Workshop on Role of Communities, Content & Influencer Marketing on Consumer Behaviour taken at India's leading business school - MDI, Gurgaon by Vikas Chawla, Co-Founder, Influencer.in & Social Beat

1. Agenda
Role of Communities & Content on
Consumer Behaviour
29th Jul 2016

6. Content Marketing – how should one approach it?
Connectivity has changed everything!
And more so in the last 10 years!

7. Content Marketing – how should one approach it?
1. Content Marketing - & Why
2. How it evolved into Influencer Marketing &
Online Communities
3. How does all this impact consumer behavior &
eventually business results!

8. Conventional Mediums of Print, Outdoor, TV, Radio
One to Many One Way
Owned by
Media Houses
Static / Audio
/ Audio Visual

9. Digital has invoked a paradigm change
Many to Many
Interactive /
Two-Way
Owned by
Users
Audio Visual +
User Generated
Content

10. Based on our survey results, digital is already a dominant channel

11. This is what our research showed us

12. Know your Basics!
Owned
Media
Paid
Media
Earned
Media

13. Earned media like content marketing has more sustained long-term impact
Source: NeilPatel

14. AgendaContent Marketing 101

16. Too much content out there!
Source: http://www.exacttarget.com/blog/50-content-marketing-stats/

17. Too much content out there!

18. But just any content is not going to cut it anymore!
Relevant Reward Engage
Share
Worthy

19. But just any content is not going to cut it anymore!
Source - Moz

20. Key is to ensure that its non-promotional

21. Content Marketing – how should one approach it?
Guess which was one of the earliest automotive
brands to experiment with
Content Marketing?

22. 8 iconic films, 8 famous directors, took the world by storm, shared over the Internet

24. 1 million articles analysed to reach the results of what gets shared most

25. 1 million content pieces analysed to reach the results of what gets shared most
Videos
Lists
How To
Why posts
Infographics
Research Reports
Surveys & Quizzes

26. Google

27. DBS has done some phenomenal work on this

28. List of Top Things – Get a lot more shareability

29. Housing.com is leveraging infographics at its best

30. List of Top Things – Get a lot more shareability

31. Petwish leveraging infographics at its best

32. Zomato does this brilliantly on their social media

33. Event Social Media content can be made engaging & shareable

34. Research Reports – Consulting firms do this very well

35. Home Care Guide by India Home Health Care

36. So Brands have started seeing real results from content marketing
 Sales / Leads over a long-term
 Reach users who use Ad-blocking
 Get organic traffic / SEO
 Tackle Ad Fatigue

37. Content Marketing produces results
Source: NeilPatel

38. Content Marketing – how should one approach it?
So, Why Influencer Marketing?

39. Why did Influencer Marketing start coming into purview
92 %
consumers trust
recommendation from
other people more
than from brands
33 %
customers fallback on
blogs and reviews
before making the
purchase decision#

40. Content Marketing produces results
Source: AdWeek

41. What problem does Influencer Marketing help to solve
Create Amazing
Content if the Brand
is unable to do so
Recommend the
Brand
Build the Brand

42. How does it work

43. Hundreds of influencers in each field – need to find them!!

44. Results from our Influencer Survey

45. Results from our Influencer Survey

46. Our criteria for shortlisting influencers
Size & Quality of followers/influence
across relevant channels
Domain Authority
Relevance to the
brand / genre /
campaign
Previous
Performance
Data
Unique
visitors to blog
Quality of
Content

47. When launching a product, initial organic boost is essential

48. When launching a product, initial organic boost is essential

49. When launching a product, initial organic boost is essential

50. Zespri – Creating new uses for a product

51. Screenshots with Links of some sample Engagement with Raintree Hotels

52. Screenshots with Links of some sample Engagement with Cambridge
2.5X Better
Conversions
in Leads via Parenting
Communities +
Influencers

53. But does it give tangible results?

54. It can be a combination of different types of content

55. Housing.com is leveraging infographics at its best

56. With an advertising budget the content can also be amplified in the right channels
Social Networks – Facebook, Twitter,
G+, LinkedIn, etc.
Blogger Networks & Content
Discovery Platforms – Influencer.in,
Indiblogger, BlogAdda, Outbrain,
Content.Ad, Taboola
Forums & Communities – Quora,
MouthShut

57. Does all this product business results?

58. Aim is to create shareable content – For e.g. 378 shares in just 4 days

59. Right Call to Action is required to make this work

60. Right Call to Action is required to make this work

61. Engagement to Trend on Twitter - MomoeApp

62. Sometimes the results are intagible

63. Content Marketing – how should one approach it?
Is it really that easy to build a brand via a content
marketing strategy?

64. A lot of companies invest in content marketing thinking this is how it works

65. This is how it really works!

66. This is how it really works!

67. United breaks guitars!

68. Content Marketing – how should one approach it?
Wrapping Up

69. Content Marketing – how should one approach it?
1. Content Marketing is here to grow
2. Influencer Marketing is still in nascent stages in
India but creates a word of mouth
3. It’s possible to get higher engagement as well as
business results via content & influencer
marketing!

70. Q&A
Email: vikas@influencer.in
Twitter: @jvchawla