In the past years, we've witnessed the rise of adblockers and the fall of consumer trust in advertising. No wonder every brand is turning to influencer marketing as a way to make sure their messages are seen, heard, and remembered. Are you?
Why influencer marketing?
We’ve entered the age of post-truth. People trust friends and relatives more than journalists, companies or elected officials.
This dispersion of authority goes further. A person like yourself is now far more credible than a CEO and government official.
The perfect response to this context, influencer marketing is disrupting the world of advertising. 40% of people say they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine, or YouTube.
How we do influencer marketing
While influencer marketing is usually handled by PR (we mean Public relations, not press relations) and sold as consulting with no success guarantee whatsoever, we chose a different approach.
For us, influencer content is the new media space.
Let’s say you want 10 million views on whatever it is you want to say. Or you’d rather go for engagement with 50 thousand clicks or reactions.
Well, we sell this as a package.
Our innovative approach uses three phases:
- Identify relevant influencers
- Fine segmentation of identified influencers
- Automated reach-out for cost-efficient and wide impact
With the power of automation and AI, we can easily reach out to a large number of influencers. We pick those relevant to your field and geographic area. Using your quality assets, they’ll be able to create unique, compelling content. And add value and desire to your brand.
Our experience shows the best way to get results is to gather a number of influencers in an event. There, they can create authentic and compelling content that stays true to their unique voice and story. It results in a temporary trend that helps your message stand out.
↑ Watch how we celebrated the launch of the new Victorinox I.N.O.X watch in New York City in front of 250+ influencers
The problematic you have, is: instead of having to talk to 30, 50 or 100 people to get your message growth, only you need to speak to 1,000, 2,000, 3,000 people. So the classic techniques of Excel lists of press people plus trainees that call them, is not working anymore.
So for that we have a software and robots... and the first of them is called Magelan. Magelan for the web, finds out influencers in any fields. We have in the database around 2 millions influencers.
Then there's a second robot that add another layer and this layer is… we try to bring intelligence into that. So Aristote will read all the content made by a single influencer on any media he has, like Facebook, Instagram, Twitter, Medium, Blogs, LinkedIn... and then it will give tags and subjects he talks about in this sort of relevancy score for each of his subjects.
And here we are in Bangkok organizing an event where Ricola asked us to bring influencers of Bangkok in Thailand.
So please follow me, the event is just right here, and it's a Martin who organized all the project.
And he will talk to you about this project.
So, hello Martin!
So can you explain a bit the event, please?
Actually the event is…. Why do we do an event? an event, it’s really to kick off a campaign in terms of having content produced and then to create something for bloggers. We have to have the possibility to bring people in touch with the product. And that's actually what we do! So, the product is the star. So the product is in the center of the entire event, and then we have an invitation to around 50 bloggers that will arrive here and then influencers actually, not bloggers... and they will create their own content.
And how many bloggers did you talk to get those 50 influences tonight? So first we do a research and then it was in the end of 700 bloggers that we contacted and in the end we have 50 that will arrive tonight.
And to reach usually influencers around the world we use emails but, how did that work in Bangkok?
So this was really special... usually touching influencers by email it's easy. But in Bangkok, in Thailand, it was so difficult because they don't respond to emails. So we found out other key channels, like lines, like we come back then through social networks... and this made the process so much more difficult! So, this was a challenge for the tech team, that we work with.
And I think it's the best if you just ask them!
Ok! They did it! Let's go meet them!
And so this is Vivien. How are you? relaxed? absolutely! absolutely perfect!
So I think we have like 1 minute before the event starts.
Okay what have you done to bring the bloggers to this spot here?
Any great advertising campaign need 2 things. It needs trust and it needs skills. The idea was here to find a huge volume of influencers to reach out to. So they could produce the most trustworthy content the most genuine, the most authentic content possible. The idea was to create amazing a context very authentic very Swiss and to invite all the bloggers from Thailand, here to create the best experience possible. So what we've done here was to deploy our technology in any languages which was the Thai language in order to identify the biggest volume possible, and to reach out to them with the best methods availables. Usually in Western countries we do that by email, but the challenge was here to do it not by email, but by text messages. By Line, a new platform. So a little bit of innovation was required in the end.
And what exactly do you mean with innovation? What have you done?
With building new thesaurus… so the new set of keywords in order to score technology in new languages which we've never had done before... which is in this case style. So the idea was to figure out the keyword density that was the most appropriate for the industries that we selected it in order to get the best influencers right here, right now! But it’s difficult to get the influencers? enough influencers?
We need to adapt a little bit our methodology, which was not easy… at the end of the day it was fine.
For the typical scheduling function in African countries and we need to adapt the show up will be the best proof of that!
Let’s get start… Do you have any question from your side?
I think, let's start!
↑ Watch the highlights of our influencer event in Bangkok for Ricola Thailand