Google’s Best Principles for Influencer Marketing

On 31 January we were excited to hold our first #UPSocialMedia Network event at Google’s headquarters in Pancras Square. The event was an Influencer masterclass led by Kat Perriam, Influencer Marketing Manager at Google and Ben Fenton, Client Strategy Director at 1000 Heads.

As the business partnership made up of organisations in the King’s Cross, Euston and St Pancras area, one of our core priorities is Benefiting Employees. Since our first Social Media Network event in 2015, we’ve gone on to organise many more insightful events to enrich our community of nearly 11,000 members.

The Influencer masterclass was highly anticipated and on the day we had 57 Marketing and Comms professionals eager to learn from some of the best in the industry! Both Kat Perriam and Ben Fenton led the masterclass on the best principles for Marketing Managers to follow when creating an Influencer marketing strategy for their businesses. Their main goal was to give an insight into Google Hardware UK’s Influencer Marketing process.

 

First of all, who is an Influencer?

An Influencer is a person with the ability to influence potential buyers of a product or service by promoting or recommending items on social media. As a marketing resource, they can enhance the credibility of a brand. In today’s Influencer Marketing landscape, Influencers can range from celebrities to athletes, content creators, photographers, bloggers, vloggers, entrepreneurs, cultural commentators and micro influencers, amongst others.

Key learnings:

We learned that this burgeoning industry is great to consider for marketing campaigns because:

  1. Audience: The composition and size of their communities, presents brands with unique ways to reach their target market.
  2. Content: An Influencer’s ability to create great content in new and relevant ways enables brands to communicate in unique ways. Sometimes, even in ways they will not get away with as a business!
  3. Authority: Brands can leverage the authority that Influencers already have in their various niches and shift perspectives.
  4. Commercial: All the benefits afore mentioned can lead to commercial impact.

During the masterclass, we also learned the best principles to follow when creating a marketing strategy. Using the launch of the Google Pixel 1, 2 and 3 phones as an example, both speakers took us through the process of achieving a seamless Influencer Marketing strategy, which includes:

  1. Identification: This involves researching and finding the right influencers who share similar values to your brand. In order to achieve this effectively, you must first define your objectives and then build a criteria that the selected Influencers should meet.
  2. Relationship Management: After selecting the ideal Influencer to work with, the next step would be to contact them and share what your brand is about, as well as the information about the campaign you want them to work on. Brands should be able to illustrate how a working relationship is mutually beneficial. It goes a long way to personalise emails and communication materials. But most importantly, be human! Avoid jargon, meet face to face when necessary and build a good rapport for a continuous relationship that strengthens over time.
  3. Experiences: Create experiential events that introduces them to your business or product; and that is aligned to your brand personality. This is an opportunity for them to get a good sense of your brand in person. Ensure that the events are socially optimised with your business’ social media handles and hashtags clearly visible. As in process two, personalise the experience as much as possible, this will encourage the Influencers to voluntarily share live content on their platforms as the event progresses. The most important factor in this process is to invite only Influencers who are right for the event.
  4. Eliciting Content: In this step, brands are encouraged to brief Influencers appropriately and highlight key features of the product that the Influencer might not readily know about or utilise. Since this will be a long term relationship, collaborating with the Influencers were needed and co-creating with them to generate the content you need is key.
  5. Measurement: It is important to understand the impact your Influencer activity is delivering for your business. Some measurements like Instagram and Facebook Stories which only last for 24 hours will have to be collated and analysed manually. However, other apps and software are available to measure the Influencer impact on other platforms.

 

The masterclass was a great insight into the world of Influencer Marketing, and the session ended with questions from the audience, which included tips on how smaller businesses without the global impact and authority like Google, can work with Influencers.

After the question and answer segment, Kat and Ben ended the masterclass with a simulation task. Actual content posted by several influencers were presented to the class. They were categorised as “Good examples” and “Bad examples” according to the industry’s standards. Attendees were asked to guess either the brand or campaign being promoted in the posts. It was brilliant to see the engagement from the attendees during this session. We could see in action all we had learned and everyone left the masterclass having achieved a good idea on how to work on an Influencer marketing strategy.

The masterclass was definitely a great success and we had the opportunity to learn the best principles of Influencer Marketing.

We’d like to use this opportunity to announce that the #UPSocialMedia Network has now been renamed as #UPComms Network in order to include both Marketing and Communications professionals and we can’t wait to announce our upcoming events.