influenth marketing - explication & european benchmark

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


HISTORY OF

INFLUENCE MARKETING


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


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


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".


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


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


4W INFLUENCE MARKETING


4


Who are the influencers ?IMPORTANT LEVEL OF IMPACT ON WHAT PEOPLE DECIDED TO BUY


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. ”


When do we call on to an influencer ?


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.


Score Klout


STEPS OF

INFLUENCE STRATEGY


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


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


STEPS List your influencer Ranking them and choose

CA B

1 x x

2 x

3 x


STEPS Contact the influencers

D


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


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


BENEFITS OF

INFLUENCE MARKETING


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


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.


CASES STUDIES


CASES STUDIES

Videos

https://www.youtube.com/watch?v=Nd-zF21ptwY&feature=youtu.be


#FOLLOWMETO


@MUMIMFINE


EUROPE BENCHMARK

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


EUROPE BENCHMARK

@MUMIMFINE


EUROPE BENCHMARK

FRANCE


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"


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.


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.


AGENCIESExtreme Sensio

18 YEARS

OLD

CITROEN DS AXA FUTUROSCOPE GARNIER DECATHLON SKITTLES

- Les trophées Marketing - Grand prix Stratégies - Top/Com - CSS Design Awards


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

http://Aramisauto.com

http://Aramisauto.com


INFLUENCER @GARANCEDORE


INFLUENCER @MAKEMYLIMONADE


INFLUENCER @EPPCOLINE


EUROPE BENCHMARK

SPAIN


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 ".


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."


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 "


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.


AGENCIESAvanza

13 YEARS

OLD

MITSUBISHI, BURGER KING, DELL,IKEA,MANGO, NOKIA,

FIAP Award - Silver, Audiovisual Production 2015


INFLUENCER @DULCEIDA


INFLUENCER @BARTABAC


INFLUENCER @BERTA BERNAD

berta bernad


EUROPE BENCHMARK

ITALY


AGENCIESLorenz Lab

2 YEARS

OLD

MAPEI, PIAGGIO, APRILIA, MOTO GUZZI, DAINESE, DIADORA, RUDY PROJECT DIAMANT.

Open Art Awards - Pontini Luxury


AGENCIESOUT OF BLUE ADVERTISING DI BASILICO ANDREA

5 YEARS

OLD

LUMINA TORTA RUSTICA

MINI MISTI CHICCO DORO

CLINIQUE DORMUS

Clinique


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


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


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


INFLUENCER @NASTILOVE


INFLUENCER @MARIANODIVAIO


INFLUENCER @CHIARAFERRAGNI


FUTURE OF

INFLUENCE MARKETING


FUTURE OF INFLUENCE MARKETING


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.


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


BENCHMARK

17TH NOVEMBER 2016 - BRAND COMMUNICATION

@V_LELIÈVRE @AFNAN_SI @FERIEL.ALILI @ANTOINECAUVET


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


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/