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Influencer marketing
Influencer marketing leverages key influencers to promote brands and products, capitalizing on their ability to impact consumer decisions. It contrasts with celebrity endorsements by focusing on engagement and community connection rather than celebrity fame. Success in influencer marketing depends on selecting suitable influencers based on criteria like credibility and audience engagement, as well as a strategic approach to content and compensation.
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Influencer marketing
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- 2. 49% 47% 75% 74% 47% FACTS 67% people trust social networksto guide them to purchase decisions people rely on influencer recommend ations customers have reported that they use ad-blocking technology when browsing marketers promote content with the help of influencers marketers claim to have allocated money for influencer marketing Twitter users made a purchase based on a tweet http://www.knowonlineadvertising.com
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- 4. WHAT IS INFLUENCER MARKETING? It’s an oldidea, more popularity gained due to social media advancements. Brands have always used influencers to promote their products It’s a marketing strategy to capitalize on the influence and reach of key influencers and multipliers A form of advertising that is very lucrative for many companies due to its high efficiency. The goal of influencer marketing is to attract the influencers of the beautiful new media world as brand ambassadors, multipliers and brand ambassadors. The influencers should positively influence potential customers in their decision-making process. By expressing their passion for a product or brand, influencers can greatly impact the brand perception and reputation of a company in their community. http://www.knowonlineadvertising.com
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- 7. WHY IT ISIMPORTANT? Word of mouth is still the best way to promote, especially when it comes from a right influencer. Even as an example if you keep on saying Nokia is a great brand, the colleague around you may give a though to check that once, where digital branding may not create that though to check. 92% of consumers trust other people's recommendations, even if they do not know them 70% trust online reviews more than company slogans http://www.knowonlineadvertising.com
- 8. TYPES OF INFLUENCERS •Macro Influencers: These are the ones who are famous and are well known in the world. They could be Musicians, Actors, Prof. Athletes, Business leaders. • Use only if the target is reach • Expensive, so be very wise before going ahead with a macro influencer • Micro Influencers: They are non-celebrities and may not have huge followers but are expertise on certain fields and can give high engagement rate, motivate their followers to take action. • Account of 100,000 followers or less (1k – 100k) • 97% of micro-influencers on Instagram charge no more than $500 for a branded post and less than $100 for Facebook post • A photography expert could be an example Macro Influence Micro Influence http://www.knowonlineadvertising.com
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- 10. DIFFERENCE B/W CELEBRITY ENDORSEMENT& INFLUENCER MARKETING Celebrity endorsement attaches the fame of a celebrity to a brand or product and they are not the one who are expert in that field Simply, Influencers are specialists. They are the who has built communities around themselves in a very niche space Celebrity endorsements are meant to be seen, heard, but not interacted with Not the case here, there is generally two way interaction or engagements The celebrity is the face of a brand message. In influencer marketing, the influencer is perceived to be creator of the entire message. Celebrity Endorsements Influencer Marketing Let’s discuss Kohli campaign that we did for Philips, was that a Influencer activity, if yes how? I say it was both! Power|Reach Cost|High Risk Targeted|Creators Young|Selection http://www.knowonlineadvertising.com
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- 12. CHALLENGE IS TOSELECT THE RIGHT INFLUENCER • Who is suitable for your brand? • Blogger • Social Media Influencer • Journalists, editors, • Hackers, tech freaks, etc. • May be an influencer present everywhere! • Reach x Brand Affinity x Relationship with the Followers = Influence • Check out the list of influencers in the category you are looking to promote. Try out the free tool called Buzzsumo! http://www.knowonlineadvertising.com
- 13. CRITERIA FOR SELECTINGSUITABLE INFLUENCERS • Which influencers are suitable for a company as a cooperation partner depends on the respective market and the target group. Businesses should first ask themselves who the key opinion leaders in their industry are. The following factors provide clues as to which persons are suitable as influencers for a company: • Activity on the net • Activity on social media channels like Facebook and Twitter • Credibility • Number of relevant contacts • Fan and follower numbers (for example Twitter) of the influencer • Expert status on a specific topic http://www.knowonlineadvertising.com
- 14. WHAT’S YOUR PLAN? EntertainInspire Educate Convince Music, Games , Stories Infog, Trend, How To?PR Testi, Revie ws Featur es, Cases Demo http://www.knowonlineadvertising.com
- 15. TOOLS TO EMPLOY • InfluencerDatabases: Structured sets of data regarding publishers of digital content. They are platform specific and have holistic approach to conclude the influencer data. • E.g. Buzzsumo • Littlebird – Help find influencers basis twitter platform • Inkybee – Blogger and Twitter influencers stats • Grouphigh – Bloggers stats • Influencer Networks: These are platforms where influencers have opt in to share the advertiser content, we don’t have to spend time finding the right influencer but can just jump in creating campaigns to get going. • E.g. Waller – Instagram influencers • Grapevine – focuses on partnership b/w brand and creators of visual content on YouTube & Instagram • Blogmend – Focuses on bloggers • Famenbit – campaigns on YouTube, Instagram, FB, Tumbler and Twitter http://www.knowonlineadvertising.com
- 16. WHAT IS KLOUT,PEERINDEX & KRED SCORE The Klout Score is a number between 1-100 that represents your influence. The more influential you are, the higher your Klout Score. PeerIndex is a London-based company providing social media analytics based on footprints from use of major social media services. Kred is a website created by PeopleBrowsr that attempts to measure online social influence. It provides two scores, called "Influence" and "Outreach", which are based upon an openly-published algorithm Above are the platform that you can use to check the influencer ranking and also the score of your own too. Interesting platforms, but would not recommend to believe on them 100%, the survey also confirms that 94% don’t fully trust on the scores. But with several parameters these platform can be quite helpful too. http://www.knowonlineadvertising.com
- 17. ADVANTAGES Generates reach and attention 01 Increasebrand Awareness 02 Increase brand’s sympathy, trust and credibility or reputation 03 Virality & SEO 04 Provide impulses for sales 05 http://www.knowonlineadvertising.com
- 18. COMPENSATION TO INFLUENCER • Monetary- Majorly • Product to Sample – Influencer keeps the product as compensation • Ads on their blog – Advertising revenue • Mutual benefit, as in association with the brand also uplifts the reach of the respective influencer, mentioning of the influencer on the brand social reach could be great return of compensation also http://www.knowonlineadvertising.com
- 19. SUCCESSFUL TIPS Don’t rush, Companiesthat just "run" Influencer Marketing are at great risk.Don’t rush Develop the strategy first and also try predicting the possible outcomes.Develop Prepare yourself for balancing the effect of Influencer marketing. A lot of reach and a spike you may observe. Don’t make a mistake as you may lose your customer Prepare First think of Micro InfluencersThink Link Influencer and content marketingLink http://www.knowonlineadvertising.com
- 20. WANT TO BEAN INFLUENCER? • Find your niche • Fresh thought i.e. Use first principle thinking approach – not basis past exp. • Pick one channel • Work on Content strategy – Be with the public, initially free gyan! • Distribute your content • Grow your network • Engage much • Always evaluate your up & down • Stay updated • Be patient & consistent http://www.knowonlineadvertising.com