tag:www.econsultancy.com,2008:/topics/influencer-marketing Latest Influencer marketing content from Econsultancy 2016-07-05T15:01:00+01:00 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/67953 2016-06-15T11:36:40+01:00 2016-06-15T11:36:40+01:00 How Lush Cosmetics uses word-of-mouth marketing Nikki Gilliland <p>After all, it is a retailer that does not advertise on traditional media, nor is it totally mainstream like its rival the Body Shop.</p> <p>But now with a three-storey flagship slap-bang in the middle of Oxford Street, Lush certainly appears to be making the most of its cult following.</p> <p>On the back of <a href="https://econsultancy.com/blog/67158-why-lush-is-the-undisputed-master-of-b-commerce/">last year’s website comparison</a>, and in the run up to the <a href="http://www.festivalofmarketing.com/awards/categories?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Masters of Marketing</a> (deadline for entry this Friday, June 17th), we thought we’d take a look at how Lush has gone from a small ethical cosmetics company to a high street behemoth.</p> <p>Here are four ways Lush has executed a winning <a href="https://econsultancy.com/training/courses/digital-content-strategy/">content strategy</a> through non-traditional methods.</p> <h3>Brand values and identity</h3> <p>Since it first began in 1995, Lush has always prided itself on its ethical principles.</p> <p>From minimal packaging to protests against animal testing – it has become just as well-known for its charitable endeavours as its use of organic ingredients.</p> <p>Undoubtedly, these core values of honesty and positivity have enabled the brand to build a large and loyal fan base. </p> <p>As well as promoting good causes, Lush also practices what it preaches, with 100% of the earnings from its ‘charity pot’ body cream going to environmental, animal protection and human rights organisations.</p> <p>Similarly, by focusing on grassroots charities, it further emphasises its position as being a friend to the little guy.</p> <p>Ultimately, any purchase from Lush comes along with the reassurance that it’s from a brand that truly cares. And there’s no denying that this is an incredibly powerful (and persuasive) notion for consumers.</p> <p><img src="https://assets.econsultancy.com/images/0007/6090/Lush_Charity_Pot.PNG" alt="" width="780" height="305"></p> <p><iframe src="https://www.youtube.com/embed/it2ADEr_rEo?wmode=transparent" width="700" height="424"></iframe></p> <h3>Unique copywriting</h3> <p>Alongside its core values, Lush is famous for its unique and quirky <a href="https://econsultancy.com/training/courses/online-copywriting/">copywriting</a>. </p> <p>In recent years, the brand has ramped up its efforts in this area even more, with <a href="https://econsultancy.com/blog/62713-six-things-to-consider-when-writing-product-descriptions/">product descriptions</a> becoming a huge focus of its online shop.</p> <p>Using an unashamedly flowery and funny tone of voice, Lush’s copy combines both puns and rhymes with practical information. </p> <p>From ‘You’ve Been Mangoed’ to ‘Granny Takes a Dip’, the names of the products also range from the predictable to the rather ridiculous. Yet somehow, it still works.  </p> <p>The style is nothing if not consistent, with similarly punny headlines being found throughout the website and blog, as well as a similar style on social media. </p> <p>It is not everyone’s cup of tea of course, but it is certainly distinctive.</p> <p><img src="https://assets.econsultancy.com/images/0007/6091/Lush_Copy_2.PNG" alt="" width="700" height="417"></p> <p><img src="https://assets.econsultancy.com/images/0007/6092/Lush_Copy.PNG" alt="" width="665" height="469"></p> <h3>Influencer marketing</h3> <p>In recent years, YouTube has turned out to be one of Lush’s most effective marketing channels. </p> <p>Despite uploads on the brand’s own account being surprisingly rare, mentions from a number of influential internet personalities has meant that it has still enjoyed valuable exposure.</p> <p>With the likes of Zoella and Tanya Burr declaring their undying love for the brand in endless ‘Lush hauls’, the store has garnered millions of new customers as a result.</p> <p>There’s no denying the power of this word-of-mouth marketing. Despite the world of influential advertising becoming <a href="https://econsultancy.com/blog/67923-influencer-marketing-is-becoming-a-joke-what-can-brands-do-about-it/">increasingly murky</a>, most of Lush's endorsements do appear to be organic (with many videos appearing during the early days of YouTube).</p> <p>With millions of subscribers, personalities like Zoella are able to influence buyer behaviour far more than most other forms of advertising - a fact that has certainly gone in Lush's favour.</p> <p><iframe src="https://www.youtube.com/embed/lJDOtzCHXKo?wmode=transparent" width="854" height="480"></iframe></p> <h3>User-generated content</h3> <p>Lush doesn’t only put effort into growing its customer base. A big reason behind its success is its focus on building a relationship with its audience.</p> <p>By talking to customers on Twitter, Instagram and Facebook, Lush maintains a continual cycle of conversation and engagement. </p> <p>Using hashtags such as the popular #lushtime, it encourages customers to share their own personal Lush experiences, in turn building the brand's community.