tag:econsultancy.com,2008:/topics/influencer-marketing Latest Influencer marketing content from Econsultancy 2016-10-13T14:05:14+01:00 tag:econsultancy.com,2008:BlogPost/68409 2016-10-13T14:05:14+01:00 2016-10-13T14:05:14+01:00 Four key trends within the world of influencer marketing Nikki Gilliland <p>‘<a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">The Voice of the Influencer</a>’, a new Econsultancy report published in association with Fashion &amp; Beauty Monitor, delves into this topic.</p> <p>Here are a few key takeaways from the report, detailing how brands can strengthen and enhance influencer relationships.</p> <h3>Most influencers have other jobs</h3> <p>Only a fifth of the respondents to our survey rely on influencer marketing as their sole income.</p> <p>This is largely down to the sample set, but it also reflects the fact that there are a huge number of people supplementing their income by monetizing their social media activity.</p> <p><img src="https://assets.econsultancy.com/images/0008/0290/influencer_revenue.png" alt="" width="585" height="372"></p> <p>Almost half of respondents (44%) have full time jobs alongside their work as influencers, something which brands should bear in mind when organising events.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When will Marketing/Comms/PR people realise that most bloggers also have day jobs, and can't easily get to their events during the day?!</p> — Henry Elliss (@henweb) <a href="https://twitter.com/henweb/status/724569049250803712">25 April 2016</a> </blockquote> <h3>Sponsored posts offer the biggest monetary gain</h3> <p>The ‘Rise of Influencers’ report from earlier this year showed that brands consider content promotion and distribution to be a top priority. </p> <p>Interestingly, however, just 32% of influencers agree that this produces a monetary return for them.</p> <p>Conversely, a sponsored post or blog appears to be the biggest generator of income, with 83% of respondents engaging in this activity.</p> <p>With influencers now earning more than ever, insight suggests that the popularity of one-off contracts could be down to affordability, with brands requiring high impact for less money.</p> <p><img src="https://assets.econsultancy.com/images/0008/0199/Monetary_Return.jpg" alt="" width="400" height="700"></p> <h3>Brand reputation is more important than budget</h3> <p>While brands might have traditionally called the shots, it is interesting to note how influencers are becoming increasingly aware of the reputation and values of the brands they choose to work with.</p> <p>With 43% of influencers saying that budget and the ability to pay a competitive rate is an important factor for working with a brand, this shows that money is still of importance. </p> <p>However, 60% now say that brand reputation and heritage is the deciding factor, and 65% say it is the products or services they provide.</p> <p>Unlike previous years where exposure might have been the end goal, establishing longevity and authenticity is now a top priority for influencers, with a continued career path now possible.</p> <p><img src="https://assets.econsultancy.com/images/0008/0200/Brand_Reputation.jpg" alt="" width="393" height="781"></p> <p>YouTuber <a href="https://econsultancy.com/blog/68378-youtuber-fleur-de-force-on-brand-partnerships-roi-disclosure/">Fleur De Force recently commented on this at the Festival of Marketing</a>, saying: "I always insist on trying the product first so I know its quality.</p> <p>"A majority of my content is around beauty, so a lot of it comes down to quality of the product.</p> <p>"There are obviously huge brands that I love and it’s really exciting to get approached by them, like Estee Lauder.</p> <p>"But when it comes to new brands you have to just do your research about the company and test the products to see if you like them."</p> <h3>Building a personal brand is the future focus</h3> <p>Further to this, it appears that the biggest focus for influencers in 2017 will be building a personal brand. </p> <p>Essentially, this means only partnering with brands that can offer a specific relevance to their audience.</p> <p>Second to the 44% that cite personal branding, 18% say that building long-term relationships is the second biggest priority for the future.</p> <p>For brands, this means having the confidence to hand over even more creative control to influencers, with the quality of the content overtaking quantity - and even reach.</p> <p><img src="https://assets.econsultancy.com/images/0008/0201/Personal_branding.jpg" alt="" width="400" height="784"></p> <p><strong>For more on this topic, download the new <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">Voice of the Influencer report</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/68395 2016-10-13T11:10:44+01:00 2016-10-13T11:10:44+01:00 The Colouring Cafe: How Ribena used influencers to engage with millennials Nikki Gilliland <p>However, during her talk at the <a href="http://www.festivalofmarketing.com/" target="_blank">Festival of Marketing</a> recently, Emmeline Purcell, Senior Brand Manager at Ribena, explained that this doesn’t quite reflect the truth.</p> <p>During some research on who was consuming the product, the brand found that many 16-to-34 year olds were actually enjoying the famously fruity beverage.</p> <p>As a result, Ribena wanted to reach out to this demographic in order to increase engagement and drive a change in brand image.</p> <p>Here’s how it did it:</p> <h3>Reminding the audience </h3> <p>Instead of promoting its product to mums or children, Ribena wanted to reach out to <a href="https://econsultancy.com/blog/67822-four-great-examples-of-marketing-to-millennials/" target="_blank">those elusive millennials</a> – those who actively seek out positive, fun and silly experiences on a daily basis.</p> <p>In order to do this, it created a pop-up ‘colouring café', inviting around 120 fans and followers of the brand to come and experience it.</p> <p>Partnering with artist Alex Lucas, the café embodied the quirky and positive spirit of the brand.</p> <p>Visitors were asked to contribute to a ‘colourful experience’ by colouring in one of the illustrative wall tiles.</p> <p>Alongside a new television advert, the aim was to get a new generation excited about the brand, also tapping in to the recent trend for adult colouring-in books.  </p> <p><iframe src="https://www.youtube.com/embed/m6UqXLHHigY?wmode=transparent" width="854" height="480"></iframe></p> <h3>Partnering with influencers</h3> <p>With most of the campaign’s online content coming from <a href="https://econsultancy.com/training/courses/social-media-paid-advertising/">paid social</a>, Ribena decided to work with <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/" target="_blank">influencers</a> in order to help build credibility.