S3 EP12: FUTURIST JEREMY SCRIVENS SHARES HIS INSIGHTS ON THE SOCIAL ROOM – INNOVATION IS THE FUTURE TO ENGAGE EMPLOYEES

In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA is joined by futurist Jeremy Scrivens as they talk about the future of work. Jeremy, based in Melbourne Australia, is passionate about embracing and unlocking employee potential through collaboration and innovation. He is a sought after speaker, transformation facilitator, culture catalyst and future of leadership coach. Jeremy has been recognised as one of the top 15 global influencers around #futureofwork by Silicon Republic and recognised by Onalytica in their global top 100 #futureofwork. He started by telling us a little about his background and more importantly his passion for the Social Room.

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Produced by Neil Whiteside at freedom:ONE

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S3 EP11: MARK WILLAMS AKA MR LINKEDIN SHARES HIS SECRETS OF HOW LINKEDIN REALLY WORKS

Mark Williams AKA ‘Mr LinkedIn’ joins Gordon Glenister, Global Head of Influencer Marketing at the BCMA, for this insightful look at the LinkedIn platform. Mark talks about the common mistakes that people make on the platform and what sort of content is resonating well with examples of Simon Bourne AKA the ‘Shoe Guy’ who sold premium high quality shoes but used engaging ‘behind-the-scenes’ storytelling to build his audience. Mark also talks about the challenges many organisations and indviduals face with the change in the algorithms, how by using relevant engagement and why commenting on articles is better than sharing others. There are loads more really useful tips so do check out this episode.

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S3 EP10: PODCASTS ARE MAKING A BIG DIFFERENCE TO WELLNESS & FITNESS COACHES & INFLUENCERS

David Perez is the host of the Audience Coach and specialises in helping coaches in the wellness and fitness industry in creating podcasts. David talks about some of the issues they face from poor audio content talking about very broad topics and a lack of strategy and measure the results. The number of podcasts in this sector has exploded since April 2020 and particularly around mental wellbeing. @lizmoody and @rachlmansfield have been some of the great success strories. David shares other examples in this insightful episode.

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S3 EP9: HOW CHARITIES ARE WORKING WITH INFLUENCERS

Flora Noble Digital Influencer manager at Oxfam talks about how influencers have been a growing part of the Oxfam communication strategy Many charities dont have a dedicated influencer marketing specialist and so having a dedicated person to develop these influencer relationships has been critical. Oxfam have a national campaign called #SecondhandSeptember which is aimed at helping create awareness for donated goods. Flora talks about how many of the influencers they partnered with had very positive comments from their followers about coming on the journey with them. And so working in this slightly different way the warmth that was coming through you from the engagement you cant really pay for. Influencers were invited into the Oxfam superstore where they have ethical sourced products, hub for the online shop. We were able to give them a back end tour a bit like a behind the scenes which made amazing content creation she says Find out more what Flora has to say.

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S3 EP8: HOW TO FIND INFLUENCERS WITH AUTHENTIC ENGAGEMENT

Fake followers and fraudulent activity have been an issue for the influencer marketing industry. In this episode we discuss with one of the leading fraud detection influencer platforms, Hype Auditor how you can work with the right influencers and avoid those with high levels of fake following. CEO Alexander Frolov also shares his thoughts on engagement pods, artificial intelligence, and trends around technology affecting this rapidly growing industry.

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S3 EP7: A DEEP DIVE INTO THE DIFFERENCE BETWEEN AN INFLUENCER AND A PERSON OF INFLUENCE

Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks with influencer marketing veteran Jason Falls about promoting excellence in influencer marketing. ‘PR man’ Jason talks about some of the changes in the sector, including a decline in trust of traditional media and people turning to social media for entertainment and news. Jason talks about our ‘circle of influence’ and how anyone can be an influencer and the job of a marketer to find these people of influence. In his book, WINFLUENCE, Jason defines the difference between an influencer and a person of influence. An influencer has an audience, however, they may not be influential if they dont engage with them.

