Influence marketing: launch of the 2nd edition of the book published by kawa
Posted: Tue Dec 10, 2024 6:31 am
3 years after writing the book “Influence Marketing – Brand Strategies with Influencers” with Guillaume Doki-Thonon, we are offering a completely updated 2nd edition . Why write a new edition? Because influence is a sector that evolves very quickly and since 2019, everything has changed, or almost… We therefore wanted to rewrite it in its entirety, with brand new content that, we hope, will enlighten you on the current issues of influence.
On the agenda: What strategies should be adopted with influencers? How to select the profiles with whom to collaborate? What types of partnership should be set up with them? What spam database topics do they prefer to discuss on social networks? How to get started on trendy formats such as live video or audio? What are the essential social networks? Why should we focus on emerging platforms such as TikTok or Twitch? What are the specificities of BtoB influence? How to measure the effectiveness and profitability of an influence strategy? Which brands are doing well with creative campaigns? What are the visions of Influence Marketing experts?
Testimonies from experts on the subject
With Guillaume, we would like to warmly thank these experts who agreed to share their point of view on the lever and their practices of collaboration with influencers: Frédéric Cavazza for the preface, Mélissa Levine, Marie-Laure Laville, Frédéric Fougerat, Léa Fischer, Pascal Huguet, Tiphaine Neveu, Marie-Irène Rochette-Decottigny, Emilie Bass, Emeline Giovetti, Florence Bénard, Thomas Salviejo, Eric Maillard, Carina Cheklit, Marie Dollé, Nicolas Proust, Céline Beckrich, Emilie Marquois and Jérôme Monange. Experts who work for the advertiser, in an agency or as independents, with particularly interesting points of view on the subject.
Excerpt from the preface by Frédéric Cavazza
If you don't know him, Frédéric is a Consultant, trainer and speaker in digital transformation, Managing Director and co-founder of SYSK . Here is the beginning of his testimony:
“Do you know Charli D'Amelio? She is a 16-year-old American girl who is also the most followed personality on TikTok: a year and a half after her first publication, she has more than 100 million subscribers. A dazzling success, reflecting the growth of influencer marketing practices that make us wonder how we got here.
The success of influencers and influencer marketing is based on the combination of two factors: a declining audience for traditional media (TV, radio, magazines, etc.) that are being abandoned by young consumers, and digital advertising formats such as banners that are at the end of their life (very low click rates). This results in a power deficit for advertisers who have major visibility and performance issues. In this context, they naturally shift their advertising budgets to the media where consumers spend the most time: social media. The problem is that on these media, the natural reach is almost zero and paid visibility offers are increasingly expensive due to very strong competition for attention (rates are set according to the auction principle). This is why brands are turning to other communication and advertising levers, influencers, those who offer them the power, precision and proximity they need to work on their brand image and promote their products.
On the agenda: What strategies should be adopted with influencers? How to select the profiles with whom to collaborate? What types of partnership should be set up with them? What spam database topics do they prefer to discuss on social networks? How to get started on trendy formats such as live video or audio? What are the essential social networks? Why should we focus on emerging platforms such as TikTok or Twitch? What are the specificities of BtoB influence? How to measure the effectiveness and profitability of an influence strategy? Which brands are doing well with creative campaigns? What are the visions of Influence Marketing experts?
Testimonies from experts on the subject
With Guillaume, we would like to warmly thank these experts who agreed to share their point of view on the lever and their practices of collaboration with influencers: Frédéric Cavazza for the preface, Mélissa Levine, Marie-Laure Laville, Frédéric Fougerat, Léa Fischer, Pascal Huguet, Tiphaine Neveu, Marie-Irène Rochette-Decottigny, Emilie Bass, Emeline Giovetti, Florence Bénard, Thomas Salviejo, Eric Maillard, Carina Cheklit, Marie Dollé, Nicolas Proust, Céline Beckrich, Emilie Marquois and Jérôme Monange. Experts who work for the advertiser, in an agency or as independents, with particularly interesting points of view on the subject.
Excerpt from the preface by Frédéric Cavazza
If you don't know him, Frédéric is a Consultant, trainer and speaker in digital transformation, Managing Director and co-founder of SYSK . Here is the beginning of his testimony:
“Do you know Charli D'Amelio? She is a 16-year-old American girl who is also the most followed personality on TikTok: a year and a half after her first publication, she has more than 100 million subscribers. A dazzling success, reflecting the growth of influencer marketing practices that make us wonder how we got here.
The success of influencers and influencer marketing is based on the combination of two factors: a declining audience for traditional media (TV, radio, magazines, etc.) that are being abandoned by young consumers, and digital advertising formats such as banners that are at the end of their life (very low click rates). This results in a power deficit for advertisers who have major visibility and performance issues. In this context, they naturally shift their advertising budgets to the media where consumers spend the most time: social media. The problem is that on these media, the natural reach is almost zero and paid visibility offers are increasingly expensive due to very strong competition for attention (rates are set according to the auction principle). This is why brands are turning to other communication and advertising levers, influencers, those who offer them the power, precision and proximity they need to work on their brand image and promote their products.