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Since the democratisation of Instagram, influencer marketing has been on the rise. While there have always been influencers in the business community, these have changed from highly specialised experts, journalists, consultants and famous professionals, to enthusiasts from the general public who want to share their knowledge. Whether it’s B2B or B2C, influencer marketing is an integral part of the advertisers’ toolkit. And for good reason, as it is easier to trust a person that you follow online (and who is subconsciously part of your community) than a generic advertisement.

The main challenge of influencer marketing often lies in measuring performance. How do I know if the amount I have invested had a significant impact on marketing and sales objectives? To find this out, you need to rely on influencer marketing’s impact on performance.

How influencer marketing is changing the game

Formerly a marketing lever that was a bit special, influencer marketing was mainly use for branding and to improve the notoriety. It has since joined the wider category of performance marketing tools. And it is clear that the number of influencers is growing almost continuously. This is a massive paradigm shift for major brands that have to adapt continuously.

Marketing investments by advertisers are increasing: 65% of marketing professionals increased the budget devoted to influencer marketing in 2019. This is a choice that isn’t just about a simple fashion, but an actual lever that enables you to reach new, targeted consumers. However, for many companies, the return on investment remains one of the big unknowns. This is a legitimate question because ROI depends mainly on the way campaigns are run.

Is influencer marketing a solvable solution in performance marketing?

The answer is “yes, but…”.

Yes, because the business model is partially based on engagement (number of views, clicks, conversions, etc.), but it all depends on your strategy and organisation.  Investing in influencer marketing without a specific plan and expecting a hypothetical result is not the most effective way to go about things.

In fact, influencer marketing must be incorporated into a specific action plan. With a calendar, objectives, an editorial line, and messages linked to well-defined personas. Before you begin influencer marketing, you must build the tools to surround your campaign such as a landing page, sales pitch, promo codes, link tracking, conversion pixels, etc. The goal is to end up with the right data to track the customer experience and to create engaging content to boost conversions.

A good influencer marketing campaign also relies on the connection between the advertiser and the influencer. Both parties must share common values ​​and a certain legitimacy. Hence the rise of micro-influencers who focus on a niche market with a loyal community.

What ratios and KPIs should be monitored?

It is impossible not to mention ROI when discussing influencer marketing. The KPIs for this were previously very vague but are now much better used and understood. There are two main categories:

On the influencer and social networks side:

On the campaign side:

With influencer marketing as a lever of performance, it is now possible to broaden its range of options for marketers. Not only does it provide variety in tone and style, but it also supports high quality content. By investing in the right place and being well-rounded, brands can design relevant and targeted campaigns with minimal risk taking.

A factor 5 return on visibility. This is the average result of an influencer marketing campaign, according to a study conducted in the United States. This means that one dollar invested in influence provides a return of $5.2 in EMV (Earned Media Value – see below). This visibility constitutes a significant competitive advantage, as the trend is rising: the use of Instagram has multiplied ten times over the last 5 years, and two-thirds of marketing professionals intend to increase the budget assigned to influence over the next 12 months.

The only thing is, while influence marketing is on the up, it must also be controlled and measured in order to become established. Tracking and measuring the return on investment of influence has often been an important question for marketers. To allow you to find out more, we would like to present to you some of the answers, tips, and good practices.

Define your objectives clearly

They may be diverse, depending on your strategy, but they are fundamental. In actual fact, it is impossible to measure a relevant return on investment unless you are aware of the desired objective. There can be many influence objectives – here are a few examples:

Earned Media Value: the essential KPI

Earned Media Value (EMV) is equivalent to free media exposure through channels of communication that are not controlled by the company. This could be blog articles, product reviews, videos on YouTube, client testimonials on digital platforms etc. In general, it is measured on the basis of two variables: exposure and commitment.

Exposure is the number of people who have been “exposed” to your product, your offer or your brand through the work of influencers. The more regular the collaboration and the more varied the channels of influence (Instagram, YouTube, Facebook, Twitter, blog, press gallery, sponsored content etc.), the greater the exposure. It is measured by monitoring the change in the number of followers, impressions, website visitors etc.

