#Winning with Influencer Marketing

We have seen influencer marketing go from being a ‘nice to have’ to being an integral part of the marketing mix, over the last few years

By Rahul Titus | March 20th, 2017

 

Google classifies the term as a “Breakout,” meaning that the keyword is experiencing growth greater than 5000% – brands really wanted to get it right.

But with over 82% of marketers using influencers as part of their campaigns in one form or another, winning in this space is not as easy it looks.

Here are a few tips to navigate the changing landscape of influencer marketing –

Empower the content, don’t disturb it

Nobody knows their audience better than the influencer. Work with them to find out the best way to create content that works for their audience.

If they tell you that listing out the features of your product on their Instagram feed is not going to go down well with their audience, the chances are that they are probably right!

Give them the creative freedom to interrupt the brief in a way that works for both their audience and the brand.

Connect the dots

Influencers work across multiple channels and multiple platforms.

With more brands adapting a systems not silos thinking, we are seeing some truly integrated campaigns that touch multiple points from SEO to experiential and everything in between.

With more influencers going beyond YouTube, it is crucial to use paid media both online and offline to help maximise the system – optimise the bigger picture to increase ROI.

Say no to #OneHitWonders

Consistency opens the gates to scalability.

To see an impact in the real world, make sure you have a long term influencer strategy that goes beyond commissioning one off videos and Instagram posts.

Invest the time into finding an influencer who is recognisable by the target audience, adds credibility to the product, and are culturally relevant. Work with them across multiple projects and make them an integral part of your content strategy to really see an impact on business KPIs.

Disclose with pride

Make sure you follow the disclosure rules set out by the ASA (in the UK) and FTC (in the US) to avoid being penalised.

There is enough evidence out there to prove that influencer audiences understand how branded content works.

Trying to flaunt these rules only angers the audience and could have a negative impact on brand perceptions.

Work with the ‘right’ influencer

Pick influencers objectively instead of subjectively – use the data to find the right fit for the brand.

Influencer marketing is a two way stream, so getting this right is crucial. MediaCom’s proprietary influencer identification tool, Digital Influence Score (DIS) rates an influencer on a scale of 1-100 across three pillars – Search, Social and Content – to help identify the right influencer for a campaign, by tapping into more than 50 qualitative and quantitative data touch points.

This level of rigour ensures our brands only work with the right influencers for their needs.

Measure everything

Influencer marketing can deliver beyond views.

Make sure you measure results in a way that makes sense to the business. Use wider brand and performance KPIs to make sense of what this channel brings to your brand – it could be SEO KPIs like traffic to website or sales driven KPIs like offline POS consideration.

Micro-influencers will add scalability

Though no clear definition delineates “micro-influencers” from traditional influencers, an influencer with a relatively small follower base (fewer than 10,000) would usually fit the bill.

Their audience tends to be highly engaged and they offer a higher ROI when compared to traditional influencers. Work with these micro-influencers to add the much needed breadth to influencer marketing programmes and make them scalable.

Think medium, not platform

Influencer marketing is a medium, not a platform.

Think beyond the usual YouTube videos or Instagram posts to really make this channel work for you. Facebook Live, SnapChat Spectacles, AI, Podcasts etc. all are channels that have been untapped in this space.

As more brands get into this cluttered marketplace, doing something different will help you stand out.

 

Follow @weareMBA on Twitter for more news and information on the work we do

 

 


