Influenth Marketing - Explication & European Benchmark

INFLUENTH MARKETING
INTERNATIONAL
BENCHMARK
VINCENT LE LIEVRE
AFNAN SHEIKH IDRIES
ANTOINE CAUVET
FERIEL ALILI
17TH NOVEMBER 2016 - BRAND COMMUNICATION
France-Itlay-Spain

17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
TABLES OF CONTENT
1. Introduction
2. History influencer marketing
3. 4 W
4. Steps of influencer marketing
5. Benefits of influencer marketing
6. Do or Don’t
7. Cases Studies
8. Europe Benchmark
9. Comparation
10. Future of Influence Marketing

HISTORY
OF
INFLUENCE
MARKETING

Companies started recruiting celebrities to
promote consumer products
Characters were created to strengthen
connections with buyers
R.T. Davis Milling Company hired Nancy
Green, a former slave, as the spokesperson
for the popular Aunt Jemima pancake mix
The Late 1800s

The 1920s
Santa was re-imagined as a department store, wholesome version of himself
He became a "real" person to look up to, a friend, almost, with fans questionning him

The 1950s
He was probably the biggest influence marketer of
the decade
He was a figure portrayed by different actors in the
States in an attempt to make smoking more "macho".

The 2000s
The companies use more real poeple, like Old
Spice who made a viral campaing by using
personalised messages.
Begging using the social media, and the virality
of it

Currently
Influencer marketing more
accessible to even the smallest
brands
Every blogger or social media
account with a large following is an
influencer
It is also giving normal people the
chance to become online celebrities

4W
INFLUENCE
MARKETING

4

Who are the influencers ?
IMPORTANT LEVEL OF IMPACT ON
WHAT PEOPLE DECIDED TO BUY

What's and what's not an influencer ?
“ SOCIAL MEDIA INFLUENCERS
TYPICALLY HAVE A CLOSER
RELATIONSHIP WITH THEIR AUDIENCE
THAN CELEBRITIES DO. THEY’RE
EXPECTED TO BE AUTHENTIC AND
THEREFORE ARE MORE TRUSTED. ”

When do we call on to an influencer ?

Where is the difference between influencer and celebrity?

Klout is a social
influence measurement
Connect your major
social media channels like Facebook, Twitter, LinkedIn,
Instagram more to your
Klout profile.
You can measure your
score by the scale of 1 to 100, where 100 being the
more potent.
Score Klout

STEPS
OF
INFLUENCE
STRATEGY

STEPS
Define the goal you are pursuing
the specific product / brand / event you want to promote
the market you have chosen
the platforms on which you will concentrate
A

STEPSFind people your audience already trusts and follows
Ask your target who they’re watching and listening to.
Who are the voices that show up and inspire reaction and trust?
Cover as many mediums as possible.
Don’t be fooled by large followings.
B

STEPS
List your influencer
Ranking them and choose
C
A B
1 x x
2 x
3 x

STEPSContact the influencers
D

STEPSCreate a plan of action
1. Influencers sharing brand-related content
2. Co-creating content with influencers
3. Using your influencers’ content
4. Competitions / Giveaways / Hashtags
5. Event marketing
6. Affiliate links / Discount codes
E

STEPSNurture your influencer relationship
Don’t let the relationship turn sour by dumping them as soon as you’ve
got what you want.
You may have found an ambassador who will continue to increase
brand awareness
F
Make sure you thank them and show that you
truly value their involvement

BENEFITS
OF
INFLUENCE
MARKETING

The benefit of an influencer
Increase brand awarness with a trusted ambassador
Directly touch your target in his private life
Built relation between your brand/product, the influencer and your customers

DO & DON'T
IN
INFLUENCE
MARKETING

DON'T
DO
1. Do offer influencers something to entice them.
2. Do amplify influencer messages.
3. Do choose your influencers wisely.
4. Do use an evangelical approach.

DO
DON'T
5. Don’t spam influencers with follow ups.
6. Don’t forget to build influencer relationships.
7. Don’t forget to set influencer guidelines.
8. Don’t rely solely on the influencer for buzz.

