Más contenido relacionado La actualidad más candente (20) Similar a WORKSHOP: Influencer Marketing - 3XE Digital (20) Más de Eduardas Gricius (10) 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. © 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. © 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. © 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. © Connector 2017
WHY DOES IT
MATTER? We trust friends, colleagues and
experts more than advertising
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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. © 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. © 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. © 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. © Connector 2017
KARL O'SULLIVAN PERSONAL
TRAINER & NUTRITION COACH
ROB LIPSETT
ATHLETE / WEBCELEBRITY
KARL HENRY
AUTHOR / BROADCASTER
DIFFERENT INFLUENCERS
Unaware / Aware
Aware Deciding / Purchase
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?
27. © Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE
EVERY TOUCHPOINT TO BUILD
RELATIONSHIPS
Seasonal
Campaign
Seasonal
Campaign
Impact
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
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
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
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
