The Impacters – Eb Adeyeri, We Are Social, UK
We are delighted to introduce the second interview of our new “Impacters” series with Eb Adeyeri, Strategy Director at We Are Social.
In this interview, Eb shares his favourite influencer campaigns and addresses the growing importance of influencer programs for brand communications, how to measure campaign results, the investment required, and the role technology plays.
Eb advises and provides strategic counsel on social media marketing and social business programmes to We Are Social clients in the automotive, financial services and FMCG industry. Named PR Week’s 2011 Power Players of Social Media, Eb co-authored the book The Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery.
We Are Social define themselves as a “conversation agency” combining an innate understanding of social media with digital, PR and marketing skills and working with clients such as adidas, Heinz, Heineken, eBay, Jaguar, Intel and Expedia.
1) What is your best influencer marketing campaign?
‘Over the years, we’ve done quite a lot actually and every year, every new client, every new campaign we just try to exceed what we’ve done before. Recently, we’ve done some work with Jaguar on their ‘Your Turn Britain’ – after the 2012 Olympics when there was a lot of buzz in the UK we did a campaign that looked at the peaked bloggers within the automotive sector to go on a treasure hunt and celebrate all things British. It was really good for Jaguar because it highlighted their heritage and where they’re from. More recently this year we’ve done some work with F&F, Tesco’s fashion label, around real life fashion shows where we looked at influencers in the fashion space and did a live catwalk campaign. We worked with influencers to tap into a wider audience and get people excited about a new range of clothing for the summer.’
2) How did you measure results for the brand?
‘We look to numerous metrics and KPIs to measuring them. When it comes to influencer marketing, it tends to be reach – how many people can you reach with the activity; resonance – how you’re resonating, are you resonating with that influencer and is this influencer resonating with a relevant audience; but depending on how well the campaign is set up, it may well be direct sales. With the F&F campaign, we were able to track direct sales for a particular line of clothing.’
3) Why should brands invest in influencer programs?
‘We all know now that people’s trust in brands has declined steadily, people don’t trust brands anymore. If a brand wants to instill trust within an audience, going via influencers is a good way to do that.’
4) What level of budget brands should invest in influencer marketing?
‘It’s a tough one because it depends very largely on what the brand objectives are. I was speaking to someone recently who mentioned that they’ve started spending three times their media spend on an influencer marketing program, which is huge. But it depends very much where the brand is, how comfortable they are in trusting the influencers they call upon and what sector they’re in.’
5) What is the minimum cost of an influencer program?
‘It doesn’t have to be a minimum level – you can set up an influencer marketing program and spend very little or you can spend very much. It sounds like a cope out answer, everyone kind of says that but it is generally true. We’re in a day and age where everyone has a platform to broadcast and everyone is influential somewhere so the cost may just even be the strength of your product. It may be posting it to someone, almost like a modern day direct mail campaign.’
6) What role does technology play to support influencer programs?
‘Really good question. When I started in the world of PR, engagement marketing and social media, there were some tools around but the problem we had is that they didn’t scale enough but also the audience itself wasn’t scalable. The tools we have now are much more advanced and they play a much greater role. In my view they play a role in three or four key areas: understanding how the network works together, find an influencer and map out the relationship they have with their audience; being able to automate and scale the program is another area where technology has a role to play in and does a great job in doing; and finally being able to map out the results you’re getting, really quantify this person actually was able to drive that amount of direct action, that amount of advocacy. The tools allow us to pull through loads and loads of data and find out where we’re getting results and where we should be investing our time and money next time.’
7) How do you see influencer marketing evolve into the future?
‘I think Influencer Marketing is the way that a lot of brands will start to build up their own authenticity and credibility within a community and audience they want to attract. It’s going to be an interesting time, as I see tools becoming more sophisticated and brands become more sophisticated at marketing to influencers.’