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INFLUENCER 
MARKETING
2.0
.... OG HVEM ER VI SÅ?
CAMILLA STEMANN
INFLUENCER-SPECIALIST
MED EGEN BLOG
COPENHAGENBYME.COM
TIDLIGERE MARKETING
MANAGER FOR YELP I
DK, MED OVER 30
INFLUENCER-KAMPAGNER I
RYGSÆKKEN.
MARIA ANDERSEN
SOCIAL MEDIA STRATEG OG
SENIORKONSULENT HOS
RELATIONS PEOPLE.
  
HAR RÅDGIVET OG
EKSEKVERET
INFLUENCERKAMPAGNER
FOR BÅDE DANSKE OG
INTERNATIONALE FMCG-
BRANDS.
KASPER MUNK
MARKETINGCHEF FOR
REJSEBUREAUET
YANEEDA.COM 
TIDLIGERE DIGITAL
MANAGER FOR RED BULL
DANMARK OG HEAD OF
DIGITAL FOR FC.
KØBENHAVN.
@Maria_ande1 @Camillastemann @Kasper_Munk
IT’S TIME FOR BRANDS AND AGENCIES TO THINK
BEYOND TRADITIONAL ENDORSEMENTS AND
CAMPAIGN-DRIVEN THINKING.
INFLUENCE 2.0 OFFERS THE CAPACITY TO
BECOME PART OF THE CUSTOMER JOURNEY. 
BRIAN SOLIS  |  WHAT IS INFLUENCE 2.0 
MEN FØRST EN
VAND(!)VITTIG HISTORIE... 
STRATEGI INDTIL NU
Lav investering afspejler mangel på strategisk prioritering
ON/OFF
Kampagne-
orienteret og
kortsigtet.
MEGA OG MAKRO
INFLUENCERS
antal følgere, views
etc.
PR forklædt som
marketing?
UKLAR DISCIPLIN
STRATEGI INDTIL NU 
...Efter
STORMEN..
INFLUENCER
MARKETING
→
INFLUENCER
RELATIONS
INFLUENCER
MARKETING
→
INFLUENCER
RELATIONS
- STØRRE INVESTERINGER
OG HØJERE
PRIORITERING
  
- PR =           
- MARKEDSFØRINGSLOVEN
- 150+ INFLUENCERS
DREVET AF REN
GOODWILL?? 
PR
 
"KAMPAGNER ER IKKE DET ENDELIGE MÅL
MED INFLUENCE. MEN EN DEL AF EN
OVERORDNET RELATION".
EASTWAY UNIVERSITY
OF SOCIAL SCIENCES WWW.EUSS.EDU
73% "MOBILE FIRST" KUNDER
... VIL TRÆFFE EN BESLUTNING OM ET BRAND BASERET PÅ,
HVAD DER ER MEST NYTTIGT/HJÆLPSOMT I SELVE
ØJEBLIKKET.
BEHOVET OG HISTORIEN RUNDT OM PRODUKTET. 
I HAVE IDEAS BUT I DON'T
KNOW HOW TO ATTRACT OR
BUILD AN AUDIENCE.
LAURA HUGHES, DATA ANALYST
..... HELE vejen rundt!
Influencers som en integreret del af content marketing
strategi og hele forbrugerrejsen.
(IRM) platform =
Identificerer din virksomheds nøgleinfluencers og
hvordan de hver især har indflydelse på kunden på hver
sin unikke måde. 
Lige nu investerer blot 22% i
kundernes behov hele vejen
rundt.
Camilla Stemann, SMW CPH: Influencer Marketing 2.0
INFLUENCER
RELATIONS
 → Yderst væsentlig del af
virksomhedens marketingsstrategi
→    Færre udvalgte influencers.
Tillid!
→  Ongoing og langsigtet
→ Storytelling i fokus
→ Influence er tværfunktionelt 

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Camilla Stemann, SMW CPH: Influencer Marketing 2.0

  • 2. .... OG HVEM ER VI SÅ? CAMILLA STEMANN INFLUENCER-SPECIALIST MED EGEN BLOG COPENHAGENBYME.COM TIDLIGERE MARKETING MANAGER FOR YELP I DK, MED OVER 30 INFLUENCER-KAMPAGNER I RYGSÆKKEN. MARIA ANDERSEN SOCIAL MEDIA STRATEG OG SENIORKONSULENT HOS RELATIONS PEOPLE.    HAR RÅDGIVET OG EKSEKVERET INFLUENCERKAMPAGNER FOR BÅDE DANSKE OG INTERNATIONALE FMCG- BRANDS. KASPER MUNK MARKETINGCHEF FOR REJSEBUREAUET YANEEDA.COM  TIDLIGERE DIGITAL MANAGER FOR RED BULL DANMARK OG HEAD OF DIGITAL FOR FC. KØBENHAVN. @Maria_ande1 @Camillastemann @Kasper_Munk
  • 3. IT’S TIME FOR BRANDS AND AGENCIES TO THINK BEYOND TRADITIONAL ENDORSEMENTS AND CAMPAIGN-DRIVEN THINKING. INFLUENCE 2.0 OFFERS THE CAPACITY TO BECOME PART OF THE CUSTOMER JOURNEY.  BRIAN SOLIS  |  WHAT IS INFLUENCE 2.0 
  • 5. STRATEGI INDTIL NU Lav investering afspejler mangel på strategisk prioritering
  • 6. ON/OFF Kampagne- orienteret og kortsigtet. MEGA OG MAKRO INFLUENCERS antal følgere, views etc. PR forklædt som marketing? UKLAR DISCIPLIN STRATEGI INDTIL NU 
  • 9. INFLUENCER MARKETING → INFLUENCER RELATIONS - STØRRE INVESTERINGER OG HØJERE PRIORITERING    - PR =            - MARKEDSFØRINGSLOVEN - 150+ INFLUENCERS DREVET AF REN GOODWILL??  PR
  • 10.   "KAMPAGNER ER IKKE DET ENDELIGE MÅL MED INFLUENCE. MEN EN DEL AF EN OVERORDNET RELATION".
  • 11. EASTWAY UNIVERSITY OF SOCIAL SCIENCES WWW.EUSS.EDU 73% "MOBILE FIRST" KUNDER ... VIL TRÆFFE EN BESLUTNING OM ET BRAND BASERET PÅ, HVAD DER ER MEST NYTTIGT/HJÆLPSOMT I SELVE ØJEBLIKKET. BEHOVET OG HISTORIEN RUNDT OM PRODUKTET.  I HAVE IDEAS BUT I DON'T KNOW HOW TO ATTRACT OR BUILD AN AUDIENCE. LAURA HUGHES, DATA ANALYST
  • 12. ..... HELE vejen rundt! Influencers som en integreret del af content marketing strategi og hele forbrugerrejsen. (IRM) platform = Identificerer din virksomheds nøgleinfluencers og hvordan de hver især har indflydelse på kunden på hver sin unikke måde.  Lige nu investerer blot 22% i kundernes behov hele vejen rundt.
  • 14. INFLUENCER RELATIONS  → Yderst væsentlig del af virksomhedens marketingsstrategi →    Færre udvalgte influencers. Tillid! →  Ongoing og langsigtet → Storytelling i fokus → Influence er tværfunktionelt