The Influencer Marketing Lab

Episode 14 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Dr Sevil Yesiloglu senior lecturer in Advertising at London College of Communication, University of the Arts London, UK and editor of the new book  ‘Influencer Marketing: Building Brand Communities and Engagement’ recently published by Routledge.

In this episode we discuss:

• How universities are better preparing students for industry careers  through an increased focus on digital advertising - and especially influencer marketing 
• We also talk about Sevil's new book ‘Influencer Marketing: Building Brand Communities and Engagement’ recently published by Routledge.
• We spend some time looking at my chapter contribution - Virtual Influencers: More Human than Human where I look at virtual influencers - their evolution, the brand benefits and potential pitfalls of their use.
• We also talk about the component parts of authenticity - and in the context of influencer marketing - the difference between passion authenticity and transparent authenticity.  We hear how within academia authenticity is not confined to a real person - making the case for, at least some virtual influencers, to be more authentic than their human counterparts. 
• We also talk about brand advertising's communication journey from monologue to dialogue and onto polylogue.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 13 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Emily Trenouth, head of influencer marketing at MediaCom.

In this episode we discuss:

• Emily's role as internal champion of influencer marketing at Mediacom 
• The proof points used to validate influencer marketing internally within the media agency and externally to clients 
• Moving from a PR channel to a performance-based channel 
• How 2020 was the year influencer marketing has been validated as a channel
• The key takeaways from the Influencer Marketing Show
• Why diversity and inclusion is much more than just casting diverse talent
• Another look at measurement and evaluation 
• Questioning the value of virtual influencers (awks - my chapter on virtual influencers was published this week by Routledge in a new textbook)
• Better transparency around influencer pay and influencer fraud - the benefits of a payment benchmarking system
• Transferring organisational knowledge around Mediacom 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 12 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Edward East, co-founder and CEO of  influencer marketing agency Billion Dollar Boy.

In this episode we discuss:

• Why now is a pivotal time for the influencer marketing industry and a time to scale. 
• The struggle to keep up with client demand and find enough skilled influencer marketers
• How our industry can counter the gallons of digital ink devoted to negative editorial coverage about influencer marketing
• Why influencer marketing is quicker, cheaper and more scalable than other advertising channels
• 360Media - Why influencer marketing should be the centre of the marketing universe
• The International Federation of Red Cross and Red Crescent Societies fight against misinformation online with the help of influencers
• Yes, influencer marketing is measurable. And here's how to do it. 
• Bespoke strategies for brands who sell through retailers and direct to consumer brands.
• Personalisation at scale as an exciting future reality
• Why micro influencers are not necessarily the bees' knees
• The need for the industry to professionalise through a professional body

Want to leave a comment or suggestion about the show? Leave a message at Influencer Marketing Lab.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 11 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Vik Khagram an Influencer Specialist at WPP-owned  Burson Cohn & Wolfe (BCW).

In this episode we discuss:

• BWC's broader view of influencers - those influential people including doctors, politicians and CEOs who sit alongside social-first Instagram famous to effect change
• How influencer marketing toolkits can assist  joined-up thinking required to span global geographic regions
• How the rate of change is both a challenge as well as an opportunity for the influencer marketing industry
• The importance of looking at an influencer's negative press as part of the vetting process
• The importance of human insight combined with first-party data to make better decisions
• Influencers as storytellers not as human billboards
• The  shift to working with influencers at the consideration phase of the sales funnel
• How influencers are shaping popular culture
• Why brands are thinking about not just who can I sell to but also who can I help and how
• How to measure ROI 
• Working with the client to set clear campaign objectives and KPIs
• How influencer marketing platforms have caused a Tinder-isation of the discipline
• The rise of influencer unions
• Importance of having a critical view when reading about the industry 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 10 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Anne Dolinschek who heads-up South African boutique strategic influencer marketing agency Nfluential.

