tag:www.econsultancy.com,2008:/topics/blogger-outreach Latest Blogger outreach content from Econsultancy 2017-06-22T14:13:00+01:00 tag:www.econsultancy.com,2008:BlogPost/69164 2017-06-22T14:13:00+01:00 2017-06-22T14:13:00+01:00 Should sales be used to measure the ROI of influencer marketing? James Collins <p>According to research from Linqia, marketers are predicted to spend $50,000 - $100,000 per influencer marketing programme this year (doubled from 2016’s $25,000 - $50,000). If you’re spending big budgets, you need to know why you’re considering influencer marketing as part of your marketing mix, and how you’re going to measure it.</p> <p>This is something many marketers have been aware of for a long time: <a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing/">a recent Econsultancy report</a> revealed that measuring ROI on their influencer initiatives is the biggest challenge for 65% of marketers.</p> <p>So what’s stopping marketers understanding the value their influencer marketing activity is driving? There’s already a wealth of research out there on this fiercely debated topic – and there’s one question that comes up time and again: should influencers be judged on sales?</p> <p>The short answer is yes – if that’s what your objective is. To clarify:</p> <ol> <li>It depends on what you want to get out of your campaign. Marketing basics: start with your objectives and determine how you’re going to measure performance from there.</li> <li>As consumers are often exposed to brands and products through influencer marketing at the earlier stages of the buying cycle, measuring the impact on sales across the whole user journey – not just at the last click – is essential.</li> </ol> <h3>What do you want to achieve with your influencer marketing?</h3> <p>Understanding what you want your influencer marketing to achieve will not only shape the tactics used but also how it will be measured. </p> <h3>Raising awareness and reaching new customers</h3> <p>Many influencer campaigns are about awareness and brand positioning. Here, working with brand-relevant influencers that offer the potential of long-term partnerships and ambassadorship is key. Awareness has always been tricky to measure but things are getting more sophisticated. Tools now exist to help brands measure KPIs such as sentiment and share of voice, taking the understanding of performance beyond simple ‘reach’. </p> <p>Logically, brands want to raise awareness among their target audiences – those people who are likely to go on to become customers. One way to measure this is to look at how much new customer web traffic is driven by your influencer campaigns. Rakuten Marketing data shows that 84% of the revenue driven by content publishers (including influencer bloggers) is from new customers, indicating that they are effective at reaching new audiences.</p> <p>This data can then be used to generate positive KPIs, such as cost per new user. These stats can help build a stronger case for influencer activity as an effective means for new customer lead generation. </p> <h3>Engagement</h3> <p>Web traffic in general – whether that’s from new or existing customers – is still a common indicator of success for influencer marketing, with <a href="https://econsultancy.com/reports/the-rise-of-influencers/">The Rise of Influencers report </a>showing that 79% choose it as their most important metric. </p> <p>But how much can just looking at amounts of web traffic really tell you? Not a lot. It’s the action that consumers take once they visit your site that’s truly important. How long do they spend on your website? How many different pages do they visit? Are they visiting high value areas of your site, or did they just bounce and disappear? Measuring the onsite activity of those people referred by influencers gives more meaningful engagement metrics.</p> <p>Measuring engagement is about measuring the impact of your influencer marketing beyond sales and comparing it to other types of marketing. This type of measurement is particularly pertinent for retailers that don’t rely on ecommerce – for example, household brands stocked by supermarkets.</p> <h3>Sales and conversions</h3> <p>All that said, let’s not forget the importance of sales and revenue. Trying to get budget for campaigns that may not have a provable ROI is a huge pain point for marketers. According to another Econsultancy report – <a href="https://www.econsultancy.com/reports/the-new-face-of-luxury-maintaining-exclusivity-in-the-world-of-social-influence">The New Face of Luxury</a> – the biggest challenge to implementing influencer marketing for luxury brands (a key sector taking advantage of influencer marketing) is budget.</p> <p>When budgets become constrained, the activity that can’t be linked to revenue generation is commonly the first to be cut. But, as we’ve discussed, influencer marketing is often about raising awareness through aspirational content, with a view to generating purchases further down the line, rather than pushing immediate sales. </p> <p>Rakuten Marketing data backs up this hypothesis: it shows that content publishers, including influencers, start more converting customer journeys than any other affiliate publisher type. As well as this, of all the revenue driven by content publishers, 54% sits in the first position in the user journey.</p> <p>The visualisation below, based on aggregated data from Rakuten Marketing affiliate clients, shows that social networking and content publishers (two key channels for influencer marketers) commonly appear at the beginning of the user journey.</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0008/6666/affiliate-category-sales-funnel-small.jpg" alt="Affiliate category sales funnel" width="800" height="411"></p> <p>This demonstrates that if you are going to measure influencer marketing using revenue, analysing and reporting on data across the whole user journey, rather than just at the last click, is essential. </p> <h3>Understanding the multi-channel view and seeing incremental value</h3> <p>The need for better attribution to measure influencer marketing was cited as the most common request in eMarketer’s recent Measuring Influencer Marketing guide. This demand is only going to increase in line with the demand for better measurement of the ROI of influencer marketing.</p> <p>Using attribution and analytical tools that provide a multi-channel view across the whole user journey is essential to demonstrating the impact influencers have on sales. Having this view enables performance marketers to understand the value of influencers in the context of their other marketing channels, wherever they appear in the user journey.</p> <p>Even if the objective of your influencer campaigns is to increase brand awareness or engagement, being able to tie those newly engaged visitors back to sales further down the line will help give you the power you need to secure your influencer budget.</p> tag:www.econsultancy.com,2008:BlogPost/68815 2017-02-20T10:52:00+00:00 2017-02-20T10:52:00+00:00 Becoming an influencer: Notes from a fledgling travel blogger Nikki Gilliland <p>I recently caught up with Marion (while she was on a jealousy-inducing trip to Guatemala) to find out how she has generated such a large following, how she works with brands, and her thoughts on travel influencers in general.</p> <p><img src="https://assets.econsultancy.com/images/0008/3939/Marion_Payet.JPG" alt="" width="720" height="534"></p> <p>Here’s what she said.</p> <h4> <em>Econsultancy:</em> Could you start by explaining a bit about your blog and how you got into the industry?</h4> <p><em>Marion Payen:</em> I initially started my blog because of an interest in creating something more authentic than I was seeing elsewhere. </p> <p>I recognised that I could offer more than standard recommendations from huge companies like Lonely Planet. I mean, a brand like that might tell me to go to a specific market – but how will I know if it’ll provide me with anything unique or truly interesting? I’m more inclined to trust someone with a personal point of view rather than a book that’s been written for the masses. </p> <p>So, I aimed to build something based on the notion that if you like my lifestyle and the way that I am travelling, then you would like the recommendations I make too.