</p> <p><img src="https://assets.econsultancy.com/images/0007/6094/Lush_Instagram.PNG" alt="" width="780" height="634"></p> <p>A further example of how the brand uses content to elevate the <a href="https://econsultancy.com/reports/customer-experience-statistics/">customer experience</a> is the 'Lush Kitchen'.</p> <p>By creating a limited number of online-only products, it aims to offer a personalised and exclusive service.</p> <p>Far more appealing than a standard shopping experience, it automatically encourages shoppers to recommend it to their friends or post about it online.</p> <p><img src="https://assets.econsultancy.com/images/0007/6095/Lush_Kitchen.PNG" alt="" width="730" height="461"></p> <p>Lush is a brand that promises far more than just a good bubble bath.</p> <p>With its passionate values, distinct style and positive community, it ensures customers are more than happy to spead the word.</p> <p><em><strong>Don't forget to get your <a href="http://www.festivalofmarketing.com/awards/categories?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">entries in for the Masters of Marketing</a> awards before the deadline on 17th June. </strong></em></p> tag:www.econsultancy.com,2008:BlogPost/67923 2016-06-09T14:43:00+01:00 2016-06-09T14:43:00+01:00 Influencer marketing is becoming a joke: What can brands do about it? Patricio Robles <p>That dark side was on display for all to see recently when Scott Disick, a television personality best known for his relationship with reality TV star and socialite Kourtney Kardashian, was caught posting an ostensibly paid promotion for Bootea protein shakes.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5705/oops-blog-flyer.jpg" alt="" width="415" height="738"></p> <p>As the screenshot above demonstrates, Disick's Bootea Instagram post was about as far from authentic as is possible and not surprisingly, Disick was subsequently teased and lambasted for his embarrassing faux pas.</p> <p>Brands should take note and heed the following advice to ensure their influencer marketing campaigns don't become a joke.</p> <h3>1. Align your brand with the right influencers</h3> <p>With 16.4m Instagram followers, Scott Disick's ability to reach a large number of people is hard to dispute.</p> <p>But why would Bootea, a health and wellness brand, align itself with a celebrity who is known for his hard-partying ways and who has made headlines for his struggles with drug and alcohol abuse?</p> <p>While Disick shouldn't be shamed for those struggles, it's hard not to think that Bootea would have been better off aligning itself with influencers whose lifestyles are more consistent with its values.</p> <p>Long-term, that is a much safer bet.</p> <h3>2. Think bigger than paid posts</h3> <p>For obvious reasons, paid posts are not going away.</p> <p>But any good influencer campaign should be more thoughtful and comprehensive than paid posts that are the social web equivalent of product placement.</p> <p>The reason for this is that paid posts alone are probably not going to move the needle, especially if those paid posts are not compelling and not clearly aligned with the influencer's persona. </p> <h3>3. Trust your influencers</h3> <p>If a brand can't trust an influencer to write his or her own 140-character tweet or caption for an Instgram post, the influencer relationship needs to be reassessed.</p> <p>Influencer content, even when paid for, should at least <em>appear</em> to be somewhat authentic.</p> <p>Here, an influencer was directed to publish a post referencing a morning protein shake in the afternoon. #fail</p> <h3>4. Co-create, and demand more</h3> <p>Naturally, brands are going to want to have some say in what influencers post.</p> <p>But a brand shouldn't have to direct an influencer to write something as simple as "Keeping up with the summer workout routine..."</p> <p>Instead, they should <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">co-create content</a> with their influencers to ensure that they stay on message without compromising the influencer's authenticity and creativity.</p> <p><img src="https://assets.econsultancy.com/images/0007/5752/disick.jpg" alt="" width="578" height="370"></p> <p>And they should demand the latter to ensure that they don't get lazy, uninspired content like the above, which is another paid post Disick published for Bootea several weeks ago.</p> <p>Note the similarity to the botched paid post, and the fact that neither post even suggests that Disick is actually using the product. There isn't a glass in sight in either photo.</p> <h3>5. Don't ignore the rules</h3> <p>Although Disick fixed his Instagram faux pas and included the hashtag #ad to identify his post as a paid advertisement, brands looking to ensure their influencer marketing campaigns don't fail should remember not to ignore <a href="https://econsultancy.com/blog/67368-what-advertisers-need-to-know-about-the-ftc-s-new-guidance-on-native-ads/">the guidances provided by the Federal Trade Commission</a> vis-à-vis advertising disclosures.</p> <p>While the FTC obviously can't take action against every violator, <a href="https://www.ftc.gov/news-events/press-releases/2016/03/lord-taylor-settles-ftc-charges-it-deceived-consumers-through">the agency recently settled</a> with Lord &amp; Taylor after alleging that the retailer, among other things, paid Instagram fashion influencers to post pictures of themselves wearing a dress it sold.