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WORKSHOP: Influencer Marketing - 3XE Digital

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3XE Digital Proudly presents:
Nicole Owens, Digital Account Manager & Mei Ling Tong, Digital Account Executive at Connector

The buzzword of 2016, and a trend which is going to continue right throughout 2017, will see an increasing number of marketers turning to influencers to help combat ad avoidance, bring fresh creativity to their marketing and help their brand resonate with the social media generation.

With influencer spending increasing, more easily measurable results and outreach getting easier, this is the perfect opportunity for you to join Connector, the leading influencer marketing agency in Ireland, to learn how to plan, execute and measure campaigns with influencers!

**presentation is NOT for commercial use**
For more info visit: www.3xedigital.com

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WORKSHOP: Influencer Marketing - 3XE Digital

  1. 1. © Connector 2017 Influencer Marketing Masterclass
  2. 2. © Connector 2017 © connector.ie 2017 2 IVAN ADRIEL H E A D O F D I G I T A L Ivan Adriel is a digital strategist at Connector. He has developed multi-faceted strategies as well as writing, designing and researching for global brands like HBO, MTV, Citibank, Allianz, Sony, Telefonica, Huawei, 3M and Uniphar while working throughout South America and Europe. Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK. Ivan has also studied Innovation Strategy at Harvard University, Data Analysis at General Assembly and Leadership at Hyper Island. Ivan Adriel has been working in the advertising and innovation industry since he was 14 years old.
  3. 3. © Connector 2017 Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector. Award winning Fashion and Beauty blogger, Mei Ling helps to strategize and to coordinate all our influencer campaigns, contributing with a singular view of the two sides of the process. Self-taught at many skills from design to community management, Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions. MEI LING TONG
  4. 4. © Connector 2017 WTF IS INFLUENCER MARKETING? Influencer Marketing is the process of identifying, researching, engaging and supporting the people who create the conversations impacting your brand, products or services.
  5. 5. © Connector 2017 WHY IS IT GROWING? 1 Ad avoidanc e 3 Influencers are key sources of content 4 It’s getting easier to connect with influencers 2 Increased Social Ad Spend2 0 % USING ADBLOCK 0.06% CTR WORLD € 5 0 . 8 M in 2016 H1 over 2015 H1 130% SOCIAL MEDIA DISPLAY €20.8M in 2016 H1 over 2015 H1 89% SPEND ON DIGITAL VIDEO
  6. 6. © Connector 2017 WHY DOES IT MATTER? We trust friends, colleagues and experts more than advertising
  7. 7. © Connector 2017 WHAT MAKES AN INFLUENCER?
  8. 8. © Connector 2017 WHAT MAKES AN INFLUENCER? Audience Filters Trendsetters
  9. 9. © Connector 2017
  10. 10. © Connector 2017 Traditional Media Online Community Leaders & Experts Influential Fans
  11. 11. © Connector 2017
  12. 12. © Connector 2017 Stuart O’Keeffe 16.6K Rozanna Purcell 71.1K
  13. 13. © Connector 2017 CONTEXT DEFINES WHO MATTERS INFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN.
  14. 14. © Connector 2017 HOW TO MAKE INFLUENCER MARKETING STRATEGIC
  15. 15. © Connector 2017
  16. 16. © Connector 2017 1 2 3 4 U N A W A R E A W A R E D E C I D I N G P U R C H A S I N G HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES?? She is unaware of your offering She becomes aware & is open to more information She weighs alternatives & compares options. She decides to buy your offering.
  17. 17. © Connector 2017 Unaware Aware Deciding Purchase Just started Crossfit. Didn't realize normal tennis shoes were "bad" for this sport. Learning about new criteria for shoes. Asking questions. Searching online. Ready to buy. Comparing options. Subconsciously looking for "personality fit" Ready to buy. Subconsciously looking for an experience. WHAT IS YOUR BUYER’S SITUATION?
  18. 18. © Connector 2017 Unaware Aware Deciding Purchase How do I lift properly at Crossfit? What’s good form? What are the right shoes for Crossfit? What about shape, comfort, feel? Where can I find Crossfit shoes? How do Nike shoes work for Crossfit? How about different colors, feel, sturdiness? WHAT ARE YOUR BUYERS TALKING ABOUT?
  19. 19. © Connector 2017 Unaware Aware Deciding Purchase Coaches Experience practitioners Experienced practitioners in person and online People who have already purchased the product Brand representatives WHO INFLUENCES YOUR BUYER?
  20. 20. © Connector 2017 KARL O'SULLIVAN PERSONAL TRAINER & NUTRITION COACH ROB LIPSETT ATHLETE / WEBCELEBRITY KARL HENRY AUTHOR / BROADCASTER DIFFERENT INFLUENCERS Unaware / Aware Aware Deciding / Purchase
  21. 21. © Connector 2017
  22. 22. © Connector 2017
  23. 23. © Connector 2017
  24. 24. © Connector 2017 HOW TO ENGAGE INFLUENCERS?
  25. 25. © Connector 2017 ? ? ? ? What’s their core motivation? Where would they see value in interacting with your brand? What kind of initiative would bring meaning to them? What will you do to connect these dots?
  26. 26. © Connector 2017 TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES Seasonal Campaign Seasonal Campaign Impact
  27. 27. © Connector 2017 ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS Seasonal Campaign Seasonal Campaign Impact
  28. 28. © Connector 2017 A listening program will be a core and consistent component Gather and act on intelligence from your listening program Engage with influencers regularly Content will be central to your influencer outreach program
  29. 29. © Connector 2017
  30. 30. © Connector 2017 1 2 3 4 The core of an influencer program rests on one word: relationships A good listening dashboard is a great tool for successful engagement Successful influencer programs are ‘always-on’ Always-on programs help move influencers along the engagement ladder 5 Successful influencer programs involve different marketing disciplines
  31. 31. © Connector 2017 HOW TO MEASURE INFLUENCER MARKETING?
  32. 32. © Connector 2017
  33. 33. © Connector 2017 HUAWEI & THE SNAPYS HUAWEI 70 48 23 6 8 HUAWEI (SNAPYS) 84.43 88 64.68 33.2 10.92 SAMSUNG 96 91 64 38 34 Awareness Familiarity Consideration Preference Primary use
  34. 34. © Connector 2017
  35. 35. © Connector 2017 DIGITAL INFLUENCERS
  36. 36. © Connector 2017
  37. 37. © Connector 2017
  38. 38. © Connector 2017
  39. 39. © Connector 2017
  40. 40. © Connector 2017 WORKSHOP
  41. 41. © Connector 2017 The next part of the session is our influencer workshop. We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them. INFLUENCER WORKSHOP
  42. 42. © Connector 2017
  43. 43. © Connector 2017 CONTACT connector.ie team@connector.ie + 353 1 906 0006 Twitter: @connector 18 Eustace Street, Temple Bar, Dublin 2
  44. 44. Slide 43 13 Update Mary , 18/02/2016

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