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Rise of the social influencer

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Karthik Kumar
Karthik Kumar

In the past brands turned to celebrities to endorse their products hoping their target audience’s aspirations are built and met by these popular actors, sports persons or industry experts. Though celebrities still have the desire quotient they lack relevance to products that they endorse. Brands are now turning to “Social Influencers” to better connect with its consumers.

Marketing
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Social Media Week 2015
karthi24k karthi24k In.linkedin.com/in/kumarkarthik kprabala9 karthi24k
• Who is an influencer? • Attributes • How do you find them? • What should an influencer do? • Examples and case studies • Measurement AGENDA
the ability to get others to take action. - Joe Fernandez CEO, Klout INFLUENCE
CELEBRITY MARKETING
MOMMY BLOGGERS
SOCIAL INFLUENCER
• Expert • vlogger • Micro blogger • Instagram • Facebook • Employee • Consumers NOT JUST BLOGGERS! People want to engage with people
• Passionate about something • Are knowledgeable about the same • Followers trust them • Can influence their followers • Publish content that users can relate to • Strong social following ATTRIBUTES OF AN INFLUENCER Reach Credibility Salesmanship
• Awareness • Actions • Results WHAT DO INFLUENCERS DO? Social Networks Influence 74% of Consumers’ Buying Decisions (Source: SproutSocial) Influence = Audience Reach x Brand Affinity x Strength of Relationship with Followers - Kyle Wong
DEFINE YOUR INFLUENCER • Relevance • Audience • Engagement • Search Rankings • KloutPopularity ≠ Influence
• Manual Search • Klout score • Influencer identifying platforms HOW DO YOU FIND THESE “SOCIAL INFLUENCERS”?
WHAT SHOULD INFLUENCERS CARE ABOUT? • Product Fit • Product Familiarity • Brand Values • Work Involved • Compensation • Audience feedback
CASE STUDIES
• Professional Surfer • For Ferragamo • #Eleganzais • $$$ SALVATORE FERRAGAMO
#MyKaiPoCheDream If not getting@mercedesbenzind for a weekend, How about dreaming for a @audiin for a week. No dreams shud come small,right? (@tinucherian) KAI PO CHE
CLUB MED – MISS MALINI • Widened reach • Avg. of over 3 minutes on the website • Increase in number of inquiries
• What drove traffic • How many new followers • How many subscriptions • How many enquiries • Conversion tracking RETURN ON INFLUENCE
• Influencer marketing as a dedicated marketing module • Streamlined processes to reach out to influencers • Uniformity in expectations of similar influencers • Advertisements targeting influencers MOVING FORWARD…
Rise of the social influencer

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Rise of the social influencer

Notas do Editor

  1. Indus Pride