</p> tag:www.econsultancy.com,2008:BlogPost/67830 2016-05-13T14:02:06+01:00 2016-05-13T14:02:06+01:00 Young users aren't fans of targeted social ads: Report Patricio Robles <p>Harris Poll <a href="http://www.lithium.com/company/news-room/press-releases/2016/lithium-74-percent-of-digital-natives-tired-of-brands-shouting-at-them">asked</a> some 2,000 consumers across generations about their use of social and found that nearly three-quarters (74%) took issue with marketers targeting their social feeds.</p> <p>Most worryingly, over half (56%) said they were cutting back or stopping use of social platforms because of these ads.</p> <p>These numbers suggest the possibility that by pouring more money into ads that target younger users' social feeds, marketers risk losing them.</p> <p>According to Lithium Technologies president and CEO Rob Tarkoff:</p> <blockquote> <p>Pushing out ads on social media is the surest way for brands to alienate consumers, especially the younger generations who make up more than 50% of the population.</p> <p>The promise of social technologies has always been about connecting people, not shouting at them, and the brands that don’t do this risk their very existence.</p> </blockquote> <p>But is this really the case? </p> <p><a href="https://econsultancy.com/blog/64189-facebook-ads-drive-60-increase-in-sales-revenue">Facebook ads have been seen to drive significant sales increases</a>, and <a href="https://econsultancy.com/blog/62772-organic-posts-are-most-popular-social-tactic-but-paid-ads-are-more-successful-report">for years</a> marketers have found paid ads on popular social platforms <a href="http://www.emarketer.com/Article/Ad-Execs-Give-Facebook-Highest-Grades-Social-Ad-Effectiveness/1013123">to be quite effective</a>.</p> <p>The world's largest social network, Facebook, has the most mature ad offerings of any of these platforms, and propelled by a growing billion-plus member userbase and higher revenue-per-user, it grew its ad sales by a whopping 57% in the first quarter of 2016.</p> <p>If younger users, which still make up a considerable portion of Facebook's member ranks, were <em>really</em> alienated by ads and cutting back usage of the service as a result, such gains would be unlikely.</p> <h3>So what gives?</h3> <p>For one, ads that target social feeds, although marked as such, aren't always recognized as ads by users.</p> <p>And even when they are, because marketers are increasingly upping their <a href="https://econsultancy.com/blog/66951-seven-golden-rules-for-content-marketing">content marketing</a> games, there's a chance that the content they're promoting will actually be of interest to users.</p> <p><a href="http://www.wolfgangdigital.com/blog/facebook-ad-ctr-study-newsfeed-v-display-from-the-wolfgang-lab">Higher CTRs for News Feed ads versus display ads on Facebook</a> are evidence of this.</p> <p>But there's also another dynamic at work here. Thanks to <a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands">influencer marketing</a>, companies are targeting users through their social feeds, and in many cases users don't even know it.</p> <p>What's more: ironically, the very users who say they don't want to be targeted appear to be more receptive to influencer marketing. </p> <p>According to the Harris Poll survey, younger generations are far more likely to trust people they follow online and celebrity endorsers than members of Gen X and Baby Boomers.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4854/harris_poll_press_release_table-blog-flyer.jpg" alt="" width="470" height="349"></p> <p>While influencer marketing campaigns frequently don't use official ad offerings, it's worth considering that when it comes to their social feeds, users simply can't escape being targeted by marketers, whether they like it or not.</p> <p>And now that <a href="https://econsultancy.com/blog/67656-instagram-is-shaking-up-its-feed-with-an-algorithm-what-brands-need-to-know">algorithms are taking over</a>, there will be fewer and fewer feeds that are free from ads.</p> <p>So while millennials and members of Gen Z don't want to feel that they're being bombarded with ads on social platforms, the reality is that social ads in all their forms are here to stay and many marketers are finding them to be increasingly effective.</p> tag:www.econsultancy.com,2008:BlogPost/67807 2016-05-05T14:57:29+01:00 2016-05-05T14:57:29+01:00 Is micro-influencer marketing viable? Patricio Robles <p>As <a href="http://digiday.com/agencies/micro-influencers/">detailed by</a> Digiday's Yuyu Chen, a growing number of brands are looking to micro-influencers, social media users without massive followings but who might be able to deliver better results with the right strategy.</p> <p>According to Markerly, provider of an influencer management platform, Instagram users with fewer followers have a higher Like and comment rate than those with a greater number of followers.</p> <p>The company suggests that Instagram users with 10,000 to 100,000 followers – users Chen dubs "micro-influencers" – frequently offer the best balance between reach, engagement and conversions.</p> <p><img src="https://assets.econsultancy.com/images/0007/4627/markerlystats.jpg" alt="" width="529" height="288"></p> <p>Markerly describes how a campaign involving a few dozen micro-influencers can deliver better results than a campaign that relies on some of the most prominent social media influencers:</p> <blockquote> <p>Sarah Ware, CEO and co-founder of Markerly, said that when her company engaged with the Jenner and Kardashian sisters on Instagram on behalf of a weight-loss tea company, the celebrities helped bring hundreds of conversions. Which was nice.