</p> <h4> <em>E: </em>Did you start your blog with any knowledge of influencer marketing? </h4> <p><em>MP: </em>In terms of my own background, I started in the hospitality and travel industry in Florida, then I moved to London where I worked in retail – specifically ecommerce and digital marketing. </p> <p>This is how I knew I could offer something different from other travel websites, because I already knew many tricks of the trade. </p> <p>I had worked with influencers myself through affiliate channels, and had general knowledge of <a href="https://econsultancy.com/reports/seo-best-practice-guide/">SEO</a>, <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC</a>, coding, etc. – so I knew I could use this to my advantage, especially compared to other bloggers I was seeing at the time.</p> <h4> <em>E: </em>What are the main strategies you have used to build your audience?</h4> <p><em>MP:</em> I obviously have the main website, but as I didn’t originally have much money to invest, I knew that in order to drive traffic to it I needed to use another organic channel like social media. </p> <p>So, I started <a href="https://www.instagram.com/hibiscusandnomada/">with Instagram</a>, spending days and days just being really active on it, engaging with the community and making friends with mutual interests. </p> <p>Over time my presence grew. From last June to now I have managed to reach 29,000 followers, and that’s just organically, from being super active and building my own community.</p> <p>Eventually, this audience has also found its way back to my website, so now we’re at about 1,500 visits per month.</p> <p><img src="https://assets.econsultancy.com/images/0008/3941/HN_insta.JPG" alt="" width="650" height="420"></p> <h4> <em>E:</em> At what point did you start getting interest from brands?</h4> <p><em>MP:</em> Quite recently. Before that, it was purely me reaching out to brands through email and social media, saying this is what I do if you are interested. </p> <p>Then, about a month ago, it seemed to flip – I started to get emails every day from brands and websites saying that they had found me. As soon as I reached about 25,000 followers on Instagram, it started to happen, and then I also got quite a bit of press coverage from online and print magazines. Combined, this seemed to really ignite interest.</p> <h4> <em>E:</em> Do you only work with a certain type of brand, and how do you decide who to work with?</h4> <p><em>MP:</em> Absolutely, since the very beginning I’ve made a point of being picky. I’ve seen a lot of other bloggers on Instagram being quite blatant, posting photos of a watch with a mountain in the background.</p> <p>I would never want to get paid to promote a brand that I don’t believe in, so I only work those that I think are a really good fit for me.</p> <p>For example, I am now working with a brand that offers travel insurance, because I have used it myself and I know that my audience will find it useful. If I am holding an expensive watch – why would a backpacker be interested in that? I’m not scared of saying no or explaining that it won’t be a good fit, either.</p> <h4> <em>E:</em> What would you say is the best way for a brand to approach an influencer?</h4> <p><em>MP:</em> A brand can usually get my attention if it is a personalised message, so not just mentioning that they have seen my blog, but pointing out a specific article or photo that they liked. </p> <p>I get countless emails saying that someone wants to work with me, so I really need to feel that there is some kind of personal connection. I can also tell if it is an email they have sent to hundreds of other bloggers – I can read between the lines. </p> <p>Lastly, I have to feel like it’s not just about them, that it’s about both of us, and that all parties will be able benefit from the deal.</p> <h4> <em>E:</em> How do you see influencer marketing evolving? Do you think it will reach saturation point?</h4> <p><em>MP:</em> I do think it will reach saturation point. You can tell this, not just from the amount of influencers, but the type and quality of content that they are promoting. You can usually tell that it’s not authentic, that they are staying in a hotel simply because they are being paid to – it doesn’t align with their identity or approach to travel in any way. </p> <p>This weekend I was in the south of Mexico, in a hostel that paid for my entire experience, and while the hostel is definitely a place I would stay at (and promote), my article will also include detailed information about the day-trip I went on and every single activity I did. It’s always better to promote a story rather than just a straightforward recommendation. </p> <p>I think authentic influencer marketing will evolve in this way, telling the story and entire experience of a place rather than just one aspect.</p> <h4> <em>E:</em> Finally, what’s the best place you’ve been or experience you’ve had thanks to your blog?</h4> <p><em>MP:</em> The best feedback I’ve had has been from my Iceland trip - I was there for a whole week over New Year. I didn’t even really plan anything, then I slowly realised that it was winter, there would only be four hours of daylight, we’d be freezing. </p> <p>Who goes to Iceland in winter? But we embraced it and ended up taking the most incredible photos. The feedback was amazing, with people commenting that they now want to visit during the winter time rather than summer, and asking questions about how we got there, how we travelled and so on. </p> <p>People don’t even think to go to a place like Iceland before they see photos and then they get obsessed with it. For us, this is so rewarding – it shows that you can truly inspire.</p> <p><img src="https://assets.econsultancy.com/images/0008/3940/Iceland.JPG" alt="" width="650" height="429"></p> <p><strong><em>For more on this topic, check out the following research from Econsultancy:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/reports/the-rise-of-influencers/">The Rise of Influencers</a></em></li> <li><em><a href="https://econsultancy.com/reports/the-voice-of-the-influencer/">The Voice of the Influencer</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68608 2016-12-08T14:46:00+00:00 2016-12-08T14:46:00+00:00 Could L’Oréal’s ‘Beauty Squad’ mark a shift for influencer marketing? Nikki Gilliland <p><img src="https://assets.econsultancy.com/images/0008/2130/Google_Trends_Influencers.JPG" alt="" width="760" height="240"></p> <p>With the launch of its ‘Beauty Squad’ initiative, the cosmetics giant is hoping to “craft a different type of relationship” with influencers. </p> <p>Here’s a bit more on the collaboration and why it could mark a shift within the world of influencer marketing.</p> <h3>What is the ‘Beauty Squad?’</h3> <p>The Beauty Squad is made up of five of the UK’s most influential beauty bloggers, including Patricia Bright, Emily Canham, Kaushal, Ruth Crilly and Victoria Magrath. </p> <p>Together, they have a combined reach of more than 5m viewers on YouTube as well as a mammoth following on various other social media channels.</p> <p>Victoria Magrath, also known as ‘IntheFrow’, has over 730,000 followers on her Instagram account alone.</p> <p><img src="https://assets.econsultancy.com/images/0008/2131/InTheFrow.JPG" alt="" width="600" height="409"></p> <p>The idea is that the Beauty Squad will be brand ambassadors for L’Oréal, creating digital content to promote awareness and drive engagement around new products.  </p> <p>This will apparently include behind-the-scenes videos of big events, product reviews, and tips and tutorials.</p> <p>Following on from its #YoursTruly campaign earlier this year, and a change of tagline to ‘Because We Are <em>All</em> Worth It’, the Beauty Squad appears to be a continuation of L’Oréal's efforts to become a more inclusive brand.</p> <p>Incorporating a variety of ages, ethnicities and styles into its marketing mix - a focus on diversity is evident.</p> <p><iframe src="https://www.youtube.com/embed/6uV9YYLJ8f4?wmode=transparent" width="854" height="480"></iframe></p> <h3>Why is it different to other influencer campaigns?</h3> <p>It’s not unusual for <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">beauty brands to work with social media influencers</a>, however it is more uncommon to work with more than one or two at the same time.</p> <p>It begs the question - why didn’t L’Oreal go for Zoella and her 11m subscribers rather than the Beauty Squad and their combined 5m?