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INFLUENTH MARKETINGINTERNATIONAL
BENCHMARK
VINCENT LE LIEVRE
AFNAN SHEIKH IDRIES
ANTOINE CAUVET
FERIEL ALILI
17TH NOVEMBER 2016 - BRAND COMMUNICATION
France-Itlay-Spain
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
TABLES OF CONTENT
1. Introduction 2. History influencer marketing 3. 4 W 4. Steps of influencer marketing 5. Benefits of influencer marketing 6. Do or Don’t 7. Cases Studies 8. Europe Benchmark 9. Comparation 10. Future of Influence Marketing
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
Companies started recruiting celebrities to promote consumer products
Characters were created to strengthen connections with buyers
R.T. Davis Milling Company hired Nancy Green, a former slave, as the spokesperson for the popular Aunt Jemima pancake mix
The Late 1800s
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
The 1920sSanta was re-imagined as a department store, wholesome version of himself
He became a "real" person to look up to, a friend, almost, with fans questionning him
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
The 1950s
He was probably the biggest influence marketer of the decade
He was a figure portrayed by different actors in the States in an attempt to make smoking more "macho".
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
The 2000s
The companies use more real poeple, like Old Spice who made a viral campaing by using personalised messages.
Begging using the social media, and the virality of it
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
Currently
Influencer marketing more accessible to even the smallest brands
Every blogger or social media account with a large following is an influencer
It is also giving normal people the chance to become online celebrities
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
Who are the influencers ?IMPORTANT LEVEL OF IMPACT ON WHAT PEOPLE DECIDED TO BUY
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
What's and what's not an influencer ?
“ SOCIAL MEDIA INFLUENCERS T Y P I C A L LY H AV E A C L O S E R RELATIONSHIP WITH THEIR AUDIENCE THAN CELEBRITIES DO. THEY’RE EXPECTED TO BE AUTHENTIC AND THEREFORE ARE MORE TRUSTED. ”
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
When do we call on to an influencer ?
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
Where is the difference between influencer and celebrity?
Klout is a social influence measurement
Connect your major social media channels like Facebook, Twitter, LinkedIn, Instagram more to your Klout profile.
You can measure your score by the scale of 1 to 100, where 100 being the more potent.
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
Score Klout
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
STEPS Define the goal you are pursuing
the specific product / brand / event you want to promote
the market you have chosen
the platforms on which you will concentrate
A
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
STEPS Find people your audience already trusts and follows
Ask your target who they’re watching and listening to.
Who are the voices that show up and inspire reaction and trust?
Cover as many mediums as possible.
Don’t be fooled by large followings.
B
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
STEPS List your influencer Ranking them and choose
CA B
1 x x
2 x
3 x
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
STEPS Contact the influencers
D
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
STEPS Create a plan of action
1. Influencers sharing brand-related content
2. Co-creating content with influencers
3. Using your influencers’ content
4. Competitions / Giveaways / Hashtags
5. Event marketing
6. Affiliate links / Discount codes
E
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
STEPS Nurture your influencer relationship
Don’t let the relationship turn sour by dumping them as soon as you’ve got what you want.
You may have found an ambassador who will continue to increase brand awareness
F
Make sure you thank them and show that you truly value their involvement
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
BENEFITS OF
INFLUENCE MARKETING
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
The benefit of an influencer
Increase brand awarness with a trusted ambassador Directly touch your target in his private life Built relation between your brand/product, the influencer and your customers
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
DO & DON'T IN
INFLUENCE MARKETING
DON'T
DO1. Do offer influencers something to entice them.