Engagement refers to an action performed by a user. This could be a click on a link, a share, a like, an interaction with a chatbot or a comment on social media. It can also refer to a conversion on a landing page or website, or even via an in-app purchase. To measure it, it must be attributed a value. For example, this could be €0.50 for a like, €2 for a share etc. The more engaged is the visitor, the greater is the sum. As well as the potential for conversion into a prospective client is increased.

Measuring conversion

Conversion is the final step for a visitor acquired by means of influence. Using specific tools, you can measure the behaviour of web users and their willingness to make a purchase. Landing page, product page, micro-site or social platform… all interactions can be tracked and thus measured using a variety of tools (URL shortener, conversion pixel, affiliation link etc.)

Advertisers can also share unique promo codes to validate a basket or a link to a web page specially designed for the influence campaign. A simple glance at Google Analytics will thus provide you with several useful KPIs to compare the results of your campaign with your initial objectives.

Influence marketing is not just temporary hype driven by a few social media stars. It is an actual, coherent strategy that produces genuine results on a commercial level. Then, that can make use of powerful tools to measure the ROI that it generates. In order to be effective, influence does not necessarily require significant internal investment provided. You can call on an agency with the necessary expertise! Contact us and let us know how we can help you.

Influencers have been part of the marketing mix for advertisers for several years now. With a tweet, a photo, an article or a video, they’re able to reach a growing and generally highly engaged community in a natural and spontaneous manner.

Working with influencers, however, is not something you can just improvise as you go along. It’s a process that needs to be planned ahead and carefully thought out, and which relies more on creative collaboration than on a customer-supplier relationship. Creating an influencer marketing campaign, therefore, requires an appropriately adapted strategy.

If you’re tempted by the idea, here we give you all the best practices you need to make your influencer marketing campaign a success.

Know Who You’re Speaking To

Before launching, you need to know who to speak to. Who are your targets? Who are your buyer personas? What kinds of lifestyles do they have? The decision-making levers? The kinds of content they like to read and share? Their consumption habits? Knowing who to speak to is essential when it comes to orienting your influencer marketing campaign in the right direction. Once you know your customers and what motivates them, the search for influencers who match their requirements and expectations will be easier.

Understand the World of Influencing

In the small world of influencing, there are big players and little players. The first is made up of the star influencers with hundreds of thousands of followers – or indeed even several million in some cases. We are in the realm of mass influence here. Often, these are stars of the small screen or the world of sports or long-established creators with a long-standing presence on the web.

Then come the micro-influencers. Their communities are smaller but often more engaged. They concentrate on niche markets in which they’re regarded as genuine experts. You tend to find them specialising in topics relating to leisure activities, sports, new technology, gaming, the world of beauty, etc. Because they’re passionate about what they do and natural in their approach, they can easily reach a large community in a highly unpretentious and respectful manner.

And finally, there are the nano-influencers. These are even smaller but have significant growth potential. Some have just a few thousand followers. Brands, therefore, rely on their “innocence” and the authenticity of what they have to say to expand their markets in the hope of future returns.

Finding the right influencer

Contacting an influencer directly is usually a waste of effort. You need to go through formal and informal networks and submit business cases that make sense.

Though it is possible to contact micro-influencers and nano-influencers directly, the best approach is to go through agencies that do this as a profession. They will know the influencers expectations and requirements as well as their availability and what it is they’re looking for. Going through intermediaries avoids you making beginners’ mistakes and saves you time in the value chain.

Not all influencers work in the same way. Some will only agree to simply mention the brand; others might be willing to carry out a demonstration of the service or product, or even agree to create native branded content. No matter what the case, before negotiating with influencers you first need to make sure you’re familiar with their world, their content and their values. It’s here, in particular, that agencies come in very useful.

