Impact Communication: 3 Pitfalls to Avoid Before Speaking About your Commitments
We hosted the second Déjeuner des Professionnel.le du web et des médias sociaux au Québec at our offices, where over 75 web profesionnals gathered to discuss influencer marketing over a good breakfast.
The panel consisted of Debbie Cabana, Director Marketing, Public Relations and Social Networks at Transat and Air Transat, Camille DG, TV show host, Founder of Codmorse Agency and Le Cahier blog, PO Beaudoin, TV show host and YouTubeur and JP Shoiry, Partner and head of strategy at Republik.
You can watch the full 60mins video here.
1. Too many brands are looking for influencers for the numbers.
"Too many brands are looking only at influencers’ number of followers and reach when we know it does not just work like that. A brand should devote a good time researching for the "good fit". And by good fit, I'm not only talking about the personality of the influencer, but of the platforms they use mainly, their audience, the products they have already represented and their type of content." - Camille DG
2. At Transat and Air Transat, we are working with influencers as we used to work with journalists before.
"At Transat and Air Transat, we decided to use influencers the same way we use journalists. This has allowed us to significantly increase our presence on digital platforms, mostly on Instagram as many consumers are shopping on Instagram." - Debbie Cabana
3. It is important for a brand to include the influencer in the creative process of the marketing initiative.
“Indeed, the influencer exactly knows what works for their audience and their platforms and it would be absurd for the brand not to use this expertise for the development of the campaign." - JP Shoiry
4. The most important thing is to have the same values.
"In my opinion, the most important thing is to have the same values as the brand that wants to work with me. If we do not have the same values at all, I will simply refuse the project, regardless of how big the check is." - PO Beaudoin
5. My only advice for an influencer: look what we do.
"My only advice for an nfluencer who wants to work with us is quite simple: look at what we do. Look at our website and our products. Since we want to work with our influencers in the long term, it's important that you know us enough to make your storytelling relevant and truly part of your speech." - Debbie Cabana
6. If you want to become a billboard, buy subscribers and it will probably work!
"You cannot start being an influencer only to be known. Ask yourself what you can bring to the conversation and what content you deliver to the community. If you just want to become a billboard, buy subscribers and it will probably work, unfortunately or luckily for you! It's crazy that it still works for many companies, but more and more people are starting to understand that if there is no real commitment between you and your subscribers, you probably do not have a real community." - Camille DG
7. A brand cannot simply manage an influencer marketing campaign like media placement.
"It's important to remember that when working with an influencer, you work with an individual in the first place. A brand cannot simply manage an influencer marketing campaign like media placement. The influencer, who is also the media, has to fit well with the brand. " - JP Shoiry
8. A one-night stand never truly worked for anyone!
"You need to work on a relationship between a brand and an influencer to create relevant content. As I like to say, a one-night stand never truly worked for anyone! "- JP Shoiry
We can’t wait for the next even. Hopefully, it will be soon! If you want to watch again what has been said during the event, listen to the video on Facebook here.
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