Micro Influencer Marketing

Author: Rasesh Raja, Account Manager at GolinOpinion (PoineNine Lintas)

With fans getting bored of the brands directly targeting their products and services, reaching out to the TG through influencers and bloggers as a medium has become one of the crucial parts of the marketing mix.

An influencer can be anyone a blogger or a celebrity or a brand advocate or loyalist.

The rate at which the number of influencers in the Indian market is growing it is getting difficult for a brand to reach out to the right TG.

Here is the flow you can go with to plan your influencer campaigns-

1. Define the objective of your campaign

Set the goal of what exactly you want from the influencers to reach out to your consumers. For example, you want to just create awareness or highlight the product or promote any offer or specific service. 

2. Choose the category and the right influencer

Here is where themajority of the brands and agency fall short because we just blindly select influencers.

Firstly, decide who your influencer is because the one who has more followers is not the only influencer. Your influencer can bethe one whoengages with you regularly or someone who is passionate about the category or a celebrity who is a right match for your brand.

Take time to select influencers, so here is what you should tick when you are searching for an influencer

- Select the categories, because if you are food brand doesn’t mean you only target food bloggers but you can also tap lifestyle and travel. Same goes with other categories (example: Coca-Cola, Dibella Coffee and more)

- Quality of the followers: We always select the ones with ahuge following and blindly consider them as an influencer but that is absolutely wrong. Do a Klout score check also do a quick check on the followers as many of them are bots.Higher follower doesn’t mean high engagement. I have seen big blogs with 1M followers with theengagement of 100 or so. 

- Check the bio and history: getting a brief of what the influencer is known for and also check theprevious content to understand the quality and engagement of the content. Also, check the previous associations and hobbies of the influencer. 

3. Briefing the influencers: 

Clearly set points/brief of what the influencer is expected to deliver with what he or she is comfortable with. You can’t tell influencer to put anything and everything just because you are paying them. In this process ask ideas/suggestions from the influencers since they know their fans better and what would work for them. This will definitely help you promote your product effectively.

4. Set KPI's:

It is very important to understand the ROI of the influencer campaign. You can choose engagement, Reach(awareness) and share of voice as the metrics to check the effectiveness of the campaign. Decide and agree to the KPI’s to get the best out of the influencer outreach. 

Influencer Campaign which I recently liked was #PushTheLimit by Samsonite for their lite-shock bag. The product was the hero of the campaign. They roped in some celebrities and fashion influencers to showcase the features of the product.

Unilever: Drain The "Big Tech" Swamp

Food giant, Unilever is threatening to pull out of tech giants like Facebook and Google

Unilever is the world’s second biggest advertiser. And it will pull its advertising from tech giants like Facebook and Google if they fail to improve transparency about news, protect children from extremist and toxic online content, and move to build public cohesion rather than division, the company’s top marketing executive will say in a speech today.

Read More at https://qz.com/1204787/unilever-un-is-threatening-to-pull-out-of-facebook-and-google/?utm_content=buffer21da4&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer

Linkedin Groups Demystified

Author : Dara is a Blog Writer at Hootsuite

Why Linkedin Groups? Read how to leverage LINKEDIN’s community hub.Share content, find answers, post and view jobs, make business contacts, and establish yourself as an industry expert!

The need to connect with like-minded people is a basic human desire. Maslow’s famous hierarchy of needs cites “belongingness” immediately following physiological and safety needs such as food and water. This quest for belonging might be the reason that communities on social media, such as LinkedIn Groups, are so popular. LinkedIn Groups are the place to be, not only for professionals looking to belong, but businesses aiming to cultivate a valuable community. Continue reading to find out everything you need to know to make the most out of LinkedIn Groups. What are LinkedIn Groups? LinkedIn Groups are hubs on LinkedIn which provide a “place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts." If you’re looking to find relevant groups to join, simply use the search feature at the top of your homepage or select from the suggestions of “Groups you may like.” 

Read More at https://blog.hootsuite.com/linkedin-groups/