Bring the noise In a world of mobile and second screening, much of our content consumption is done in silence, especially on social. But Facebook are hoping to change that. We asked, will sound-on video, fall on deaf ears? Want to land that sponsor? Be in the solutions business Finding Your Thing and Fuelling Your Passion AR you READY? It all started with a first date! In 2016 Thomson renamed its Couples holiday range to Sensimar and with this change came a higher standard of product offering to their customers Is content still king in the world of SEO? It’s safe to assume everyone is familiar with the phrase “Content is King”, but with Google’s ever changing algorithm and a post Penguin world, is this still true? It’s a match! What online dating can teach brands about agency value The stigma of dating apps has somewhat dissipated in the last few years – paving the way for more daters, more user profiles, more “hey’s”… more “hi there’s”… less luck. Why women’s sport can deliver big results for brands While it may not offer the scale of many male sports, investing in women’s sport can offer an opportunity for brands to engage with people in more innovative and emotional ways… DIET COKE BREAK: INNOVATING IN INFLUENCER MARKETING DIET COKE LAUNCHES THE DIET COKE BREAK – THEIR FIRST INFLUENCER PARTNERSHIP TO CREATE A SERIES OF FUN, INTERESTING AND USEFUL BRANDED VIDEOS Who still cares about Virtual Reality? Here’s why brands should… The dust around VR has settled since the beginning of the year. What happened to the hype technology that was about to change the world? We need ad funded programming to work JUST BEFORE CHRISTMAS THE FOUR-PART CELEBRITY CYCLING SERIES, TOUR DE CELEB, CAME TO AN END. SMASHING C5’S TARGET RATINGS FOR ABC1S AND 16-34S WAS A GREAT RESULT. THIS WAS, AFTER ALL, AN AFP. "We’re not going to get a chance to get people to remember much about us" I have to admit that the below isn’t my theory. Instead it’s based on a compelling article I read by J Walker Smith, the executive chairman of Kantar Futures. The Social Media Trends to look out for in 2017 Year on year, social platforms evolve at an accelerated rate to suit business and consumer needs. 2016 showcased this well with the likes of Vine and Meerkat winding down, while Facebook, Instagram and Snapchat boomed. Are eSports Taking Centre Stage? eSports by nature is a hugely fragmented marketplace comprising of publishers, games, events, leagues and teams which each come with their own opportunities TOUR DE CELEB: RIDING HIGH WITH SKODA ON CHANNEL 5 BUILDING ON SKODA'S LONG STANDING ASSOCIATION WITH CYCLING, MEDIACOM BEYOND ADVERTISING LEVERAGED A UNIQUE OPPORTUNITY WITH STV PRODUCTIONS AND CHANNEL 5 TO PRODUCE AN ORIGINAL TELEVISION SHOW COMBINING THE INTENSE RIGOUR OF PROFESSIONAL CYCLING WITH AN ENTERTAINING NARRATIVE AND A MONUMENTAL CHALLENGE FOR OUR WILLING PARTICIPANTS MEDIACOM & CLOUDY BAY LAUNCH SECOND INSTALMENT OF SECRET SESSIONS EMOTIONAL TRUMPS RATIONAL Paving the Cow-path of Social Purpose Could contributing to a greater good be a shortcut to a success for brands? MediaCom and Cloudy Bay launch Secret Sessions Don’t worship false idols (and such other religious references) What makes a successful online marketing campaign? Pay attention, get attention - Part 2 WHEN IT COMES TO CRAFTING EFFECTIVE CONTENT, THERE IS NO ONE SIZE FITS ALL SOLUTION. WHAT MIGHT SHINE ON ONE PLATFORM MAY GET LOST ON ANOTHER. IF YOU WANT WIN BIG, IT’S TIME TO SWEAT THE SMALL STUFF. Pay attention, get attention IN A WORLD WHERE ATTENTION SHIFTS QUICKLY, WE HAVE TO GET CREATIVE TO CAPTURE IT AND TURN IT TOWARDS OUR BRANDS. BUT A GREAT IDEA CAN SINK OR SWIM BY ITS DELIVERY; THE DEVIL IS IN THE DETAIL. 5 Cameras, 4 artists, 1 new Volkswagen Up! Get behind the wheel for‪ #‎Li5tenup‬! All the sessions from The Salon in Austin are now live! The Salon in Austin Video Sessions MediaCom & Westpac launch #UnstoppableSquad to inspire millennials to be unstoppable Social led campaign to showcase inspirational Aussies living unstoppable lives The Salon Revisited: The Key Learning's We've Taken Away With Us From Our SXSW Fringe Event WE’VE WRAPPED THE SALON FOR ANOTHER YEAR AND HAVE PUT TOGETHER A PIECE THAT REVEALS THE HIGHLIGHT MOMENTS & KEY INSIGHTS FROM OUR FUTURE FACING SUMMIT ‘HELLO TOMORROW’ IN AUSTIN, TEXAS, WATCH THE HIGHLIGHTS FROM AUSTIN TO SEE HOW WE CAN HELP SHAPE YOUR BRAND’S CONTENT STRATEGY….NOW WE’LL START TO PLAN NEXT YEAR! MediaCom Beyond Advertising LA & Tempur-Pedic ask couples to recall their first time The innuendo filled comedic campaign uncovers the memorable details The Salon 2016 Day Two Highlights with Tumblr, Not Impossible, Pavegen and More! Day 2 at The Salon saw us play host to pioneers who are changing the world. We were humbled, moved and inspired by Mick Ebeling, Laurence Kemball-Cook and Giles Rhys Jones amongst others, followed by an exclusive performance from JP Cooper in the yard. The Salon 2016 