1.
@AlvaroQuesada
The A to Zs
of Influencer
Marketing

2.
I’ve been working for more than 10 years in the
Communication industry including traditional media like
Radio & TV applied to Digital.
Before moving to Asia I worked for the Global advertising
and marketing agency Grey Group for brands like Samsung,
Schweppes, Domino’s Pizza, T-Systems, Amstel, McCain
and P&G among others.
4 years ago I moved to Singapore and joined the Spanish
digital communications agency Tinkle as the Director of
APAC offices in Singapore to coordinate the expansion of
the company in the Asian market.
Today I work for great clients like World Wildlife Foundation
(WWF), Expedia, Meliá Hotels, TAG Heuer and Montblanc
among others.
Alvaro Quesada
DIRECTOR

3.
How did we end up talking about Influencer Marketing?

4.
TRADITIONAL MODEL
Brands Consumers

5.
TRADITIONAL MODEL
Little chances to provide
customer feedback

6.
TODAY
Brands Consumers

7.
Marketers (we) don’t control the user journey anymore.

8.
Consumers (we) don’t trust brands anymore.

9.
Source: Nielsen (Global Trust in Advertising report, 2015)
of consumers trust recommendations from others
- even people they don’t know - over branded content.
Only 33% trusts ads.
95%

10.
London’s #1 Restaurant on

11.
Yummy?

12.
Oobah Butler, the mastermind behind “The Shed at Dulwich”

13.
Offline VS Online
Where’s people’s attention?

14.
Top5-Digital

15.
Source: PageFair (2017 Adblock report)
of global devices are blocking ads, that’s 11% of the
global Internet population.
615M
Congratulations! You’ve been blocked J

16.
Asia-Pacific mobile adblock usage surged by 40% in
2016 and it has a 30% of global worth YoY.

17.
How do you Engage a disengaged audience when…?
• you don’t control the user journey like before
• they can get back at you (and pretty badly)
• they just don’t trust brands anymore
• they spend pretty much all day in their mobiles
• but they use adblockers to avoid seeing you

18.
TRADITIONAL MODEL
NEW MODEL
Brands
Brands
Consumers
ConsumersINFLUENCER

19.
of marketers say influencer marketing works,
we must not be wrong.
81%
Source: Social Media Today

20.
out of every 1$ spent, strong returns. Marketing prompted consumer-
to-consumer, word-of-mouth generates 2x the sales
$6.5
Source: Social Media Today

21.
of the businesses are just breaking even or failing to
generate a return on the investment. Why?
Source: Tomoson, Influencer marketing study
37%
However…

22.
Reasons to fail:
#1 - Action without strategy
“Vision without action is a
daydream.
Action without vision is a
nightmare”.
Proverb

23.
Reasons to fail:
#2 – Working with blind data
“Without big data analytics,
companies are blind and deaf,
wandering out onto the Web like
deer on a freeway.”
Geoffry Moore
Organizational theorist

24.
Reasons to fail:
#3 – Fear of losing control
“Content that tries to sell, doesn’t.
Content that tries to help, does.”
Linda Boff
CMO at GE

25.
It’s a learning process…
When radio appeared… it was about reading stuff
Then with TV… we recorded radio shows
Internet came and we uploaded brochures
With social media we shared branded content
So what should we do with Influencer Marketing?

26.
by

27.
We are specialized in Influencer marketing
and we use a new scientific approach to this discipline.
“We love data. We work on Excel. No more b*llsh*t, please”
by

28.
things you need to be successful:
• Clear brief with objectives, TA analysis and USP´s
• Influencers identification and contract negotiation
• Creativity to stand out
• Monitoring and reporting
4
Our methodology
by

29.
Kayla Itsines
www.kaylaitsines.com
8.7M Instagram followers
Most famous trainer on
Instagram. Through
#TheKaylaMovement and
#KaylasArmy she conquered
the #Fitspiration movement
on Instagram.

30.
Tommy Edison
“The Tommy Edison Experience”
+500k YouTube subscribers
+65M video views
Vlogs about the daily life of a person
who has been blind since birth.

31.
My Mother
“Bea Kizomba”
+100k YouTube subscribers
+162M video views
Shares videos about her passion,
kizomba dance. 6 years and 1,400
videos later she became the most
active YouTuber in the niche.

