Carole Lamarque . @caroberry
Influencer Marketing
Twitter @caroberry & @youmen_be
The Customer Obsessed Marketing Agency
Carole Lamarque . @caroberry
Who’s Who?
Carole Lamarque . @caroberry
YOUMEN & LINKMAN
We Sharpen Your marketing challenge, the new way.
We Share
We help your teams implement Influencer Marketing by transferring knowledge
We Commit
We are committed to your results, we strive like business owners
Building your story in a digital world Linkman is a creative and results-driven digital agency which delivers integrated campaigns. We are strong at creating content strategies and building communities
Carole Lamarque . @caroberry
YOUMEN TEAM
27
Client Centric Innovator
Fred Vanderheyde
Digital Content Obsessed
Philippe De Puydt
“Ut vestibulum lesuada Lorem
Ipsum m lesuada Lorem”
“Ut vestibulum lesuada Lorem
Ipsum m lesuada Lorem”
“Ut vestibulum lesuada Lorem
Ipsum m lesuada Lorem”
“Ut vestibulum lesuada Lorem
Ipsum m lesuada Lorem”
“Ut vestibulum lesuada Lorem
Ipsum m lesuada Lorem”
YOU?
Marketing Innovation Obsessed
Carole Lamarque
Join the team!
Carole Lamarque . @caroberry
Why does this matter
to you?
Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU?
Word-of-mouth recommendations are the primary factor behind 20-50% of ALL purchasing decisions – McKinsey
20-50% of ALL purchasing decision
+20%
Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU?
73% of Millennials feel it’s their responsibility to help their friends and family makes smart purchase decisions – Fleischman-Hillard and Hearst Magazine
73% of Millennials feel it’s their responsibility decision
73%
Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU?
Brand advocates are 70% more likely to be seen as a good source of information by people around them – MarketingCharts
Advocates are an excellent source of information 70%
Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU?
90% of advocates write something positive about their purchase experience – McKinsey
Advocates write positive messages 90%
Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU?
In the mobile-phone market, for example, the research observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10% or reduce it by 20% over a two-year period, all other things being equal. – McKinsey
Negative messages can reduce market share by 20%
-20%
Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU?
12% increase in brand advocacy on average generates a 2X increase in revenue – Harvard Business School Press
2x more revenue
+12%
Carole Lamarque . @caroberry
Why are you not doing it?
Carole Lamarque . @caroberry
Start doing it!
Only 20% of brands are using advocate and referral programs in their marketing –MarketingCharts
Only 20% do it day! 20%
Carole Lamarque . @caroberry
Who is an influencer?
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Are you an Influencer?
76
By working with them you're able to distribute your massage the right way, at the right time, and through them you will also access the right people
2. Who expresses a contextually relevant message
They can help your brand to build credibility by guiding you to produce content that truly meets the needs of your consumers, because they are so close to reality and people
3. That is meaningful enough
Not an organization Not Stakeholder
Management Not PR
1. It’s a Person
Research findings suggest that more than 90% of all
consumers read online reviews before they buy
4. To elicit action from others
Carole Lamarque . @caroberry
When would you need it in your marketing plan
1 Brand Awareness How might we increase share of voice and boost positive brand mentions?
Crisis Management How might we reduce the negative impact of a communications crisis?
Product Launch How might we generate buzz and drive interest
for a new product?
Lead Generation How might we follow
prospects and generate high quality leads?
2
4 3
Carole Lamarque . @caroberry
What’s your unfair advantage?
Carole Lamarque . @caroberry
What’s your Unfair Advantage
Product Leadership
Build a better product, for which customers will pay a
premium
Solve the client’s broader problem & share
in the benefit
Achieve the low cost position on product and service
support
Customer Intimacy
Operational Excellence
Product Differentiation
Customer Responsiveness
Operational Competence
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Influencer marketing model?
Carole Lamarque . @caroberry
Influencers Selection
Potential Energy Influencers ca. 400 - Engagor & Rediant6
Energy Influencers 39 – Selected based on Engagor Figures
Energy Influencers 20 Selected based on Screening
on Social Profile
Authority on Social Media
Household Hackers
Carole Lamarque . @caroberry
Influencer Segments
MY ONLINEAUDIENCEIS THE SIZEOF TEXAS
MY OPINION IS WORTH MORE THAN GOLDIN MY SPACE
MY NAMEIS MY EQUITY
I FORM ANDCOMMUNICATECREDIBLEINSIGHTS
MY BELIEFMAKES MEMOVE MOUNTAINS
I WROTE ATEXTBOOKON MYSUBJECT
I’M ANRESPECTEDAUTHORITYWITH AN AGENDA
I STIR THE POT ANDCREATE HEALTHYDEBATE
MY ONLINEAUDIENCEIS THE SIZEOF TEXAS
I HAVE QUICKSOLUTIONS TO EVERYDAYISSUES
I LIKE TOCONNECTDOTS ANDCREATELINKS
1. CELEBRITY
6. ACTIVIST 7. EXPERT 8. INSIDER 9. AGIATOR 10. JOURNALIST 11.HOUSEHOLD HACKERS
2. AUTHORITY 3. CONNECTOR
5. ANALYST
4. PERSONAL
Carole Lamarque . @caroberry
Influencer Impact
REACHAUDIENCE SIZE
RESONANCEENGAGEMENT POWER
RELEVANCECONTEXTUAL FIT
Carole Lamarque . @caroberry
A B
C DNEGATIVES ACTIVISTS
STAR INFLUENCERS INFLUENCERS
POSITIF
NEUTRAL
NEGATIV
ES
(reach, resonance, relevance)
SEN
TIM
ENT
0 1 2 3 4 5 6 7 8 9 10
IMPACT
Influencer Matrix
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Influencer Passport
PASSPORT
Customer, Obsessed, Marketing, Agency
WHAT’S YOURINFLUENCE
B
Anne Billson > CELEBRITY
SENTIMENT
neutral
TERITORY: Brussels
collaboration
Carole Lamarque . @caroberry
Influencer Deep Dive – Example
Project Manager de ma vie, Community Manager de mon chien, CEO de mon foyer. Mes tweets n'engagent que moi, sauf si j'ai bu.
