Building Influence for a Brand - Brand Station
89
BUILDING INFLUENCE FOR A BRAND Pierre-Jean Choquelle - Head of strategy @ Brand Station (c) Jean Jullien
-
Upload
brand-station -
Category
Marketing
-
view
2.511 -
download
3
Transcript of Building Influence for a Brand - Brand Station
BUILDING INFLUENCE FOR A BRAND
Pierre-Jean Choquelle - Head of strategy @ Brand Station
(c) Je
an Ju
llien
HI, I’M PIERRE-JEANHEAD OF STRATEGY @BRAND STATION
HERE ARE A FEW EXAMPLES OF OUR PR CAMPAIGNSLET’S LOOK AT HOW WE INFLUENCED CONVERSATIONS
WHAT COMMON TRAITS DO YOU SEE ?
THE INFLUENCE CHECKLIST …A SIMPLIFIED WAY TO EVALUATE YOUR OWN PR-ABILITY
IT’S A PEOPLE’S BUSINESS PEOPLE NEED NEEDS AND WAYS TO FULFILL THEM
THERE IS NOTHING AN INFLUENCER NEEDS MORE THAN BEING COMFORTED IN HIS OPINION LEADERSHIP
GIVE THEM WAYS TO BECOME LEADS OF A CONVERSATIONAL MOVEMENT AROUND YOUR BRAND
CAUSE CRY ROLE
= PERCEIVED NEED TO INFLUENCE
A POWERFUL INSIGHT TO GET BEHIND
A SIMPLE IDEA TO SHARE
AN OPPORTUNITY TO FILL
THE INFLUENCER CAMPAIGN CHECKLIST
IS THERE A
?
IS THERE A
?
IS THERE A
?
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
They say beauty bloggers take themselves too seriously…let’s prove them wrong !
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
Take the lead of your community and be the most daring team
They say beauty bloggers take themselves too seriously…let’s prove them wrong !
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
There is nothing more fun than seeing someone being scared to death
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
There is nothing more fun than seeing someone being scared to death
#PeurSurLeLive
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
There is nothing more fun than seeing someone being scared to death
#PeurSurLeLive
Show your community how brave you can be on a live tour fo the scariest haunted
maze in France
SEE HOW THE FORMULA APPLIES IN THOSE…
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
Get drawn in the new Asterix comic
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
Get drawn in the new Asterix comic
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
Let’s reconnect people through games
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
Let’s reconnect people through games
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
CAUSE CRY ROLEA POWERFUL INSIGHT
TO GET BEHINDA SIMPLE IDEA
TO SHAREAN OPPORTUNITY
TO FILL
IS THERE A
?
IS THERE A
?
IS THERE A
?
There is nothing more painful than stepping on a LEGO brick
STILL, THEY WERE MASSIVE SUCCESS BECAUSE THOSE BRANDS HAVE MANAGED TO BECOME LOVE BRANDS
THEY’VE BUILT INFLUENCE OVER DECADES BY CREATING EXPECTATIONS
THE NEED FOR A « CAUSE » IS LESSENED BY PEOPLE’S WILL TO PARTICIPATE TO THE BRAND’S STORY
BUT HOW CAN YOU BUILD THAT KIND OF LONG-LASTING INFLUENCE ? …SPOILER : THERE IS A HUGE HUMAN FACTOR
653 002 090 VIEWSsource : Disney UK Youtube channel, January 2016
MARKETING INFLUENCE ≠ GENERATING REACH
(c) The Shining
(c) Br
azil
MARKETING INFLUENCE = GENERATING TRUST
(c) Jo
ão Pe
dro D
iniz
INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…
INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…
through word of mouth
through word of mouth through lobbyism
INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…
through word of mouth through lobbyism through dominant media
INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…
through word of mouth through lobbyism through dominant media
INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…
FOR YEARS, ADVERTISING AND INFLUENCING WERE
ONE AND THE SAME(c)
Imgb
uddy
SO AS TV’S SHARE OF VOICE DROPS…
source : Accenture, 2015
…SO DOES IT’S POWER TO GENERATE TRUST
source : Gallup, 2014
THE MONOLITHIC MEDIA STRUCTURE CRUMBLES…
(c) Th
ey Li
ve
TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM
TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM
source : Globalwebindex, Q1-Q3 2014
THERE IS A NEED TO NAVIGATE THROUGH A FEAST OF CONTENT
TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM
68% OF PEOPLE SHARE THINGS TO GIVE OTHERS A BETTER SENSE OF WHO THEY ARE
SOURCE : NEW YORK TIMES
WHEN PEOPLE SHARE CONTENT ONLINE THEY ARE SHAPING OTHER’S IMPRESSIONS OF THEM
(KNOWINGLY OR NOT)
source : Fortune,,January 2016
TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM
source : Globalwebindex, Q1-Q3 2014
SO, WHERE DOES THAT LEAVE BRANDS ?
