Volume 07

INFLUE
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THE INFLU

INFLUENCING THE INFLUENCERS

As our world progress through the ages, the way we live had gone through tremendous changes in the past decade. It could even be called as the biggest change in the human history regarding lifestyle. These changes are due to the technological progress and innovation which enable us to communicate and connect with people regardless of the geographical proximity. Information becomes readily available at an instant to the urban population, now with smart phone people are constantly connected to the online world. There are now more channels than ever for people to communicate with each other but corporations too are using this channel to maximise their exposure to the public. Now with unaccountable amount of information available anywhere, anytime but the worst of all is we are being force fed with unreasonable amount of information every day. We have no choice but to automatically ignore most of the advertisement out there both online and offline but subconsciously it is being slowly but constantly embedded in our mind. With respect to the business world, the way we consume changes as there are more factors that come in to play when we are making a decision whether to buy the new iPhone or the new Samsung Galaxy. Conversations about brands, products and services are increasingly woven into the interactions of social networks as a means to connect with others, and these conversations have great influence even though people arent consciously asking about brand opinions. Furthermore, consumers do not always realise how much influencing they are doing and how much they are being influenced when they have conversation about brands across social platforms.

ENCING
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LUENCERS

INFLUENCERS SHAPES BRANDS

Another form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals or type of individual rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers. Chris Brogan talks about Trust Agents in his book of the same title wherein, trust agents are not necessarily marketers or sales people. They are the digitally savvy people who use the web to humanise business using transparency, honesty and build a genuine relationship. With enough time and effort anyone can become a trust agent. As a result they wield enough influence to build up or bring down a business. This is creating a fundamental shift in the relationship between consumers and brands; ownership of the brand no longer sides in the hands of the brand itself, as consumers and potential consumers are beginning to shape brands as much as brands are shaping them. As brands are being defined in real time by increasingly vocal audience, brand management require greater transparency, access and response than ever before to connect with consumers in the social space, and to provide consumers with a return on emotion maintain affinity and loyalty. Traditional top-down branding will become more and more impotent as social media grows.

5
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TYPES
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OFINFLUENCERS

5 TYPES

OF INFLUENCERS
Influencers can be categorised in many ways, in this article we are using Stephanie Frasco influencers model as a guideline. It can be divided into two main groups; one that involve with the product or service; another can be perceived as the concerned third party. All of which have emotional or rational and in some cases both kind of influences on the consumers. Users side influencers can become very powerful as they are seen as fellow users who have experienced the brand. With no hidden agendas or motives that can be clearly seen to others, user side influencers are perceived as neutral. This provide the opportunity for customers to lower their guard and open up to opinion as they are now seeking information before purchase. These influencers are;

SOCIAL BUTTERFLY
is those well connected individual with no particular expertise which act mostly as connector. They usually have a large group of follower but they act as the mouth piece of others with more knowledge on the subject. This group is usually found across various networks and platforms. Seth Godin calls this group the sneezer as they can spread out information extremely fast with their vast group of followers.

EARL Y ADOPTER
are often found among the first group of people on new network and are actively browsing the web for something cool and new that no one has noticed yet until they mention it.

GURU
are those individual that have acquired relatively high amount of knowledge on a certain topic and usually with analytical mind. They are often characterised by the way they compile and interpret the large amount of information they have taken in.

CELEBRITY
endorsement is one of the techniques often used by marketer in the past but as the time progress. The definition of celebrity has changed as the way we consume information and media changed. Internet celebrity is the most common kind of celebrity encountered during the purchasing decision. It used to be almost impossible to think of a situation where Chris Crocker, Rachel Zoe and Grumpy Cat are in the same group.

CONTENT CREATOR
is the individual that has a thorough knowledge on the subject and have created something or written something from the acquired knowledge. This influencer usually involve in the latter stage of purchasing decision where consumer want a more in-depth detail of any given subject. In order to maximise its exposure to the public, this influencers require the guru or the social butterfly to spread out the content created.

Like This Page August 16

Magnum

IMDb Tuedday at 6:58pm via mobile

Magnum Best Wishes For THE FIN-EST New Year

Pearypie for Beautilicious: A summer days dream

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This is one of those occasion where IMDB have influence you to watch one series instead of the other; or is it because one of your friend has influenced you to take a look at this in the first place?

pearypie Tuedday at 6:58pm via mobile

Pearypie for Beautilicious: A summer days dream Like . Comment . Share 329,542 6,954

Magnum used to be seen only as an ice cream but since the great influencer of Thailand, Celebrity, posted pictures of themselves having Magnum but not as a presenter but as a consumer; Magnum has been one of the most talked about icecream this year.

Engadget Like This Page August 16

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Engadget is the Content Creator of electronics and gadget related issues over the internet. It was seen as the independent reviewer with large amount of knowledge on the subject.

The endless range of cosmetic does not only stunned men but also puzzle women. It is almost impossible to choose one over another when there are so many choices. Women then turn to a trust agent, make-up/cosmetic bloggers; they have greatly influence the products women buy due to their experience of the products, acquired expertise on the subject and their neutral stand as they do not represent any brand.

Planking Shared publicly - Dec 14, 2013

BlackBerry Shared publicly - Dec 14, 2013

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Planking has been around for a long while but only gained its popularity back then through Social Butterfly which spread globally through the internet.

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Krispy Kremes Tuedday at 6:58pm via mobile

Do you remember when suddenly Blackberry is everywhere; it was the must have gadget. There werent barrages of advertisement nor any special campaign that could have anywhere near that level of effectiveness but there is one identifiable incident. One of the global influencer, Obama was photographed with a blackberry in his hand and that was it.

