Influencer marketing

INFLUENCER
MARKETING
http://www.knowonlineadvertising.com

49%
47% 75%
74%
47%
FACTS
67%
people trust
social
networks to
guide them to
purchase
decisions
people rely
on
influencer
recommend
ations customers have
reported that they
use ad-blocking
technology when
browsing
marketers
promote
content with
the help of
influencers
marketers claim to
have allocated
money for
influencer
marketing
Twitter users
made a
purchase based
on a tweet

Who
does not
agree?

WHAT
IS
INFLUENCER
MARKETING?
It’s an old idea, more popularity gained due to social media
advancements. Brands have always used influencers to promote
their products
It’s a marketing strategy to capitalize on the influence and reach of
key influencers and multipliers
A form of advertising that is very lucrative for many companies due
to its high efficiency.
The goal of influencer marketing is to attract the influencers of the
beautiful new media world as brand ambassadors, multipliers and
brand ambassadors.
The influencers should positively influence potential customers in
their decision-making process. By expressing their passion for a
product or brand, influencers can greatly impact the brand
perception and reputation of a company in their community.

Source:SkipMBA

WHY IT IS IMPORTANT?
Word of mouth is still the best way to promote, especially when it comes from a right influencer. Even as an
example if you keep on saying Nokia is a great brand, the colleague around you may give a though to check
that once, where digital branding may not create that though to check.
92% of consumers trust other people's recommendations, even if they do not know them
70% trust online reviews more than company slogans

TYPES OF INFLUENCERS
• Macro Influencers: These are the ones who are famous and are well known in the world.
They could be Musicians, Actors, Prof. Athletes, Business leaders.
• Use only if the target is reach
• Expensive, so be very wise before going ahead with a macro influencer
• Micro Influencers: They are non-celebrities and may not have huge followers but are
expertise on certain fields and can give high engagement rate, motivate their followers to
take action.
• Account of 100,000 followers or less (1k – 100k)
• 97% of micro-influencers on Instagram charge no more than $500 for a branded post and less
than $100 for Facebook post
• A photography expert could be an example
Macro
Influence
Micro
Influence

ARE THESE
INFLUENCER
MARKETING
ACTIVITY?

DIFFERENCE B/W CELEBRITY
ENDORSEMENT & INFLUENCER
MARKETING
Celebrity endorsement attaches the fame of a celebrity to a
brand or product and they are not the one who are expert in
that field Simply, Influencers are specialists. They are the who has built
communities around themselves in a very niche space
Celebrity endorsements are meant to be seen, heard, but not
interacted with
Not the case here, there is generally two way interaction or
engagements
The celebrity is the face of a brand message.
In influencer marketing, the influencer is perceived to be
creator of the entire message.
Celebrity Endorsements Influencer Marketing
Let’s discuss Kohli campaign that we did for Philips, was that a Influencer activity, if yes
how? I say it was both!
Power|Reach
Cost|High Risk
Targeted|Creators
Young|Selection

TREND
COMPARISON
Celebrity
Endorsement
Influencer
Marketing

CHALLENGE IS TO SELECT THE RIGHT
INFLUENCER
• Who is suitable for your brand?
• Blogger
• Social Media Influencer
• Journalists, editors,
• Hackers, tech freaks, etc.
• May be an influencer present everywhere!
• Reach x Brand Affinity x Relationship with the Followers
= Influence
• Check out the list of influencers in the category you are
looking to promote. Try out the free tool called
Buzzsumo!

CRITERIA FOR SELECTING SUITABLE
INFLUENCERS
• Which influencers are suitable for a company as a cooperation partner depends on
the respective market and the target group. Businesses should first ask themselves
who the key opinion leaders in their industry are. The following factors provide clues
as to which persons are suitable as influencers for a company:
• Activity on the net
• Activity on social media channels like Facebook and Twitter
• Credibility
• Number of relevant contacts
• Fan and follower numbers (for example Twitter) of the influencer
• Expert status on a specific topic

WHAT’S YOUR PLAN?
Entertain Inspire
Educate Convince
Music,
Games
,
Stories
Infog,
Trend,
How
To?PR
Testi,
Revie
ws
Featur
es,
Cases
Demo

TOOLS TO
EMPLOY
• Influencer Databases: Structured sets of data regarding publishers of
digital content. They are platform specific and have holistic approach
to conclude the influencer data.
• E.g. Buzzsumo
• Littlebird – Help find influencers basis twitter platform
• Inkybee – Blogger and Twitter influencers stats
• Grouphigh – Bloggers stats
• Influencer Networks: These are platforms where influencers have opt
in to share the advertiser content, we don’t have to spend time
finding the right influencer but can just jump in creating campaigns to
get going.
• E.g. Waller – Instagram influencers
• Grapevine – focuses on partnership b/w brand and creators of
visual content on YouTube & Instagram
• Blogmend – Focuses on bloggers
• Famenbit – campaigns on YouTube, Instagram, FB, Tumbler and
Twitter

WHAT IS KLOUT, PEERINDEX & KRED
SCORE
The Klout Score is a number between 1-100 that represents your influence. The more influential you are, the higher your Klout Score.
PeerIndex is a London-based company providing social media analytics based on footprints from use of major social media services.
Kred is a website created by PeopleBrowsr that attempts to measure online social influence. It provides two scores, called "Influence" and
"Outreach", which are based upon an openly-published algorithm
Above are the platform that you can use to check the influencer ranking and also the score of your own too.
Interesting platforms, but would not recommend to believe on them 100%, the survey also confirms that 94% don’t fully trust on the scores. But
with several parameters these platform can be quite helpful too.

ADVANTAGES Generates
reach and
attention
01
Increase brand
Awareness
02
Increase
brand’s
sympathy, trust
and credibility
or reputation
03
Virality & SEO
04
Provide
impulses for
sales
05

COMPENSATION TO
INFLUENCER
• Monetary - Majorly
• Product to Sample – Influencer keeps the product as
compensation
• Ads on their blog – Advertising revenue
• Mutual benefit, as in association with the brand also uplifts the
reach of the respective influencer, mentioning of the
influencer on the brand social reach could be great return of
compensation also

SUCCESSFUL
TIPS
Don’t rush, Companies that just "run" Influencer Marketing are at great risk.Don’t rush
Develop the strategy first and also try predicting the possible outcomes.Develop
Prepare yourself for balancing the effect of Influencer marketing. A lot of reach and a spike you may
observe. Don’t make a mistake as you may lose your customer
Prepare
First think of Micro InfluencersThink
Link Influencer and content marketingLink

WANT TO BE AN INFLUENCER?
• Find your niche
• Fresh thought i.e. Use first
principle thinking approach –
not basis past exp.
• Pick one channel
• Work on Content strategy –
Be with the public, initially
free gyan!
• Distribute your content
• Grow your network
• Engage much
• Always evaluate your up &
down
• Stay updated
• Be patient & consistent

Influencer marketing

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