day one highlights with Yahoo!, Spotify and more HERE ARE ALL THE BEST MOMENTS FROM DAY ONE AT THE SALON. WE HAVE, AMONGST OTHERS, RICH FRANKEL OF SPOTIFY, TWITTER'S KUNUR PATEL AND BEN DEITZ OF VICE DISCUSSING WHAT TOMORROW WILL BRING. THE ONLY THING WE DON'T HAVE, APPARENTLY, IS SOCKS... MediaCom & realestate.com.au capture milestone moments for first time renters through new ‘Beg, Blag, Borrow’ campaign MediaCom & realestate.com.au celebrates a rite of passage of young Australian adults via a digitally led campaign The Salon returns to SXSW to say ‘Hello Tomorrow’ MediaCom & SunWater Queensland partner to create a life saving campaign directed at Aussie teenagers THE ARMY: FOUND YOUR DREAM JOB YET? British Army and Time Inc join forces to explore opportunities available for women MediaCom Beyond Advertising's Amy Roebuck recognised in M&M Global's 'Meet the Millennials' Having overseen several brilliant projects in 2015, Amy starts 2016 by being recognised as one of the brightest young people in the advertising industry... The biggest advertising trends of 2015 and what 2016 has in store MediaCom Beyond Advertising have been reflecting on the past year and speculating what is to come in 2016. Air Rescue back on the radar for series three on Channel 7 'Three things' with Tom Curtis and MBA UK: Nikon, Sony and creative instagramming Head of MBA UK, Tom Curtis, talks about some of the brilliant projects coming out of London, the long term future of content and why his son, Dom, is an aspiring creative genius... MBA Global Head James Morris wins Drum Content Marketer of the Year James won big at the inaugural Drum Content Awards in London... Sony Mobile and Red Bull: a ground breaking partnership Red Bull Media House’s awesome new riding film has been released in partnership with Sony Xperia Z5 Premium... MediaCom & Chandon raise a toast to Australians living life unplanned Agencies, brands or publishers? Who owns content? Creator Networks – what, why and how? MBA's Libby Wright explores the role of Creative Networks... The Creative Trail by Nikon Why the decline of the dot-com is making way for the rise of content Nikon and The Telegraph create 'The Moment' Why collaboration is vital for content marketing to deliver amazing results Why the future of advertising is human Although technology is changing our world, its still a world populated by real life people. This means businesses need to increasingly consider their role in society in order to be successful... Three reasons why media agencies are the future ‘Love your car’ with Shell and The Telegraph MediaCom appoints Simon Jarosz as new Creative Director, as Shelby Craig sets up specialist division in L.A. A global expansion of MBA sees Craig return home to L.A, as Jarosz takes over national role based in Sydney. What we can learn from Jess Ennis-Hill and Usain Bolt about pitching for new business SEE HOW THE WORLD CHAMPIONSHIPS HAS INSPIRED OUR MBA CONTENT LEAD, SUSIE DABBS, AND MADE HER REALISE THAT PREPARING FOR A PITCH IS A LOT LIKE PREPARING FOR A SPORTING EVENT.. I Am Different with Nikon and Factory Media Insight Work that Works Rugby World Cup - What does it mean for brands? 'I Can Hear Things Others Can't' Silent Disco with Sony MBA & Biore create a spa haven for Splendour in the Grass festival go-ers MediaCom & Biore create a spa haven for festival revellers Why defining the role of branded content is so vital Content. Everyone’s talking about it, lots of people are doing it, but only a handful are doing it well... New brief? Why not embrace your inner hipster Have you heard that joke about Hipsters? You know the one... "Why does a hipster always burn their mouth when they drink coffee? Because they drank it before it was cool..." Cannes Lions 2015: MediaCom Beyond Advertising picks up three awards Taco Bell Canada Launches the Quesarito in Epic Style 'Three things’ with Morten Kristensen and MBA Denmark: distribution, programmatic and the Chicago Bulls MediaCom Denmark CEO, Morten Kristensen, talks about the challenges that 2015 has presented – including how best to distribute the great content we produce and how to get over the Chicago Bulls losing in the NBA Playoffs… The Festival of Media Global Awards: MBA picks up five wins It was a successful evening in Rome for our teams from Germany, Norway and Australia... MBA Australia bag two awards at the Festival of Media Asia Pacific Following a brilliant 2014 in Australia, MBA have begun 2015 where we left off by winning two awards for our work with Queensland Heath and beyondblue… ‘Three things’ with Gemma Hunter and MBA Australia: success, innovation and shoes! Executive Creative Director and Head of MBA Australia, Gemma Hunter, discusses becoming BEfest's 2014 Content Marketing Agency of the Year, an innovative Audi campaign and her life outside of work... 'Three Things' with James Morris: the Cristal Festival, the future of content and Christmas shopping