what influencers should know about sponsors

mediacorp.sg

Hi, I’m Miguel.

29 November 2017 1

mediacorp.sg 29 November 2017 2

So you want to be an Influencer…

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Top 5 Things Influencers Should Know When Working with Sponsors

Miguel Bernas

November 2017


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#1 Know the value of influencer marketing


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Be aware of the Basics: Marketing Mix

29 November 2017 5

THE 4 P’S OF

MARKETING

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Your content is part of a larger Media Mix

29 November 2017 6

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Learn the value of Social Media / Influencer marketing

• Influencer Marketing is the fastest-growing customer acquisition channel

• 92% more likely to trust their peers over advertising when it comes to purchasing decisions

• Influencer marketing has 11 times the ROI of a banner advertising campaign

• Marketing-inspired word-of-mouth generates more than twice the sales of paid advertising

29 November 2017 7Source: Tomoson Research, Nielsen, McKinsey.

http://www.adweek.com/digital/survey-tomoson-influence-marketing-budgets/#/

https://digitalintelligencetoday.com/word-of-mouth-still-most-trusted-resource-says-nielsen-implications-for-social-commerce/

https://www.forbes.com/sites/kylewong/2014/09/10/the-explosive-growth-of-influencer-marketing-and-what-it-means-for-you

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Remember: People trust “peers”

29 November 2017 8

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People are getting sick of ads

929 November 2017Source: PageFair

https://www.slideshare.net/pagefair/methodology-71460616

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Questions to ask:

• What other promotion is the client doing?

• Have the client worked with influencers before?

• Who does the client think has done a really good influencer campaign?

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#2 Know the Brand and the Organization

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Basics: The 7 P Marketing Mix

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Typical Client Organization

CEO

Chief C ommercialOfficer

Chief Operations Officer

Chief Technology Officer

Chief Product Officer

Chief Marketing Officer

Corporate Communications

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Typical Marketing Organization (Local)

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CMO

Product Marketing

Product 1

Product 2

Product 3

Marketing & Communications

Paid Advertising

Below-the-Line

Ad Agencies

Loyalty & Retention

eDMs

Loyalty Programs

Customer Segmentation

Digital Marketing

Social Media

Performance Marketing

Digital Agency?

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Typical Marketing Organization (Regional)

Regional Marketing Head

Country 1 Marketing Head

Marketing Manager

Digital Marketing Manager

Local Agency


Marketing Executive


Product Marketing

Marketing & Communications

Loyalty & Retention

Digital Marketing

Local Agency

Regional Agency

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Questions to ask:

• What is the brand’s core value proposition?

• What are the brand problems they need to solve?

• Who is the key decision-maker?

• Who has the budget?

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#3 Know the Goals of the Program

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What role do you play in the Marketing Funnel?

Awareness

Consideration

Conversion

Loyalty

2029 November 2017

Get potential consumers to

know the brand exists

Help them make up their minds or

change their minds

Get them to buy…now

Make them feel good about their

choice

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Each channel plays a role in the conversion funnel

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Awareness

Discovery

Consideration

Visit website /

Convert or transact

Repeat user

Introduce your

new brand

Discover your brand through a trusted friend

In-depth information about your brand /

product

Conversion: user acts

on your call-to-action

User uses your product regularly; recommends

it to others

Display TV RadioPrint

ads

Shared

article

Social media post

Product

review

How-To

Video/s

Content

Marketing

CTA on

website

Description

in app store

Contact

Us form

Facebook

PageEmail

Newsletter

Loyalty

programme

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Sponsors expect to see Reach & Engagement

29 November 2017 22Source: Popular Chips – Influencer Marketing Analytics

https://popularchips.com/

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How Influencers are usually evaluated

• Reach (# of followers, unique views)

• Engagement rates (likes, shares, comments)

• Cost-per-Engagement

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Questions to ask:

• Which part of the marketing funnel does my content address?

• How does the client define my content’s ROI?

• What’s the one metric that really matters?

29 November 2017 24


#4 Know what your own brand stands for

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Have you defined your audience “persona?”

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Loyalty comes from Trust

Trust comes from shared Values

Values are told through Stories

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Why Values matter to Brands

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Have you defined your own Brand Voice?

29 November 2017 28

Friendly?

Expert?

Irreverent?

Girl-next-door?

Self-deprecating Comedian?

Stylish Diva?

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Example: The Weekly Planet

29 November 2017 29Watch this episode of The Weekly Planet

https://youtu.be/YD3A3AReQos

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Singtel’s #Need4GSpeed

29 November 2017 30Watch the series on YouTube

http://bit.ly/Need4GSpeed_Video_Playlist

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Questions to ask:

• What is my own value proposition?

• What is my own brand voice?

• Why does my audience follow me?

• What does my audience get from following me?

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#5 Know your audience better than anyone

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How well do you know your own audience?


Most influencers have bought Followers at least

once.Don’t be labeled a fraud

just to grow faster.


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How well do you know your own audience?


80% of SG Influencers have less than 40% local

followers.(Many APAC countries face

similar problems.)


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Know the value of your audience

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Prove your audience is made up of their most valuable target market!

Source: Popular Chips – Influencer Marketing Analytics


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Show you care about performance

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Know the best day of the week, time to post content for optimal engagement.

Reserve your best “inventory” for clients.



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Be proactive with previous campaign data

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Provide history of performance from

past collaborations. Prove you can deliver

results!



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Questions to ask:

• How does the client define their ideal target audience?

• How similar is my audience to their ideal?

• Why is my audience valuable to the client?

• How much do I really know about my own audience’s wants / needs?

29 November 2017 38

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Final Thoughts…

1. Start thinking about your “elevator pitch”

2. Decide how to define your own brand

3. Study industry metrics for influencers

29 November 2017 39

Thank you


Miguel Bernas

@phatfreemiguel

https://www.linkedin.com/in/miguelbernas/

https://twitter.com/phatfreemiguel

https://www.linkedin.com/in/miguelbernas/