Garrett Popcorn Shared publicly - Dec 14, 2013

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Krispy Kremes rise to popularity in Thailand owe to numbers of Social Butterfly in Thailand. Social Butterfly along with Early Adopter were posting pictures of the hard to find doughnuts through different social media, creating a new trend while adding brand value and building Krispy Kremes brand in Thailand as the hard to find prestige doughnuts.

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Garrett popcorn gained its popularity in Thailand through celebrity instagram.

3 Interesting Case studies for Influencer Marketing The Company: Ford Motor The Brand: Ford Fiesta Project The Objective: Create awareness and Create interesting toward Ford Fiesta

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Ford Fiesta

Tuedday at 6:58pm via mobile

Ford Fiesta

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The Execution: Ford Fiesta picks 100 socially energetic individuals who were delivered the European version of Ford Fiesta before it is manufactured. These people were encouraged to share their experience with the Ford Fiesta over the 6 months on their social media platform included Blogs, Twitter, Facebook, Flickr and YouTube channels. The Key Success: The well managing of utilizing socially persons to create the curiosity content at the good time since Ford Fiesta has been launched is the keys success of this campaign.
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Ford Fiesta

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The Result: 11 million Social Networking impressions 5 million engagements on social networks (people sharing and receiving) 11,000 videos posted 15,000 tweets (not including re-tweets) 13,000 photos 50,000 who said that they want to know more about Ford Fiesta when it comes out and 97% of those dont currently drive a Ford vehicle

Casino In Atlantic Shared publicly - Dec 14, 2013

Mary Kay Shared publicly - Dec 14, 2013

The Product: Casino in Atlantic City, New Jersey, U.S.A. The Objective: Reignite interest among New York professionals to recover the occupancy rate The Brand: Mary Kay (The beauty trusted leader who creating innovative beauty products) The Objective: Increase purchase intention for Mary Kay

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Casino In Atlantic Shared publicly - Dec 14, 2013

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The Execution: Invite 50 specific influencers such as top DJs, nightlife addicts, and the social media cool kids to participate in a unique experience. They can pick any 3 friends and stay for 3 days and 2 nights in the casino. The things that they have to do are to create and share content from their journey with their social communities and experience everything the casino had to offer. The Key Success: By choosing the right influencers that match with the brand business along with the interesting content can create the powerful impact. The Result: Trips booked from New Yorkers increased by over 15% just within the duration of campaign

The Execution: Mary Kay relies on strong word of mouth advertising. It is a time to supplement with social media advertising. The action is that Mary Kay creates a blogging community Beauty That Counts of the most influential women in social media to create an innovative branded blog in order to drive the purchase intent. The Key Success: By creating the specialty platform which is beauty blog and endorsing the specialty blogger makes this blog becomes the special place for women who look for beauty product and advice and it also helps to emphasis the brand positioning as the beauty expert. The Result: Only one exposure to this branded blog can generate the answer Probably will purchase and Definitely will purchase The campaign helps increasing purchase intent among those who has been exposed to this branded blog to 49.7% from 13.8% or increase 259.6%

As mentioned earlier information environment that surrounds us has changed dramatically in recent years. With the changes in media, our media consumption habit has also become more diverse and segmented. Apart from the influencer itself, the mainstream media also has to adapt itself to catch up with this ever changing paradigm. Consumption behavior has changed to the AISAS model, so conventional communications do not work as well as they used to. Consumers are putting up information barriers to avoid excessive information making it difficult for the message to reach the consumers. In this situation, new forms of communication that are outside the framework of traditional advertising campaigns are required. We, Dentsu Plus, design new form of communication so called Cross Switch Marketing. Cross Switch Marketing is dentsus communication planning principle. We, Dentsu Plus, design the path to move consumers so that they can have active brand experience and brings the consumer close to the brand. Based on Target Insight and Media Insight, and taking into consideration both width (reach and frequency) and Depth (degree of involvement), create

a Scenario for communication that effectively combines multiple contact points. It creates a sense of engagement on the consumers part, and gets them involved in the campaign or the product. A message can go through better by ensuring that the consumer sees the brand information or ad when interest in the brand or category is at its peak. It becomes easier to define this crucial timing if you take into consideration not only time, but also the place, surrounding circumstances, and the consumers feelings. Think of a hamburger. If consumers receive information on hamburger at 11 am when theyre hungry, it will be very effective. But not so much so if they receive the same information at 1 pm when theyve already eaten. If you can properly utilize Contact Points, then you will be able to further increase the speed and effectiveness of your communications. Dentsu Plus helps you develop a journey towards Driving Brand Society for clients successful business.

SHURIKEN BY DENTSU PLUS

Hullalalallolohohello! We are Shuriken - Strategic Planning Department in Dentsu Plus. WE, as STRATEGISTS, have a vision to move as fast as the changing trend and to be precise to pick up the change matter that is valuable in consumers mind. We dont just provide solution for communication. We give solution to the brand because effective communication lies within every touch point from the brand within to the consumers voice out. Today, consumers are less predictable. This is why we need to be swift to understand and foresee peoples perception that triggers certain behavior. It is not just only the brand and the consumers we strategically take an account for ; Shuriken integrates every possibility to drive the brand to innovation. Anything about the brand, it is about Shuriken.

Editor
Pongsak Sanitwongse Na Ayudhya Taku Morikami Channin Visarabuchance Sirapop Kaewthipharat Payuhgsak Kiatruangkit

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The newsletter is produced and distributed by Shuriken, Brandscape Division of Dentsu Plus Co., Ltd. (Thailand). It is intended to be a sharing knowledge. To subscribe, please contact Dentsu Plus (662) 234-3532-35 or pongsak@dentsuplus.com