YOUUUU SHALL NOT PASS !
BRANDS ARE OFTEN PERCEIVED AS INTRUDERS ON WHAT CONSUMERS FEEL ARE THEIR PERSONAL SPACES
source : What consumers think of Brands on social media, CIM UK, 2014
THERE IS A RISE IN ACTIVE WILLINGNESS TO BLOCK OFF ADVERTISING FROM ONLINE EXPERIENCES
CONSUMERS ARE MORE AND MORE TURNING TO PEERS TO GET INFORMATION THEY CAN TRUST
source socialmediatoday, 2015
SO WHO SHOULD BRANDS TRY TO BE TO CONSUMERS ?
WHERE DOES ACTUAL INFLUENCE COME FROM ? THE « RRRR » FORMULA
source : Brian Solis, 2012
REACH X RESONANCE X RELEVANCE X RELATABILITY
REACH X RESONANCE X RELEVANCE X RELATABILITY
NO INFLUENCE WITHOUT SOME LEVEL OF PROXIMITY
REACH X RESONANCE X RELEVANCE X RELATABILITY
LIKING SOMEONE
REACH X RESONANCE X RELEVANCE X RELATABILITY
LIKING SOMEONE
LISTENING TO SOMEONE
REACH X RESONANCE X RELEVANCE X RELATABILITY
CELEBRITY
REACH X RESONANCE X RELEVANCE X RELATABILITY
CELEBRITY
AVERAGE JOE WITH A SUCCESS STORY
Pierre-Jean Choquelle Head of planning @Brand Station
Pierre-Jean Choquelle Head of planning @Brand Station
PEOPLE LOVE INFLUENCERS BECAUSE THEY ARE HEROES OF A COMMON JOURNEY
FICTIONAL OR REAL, THIS IS THE KEY OF THEIR VIEWERSHIP
Hannah Hart shot a video of herself in her home giving a drunken cooking lesson for fun in 2011
She has signed a best-selling kitchen book and is starring in a series by Legendary Television Distribution
James Rolfe started making bad video games reviews in 2004, slowly creating the « angry nerd » persona to amuse his viewers
He has since built a cult following and released his first movie, where he stars as the Nerd in an original adventure after spending 10+ years popularizing the review-as-short-film format that inspires to this day
THE POINT IS : THEY GROW WITH THEIR AUDIENCE MAKING IT MY STORY AS A FOLLOWER AS MUCH AS THEIRS AS INFLUENCERS
IN SHORT : INFLUENCE COMES FROM THE ABILITY TO MAKE PEOPLE RELATE IN THE LONG RUN
BECOME YOU CONSUMER’S HERO BY CREATING COMMON STORIES
ACCEPT LOSING SOME LEVEL OF CONTROL OVER YOUR BRAND ASSETS
DON’T EXPECT RESULTS JUST BY SLAPPING A POPULAR FACE ON A CAMPAIGN
CREATE OPPORTUNITIES FOR OTHER TO TAKE LEADERSHIP OVER YOUR BRAND
653 002 090 VIEWSsource : Disney UK Youtube channel, January 2016
IF IT COULD BOIL DONE TO ONE TAKE-AWAY : INFLUENCING IS LEVERAGING THE POWER OF OTHERS
BY GIVING THEM A STORY TO PARTICIPATE IN
WHAT IS THE COMMON TRUTH
BEHIND YOUR IDEA THAT PEOPLE WILL
TALK ABOUT?
HOW CAN YOU TRANSFORM IT INTO A RALLYING CRY ?
HOW CAN YOU MAKE INFLUENCERS FEEL ESSENTIAL TO YOUR CAMPAIGN ?
= PERCEIVED NEED TO INFLUENCE
