INFLUENCERS
MARKETING
Prepared by Lam Thinh
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This topic is talking about the Influencers Marketing and how we can apply the influencers Marketing in the market
Typology: Slides
2019/2020
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INFLUENCERS
MARKETING
Prepared by Lam Thinh
TABLE OF
CONTENTS
Overview the
market
Definition of Influencers
Marketing
Purpose and
Application
Advantages and
Disadvantages
Case Study
Overview the market
Marketers continues to spend budget for influencer marketing
6.5x
The revenue is higher than the cost for influencer marketing
Consumers believe about information of influencers
Marketers intend to increase budget for influencer marketing Source: 7SAT (2020), State of Influencer Marketing in Vietnam 2020
Definition
Word Of Mouth
Marketing
E-Word Of Mouth
Marketing
Defined as a process of sharing information from one person to another via face to face, telephone, internet, etc As a communication process where one individual may influence others on the Internet
Types of influences
1 2 3 4
Nano Influencers
Micro Influencers
Macro Influencers
Mega Influencers
1.000 – 20.000 followers True impact on user KOCs / Expert in specific field 20.000 – 200.000 followers Good impact on user Hot profiles / Expert in specific field 200.000 – 1.000.000 followers Great impact on market Celebrities Over 1.000.000 followers Extremely great impact on market KOLs
Choosing influences
PRE DURING POST
Relevance
Resonance
The match between influencers and brand The relevance of followers Quality of followers The interaction of followers on the Fanpage The efficiency and effectiveness of content The image of influencers
Content
Content will be divided into two types
Content from brand
Content from influencers
The language of content should be familiar with loyalty followers Content should not be involved too much branding
Quantity Score
Real Reached Active Follower Per Post Real Engagement Total unique follower
Quality Score
Demographic Follower Relevance Score Sentiment Score
Purpose
01 Increasing the brand awareness 02 Increase switching user from competitors 03 Increasing the positive attitude 04 Increase loyalty of customers
Application
01 PRODUCT PLACEMENT 02 REVIEW PRODUCT 03 CREATE CAMPAIGN EFFECT 04 BRAND AMBASSADOR
Pros and cons
CONS 01 Negative image of influencer impact on branding 02 Influencers are not matching with the brand 03 Hard to control the information from influencers