Steps to influencer marketing
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to be more clear on using influencer on Thailand Market. How select the right influencer for your brand. Influencer type, influencer structure, and how to measurement.
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Steps to influencer marketing
- 3. If you are using social for brand initiatives you should consider Influencers.
- 4. There are only 2 primary use cases Acquiring New Customers Engaging Existing Customers Select your objective purchases Claim coupons Amplify content Mobile App installs Grow Fans or subscribers Generate user content Create Product reviews Re- engagemen t with brand Collect survey data Others
- 6. MEGA MACRO MICRO Artists, actors, YouTube or social media stars Executives, journalists or bloggers Existing customers or employees Content prodigies who mesmerize us Who create authentic and engaging content Who amplify content to their audiences
- 7. REACH RELEVANCE RESONANCE Ability to deliver content to a target audience Strength of connection to brand or topic Ability to drive desired behavior from audience MEGA MACRO MICRO 1M+, with 2% to 5% engaged per post 10k to 1M, with 5% to 25% engaged per post 500 to 5k, with 25% to 50% engaged per post MEGA MACRO MICRO Higher topical relevance, Lower brand relevance Higher topical relevance, Lower brand relevance Lower topical relevance, Higher brand relevance MEGA MACRO MICROLowest ability to drive reaction from audience Medium ability to drive reaction from audience Highest ability to drive reaction from audience
- 10. MEGA MACRO MICRO Campaign based Campaign based Can be campaign based or always on STRUCTURE
- 11. MEGA MACRO MICRO Rented for a campaign Rented for a campaign Can be rented for campaign or owned SOURCE
- 13. Influencer Generated Brand Generated Co-Developed Content Influencer creates content and fits a brand into it Brand creates content for influencer to share Brand provides guidelines for influencer Influencer generated to protect audience Influencer generated or co-developed Brand generated or co-developed
- 14. What to measure?
- 15. AWARENESS ENGAGEMENT AUDIENCE GROWTH CONVERSIONS Impressions, views or earned media value Likes, comments, shares or clicks New fans, followers or subscribers Downloads, installs or purchases
- 16. MEGA MACRO MICRO Awareness (impressions) most common Engagements most common Conversions most common
- 17. Which platform?
- 19. Questions to Ask Platforms 1. How do you recruit influencers and verify their data? 2. How do you define influence and ensure it is relevant to my brand? 3. How do you activate influencers? 4. How is the content workflow managed? 5. How do you handle FTC guidelines and disclosures? 6. How do you measure performance?
- 20. Thank you