In this episode we discuss:

• Influencer fraud and celebrity 
• The maturation process for measuring ROI in South Africa
• How 1-in-3 influencers in South Africa don't sign any brand collaboration agreement and the potential reputational damage this presents for both brand and creator
• The 43% of influencers in South Africa who either don't wait at all or wait only one month before working with competitor brands
• Shift from PR agencies to a hybrid model of specialist influencer marketing agencies working in partnership with generalist PR firms.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 9 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Rupa Shah, founder and director of Hashtag Ad Consulting a firm that provides guidance and training on the advertising rules to social media and influencer marketers.

The episode covers:

• The niche Rupa identified within the influencer marketing industry which prompted her to leave the Advertising Standards Authority after 13 years
• What a CAP panel is
• The differences between, the Advertising Standards Authority, the Competition and Markets Authority and the Federal Trade Commission 
• Which formal body oversees industry errors rather than individual errors
• When might the Independent Press Standards Organisation,  the  Financial Conduct Authority or the Medicines and Healthcare products Regulatory Agency get involved with a post
• Why there are different rules around product placement on the television compared with on social media
• Why more reality TV stars turned influencers seem to be in the ASA's line of fire rather than digital-first influencers
• How jurisdiction relates to where the audience you're targeting is based, not where you as a brand is or where the influencer is located
• The importance of  two-way communication between brand and influencer to ensure compliance knowledge is always current

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 8 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Rich Keith, CEO & Co-founder of Fourth Floor an influencer marketing agency headquartered in the UK.

The episode covers:

• Why many of the old media and marketing models no longer work in the new influencer marketing landscape
• Why agencies which focus solely on Instagram may be doing the wider industry a disservice
• Why influencer marketing will lose its prefix and become just marketing
• Is it time for me to stop banging on about influencers being media mastheads of one (no, not by a long chalk)
• Why games is not a niche or a vertical. The industry is bigger than movies and music combined. It's a directed activity which helps us better communicate with friends 
• How you make emotional connections with consumers 
•  Why influencer marketing needs a global trade body
• The dangers of over-regulating influencer marketing

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 7 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Jennifer Quigley-Jones, CEO & Founder of Digital Voices, a YouTube-specialist, Influencer Marketing agency in London.

The episode covers:

• How long term brand collaborations build consumer trust and drive sales.
• Why saying 'yes' to every job isn't always the best decision
• The Rolls Royce initiative which provided a step change within Jennifer's agency
• Why the ultimate aim of any CEO should be to become completely irrelevant
• Why some TikTok agency tactics feel like a retrograde step for the influencer marketing industry
• How working with YouTube creators saves on average 50% compared with video production companies AND comes with the added advantage of generating content which is 40% more memorable
• Why not all Gen Z are Woke
• The Recovery Paradox

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 6 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Dudley Nevill-Spencer, strategy and insights director at Live and Breathe a full-service creative agency and founder of the Virtual Influencer Agency.

Our discussion covers

• The essence of a virtual influencer and why that essence is function dependent 
• The metaverse - where the real world and the virtual world mix and inhabiting that world will be virtual characters.
• The different types of virtual influencer - brand owned, brand agnostic and customer services representative
• Japan's 7,000+ virtual influencers on YouTube
• The recipe for creating an effective virtual influencer
• Whether virtual influencers can ever be authentic
• The difference between blind trust and trustworthiness

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 5 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Stephen Ready, co-founder & CEO at Inspired - a new type of cause marketing platform that focuses on the everyday consumer as the ultimate influencer

Our discussion covers:

• How Inspired is democratizing philanthropy by creating everyday philanthropy
• Hits and misses of celebrity endorsements
• The importance of authentic brand/influencer relationships which resonate with the target audience
• Elevating alpha consumers to become creators
• How Inspire identifies people with nascent influence, activates their influence and builds it into a repeatable behaviour that can help move the needle on social causes, and help brands build loyalty and trust
• How brands can surprise and delight the customer a couple of times a day when you make an everyday purchase
• Why brands should invest in purpose and purchase intelligence

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.