2. Do amplify influencer messages.
3. Do choose your influencers wisely.
4. Do use an evangelical approach.
DO
DON'T
5. Don’t spam influencers with follow ups.
6. Don’t forget to build influencer relationships.
7. Don’t forget to set influencer guidelines.
8. Don’t rely solely on the influencer for buzz.
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
CASES STUDIES
Videos
https://www.youtube.com/watch?v=Nd-zF21ptwY&feature=youtu.be
Criteria for selecting agencies :
- The best classified currently - Realized the best known advertisements - Work with famous brand - Potential in the future - Work with influenceurs
Criteria for selecting influencers :
- Most influntial - Most popular -Work with agencies
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
EUROPE BENCHMARK
@MUMIMFINE
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESBETC Digital
21 YEARS
OLD
AIR FRANCE.EVIAN.CANAL +.IBIS HOTEL.PEUGEOT.LACOSTE
2013 - Grand Prix Stratégies Digital : GRAND PRIX et 1 prix : evian "Smart Drop"
Grand Prix du Brand Content : Prix d'or catégorie Loisir et Divertissement et Coup de Cœur du Jury : "MCM Pizza"
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESDigital@Ogilvy
68 YEARS
OLD
GOOGLE ALCATEL EMIRATES DPD NETFLIX LU IBM FORD DOVE PERRIER VITEL ALLIANZ NESTEA PHILIPPS NESTLÉ 2015 :
- Second Agency the most awarded network Ogilvy & Mather, sacred best network for the fourth consecutive year
- Second best agency French with 12 Lions
- Only French Agency awarded the Euro Effie Awards in 2015.
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESDigitaslbi France
3 YEARS
OLD
LANCOME NISSAN INTERMARCHÉ RICARD HERMES RENAULT DUREX SONY
- The Big Turn On :
A 100% digital campaign to convert one million consumers to electric driving in 100 days.
- Wonderland :
First "immersive" digital exhibition in the wonderful scenes of the House of Lancome.
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESExtreme Sensio
18 YEARS
OLD
CITROEN DS AXA FUTUROSCOPE GARNIER DECATHLON SKITTLES
- Les trophées Marketing - Grand prix Stratégies - Top/Com - CSS Design Awards
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESFullsix Group
18 YEARS
OLD
COCA COLA COMPANY - BAYER - L'OREAL - CHANEL
2015
-Crystal Festival - Grand Prize (gold): Aramisauto.com e-commerce category
-E-commerce - money trophies: Aramisauto.com Design category
-Digital industries - Grand Prix trophies: Passionata "Kinect Experience" Play with me "" category Marketing
-Grand Prix Client Marketing Strategies
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESMet Publicidad
36 YEARS
OLD
EL MUNDO, EL PAIS, 20 MINUTOS, MARCA, PUNTO RADIO
2002 " Partner of honor of the General Association of Companies of Advertising ".
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESPublidirecta
25 YEARS
OLD
SONY, SWATCH, LU, KNORR, BRIDGESTONE, THE PHONE HOUSE
" In 2001, we were the first ones in incorporating the follow-up of the campaigns online and being employed at Cloud when nobody knew this term(end). In 2014 we returned to innovate with a new technology with which we can control and manage the actions(shares) of distribution of advertising and to the personnel, from any device; PC, Tablets or Mobile, real time."
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESMomentum task force
25 YEARS
OLD
UNILEVER, DANONE, COCA-COLA, WILKINSON, OPEL, NESTLÉ, INTEL, BBVA
" Danone held, the third edition of the Livestock Supplier Award in 2012. A cometiotio that recognizes excellence in the work of suppliers that operate with the company, over 2500 accross the country and whose work conributes to their success "
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESSercom Publicidad
18 YEARS
OLD
SANTANDER, BEEP, YOIGO
Spain gave this summer to Sercom Publicity the price of Golden Spike for the excellence in affairs.
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESAvanza
13 YEARS
OLD
MITSUBISHI, BURGER KING, DELL,IKEA,MANGO, NOKIA,
FIAP Award - Silver, Audiovisual Production 2015
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
INFLUENCER @BERTA BERNAD
berta bernad
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESLorenz Lab
2 YEARS
OLD
MAPEI, PIAGGIO, APRILIA, MOTO GUZZI, DAINESE, DIADORA, RUDY PROJECT DIAMANT.
