like to partner with, you have a clear lens with which to evaluate all potential partners. In the same way a brand should have a unique and well-defined brand voice, they should also have a clear and consistent approach to influencer marketing.
- Monitor social conversations around your brand, your category and those driven by influencers you are considering partnering with. Really dig into what language or vernacular feels natural and what content is not only consumed but also garners participation. Use these insights to craft a compelling creative brief for your influencer partners that they can easily take their own spin on. One of the best ways to set yourself up to achieve your KPIs and maximize your earned media potential, is by looking at what is currently working and deriving inspiration from what already happens organically.
- Once you find influencers who really drive results for your brand, develop a longer-term strategic partnership with them. The relationship will get more familiar, the content will get better and the authenticity will shine through. The halo of influence that a brand achieves through long-term partnerships continues to build and solidify over time. One of the components of the influencer strategies we develop on behalf of our clients is a bespoke value exchange between brand and influencer. Its critical to take a step back, before conducting any outreach to long-term partners, and really think through what it is that your brand can uniquely offer influencers and what specifically you would like in return to forward the efforts of your specific business. This mutual respect will go a long way to ensuring future performance.
- Once you find influencers who really drive results for your brand, develop a longer-term strategic partnership with them. The relationship will get more familiar, the content will get better and the authenticity will shine through. The halo of influence that a brand achieves through long-term partnerships continues to build and solidify over time. One of the components of the influencer strategies we develop on behalf of our clients is a bespoke value exchange between brand and influencer. Its critical to take a step back, before conducting any outreach to long-term partners, and really think through what it is that your brand can uniquely offer influencers and what specifically you would like in return to forward the efforts of your specific business. This mutual respect will go a long way to ensuring future performance.