</p> <p>Instead of choosing those with the biggest number of followers, it went beyond face value and asked those who particularly share the philosophy of the brand.</p> <p>Its lead influencer was Giovanna Fletcher – a personality whose online presence is built around spreading positivity and empowering young women. </p> <p>Confetti Crowd, a group of girls that share the creative and colourful spirit of the pop-up event, also got involved.</p> <p>Lastly, Ribena worked with 30 <a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/">micro-influencers</a> on Instagram to build on its presence on the platform and align with the visual nature of the event.</p> <p>Each influencer created content based around the campaign, which they then shared with their respective audiences.</p> <p><iframe src="https://www.youtube.com/embed/u3mfXKF_bas?wmode=transparent" width="854" height="480"></iframe></p> <h3>Going the extra mile</h3> <p>As well as working with influential figures, Ribena also wanted to add extra value for consumers as well as those that visited the pop-up.</p> <p>As a result, it created an entirely separate website dedicated to the Colouring Cafe, including a web-based tool that allowed users to ‘colour in their own time’.</p> <p>Lastly, the brand had the pop-up’s coloured illustrations framed and sent out as a way of saying thank you to everyone involved.</p> <p>By extending the experience in this way, this meant that the brand would stick in the mind of consumers long after the campaign had ended. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Luxurious lime green colouring by <a href="https://twitter.com/ConfettiCrowd">@ConfettiCrowd</a> -colour your own in <a href="https://twitter.com/RibenaUK">@RibenaUK</a> special app: <a href="https://t.co/J1g4QnLsJ5">https://t.co/J1g4QnLsJ5</a> <a href="https://t.co/NHJpH8VsuN">pic.twitter.com/NHJpH8VsuN</a></p> — Alex Lucas (@LucasAntics) <a href="https://twitter.com/LucasAntics/status/760878552296423428">August 3, 2016</a> </blockquote> <h3>The results and key takeaways</h3> <p>With influencers creating 120 pieces of coverage over the course of the campaign, there was some buzz around the Colouring Café online.</p> <p>There were 66,000 visits to the website and 5,000 uses of the colouring tool. </p> <p>What’s more, brand perception shifted, with relevance scores going up 10% and Ribena Light sales increasing by 6%.</p> <p>So what can we learn from Ribena’s <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">experiential campaign</a>?</p> <p>Throughout her talk, Emmeline emphasised the need to create genuine and authentic experiences, purely for the value of the consumer.</p> <p>Likewise, she highlighted how important it is to use influencers who intrinsically understand and enhance brand values, as well as give them creative trust.</p> <p>By the end of the campaign, creators like Giovanna Fletcher had created even more content than was agreed at the start.</p> <p>This shows that if influencers are passionate about a concept, consumers are much more likely to be engaged too. </p> <p>With Ribena seeing a favourable shift in the way young people perceive the brand, it also proved the power of positivity.</p> <p><em>For more on this topic, check out our two research papers:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-voice-of-the-influencer/"><em>The Voice of the Influencer</em></a></li> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of the Influencer</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68398 2016-10-12T14:23:56+01:00 2016-10-12T14:23:56+01:00 JPMorgan Chase taps influencer family for how-to videos Patricio Robles <p>The Holderness Family became online stars when their Christmas Jammies holiday music video went viral in 2013, racking up more than 16m views on YouTube.</p> <p>Today, the husband and wife team, along with their two children, have nearly 195,000 YouTube subscribers and their videos have generated more than 66m views.</p> <p>Chase chose to tap the Holderness Family for its "Banking that rocks" video series because it felt it needed to do something different. </p> <p>"These videos are hilarious and people will have fun watching them, but they also help us solve a business problem," Kristin Lemkau, Chase's CMO, <a href="http://adage.com/article/cmo-strategy/spot/306150/">told</a> AdAge.</p> <blockquote> <p>We knew we had to do something different to show people how [to do things themselves]. We didn't want to do a boring animation.</p> </blockquote> <p>The videos the Holderness Family created for Chase, three of which have been published, highlight for Chase customers how they can use online banking, the Chase mobile app, and Chase ATMs to "bank on the go."</p> <h3>A viable part of the content marketing mix?</h3> <p>While <a href="https://econsultancy.com/blog/68338-goldman-sachs-creates-in-house-content-studio/">financial services firms are increasingly investing in content marketing</a>, the companies tapping influencers the most still tend to be in industries like <a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands/">fashion and beauty</a>.</p> <p>While there are numerous <a href="https://econsultancy.com/blog/67555-the-three-biggest-challenges-in-influencer-marketing/">challenges associated with influencer marketing</a>, and there <a href="https://econsultancy.com/blog/67147-has-essena-o-neill-signalled-the-end-of-influencer-marketing">has been some scandal</a>, influencer marketing has firmly established itself as a part of the marketing mix in these industries.</p> <p>Can it do the same for financial services?</p> <p>That remains to be seen. The Holderness Family published its "Rock My Banking" Chase video to YouTube, where it currently has just over 10,000 views.</p> <p>While that's in line with many of the videos it has posted in the same time period, it's far from a viral hit. On Facebook, The Holderness Family published a post promoting the YouTube video.</p> <p>Despite the fact that the family's Facebook Page has nearly 650,000 likes, the Chase post only has 18 shares.</p> <p><iframe src="https://www.youtube.com/embed/lCEPzYbnZeE?wmode=transparent" width="560" height="315"></iframe></p> <p>But that doesn't necessarily mean that Chase's efforts with The Holderness Family aren't of value.</p> <p>While many companies turn to influencers for pure marketing distribution purposes, brands can also benefit from <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">co-creation</a> even when it doesn't generate viral hits.