Open Art Awards - Pontini Luxury
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIESOUT OF BLUE ADVERTISING DI BASILICO ANDREA
5 YEARS
OLD
LUMINA TORTA RUSTICA
MINI MISTI CHICCO DORO
CLINIQUE DORMUS
Clinique
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIES
55 YEARS
OLD
BONNE MAMAN VINS DE PROVENCE
LIDL LESSIEUR
MAILLE HARIBO
CARREFOUR ELLE&VIRE
2016
- Gold Sabre at the Sabres Awards
Haribo with « Tagada purple intense »
- MENA EFFIES Awards
Sopexa
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIES
20 YEARS
OLD
SONY UNICEF
COCA COLA LEVIS
HP VODAFONE MONDELEZ SKY HDTV
NIVEA
2015 - Nivea with « doll »
- Eurobest - The one Show
- American Advertising Award - The webby awards
FCB Milan
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
AGENCIES
55 YEARS
OLD
LONELY PLANET ITALIA PRIMA INDUSTRIE
FIRSTONLINE PININFARINA
NEW TIMES KAIROS
SEAT
Best Event Awards 2016 – 1st place for best Congress/Conference
18th Prize Assorel – Made in Italy Made in Piedmont Unioncamere Piemonte
Mailander
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
FUTURE OF INFLUENCE MARKETING
84% of marketers are planning on taking up an influencer marketing campaign in the next year, which shows that the trend is still providing a solid ROI for brands.
There will probably be a call for more authentic influencers. Influencer marketing will be less about celebrities and more about real people
Despite the soar of the digital age, word-of-mouth advertising is still the best in the business.
INFLUENTH MARKETINGINTERNATIONAL
BENCHMARKCONCLUSION - FRANCE : • HIGHEST KLOUT • COMPETITION HARD • MANY AGENCIES
- ITALIE : • GROWTH MARKET • LOT OF INFLUENCERS • LESS AGENCIES
- SPAIN : • LESS INFLUENCERS • AGENCIES WELL IMPLANTED
ACCORDING TO THE BENCHMARK : THE MOST INTERESTING MARKET : ITALY 1) LARGEST NUMBER OF INFLUENCER 2) LEAST AGENCIES IN THE COUNTRY 3) YOUNG AGENCY DEVELOPS EASILY
INFLUENTH MARKETINGINTERNATIONAL
BENCHMARK
17TH NOVEMBER 2016 - BRAND COMMUNICATION
@V_LELIÈVRE @AFNAN_SI @FERIEL.ALILI @ANTOINECAUVET
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
http://www.mediapost.com/publications/article/288473/8-influencer-marketing-mistakes-cpgs-make.html
http://www.business2community.com/marketing/create-killer-influencer-marketing-rfp-01700348#yzIgi5H75pcKsecZ.97
https://blog.hootsuite.com/influencer-marketing/?utm_source=twitter&utm_medium=owned_social&utm_campaign=social_hootsuite&hootPostID=4a80eb61e23d55234a5d8c7f9fe8665
http://www.buzzstream.com/blog/7-types-of-influencer-campaigns.html
https://www.entrepreneur.com/article/275923
http://www.business2community.com/public-relations/5-influencer-marketing-strategies-increase-brand-awareness-01700792#ekRU6j24PcJIbTmO.97
https://www.tapinfluence.com/blog-how-not-define-influencer-marketing/
http://simplymeasured.com/blog/influencers-vs-celebrities-the-critical-differences/#sm.0001w15081e78edfx9s2r4zaep4b3
17/11/2016 - BRANDING - INFLUENTH MARKETING -INTERNATIONAL BENCHMARK
Sources : Spain
Agency :
https://www.avanzasa.com/gente_avanza.avz
http://www.sercompublicidad.com/servicios/
http://www.momentumtf.es/index_eng.html#knowus
http://marketing-publicite-medias.europages.fr/entreprises/Espagne/%3E500/Agences%20de%20publicit%C3%A9.html
http://www.metpublicidad.com/
https://www.publidirecta.com/
Influencers :
http://www.loudbarcelona.com/top-10-spanish-fashion-bloggers/