Continuing on with our DMSS series where we discuss some of the fantastic presentations that we attended at the Digital Marketing Skill Share (DMSS) 2018 conference in Bali. In this week’s post we will be discussing the presentation ‘The A to Zs of Influencer Marketing’ by Alvaro Quesada.
Who is Alvaro Quesada?
Alvaro is the Business Director for Tinkle International in Singapore, a full-service online marketing agency. Alvaro has over 10 years of experience in the communication industry and specialises in both traditional and digital communications.
The Workshop Details
Titled ‘The A to Zs of Influencer Marketing, the DMSS conference explained that the presentation would cover what influencer marketing should incorporate and how to implement content marketing effectively.
What is Influencer Marketing?
Alvaro started the presentation by explaining that brands have traditionally communicated their offerings to the consumers, leaving no opportunity for consumers to provide feedback. This has since evolved and consumers now possess the ability to provide information and feedback that guide brands to effectively construct their marketing efforts. This is where influencer marketing plays its role, Alvaro explained that influencers assists brands to channel the right offerings to the right consumers.
Alvaro shared a range of different marketing statistics:
- 95% of consumers trust recommendations from others even people they don’t know
- 33% of consumers trust ads
- Companies have increased their marketing efforts on social media and content creation by 55% in 2017
- 615 million of global devices (representing 11% of the global internet population) are blocking ads
Drawing on this, Alvaro discussed the marketing difficulty of engaging with disengaged audiences and provided the following findings:
- Marketers do not control the user journey
- Consumer responses are unpredictable
- Consumers do not trust brands anymore
- Adblockers inhibits brands visibility across multiple devices.
He announced that the solution to overcome this dilemma is influencer marketing. He explained that influencer marketing now plays a role in the delivery of brands’ message. However, 37% of businesses failed to generate a return in their investments in influencer marketing.
Reasons to why businesses fail
- Actions without a strategy – lack of clarity about ‘why you want’ and ‘what you want’
- Working with blind data – not understanding who the influencer and their followers are
- Fear of losing control – pushing instead of helping will not generate organic interests
How to work with influencers
He quickly walked us through how H2H (human to human), an agency that specialises in influencer marketing, conduct their marketing strategies to identify the right influencer for your business.
H2H’s methodology can be reapplied to all businesses’ approach to developing an effective influencer marketing strategy that provides results.
There are 4 key components includes:
- Clear brief with objectives
- Influencers identification and contract regulations
- Monitoring and reporting
Alvaro explained that H2H indexes content on a daily basis and provides users filters to identify the right influencer for the business.
Characteristics of an influencers
Alvaro explained that anyone can be an influencer. He identified 4 characteristics that make an influencer:
- Familiar – influencers have a strong presence in a specific segment
- Communicates Correctly – they have the ability to address and communicate topics within a segment
- Experience – they must be involved in the segment
- Build an Audience – they must have the capability to shape their followers
Metrics to determine a good influencer
He explained that influencers may appear to have the right credentials to be qualified, however it is critical to analyse the influencer social statues with right metrics. He suggested the following areas:
- Fake followers
- Inactive accounts
- Post count
- Engagement rate (likes)
- Growth rates
He recommended businesses identify the associated cost to sponsor the influencer and compare that investment to traditional social media campaigns that reach the same audiences.
What can we take from this Presentation?
This presentation clarified an influencer’s role in the modern marketing mix. Alvaro has generated a list of considerations that will enable us to effectively implement this marketing approach that will ensure a return of investments and deliver results.