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Blog : influencer marketing

Influencer marketing in the PESO model?

Influencer marketing in the PESO model?

Does influencer marketing fit in the PESO model?

Marketing and PR strategies regularly use the PESO model. This model indicates how you can communicate with the target audience through several media channels. Our question is: how does influencer marketing relate to the PESO model?

What is the PESO model and what does it stand for?

It is the indication for the different forms of communication in the several media channels. But our question is where we can place ‘influencer marketing’ in this model?

  • Paid media; These are the channels where we pay to place an advertisement message and by which the distribution of the message can be checked. For example of paid media channels are: radio, television, printed media, but also advertisements on search engines (SEA), advertising on social channels and on channels where the advertisers reward their partners for spreading the message (affiliates).
  • Earned media: The message of a company or brand is told by a third part; a credible source. That could be a journalist, a social influencer or someone with expertise. These messages are created and spread by ‘other’ parties for free. Examples are press releases, reviews from customers and shared messages (referrals).
  • Shared media. We understand passing along and sharing comments, reactions on the message by people (read followers) through social channels. It is about the interaction and participation (engagement) of people on these social channels such as Facebook, Instagram, Twitter, Snapchat, Youtube but also a game channel such as Twitch.
  • Owned media. Passing on messages or content that is spread by the company or brand or in commission by the company through channels (for example your own web page, blog, press release, your own social channels or other channel) where the sender has control over.

PESO model: De position of influencer  marketing

Influencer marketing, at which influencers use their personal social channels to spread the message of a company or service, does not fit between one domain of the PESO model. Influencer marketing transcends the ‘traditional’ layout of the PESO model. In different channels can influencers be used:

  • Paid: influencers are paid to spread a message through social channels or are inserted as credible messengers in advertisements or paid content.
  • Earned: Influencers make by means of tags clear what they are a fan of special brands or products. The placing of these tags are on own initiative and are unpaid. Next brands send (test) products to influencers for reviews or attention in their channel. This is without an obligation to place and is not paid for.
  • Shared: The posts of influencers are ‘liked’, ‘shared’ or provided from comments by their followers. The influencers are in this case transmitters of their personal message and sometimes provided of a specific brand or product message.
  • Owned: Some companies and brands close long-term contracts with influencers with who they connect for example a year to the brand. The content, that they make, is being spread through the channels of the companies or brands.

Influencer marketing takes place in the heart of the PESO model. The ‘authority’ is not, like in the original model is indicated, the company or the brand. It is the trust of the followers in the one spreading the message. And we have seen past year that the trust has been shifted from big companies to people you know and/or trust, thus influencers!

Would you like to know more how we can realize your marketing communication goals using influencers in the communication mix of the PESO model? Call Remas 020-7370328 or mail to hello@brandambassadors.nl for the optimal mix!

 

Source header picture http://iterativemarketing.net/peso-model-marketing/

 

The new social media algorithm

The new social media algorithm

The new algorithm rules of Facebook

It is time again for some clicking on my keyboard! Welcome (back) to the blog of Brandambassadors. We go on with serious talk: Your Facebook use.

How often are you still on Facebook? And what do you do? Do you look to other profiles or do you scroll through your timeline occasionally? Do you tag someone in a funny message? And what kind of funny message do you see passing? A family picture, cat movies or news item?

Young people and Facebook

Newcom reports that the daily use of Facebook in 2017 again decreased to the age group 15 till 19 years old. Young people indicate that they do not identify themselves with Facebook. The daily use of elderly has surely risen. What will happen in 2018?

The way we use Facebook, partly by Facebook, changed since the website went public in 2006. I, as a 25 years old, could not propose that I was going to use Facebook less on short term. But I realize, I have been doing that lately a lot less.

