Influencer or celebrity?

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.

Influencers offer

(mass) impact.

Celebrities offer mass

reach.

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

What are the

opportunities for

brands to use

Influencers?

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

Choosing

the right

influencer

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.

Thank You