CASES
STUDIES

CASES STUDIES
Videos
https://www.youtube.com/watch?v=Nd-zF21ptwY&feature=youtu.be

#FOLLOWMETO

@MUMIMFINE

EUROPE
BENCHMARK

Criteria for selecting agencies :
- The best classified currently
- Realized the best known
advertisements
- Work with famous brand
- Potential in the future
- Work with influenceurs
Criteria for selecting influencers :
- Most influntial
- Most popular
-Work with agencies
EUROPE
BENCHMARK

EUROPEBENCHMARK
FRANCE

AGENCIESBETC Digital
21
YEARS
OLD
AIR FRANCE.EVIAN.CANAL +.IBIS HOTEL.PEUGEOT.LACOSTE
2013 - Grand Prix Stratégies Digital : GRAND PRIX et 1 prix : evian "Smart Drop"
Grand Prix du Brand Content : Prix d'or catégorie Loisir et Divertissement et Coup
de Cœur du Jury : "MCM Pizza"

AGENCIESDigital@Ogilvy
68
YEARS
OLD
GOOGLE
ALCATEL
EMIRATES
DPD
NETFLIX
LU
IBM
FORD
DOVE
PERRIER
VITEL
ALLIANZ
NESTEA
PHILIPPS
NESTLÉ2015 :
- Second Agency the most awarded network Ogilvy & Mather, sacred best
network for the fourth consecutive year
- Second best agency French with 12 Lions
- Only French Agency awarded the Euro Efﬁe Awards in 2015.

AGENCIESDigitaslbi France
3
YEARS
OLD
LANCOME
NISSAN
INTERMAR
CHÉ
RICARD
HERMES
RENAULT
DUREX
SONY
- The Big Turn On :
A 100% digital campaign to convert one million consumers to electric driving in
100 days.
- Wonderland :
First "immersive" digital exhibition in the wonderful scenes of the House of
Lancome.

AGENCIESExtreme Sensio
18
YEARS
OLD
CITROEN
DS
AXA
FUTUROSCOPE
GARNIER
DECATHLON
SKITTLES
- Les trophées Marketing - Grand prix Stratégies - Top/Com - CSS Design Awards

AGENCIESFullsix Group
18
YEARS
OLD
COCA COLA COMPANY - BAYER - L'OREAL - CHANEL
2015
-Crystal Festival - Grand Prize (gold): Aramisauto.com e-commerce category
-E-commerce - money trophies: Aramisauto.com Design category
-Digital industries - Grand Prix trophies: Passionata "Kinect Experience" Play with
me "" category Marketing
-Grand Prix Client Marketing Strategies

INFLUENCER@GARANCEDORE

INFLUENCER@MAKEMYLIMONADE

INFLUENCER@EPPCOLINE

EUROPEBENCHMARK
SPAIN

AGENCIESMet Publicidad
36
YEARS
OLD
EL MUNDO, EL PAIS, 20 MINUTOS, MARCA, PUNTO RADIO
2002 " Partner of honor of the General Association of Companies of Advertising ".

AGENCIESPublidirecta
25
YEARS
OLD
SONY, SWATCH, LU, KNORR, BRIDGESTONE, THE PHONE HOUSE
" In 2001, we were the ﬁrst ones in incorporating the follow-up of the campaigns
online and being employed at Cloud when nobody knew this term(end). In 2014
we returned to innovate with a new technology with which we can control and
manage the actions(shares) of distribution of advertising and to the personnel,
from any device; PC, Tablets or Mobile, real time."

AGENCIESMomentum task force
25
YEARS
OLD
UNILEVER, DANONE, COCA-COLA, WILKINSON, OPEL, NESTLÉ, INTEL, BBVA
" Danone held, the third edition of the Livestock Supplier Award in 2012. A
cometiotio that recognizes excellence in the work of suppliers that operate with
the company, over 2500 accross the country and whose work conributes to their
success "

AGENCIESSercom Publicidad
18
YEARS
OLD
SANTANDER, BEEP, YOIGO
Spain gave this summer to Sercom Publicity the price of Golden Spike for the
excellence in affairs.

AGENCIESAvanza
13
YEARS
OLD
MITSUBISHI, BURGER KING, DELL,IKEA,MANGO, NOKIA,
FIAP Award - Silver, Audiovisual Production 2015

INFLUENCER @DULCEIDA

INFLUENCER@BARTABAC

INFLUENCER@BERTA BERNAD
berta bernad

EUROPEBENCHMARK
ITALY

AGENCIESLorenz Lab
2
YEARS
OLD
MAPEI, PIAGGIO, APRILIA, MOTO GUZZI, DAINESE,
DIADORA, RUDY PROJECT DIAMANT.
Open Art Awards - Pontini Luxury

AGENCIESOUT OF BLUE ADVERTISING DI BASILICO ANDREA
5
YEARS
OLD
LUMINA
TORTA RUSTICA
MINI MISTI
CHICCO DORO
CLINIQUE
DORMUS
Clinique