</p> <p>According to the brand, it’s all about creating a sense of authenticity, and combatting the disingenuous nature of some sponsored campaigns.</p> <p>While they might not have the biggest reach, the members of the Beauty Squad are well known for their knowledge and expertise in a particular field.</p> <p>Each one has been chosen to represent a specific category such as ‘skincare’ or ‘hair’. </p> <p><img src="https://assets.econsultancy.com/images/0008/2133/Ruth_Crilly.JPG" alt="" width="600" height="525"></p> <p>As well as drawing on this level of knowledge and passion, L’Oreal also maintains that the collaboration will result in the critique and evolution of its products.</p> <p>Instead of merely promoting the brand, influencers are said to be part of an ‘open discussion’ – with the freedom to honestly review products as well as speak about other brands.</p> <p>Whether we will see real evidence of this is unlikely, however it’s definitely nice to hear a big brand take this perspective. </p> <p>Furthermore, the collaboration is also part of L’Oreal’s aim to forge long-term relationships with influencers, rather than using one-off posts or short-term campaigns.</p> <p>Interestingly, Econsultancy’s <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">Voice of the Influencer</a> report found one-off sponsored posts to be the most common generator of income for social media personalities.</p> <p><img src="https://assets.econsultancy.com/images/0008/2134/Voice_of_Influencer.JPG" alt="" width="350" height="725"></p> <p>However, with 67% saying authenticity is a critical attribute for building influence, the monetary value is at odds with what it takes to generate real success.</p> <h3>Will consumers respond?</h3> <p>With the likes of Adidas coming under fire for social media mishaps – consumers are becoming wise to influencers being used for mere monetary gain.</p> <p><img src="https://assets.econsultancy.com/images/0008/2136/Naomi_Campbell_fail.JPG" alt="" width="550" height="661"></p> <p><em>(Naomi's original caption read: "Naomi, so nice to see you in good spirits!!! Could you put something like: Thanks to my friend @gary.aspden and all at adidas - loving these adidas 350 SPZL from the adidas Spezial range. @adidasoriginals")</em></p> <p>So, even the decision to announce ‘Beauty Squad’ marks a shift towards being more transparent.</p> <p>By highlighting from the start how L’Oreal plans to build a relationship with influencers, it creates an immediate sense of trust with consumers.</p> <p>Beauty Squad is also a good reflection of the changing habits of beauty shoppers.</p> <p>With millennials in particular turning to social media for tips, recommendations and advice - Instagram and YouTube are often the first port of call before any purchase.</p> <p>By working with highly visible and influential voices in these spaces, L’Oreal's chances of engaging with its core consumer is immediately increased.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Presents for teen girls. I tried. I REALLY tried. I want most of the stuff myself... <a href="https://t.co/Azih6Ojrnx">https://t.co/Azih6Ojrnx</a> via <a href="https://twitter.com/modelrecommends">@modelrecommends</a></p> — Ruth Crilly (@modelrecommends) <a href="https://twitter.com/modelrecommends/status/805317144820981762">December 4, 2016</a> </blockquote> <h3>How can other brands learn from it?</h3> <p>Micro-influencers are people with a social reach of anywhere between 500 and 10,000.</p> <p>With a much bigger audience, the Beauty Squad certainly do not fall under this bracket, especially when combined.</p> <p>However, the collaboration with L’Oréal still reflects a growing trend for smaller yet more authentic partnerships.</p> <p>In fact, <a href="http://markerly.com/blog/instagram-marketing-does-influencer-size-matter/">a recent study found</a> that as an influencer’s Instagram following increases, the rate of engagement rapidly decreases.</p> <p><img src="https://assets.econsultancy.com/images/0008/2137/Markerly.JPG" alt="" width="630" height="249"></p> <p>So, somewhere in between the everyday user and the social media superstar is the ‘sweet spot’ – an influencer who is able to better reach a more tailored audience through genuine storytelling.</p> <p>Essentially, this looks to be L’Oréal’s aim, albeit on a slightly bigger scale.</p> <p>For other brands, it could also be a great example to follow, and perhaps the most effective way of approaching influencer marketing in 2017.</p> <p><em><strong>For more on this topic, download the <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">Voice of the Influencer report</a>. </strong></em></p> <p><em><strong>Or, improve your knowledge with the </strong></em><strong><em>Fashion &amp; Beauty Monitor <a href="https://econsultancy.com/training/courses/fashion-beauty-monitor-social-media-and-online-pr/" target="_blank">Social Media and Online PR Training course</a>.</em></strong></p> tag:www.econsultancy.com,2008:Report/4182 2016-07-05T15:01:00+01:00 2016-07-05T15:01:00+01:00 The Future of Celebrity Marketing <p>The Future of Celebrity Marketing, a <strong>Celebrity Intelligence</strong> report produced in association with Econsultancy, considers how the rules of celebrity engagement are shifting. Thanks to the advent of social media and the subsequent rise of online influencers, a new generation of talent has emerged for traditional celebrities to compete with.</p> <p>The report looks at how the definition of celebrity is evolving, the challenges this creates, and the new ways in which brands and agencies are selecting and engaging celebrities to work with. Backed by independent online research, the findings demonstrate the impact social media is having on celebrity engagement and assess how the future market is shaping up.</p> <h2>Read to discover:</h2> <ul> <li>Global celebrity engagement practices.</li> <li>Expert opinions and findings from leading voices in the industry.</li> <li>Budgets and predicted growth.</li> <li>The impact of social media.</li> <li>Priorities and tactics.</li> <li>Current and future trends.</li> </ul> <h2>About Celebrity Intelligence</h2> <p><a href="https://www.celebrityintelligence.com/#/">Celebrity Intelligence</a> is the ultimate celebrity engagement tool. We are the industry's only tool providing celebrity contacts, in-depth celebrity profiles and intelligence, celebrity events information and a live Buzz Index of 'who's hot and who's not' all in one place.</p> <p>Covering film, TV, music, fashion, sport and more, we provide everything you need to know to make intelligent decisions about which celebrities to work with, when and why.</p> <p>To find out more about Celebrity Intelligence, or for more information about the report, please contact Centaur Marketing's Content Marketing Manager, Priyanka Mehra Dayal, at priyanka.mehra-dayal@centaurmedia.com. <br></p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Download a copy of the report to learn more.</strong></p> tag:www.econsultancy.com,2008:BlogPost/67756 2016-04-19T12:45:40+01:00 2016-04-19T12:45:40+01:00 Influencer Marketing: It’s all about the audience Chris Lee <p>The answer lies in understanding their audience, without whom there <em>is</em> no ‘influence’, and working back from there. </p> <p>The Google Trends data speaks for itself. Influencer marketing is going through the roof, probably due to Google’s focus on diverse and authoritative links, and the <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/">rise of ad blocking</a>.</p> <p>What used to be one area of public relations – media and blogger outreach – has now forced its way onto the remit of content marketers keen to build links and attention.</p> <p><em>'Influencer Marketing' in the UK (Google Trends, April 2016)</em></p> <p><img src="https://assets.econsultancy.com/images/0007/4071/Google_Trends_Influencer_Marketing.png" alt="" width="399" height="259"></p> <p>For all the positives for influencers – more press trips, freebies and paid gigs – there is also the inevitable rise in spam.</p> <p>If you are a content marketer finding yourself doing more and more influencer outreach, the below steps should help.</p> <p>And to find out more about this topic, download Econsultancy's <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of Influencers Study</a>.