Influencer Marketing - Breaking the bubble To be human is to influence and get influenced by others. The world of influencer marketing is anyone’s for the taking. All it takes is the hard work and determination to make it work. But it's when we bullshit each other that we run into trouble. Landscape: B2B vs B2C How Do Influencers create value for the brands? Brand Awareness is good, what about the Bottom Line? Future of Influencer Marketing. Bots

1. INFLUENCER
MARKETING
Bursting the Bubble.

2. varmanimish
NIMISH VARMA
Marketeer
Yogi
Whiskey Influencer
Awesomeness Coach
+6596379681
varmanimish@gmail.com
Facebook:The Singapore Whisky Habitat
Twitter/https://twitter.com/nimishvarma

3. CONTENTS
• Context
• Metrics B2BVs B2C
• Strategic Framework
• How to do it?
• TakeAways

5. December 17, 2010: Mohamed Bouazizi sets himself on fire outside a local government office in an
act of protest after being arrested by police for not having a permit to run a vegetable stall. Street
protests begin soon after his death throughout the country
ARAB SPRINGS IN NUMBERS
Killed Displaced
YEMEN 50 6000
SYRIA 250K 4M
LIBIYA 435K 2.5M
EGYPT 22K 11,800
Cost to GDP
US$ 600 Billion

6. INFLUENCE
• Having “the power or capacity
of causing an effect in indirect
or intangible ways.”
• Survival (1/100 vs 1/10)
• Social bonds (Grooming)
• Conflict and competition

7. CONTEXT.
1 billion tweets shared every two days, 95 million
Instagram photos shared every day, customers
are overwhelmed by information – and your
marketing message is easily lost in the noise.
Around 47% of OnlineConsumers Use Ad
Blockers to Avoid Branded Messages, Making
Your DesiredTarget Audience Harder to Reach.
86% of the Most-Viewed BeautyVideos on
YouTubeWere Made by Influencers - the
Remaining 14%Were Made by Brands. .
Organic reach for your posts may now be as low
as 2%
$10Billion spend on Influencer Marketing
85% of Influencers are not onYouTube/Instagram

8. INFLUENCERS(EXPERTS, CELEBRITIES, MICRO-CELEBRITIES, MICRO-
INFLUENCERS, EARLY ADOPTERS, MARKET MAVENS, ENTHUSIASTS)
Seemingly ordinary people who
determine what others think, do
and buy.
Rather than identifying a small
number of ‘special’ people,
harness the power of large
number of ‘ordinary’ people.

9. Strategic
Framework Environment
What is
Disrupting?
Nature,
Magnitude,
Speed of change
Influence
Value
Propositions
How well
positioned is
your brand?
How to
transform Value
Proposition?
Brand
Which
capabilities are
critical?
How to stay
relevant?
O/T S/W

10. KPI
BRAND AWERNESS
Social Reach: Followers,
Subscribers, Impressions
Engagement: Likes,
Comments, Sentiment,
Shares,
Mentions: Press, Media
Mentions,WebsiteTraffic
DIRECT RESPONSE
Purchase/Sale
Sign-ups
Clicks- ReferralTraffic
Downloads

11. METRICS
Stages B2B B2C
Awareness #of Inquiries Impressions (
Visits, clicks,
opens)
Interaction #Leads
accepted to
sales ready
Shareability
Engagement
Rates
Conversion #Sales
# Revenue per
sale
Conversion to
Fan/Follower

12. ROI
Return 20,000
Investment 10,000
X100= 200%

13. Influencer
Marketing
Creating real
value for the
Brands
My tales of
whisky
Sapphire
I love Spa let Dream Kitchen

14. MyTales of Whisky

15. • 2018 – Us 23Billion, 2020 – Us 34Billion. 10% growth
• SAP SAPPHIRE NOW "The Oscars of Cloud and Business
Technology Conference"
IoT
• Analytics
• AI
• Automation
• Blockchain and cloud
Sapphire

16. • 30,000 guests from over 100 countries
• Ticket Price Us $1700
• 50 Exhibitors
• Value Creation: Us$ 10 million.
• Engaged 11 influencers
• Initial Reach 20,000 attendees.The influencers live-
streamed to 80,000.
• Facebook & repurposed blog posts.
• Lady Gaga
Sapphire

17. I Love Spalet
I Love Spalet

18. I Love Spalet
I Love Spalet

19. Dream Kitchen
Dream Kitchen

20. Tips
Focus on ONE call-to-action for your campaign—conflicting CTAs usually
lead to confusion and no action.
Provide limited talking points to influencers to hone your message.
Do your homework vetting influencers so you don’t work with an influencer
who has fake followers or an audience that isn’t suited to your brand.
Allow the influencer creative freedom—this will elevate the content and
make it more organic.
Make your campaign interactive, which might mean hosting an event,
sponsoring a giveaway, or offering an exclusive promo.
Iterate!Test campaigns on various influencers, learn from successes and
failures, and embrace trial-and-error as part of the process.

21. 3 X
Take Aways
Look Beyond the Major Platforms. Influencers exist on every
platform - not just Facebook,Twitter, LinkedIn and
Instagram.Your ideal influencers could be more at home on
traditional channels, such as blogs and forums.
Long-term partnershipsOffer continuous exposure, but at a
financial cost. One-off campaignsOffer flexibility, but risk
appearing fake. Choose Wisely.
Warning. Brands - Not Influencers - Are Blamed for a
Misleading Promotion 83% of theTime. EnsureYour
RelationshipWith an Influencer IsTransparent andAuthentic.