An #EYIndiaDigital Trend Study

How are bloggers and influencers being leveraged by brands

Who is an influencer?

Influencers & bloggers are early adopters , they have high online following or reach and always stay ahead of mass for testing new technology, product or services.

–Emily Garvey

“The future is not about marketing to influencers – it’s about marketing with them. Treating

influencers as an extension of your company – rather than a distribution channel – will result in a

more impactful experience for influencers and consumers alike.”

So, how do the brands leverage these influencers?

#1: Review products

• Provide early access to products, services or technology

• Send them finished products for detailed reviews and feedback

• Periodic feedback from them in case product improvements are made

Eg: giving mobile devices for reviews and sending fashion accessories for early usage

#2: Using them for Outreach• Sending PR and wires to them so they

can cover the news• Inviting them for experience zones or

launch events• Hosting open chat sessions aired to

public

Eg: CitiBank hosted campaigns such as #OMGSale and #HappierDiwali based purely on influencers and observed massive rise in sale figures

Eg: Gionee India has collaborated with several influencers and taken them to the China factory for a visit and helped them shoot exclusive content

#3: As Content Creators• Collaborating with influencers for

creating exclusive content such as videos with their brand ambassadors

• Social amplification of content by sharing on their portals

• Creation of branded content be it videos or text posts

Eg: Several mobile brands have used influencers to be their evangelists and guardians by giving them exclusive insights.

#4: Brand Guardians and Evangelists• Opening a Beta testing group for

influencers• Providing them thorough and in-

depth knowledge so they defend the brand in case required

• An exclusive brilliant experience which they feel is share worthy multiplying WOM

Eg: Brands such as a major cab service utilised lot of influencers to post positive stories after negative sentiments post a security mishap in Delhi

#5: As ORM Custodians• Respond to queries accurately online

due to greater depth of knowledge• Seeding positive stories and

experiences• Publishes exclusive experience which

automatically is always positive

Eg: Several fashion brands choose influencers to be the face of the brand, featuring them on their sites and Social Media accounts

#6: Face of the Brand• Hosting meets or events on behalf of

the brands• Speaking or presenting keynotes at the

big launch events• Recognisable face thereby uplifts

brand image immediately due to the association

Eg: Tech brands partner with several influencers to giveaway both products and accessories to generate buzz

#7: Hosting Giveaways• Allowing them to takeover their Social

Media profiles• Hosting giveaways on their own blogs

or platforms• Collaborating on giving away their

review units

Read the entire report as published by #EYIndiaDigital here:

http://www.ey.com/IN/en/Services/Advisory/EY-social-media-marketing-india-trends-study-2014

Read our take on the Influencers on the #ARM Digital blog here:

http://armdigital.in/bloggers-influencers-leveraged-by-brands/

Thank You