AGENCIES
55
YEARS
OLD
BONNE MAMAN
VINS DE PROVENCE
LIDL
LESSIEUR
MAILLE
HARIBO
CARREFOUR
ELLE&VIRE
2016
- Gold Sabre at the Sabres Awards
Haribo with « Tagada purple intense »
- MENA EFFIES Awards
Sopexa

AGENCIES
20
YEARS
OLD
SONY
UNICEF
COCA COLA
LEVIS
HP
VODAFONE
MONDELEZ
SKY HDTV
NIVEA
2015 - Nivea with « doll »
- Eurobest - The one Show
- American Advertising Award - The webby awards
FCB Milan

AGENCIES
55
YEARS
OLD
LONELY PLANET ITALIA
PRIMA INDUSTRIE
FIRSTONLINE
PININFARINA
NEW TIMES
KAIROS
SEAT
Best Event Awards 2016 – 1st place for best Congress/Conference
18th Prize Assorel – Made in Italy Made in Piedmont Unioncamere Piemonte
Mailander

INFLUENCER@NASTILOVE

INFLUENCER@MARIANODIVAIO

INFLUENCER@CHIARAFERRAGNI

FUTURE
OF
INFLUENCE
MARKETING

FUTUREOF INFLUENCE MARKETING

FUTUREOF INFLUENCE MARKETING
84% of marketers are planning on taking up an influencer marketing
campaign in the next year, which shows that the trend is still providing a
solid ROI for brands.
There will probably be a call for more authentic influencers.
Influencer marketing will be less about celebrities and more about real
people
Despite the soar of the digital age, word-of-mouth
advertising is still the best in the business.

INFLUENTH MARKETING
INTERNATIONAL
BENCHMARK
CONCLUSION
- FRANCE :
• HIGHEST KLOUT
• COMPETITION HARD
• MANY AGENCIES
- ITALIE :
• GROWTH MARKET
• LOT OF INFLUENCERS
• LESS AGENCIES
- SPAIN :
• LESS INFLUENCERS
• AGENCIES WELL IMPLANTED
ACCORDING TO THE BENCHMARK :
THE MOST INTERESTING MARKET : ITALY
1) LARGEST NUMBER OF INFLUENCER
2) LEAST AGENCIES IN THE COUNTRY
3) YOUNG AGENCY DEVELOPS EASILY

INFLUENTH MARKETING
INTERNATIONAL
BENCHMARK
17TH NOVEMBER 2016 - BRAND COMMUNICATION
@V_LELIÈVRE
@AFNAN_SI
@FERIEL.ALILI
@ANTOINECAUVET

http://www.mediapost.com/publications/article/288473/8-influencer-marketing-mistakes-cpgs-make.html
http://www.business2community.com/marketing/create-killer-influencer-marketing-rfp-01700348#yzIgi5H75pcKsecZ.97
https://blog.hootsuite.com/influencer-marketing/?
utm_source=twitter&utm_medium=owned_social&utm_campaign=social_hootsuite&hootPostID=4a80eb61e23d55234a5d8
c7f9fe8665
http://www.buzzstream.com/blog/7-types-of-influencer-campaigns.html
https://www.entrepreneur.com/article/275923
http://www.business2community.com/public-relations/5-influencer-marketing-strategies-increase-brand-
awareness-01700792#ekRU6j24PcJIbTmO.97
https://www.tapinfluence.com/blog-how-not-define-influencer-marketing/
http://simplymeasured.com/blog/influencers-vs-celebrities-the-critical-differences/#sm.0001w15081e78edfx9s2r4zaep4b3

Sources : Spain
Agency :
https://www.avanzasa.com/gente_avanza.avz
http://www.sercompublicidad.com/servicios/
http://www.momentumtf.es/index_eng.html#knowus
http://marketing-publicite-medias.europages.fr/entreprises/Espagne/%3E500/Agences%20de%20publicit
%C3%A9.html
http://www.metpublicidad.com/
https://www.publidirecta.com/
Inﬂuencers :
http://www.loudbarcelona.com/top-10-spanish-fashion-bloggers/

Influenth Marketing - Explication & European Benchmark

Recommended

Recommended

More Related Content

Similar to Influenth Marketing - Explication & European Benchmark

Similar to Influenth Marketing - Explication & European Benchmark (20)

Recently uploaded

Recently uploaded (20)

Influenth Marketing - Explication & European Benchmark