</p> <h3>Influencer marketing from both sides</h3> <p>Having been in UK tech PR and media since 1998, I've seen media relations evolve from press releases being faxed and posted to print, radio and TV, to modern social media pitches linking to rich, embeddable media to bloggers and vloggers. </p> <p>As a tech journalist, my audience was IT managers. I spoke with them regularly to understand their challenges, and what kept them awake at night: security breaches, down time, capacity etc.</p> <p>Without understanding my audience, I couldn’t talk to them effectively.</p> <p>As a <a href="http://www.outsidewrite.co.uk" target="_blank">football travel blogger</a>, I can tell immediately the pitch from a PR – whose chief objective is often ‘coverage’ and opportunities-to-see (OTS) – and an <a href="https://econsultancy.com/training/courses/seo-training/">SEO</a>, who wants a backlink to a target URL.</p> <p>It’s clear that I write about football travel from the ‘About us’ page, and yet that means I have ended up on a few generic ‘lifestyle blogger’ lists and been invited to the launch of new restaurants and cocktail bars.</p> <p>This breaks the first rule of influencer marketing: personalisation.</p> <p>If you don’t understand the blogger – their motivation for blogging, the way they work and their audience – then you cannot tailor the unique content you need to in order to gain traction.</p> <p>You’re aiming to build a long-term relationship with influencers. Today’s upstart with a few thousand hits per month might be tomorrow’s Zoella or Jim Chapman.</p> <p>Way before approaching them, follow them on social media. Get on their radar somehow (a Like, a relevant retweet). </p> <h3>How to pitch to influencers</h3> <p>After the homework stage, you’re ready to pitch. You already know the blogger is relevant and who their audience is. You’ve seen if they’ve covered your brand or competition before.</p> <p>You’re clear on what unique experience or content you are ready to offer. Don’t forget to check on social media to see that they’re actually around and not on a boating trip in the Adriatic or on their way to a photo shoot.</p> <p>You’ll be most likely pitching by email and they – or the people paid to filter out the bad emails - will receive potentially hundreds each day, so you really need to stand out. </p> <p>The key to successful pitching includes:</p> <ul> <li> <strong>Subject line:</strong> Keep this to less than eight words. Get to the point, make it click-worthy, and don’t use caps, it looks like shouting. A <a href="https://econsultancy.com/blog/64878-45-words-to-avoid-in-your-email-marketing-subject-lines/">catchy subject line</a> is the difference between earning a click and being deleted instantly.</li> <li> <strong>Personalise approach:</strong> Address the influencer by name. Never say ‘hi there’ or ‘Dear Blogger’, absolute no-nos! Also, is there a polite and relevant segue you can add, such as ‘I saw your recent piece on X and our recent research on Y could build to the story…’ </li> <li> <strong>Offer something unique</strong>: Is there something exclusive that you can offer to help that influencer stand out, like unique content, an experience, an interview? </li> <li> <strong>Keep it brief</strong>: The influencer has got plenty of other emails to check. Get to the point quickly and leave a call to action. Manage expectations.</li> </ul> <p>The key thing is not to hassle the influencer. If they’re not interested, so be it. One of journalists’ key complaints is the “did you get my email?” PR follow-up call.</p> <p>If they are interested in your pitch, follow up quickly and manage it all the way through, thank them when the piece appears and share on your social networks.</p> <p>Don’t ever ask them if you can proof their copy first! </p> <p>Always remember that both parties need to <a href="https://econsultancy.com/blog/67645-google-s-got-it-right-instead-of-bribing-bloggers-sort-out-your-website/">disclose their interest</a> in online content and social media.</p> <p>Now you need to build a database with relevant information to capture all the data you need on your influencer outreach.</p> <p>This should include contact information (email, social feeds etc.) and influence markers, such as domain authority (DA), estimated traffic, community size etc., and a history of your contact with them.</p> <p>Capture other data that might help ease a conversation with them and show you’ve actually researched them – where do they live, which football team do they support etc. </p> <p>Nothing beats meeting influencers face-to-face, so try to do that when you can.</p> <p>Influencers and those organisations hoping to work with them can create successful, symbiotic relationships, but many approaches can go horribly wrong – with some irate bloggers and journalists taking to social media to ‘out’ bad agencies.</p> <p>If you’re new to influencer relations, aim to be helpful and put yourself in the influencer’s shoes. It could be the start of a beautiful relationship.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them/"><em>What are influencers and how do you find them?</em></a></li> <li><a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands/"><em>Eight influencer marketing stats for fashion &amp; beauty brands</em></a></li> <li><a href="https://econsultancy.com/blog/66092-six-ways-to-woo-influencers-to-support-your-cause/"><em>Six ways to woo influencers to support your cause</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/67731 2016-04-11T14:27:17+01:00 2016-04-11T14:27:17+01:00 Think affiliate marketing doesn’t work for luxury brands? Think again Chris Bishop <p>But no longer. Affiliate marketing has truly come of age.</p> <h3>Isn’t affiliate just voucher codes?</h3> <p>This is not just about voucher codes, cashback and last-click for advertisers, this is part of a holistic approach to digital advertising that promises real and sustained ROI for high-end brands.</p> <p><img src="https://openmerchantaccount.com/img2/whoaretheaffiliates.jpg" alt=""></p> <p>The modern managed affiliate programmes use sophisticated groups of content publishers, including mainstream “offline” publishing houses such as Condé Nast.  </p> <p>This is performance marketing through deep partnership, levered via tenancy, editorial, blogging, email and (yes) incentives like voucher codes or cashback. </p> <p>Partnerships with high volume and niche sites that can deliver the kind of primed-to-buy, long tailed traffic available nowhere else.</p> <h3>Are you at risk of losing control of your message?</h3> <p>No, but…</p> <p>For years affiliate networks and technology companies used the size and scale of the channel as a key selling point, promising brands access to tens of thousands of affiliates.  </p> <p>Given that they worked on tracking fees based upon revenue generated by activity, who can blame them? </p> <p>However, this wasn’t what luxury or designer retailers, already nervous about losing control of their brand’s messages, wanted to hear. </p> <p>Only now, with dedicated, digital agencies selling these solutions as part of a wider media strategy, are brands being given the whole picture.</p> <p>When properly managed, affiliate marketing allows brands to deliver relevant messages to highly-targeted customer segments.  </p> <p>But it’s the size and scale of the networks that makes this targeting possible in the first place.</p> <h3>But isn’t luxury all about exclusivity?  </h3> <p>Why would luxury brands want their valuable name bandied about on affiliate channels with everyone else’s?</p> <p><img src="https://openmerchantaccount.com/img2/chriscarcollection.jpg" alt=""></p> <p>Success in the digital age requires a change in mind-set for luxury brands as customers’ buying cycles accelerate and competition stiffens in every part of the market place.  </p> <p>No longer can scarcity be the strongest value in a luxury brand's armoury, as the array of choice and quality available elsewhere can fill any sales vacuum.  </p> <p>Instead, luxury today is defined by desirability, product excellence, exemplary service and, fundamentally, a brand promise.</p> <p>And affiliate channels are exactly where a brand’s promise, desirability, service and excellence are defined for its target audience.  </p> <p>They are key to the continued success of luxury brands in the digital age and are proven to send ready-to-convert customers direct to online stores.   </p> <h3>Luxury is talked about and bought online more than ever</h3> <p>Deloitte says that 58% of UK millennial luxury consumers buy their luxury goods online. What’s more, 85% of luxury consumers regularly use social media.</p> <p>According to Google one in five luxury purchases happens on the web.</p> <p>And participating in high profile online retail events like Black Friday and Cyber Monday clearly doesn’t dim the lustre of a luxury brand or cannibalize their full-price sales.</p> <p>In 2015 our client NET-A-PORTER saw Black Friday was its highest day for sales that year, with one item sold every second on its website. </p> <p>What’s more, offering deals and vouchering is not regarded as damaging to luxury brands’ reputation by consumers.  </p> <p>In fact, these luxury customers were four times more likely to be searching for deals on Black Friday 2015 than non-luxury customers (Experian).</p> <h3>Do affiliate tactics really deliver incremental sales to luxury brands?</h3> <p>Yes, they do.</p> <p>One of our retailers had always assumed cashback websites would only reach customers already on its files and has little effect on overall profit. We helped them prove otherwise.  </p> <p>A tactical trial conducted with Quidco for the brand found that 86% of consumers that bought their products via the publisher during the trial were “new to file” and their average order value was much higher than the norm.</p> <p><img src="https://openmerchantaccount.com/img2/shopstylesolacelondon.jpg" alt=""></p> <p>For another fashion retailer, working with affiliates achieved over 300 pieces of content coverage in a three-month period which, in turn, contributed to content websites driving 50%+ of the brand's affiliate revenue.</p> <p>Affiliate channels have proved, time and time again, to bring new customers and incremental sales to the table for every kind of brand, particularly those at the very top end of their sector.</p> <h3>Who else is using affiliates?</h3> <p>The roll call of brands that are using the affiliate channel as part of the marketing mix is impressive – Agent Provocateur, Barneys New York, Burberry, Liberty London, NET-A-PORTER to name a few.</p> <p>But if the affiliate channel was just about vouchers and cashback, they wouldn’t be using it.</p> <p>These brands know the value of curated conversation and content-led buzz to their brand; they are finding new and exciting ways to engage through affiliate marketing.  </p> <p>Crucially, they are realising that careful planning, targeted partnership and innovative execution ensures the biggest ROI alongside an extension of digital PR.</p> <h3>The lessons of affiliate marketing</h3> <ul> <li>Luxury affiliate marketing is happening... if you’re not doing it, you’re already losing out.</li> <li>Luxury consumers are savvy, switched on and impulsive – take advantage of that.</li> <li>Be led by the data and use experts to help you execute the highest quality campaigns.</li> <li>Choose who manages your affiliates carefully – your brand’s success will live or die by their experience both within wider digital marketing, the specific affiliate channel and naturally their knowledge of your brand / sector.</li> </ul> tag:www.econsultancy.com,2008:BlogPost/67530 2016-02-17T11:44:00+00:00 2016-02-17T11:44:00+00:00 Five social media campaigns celebrating women across the globe Chloe McKenna <p>But how does the theme of women’s rights translate to campaigns globally?</p> <p>In this post I'll run through some of the most fascinating international campaigns focusing on female empowerment, and see how different cultures interpret the concept. </p> <h3>#touchthepickle</h3> <p>Whisper’s #touchthepickle campaign by P&amp;G India was created to debunk the taboos of things women supposedly shouldn’t do when they’re on their period.</p> <p>The undeniably hilarious hashtag #touchthepickle is in reference to the superstitious belief that if women touch a pickle jar when they’re on their period, the pickles inside will rot.</p> <p>The accompanying YouTube video achieved over 2m views and users were invited to share their #touchthepickle period-taboo busting moments on social media which added another dimension of <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">user-generated content</a> to the campaign. </p> <p><iframe src="https://www.youtube.com/embed/5s8SD83ILJY?wmode=transparent" width="615" height="346"></iframe></p> <h3>#autocompletetruth</h3> <p>Memac Ogilvy and Mather’s powerful campaign for UN women in Dubai exposed some of the horrifying auto-complete phrases seen in Google when searching for terms related to women.</p> <p>From ‘women shouldn’t have rights’ to ‘women shouldn’t work’, the widespread sexism of popular searches was truly shocking.</p> <p>The campaign ignited global conversations with over 24m Twitter mentions alone for the #autocompletetruth hashtag, and the campaign was discussed on social media by women from more than 100 different countries.</p> <p><img src="https://assets.econsultancy.com/images/0007/2008/autocomplete.png" alt="" width="641" height="871"></p> <h3>BBC #100women</h3> <p>The annual BBC #100women campaign focuses on sharing the stories of women from around the world, which can be overlooked by mainstream media, with the aim of making news content more engaging for female audiences.</p> <p>It is truly international, with content being shared in eight languages across two international BBC social media channels (Twitter &amp; Facebook) <a href="https://www.facebook.com/BBC100women/?fref=ts">featuring women from across the globe.</a></p> <p>The 100 women representing the campaign are diverse, ranging from world leaders to local heroines coming from all walks of life. The multi-channel campaign has a hugely social focus.</p> <p>Nandita Patkar, head of paid media at Oban Digital, explains:</p> <blockquote> <p>For this year’s campaign, the BBC World Service wanted to improve online campaign traffic across Arabic, Hindi, Spanish and Afrique, Urdu and Swahili. Our expert teams researched which markets and channels would offer the most impact in terms of relevancy, reach and cost and planned accordingly.</p> <p>Our amplification of content throughout the live debates showed that there was a strong interest in the topic from Eastern Africa and India. Overall though, Spanish had the majority of reach and engagement.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0007/2009/100_women.jpg" alt="" width="1024" height="513"></p> <h3>#Ladyball</h3> <p>This recent spoof campaign from Lidl Ireland caused much controversy on social media.</p> <p>It seemingly promoted a dainty pink ‘Ladyball’, suitable for sports women, boasting ‘soft-touch for a woman’s grip’ and ‘eazi-play – for a woman’s ability’.</p> <p>While many correctly suspected that the ‘sexist’ campaign was nothing more than a marketing ploy, it still managed to spark debate and gain considerable news coverage.</p> <p>The campaign was indeed a tongue-in-cheek promotion tactic; in fact designed to raise awareness of Ladies Gaelic Football which is now sponsored by Lidl Ireland.</p> <p>Reaction to the humorous approach was positive in general, although some Twitter users took objection to the contrived nature of the advertisements, and questioned whether all PR is indeed good PR when it purports to support such dated views.</p> <p>However, the campaign was successful in igniting social media mentions and gaining media placements, reaching a large audience in the process.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There's now ads in the paper for the lady ball.. This can't be real please say it ain't so <a href="https://t.co/1htC8BmGi2">pic.twitter.com/1htC8BmGi2</a></p> — Rachel (@ityagalrach) <a href="https://twitter.com/ityagalrach/status/687965104206393344">January 15, 2016</a> </blockquote> <h3>#VivaLaReconstruccion</h3> <p>Latin America’s mainstream culture places a high value on traditional female beauty ideals.</p> <p>So, when popular Mexican actress and director Patricia Reyes Spíndola posed topless revealing her reconstructed breasts in a series of striking photographs shared via social media, it caused quite a stir.</p> <p>The campaign, #VivaLaReconstruction, aimed to spread awareness of breast cancer while showcasing an alternative view of female beauty focused on the strength and resilience of a woman’s body.