Social Media Week 2015

karthi24k

karthi24k

In.linkedin.com/in/kumarkarthik

kprabala9

karthi24k

• Who is an influencer?

• Attributes

• How do you find them?

• What should an influencer do?

• Examples and case studies

• Measurement

AGENDA

the ability to get others to take action.

- Joe Fernandez

CEO, Klout

INFLUENCE

CELEBRITY

MARKETING

MOMMY BLOGGERS

SOCIAL INFLUENCER

• Expert

• vlogger

• Micro blogger

• Instagram

• Facebook

• Employee

• Consumers

NOT JUST BLOGGERS!

People want

to engage

with people

• Passionate about something

• Are knowledgeable about the same

• Followers trust them

• Can influence their followers

• Publish content that users can relate to

• Strong social following

ATTRIBUTES OF AN

INFLUENCER

Reach

Credibility

Salesmanship

• Awareness

• Actions

• Results

WHAT DO

INFLUENCERS DO?

Social Networks Influence 74% of

Consumers’ Buying Decisions

(Source: SproutSocial)

Influence = Audience Reach x Brand Affinity x Strength of Relationship with Followers

- Kyle Wong

DEFINE YOUR

INFLUENCER

• Relevance • Audience • Engagement • Search Rankings • Klout

Popularity ≠

Influence

• Manual Search

• Klout score

• Influencer identifying platforms

HOW DO YOU FIND

THESE “SOCIAL

INFLUENCERS”?

WHAT SHOULD

INFLUENCERS CARE

ABOUT?

• Product Fit

• Product Familiarity

• Brand Values

• Work Involved

• Compensation

• Audience feedback

CASE STUDIES

• Professional Surfer

• For Ferragamo

• #Eleganzais

• $$$

SALVATORE FERRAGAMO

#MyKaiPoCheDream If not getting@mercedesbenzind for a weekend, How about dreaming for a @audiin for a week. No dreams shud come small,right? (@tinucherian)

KAI PO CHE

CLUB MED –

MISS MALINI

• Widened reach

• Avg. of over 3 minutes on the website

• Increase in number of inquiries

• What drove traffic

• How many new followers

• How many subscriptions

• How many enquiries

• Conversion tracking

RETURN ON INFLUENCE

• Influencer marketing as a dedicated marketing module

• Streamlined processes to reach out to influencers

• Uniformity in expectations of similar influencers

• Advertisements targeting influencers

MOVING

FORWARD…