</p> <p>That's because effective content marketing requires quality content that connects with a target audience.</p> <p>If banks like Chase can work with influencers like the Holderness Family to produce content that is more creative and appealing than they could create on their own, the relationship doesn't need to produce millions of views to be worthwhile, especially if the content has a long shelf-life, as is the case with Chase's how-to videos.</p> <p><em>For more on this, see:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy"><em>Content marketing training courses</em></a></li> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/"><em>The Future of Content Marketing Report</em></a></li> <li><a href="https://econsultancy.com/reports/digital-transformation-in-the-financial-services-sector-2016/"><em>Digital Transformation in the Financial Services Sector</em></a></li> </ul> tag:econsultancy.com,2008:Report/4272 2016-10-11T16:30:00+01:00 2016-10-11T16:30:00+01:00 The Voice of the Influencer <p>The definition of the term 'influencer' has become so broad in 2016 that critically, it's naive of brands to be considering a one-size-fits-all approach.</p> <p><strong>The Voice of the Influencer</strong> report, produced in association with <a title="Fashion and Beauty Monitor" href="http://www.fashionmonitor.com/">Fashion and Beauty Monitor</a>, considers the characteristics and motivations of influencers, assessing trends they're observing through their brand collaborations, gaining detailed insight into what matters most and how they like to work.</p> <p>The highly targeted influencer base surveyed for the report has been further broken down into four distinct profiles, to build a bespoke picture of what each influencer group expects and needs from their brand collaborations. </p> <p>We've also included a separate infographic, designed to give you an at-a-glance view of the key findings of the report.</p> <h2>Download the report to discover:</h2> <ul> <li>The many faces of an influencer </li> <li>The platforms influencers prefer to be on</li> <li>What generates the most ROI for brands</li> <li>How influencers measure success</li> <li>What they collaborate with fashion and beauty brands most often for</li> <li>How influencers identify brands they want to work with </li> <li>The most effective channels for brands to engage influencers</li> <li>What influencers look for in brands </li> <li>A breakdown of average sponsorship rates</li> <li>The biggest challenges influencers face</li> <li>Lessons for marketers</li> <li>What does the future hold for influencer marketing?</li> <li>Exclusive tips, expert advice and case studies from influencers, brands and agencies</li> </ul> tag:econsultancy.com,2008:BlogPost/68378 2016-10-05T16:24:01+01:00 2016-10-05T16:24:01+01:00 YouTuber Fleur De Force on brand partnerships, ROI & disclosure David Moth <p>At the <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing</a> this morning YouTube superstar Fleur De Force gave her views on how brands should approach influencers, how to measure campaigns, and the thorny issue of disclosure.</p> <p>Here’s a snapshot of what she had to say:</p> <h3>What sort of brands appeal to influencers?</h3> <p>It’s all down to the influencer, but it’s normally quite a natural fit, so if someone approaches me then I’ll know immediately if I want to work with them.</p> <p>Normally I’ll be a brand that I’m already talking about.</p> <p><iframe src="https://www.youtube.com/embed/IvuNnD3p4CQ?wmode=transparent" width="640" height="360"></iframe></p> <p>The most important thing is keeping the audience happy. </p> <p>With sponsored content in particular, you have to prioritise the relationship with the audience rather than a one-off deal.</p> <p>It has to be a natural fit, and you need to know your audience will react well to it.</p> <p>I always insist on trying the product first so I know it’s quality.</p> <h3>Does brand heritage matter?</h3> <p>A majority of my content is around beauty, so a lot of it comes down to quality of the product.</p> <p>There are obviously huge brands that I love and it’s really exciting to get approached by them, like Estee Lauder.</p> <p>But when it comes to new brands you have to just do your research about the company and test the products to see if you like them.</p> <h3>What generates the most ROI for brands?</h3> <p>It really depends on the brand’s objectives and whether they’re after sales or awareness or whatever.</p> <p>For me, if a brand is looking to increase sales then showing a product in action in a natural setting is really powerful.</p> <p>Video is so powerful as you can show what a product really looks like, rather than on a model on a catwalk.</p> <p><iframe src="https://www.youtube.com/embed/biW6C3PFWS4?wmode=transparent" width="640" height="360"></iframe></p> <h3>What metrics do you tend to look at for sponsored content?</h3> <p>The view count is obviously important, but I look at how people react, particularly the comments.</p> <p>Obviously if view count is half my normal level then it’s an issue, but I look at reaction ahead of views.</p> <h3>Do brands use the same metrics for success as you?</h3> <p>Brands often have view count stuck in their mind, which does make sense. </p> <p>But it’s more about reaching the right kind of people, not just sheer numbers.</p> <p>Some brands want sales, or comments or something else, but it’s worth communicating that to the influencer beforehand as they might have a better idea of what videos achieve each goal.</p> <h3>How often do you push for full creative control?</h3> <p>Always! It’s always a conversation and a relationship between me and the brand.</p> <p>The best projects I’ve worked on are where brands say 'this is our product, this is our plan, do you have any ideas around it.'</p> <p>Brands should always have a conversation with an influencer, even before they’ve written the brief.</p> <p>Just put the feelers out and let them know what you’re thinking, ask them for input earlier on. You’ll probably get a better campaign out of it.</p> <h3>Can <a href="https://econsultancy.com/blog/68280-what-are-the-benefits-of-working-with-mid-level-influencers/">mid-range influencers</a> exert the same level of control?</h3> <p>Less so. They often get put into a blanket campaign, and it’s ‘here are the deliverables, this is the hashtag, this is what you have to say.’</p> <p>But it’s always good to tailor it to the individual influencers and listen to their feedback. They know what is good for their audience.