Earned Media Value (EMV) is a method to measure the value of the work that PR experts and marketers do to promote a particular brand or company. EMV is a monetary worth of any third-party exposure your brand gets that your marketing and PR specialists strive to achieve: being featured in a media asset, getting great reviews willingly or getting brand’s post been shared by dozens. This post will identify what is Earned Media and three main models to measure its value.  

Let’s first see what is earned media? 

Earned Media represents one of the three sides of marketing: Owned and Paid Media. It is a tool used to publicize created content, such as press releases, blogs, social posts, influencer marketing, etc. In a nutshell, earned media is all the buzz around the brand posted by anyone outside of that brand.  

Earned media is generally reached through promotional efforts other than paid media advertising. If we think of owned media sites as a destination then earned media is the vehicle that helps us get there.

Why it is so valuable?

Earned media are mass media that have not been created or purchased directly by the company. All content about the company that is shared by customers, fans or users is defined as “Earned media”. Unlike in the paid media, they all talk about your brand voluntarily without being paid for it. So, earned media is a form of word-of-mouth. This form of media value is especially essential for brands because it confirms how many people talk about you aside from your paid marketing and PR efforts.

Earned Media is all about reliability

Earned Media is usually defined as the most credible content form for brands. Of course, you can tell your prospects how well your product performs and why it is the right choice for them, but eventually, they know that you want to sell your product. Existing customers or brand advocates, on the other hand, can provide their honest opinion about your product without any strings attached. Therefore, it is just a question of reliability.

Cons of Earned Media

Although earned media is very valuable, it also carries some risks. Unlike owned and paid media, it cannot be easily controlled. Since owned media is formed by the brand itself and paid media develops according to the brand’s conception, earned media, on the other hand, is completely disconnected from the brand’s scope of action. As a brand, you have almost no control over the evolvement of this mechanism.

How to calculate EMV?

Evaluation of earned media is another disadvantage of Earned Media. The grim reality is that there is zero consistency when it comes to calculation of the value. Every brand can formulate its own metrics based on its campaign goals, communication channels, and content types. 

Typical measurement metrics such as impressions and likes, are not concrete and do not address the brand’s business goals. Therefore, Earned Media Value is considered uncharted and unpredictable territory for many companies looking to transform earned media into tangible value.

Although there isn’t one agreed-upon formula and reliable benchmarks to base for measuring earned media value, it can be measured by these three different models: 1. Impressions Model; 2. Media Impact Model; 3. Target Influence Model. 

We can come to a conclusion on how to measure the result of earned media and return on investment that results in a tangible outcome.

Impressions Model

Calculating earned media value according to the impressions proves the awareness of the brand’s target audience of a particular product. 

This model works like this. Once a certain number of people with an audience have been exposed to and made aware of traditional or digital media assets, a brand will need less exposure to trigger their awareness, , comprehension and opinions about particular products or services. This goes on in a cycle to influence commitment and engagement.

Target Influence Model

This one is the most common method of assessing influence, the survey of a representative sample can be used to determine whether exposure to a message has reached its target. With this model, it’s important to measure for recall, retention and general indicators of attitude change such as motivation.

Media Impact Model

In simple terms, the media impact model traces coverage against sales over time in various markets and is a useful statistical study for describing an ROI. 

In this type of calculation process, we measure the models of sales by market and time against marketing tactics – one being earned media. 

The assessment can determine which tactic generated sales. Using this model, a business can determine the estimated ROI of each campaign and see sales improve over time based on earned media publicity.

Nevertheless, an earned media value shouldn’t be compared to paid advertising efforts, brands should understand the role of earned media in marketing. The difficulty to measure EMV shouldn’t discourage marketers to avoid using earned media, but to encourage brands to plan earned media strategy carefully with achievable targets. 

When it comes to Influencer Marketing the fashion industry is winning big. Information about fashion spreads quickly, in other words, the effect of fashion is fast. But to stay up to date, it is important to vary in marketing activity. Fashion marketers should be in harmony with their target customers and reach the customer with accurate and complete information in order to target sales and profit. But…

How effective is Influencer Marketing in the fashion industry?

Turkey’s cosmopolitan cities are known as a hub of the fashion industry. In terms of disposition of sectors, the report states that beauty and make-up with 19%, fashion with 18%, travel with 13% and life and food categories with 12%. From local designers to international brands, Turkish fashion bloggers like to mix it up to create their own unique style as well as write about/photograph it effusively. 

According to the state of the Influencer Marketing Report in 2019, 25% of all sponsored posts on Instagram are related to fashion. With an audience willing to scroll and shop, Instagram has created exceptional opportunities for all fashion brands.

Both established fashion labels such as adL, Hepsiburada, Defacto, LC Waikiki and smaller brands are leveraging the reach and engagement of this visual platform. They attract and engage more people with creative Instagram Stories, branded hashtags, shoppable ads, and influencer-created content. In terms of usage of social media networks in Turkey, Instagram takes first place with 48%, followed by Facebook with 21%, YouTube with 16% and Twitter with 15%. 