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S3 EP6: HOW PURECANE DEVELOPED ITS BRAND IDENTITY WITH INFLUENCERS AND REACH OVER 12% ENGAGEMENT

Founder of MG Empower, a global influencer agency, Maira Genovese, talks about how she helped Amaris create a new sweetener brand solely using influencers, first in Brazil and then in the US. This exercise involved taking a variety of influencers for a 5 day brand development retreat with brand experts onsite and involving the influencers audiences in the whole process. The engagement from the followers was tremendous but there were incredible insights that helped refine ideas for this exciting new brand. The future opportutnies for co-creation of brands with influencers are endless, find out more about this amazing success story. You can also find more information in the case study page: https://mgempower.com/work/purecane/

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S3 EP5: US LAWYER ROBERT FREUND SHARES THE LATEST FTC GUIDELINES ON INFLUENCER MARKETING

In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA talks to specialist influencer marketing legal expert Robert Freund shares his insights on the latest changes to the FTC guidelines and what brands and agencies should include in influencer agreements. We also discuss some of the impacts on legal cases and the fines imposed by organisations who don’t comply.

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S3 EP4: TOP DRINKS BRAND CHIVAS REGAL EXPLAIN HOW THEY EMBRACE INFLUENCER MARKETING

In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks with Martin Jaskolowski, Global Head of Advertising and Digital at Pernod-Ricard. They discuss how the Chivas Regal whisky brand has used influencers to enhance its major advertising campaign. They talk about some of the types of content that has really resonated with the audiences from distillery visits to working with mixologists. They talk in detail about how you measure effective brand campaigns – reach or engagement?

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Live-stream marketing is booming in Asia. Here’s why you should be paying attention

Live stream shopping (or live stream e-commerce) is being touted as the next big thing in retail. Whilst it’s probably fair to say that it hasn’t yet reached anywhere like its full potential with customers in the UK and Europe, or even the US, customers in South East Asia have switched on to it in their millions, and it’s become a major marketing tool for brands from cosmetics to fashion. It’s estimated to have generated somewhere around $136 billion in revenue in China in 2020.

In China, Taobao Live dominates, with 80% of the market, but other platforms are growing, and Douyin (China’s version of TikTok) is rapidly transforming itself from a social network to a home shopping channel.

And although it’s early days, TikTok in the US have started experimenting with it through a partnership with Walmart.

According to Mike George, president and CEO of Qurate Retail, inventors of TV shopping channel QVC, the seeds of what would become livestream shopping were first sown in China in the mid-2010s. Influencers began using live video apps to take their fans with them to boutiques in exotic locations. They would share information and explain products along the way. These virtual journeys offered viewers a glimpse of places like New York or Los Angeles, with the option to discover and buy products that were not readily available in China.

You can read more of what Mike has to say about the rise of live stream marketing in his article for Fortune.com: Livestream shopping is the next best thing in retail.

What is live stream marketing?

Simply put, it’s when influencers and brands stream live content on platforms like (in Asia)Shopee and Lazada, and their audience can instantly purchase the things that they are seeing on the app.

These platforms have integrated features that allow viewers to see these influencers and key opinion leaders in real-time, promoting products and services. It’s big business, certainly in Asia. Shopeeis a Singaporean online shopping platform which streams 17,000 pieces of live content every day, accumulating 14 million daily views, equating to over 700,000 hours of viewing time from potential customers.

Live stream commerce originated in Asia, and was already big before Covid-19 saw lockdowns around the world, but the pandemic certainly didn’t hurt this form of marketing. In fact, Shopee reported 99% global growth during 2020. Even after lockdowns were lifted, it seems customers, now accustomed to online shopping, have no intention of turning their backs on it. Many more and brands are now looking into turning Live E-Commerce into a common shopping experience for their customers.

In Europe, Chinese online shopping giant AliExpress conducted a survey which revealed that around 70% of European shoppers are open to the idea of experimenting with live streaming ‘shoppertainment’.