</p> <p>But by activating 30 to 40 “micro-influencers,” the brand was able to convert at an even higher level.</p> </blockquote> <p>Part of the reason for this, Ware suggests, is that it's easier for brands to target the right users by tapping microinfluencers.</p> <p>After all, the most popular influencers may offer alluring reach, but brands targeting specific <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience">audiences</a> are likely to find that a significant number of their followers aren't members of those target groups.</p> <p>This means their increasingly costly campaigns come with a lot of wasted influence.</p> <p>So will influencer marketing evolve to propel the fortunes of micro-influencers?</p> <p>There are several reasons brands probably won't completely abandon the Kardashians of social media just yet.</p> <h3>The long-term value of association</h3> <p>The first is that influence comes from association, and association can create long-term value.</p> <p>When brands associate themselves with social media stars, the benefits aren't always short-lived and can't be measured solely by immediate conversions.</p> <p>This is particularly true when brands <a href="https://econsultancy.com/blog/67400-three-youtube-influencers-give-their-views-on-brand-partnerships">forge true partnerships with influencers</a> and develop <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">co-created content</a>.</p> <p>While <a href="https://econsultancy.com/blog/66238-note-to-brands-social-media-stars-are-probably-not-the-new-celebrity-endorsers">not all social media stars have real celebrity sway</a>, close, long-term relationships with the most powerful of influencers have the potential to create associations that pay dividends beyond a short-term campaign. </p> <h3>The effect of algorithms</h3> <p>Another challenge for brands looking to use micro-influencers is the rise of algorithms.</p> <p><a href="https://econsultancy.com/blog/67656-instagram-is-shaking-up-its-feed-with-an-algorithm-what-brands-need-to-know">Instagram recently shook up its feed with an algorithm</a> and while it remains to be seen just how much of an impact this will have and how it will evolve over time, it's logical to expect that the most popular users might come out ahead more often than not.</p> <p>But even if they don't, campaigns spanning dozens of micro-influencers could see uneven results, as some of the micro-influencers might deliver higher reaches than others.</p> <p>For obvious reasons, this complicates matters for marketers as they track and manage their campaigns.</p> <h3>The logistical challenges</h3> <p>Finally, perhaps the biggest challenges micro-influencers present are logisitical.</p> <p>After all, even if a campaign that utilizes 40 micro-influencers can outperform a campaign that utilizes one or two stars, marketers must consider the effort and resources required to plan and execute campaigns that involve so many influencers.</p> <p>Even so, that doesn't mean that micro-influencers are the future of influencer marketing.</p> <p>Given the value of real partnerships, the impact of algorithms and the power of compelling co-created content, there will probably be a place for a variety of different kinds of influencer campaigns in future.</p> <p>And savvy marketers will take advantage of them all as and where appropriate.</p> <p><em>For more on this, read: <a href="https://econsultancy.com/blog/67785-why-restaurants-need-a-hyper-local-influencer-marketing-strategy/">Why restaurants need a hyper-local influencer marketing strategy</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/67785 2016-04-26T11:56:00+01:00 2016-04-26T11:56:00+01:00 Why restaurants need a hyper-local influencer marketing strategy David Moth <p>Co-founder James Elliot shared some insights into the company’s <a href="https://econsultancy.com/blog/67647-nine-incredibly-helpful-influencer-marketing-tools/">influencer strategy</a> at a recent AdWeek event hosted by Time Out.</p> <p>He strongly advocated a hyper-local strategy, which I've handily summarised below...</p> <h3>Go hyper-local</h3> <p>Pizza Pilgrims was founded by two brothers who set out to traverse Italy to learn how to make authentic pizza.</p> <p>Their journey was documented on a dedicated <a href="https://www.youtube.com/user/pizzapilgrims">YouTube channel</a>, so they actually began building an online audience before they’d even setup business in their first pizza van.</p> <p>This focus on digital has continued as the business has grown. According to James:</p> <blockquote> <p>We got food bloggers involved very early on. It's been much more effective than print advertising or any other more traditional channels.</p> </blockquote> <p>James said he quickly learned that influencer marketing yielded the best results when it involved people local to the Pizza Pilgrims van in London’s Soho.</p> <p>And by local, James means “like, within one mile.”</p> <p>This is because in order to be profitable Pizza Pilgrims has to get a large number of customers through the door every day.</p> <p>Therefore it needs to attract repeat visits from people who live and work nearby. </p> <p><a href="https://www.instagram.com/p/BBpd6BThRqS/?taken-by=pizzapilgrims"><img src="https://assets.econsultancy.com/images/0007/4297/Pizza_Pilgrims_van.png" alt="" width="934" height="601"></a></p> <p>James cited Meat Liquor - another small, trendy restaurant brand – as a company with a great hyper-local digital strategy.</p> <p>Each of <a href="http://meatliquor.com/">Meat Liquor’s London outlets</a> has a different name and its own social channels.