Rohit Mittal

INFLUENCER MARKETING DISCLAIMER Copyright ©2017 by Rohit Mittal-All rights reserved by the creator of the document. Publication Date: May 2017. Rohit Mittal reserves the right to change the contents of this document and the features or scope of the content at any time without obligation to notify anyone of such changes. The content has been adapted using secondary research from various data points via “Google Search”. Infographics used in the document are the property of the respective owners and have been used for indicative purposes only. The author reserves the right for authorization and usage of the Intellectual Property contained in the document. Introduction: Influencer marketing is the practice of working with influential people online to spread the word about your products and services through social media and blogs. R Challenges: Marketers have a lot to address Today Marketing Managers, Brand Managers, Social Media Managers and other marketers are on their toes to create a constant stream of content to fill their pipeline and fulfilling their engagement goals. Added to the complexity is to avoid erosion of consumer trust in brands. Online Community is Noisy and Cluttered The digital world is a noisy and crowded place and consumers only filter that content which they are interested in and consider it trustworthy and relevant. People Trust People Word-of-mouth marketing has become a trusted source of information for many consumers, while marketing programs rooted in traditional advertising are subject to increased scrutiny. How it Helps: Humanizes the Brand Brands have the challenge of “Recall” and “Relatability”. However, presenting a trusted, familiar face might be all it takes to get skeptical consumers on board. An influencer can provide this: a recognizable figure with a built-in following who applies their story to your messaging. Introduce a brand on a New Social Platform Just as in our offline lives, it’s who you know online that matters. Influencers who are already active on networks like Instagram or Vine can be your passport to this new audience. New Product Development Influencers offer fantastic insight on the needs of your target market because they are a part of that audience. So influencers acting as designers for your brand (on Pinterest, for example) can guide you in the creation of new products that they know will resonate with consumers. Produce Contextual Content Influencers create promotional content that can be shared with the public both by your brand and by the Influencers themselves. Although this content is produced with marketing intent, influencers know how to make it feel native to whatever space they work in, so consumers can absorb its message without filtering it, as they would with a traditional advertisement. Spread the Word To The Target Audience Working influencers into your marketing mix helps them to understand your objectives and apply their talent accordingly. Tell them what your brand wants to say, but give them the freedom to say it in a way that feels authentic to their own persona and audience. Cover Your Event Using Voices on The Ground Influencers can act as journalists, documenting your events and working to build anticipation with photos, videos, and Tweets. With the help of influencer coverage, your event becomes “real” and feels more relevant to consumers. Spark Conversations Influencers can guide community conversations and produce responsive content based on communal topics on Facebook, Google+, etc. This allows consumers to interface with your brand through real, identifiable people who can speak to them on their level. Crisis Management Communicating through influencers in times of crisis can help diffuse the tension surrounding those situations. Influencers can meet consumers in the places that generate negative hype, so be sure to arm them with the information they’ll need to answer questions and address concerns. Key Facts and Figures India: ▪ ▪ ▪ ▪ ▪ ▪ 60% of the influencers are in the age group of 20 to 30 with the highest % of bloggers within the age group of 20-25 viz. 38.10% Male to Female Ratio is 55:45 Most popular areas of blogging are Lifestyle/Fashion, Travel, Sports, Food, Health, Tech, Business, Entertainment. Most active channels are Twitter, Facebook, Instagram, Blog, Google+, Pinterest, YouTube, Zomato, Trip Advisor. Most leveraged channels for Brand Engagement are Twitter, Facebook, Blog, Instagram, Pinterest, YouTube, Google+ in order of appearance. Major Buyers are FMCG, StartUps, Technology, B2B, Healthcare. Source: http://www.influencer.in/blog/a-birds-eye-view-into-the-minds-of-digital-influencers-in-india-results-fromour-2015-survey/ Major Players: ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ Influencer.in Eleve.co Blogmint Get Evangelized BlogAdda IndiBlogger Fromote ViralNation Vizified Speakr Instabrand Greenroom BillionBogs Social Beat KEY INFOGRAPHICS: -