influencer or celebrity? - research.vietnambusiness.tv - influencer marketing... · trying to reach...
Post on 13-Feb-2018
219 Views
Preview:
TRANSCRIPT
What defines a social
influencer?
Someone who is:
A Subject Matter Expert
Self-Built
Famous on the Internet First
Credible
Well-Known (A Celebrity in
His or Her Own Right)
Human - baring their soul
to their followers
Influencers are famous or
popular for being an expert in
their field.
Influencers hold a lot of power –
they are the key to their own
audiences.
Influencers are more invested
in what they do on the internet
– it is their life, their craft,
their stage, and their world.
Brand’s cannot expect to
dictate terms.
Whole new vocabulary and
mentality:
You don’t ‘use’ an influencer, you
work with them.
You don’t pick them as a match
for your brand, you pick them for
their affiliation with an audience
– and brand’s success.
They are not a mouthpiece
for your brand, your brand is
something they choose
to support.
We Are The Agency That Has Built
The World’s Largest Database of
Brands and Consumers
What defines a celebrity
brand ambassador or
spokesperson?
Someone who is:
Primarily valued for the
level of exposure
Has been made famous
via more traditional
channels (TV etc) and what
they do – footballer/ singer/
actor
Not necessarily in charge -
own social channels.
A personality to partner
with, not necessarily a
content creator.
We Are The Agency That Has Built
The World’s Largest Database of
Brands and Consumers
There is some cross-
over.
Some celebrities can
become influencers, some
influencers can become
celebrities.
We Are The Agency That Has Built
The World’s Largest Database of
Brands and Consumers
Watch outs.
Brands will always come
second to celebrity core
agendas.
It’s about their terms -
Availability and exclusivity
Brands partner with
Social Influencers to
reach a specific
audience,
who trust,
respect
and
already have a
relationship
with
the influencer.
Greater creativity from the
influencer & expanding
the creativity of the brand
Their reputation is their
livelihood – and their
credibility is interlinked
with this. Work hard to
maintain their status quo.
Passionate – they have
opinions and ideas that they
are willing to share with the
brand.
The brand can learn from
the influencer and their
followers.
We are part of a global network of 186
Y&R agencies in 93 countries.
We are part of a global network of 186
Y&R agencies in 93 countries.
Y&R’s positioning is ‘The Global
Boutique’ – we have the resource and
the creative ambition of a global network,
along with the care and local passion of a
boutique agency. Can brands benefit from working
with social influencers?
Influencers can help brands to do more
than reach an audience –
they can help to define what a brand is,
what it does,
how it acts,
how it engages its consumers,
and how it listens to what
people want from it.
We are part of a global network of 186
Y&R agencies in 93 countries.
We are part of a global network of 186
Y&R agencies in 93 countries.
Y&R’s positioning is ‘The Global
Boutique’ – we have the resource and
the creative ambition of a global network,
along with the care and local passion of a
boutique agency. An influencer can offer
creative inspiration and guidance
Insights into the audience
needs and desires &
a deeper understanding
of the target you are trying to reach
– which in turn, may influence your
overall marketing strategy.
OUR MISSION
It’s all about the audience. The individuals who make up the audience, and the people they follow online. It takes time. You can’t necessarily just go to a talent agent and ask for their top influencer. It depends on the objective. Some influencers offer more ‘broadcast’ capabilities, others might be better at creating ‘understanding’.
OUR MISSION
There are tools for measuring social reach/ influence across relevant social channels and identifying influencers. Influencers are not always famous. It might be the top responder on a series of blogs/ posts on a certain topic that turns out to be the right expert. It can take time to find them, but if they believe in your brand, they might be open to being found.
OUR MISSION
Brands should be open minded. The most relevant social influencer might not be what you expect at first. Brands must be flexible & work with the influencer. For some brands, Influencers are becoming the heart of many brand campaigns.
Our philosophy is driven through a real passion and
desire to deliver ideas that drive business success,
make a difference, and impacts people’s lives.
Resisting the usual is a living mantra that challenges the
‘every day’ through superior thinking & innovation.
If a brand wants to reach
a specific audience AND
they want this audience
to become ENGAGED,
they should be looking to
work with
INFLUENCERS.
Our philosophy is driven through a real passion and
desire to deliver ideas that drive business success,
make a difference, and impacts people’s lives.
Resisting the usual is a living mantra that challenges the
‘every day’ through superior thinking & innovation.
If a brand is looking to
reach a specific
audience to make them
AWARE of the brand –
they could use a
CELEBRITY to get the
reach, and raise
awareness in the short
term.
What not to do! MARIGOLD PEEL FRESH In Singapore Marigold Peel Fresh engaged some social media influencers in its campaign to get more people to drink its beverages. Campaign– ‘drink Peel Fresh (not water) because it’s hot’ They used two well known social media influencers carrying around the product and drinking it instead of water. Campaign mocked and criticized by Netcitizens. Not credible. Fake. Insult to people’s intelligence. Lazy marketing.
Summary 1/. Influencers are famous or popular for being an expert in their field and
affiliation with an audience
2/. There is some cross-over.
Some celebrities can become influencers, some influencers can become
celebrities.
3/. An influencer can offer creative inspiration and guidance, new Insights
into the audience & reach a deeper understanding of the audience you are
trying to reach – which in turn, may influence your overall marketing strategy.
4/. People trust people not brands.
Summary 5/. Impact is more important than reach.
6/. Measurement. Clear Objectives. KPI’s. Most advanced and experienced
influencer marketers build strong measurement frameworks and data sets
around their practice.
7/. Long term ( always on) relationship approach with Influencers can be
very impactful for brands and cost effective.
8/. An Influencer, leveraged correctly can be a powerful opportunity to drive
sales success.
top related