1.What is influencer mktg? How marketer use influencer mktg to create Word of Mouth (WoM)?
Ans-1- With influencer marketing, brands can go from
hoping for word-of-mouth marketing to creating it. Influencers are people who
are capable of communicating organization’s key messages to a large portion of
target audience. In many cases, influencers can even stimulate audiences to
share information about your brand with their friends and colleagues.
Influencer marketing is built on a two-way
relationship. One of the best ways to earn the trust of influencers is to
provide information that is useful and relevant to their social and online
followings. If messaging is overly promotional or doesn’t contain useful and
relevant information, the odds of generating word of mouth through influencer
marketing is slim to none.
Word of mouth: Tips for B2B brand and marketers
Influencer relationships are an essential part of successful
WOM marketing campaigns.
·
Understand your target audience(s). Influencers
have well-defined audiences. So, the first step in leveraging influencers for word-of-mouth
marketing is to identify the specific audience.
·
Determine which influencers to target. Based on the
audience need to reach and other factors, carefully consider which influencers
will be most effective in helping to achieve goals – keeping in mind that
influencers with the largest audiences may not necessarily be the best fit for connecting
your audience.
·
Provide messaging that’s worth sharing. Useful
information fuels word of mouth marketing. By developing messaging that
influencers care about, we can increase the shareability of information among
audiences.
2. How Influencer mktg is different from
traditional Communication methods?
Ans-2- The main difference between influencer
marketing and traditional marketing is that influencer marketing is online and
traditional marketing is offline.Traditional marketing includes your print, TV
and billboard ads, as well as radio, outbound and phone marketing. Influencer
marketing is in its name—it is the use of influencers to promote a brand,
product or service.
3. What are the advantages and disadvantages
of using Influencer marketing?
Ans-3- Disadvantages
1) Choosing the Wrong Influencer
It’s difficult to identify the right influencers for campaigns, if
done wrong, it could cause great damage to the reputation of brand.
2) The Uncertainty of Results
Sign a contract with an influencer who has published successful content
in the past, but fails to produce effective content for your business. The
audience won’t engage, and any money invested will be a loss.
3) Measuring Your Progress
Analysis is crucial so improvements can be made in the future, or you
can even decide to switch to a different market.
Advantages
1) No Need for Big Budgets
When working with micro-influencers, many will collaborate for
incentives such as samples or an experience, like a stay in a bed and breakfast
if your business is a home-based hotel. If they prefer payment, it will be much
lower.
2) Influencer Marketing Influences Your Consumers’ Purchases
This is a key benefit of using influencer marketing, and it‘s been proven to really work.
There’s a more personal and human element to it that makes consumers feel
differently about various brands, and that’s the very same emotion that’s
relied on for one to make a purchase.
3. When You Want to Gain Consumer Trust
Influencers speak to loyal followers who watch their videos and read
their posts about products. They trust in their opinions over time. Once an
influencer promotes a brand with a discount code or giveaway, their followers
will be interested. And in the instance of a fairly new business, these types
of endorsements are effective in boosting the brand’s authority on the market.
4. Address the Right Audience
Collaborating with influencers related to business will lead
to an increased audience. Everyone want to promote their messages to
individuals in your niche.
Many clothing brands will choose to work with fashion influencers who
have an eye for style. Masses of fashion lovers will be drawn to the lines that
are advertised on the social pages.
5. Expands Your Reach
Influencers are mostly followed based on passion, insight, ideas,
together with the entertaining posts they publish. Their followers anticipate
new posts, which they like, share and repost.
4.
What id Kobe’s business model? How did setting KPI help Kobe drive campaign?
Ans-4-The
firm’s business model was based on revenue from clients (companies and
agencies) Clients paid an upfront fee to Kobe that was used to kickstart their
influencer programme. The firm in turn guaranteed that it would hit
predetermined KPIs for outreach and social media engagements, and ensured that
clients received both qualitative and quantitative assurance of this. Fees for
the campaign was outcome driven (i.e., the additional amount clients paid was
determined by how successful the campaign was in achieving specific goals and
objectives), and advertisers were presented with influencers who were best
aligned with their brand stories and objectives. Campaigns were charged based
on a cost per engagement (CPE) pricing model. CPE was calculated based on the
proportion of the total expenditure on the campaign to the number of times the
content was interacted with (in the form of likes, shares, clicks, etc.)
Campaigns were executed through a platform internal to Kobe. The platform
comprised an AI-based engine that could understand social media feeds. Leong
and her team defined an influencer as “any voice that was able to influence
through social media”. There was a wide range of influencers available on the
platform—some had a collective voice (a group) while others were considered
individual ‘sachets’ (individuals).
5.
How did Kobe Benefit from AI platform?
Ans-5-
To accurately get the right people
to spread the right message, Kobe adopts Artificial Intelligence (AI)
technology which helps to analyse influencers' profiles. By doing
so, Kobe can understand the influencers better and pair them up with the brands
according to their image and personality. Kobe’s AI function is able to figure
out the interest of an individual, based on what
he posts and comments online
made seen to the public. This includes one’s
interest in health and fitness, food, beauty products, latest clothing fashion
and many more.
6.
What key consideration the team in Kobe need to keep in mind when developing Influencer
marketing for Jia Jia?
Ans-6-
1)
Jia Jia has goal to double the customer base by end of year 2019
2)
Jia jia aim to refresh Brand Image to sync with
Millennials target audience.
3)
They wants maximum Possible audience in short
time frame.
4)
The co. was looking to engage both macro and
Micro Influencer but its budget was on medium to low end for a two week
Campaign.
7.
Suggest your recommendation for Jia Jia influencer campaign?
Ans-7-
Execution is Key
1) Choosing
the right social media Platform- Like FB,whatsapp, Instagram or Your Tube
2) Content
Angels – Like tgt Audience is young so Jia jia used as a preferred Drink for
fitness Enthusiast, also Influencer who talked about local food should also be
short listed and make them Connect with local Chinese food
3) Using
Key Word to Pair Influencer- as the tgt audience is younger people influencer
should be selected who use the keywords cocktail, bartender local food lovers
etc.
8.What
are the possible limitations of Kobe model?
Ans-8-
Limitation-
1) Too Much Dependency on AI so
sometime it went wrong
2) Focus is on engagement rather than
on sales- which not suits to the Co.
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