</p> <p>The images were widely shared and were generally well-received by the Latin American audience.</p> <p>Many people tweeted that they found the campaign concept and the accompanying visuals refreshing and inspiring. </p> <p><img src="https://assets.econsultancy.com/images/0007/2010/vivalareconstruction.png" alt="" width="944" height="794"></p> <h3>In conclusion...</h3> <p>All of these campaigns were successful because they carefully considered the audiences they were targeting, and addressed issues which effect real women from those regions.</p> <p>From body image and gender norms through to female sport and women’s rights, the umbrella of female empowerment can encompass many topics.</p> <p>Undeniably, woman power has proved itself to be a forceful theme for igniting social media debate and conversation across the globe.</p> <p>But, for marketers hoping to cash-in on the theme, caution is advised as increasingly audiences are savvy to so-called ‘femvertising’.</p> <p>Campaigns channelling female power will only have legs if they manage to identify with real women and avoid alienating them by coming across as too contrived or patronising. </p> tag:www.econsultancy.com,2008:BlogPost/66915 2015-09-11T09:43:00+01:00 2015-09-11T09:43:00+01:00 How to create and manage brand advocates Tamara Littleton <p>Advocates are <a href="http://www.adweek.com/socialtimes/5-tips-for-creating-powerful-brand-advocates-infographic/616445" target="_self">83% more likely</a> than others to share information about products with their network. </p> <p>But how does a brand get regular fans of its work to shift from a passive consumer of information, goods and services, into an active member of the brand community. Someone who takes the passion they have for the brand and tells other people about it?</p> <p>How can it call on these people when it needs them the most? Is there a way to do this while adhering to advertising regulations?</p> <h3>Creating brand advocates</h3> <p>You can’t buy advocates. Well, you can but it’s the equivalent of being a politician who rents a crowd of people for a rally, the support is superficial and will last only as long as the payments do. </p> <p>The best brand advocates are created organically and nurtured over a significant period of time. It takes time to build a real relationship with someone and for them to develop trust in the brand.</p> <p>Businesses need to release high quality, reliable products that people find useful, or provide a speedy and efficient service. They need to cherish loyal customers, and reward people who contribute high quality content to the community. </p> <p>Brands can also try to establish relationships with those who are influential with their target audience, although this is trickier to pull off.</p> <p><img src="https://assets.econsultancy.com/images/0006/4291/Zoella___YouTube_homepage.png" alt="" width="637" height="479"></p> <p>The brand needs to know if its making a marketing deal to promote its brand (in which case the influencer’s loyalty may not be significant) or is it getting in touch with a well-known super-fan and giving them content and support as they continue to promote the brand to their own followers (such as YouTube gamers).</p> <p>Either way, communication is vital.</p> <p>Brands need to provide early access, exclusive content and behind-the-scenes experiences to their <a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them">advocates and influencers</a>, but also realise that the brand cannot pressure the person to post a specific opinion (at least not without facing the consequences).</p> <h3>What can advocates do?</h3> <p>Brand advocates generate and share content about the brand and may come out in support of the brand when it’s criticised or in the middle of a social media crisis.</p> <p>But only if it makes sense for them to, if their own audience is up in arms about important issues, they risk their own reputation by defending the brand too vigorously.</p> <p>Advocates share their passion about the brand with their own followers, and these people share the content themselves, bringing in their friends and followers and potentially increasing the fan and customer base of the brand.</p> <p>This is much more powerful than straightforward marketing and advertising because it’s consumer driven. </p> <p>Brands have successfully used advocates to change perceptions in the past. Dettol saw sales of its spray increase by <a href="http://www.digitalstrategyconsulting.com/intelligence/2014/10/digital_marketing_roi_five_fmcg_campaigns_that_prove_digital_works.php" target="_self">86%</a> in China in 2011, by convincing 4,000 mothers that the product could be used as a surface cleaner, rather than just used on floors.</p> <p><img src="https://assets.econsultancy.com/images/resized/0006/6969/social-media-china-dettol-case-study-blog-flyer.png" alt=""></p> <p>However the effect of brand advocacy is often subtle and more long-term.</p> <h3>Regulations</h3> <p>Advertising authorities in the UK and US have strict rules when it comes to working with influencers and advocates. The US Federal Trade Commission outlines the need for transparency in its <a href="https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-revised-endorsement-guides-what-people-are-asking" target="_self">endorsement guidelines</a>:</p> <blockquote> <p>If there’s a connection between an endorser and the marketer that consumers would not expect and it would affect how consumers evaluate the endorsement, that connection should be disclosed.</p> </blockquote> <p>The UK’s Advertising Standards Authority's <a href="https://www.cap.org.uk/Advertising-Codes/Non-Broadcast.aspx" target="_self">Non-broadcast Advertising, Sales Promotion and Direct Marketing</a> code covers a brand’s relationship with blogger advocates...</p> <p>Not only must the blogger tell his or her audience when a post is sponsored or paid for by a brand, but the brand must realise that such content falls under advertising regulations.</p> <p>Bloggers stop being a regular customer, posting their opinion online, if the brand has paid for their work (even if the brand sent a free item for reviewing purposes, it still needs to be disclosed.)</p> <h3>Allow advocates to be genuine</h3> <p>Advocates wield a great deal of power so it is crucial for brands to treat them as part of the inner circle when it comes to launching a new product or handling a crisis, but don’t cut them off if they share an opinion that doesn’t 100% support the brand.</p> <p>Brand advocacy can be a great way for a brand to build a long-lasting relationship with its audience.</p> <p>By ensuring the passionate fans are genuine, whether it is celebrating successes or giving constructive criticism, they can influence others, support sales and the longevity of a brand without looking like they have been ‘bought’.  </p> <p><em>You can learn even more about engaging customers on social at our two day <a href="http://ecly.co/1EmHi7L">Festival of Marketing</a> event in November. Book your ticket today and head to the Social stage to learn how to manage brand perception and reach new audiences.</em></p> tag:www.econsultancy.com,2008:BlogPost/66780 2015-08-04T15:48:00+01:00 2015-08-04T15:48:00+01:00 From CRM to IRM: the rise of social influence Nicolas Chabot <p>Taking its beginnings from the rationale and practice of <a href="https://econsultancy.com/blog/64545-what-is-crm-and-why-do-you-need-it">Customer Relationship Marketing (CRM)</a>, IRM is also sometimes described as ‘CRM of the Marketer’.  </p> <p>Beyond the terminology it is important to understand how IRM and CRM fundamentally differ and pursue differing goals, objectives and outcomes.</p> <p>Also why it's critical that they work hand in hand, building a bridge between CRM, direct marketing, social media and marketing, while optimising the performance of each area respectively.</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/resized/0006/5768/crm_v_irm-blog-flyer.jpg" alt="IRM vs CRM" width="470" height="332"></p> <h3>IRM vs CRM: targeting different audiences</h3> <p>CRM/PRM programs are built specifically around a brand’s existing customers and prospects. In the B2C world, CRM models are usually closely integrated to customer loyalty programs and can count well up into the millions in terms of account numbers as well as budgetary investment.