Marketing influenceurs

Marketing influenceurs

Parlez à vos publics par l'intermédiaire des personnes à qui ils font confiance

Au cours des dernières années, nous avons assisté à la montée des adblockers et à la chute de la confiance des consommateurs dans la publicité. Il n'est pas étonnant que chaque marque se tourne vers le marketing influenceurs, pour s'assurer que leurs messages seront vus, entendus et mémorisés. Et vous?

Pourquoi le marketing influenceurs?

Nous sommes entrés dans l’âge de la post-vérité. Les gens font confiance à leurs amis et leurs proches plus qu’aux journalistes, aux entreprises ou aux représentants élus.

Cette dispersion d’autorité va plus loin. Désormais, une «personne comme vous» est beaucoup plus crédible qu’un PDG ou un élu.

Le marketing influenceurs est une réponse parfaitement adaptée à ce contexte: c’est pour ça qu’ils sont en train de disrupter la publicité. En effet, 40% personnes ont déclarés avoir acheté un article en ligne après avoir été utilisé par un influenceur sur Instagram, Twitter, Vine ou Youtube.

Il y a d’autres statistiques tout aussi dingues.

Comment nous utilisons le marketing influenceurs

Traditionnellement, le marketing d’influence est géré par les RP (les relations publiques, pas les relations presses). Il est donc vendu comme du consulting, sans garantie de succès. Nous avons donc choisi une approche complétement différente.

Pour nous, le contenu de l’influenceur est le nouvel espace média.

Disons que vous voulez 10 millions de vues sur ce que vous publiez, ou que vous préférez un engagement de 50’000 clics ou réactions.

Eh bien nous vous proposons ces résultats comme un forfait.

Notre approche innovante s’organise en 3 phases :

  • Identifier les influenceurs
  • Segmenter précisément les influenceurs identifiés
  • Contacter les influenceurs sélectionnés

Notre offre

Diffusion de contenu aux influenceurs

Avec la puissance de l’automatisation et de l’AI, nous pouvons facilement atteindre un grand nombre d’influenceurs. Nous choisissons ceux qui sont le plus pertinents dans votre domaine et votre zone géographique. En utilisant votre matériel (textes, visuels, médias), ils pourront créer un contenu unique et convaincant, et ainsi associer de la valeur ajoutée et du désir à votre marque.

 

Evénement influenceurs

Notre expérience montre que la meilleure façon d’obtenir des résultats est de rassembler un certain nombre d’influenceurs au sein d’un événement spécifiquement créé pour eux. Ils peuvent ainsi créer du contenu authentique et cohérent qui restera fidèle à eux-même et à leur histoire unique. Cela provoque une bulle d’intérêt temporaire qui aidera votre un message à se démarquer.

 

↑ Voici le lancement de la nouvelle montre Victorinox I.N.O.X watch à New York City, que nous avons célébré devant plus de 250 influenceurs.

Lisez notre étude de cas

Sometimes public relations is mistaken because it's called PR to press relation and if you do PR and you only have a discussion with the press, it's not enough. Because today the consumption of social media and blogs is very important and cannot be ignored.
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!
Olivier, hi!
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!

↑ Voici les points marquants de notre événement influenceurs pour Ricola à Bangkok en Thaïlande.

Lisez notre étude de cas

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