This was discussed at "Influencer Marketing Bootcamp" conducted by HelloMeets at CoWorkIn's office in Delhi. Speaker & Presenation by: Ipra Sachdeva, Manager- Influencer Marketing at Times Internet -Prior to this she was handling Influencer Marketing at Momspresso -She leads social Influencer marketing strategy for clients & is responsible for social media and influencer analysis, influencer outreach & building strong relationships with digital influencers through conversation seeding programs across social media platforms and regular communication. Presentation includes: -Who is an Influencer? -Influencer across Categories -Influencer Marketing: The New King of Content? -What is Video Content? -Is Video Content the new King of Influencer Marketing? -What to look for in an Influencer Program? -Examples of Influencer Marketing Campaigns that Worked

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SOLUTIONS

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SOLUTIONS
@mostlysane
@bruisedpassports
@sherryshroff
@akanksharedhu
@bhuvanbam
@AIB

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Who is an Influencer?
We recognise these faces from our social media feeds and call them “influencers” but do we
really understand their role?
ALLOW ME TO BREAK IT DOWN FOR YOU!
An Influencer is a user on social media who has
established credibility in a specific industry.
He/she has access to a large audience and can
persuade others by virtue of their authenticity
and reach.
Therefore, “Influencer marketing” could be defined
as an approach that seeks to maximize the
effectiveness of efforts by focusing on using key
leaders to drive your brand’s message to the larger
market.
“Real people are relatable.”

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Like an Endorser, Yes or No?
-Yes, because they do end up using
your product or service and letting
people know about how good it is.
-No, because endorsers are valued
for their overall celebrity and not
their particular expertise and
rhetorical clout within certain
limited circles.

6. Influencers Across Categories
Brands look for reaching every possible demographic, across genres that give them the ability
to deliver content to an unprecedented reach of engaged consumers.
.
Lifestyle
Gadgets and
Tech
Fashion
Travel
Food
Art
&Photography
Beauty &
Skincare

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SOLUTIONS
Influencer Marketing: The New King of Content?
The New King of Content
“Real people are relatable.”
Whenever we make a decision to spend our money on something that is unproven we are
seeking some kind of proof or assurance that it will be a quality and good experience, which
is why we rely on what other people say about it.
Customers turn to influencers because they look for advice and recommendations that are
genuine.

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Influencer Marketing: The New King of Content?
49% of consumers report relying on recommendations from influencers when making purchasing decisions.
67% of marketers plan on increasing their influencer marketing budget over the next 12 months.
Brands earn an average of $7.65 Earned Marketing Value per $1 spent on influencer marketing, delivering 11x the
ROI than traditional digital ads.
DID YOU KNOW?
Hit Bull’s Eye
Influencers place offer in the most
effective environment in front of the
targeted audience, i.e. social media.
Antidote to Ad-Blocking
With the drop in the annoying pop ups,
pre-rolls, autoplay sidebar video banners
etc, advertisers can now count on
influencer marketing for their consumer –
relationship issues
Works on Consumer Behaviour
People believe more on what
they hear from regular people,
instead of what the brand
ambassadors say.
Sources: Maverick, ION, Influencer Marketing Hub 2016

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About Video Content (As per Facebook)
Video is the most influential type
of content when discovering
entertainment content online
56% of the content that we
consume online is video
53% views on Instagram and FB
come from shares
4 billion
video views
daily on
Facebook
53% of video views daily
come from shares
75% video
views
happen on
mobile

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Is Video Content the new King of Influencer Marketing?
https://www.youtube.com/watch?v=FjtSZvFfNkU

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What to look for in an Influencer Program
Converse, not broadcast
Aim at ditching the script to
understand that network
engagement is more
important than network size.
Tailor your approach to a
specific influencer
One size doesn’t fit all
influencer : study the audience
by identifying the goal for our
campaign
Nurture relationships with
them
Play the long game of
earning trust and
sustaining connections to
unlock the potential value
of your influencers.
Measure Success
Measure success against your
business goals (awareness, lead
generation, sales, advocacy) by
tracking metrics (Google Analytics,
CRM/Sales, Social media shares)

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Where are we going wrong?
Bloggers and influencers are used
indiscriminately, purely for reach
and as an extension of the
marketing mix
Resulting in:
- No real and meaningful engagement
- Reduced credibility
- No brand-led loyalty

13. Need of the hour
- To post at the right time
- To post for the right brand
- To use relevant hashtag and expand your
reach
- To analyse, target and reach right audience
- To revamp, innovate, express with relevant
content
-To build a community of genuine followers
Influencer who doesn’t advocate a brand
passionately will be less effective in influencing
purchase decision than a passionate and
enthusiastic blogger who has a smaller number of
followers.
The implication is that, in order to tap into the
influence of popular influencers, it is first necessary
to convert them into brand advocates.
Contextual Communication Brand Advocacy

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Influencer Marketing Campaigns that Worked
Sperry Boat Shoes
GAP
NAKED JUICES
GLOSSIER