</p> <p>IRM programs on the other hand <a href="https://econsultancy.com/blog/66671-five-things-to-do-when-approaching-influencers/">target relevant brand influencers</a>.</p> <p>These are not necessarily the customers or prospects of the brand. They are the individuals who can sway the behaviour or shape the opinions of others through their online conversations and interactions to the benefit of a given brand.</p> <p>The premise being that on-boarding those few with a proactive discerning voice that is heard is by far of greater value.</p> <p>To be clear it is not a key objective of most influencer programs to turn influencers into customers. The reason is that the value of an influencer to a brand is not their wallet, it's their voice as the power of peer-to-peer influence and word-of-mouth is now recognised as one of the single most impactful means of customer on-boarding.</p> <h3>IRM vs CRM: a fundamentally different understanding of the user value</h3> <p>CRM programs mostly aim to increase customer value by looking at their buying performance. Customer value is calculated on the direct margin generated by a given customer through their purchases.</p> <p>For IRM programs, user value is based on their influence within relevant contexts, groups and scenarios. IRM programs aim to work with online influencers, that is those individuals that have an impact on social media through their voice. Their value lies in the influence they have on others.</p> <h3>Customers and influencers: different engagement objectives/models</h3> <p>CRM programs aim to increase custom for your product and most focus on hard line promotional mechanisms such as couponing and targeted offers that aim to trigger additional purchase (and also contribute to tracking consumer behaviours).</p> <p>IRM programs aim to increase the positive mentions of your brand among select opinion leaders, driving brand visibility and advocacy levels.</p> <p>Successful IRM programs aim to build collaborative relationships with key relevant influencers and facilitate the co-creation of content. It has to be a partnership in order to work.</p> <p><img src="https://assets.econsultancy.com/images/0006/4291/Zoella___YouTube_homepage.png" alt="" width="637" height="479"></p> <p>A most fundamental point of divergence between IRM and CRM thinking is also the distribution of value.</p> <p>A major French retailer recently shared with me that their top 9% customers account for 50% of total revenues generated through their loyalty card customers and the equivalent to 25% of their total business. </p> <p>At the same time, research at Traackr shows that 3% of influencers generate 90% of conversations on the web. This means that the concentration of important voices is disproportionate to the concentration of your top customers.</p> <p>While CRM has built highly scaled automated engagement programs, IRM will focus resources on just a few selected individuals to maximize the ROI of social engagement.</p> <h3>IRM and CRM: specific KPIs and measurement</h3> <p>As one would expect, KPIs and other success indicators will differ widely between CRM and IRM. </p> <p>CRM managers will look at the total purchase value, the average basket value and the penetration rate. Because most KPIs are in £, CRM metrics have been referred to as being ROI driven.  </p> <p>However all CRM experts know that such a notion remains elusive, even here. The reality is that most brands struggle to even track customer purchases through their distribution network.</p> <p>IRM managers will consider the number of mentions, the share of voice, the generated traffic... indicators that would normally demonstrate how the program contributed the overall visibility and advocacy of the brand.</p> <p>IRM Programs are one element of the larger communication stack and it is critical that KPIs from IRM are integrated in the bigger projects brands are now undertaking to optimize their communication investments across channels.</p> <h3>The next stage of IRM and CRM is convergence</h3> <p>After all we have said above, why talk about convergence now?</p> <h3>One brand. One voice</h3> <p>Naturally the same individual can be a customer - part of the CRM program - and an Influencer - part of the IRM program. The reality for the biggest brands is that most influencers are also customers (but perhaps low value customers?)</p> <p>These customer-influencers don’t care about IRM and CRM, they expect to hear one voice only. It is the responsibility of the brand to build bridges in organisations that enable it to speak consistently across all touch points </p> <p>Aggregating social data to individual CRM profiles could also be a fantastic source of knowledge for CRM programs and open the door to new targeting and customisation capabilities.  </p> <p>The influencer marketer knows much more about its audience than the manager of CRM programs.</p> <p>Obviously such process raises a number of technical and privacy issues that need to be managed extremely carefully. </p> <h3>The challenge of influencer concentration</h3> <p>One issue for many CRM managers is to realise the impact of the hyper concentration of influence on scale.</p> <p>A Traackr customer trying to recruit influencers across their customer base received a response rate of 1% (that is 1% of customers interested to be identified on social media), of which not surprisingly only 5% were deemed sufficiently influential to be part of an IRM activation.</p> <p>This is overall a mere 0.05% of the initial number of customers. Take the example of a retailer with a strong 4m customers signed up on their loyalty card. A quick estimate is that only 2,000 people would accept to join an IRM program and have a meaningful impact on online conversations.</p> <p>CRM managers struggle to see the value of developing specific activities for such small numbers, because they live in a environment of mass engagement. Matching cultures between IRM managers and CRM managers is key to building efficient bridges between the two practices.</p> <h3>Influencing advocates: the Eldorado of brand engagement</h3> <p>Innovative brands have already started to build specific programs that sit across IRM and CRM, involving their most influential customers.</p> <p>The best example is ASOS advocacy program #AccessAllAsos involving fans and customers of the brand selected for their social activity and influence.</p> <p>Engaging with influential customers is a great opportunity because they already know and love the brand.</p> <p><img src="https://assets.econsultancy.com/images/0006/5844/ASOS-Insider-Badge-250-x-250.png" alt="" width="250" height="250"></p> <p>By providing exclusive and exciting opportunities to generate unique content to the members of #AccessAllAsos, ASOS facilitated the publication on social of thousands of original pieces of content featuring the brand, and increased spontaneous brand mention by up to eight times. </p> <p>In summary its clear that influential clients are one of the most valuable and strategic assets that brands can and should now be looking to activate and capitalise upon in their social media strategies.</p> <h3>Impact on the technology stack</h3> <p>IRM integration is without a doubt the next stage of CRM. And because the CRM market is a highly structured and well-funded part of the marketing technology stack, IRM and CRM integration represents a huge opportunity for IRM vendors. </p> <p>Many of the most advanced companies are already starting to build user cases and workflows and are planning interaction projects, leveraging application and unique API capabilities.</p> <p>Qualitative authentic customer feedback and genuine engagement count by far as the most inspirational and sought after outcomes of any brand marketing activity and IRM is the exciting new avenue at the forefront of current marketing practice that can help brands to realise this.</p> <p>The overlaps with CRM are palpable and yet organisations must adjust their current structure and resource allocations in order to capitalise upon this opportunity properly. </p> <p>Stay tuned: it's just the beginning for IRM and its convergence with CRM.