Article

Stuart Sankey
Stuart Sankey 30 December 2015
Categories

How Can FMCG Brands Work With Social Influencers?

Influencer Marketing has become popular in recent years with Social Media proving an effective way of broadening the reach of campaigns.

Social Media Influencers or Social Influencers are people who have a lot of influence on Social Media, as their name suggests. Brands such as ‘Coca-Cola’ and ‘Domino’s Pizza’ are already working with Social Influencers. You cannot identify a social influencer just by the number of followers they have.

 

You must look at the level of engagement they have with those followers. Influencers serve a particular niche and have a committed following. Followers often identify themselves as part of a community and are highly responsive when the influencer issues a call to action. This is what makes them so attractive to brands intending to promote their products.

 

Influencer Marketing has become popular in recent years because using influencers in Social Media campaigns has proven to be an effective way of broadening the reach of Social Media campaigns and positively impacting the bottom line. Should all brands be considering social influencers as part of their 2016 strategy?

Influencer Marketing is Sponsorship


Is Influencer Marketing really sponsorship called by another name? Yes. Influencers work with brands from all sectors to create tailor-made sponsored content for engaged audiences. There has to be an obvious synergy between the influencer and the product. The influencers with the huge Social Media communities are financially compensated for their work and for integrating the featured products into their content.

Example: FMCG Brands Reaching “Diet & Fitness” Communities


Joe Wicks is a personal trainer in the UK. He designs exercise and nutrition programmes for people to eat more healthily and develop leaner bodies. His brand is the ‘The Body Coach’. He publishes recipes that can be made in fifteen minutes and the hashtag that he developed for his community is #Leanin15. Instagram is his primary Social Media platform and he has 537,000 followers. His Instagram feed is filled with video clips of easy meal recipes and #leanin15’ Selfies posted by his community. His plans are literally transformational. He is a Social Influencer.


FMCG brand ‘Lucy Bee Coconut Oil’ sponsors Joe while ‘Total Greek Yoghurt’ and ‘Uncle Ben’s Rice’ have also run influencer campaigns featuring him. He regularly mentions all three in his Instagram feed. It is worth mentioning that he is also on Twitter with 84,000 followers, Facebook with 326,222 likes and You Tube with 38,508 subscribers.

 

The Body Coach

 

How Can Brands Start Working With Influencers?

 

If you think that Influencer Marketing is right for your brand, you should follow these six steps:

  1. Identify – Identify potential influencers that are relevant for your products. Focus on the level of engagement they have with their followers, not just the total followers.
  1. Engage – Engage with a short list of potential influencers.
  1. Negotiate – Approach your chosen influencer(s) and negotiate a deal
  1. Execute – Execute your Influencer Marketing campaign in collaboration with the influencer taking care to include clear calls to action.
  1. Evaluate – Evaluate your activity, iterate and tweak as necessary.
  1. Repeat activity

Quotient (formerly Coupons.com), is a leading digital promotions and media platform that connects FMCG brands, retailers and consumers. We help FMCG brands & retailers engage with consumers. We would be happy to help you create a digital printable coupon that could be integrated into your Facebook marketing activities. Give us a call on T 44 (0) 208-865-1999 or send an email to ssankey@quotient.com  to start the conversation.

 

Original Article

 

Read More On Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
What Marketing Content Do Different Age Groups like to Consume?

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Lisa Curry
Lisa Curry 21 October 2016
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in...

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more