Motivation:
Description:
Name : Florence Manente Influencer Type : Authority Nick Name @Flexyflow
“Madame Internet, blogueuse et maman.”
Behaviour:
High Low
Reach
High Low
Resonance
High Low
Relevance
Positive Negative
Sentiment
Yes No
Collaboration
NL FR
Language
Numbers - Twitter Followers : 5024 - Linkedin: +500 connections - Blog : flexyflow.be
Carole Lamarque . @caroberry
Which content do you need? BUYAWARENESS
virals
poll
AB
contests
branded stories
games
testimonials
ç
community forums
èreviews
infographics
articles
press releases
how to
trend report
white paper
case studies
ratingseventsenews
demo videos checklist
product features
calculationswebinars
ENTERTAIN
CONVINCEE
DUCATE
INSPIRE
Carole Lamarque . @caroberry
SUMMARY ‘HOW IT WORKS?’
40
Objective
Awareness - Understanding – Consideration - Buy
Define content & relevant influencers
Aligned Marketing timeline
Creative production & distribution
1
3
2
4
Carole Lamarque . @caroberry
Integrated Marketing Plan
Carole Lamarque . @caroberry
Influencer Message Framework
INSIGHTINSIGHT
TIMINGPRIORITY
INSIGHT
INSIGHT
TO
BRANDOR NOT TO
BRAND
INSIGHT
INSIGHT
PROOFPROOF
PROOF
PROOF
PROOF
PROOF
Company insights Reason to believe Logo signature
Carole Lamarque . @caroberry
INSIGHTINSIGHT
TIMINGPRIORITY
INSIGHT
INSIGHT
TO
BRANDOR NOT TO
BRAND
INSIGHT
INSIGHT
PROOFPROOF
PROOF
PROOF
PROOF
PROOF
MESSAGES
MESSAGESMESSAGES
MESSAGES
MESSAGES
MESSAGES
CELEBRITY
ACTIVIST EXPERT INSIDER AGIATOR JOURNALIST HOUSEHOLD HACKER
AUTHORITY CONNECTOR PERSONAL ANALYST
Influencer Message Framework
Carole Lamarque . @caroberry
Who did it before?
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Redbull
A succes story
Carole Lamarque . @caroberry
A succes Story
The launch of Red Bull has been the most successful beverage launch of the last decade.
It´s success is due to partnering a quality product
with well-thought out original communication strategy.
Which resulted in establish Red Bull, not as fashion phenomenon, but as premium brand with continues growth.
Carole Lamarque . @caroberry
CANS
0
200
400
600
800
1000
1200
1400
US sales (in million units)
Carole Lamarque . @caroberry
Brand Positioning
Carole Lamarque . @caroberry
Brand Positioning
personality of Red Bull:
• Self-confidence • Witty, charming • Polarising • Unpredictable • Innovative • Self Ironic • Intelligent • Nonconformist
Carole Lamarque . @caroberry
Doing things Differently
An innovative and unique product needs an innovative and unique communication strategy.
So for Red Bull we questioned everything.
Category Packaging Distribution strategy Communication strategy. Price
Carole Lamarque . @caroberry
One Brand One Product
In order to put the entire focus on this one product, this one can, this one brand.
No diversifications. No licenscing.
No brand-merchandising. No umbrella brand.
We said:
Carole Lamarque . @caroberry
Absolute Premium Price
Red Bull´s real product benefits justified a premiumprice. It is by far the most expensive non-alcoholic drinkon the market.
Red Bull is 3 to 6 times more expensive than Coke.
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Communication Concept
Sampling
Event Marketing
Opinion Leader Marketing
Above-the-line Advertising
To build up awareness and image
To support credibility of the product and The brand
To prove that the Brand is up-do-date and different
To convince consumers
Carole Lamarque . @caroberry
Above the line advertising
Aim of the campaign is to reflect the brand personality: Cheeky, witty, self-ironic, unpredictable and unique.
While the distinctive execution style helps
establish it as beyond fashion.
Red Bull gives you wings.
Carole Lamarque . @caroberry
Opinion Leader Marketing
Opinion Leaders, especially in the sport and cultural area, are a perfect target group for Red Bull.
Red Bull develops relationships with them
and treat them like friends.
Red Bull worldwide has over 250 agreements with top athletes, but not one written contract.
Carole Lamarque . @caroberry
Event Marketing Red Bull´s event marketing also covers both areas, sports and culture, through a variety of events like
Flugtag, Creative Contest, Music Academy, Local Hero Tour and many more.
Red Bull doesn´t sponsor events, Red Bull creates,
organizes and supports new, innovative and image building events.
Carole Lamarque . @caroberry
Sampling
Sampling is done by highly motivated and welleducated emloyees of Red Bull and not “professional”
promotion teams.
Their briefing is simple: Find tired and exhausted People.They do it in a charming, non offensive way. All we
give them is the product, a free range of clothes and a tiny, but very attractive sampling car:
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
A day in the life of a blogger
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Thank you