</p> tag:www.econsultancy.com,2008:BlogPost/66688 2015-07-14T09:53:00+01:00 2015-07-14T09:53:00+01:00 Wimbledon and brand marketing: serving up a match made in heaven Kasia Piekut <p dir="ltr">No matter if you watch it at home, at work or on the court, brands are there to celebrate tennis’s golden moments with you through the use of content, cutting-edge technology and agile social marketing. </p> <h2 dir="ltr">Jaguar tests technology for real-time sentiment discovery </h2> <p dir="ltr">To find Wimbledon’s hotspots, Jaguar Land Rover has introduced biometric trackers designed to track, measure and record the crowd’s emotions during Wimbledon 2015. </p> <p><iframe src="https://www.youtube.com/embed/0C4ujBBlqFM?wmode=transparent" width="560" height="315"></iframe></p> <p dir="ltr">To understand how real-time events influence audience, Jaguar, first time official car sponsor of Wimbledon, used a mixture of the latest technology and sociometric tracking.  </p> <p dir="ltr">Each day 20 fans were given biometric wristbands which monitored the wearer’s heart rate and excitement.</p> <p dir="ltr">Noise and crowd movement, ‘sociometric’ data generated from engagement on social media, were measured by atmospheric sensors. Those were placed around the venue with an aim to detect changes in relation to events happening on the court during tournaments.  </p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0006/5049/jaguar-wearable-tech-wimbledon.jpg" alt="" width="700" height="467"> </p> <p dir="ltr">The information provided by users, from pulse in real-time, mood and excitement level, mixed with various activities on social media, became part of live <a href="https://econsultancy.com/blog/66131-17-visualisation-tools-to-make-your-data-beautiful">data visualisations</a> gathered on <a href="http://jaguar.wimbledon.com/en_GB/wrapper/jlr/index.html" target="_blank">Jaguar’s microsite</a>.</p> <p dir="ltr">The discovered sentiment and other insights were shared on Jaguar’s social media with the use of <a href="https://twitter.com/hashtag/FeelWimbledon?src=hash" target="_blank">#FeelWimbledon hashtag</a> which fans unable to attend the event were able to use to get involved in the Wimbledon’s spirit and join those in the stands. </p> <h2>Robinsons’s treasure hunt </h2> <p dir="ltr"> To draw attention of a wide range of younger tennis fans, Robinsons launched a multi-channel campaign '80 Years at Wimbledon'. </p> <p dir="ltr">Using the power of short video and animated GIFs the brand grew excitement to the launch of Wimbledon with '<a href="https://www.robinsonssquash.co.uk/HuntForWimbledon/default.aspx" target="_blank">The Great Robinsons Ball Hunt</a>'.</p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0006/5042/great-robinsons-ball-hunt.png" alt="" width="586" height="342"></p> <p dir="ltr">Followers on Twitter were asked to discover locations of giant tennis balls hidden across the country for a chance to win prizes from tennis merchandise to VIP tickets to The Championships.</p> <p dir="ltr">Everyday, s series of clues and teasers were revealed on the company’s Twitter encouraging others to join in. The hunt was endorsed with the appearance of British number one tennis player, Tim Henman, who became the ‘face’ of the campaign and presented clues on Twitter while asking the public to find the balls and tweet a picture of them. </p> <p dir="ltr">This rather simple idea became a great way of building up anticipation for a major sporting event while the competitive angle encouraged fans to become more involved in the hunt.</p> <p dir="ltr">For some, it was also a chance to be closer to an experience they always dreamed about and swap the TV screen for the actual court. </p> <h2>Stella Artois virtual reality experience </h2> <p>This year Stella Artois brought again something rather new to Wimbledon by taking inspiration from legendary hawk Rufus, who helps keep pigeons away from Wimbledon’s grounds.</p> <p>To allow tennis fans to get a bird’s eye view of Wimbledon’s court, the brand introduced 'The Perfect Flight’' virtual reality (VR) app.</p> <p><iframe src="https://www.youtube.com/embed/GuZ2_rsv0VI?wmode=transparent" width="560" height="315"></iframe></p> <p>With the use of Google Cardboard, Oculus Rift and 360° technology, Stella Artois created an immersive experience which gives tennis enthusiasts the chance to admire London’s Waterloo Station in a 360 degree video from above the courts.</p> <p>Using the app, available on iTunes, Google Play Store and cardboard googles, users can fly like Rufus from the comfort of their living room while admiring Wimbledon's iconic sights.  </p> <p>The VR kit which enables the app to work on smartphone was up for grabs on Stella Artois’s Twitter. In order to win it, the brand asked for retweets reaching in total 1,845.</p> <p>If you scroll over Stella Artois’s social media you will be able to discover <a href="http://tandcs.stellaartois.com/" target="_blank">other giveaways</a> from cider hampers, Cidre Le Poolwear, to Wimbledon accessory set giveaway’s. </p> <p><img src="https://assets.econsultancy.com/images/0006/5043/stella-artios-wimbledon-competition.png" alt="" width="580" height="473"></p> <h2>Evian’s celebrity content series aimed at raising emotions </h2> <p dir="ltr">To empower tennis enthusiasts’ to share their emotions from this year’s Wimbledon, Evian boosted these efforts with daily video series hosted by celebrities, bloggers and tennis fans which express their reactions to the events on Wimbledon’s court.</p> <p dir="ltr">Every morning a show recorded at the brand’s onsite ‘Live Young Suite’ is released on <a href="http://www.wimbledon.com/index.html" target="_blank">Wimbledon’s website</a> while mobile users can access them using Shazam’s new visual recognition feature available on Evian’s print adverts.  </p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0006/5044/evian-wimble-watch-social-media-campaign.png" alt="" width="581" height="396"></p> <p dir="ltr">Using the power of social media, Evian is encouraging fans to show their Wimbledon reactions on Twitter and Instagram with the use of <a href="https://twitter.com/search?q=%23wimbledonwatch&amp;src=typd" target="_blank">#wimbledonwatch hashtag</a> with a promise of making the most engaging ones into a video leading up to the finalists.</p> <p dir="ltr">By merging fan emotions with the potential of getting some of the Wimbledon limelight, the brand hopes to unite closer fans at home with those on the court while driving genuine examples of the sport’s excitement. </p> <p dir="ltr">Creating ‘Live Young Suite’ and filming celebrity comments from Wimbledon’s daily events allowed the brand to tap into the power of influencer endorsement while expanding the campaign's reach through celebrity recognition. </p> <h2>Paddy Power supports mischief at Wimbledon’s ups and downs  </h2> <p><img src="https://assets.econsultancy.com/images/0006/5045/paddy-power-wimbledon.png" alt="" width="585" height="542"></p> <p>In this crowded space where brands try to steal the limelight from Wimbledon’s fever, Paddy Power differentiated itself by bringing a mixture of humor and sarcasm. Starting with '<a href="http://blog.paddypower.com/2015/06/29/you-cant-be-serious-paddy-powers-creepy-wimbledon-quiz/" target="_blank">Paddy Power’s creepy Wimbledon quiz</a>', using Vine to have a laugh from from TV presenters, to posting updates on Facebook like this one:</p> <blockquote> <p>Nick Kyrgios, just like the rest of us, can't be arsed with work on a Monday morning’</p> </blockquote> <p>(This generated 268,651 views and 5,290 people likes).</p> <p>is the best proof that some brands don't need high tech solutions or fancy campaigns in order to engage its audience. What works for them is staying original to their branded personality with cheekiness and reactivity in messaging. </p> <h2>Expanding the reach of real-time campaigns  </h2> <p>Every year, to enhance Wimbledon’s spectator experience, brands work on their real-time marketing proposition to deliver campaigns which can help them own this unforgettable moment.</p> <p>But in order to make it work, they have to earn tennis enthusiasts’ attention with useful, relevant and entertaining experience. </p> <p>There’s going to be a lot of pressure to succeed at Wimbledon 2016 with real-time campaigns and solutions that can hit people with the right emotions and energy while reflecting the mood of the game.</p> <p>By getting it right, brands are able to gain some significant benefits but achieving them will be only possible by merging together technology, content and social media.</p>