32.
We are living times where anyone can be an Influencer
Parents, students, entrepreneurs, artists, teachers, models, athletes, chefs, journalists…

33.
• Familiar
• Communicates correctly
• Experience
• They’ve built an audience
CHARACTERISTICS OF AN INFLUENCER

34.
REACH
RESONANCE
TYPES OF INFLUENCERS

35.
TYPES OF INFLUENCERS
CELEBRITIES
SOCIAL MEDIA
INFLUENCERS MICROINFLUENCERS
• People like you and me
• Started small
• Became experts
• 20k followers on Twitter
• 50k followers on Instagram
• 100k followers on Facebook
• Similar to social media influencers
• Smaller reach
• Higher influence
• 5k followers on Twitter
• 10k followers on Instagram
• 20k followers on Facebook
• Very well known
• Artists
• From offline to online
• BIG reach
• Low influence
• Up to $250k

36.
How much can an Influencer earn?
Rate card per published post:
3K-10K followers = $75 – $150
10K-25K followers = $150 – $220
25K-50K followers = $220 – $350
50K-100K followers = $350 – $500
100K+ followers = $500+

37.
Everyone wants to be an Influencer!
Elle Darby sent an email to a luxury hotel in Dublin saying:
“I work as a social media influencer, mainly lifestyle,
beauty & travel based.
I have over 87k YouTube subscribers as well as
76k Instagram followers.
My partner and I are planning to come to Dublin for an
early Valentine’s Day weekend from Feb 8th to 12th to
explore the area. As I was searching for places to stay, I
came across your stunning hotel and would love to feature
you in my YouTube videos/dedicated Instagram stories/
posts to bring traffic to your hotel and
recommend others to book up in return for free
accommodation.
Last year I worked with Universal Orlando in
Florida and it’s been amazing for them!”

38.
Thank you for your email looking for free accommodation in
return for exposure. It takes a lot of balls to send an email
like that, if not much self-respect and dignity.
If I let you stay here in return for a feature in your video, who is going to pay the staff
who look after you? Who is going to pay the housekeepers who clean your room? The
waiters who serve you breakfast? The receptionist who checks you in? Who is going to
pay for the light and heat you use during your stay? The laundering of your bed
sheets? The water rates? Maybe I should tell my staff they will be featured in your
video in lieu of receiving payment for work carried out while you’re in residence?
Lucky for us, we too have a significant social media
following. We have 186k followers on our two Facebook
pages, an estimated 80k on our Snapchat, 32k on Instagram
and a paltry 12k on our Twitter, but Jesus Christ, I would never in a million
years ask anyone for anything for free. (…)
Best regards,
Paul Stenson
www.charlevillelodge.ie
P.S. The answer is no.
Fortunately, brands are learning

39.
The owner issued an invoice for the concept of “provision
of features in 114 articles across 20
countries with a potential reach of 450
million people” valued at €4.3M plus VAT.
Maybe too much?

40.
Fraudulent followers, likes, views, shares…
You can buy your way in

41.
Click farms are damaging the market
• They diminish the value of interactions:
followers, likes, comments, shares…
• They create fake influencers
• They increase the distrust in the industry
• It benefits just a few (the farms)

42.
We unmask fake influencers with Big Data
We use Data Predictive
Analytics. This is the data
collected for analytical purposes
and it has the power to predict
what kind of content will
resonate with a certain type of
audience.

43.
23.5%
33.6%
24.1%
9.4%
9.3%
14.6%
85.4%
52.4% IT
6.1% USA
4.9% SP
@chiaraferragni
10.3M
2.5%
1.9%
35
51585$
594$

44.
by

45.
14.7%
14.7%
13.7%
10.5%
46.3%
50.6%
49.4%
44.0% IT
30.8% USA
3.0% SP
@rpi_89
66k
3.9%
8.5%
5.6
228$
594$

46.
Project Mermaid – bit.ly/thefakeinfluencer

47.
Project Mermaid – bit.ly/thefakeinfluencer

48.
Project Mermaid – bit.ly/thefakeinfluencer

49.
Project Mermaid – bit.ly/thefakeinfluencer

50.
We’re here to help you. You deserve to be in the top 13%
earning $20 or more. We know how to do it.
+$20
by

51.
Thankyou!
http://bit.ly/alvaroquesadaaquesada@tinkle.com.sg http://twitter.com/alvaroquesada