Short overview of influencer marketing based on its developement in Slovenia and worldwide with open questions for its future. Research, presentation and design by: me

1. Digital strategist
D U Š A N B o l d i n
i n f l u e n c e r m a r k e t i n g

2. 1.0
i n f l u e n c e r

3. w h o1.0
singer, actor,
writter, athlete ..
scientist, manager,
designer, politician ..
bloger, vloger,
instagramer ..
f a m o u s o r
a k n o w n p e r s o n
s o c i a l m e d i a
i n d i v i d u a l
s p e c i a l i s t
i n h i s f i e l d

4. K O M O TA R M I N U TA C O O L F O T R A N I N A K U H I N J AL E PA A F N A
G A Š P E R B E R G A N T A L L A R O U N D E V E T R I N I T Y T H E
B O S T O N T E R R I E R
A L E N K A K O Š I R
1.0

5. y o u t u b e i n s t a g r a m t w i t t e r
s n a p c h a tl i n k e d i n
b l o g f a c e b o o k
( 3 7 % ) ( 2 5 % ) ( 6 % ) ( 6 % ) ( 5 % )
m e d i a1.0
( < 1 % ) ( < 1 % )

6. platforms of individuals search of new solutions following and publishing
w h y1.0
r i s e o f
s o c i a l m e d i a
a d v e r t i s i n g
i n e f f i c i e n c y
h e r d i n s t i n c t
a n d e g o

7. h o n e s t y
&
a u t h e n t i c i t y
o r i g i n a l i t y
&
c r e a t i v i t y
l o y a l t y
&
c o m m i t m e n t
r e c i p e1.0

8. a f a d
o r m a r ke t i n g ?
1.0
1 . 1

9. influencers are achieving what marketing profession is
trying desperately to achieve ..
f a c t1.1

10. 1.1
get consumers attention

11. 1.1
W h a t d o y o u w i s h t o b e ,
w h e n y o u g r o w u p ?“ “
I N F L U E N C E R .

12. i n f l u e n c e r
m a r ke t i n g
1 . 2
1.1

13. P L A N S E L E C T I O N E X P E R I E N C E
E VA L U AT I O N C O N S U M P T I O N
d e m a n d p u r c h a s e
Mission & visit Preference potrošnikov Product and placement
Segmentation
Segmentation
Price & promotion
Social influence Satisfaction Needs & patterns
i n f l u e n c e r
1.2

14. A W A R E N E S S C O N S I D E R AT I O N C O N V E R S I O N L O YA LT Y
S E E T H I N K D O C A R E
1.2

15. i n f l u e n c e r a m b a s s a d o r
1.2

16. a m b a s a d o r1.2
inlusion of influencer in brands communication

17. i n f l u e n c e r1.2
brand promotion by influencer to his own followers on his own media

18. i n f l u e n c e r a m b a s s a d o r
1.2
O W N M E D I A
N O E X C L U S I V I T Y
A R E T H E I R O W N B R A N D
A U T H E N T I C
D I S G U I S E D A D V E R T I S I N G
VA L U E S N O T N E C E S S A R I LY T R A N S F E R R E D
C A N B E W I T H O U T O W N M E D I A
E X C L U S I V I T Y
T H E Y R E L AT E T O A B R A N D
P L AY A R O L E
O P E N A D V E R T I S I N G
T R A N S F E R E N C E O F VA L U E S

19. w o r k s b e s t1.2
when followers follow the persono, not content.

20. p r o d u c t
p l a c e m e n t
c r o s s
p r o m o t i o n
# h a s h t a g
a c t i v a t i o n
i n f l u e n c e r
c a m p a i g n
presentation, evaluation,
promotion, q&a, live-stream
of experience
profile takeover,
redirecting to brand
start or a push of
a hashtag movement
creative campaign (e.g.
product co-developement
with consumers)
h o w1.2

21. b r a n d1.2
A U D I E N C E
R E A C H
S A L E S
P U S H
B R A N D
P E R C E P T I O N
T R A F F I C
A N D S E O
U S E R G E N E R AT E D
C O N T E N T
C O N S U M E R
E N G A G E M E N T