</p> <p>James believes this works better as it enables restaurants to appeal to local markets and communities, rather than having one generic account for the whole brand.</p> <h3>Get ‘em involved</h3> <p>James discussed how to build strong relationships with influencers. Apparently it’s all about making them feel valued. </p> <p>He said that rather than just randomly sending out freebies, brands need to make bloggers feel involved with a project or campaign.</p> <blockquote> <p>Bloggers love feeling like they’re involved in a decision. For example, we might get people in to do a taste test of different types of mozzarella and let them choose which one we’re going to use.</p> </blockquote> <p>This is far more effective than simply sending out a product and asking for a review, and it means you hopefully won't be <a href="https://econsultancy.com/blog/67645-google-s-got-it-right-instead-of-bribing-bloggers-sort-out-your-website/">penalised by Google for bribing bloggers</a>.</p> <h3>Find authentic partners</h3> <p>Brand partnerships are very common in the food &amp; drink industry. </p> <p>See Jamie Oliver and Sainsbury’s or Heston Blumenthal and Waitrose for two very obvious examples.</p> <p>Though these are obviously major corporate brands, these types of partnerships can also work for small businesses.</p> <p>James recommends collaborations as a good way for two brands to gain mutually beneficial outcomes, but it relies on working with people who have authenticity.</p> <p>Pizza Pilgrims recently worked with Chase Vodka to create Sohocello, a limoncello brand that was ‘grown in Amalfi, distilled in Herefordshire, born in Soho.’</p> <p><iframe src="https://www.youtube.com/embed/qAUWzyM_UiQ?wmode=transparent" width="615" height="346"></iframe></p> <p>Both brands have placed their company story at the centre of their marketing, so the collaboration is a natural fit.</p> <p>It’s a good reminder that the search for influencers need not be limited to bloggers.</p> <h3>Horses for courses</h3> <p>The hyper-local influencer strategy that James advocated isn’t a viable option for all brands.</p> <p>In fact, it’s probably only suited to restaurants that operate a small number of outlets.</p> <p>Major food brands, such as McDonald’s or Starbucks, are better off working with influencers or celebrities with mass market appeal that give them national or international coverage. Such as Beyoncé.</p> <p>In contrast, Pizza Pilgrims’ business model relies on attracting a high volume of customers within a small geographic area.</p> <p>In this instance, it doesn’t make sense to pay a lot of money for someone with national appeal when most people aren’t able to visit one of Pizza Pilgrims' restaurants.</p> <h3>Time Out’s influencer research</h3> <p>To finish it's only polite to give a nod to some <a href="http://www.timeout.com/about/time-out-group/latest-news/time-out-reveals-new-study-from-influence-to-action-insights-from-the-new-influence-economy">influencer marketing research that Time Out revealed</a> at the AdWeek event. </p> <p>The survey of 799 respondents identifies two different influencer groups: Shakers and Makers.</p> <p>Shakers are defined as those with very large social networks (upwards of 3,500) who might be useful for driving broad awareness of a product or marketing campaign.</p> <p>However Makers are actually more likely to drive a particular action despite having a slightly smaller social following (average of 1,700).</p> <p>This is because Makers tend to be more passionate and knowledgable about a certain topic, so their followers place greater trust in them when it comes to recommendations.</p> <p>And for more on this topic, download Econsultancy's <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of Influencers study</a> which assesses how brands are approaching influencer marketing.</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/67712 2016-04-13T11:35:52+01:00 2016-04-13T11:35:52+01:00 Seven helpful tips for livestreaming success Patricio Robles <h3>1. Pick the right platform</h3> <p>There are a number of popular livestreaming platforms. Celebrities like <a href="https://econsultancy.com/blog/66297-madonna-s-meerkat-fail-shows-the-risks-of-early-adoption">Madonna embraced Meerkat</a>, which has since <a href="http://recode.net/2016/03/04/meerkat-is-ditching-the-livestream-and-chasing-a-video-social-network-instead/">pivoted away from</a> livestreaming.</p> <p>Twitter's Periscope has been employed by <em>The Late Show with Stephen Colbert</em>.</p> <p>And with <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook's livestreaming push</a>, many brands will no doubt be considering the world's largest social network for their next livestream.</p> <p><img src="https://assets.econsultancy.com/images/0007/2696/Facebook_livestream.png" alt="" width="441" height="178"></p> <p>Already, there is growing differentiation between platforms.</p> <p>Periscope, for example, doesn't officially support archiving, and Facebook, which does, is incentivizing use of Facebook Live by ranking live streams higher in user News Feeds.</p> <p>This means brands will want to be thoughtful about which platforms they adopt.</p> <h3>2. Recognize that personality matters</h3> <p>Livestreaming isn't television, and authenticity is probably a more attractive attribute in the medium than polish is.</p> <p>That means brands don't necessarily want or need established personalities; they may well find success with virtual unknowns.