How they prefer their content does vary by country, a factor which is essential for marketers to consider.

Vita Chang, Head of Content Operations Ecosystem at AliExpress, says ““When exploring the European opportunity, it is important to look into distinctions of each country to cater the right messages for different consumers in different countries.”

Some of the study’s key findings suggest that UK consumers favour trustworthy and entertaining mobile-friendly content, while French consumers prefer succinct content endorsed by influencers. Shoppers in Spain seek out the best deals and practical information.

You can read the full findings of the AliExpress study: Shoppertainment is landing in Europe here.

How do brands use live formats to attract customers?

Live stream marketing content can appear on social media platforms.Facebook, TikTok and Instagram have already gone for it in a big way and other platforms are rapidly catching up.

Facebook launched ‘Live Shopping Fridays’ this summer, going through to mid-July, and it includes partnerships with major beauty brands like Clinique and Sephora.

The beauty of live stream is that it allowsinfluencers and brands to communicate with followers and consumers in the moment. Unlike a standard ‘video ad’ format, live stream allows the audience to interact directly with the host, to ask questions, for example. And the host can provide answers and give product feedback. It allows the kind of awareness-building and engagement which might previously have taken weeks or months of campaign activity.

As you might expect, influencers have been a major (ahem) influence on this online marketing phenomenon, andmany brands have been quick to recognise the value of using them to host their live shopping streams. The clever brands script the presentation carefully to ensure that, whilst the host influencer champions the brand in a variety of ways, – through demos, reviews, live-testing and promotional offers – they remain on-message.  Then, if a consumer likes what they see, they can buy the product instantly in-platform.

Creating digital events

Not for nothing is it known as ‘shoppertainment’, and these streams are turning into mini variety shows – with concerts, cooking demonstrations and workout classes, among others, added to the mix to keep engagement levels high.

It’s also worth noting that, whilst Asian, particularly Chinese live stream marketing has tending to rely on big-name influencers (with the associated a hefty price tag), it’s not always necessary to commit that kind of investment. Interestingly, whilst many brands do start out using established influencers as hosts, it’s not uncommon for a brand’s ‘in-house’ host to work it the other way, and develop such a following that they become an influencer in their own right.

Driven in part by recent restrictions, a number of brands have all but dropped physical product launches from their calendar, opting instead for live stream events.

The Goat Agency, which works with clients across Asia, including Olay, reports a significant rise in these events, like a recent launch campaign for Olay Retinol, where influencerslive-streamed product reveals on their personal channels, and were joined by a P&G scientist to answer questions about the product, whilst engaging the audience. The live content was enhanced by gamificationwith trivia questions and other activities to let the audience win products, with the added advantage of educating them about product benefits.

What are the downsides to live stream e-commerce?

Although undeniably effective (when done right), it can get expensive. With its popularity comes rising media costs, and the expense of paying a high-profile celebrity or influencer.

It’s also important to remember that, just as with any retail experience, it’s about building a relationship with the customer. Relying on flashy tech, or the influencer of the moment, without paying attention to the detail risks your investment being a costly mistake – or at best, a short-lived success. Competitive prices, efficient customer service and distribution, and the power of storytelling are just as important as ever.

Where is live stream marketing going?

There’s no doubt that it’s a growing phenomenon, and that it has plenty of untapped potential for brands across a multitude of sectors. Beauty and fashion brands have been quick to see its potential, but there’s really no limit.

And for the future, Mike George, of Qurate Retail has some tantalising ideas.“Perhaps”, he says,“artificial intelligence on social media will enable us to provide each customer with a fully individualized channel of live, interactive content, curated just for them. Maybe virtual reality will allow us to transport the customer to a front-row seat at a livestream fashion show, right next to a friendly host who is ready to answer questions and take an order.”

If you’re thinking about how live stream e-commerce could work for your brand, let’s talk.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and TikTok
  • about future digital trends for connecting with a digital customer

Order your copy from Kogan or Amazon

Find out more at: https://gordonglenister.com/