22. s e l e c t i o n1.2
1
9
TA R G E T A U D I E N C E
C R E D I B I L I T Y
N U M B E R O F F O L L O W E R S
F O L L O W E R E N G A G E M E N T
F O L L O W E R S E N T I M E N T
P R O F E S S I O N A L I S M A N D C R E AT I V I T Y
VA L U E S A N D P E R C E P T I O N
M E D I A VA L U E
A B I L I T Y T O C O O P E R AT E

23. m e a s u r i n g1.2
R E A C H
I N T E R A C T I O N S A N D S E N T I M E N T
E N G A G E M E N T
C O N T E N T S H A R I N G
U S E R G E N E R AT E D C O N T E N T
D I R E C T & I N D I R E C T S A L E S
O W N S O C I A L M E D I A P R O F I L E S TAT S
W E B S I T E S TAT I S T I C S
B R A N D M E T R I C S
1
9

24. t o d a y
1 . 3
1.2

25. 1.3
Lidl fashion event + fashion blogers = credibility in the field of fashion, target audience reach and sales push
1.3
# l i d l B i t O f F a s h i o n

26. Atlantis + Zlatko = series of casual videos by ambassador, video views - 30k
1.31.3
# z l a t k a Vo d a

27. Nova KBM + David, Ana, Nina = instagram story - 70k views, campign reach - 700k
1.3
# a l l T h e T a s k s

28. Slovenian Insurance Association + FB acrobats = 2.5 mio YT, 200k FB, 26k IG view + 10k engegament
1.3
# t o o O l d F o r T h i s

29. trampolin park opening + Dunking devils = new followers - 13k, 1,4 mio video views, 300k engamgent, 800k reach
1.3
# w o o o p Wo o p

30. Chiara Ferragni wedding + Dior = ‘#’ engagement - 67 mio, media value for Dior > 5 mio $
1.3
# t h e We d d i n g

31. Glossier + micro influencers = influcenr program (blogs, discounts, events) for 90% revenue stream
1.3
# m i c r o o o o o

32. Mercedes + Loki = Creative storytelling and cooperation for cross-promotion and reach
# w o o f Wo o f1.3

33. # D A N I E L W E L L I N G T O N
$30k -> $228 mio yearly income, expanse = product, 1,7mio #danielwellington, 4 mio followers
# w e l l i n g D o n e1.3

34. 56 miljonov twitter followers + became the president
# L e t s M a ke B u l l s h i t G r e a t A g a i n1.3

35. driving force of marketing and capital raising for ICOs
$ u n i c o r n1.3

36. t o m o r r o w
1 . 4
1.3

37. # m i s s l e a d i n g T h e Wa y1.4
“partner”
“promotion”
“paid content”
facebook = “with”
instagram = “paid Partnership”
youtube = “includes paid promotion”
twitter - #ad
M E D I A S U P P O R T
H A S H TA G D I S C L O S U R E
by the author in tekst or video
content itself
F U L L D I S C L O S U R E

38. # s o M a n y S o F e w1.4
M E R C AT O R
K O TA N J I
D E I C H M A N
G O R E N J E
S O M AT
M E D E X
. . .
T E L E K O M

39. # f o r T h e M o n e y1.4
the number of fake influencer as well as the number of
influcers with paid followers is rising.

40. negative posts
# w t f1.4
Kylie Jenner: “Sooo does anyone else not open Snapchat anymore? Or is it just me?” = 8.4 % share drop = $1.6 mrd

41. who is responsible and how does the law protect?
# w h o M e ?1.4

42. an influencer would be considered a medium
if would be subjected to the protection against unfair competition and loose it right to choose brands
# w h a t I f . .1.4

43. # t r e n - d1.4
short and quick posts VS long-term partnership
partnerships enable brands to step out of their comfort zone

44. # c o m p e t i t i o n1.4
influencers take away advertising money from the giants, they will fight back

45. Ben Rueck for Adidas - Terrex Delicatessen
# a r & # v r1.4

46. CoverGirl Kalani Hilliker Chatbot - 2017
# b l a B l a B o t1.4

47. if watsons a.i. would get it’s onw brand and media to publish it’s recepies, commercials and other content
# a . i .1.4

48. 1.4
2.4 mrd followers, 2019 year of influence, one rebrand, based on values, wom effect.
# f o r E v a

49. T h a n k y o u .
you now deserve a coffee