</p> <p>But whoever they put in front of viewers needs to be able to connect with the target audience.</p> <h3>3. Ideas are key</h3> <p>Last week, BuzzFeed broke the record for concurrent viewers on a Facebook livestream.</p> <p><a href="http://www.tubefilter.com/2016/04/08/buzzfeed-live-facebook-video-watermelon/">More than 800,000 viewers</a> accepted the popular digital publisher's call to action: "Watch us explode this watermelon one rubber band at a time!"</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3818/buzzfeed-blog-flyer.jpg" alt="" width="330" height="330"></p> <p>Replicating BuzzFeed's success won't be easy for brands.</p> <p>After all, most of them will find it hard to relate similar stunts to their wares.</p> <p>But BuzzFeed's record-breaking livestream is a reminder that individuals willing to tune in to a live event are far more likely to do so when lured by the promise of content that's unique, fascinating, engaging or enlightening.</p> <h3>4. Understand that scripting isn't necessary, but preparation is</h3> <p>Livestreamimg doesn't require fully scripted content – in fact, in many cases that will even be undesirable – but brands shouldn't expect to achieve livestreaming success without some preparation to ensure events flow smoothly and keep viewers engaged.</p> <p>Without structure, livestreaming events can quickly become boring, or worse, very quickly, reducing the likelihood a viewer will tune in again.</p> <h3>5. Look for co-creation opportunities</h3> <p>Livestreaming is a great medium for brands to take advantage of <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">the magic of co-created content</a>.</p> <p>There are numerous opportunities for brands to involve <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencers</a> in their livestreaming content.</p> <p>For example, Amazon is inviting high-profile guests to co-host episodes of its daily digital fashion show, <a href="https://econsultancy.com/blog/67627-is-amazon-s-style-code-live-this-generation-s-answer-to-the-tv-shopping-channel/">Style Code Live</a>.</p> <h3>6. Get the setup right</h3> <p>While brands using third-party platforms to livestream lack a good deal of control, they should do everything they can to ensure that they're not the source of a technical failure.</p> <p>From selecting the right equipment to ensuring that they have adequate connectivity, nothing should be left to chance and Plans B and C should be established and ready to implement before an important stream begins. </p> <h3>7. Take full advantage of the medium</h3> <p>To fully exploit the livestreaming opportunity, brands should look for ways they can tap the unique attributes of the medium.</p> <p><img src="https://assets.econsultancy.com/images/0007/2790/stylecode2.jpg" alt="" width="615" height="105"></p> <p>Once again, Amazon's Style Code Live provides a good example, as the retail giant allows viewers to interact with guests via live chat.</p> <p>It also created a custom video player that highlights products that are being featured on the show.</p> tag:www.econsultancy.com,2008:BlogPost/67594 2016-03-23T00:06:00+00:00 2016-03-23T00:06:00+00:00 Digital marketing in Singapore: 101 Jeff Rajeck <p><em>Bucking global trends, the South-East Asian economy has been growing steadily over the past few years.</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2495/growth-blog-flyer.png" alt="" width="470" height="246"></p> <h3>Demographics</h3> <p>Singapore has a <strong>total population of 5.26m people</strong>, which include approximately 2m people born elsewhere (called expatriates or expats).</p> <p>Unemployment in the country is very low, around 2%, and <strong>the top 25% of earners make more than $100,000 US dollar equivalent per year</strong>.</p> <p>English is the most-widely spoken language in the country and people here are very familiar with Western brands and media. The national sport, some might argue, is English football.</p> <p>So if you're looking for a demographic with buying power and a knowledge of Western culture, Singapore is the place to start.</p> <p>But where can you find them online?</p> <h3>Internet population</h3> <p>The percentage of people in Singapore who are online is among the highest in the world. Over eight in 10 (81%) are on the internet and this number grew by 10% between 2013 and 2014.</p> <p>Also, <strong>Singapore enjoys one of the fastest broadband speeds in the world</strong>. A government-assisted rollout of fibre island-wide is responsible for this rise to the top of the speed charts.</p> <p>According to Akamai Technologies, the content delivery network, Singapore has the fastest peak speeds in the world at 94.8 megabits per second (Mb/s). For average speed, it ranks 10th at 12.5 Mb/s and very few netizens (13%) in Singapore surf at speeds below 4MB/s</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2496/myrepublic-broadband-blog-flyer.jpg" alt="" width="470" height="210"></p> <h3>Mobile internet</h3> <p>4G mobile internet coverage is also among the best in the world. Over 99% of the island has LTE coverage at the street level and mobile users experience average speeds of 38Mb/s (also, apparently, <a href="http://digital.asiaone.com/digital/news/starhub-has-worlds-fastest-4g-lte-network">the world's fastest</a>)</p> <p>Indoor coverage is still in progress, though many foreigners find it surprising that <strong>4G works in tunnels and underground trains.