Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Role of Communities, Content & Influencer Marketing on Consumer Behaviour

6,319 views

Published on

Workshop on Role of Communities, Content & Influencer Marketing on Consumer Behaviour taken at India's leading business school - MDI, Gurgaon by Vikas Chawla, Co-Founder, Influencer.in & Social Beat

Published in: Marketing
  • Be the first to comment

Role of Communities, Content & Influencer Marketing on Consumer Behaviour

  1. 1. Agenda Role of Communities & Content on Consumer Behaviour 29th Jul 2016
  2. 2. Content Marketing – how should one approach it? Connectivity has changed everything! And more so in the last 10 years!
  3. 3. Content Marketing – how should one approach it? 1. Content Marketing - & Why 2. How it evolved into Influencer Marketing & Online Communities 3. How does all this impact consumer behavior & eventually business results!
  4. 4. Conventional Mediums of Print, Outdoor, TV, Radio One to Many One Way Owned by Media Houses Static / Audio / Audio Visual
  5. 5. Digital has invoked a paradigm change Many to Many Interactive / Two-Way Owned by Users Audio Visual + User Generated Content
  6. 6. Based on our survey results, digital is already a dominant channel
  7. 7. This is what our research showed us
  8. 8. Know your Basics! Owned Media Paid Media Earned Media
  9. 9. Earned media like content marketing has more sustained long-term impact Source: NeilPatel
  10. 10. AgendaContent Marketing 101
  11. 11. Too much content out there! Source: http://www.exacttarget.com/blog/50-content-marketing-stats/
  12. 12. Too much content out there!
  13. 13. But just any content is not going to cut it anymore! Relevant Reward Engage Share Worthy
  14. 14. But just any content is not going to cut it anymore! Source - Moz
  15. 15. Key is to ensure that its non-promotional
  16. 16. Content Marketing – how should one approach it? Guess which was one of the earliest automotive brands to experiment with Content Marketing?
  17. 17. 8 iconic films, 8 famous directors, took the world by storm, shared over the Internet
  18. 18. 1 million articles analysed to reach the results of what gets shared most
  19. 19. 1 million content pieces analysed to reach the results of what gets shared most Videos Lists How To Why posts Infographics Research Reports Surveys & Quizzes
  20. 20. Google
  21. 21. DBS has done some phenomenal work on this
  22. 22. List of Top Things – Get a lot more shareability
  23. 23. Housing.com is leveraging infographics at its best
  24. 24. List of Top Things – Get a lot more shareability
  25. 25. Petwish leveraging infographics at its best
  26. 26. Zomato does this brilliantly on their social media
  27. 27. Event Social Media content can be made engaging & shareable
  28. 28. Research Reports – Consulting firms do this very well
  29. 29. Home Care Guide by India Home Health Care
  30. 30. So Brands have started seeing real results from content marketing  Sales / Leads over a long-term  Reach users who use Ad-blocking  Get organic traffic / SEO  Tackle Ad Fatigue
  31. 31. Content Marketing produces results Source: NeilPatel
  32. 32. Content Marketing – how should one approach it? So, Why Influencer Marketing?
  33. 33. Why did Influencer Marketing start coming into purview 92 % consumers trust recommendation from other people more than from brands 33 % customers fallback on blogs and reviews before making the purchase decision#
  34. 34. Content Marketing produces results Source: AdWeek
  35. 35. What problem does Influencer Marketing help to solve Create Amazing Content if the Brand is unable to do so Recommend the Brand Build the Brand
  36. 36. How does it work
  37. 37. Hundreds of influencers in each field – need to find them!!
  38. 38. Results from our Influencer Survey
  39. 39. Results from our Influencer Survey
  40. 40. Our criteria for shortlisting influencers Size & Quality of followers/influence across relevant channels Domain Authority Relevance to the brand / genre / campaign Previous Performance Data Unique visitors to blog Quality of Content
  41. 41. When launching a product, initial organic boost is essential
  42. 42. When launching a product, initial organic boost is essential
  43. 43. When launching a product, initial organic boost is essential
  44. 44. Zespri – Creating new uses for a product
  45. 45. Screenshots with Links of some sample Engagement with Raintree Hotels
  46. 46. Screenshots with Links of some sample Engagement with Cambridge 2.5X Better Conversions in Leads via Parenting Communities + Influencers
  47. 47. But does it give tangible results?
  48. 48. It can be a combination of different types of content
  49. 49. Housing.com is leveraging infographics at its best
  50. 50. With an advertising budget the content can also be amplified in the right channels Social Networks – Facebook, Twitter, G+, LinkedIn, etc. Blogger Networks & Content Discovery Platforms – Influencer.in, Indiblogger, BlogAdda, Outbrain, Content.Ad, Taboola Forums & Communities – Quora, MouthShut
  51. 51. Does all this product business results?
  52. 52. Aim is to create shareable content – For e.g. 378 shares in just 4 days
  53. 53. Right Call to Action is required to make this work
  54. 54. Right Call to Action is required to make this work
  55. 55. Engagement to Trend on Twitter - MomoeApp
  56. 56. Sometimes the results are intagible
  57. 57. Content Marketing – how should one approach it? Is it really that easy to build a brand via a content marketing strategy?
  58. 58. A lot of companies invest in content marketing thinking this is how it works
  59. 59. This is how it really works!
  60. 60. This is how it really works!
  61. 61. United breaks guitars!
  62. 62. Content Marketing – how should one approach it? Wrapping Up
  63. 63. Content Marketing – how should one approach it? 1. Content Marketing is here to grow 2. Influencer Marketing is still in nascent stages in India but creates a word of mouth 3. It’s possible to get higher engagement as well as business results via content & influencer marketing!
  64. 64. Q&A Email: vikas@influencer.in Twitter: @jvchawla

×