The 10 organizational impacts of influencer marketing
Nicolas Chabot is the Vice President Europe of Traackr, a platform around influencer marketing but more specifically IRM (Influencer relationship management) therefore a platform that allows you to manage relationships with influencers.
They created a white paper with American analyst Brian Solis to explain the organizational impacts of influencer marketing.
They realized that influencer marketing was gaining more and more weight in brands and that it was or should fully participate in the “digital” transformation of the latter.
The fact of genuinely integrating influencers into brand strategies generates new challenges that are much more complex than those that one might consider a priori.
More and more, advertisers are taking over direct relationships with influencers even if agencies remain very important for the creative part of course.
Here are the 10 points of the impacts of influencer marketing
1. Financial issues
We can no longer organize according to the campaigns but by building a program over the year.
It is therefore a matter of creating a new budget line without necessarily being backed up by a product launch.
Influencer marketing can affect several departments (PR, Social, Marketing, several brands of the same group, customer service, stores and sales) and this generates internal collaboration issues because it is about proposing to the ‘influencer a single entry point for a unified experience.
3. Global & Local
In large groups, influencers have always been managed at the local level. But now, teams in global or even areas (Europe, Asia, Africa, America) are starting to take an interest in the subject and to intervene. Consequently, this generates complexifications that must necessarily be addressed.
4. Integration into communication strategies
Nicolas takes the example of Nissan, which has now transferred the influence department to marketing and operationally, this has made it possible to take the way of using this lever up a notch.
This implies different budgets but also a much more complete integration into the reality of the brand.
5. Impact on the purchasing department
The influencer budget was previously an element on the sidelines of a communication strategy, but now it takes an increasingly dominant place and therefore, the purchasing department must better understand this business.
It is therefore necessary to better contractualize and supervise to optimize investments.
6. To the law department
How do influencers say they get paid? how to manage the authenticity of influencers? How are brands involved in influencing influencers saying they’ve been paid?
How do I also make sure that influencers don’t speak out against a brand in a contrary way? And if so, how to react?
All these elements are obviously new challenges for brands.
7. What positioning of the influencer agency?
How do I integrate one or more agencies, MCNs and all these providers who revolve around influencer marketing
8. Impact at HR level
What skills are needed for these new positions?
More and more we are seeing the appearance of “VPs of Influence”, so we have to ask ourselves what exactly this means.
9. Data and dashboards
There is a real need to be clearer about key success indicators (KPIs) since we are investing more and more money in them.
10. The impact of technology
From the moment the program begins to become strategic for the brands, there are a lot of agencies but also new technologies that are born to support the brands.
This is typically the case with Traackr, but we have to define how the technologies will allow the brand to perform better.
The choice of these technologies is crucial in reality and they are not small choices.
Obviously, influencers will gain more and more weight in brand strategies, so it is key to fully understand the impacts once we “industrialize” their use.
Gregory Pouy is the founder of LaMercatique, a digital transformation consulting firm focused on the marketing part. Based between New York and Paris, he is a marketing “expert” for FrenchWeb.fr. To follow his writings and discuss with him:
His blog: http://www.gregorypouy.fr
His account on Twitter: @gregfromparis