The sixth edition of the Digital Chai Pe Charcha was held at our office on 27th August 2016. It received an excellent response with about 15 participants including entrepreneurs, professionals, digital marketers and social media influencers taking an active part. The topic of discussion was the secret to a successful Influencer marketing campaign.
Here’s a quick summary of the key takeaways from the session:
Word-of-mouth advertising has always been the most powerful tool, and influencer marketing is WOM Advertising 2.0. In simple terms, it means shaping the opinions about your brand using the most influential people amidst your potential customers. If you are a brand, you make friends with the most influential people at a place where you want to sell. Now, they talk about your brand and recommend you to their followers (potential customers).
The main reason that brands are looking at influencer marketing are:
Given that word of mouth, marketing generates more sales than paid advertising; more brands are beginning to think about influencer marketing as part of their branding strategy. In the last 12-16 months, we have seen many interesting influencer marketing campaigns in India run by the likes of Cadbury, Allen Solly, Ford & much more.
For any influencer campaign, selecting the right influencer and partnering with them is crucial. Checking the influencer's reach is the first thing you would need to do. This can be measured in terms of the number of followers/fans or the number of visitors to their blog/posts. Always remember to choose quality over quantity.
The following are the parameters you should be using while choosing the right influencer.
What ROI to expect?
Based on our interactions with influencers, the survey we ran amongst influencers, and learnings from various events such as Social Media Week Bengaluru, there are a few challenges in influencer marketing.
Those of you who missed the first four editions of the Digital Chai Pe Charcha can check them out below:
You can follow us on Facebook and Twitter! Check out the hashtag #DigitalCPC for more details on the next Digital Chai Pe Charcha meet.