mediacorp.sg Hi, I’m Miguel. 29 November 2017 1
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Top 5 Things Influencers Should Know When Working with Sponsors
Miguel Bernas
November 2017
mediacorp.sg 29 November 2017 3
mediacorp.sg
Learn the value of Social Media / Influencer marketing
• Influencer Marketing is the fastest-growing customer acquisition channel
• 92% more likely to trust their peers over advertising when it comes to purchasing decisions
• Influencer marketing has 11 times the ROI of a banner advertising campaign
• Marketing-inspired word-of-mouth generates more than twice the sales of paid advertising
29 November 2017 7Source: Tomoson Research, Nielsen, McKinsey.
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People are getting sick of ads
929 November 2017Source: PageFair
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Questions to ask:
• What other promotion is the client doing?
• Have the client worked with influencers before?
• Who does the client think has done a really good influencer campaign?
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Typical Client Organization
CEO
Chief C ommercialOfficer
Chief Operations Officer
Chief Technology Officer
Chief Product Officer
Chief Marketing Officer
Corporate Communications
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Typical Marketing Organization (Local)
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CMO
Product Marketing
Product 1
Product 2
Product 3
Marketing & Communications
Paid Advertising
Below-the-Line
Ad Agencies
Loyalty & Retention
eDMs
Loyalty Programs
Customer Segmentation
Digital Marketing
Social Media
Performance Marketing
Digital Agency?
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Typical Marketing Organization (Regional)
Regional Marketing Head
Country 1 Marketing Head
Marketing Manager
Digital Marketing Manager
Local Agency
Country 2 Marketing Head
Marketing Executive
Country 3 Marketing Head
Product Marketing
Marketing & Communications
Loyalty & Retention
Digital Marketing
Local Agency
Regional Agency
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Questions to ask:
• What is the brand’s core value proposition?
• What are the brand problems they need to solve?
• Who is the key decision-maker?
• Who has the budget?
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What role do you play in the Marketing Funnel?
Awareness
Consideration
Conversion
Loyalty
2029 November 2017
Get potential consumers to
know the brand exists
Help them make up their minds or
change their minds
Get them to buy…now
Make them feel good about their
choice
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Each channel plays a role in the conversion funnel
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Awareness
Discovery
Consideration
Visit website /
Convert or transact
Repeat user
Introduce your
new brand
Discover your brand through a trusted friend
In-depth information about your brand /
product
Conversion: user acts
on your call-to-action
User uses your product regularly; recommends
it to others
Display TV RadioPrint
ads
Shared
article
Social media post
Product
review
How-To
Video/s
Content
Marketing
CTA on
website
Description
in app store
Contact
Us form
PageEmail
Newsletter
Loyalty
programme
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Sponsors expect to see Reach & Engagement
29 November 2017 22Source: Popular Chips – Influencer Marketing Analytics
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How Influencers are usually evaluated
• Reach (# of followers, unique views)
• Engagement rates (likes, shares, comments)
• Cost-per-Engagement
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Questions to ask:
• Which part of the marketing funnel does my content address?
• How does the client define my content’s ROI?
• What’s the one metric that really matters?
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Loyalty comes from Trust
Trust comes from shared Values
Values are told through Stories
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Why Values matter to Brands
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Have you defined your own Brand Voice?
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Friendly?
Expert?
Irreverent?
Girl-next-door?
Self-deprecating Comedian?
Stylish Diva?
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Example: The Weekly Planet
29 November 2017 29Watch this episode of The Weekly Planet
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Singtel’s #Need4GSpeed
29 November 2017 30Watch the series on YouTube
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Questions to ask:
• What is my own value proposition?
• What is my own brand voice?
• Why does my audience follow me?
• What does my audience get from following me?
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How well do you know your own audience?
29 November 2017 33Source: Popular Chips – Influencer Marketing Analytics
Most influencers have bought Followers at least
once.Don’t be labeled a fraud
just to grow faster.
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How well do you know your own audience?
29 November 2017 34Source: Popular Chips – Influencer Marketing Analytics
80% of SG Influencers have less than 40% local
followers.(Many APAC countries face
similar problems.)
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Know the value of your audience
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Prove your audience is made up of their most valuable target market!
Source: Popular Chips – Influencer Marketing Analytics
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Show you care about performance
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Know the best day of the week, time to post content for optimal engagement.
Reserve your best “inventory” for clients.
Source: Popular Chips – Influencer Marketing Analytics
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Be proactive with previous campaign data
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Provide history of performance from
past collaborations. Prove you can deliver
results!
Source: Popular Chips – Influencer Marketing Analytics
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Questions to ask:
• How does the client define their ideal target audience?
• How similar is my audience to their ideal?
• Why is my audience valuable to the client?
• How much do I really know about my own audience’s wants / needs?
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Final Thoughts…
1. Start thinking about your “elevator pitch”
2. Decide how to define your own brand
3. Study industry metrics for influencers
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Thank you
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Miguel Bernas
@phatfreemiguel
https://www.linkedin.com/in/miguelbernas/