Real Time Marketing
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The document discusses the evolving concept of influence and influencers in the digital marketing landscape, emphasizing that influencers can be anyone with a dedicated following, not just celebrities. It outlines criteria for identifying effective influencers, such as relevance, reach, and resonance, and explains the four main activities of influencer marketing. Finally, it emphasizes the importance of a mutually beneficial relationship between brands and influencers.
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Real Time Marketing
- 1. REAL TIME MARKETING HUSSEIN M. DAJANI HEAD OF CONTENT AND INFLUENCE MARKETING
- 2. “You have been influenced when you think of something you wouldn’t otherwise have thought of or you do something you wouldn’t otherwise have done.” Philip Sheldrake The Business of Influence
- 3. What lead you to come to this conference?
- 4. When mentioning influence, you probably think of social scoring platforms
- 5. But while social scoring can be the start for finding influencers, it’s not quite as clear cut when it comes to being democratic around influence itself.
- 7. KLOUT PEERINDEX TWEET GRADER TWEET LEVEL
- 8. ALL OF THEM ARE… IN THEIR OWN CONTEXT
- 9. In traditional media… Influencers are celebrities.
- 10. But, in the digital world, they can be anyone with a fan base.
- 11. An influencer is anyone who: 1. Posts consistently, 2. Gains trust of their followers, 3. Gets alot of engagement on their posts, 4. Is very knowledgable about a certain topic, 5. Is able to mobilize opinions and create reactions, 6. Has large online communities focused on specific topics.
- 12. An influencer is not necessarily someone with thousands of followers!
- 13. 4 LEVELS OF INFLUENCERS CELEBRITIES PUBLISHERS FANS FRIENDS MORE INFLUENCE MORE REACH CELEBRITY BLOGGER CUSTOMER BEST FRIEND FAMILY CO-WORKER VENDOR
- 14. CELEBRITIES PUBLISHERS FANS FRIENDS CELEBRITY BLOGGER CUSTOMER BEST FRIEND FAMILY CO-WORKER VENDOR 4 LEVELS OF INFLUENCERS MORE INFLUENCE MORE REACH
- 15. CELEBRITIES INFLUENCERS INFLUENCERS FRIENDS CELEBRITY BLOGGER CUSTOMER BEST FRIEND FAMILY CO-WORKER VENDOR 4 LEVELS OF INFLUENCERS MORE INFLUENCE MORE REACH
- 16. TYPES OF INFLUENCERS Sports Auto Fashion Foodies Lifestyle Comedy Tech Entertainment Travel Music
- 18. Locals Arab Expats Non Arab Expats TYPES OF INFLUENCERS Westerners Asians
- 19. Taim Al Falasi - Social Personality Taim Alfalasi (Futaim) is an online media personality. She received her visual communications Bachelor degree from Zayed University. During her time in college, Taim started her two humanitarian campaigns and published her online entertainment magazine. For her magazine, she produced several videos with four celebrities, and it went viral to over a million viewers on YouTube. Other than that, she started an online radio show, which has been rated as the most played show in the Arab region at spreaker.com. Moreover, Taim was in the production team of Dubai Film Festival two years in a row, and has been involved in other exhibitions and festivals. Social Following 222k 1m 77.7k 230k Views Figures as of April 10, 2015
- 22. So, how can a brand identify the right influencers?
- 23. Relevance - Contextual Fit Their interests align with your target customers’segments.
- 24. Reach - Audience Size They have a substantial following, at least within your target demographic.
- 25. Resonance - Engagement Power Their status inspires others to mimic them
- 26. Authentic Fair to themselves and to the brand they are endorsing
- 27. Gender, Age, Status, Location, and Frequency of social posting.
- 28. INFLUENCE IS CONTEXTUAL Different communities have different needs and influencers STEAK FASHION Vegetarian = low context = no product passion = untrusted in category = no experience UNLIKELY TO INFLUENCE A STEAKHOUSE VISIT Boutique owner = high context = passionate product user = trusted in category = loads of experience LIKELY TO INFLUENCE A FASHION PURCHASE
- 29. Influencers are not brand ambassadors. They’re independent“entities”in a mutually beneficial relationship with your brand.
- 33. Influencer marketing compromises 4 main activities: 1. Identifying influencers and ranking them in order of relevance, importance and context, 2. Marketing TO influencers – to increase brand awareness within the influencer community, 3. Marketing THROUGH influencers – using influencers to reach a pre-defined objective, 4. Marketing WITH influencers – turning influencers into advocates.
- 34. It is RTM, It has proven to be effective, It takes place where your audience is, The old way of marketing isn’t always working like it used to.
- 36. “Ask not what an influencer can do for you, ask what you can do for an influencer.” Laura Fitton, Head of Influencer Relations at HubSpot
- 37. Hussein M. Dajani Head of Content and Influence Marketing [email protected] +971 55 454 8655 digitalapemedia.com