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LC Waikiki ile bu bayramda çok şıksınız! ? #bayram #bayramlık #yaz #summer #lcwaikiki

A post shared by LC Waikiki (@lcwaikiki) on Aug 10, 2019 at 4:55am PDT

Let’s take a look at some of the Influencer Marketing campaigns in Turkey which leveraged Celebrities and Fashion Influencers. 

Trenyol “Chagla x Milla” Collection

Trendyol created its private collections called ChaglaXMilla, with the Turkish model and actress Cagla Shikel. The launch of the collection, which combines quality and trends that a woman wants for the summer months, was released at Happily Ever After. On the same day, the CaglaXMilla collection which was put up for sale on Modag.com got a considerable attraction. The brand created the collection based on the designs of its brand ambassador. 

Collection consisting of beachwear, bikini, kimono, blouse, lace skirts, prints, midi skirts, Spanish pants, tops, and leather jacket, was designed by Cagla Shikel.

MODGREY & Modest Fashion

MODGREY, a clothing brand for women that combines modern, stylish and elegant clothing styles with unique designs. Making a rapid entry into the Turkish Fashion Sector, MODGREY has opened Turkey’s first Modest Department Store that offers modern and modest designs in Istanbul.

The brand intended to increase the digital power and brand awareness while collaborating with 21-year-old fashion influencer Sena Sever who is one of the pioneers of “modest fashion” in Turkey. Within the scope of the 5-month agreement with Sena Sever, the brand organized 4 different creations and many activities every month.

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Ne gömlekler yapıyorsun sennnnn @vesna_design ???

A post shared by Rabia Sena Sever (@senaseveer) on Jul 18, 2019 at 11:26am PDT

By the end of 2017, to start introducing the 2017-2018 winter creations, the brand partnered with Sena Sever, who attracts a lot of attention in the digital world with her posts and style, to increase both wholesale and digital sale. The campaign introduced MODGRAY to her followers of more than 500,000 people in a natural way and to draw sustainable traffic to the brand’s online shop.

Do the influencers are really a choice over celebrities?

Research done for Marketing Turkey explored the effectiveness of collaborations with both influencers and celebrities comparatively. 

In the study (that is called DigitalheAD), brain dynamics and eye-tracking measurements were performed with 256 participants and the dynamics of 1000 TV ads and 38 ads on YouTube Ad Leaderboard were compared. The aim was to detect thoughts and emotions that could not be expressed via brain imaging. 

When the scores obtained in the study are examined, it is seen that Danla Bilic, who is famous for make-up blogging, have a more effective harmony. The same scores cannot be achieved when the target group is the Benefit brand, which is both known and economically distant to the target audience.

Similarly, Berkcan Güven, who feels more related to the participant of the study, and Puma accomplished more successful collaboration, while it is seen from the consumer’s brain scans that compliance with Guess, which has a more premium brand, is not so effective. 

The results of the study revealed that celebrities like Cagla Shikel who is well-known on TV performed higher than social media influencers if we measure the scores without brands. However, when we in terms of their relevance with the brand, it was found out that social media influencers have a higher effect on consumers’ purchase decisions. 

The reason for this difference explained as “consumers are the fans of a celebrity, but the friend of an influencer.”

In another example, Cagla Shikel whose wardrobe is more wondered by her fans because of both her physical appearance and fame on TV, seems to perform higher scores in collaboration with Trendyol (fashion e-tailer) than Danla Bilic whose expertise is on make-up.  

In conclusion, the study highlights the relevance of a particular influencer or celebrity to the strategy of the brand. While celebrities who are thought to consume luxury and premium brands can perform better with top brands in digital media, the brands that appeal to a wider audience may have more effective collaborations with social media influencers who are more connected to their audience and thought to be one of them.    

Recently, Instagram announced hiding “likes” that posts have accumulated to start the test as a way of creating “a less pressurized environment” on the app and to encourage users to focus more on the content than the number of likes. Initially, Instagram has been trialing a new formula in Australia, Brazil, Canada, Ireland, Italy, Japan, New Zealand by concealing the number of likes a post has received. While the users who are parts of the test will be able to see likes by themselves, their followers will not. This is applied to video views as well.

And there’s been a lot of chat about whether or not this change will signal the end of the Instagram influencers. This change is not global yet, so we may not be able to analyze the whole effects, but one thing is certain that this move has the potential to dramatically change the commercial landscape of this platform.

What does it mean for Influencers? 

Somewhere along the line, the platform changed from casual posts, to precisely curated, well thought out, artistic creations invented particularly to get likes and comments, so, as a result of a change like this, it is expected that Instagram will turn to more “healthy” environment.

However, marketing experts say the changes could also further incentivize brands to put paid media support behind their influencer posts, and also to focus on Instagram Stories, the video and photo posts that are only live on Instagram temporarily.

The potential change could also mean that influencer content will need to become higher quality since users won’t be able to lean on the number of likes their posts are receiving when a brand considers working with them. Marketers will still be able to look at an influencer’s follower count, but that metric doesn’t mean much in the way of showing how “engaged” a user’s audience is. 