</p> <p><iframe src="https://www.youtube.com/embed/kXSw2XHezso?wmode=transparent" width="640" height="360"></iframe></p> <p>It’s so awkward when lots of YouTubers post the same thing at the same time.</p> <p>I always ask who else is on a campaign, when are they posting, is it all the same content?</p> <h3>Econsultancy’s research found that 33% of influencers don't always give full disclosure. How do you feel about it?</h3> <p>I have very strong views on this. The most important thing is the relationship with the audience. </p> <p>If something is sponsored and you haven’t disclosed it, they know. The way you talk about the product is slightly different, and they know straight away.</p> <p>They’ll lose that trust in you, and they can unsubscribe straight away.</p> <p>I want to collaborate with brands I love, so there’s no problem disclosing it.</p> <p>And you get comments from people saying: ‘It’s great that you’re working with this brand that you love.’</p> <p>Instagram is worse for people failing to disclose sponsorship. They’ve clamped down on YouTube but Instagram less so.</p> <p>If you're in digital for the long game, you’re stupid not to disclose sponsorship.</p> <h3>How have deals with brands evolved over the years?</h3> <p>Things tend to be longer term, like year-long deals.</p> <p>Deals now are part of a much bigger package, across numerous different channels.</p> <p>With long-term deals it’s very important to speak to influencer. Each influencer has a different uploading schedule.</p> <p>I’m working on a project where they wanted one blog post a week, but I only publish a couple of articles a week anyway so that would be way too much sponsored content on that channel and it wouldn’t work.</p> <p>So rather than just blanket requirements, you need to speak to the influencers and tailor things accordingly. Have it planned out from the start.</p> <h3>What about payments trends?</h3> <p>Obviously as my audience has grown my remuneration rate has changed and gone up.</p> <p>But it depends on the platform, some people might be really strong on one platform and less so on another.</p> <p>My rate on YouTube would be very different to Instagram, for example.</p> <p>And things have changed in regards to the platforms brands are interested in. </p> <p>Instagram and YouTube are definitely the most popular ones, while my blog is now seen as supporting that activity.</p> <h3>Finally, what’s your opinion of Facebook Live?</h3> <p>I haven’t really used it! It’s obviously a step up from Google Hangouts though.</p> <p>I am considering using it for a few future projects where it might work well, such as with Q&amp;As.</p> <p>The emergence of new platforms is difficult, because in your personal life you don’t know which ones to use, but for me it’s my full time job.</p> <p>Like when Instagram Stories came out you then wonder what it means for Snapchat.</p> <p>And you don’t want to be duplicating content across all these different channels, so you have to work out which ones are best for your audience.</p> <p>There are already so many platforms and only so much time in the day!</p> <p><em>For more on influencers, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/"><em>Influencer Marketing: It’s all about the audience</em></a></li> <li><a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them/"><em>What are influencers and how do you find them?</em></a></li> <li><a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands/"><em>Eight influencer marketing stats for fashion &amp; beauty brands</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68339 2016-10-04T15:19:07+01:00 2016-10-04T15:19:07+01:00 Will marketers be automated out of a job? Patricio Robles <h3>Hello, Watson</h3> <p>In 2014, IBM is estimated to have spent $53m on digital display ads.</p> <p>Earlier this year, it was revealed that the company had been experimenting with Watson, its cognitive computing platform, to see if it could help Big Blue better manage its online ad buys.</p> <p>After nearly a year of testing, <a href="http://adage.com/article/digital/ibm-s-watson-programmatic-yielding-big-returns-ibm/304946/">it had an answer</a>: yes, it can, and pretty darn well.</p> <p>'Cognitive bid optimization', as IBM calls it, reduced the company's average cost per click by 35%, and by as much as 71%. </p> <p>Even fractions of dollars and cents "really matters to us," IBM's VP of marketing analytics, Ari Sheinkin, explained, "because of the volume and the dollars involved."</p> <p>Given the potential for savings, IBM decided to hand over all of its programmatic campaigns to Watson by the end of this year.</p> <h3>Einstein gets into the act</h3> <p>Watson is named after IBM's first CEO, Thomas J. Watson, and CRM platform provider Salesforce named its recently announced AI platform after a pretty smart guy too, Albert Einstein.</p> <p>Einstein, which Salesforce bills as "AI for Everyone," aims to make "Salesforce the world's smartest CRM" by "enabling any company to deliver smarter, personalized and more predictive customer experiences."</p> <p>The technology is being applied to all of Salesforce's Clouds, including Sales Cloud, Service Cloud, and Marketing and Analytics Cloud.</p> <p>Marketing Cloud Einstein, for instance, <a href="https://www.salesforce.com/blog/2016/09/intelligent-marketing-and-analytics-salesforce-einstein.html">will offer</a> predictive scoring, predictive audiences and automated send-time optimization.</p> <ul> <li>Predictive scoring "gauge[s] how likely it is that customers will engage with an email, unsubscribe from an email list, or make a web purchase.</li> <li>Predictive audiences builds segments of audiences who share common predicted behaviors.</li> <li>Automated send-time optimization delivers a message when recipients are deemed most likely to engage.</li> </ul> <h3>Wither the marketer?</h3> <p>While Salesforce is pitching Einstein as a way to make its staff, including marketers, more effective, some are starting to ask if the days are numbered for many marketers.</p> <p>It's a somewhat complicated and sensitive discussion for obvious reasons.</p> <p>A strong argument can be made that marketers aren't going anywhere. After all, as Marketing Land's Barry Levine suggests, "the marketer is the liaison with reality."</p> <p>There are still a lot of areas in the marketing process in which human involvement is required and/or desirable.</p> <p>For example, banner ads and emails don't design and write themselves, and there are always "black swan" events that humans will need to respond to, at least for the foreseeable future.