</strong></p> <p>Because of this ubiquitous high-quality <a href="https://econsultancy.com/blog/67595-key-stats-from-facebook-s-state-of-connectivity-report/">internet connectivity</a>, scenes of people starting at their phones is as common, if not more, than elsewhere.</p> <p>So, for those interested in reaching consumers here, a mobile strategy is key.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2497/mobil-blog-flyer.png" alt="" width="470" height="307"></p> <h3>Search</h3> <p>Google is used by at least 90% of people in Singapore, with Yahoo being used by most of the remainder.</p> <p>And according to WordStream, <a href="http://www.wordstream.com/blog/ws/2015/07/06/average-cost-per-click">pay-per-click costs are 58% lower than those in the US</a> on average.</p> <h3>Social media</h3> <p>Facebook is the go-to social network in Singapore, as with most countries,. </p> <p>According to Facebook's<a href="https://www.facebook.com/ads/audience_insights"> Audience Insight Tool</a>, there are<strong> 3.5m monthly active users (MAUs) on Facebook in Singapore.</strong> In a <a href="https://www.facebook.com/business/news/mothers-day-sg-2015">separate blog post</a>, Facebook reiterates this number and adds that there are 2.4m people in the country on Facebook every day.</p> <p>I have previously<a href="https://econsultancy.com/blog/67423-how-to-avoid-bad-marketing-statistics-asia-case-study/"> analyzed their MAU figure</a> and find it a bit high but there is no denying that Facebook dominates the social media landscape.</p> <p>Elsewhere, <a href="https://ads.twitter.com">Twitter for Business </a>indicates that there are <strong>between 350k - 550k English-speaking tweeters</strong> and hardly any Chinese-speaking.</p> <p>LinkedIn claims that there are <strong>1.8m LinkedIn members in Singapore</strong>, which is also probably a bit high as it would be over 50% of the total workforce (3 million) and more than the total of all professionals, managers, executives, and technicians. Still, it is quite common for people to use LinkedIn regularly to network and search for jobs.</p> <p>Other social networks are clearly popular as well, <strong>especially Instagram</strong>, but as figures are based on surveys and estimations, they have to be taken with a grain of salt.</p> <p>As for messaging apps, WhatsApp is certainly more popular than Facebook Messenger or WeChat in Singapore so <strong>being on WhatsApp is pretty much required.</strong></p> <h3>Influencers</h3> <p>Like most countries nowadays, Singapore has its share of local influencers who can help launch a brand, or at the very least give it a boost.</p> <p>Beauty and lifestyle bloggers such as <a href="http://xiaxue.blogspot.sg/">Xiaxue </a>and food bloggers such as <a href="http://ieatishootipost.sg/">ieatishootipost </a>are very well-known throughout Singapore and have sophisticated sites with a loyal following.</p> <p><a href="https://econsultancy.com/reports/the-rise-of-influencers">Hiring influencers has become quite an industry </a>here already, though, and so any brands looking to enter the market would be wise to use one of the agencies, such as Gushcloud or Nuffnag.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2498/banner-blog-flyer.png" alt="" width="470" height="211"></p> <h3>Ecommerce</h3> <p>Ecommerce had a slow start in Singapore, possibly because it is so well-served by existing shopping centres and the fact that offline shopping is a national past-time.</p> <p>Still, in 2015 <a href="http://www.specommerce.com.s3.amazonaws.com/dl/fs/141211_fs_singapore_factsheet.pdf">Singaporeans spent $3.5bn online</a>, according to Singapore Post, a rise of over 25% year-over-year.</p> <p>And, according to Euromonitor, <strong>Singapore and Malaysia are responsible for almost half of the total online retail sales in South-East Asia.</strong></p> <p>Ecommerce sites in Singapore, though, are quite different. Amazon does not have a local site for the country, although they do offer some free shipping deals to Singapore.</p> <p>Instead, companies like Redmart (groceries), Reebonz (luxury), Lazada (electronics), and Zalora (fashion) fill the gap as well as the slightly chaotic local merchant site, Qoo10.</p> <p>Western companies also set up their own sites in Singapore as well. SingPost's new ecommerce company, SP Commerce, manages such solutions for Adidas, Muji, and Calvin Klein.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2499/qoo10-blog-flyer.png" alt="" width="470" height="262"></p> <h3>So where to start?</h3> <p>Marketers who speak English and are familiar with using Facebook and Google for promotion will find it quite easy to get started in Singapore. Locals will largely understand Western cultural references as most people here are familiar with Western media.</p> <p>What might be harder is turning attention into sales. Singaporeans have a strong local culture and many other digital players are already very well-established here.</p> <p>Speaking to a local agency would certainly help, as they can help align your brand with things which resonate with locals. Food, for example, is different in Singapore and very important culturally, so it can be worthwhile to focus research in this area (see image below).</p> <p>You will also see brands establish themselves in Singapore based on their existing marketing messaging, though, and at this crossroads of Asia and the West, that can certainly work as well.