Co-constructing rather than imposing

An influencer will accept a project more easily if they’re able to participate in its development. You, therefore, need to adopt an open attitude and be willing to allow a certain amount of leeway. This is, in fact, something that’s not always obvious to advertisers, who always tend to want to exert maximum control over their marketing and communications.

When putting an influencer marketing campaign in place, you should have no hesitation in using the services of multiple influencers. The aim is to generate as much exposure for the brand as possible over a defined period of time.

However, people tend to flick quickly between one thing and the next, going from a blog to Instagram then switching to YouTube in the space of just a few minutes, for example. They, therefore, need to be able to find brand content that’s in keeping with these communication channels and with the influencers’ habits and behaviours. Here, we are here getting closer to the native advertising model, but don’t forget: an influencer is not a muse to whom you simply say what you require.

Measuring the return on investment

Defining the KPIs for influencer marketing is not as straightforward and clear cut as it is for traditional types of marketing, but these KPIs do nevertheless exist. They tend to be expressed in terms of audience reach, the number of clicks, likes and comments/reviews, social media shares, promotional code use and tracked links, etc.

Earned Media Value is another useful KPI to track. This equates to the media exposure acquired when the brand is talked about via channels of communication not controlled by the company. This could be in the form of blog articles, product reviews, YouTube videos, customer reviews on digital platforms, etc. What an influencer says can thus spread onto other communication channels via a snowballing effect.

Putting in place an influencer marketing campaign is therefore not as easy as it might seem. Because it forms part of a specific strategy, it needs to have a clear objective and be executed in a perfectly controlled manner. This is why it makes sense to seek the help of agencies that do this as a profession and can advise you in making the right choices. Talk to us today!

After a first session dedicated to mobile marketing, Kwanko invites you to a new session of Kwanko Academy, this time dedicated to influencer marketing.

Gain expertise: Why and How to implement Influencer Marketing

With the rise of digital, brands are now pressured to shake up their communication strategies in order to offer consumers – who are ever more demanding – personalized messages, with the goal of creating a tangible bond and a close relationship.

Influencer marketing re-humanizes the relationship between brands and consumers and has become leverage for growth!

Once its effectiveness is well-established, certain well-defined rules must be followed so that your influence marketing campaign is successful and above all, impactful.

For this second session of Kwanko Academy, the group calls on two influencer marketing experts to respond to all your questions. Julien Tournier, Publisher/Influencer Director, and Samuel Diop, Influencer Manager, will be here this Tuesday, June 13th starting at 9 am at the 1K hotel to deepen your knowledge of influencer marketing.

Based on real-life client cases, we will explain how to construct an influence marketing campaign that will positively impact the reputation of your brand and the perception internet users have of it, as well as sales generated.
Would you like to participate in Kwanko Academy? Register here in order to attend this 2nd session. Places are limited!

The E-Marketing exhibition, a major digital marketing event, will take place on April 18th – 20th and will highlight the latest solutions that appeal to connected consumers. During this gathering, Julien Tournier, who is in charge of the publishers and influencer division at Kwanko, will give a conference on influencer marketing.

Kwanko will be present at the 2017 E-Marketing exhibition which will take place on April 18th, 19th and 20th at the Porte de Versailles Parc des Expositions. Nearly 300 exhibitors will take part in the event to talk about digital marketing and customer relations. During different workshops, various solutions will be presented, particularly through the testimonies of experts from the business world.

Influencer Marketing, the next big e-Marketing Trend

Julien Tournier - Head of Publishers at KwankoAmong the 6 plenary conferences proposed, visitors will have the opportunity to deepen their knowledge on influencer marketing with Julien Tournier, the head of the influencer division at Kwanko. A genuine 2.0 word-of-mouth, influencer marketing has become one of the main sources of information in the purchasing process.

Indeed, the latest studies show that almost 80% of consumers are very receptive to the influencers’ recommendations. Although the effectiveness of this lever no longer needs to be proven, most brands still struggle to build effective and successful influence campaigns.