</p> <p>There is also the ever-important strategic layer of marketing that can't be distilled into a science. </p> <p>But that doesn't mean that the role of marketers won't change, or that marketing jobs won't disappear.</p> <h3>Thanks, programmatic</h3> <p>With more and more digital ad dollars being spend through <a href="https://econsultancy.com/blog/68323-getting-started-with-programmatic-here-are-some-tips-from-the-experts/">programmatic</a> channels, the online ad market today is looking more and more like a stock exchange.</p> <p>Years ago, the trading floors of stock exchanges were filled with traders.</p> <p>Today, many are practically empty. Part of that is the result of the 2008 financial crisis, but part of it is the fact that the world needs fewer traders thanks to technology. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Living in the next CT town, sad to see what's become of once-largest trading floor in world <a href="https://twitter.com/UBS">@UBS</a> <a href="https://twitter.com/biancoresearch">@biancoresearch</a> <a href="https://t.co/XKYkBO8Q6C">pic.twitter.com/XKYkBO8Q6C</a></p> — Liz Ann Sonders (@LizAnnSonders) <a href="https://twitter.com/LizAnnSonders/status/772562669559840769">September 4, 2016</a> </blockquote> <p>As programmatic continues <a href="https://www.emarketer.com/Article/Mobile-Fueling-Higher-than-Expected-Growth-of-Programmatic-Ads/1014521">to take over</a>, there will be greater opportunity for businesses to hand over the reigns to computers like Watson and that will obviously have an impact on many marketers' jobs.</p> <p>In some cases, it could even eliminate them.</p> <h3>Don't blame programmatic</h3> <p>But if technology and the automation it can provide ultimately results in a need for fewer marketers, technology shouldn't shoulder all of the blame.</p> <p>No, marketers themselves will have to take some responsibility for the situation.</p> <p>In a scathing opinion piece, Marketing Week's Mark Ritson <a href="https://www.marketingweek.com/2016/09/26/mark-ritson-facebooks-erroneous-video-metrics-show-no-one-has-a-clue-about-digital/">argues</a> that <a href="https://econsultancy.com/blog/68332-should-marketers-be-more-concerned-about-facebook-s-video-metrics-faux-pas/">Facebook Overstategate</a> shows that marketers are in many cases clueless:</p> <blockquote> <p>...this little debacle once again confirms that nobody actually knows what the fuck is going on with digital media. Not media agencies, not big-spending clients and not armchair digital strategists.</p> <p>From the shadowy box of turds and spiders that is programmatic to the increasingly complex and deluded world of digital views, the idea that digital marketing is more analytical and attributable than other media is clearly horseshit.</p> <p>Sure, it has more numbers and many more metrics but that does not make it more accountable, it makes it less so.</p> </blockquote> <p>While marketers could be forgiven for the fact that Facebook is effectively a black box, it is somewhat amazing that apparently nobody noticed Facebook's major faux pas, which overestimated average viewing time for video ads by 60% to 80% for two years.</p> <p>But marketers can't blame the black boxes either. Examples of problematic behavior in digital ad land <a href="http://digiday.com/agencies/confessions-social-media-exec-no-idea-pay-influencers/">are everywhere</a>, and it often occurs when dollars meet hype, inexperience and bad judgment. </p> <p>And let's be honest: marketers, in many cases, don't have any incentive not to misbehave, get lazy or recognize their own limitations.</p> <p>In fact, they actually have more of an incentive to ensure that their budgets stay the same or grow.</p> <p>Fortunately for them, digital provides no shortage of metrics to justify those budgets.</p> <p>Ultimately, however, digital was sold as being far more accountable, and it should be. Technology will eventually be called upon to help restore that promise.</p> <p>The marketers who plan to remain marketers should embrace that.</p> <p>The marketers who don't are far more likely to become former marketers in the years ahead.</p> tag:econsultancy.com,2008:BlogPost/68230 2016-09-30T10:24:54+01:00 2016-09-30T10:24:54+01:00 Two different paths to influencer marketing: Which is best for you? Nicolas Chabot <p>There have been several high profile examples of influencer marketing going awry, which has led to increased pressure from authorities to bring clarity on paid publications from influencers.</p> <p>This has also contributed to the overall noise and confusion that can overwhelm any marketer wondering how best to approach this new opportunity.</p> <p>Fundamentally influencer marketing is a suggested response to what I call the 'CMO Dilemma'.</p> <p>The CMO Dilemma refers to the staggering divide that exists between the impact of influencer content on customers compared to brand content and advertising, and the fact that brands still spend their marketing money mostly on advertising.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/8452/cmo_dilemma-blog-flyer.jpg" alt="The CMO Dilemma" width="470" height="308"> </p> <p>The CMO Dilemma therefore raises two key questions: </p> <ol> <li>How can brands have a positive impact on authoritative content (or organic content from relevant individuals)?</li> <li>How can brands optimise the ROI of their marketing budget by better aligning spend with impact?</li> </ol> <p>To put it bluntly: how can I transfer part of my huge media investments to create positive impact on authoritative content through influencers for my brand?</p> <p>Clearly such a shift will not happen overnight; it is a journey of testing, learning, measuring, optimising, scaling.  </p> <p>And that journey is paved with traps, false promises, apparent shortcuts that are dead-ends.</p> <p>Influencer marketing can be roughly segmented in two different models of business, each of them rely on a different set of technology.</p> <h3>1. 'Influentizing'</h3> <p>One model – I call it 'influentizing' - believes that the value of influencers is in their reach and that influencer marketing consists in placing advertorial in their content in the same way brands have been buying ads in magazines.</p> <p>This approach is facilitated by a flurry of tech players claiming to build ad-buying platforms for influencer channels: So-called influencer marketplaces.</p> <p>Influencer marketplaces aim to match brands and influencers based on simple criteria, facilitate engagement through standardised processes and provide consistent KPIs that attempt to mimic advertising performance measures.  </p> <p>These models provide some seemingly great benefits for brands and marketers: Implementation is easy, you can scale fast and produce immediate results.</p> <p>While many startups still try to play the influentizing game, the demise of precursor Klout with his Perks offering tells enough about the shortfalls of the influentizing model and its emanation, the influencer marketplace model.</p> <p>When not properly implemented, limited coverage and a poor understanding of relevance generate very poor targeting.</p> <p>Industrial engagement and reward mechanisms go directly against the concept of organic and authentic endorsement that is the core value of influencer content.</p> <h3>2. Influencer relationship management (IRM)</h3> <p>More seasoned brands have realised that influencer marketing’s success relies on building long term, authentic, mutually beneficial relationships between brands and relevant individuals.</p> <p>This approach is supported by a new type of platforms called IRM (for Influencer Relationship Management platforms).</p> <p>IRM platforms provide a technology to manage relationships with key influencers, activate them, and measure their impact.</p> <p>They enable brands to manage influencers in the same way these brands manage customers but looking at social data and share of voice rather than purchasing data. </p> <p>But authentic influencer marketing requires persistence, a collaborative approach and a long-term view.</p> <p>Building relationship with influencers takes time and patience and often retooling of a marketing function.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/8453/influentize-vs-irm-blog-flyer.png" alt="IRM vs Influentizing" width="470" height="523"></p> <p>Transforming your advertising led marketing strategy into a content driven engagement approach that will deliver authentic impact on social conversation is a long but necessary journey to impact audiences.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of Influencers</em></a></li> <li><a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/"><em>Influencer Marketing: It’s all about the audience</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68243 2016-09-06T01:00:00+01:00 2016-09-06T01:00:00+01:00 Influencers in Asia-Pacific: Four things you need to know Jeff Rajeck <p>Using a local influencer to carry your brand message could help, but there are a few things you need to know about the market first.</p> <p>Asia-Pacific (APAC) has an influencer market which is growing in, well, influence. </p> <p>Influencers are loosely defined as anyone with a sizable social media following and they can play a significant role in an APAC marketing campaign.</p> <p>The reason they are so useful is that <strong>influencers have a ready-made audience which can help a brand break into a new market</strong>.</p> <p>If a brand is looking to reach a particular segment, then using an influencer may be a handy shortcut to today's media-saturated consumers.</p> <p>According to recent reports, brand marketers agree.</p> <p>More than three-quarters (78%) of respondents to a Econsultancy survey, <a href="https://econsultancy.com/reports/the-rise-of-influencers/">The Rise of Influencers (2016)</a>, indicated that they were using influencers in their marketing campaigns (57%) or planning to do so in the next 12 months (21%).</p> <p><img src="https://assets.econsultancy.com/images/0007/8531/influencers.png" alt="" width="282" height="340"></p> <p>Unfortunately it's not quite as simple as just finding someone with a large social media following in a target country and signing them up.</p> <p>There are many potential issues which can arise when using influencers in APAC, so marketers need to be aware of a number of things before attempting to tackle this channel.</p> <h3>1. Each country has its own influencers and platform of choice</h3> <p>This seems obvious. The whole purpose of using influencers is to find someone who is well-connected in a particular country and so, almost by definition, the influencers are going to be different for each market.</p> <p>Influencers may, however, also be on different platforms depending on the market.</p> <p>In China, where influencers are typically called key opinion leaders (or more commonly, KOL), <strong>they are now most active on WeCha</strong>t.</p> <p>There are still KOLs who focus on blogging (<a href="https://www.techinasia.com/remember-han-han-chinas-brazen-blogger-startup-raised-9m-series">or even their own app</a>), but WeChat, with its enormous growth and more reliable follower counts, has become the platform of choice for marketers.</p> <p><img src="https://assets.econsultancy.com/images/0007/8533/fan-bingbing.png" alt="" width="222" height="363"></p> <p><strong>Thailand's influencers are mainly active on YouTube</strong>.</p> <p>Some of Thailand's most-popular internet celebrities on the channel include itinerant videographer <a href="https://www.youtube.com/user/softpomz">softpomz</a> with over a million followers and makeup artist <a href="https://econsultancy.com/admin/blog_posts/new/%20https:/www.youtube.com/user/pearypie%20%20">pearypie</a> with around 250,000.</p> <p><img src="https://assets.econsultancy.com/images/0007/8529/thailand.jpg" alt="" width="800" height="193"></p> <p><strong>Instagram is the choice for Australians.</strong> <a href="https://www.instagram.com/piamuehlenbeck">Pia Muehlenbeck</a>, model and blogger, has amassed 1.3m followers.  </p> <p>This is quite an achievement in a country with a population of around 23m.  </p> <p><a href="https://www.instagram.com/harperandharley">Sara Donaldson</a>, a fashion and beauty writer, still maintains a popular blog but has moved more than half a million of her fans to Instagram.</p> <p><img src="https://assets.econsultancy.com/images/0007/8534/pia-muehlenbeck.jpg" alt="" width="569" height="323"></p> <h3>2. Due diligence is required</h3> <p>It's well known that <a href="https://econsultancy.com/blog/67531-fake-likes-clicks-followers-in-asia-what-you-can-do-about-them/">followers on social media can be faked</a>.  Search on Google for "Facebook likes" or "Twitter followers" and dozens of pages come up with ways of getting fake fans, for a fee.</p> <p><strong>Brands should be wary of influencers with high follower count but poor content and low engagement</strong> from their 'fans'.</p> <p>In China, however, it is not so easy to distinguish real from fake.</p> <p>According to Wechat consultant <a href="http://walkthechat.com/wechat-advertising-the-power-of-key-opinion-leaders/">WalkTheChat</a>, fake influencers (KOLs) in China both steal real content from other influencers and have a 'bot' network to boost engagement numbers.