PLAYBOOK
Influencer Strategy from Identification to Activation.
About us.
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A strong and rigorous research methodology underpins all of our work at Human Digital. With robust quantitative and qualitative methods, we develop bespoke digital methodologies for a fantastic range of clients. We put the clients’ needs before our own, insuring that we provide quality insight about the digital consumer – wherever they may be across the social web. Osman Junaid, Head of Insights
Human Digital was founded in 2009 and fully acquired by the M&C Saatchi Group, an independent advertising network, in January 2015. Since then, we’ve worked with some of the world’s most iconic companies, helping them develop an understanding of the complex digital universe that their business and consumers live in. Our current client roster includes:
Introduction to the Playbook. The Playbook was written to help firms understand the importance of influencer marketing and, moreover, to enable marketers to see in a clear and concise way how an influencer marketing strategy is implemented, monitored and grown. Influencer marketing strategies are more important now than they have ever been. A brand isn't what marketing teams tell consumers it is. A brand is quite simply what consumers tell each other it is. Knowing which consumers influence overall perception should, therefore, be fundamental to any cohesive, holistic marketing strategy.
Playbook fundamentals. Understand
Insights
Activation
Methodology
Strategy
Evaluation
Playbook timeline.
Understand
Methodology
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Test existing & appropriate research methodologies to tackle challenges faced by the client.
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Where necessary, develop new and innovative ways to measure, track and understand the consumer & influencer landscape.
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Develop understanding of the unique business challenges facing the business.
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Understand what defines success for the client beyond simply the individual project objective.
Insights
Utilising frameworks & methodologies, develop an understanding of the influencer landscape. Understand consumers according to: • Audience demogaphics • Preferred products • Category sentiment • Product sentiment • Custom segmentation • Influencer reach & engagement
Strategy
Establish Influencer outreach strategy, including: • Influencer outreach timing • Asset creation • Asset deployment • Contextualise influencer strategy within broader marketing activity
Activation • • •
Evaluation
Understand influencer activity long term. • • •
Long term asset seeding Understand what worked, and areas for further development Influencer tracking & evaluation
Connect with enthusiasts through shared values. Distribute key messaging Gain positive consumer mindshare
Case studies. Context: Google were due to release the YouTube Kids app. They sought our help to develop an eective release strategy.
How can Google become a trusted content guardian for children?
Outcome: Identified 450 influencers across 6 custom audience segments, establishing a strong influencer outreach programme throughout the UK. Our influencer identification & activation strategy has now been commissioned across Europe.
Context: Human Digital developed a bespoke research strategy to assess of equivalent advertising value for earned exposure for Film London & the Euroscreen Partnership. Czech Tourism sought our help to apply this methodology to Prague through a Chinese lens. Result: Proved that the value of Chinese Tourism to Prague from China far outweighed tax incentives given to film studios in 2015 to date.
How can Czech Tourism evaluate the earned exposure for Prague in the Chinese market?
Contact us. www.mcsaatchi.com
+44 20 7543 4500
osman.junaid@mcsaatchi.com
36 Golden Square London W1F 9EE