Targeting strategy, customer experience, storytelling, the definition of the KPIs… so many elements that need to be monitored if you want to get good results in the world of influence marketing. Based on concrete customer cases, this conference will give you the keys to building an influencer campaign that will result in a positive impact on brand awareness, an improvement in Internet users’ perception as well as an increase in the sales generated.

A Better Understanding of Connected Consumers

Getting to know customers has become quite a challenge for advertisers. “Digital addicts” or connected consumers are also increasingly familiar with the latest innovations and quickly adopt solutions that make their lives easier. Augmented reality, 4D, new digital experiences, social networks… Thanks to these innovative media, consumers have become the best ambassadors of a brand within their community.

Dedicated to customer relations, the E-Marketing exhibition will bring together stakeholders from all connected marketing fields. Social marketing, rich & video marketing, content marketing, mobile marketing, ePub, bots… the event will address all the solutions for gaining effectiveness at the time of uberization and the digitalisation of the economy. It will also provide an opportunity for digital marketing stakeholders to expand their address books, discuss or debate marketing trades and receive valuable advice in order to adapt their strategy to the challenges of the future.

Backed by vast communities and high-performance content, opinion leaders have become vital partners for brands. Julien Tournier, Head of Publishing at Kwanko, presents his company’s “Influencer Marketing” offer. Which allows advertisers to highlight their brand image, arouse customer interest and eventually generate sales.

Julien Tournier - Head of Publishers at KwankoWhat are the objectives of Kwanko’s “Influence” offer?

Julien Tournier: This offer allows us to address the growing need of advertisers to not only improve their branding and viral marketing but also increase their traffic and conversion rates. Whether it be for a specific event (product launch, sales, crisis management…) or over the long term, our teams help brands conceive and implement influencer marketing campaigns that are guaranteed to succeed.

Who can benefit most from Kwanko’s “Influence” offer?

Fashion, beauty, healthcare, sports, high-tech, decoration…Whatever the line of business advertisers are in, we can provide them with solutions that fit their own particular needs. Thanks to our expertise and network of influencers, we are able to broadcast an advertiser’s messages to a specific audience. Via the social networks, blogs, content sites, or targeted media using customized formats. (sponsored articles, wraps, videos, posts, contests, native advertising, etc.).

Which method do you use to come up with influencer campaigns?

After fully analyzing a brand’s DNA, we identify influencers who share this DNA, then create suitable content and develop the influencer scenarios which are most relevant for the specific case. Benefiting from our range of management tools, our team of experts rigorously optimizes the performance of the campaign, from the implementation stages all the way until the end of the operation.

What kind of results can your customers expect?

Allow me to use a specific example to illustrate this point. The Body Shop asked us to create a special campaign to promote their Advent calendar. Teaming up with the fashion and beauty YouTuber Noémie (“Make Up Touch”), we prepared a contest, a special video, video inserts, and Instagram posts. The result was that the brand gained in visibility (200,000 people reached) and improved its brand image (+123,000 likes and +18,000,000 subscribers),

What are the strong points of your offer compared to those of your competitors?

Identifying the right influencers has become a real challenge for brands. Let’s take the example of two bloggers having the same positioning and the same type of audience for the same operation…well, these two people may not produce the same results! That’s where Kwanko comes in.

Drawing from our network of 5,000 influencers, we can offer tailor-made campaigns which meet the needs of each individual customer. Furthermore, our position as the European leader of performance marketing guarantees that advertisers will enjoy concrete results (KPIs). We stand out from our competitors by offering customers human expertise and a consulting style approach.

You have been promoting the “Influence” offer for a few months now. How has it been received?

Actually, we first launched this offer and began testing it on our customers more than four years ago. Since 2014, we have created more than 4,000 campaigns for 130 different customers.

In the beginning, it was mainly a matter of creating one-shot actions, but eventually, our customers started requesting campaigns with common threads. Advertisers began to see the benefits of influencer marketing. That’s why, today, many of them ask for our help on a year-long basis.

If you liked this article, please contact us to find out more or to discover our “Influence” offer.