</p> <p>These practices are possible in any country, though, so <strong>working with well-known influencers with a verifiable history of working with other brands is best practice</strong>. </p> <h3>3. Influencer agencies are emerging</h3> <p>Alternatively, instead of trying to figure it out by themselves, marketers can use one of the many agencies which have sprung up.</p> <p>APAC has a long tradition of influencer agencies. <a href="https://www.nuffnang.com.sg/">Nuffnang</a> has offered brands advertising deals with blogger influencers in the region since 2006.  </p> <p>It is now operating in seven countries and boasts a global community of nearly 1m blogs.</p> <p>For those looking for more visually-based influencers, <a href="http://www.tribegroup.co/">TRIBE</a> in Australia and <a href="https://gushcloud.com/">Gushcloud</a> in Singapore offer marketplaces where influencers can sign up and marketers can search for one with the audience which suits their brand.</p> <p><img src="https://assets.econsultancy.com/images/0007/8535/tribe-australia.jpg" alt="" width="586" height="298"></p> <p>In China, there are countless digital marketing agencies to help brands enter a market with influencers as well as influencer agencies, such as <a href="http://www.parklu.com/faq?lang=en">ParkLu</a>.</p> <p>For marketers doing their own research, there are directories such as <a href="https://popularchips.com/">Popular Chips</a> and <a href="http://www.fashionmonitor.com/#/">Fashion Beauty Monitor</a> which cover APAC and other international influencers.</p> <h3>4. The cost for an influencer still varies considerably</h3> <p>According to <a href="https://econsultancy.com/reports/the-rise-of-influencers/">The Rise of Influencers</a> most brands still make arrangements with the influencers directly.</p> <p><img src="https://assets.econsultancy.com/images/0007/8532/influencers-apac.png" alt="" width="441" height="455"></p> <p>Should you decide to do this, one of the first items to establish is the cost.</p> <p>Unfortunately,<strong> there is not yet an industry standard for how much brands should pay for influencers.</strong></p> <p><a href="http://thefoxandshe.com/how-much-to-charge-for-an-instagram-post/">Some have suggested</a> linking the cost for an influencer to a typical advertising metric, say $5 to $10 cost-per-1000 views (CPM).  </p> <p>This might work, though <strong>actual impression counts may be hard to get on some social networks</strong> so brands should probably agree a fixed rate before hand.</p> <p>Another approach is for brands to use cost-per-engagement (CPE) or even cost-per-lead (CPL).  </p> <p>Mavrck, a US-based marketing platform, <a href="http://www.mavrck.co/5-ways-to-measure-digital-and-influencer-marketing-campaigns/">has carried out research</a> to identify what those costs are for US-based clients and these figures could be used as a benchmark for APAC.</p> <p><img src="https://assets.econsultancy.com/images/0007/8536/Untitled-design-6.png" alt="" width="461" height="329"></p> <p>TRIBE, the Australian influencer agency, suggests per-post rates based on the number of followers the influencer has.  </p> <p>Again, useful for reference but an influencer with an affluent audience should certainly charge significantly more than one who is followed by bargain-hunters.</p> <p>So, then, <strong>the cost per post will then typically be agreed directly between the brand and the influencer. </strong></p> <p>According to industry feedback though, many influencers are inexperienced with negotiating and so brands should be ready to walk away should the price be unreasonable.</p> <p><a href="http://digiday.com/agencies/confessions-social-media-exec-no-idea-pay-influencers/">According to one brand executive</a>, these negotiations can be difficult.</p> <blockquote> <p>They’re all nuts. They say, “I want to take a car and pick it up in London and drive it around Europe, so give me $100,000.”  Nope, let’s totally never do it that ever. These people don’t understand budgets.</p> </blockquote> <h3>So...</h3> <p>Influencers can be a great way for a brand to tap into a market in APAC.</p> <p>Using one means that you will not have to worry so much about how to find the right audience, the influencer will bring people to you.</p> <p>Before simply booking one yourself, however, do some research and find a well-established influencer who has a track record of helping brands find the right audience in the target market.  </p> <p>Influencer marketplaces and research publications can help, but simple due diligence should also be carried out as well.</p> <p>As for negotiating a rate, it seems that you're on your own. The best approach is to have a budget in mind and negotiate hard.  </p> <p>Because the market is so new, most influencers are relatively inexperienced too, and they may very well be open to striking a deal to develop a long-term relationship. </p> tag:econsultancy.com,2008:Report/4182 2016-07-05T15:01:00+01:00 2016-07-05T15:01:00+01:00 The Future of Celebrity Marketing <p>The Future of Celebrity Marketing, a <strong>Celebrity Intelligence</strong> report produced in association with Econsultancy, considers how the rules of celebrity engagement are shifting. Thanks to the advent of social media and the subsequent rise of online influencers, a new generation of talent has emerged for traditional celebrities to compete with.</p> <p>The report looks at how the definition of celebrity is evolving, the challenges this creates, and the new ways in which brands and agencies are selecting and engaging celebrities to work with. Backed by independent online research, the findings demonstrate the impact social media is having on celebrity engagement and assess how the future market is shaping up.</p> <h2>Read to discover:</h2> <ul> <li>Global celebrity engagement practices.</li> <li>Expert opinions and findings from leading voices in the industry.</li> <li>Budgets and predicted growth.</li> <li>The impact of social media.</li> <li>Priorities and tactics.</li> <li>Current and future trends.</li> </ul> <h2>About Celebrity Intelligence</h2> <p><a href="https://www.celebrityintelligence.com/#/">Celebrity Intelligence</a> is the ultimate celebrity engagement tool. We are the industry's only tool providing celebrity contacts, in-depth celebrity profiles and intelligence, celebrity events information and a live Buzz Index of 'who's hot and who's not' all in one place.</p> <p>Covering film, TV, music, fashion, sport and more, we provide everything you need to know to make intelligent decisions about which celebrities to work with, when and why.