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2501/durian_mcflurry-blog-flyer.png" alt="" width="470" height="353"></p> <p><em>Further reading:</em></p> <p><a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia">The State of Email and Marketing Automation in South-East Asia</a></p> tag:www.econsultancy.com,2008:BlogPost/67617 2016-03-18T14:19:46+00:00 2016-03-18T14:19:46+00:00 Bridging the gap: uniting marketing and sales with employee advocacy Maz Nadjm <p>Especially when a revolution is in the making, with traditional business development strategies being transformed by digital.</p> <h3>Social sales - not yet a reality</h3> <p>So, with as much as 67% of the buyer’s journey now being done digitally (Cisco) and social media driving more than one third of all referral traffic, being present on social networks becomes an ultimate priority for sales teams everywhere. </p> <p>Although 80% of companies believe they would be more productive if their sales teams had a greater social media presence (The SMA Sales Management Association), factors like <a href="https://econsultancy.com/blog/67263-skills-shortage-the-biggest-barrier-to-digital-progress-overtaking-legacy-systems/">lack of digital confidence</a>, quality control and time are stopping sales teams from engaging effectively on social media. </p> <p>In this landscape, there is one department within a company where it’s usually more likely to find a good amount of digital and social media knowledge: Marketing.</p> <p><img src="https://assets.econsultancy.com/images/0007/2686/Screen_Shot_2016-03-03_at_19.25.21.png" alt="" width="550"></p> <h3>Bridging the Marketing-Sales gap </h3> <p>Thanks to the nature of their role, marketing professionals have a deep understanding of how digital communications work and are more familiar with the world of social media for business. </p> <p>Finally, they have a clear overview of all the content that is being created to promote and inform prospects about their organisation. For all these reasons, bridging the gap between marketing and sales is an opportunity that no company should pass on.</p><p>The benefits for both disciplines are far reaching. While a good amount of time and money is spent on the creation of innovative and relevant content (think images, infographics, GIFs, thought leadership pieces, campaigns) that could easily be used to start conversations with prospects, marketing tends not to have a process in place to pass this kind of information on to sales teams. </p> <p>This is what’s usually happening: monthly newsletters or sporadic messages on the company’s intranet go out, asking colleagues to copy-paste a specific article as a LinkedIn update or as part of a tweet. </p> <p>But even with great information, sales professionals often lack the<a href="https://econsultancy.com/training/courses/social-media-and-online-pr/"> social media training</a> needed to quickly post company messages online.</p> <p><em>Ashley Friedlein has previously advocated the Customer Director as a key role for uniting marketing and sales.</em></p> <p><img src="https://assets.econsultancy.com/images/0006/1400/Organisational_structure.png" alt="model for dt" width="615"></p> <h3>Kickstarting employee advocacy</h3> <p>Of course, it’s not simply a one-way street connecting marketing to sales.</p> <p>For instance, all the information sales teams gather on a daily basis regarding their clients’ and prospects’ pain points. This could be extremely useful for the marketing team to help forge appropriate messages, but easily gets lost without a dedicated strategy in place.</p> <p>To overcome this deadlock, an employee advocacy solution can be extremely useful. In a nutshell, it makes it easy for sales teams to have access to fresh, 100% on-brand content that can be used to reach thousands of contacts.</p> <p>Sales reps’ personal networks include a number of prospects and existing clients, representing an untapped source of new and relevant leads. The power of this network becomes fully clear when considering that leads developed through employee social marketing convert seven times more frequently than any other leads (IBM).</p> <p>Also, quality content should not be undervalued in relation to the sales process, as 65% of buyers feel that the vendor’s content has an impact on their final purchase decision (Brainy Marketer). </p> <p>Through employee advocacy, marketing teams can easily and effectively feed this content to their sales team, who are then enabled to share it with their online connections. </p> <p>Once empowered to share content on social media through an employee advocacy solution, sales professionals tend to share 50% more frequently than colleagues in other departments (SoAmpli). </p> <p>Also, because of the nature of their role, sales teams tend to be active on social media at times when colleagues in other department are not, for instance sharing (or scheduling posts to be shared) during evenings, weekends or holidays.</p> <p>A referred customer through social media is proven to be 4x more likely to close than a cold lead your sellers are trying to reach (LinkedIn). </p> <p>Selling is rapidly changing and sales reps need to adapt to the digital age of social selling. By implementing an employee advocacy programme, companies can empower their sales teams digitally, maximising leads and improving their profiles as social sellers.<br></p> <p><em>For more on marketing and sales, read Ashley Friedlein's post, <a href="https://econsultancy.com/blog/66736-marketing-and-sales-how-will-they-work-together-in-the-future/">Marketing and sales: how will they work together in future?</a></em></p>