On Facebook we see a overload what we call: Fake News. You only have to open your timeline and you see mainly “mess”. These posts have a lot of engagement, but are usually not interesting to see. The posts you see passing by, are not personal anymore. Zuckenberg says about this:

“Where Facebook was first focused on the right content for the users it will now be focus on more interaction with friends and family”.

Beginning this year Facebook came therefore with the message to adjust the timeline by changing the algoritme.  Less nonsense and more ‘meaningful’ content. Facebook inserts these changes to focus more on connections and interactions with the people you care about. This will have consequences for marketeers, influencers and consumers.

The new algorithm

Before 2016 social media was easy to understand. You opened Instagram & Facebook and saw what people you follow posted on time order. Simple was that. But then something happened nobody understands yet. Facebook & Instagram have control about what you see. The algorithm is thus adjusted that you only see 30% of what your friends post. Are you not a friend, but a company? Than is the chance your post is seen even smaller. That sucks. Of course it was a commercial move by Facebook. This way companies are stimulated to pay for advertisements.

Social media marketing is a handy and fast tool to give your brand a personal identity. This year the new algorithm, where the focus is more on personal contant, will enter Facebook. This will have an impact on the media landscape, both for marketeers and influencers. The content of companies become less visible. The amount of paid adverisements will rise and therefore Facebook becomes more a ‘pay to play’ platform for companies. Influencers will have less influence.

What become the new rules because of the new algorithm, we shall experience. I can complete with one tip:

Use influencer marketing. Make sure your companies message ends up at your target audience through communication of ‘real people’.

Brandambassadors can help you with setting up a social media plan and setting up a community. You know what to do. Click on the right below to chat or call us at 020-7370328.

Lisa Giasi

 

 

Influencer marketing: The 10 most important reasons to insert influencers

Influencer marketing: The 10 most important reasons to insert influencers

Influencer marketing: check these 10 arguments to insert influencers

  1. Word of Mouth is an important factor in 20-50% of the purchase decisions. Mostly when you buy the product for the first time (McKinsey). Influencers are the school example of effective WOM. They are aspirational and are seen as reliable.
  2. Brands are closer to the consumer thanks to the internet. Consumers expect an active, concerned attitude from brands. Think of active participating in conversations. Influencers can be an important role in this process.
  3. Influencers create brand awareness or even hypes around a brand or product. The watch brand Daniel Wellington does not spend money to advertisement, but gives their products to populair influencers ‘for free’ to reach their audience this way. And with huge success: a business with more than 200 million dollar revenue.
  4. The costs of influencer campaigns are comparing with advertisement campaigns cheaper. The content is usually produced by the influencer and the value of the campaign corresponds to advertising in traditional media.
  5. Pay attention: because influencer marketing had become a buzz, the prices rise and there is a chance the quality of the content decreases. That is why it is important to measure the ROI to determine the real value of the content in a campaign.
  6. Consumers are media savvy and know nowadays how marketing and advertisement works. The current consumer is looking for an honest and authentic message. Moreover they become overwhelmed by advertisements. That is why many people have installed ad blockers to avoid the commercial messages. Influencer content is showed on the other hand!
  7. The content, used by influencers, is organic and tells a personal experience what is more accessible and more powerful than the traditional advertising.
  8. Influencers are largely active in a digital world. The digital surrounding produces for brands a lot of data about interests, buying arguments, product innovations, of their (potential) buyers. Besides, search behavior can be followed and the decisions are monitored.
  9. On the basis of interests of the followers of influencers there can be made a match between your target audience and the followers of influencers. This way the target audience gets in contact directly! Also, on the basis of interesting profiles of followers there can be made match between equal or aspirational brands.
  10. Finally: influencer marketing realizes sell!! The e-commerce produces influencer marketing daily evidence. The sell is directly visible by using links, couponcodes or thread influencers place by their posts.

Wondering how influencer marketing can boost your brand? 

Call us at +31 20 737 03 28, mailing is also possible to mail@brandambassadors.nl or fill in the fields below and we will contact you directly!