</p> <p>To find out more about Celebrity Intelligence, or for more information about the report, please contact Centaur Marketing's Content Marketing Manager, Priyanka Mehra Dayal, at priyanka.mehra-dayal@centaurmedia.com. <br></p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:BlogPost/67953 2016-06-15T11:36:40+01:00 2016-06-15T11:36:40+01:00 How Lush Cosmetics uses word-of-mouth marketing Nikki Gilliland <p>After all, it is a retailer that does not advertise on traditional media, nor is it totally mainstream like its rival the Body Shop.</p> <p>But now with a three-storey flagship slap-bang in the middle of Oxford Street, Lush certainly appears to be making the most of its cult following.</p> <p>On the back of <a href="https://econsultancy.com/blog/67158-why-lush-is-the-undisputed-master-of-b-commerce/">last year’s website comparison</a>, and in the run up to the <a href="http://www.festivalofmarketing.com/awards/categories?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Masters of Marketing</a> (deadline for entry this Friday, June 17th), we thought we’d take a look at how Lush has gone from a small ethical cosmetics company to a high street behemoth.</p> <p>Here are four ways Lush has executed a winning <a href="https://econsultancy.com/training/courses/digital-content-strategy/">content strategy</a> through non-traditional methods.</p> <h3>Brand values and identity</h3> <p>Since it first began in 1995, Lush has always prided itself on its ethical principles.</p> <p>From minimal packaging to protests against animal testing – it has become just as well-known for its charitable endeavours as its use of organic ingredients.</p> <p>Undoubtedly, these core values of honesty and positivity have enabled the brand to build a large and loyal fan base. </p> <p>As well as promoting good causes, Lush also practices what it preaches, with 100% of the earnings from its ‘charity pot’ body cream going to environmental, animal protection and human rights organisations.</p> <p>Similarly, by focusing on grassroots charities, it further emphasises its position as being a friend to the little guy.</p> <p>Ultimately, any purchase from Lush comes along with the reassurance that it’s from a brand that truly cares. And there’s no denying that this is an incredibly powerful (and persuasive) notion for consumers.</p> <p><img src="https://assets.econsultancy.com/images/0007/6090/Lush_Charity_Pot.PNG" alt="" width="780" height="305"></p> <p><iframe src="https://www.youtube.com/embed/it2ADEr_rEo?wmode=transparent" width="700" height="424"></iframe></p> <h3>Unique copywriting</h3> <p>Alongside its core values, Lush is famous for its unique and quirky <a href="https://econsultancy.com/training/courses/online-copywriting/">copywriting</a>. </p> <p>In recent years, the brand has ramped up its efforts in this area even more, with <a href="https://econsultancy.com/blog/62713-six-things-to-consider-when-writing-product-descriptions/">product descriptions</a> becoming a huge focus of its online shop.</p> <p>Using an unashamedly flowery and funny tone of voice, Lush’s copy combines both puns and rhymes with practical information. </p> <p>From ‘You’ve Been Mangoed’ to ‘Granny Takes a Dip’, the names of the products also range from the predictable to the rather ridiculous. Yet somehow, it still works.  </p> <p>The style is nothing if not consistent, with similarly punny headlines being found throughout the website and blog, as well as a similar style on social media. </p> <p>It is not everyone’s cup of tea of course, but it is certainly distinctive.</p> <p><img src="https://assets.econsultancy.com/images/0007/6091/Lush_Copy_2.PNG" alt="" width="700" height="417"></p> <p><img src="https://assets.econsultancy.com/images/0007/6092/Lush_Copy.PNG" alt="" width="665" height="469"></p> <h3>Influencer marketing</h3> <p>In recent years, YouTube has turned out to be one of Lush’s most effective marketing channels. </p> <p>Despite uploads on the brand’s own account being surprisingly rare, mentions from a number of influential internet personalities has meant that it has still enjoyed valuable exposure.</p> <p>With the likes of Zoella and Tanya Burr declaring their undying love for the brand in endless ‘Lush hauls’, the store has garnered millions of new customers as a result.</p> <p>There’s no denying the power of this word-of-mouth marketing. Despite the world of influential advertising becoming <a href="https://econsultancy.com/blog/67923-influencer-marketing-is-becoming-a-joke-what-can-brands-do-about-it/">increasingly murky</a>, most of Lush's endorsements do appear to be organic (with many videos appearing during the early days of YouTube).</p> <p>With millions of subscribers, personalities like Zoella are able to influence buyer behaviour far more than most other forms of advertising - a fact that has certainly gone in Lush's favour.</p> <p><iframe src="https://www.youtube.com/embed/lJDOtzCHXKo?wmode=transparent" width="854" height="480"></iframe></p> <h3>User-generated content</h3> <p>Lush doesn’t only put effort into growing its customer base. A big reason behind its success is its focus on building a relationship with its audience.</p> <p>By talking to customers on Twitter, Instagram and Facebook, Lush maintains a continual cycle of conversation and engagement. </p> <p>Using hashtags such as the popular #lushtime, it encourages customers to share their own personal Lush experiences, in turn building the brand's community.</p> <p><img src="https://assets.econsultancy.com/images/0007/6094/Lush_Instagram.PNG" alt="" width="780" height="634"></p> <p>A further example of how the brand uses content to elevate the <a href="https://econsultancy.com/reports/customer-experience-statistics/">customer experience</a> is the 'Lush Kitchen'.</p> <p>By creating a limited number of online-only products, it aims to offer a personalised and exclusive service.</p> <p>Far more appealing than a standard shopping experience, it automatically encourages shoppers to recommend it to their friends or post about it online.</p> <p><img src="https://assets.econsultancy.com/images/0007/6095/Lush_Kitchen.PNG" alt="" width="730" height="461"></p> <p>Lush is a brand that promises far more than just a good bubble bath.</p> <p>With its passionate values, distinct style and positive community, it ensures customers are more than happy to spead the word.</p> <p><em><strong>Don't forget to get your <a href="http://www.festivalofmarketing.com/awards/categories?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">entries in for the Masters of Marketing</a> awards before the deadline on 17th June. </strong></em></p>