Youngsters vs Adults

From the adult influencers’ perspective hiding those numbers are like a pretty juvenile way to treat them and seem like something that would be perfect for users under 18 instead. The disappearance of the likes total has had little impact on their online life and they believe the company’s decision could increase users’ comfort by posting authentic material and displaying their creativity. In fact, likes have become so devalued that a picture of an egg holds the record for winning the most.

Compared to the adults, younger generations’ entire digital landscape has been defined by numbers and metrics.

Hilton, who has a personal account as well as one for his dog, the latter with more than 3,200 followers, added that he understands why Instagram is doing this. Hilton said his younger sister, who is in high school, is “obsessed” with likes. “It’s mostly for the younger generation, people in high school,” he said. “There is a lot of pressure. If someone has 1,000 likes and someone has two likes, that probably makes them feel not very nice.”

The change will probably slow down the Instagram influencer world a little bit, a lot of young influencers now are using live videos, not static photos, to build their following. And they will definitely find a way around if the platform will apply this change globally.

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one of the best moments of my life ???

A post shared by ᴇᴛʜᴀɴ ᴅᴏʟᴀɴ (@ethandolan) on Oct 4, 2018 at 4:00pm PDT

How will it affect the brands who depends on likes on their Instagram posts to sell their products?

Likes are a huge part of Instagram’s business model and how they monetize the platform, so it seems like an odd move to make on a full-time basis.

Professionally, that might be a little harder to explain to clients and also to brands that it shouldn’t be an issue but it just means that they will need to use third-party metric platforms to see the actual likes moving forward.
Besides, as a business or brand, you will be looking for more than just likes anyway (as these can be purchased) when engaging influencers. There are way more metrics for serious businesses and influencers than just likes. 

On the bright side, this change may have the effect of drying up the economy for fraudulent likes on Instagram since they would no longer be as valuable when it comes to showing engagement. Plus, when it comes to the clients of major brands like Pepsi or McDonald’s, engagement is already less of a priority. Trialing an Instagram without likes is a small gesture that is not nearly as dramatic as it sounds, and it’s one that weakly waves at the problem, rather than doing very much to handle it. 

Influencer marketing has earned a lot of interest over the last few years. In the last three years, the number of Google searches for “influencer marketing” has increased by 1500%. This shows that the future of influencer marketing is available for future opportunities. As more companies realize the advantages of influencer marketing, they will invest more money into it.

This research revealed that 63% of marketers plan to increase their budget this year and they set the budget of influencer marketing to become a $10 million market by 2020. Obviously influencer marketing is here to stay. But what does the future of influencer marketing hold? 

It’s bound to change with new technologies and trends, like all other marketing strategies. Let’s take a look at a few changes in the industry that we can expect in the future.

Focusing on Micro-Influencers

Influencer marketing grew out of celebrity marketing. To the average person in the street, influencer marketing involves brands working with famous people. Brands have realized that sometimes less is more. The success of any campaign doesn’t completely ride on the number of followers.

We have extensively written about the different types of influencers over the past few years. In particular, we have signposted the increase in the popularity of micro-influencers. One prediction for the future of Influencer Marketing is that micro-influencers will have more influence than celebrities would.

However, definitions for the micro-influencers have remained elastic over the years. The globally accepted definition is that Micro-influencers are someone who has between 1,000 and 100,000 followers. While their following may be small, their authenticity is high. 

Many influencers buy fake followers, so their engagement rate is low. On the contrary, micro-influencers have fewer followers but they work to maintain personal bonds with their audience. Therefore, their posts get higher engagement.

Unlike popular influencers who have a huge following on social media, micro-influencers are more reasonably priced. Micro-influencers will rule the future of influencer marketing.

The rise of Influencer Networks

The future of influencer marketing is all about the networks. Instead of individuals, marketers may start to group influencers based on whom they are associated with. After all, influencer marketing is about connecting with the right people.

If your brand is related to an influencer, its reputation grows based on how much authority they have. Moreover, an influencer’s reputation depends on which brands they promote. 

Each of the influence centers is linked to each other because many niches overlap. Take, for example, a brand that sells sunscreen lotion. For such a brand, the obvious choice would be to reach out to influencers in fashion, beauty, and lifestyle niches. However, they could also reach out to influencers in the travel and sports industry.

The future of influencer marketing emphasizes connecting or “the interconnectedness” of different niches. The influencers who have the power to transfer ideas between different groups will be the most influential ones.

Brands Will Cultivate Long-Terms Relationships with Influencers

As more brands realize the importance of collaborating with influencers, they are seeking new ways to work with them. At the same time, they realize that building long-term associations with influencers is essential for better marketing. It has been common until now for brands to think short term with their influencer campaigns. They have an idea for a campaign. They search for influencers. 

Either the brand or the influencers create the campaign, depending on the amount of control the brand requires. The brand then analyses the results of their campaign and then moves onto the next campaign which repeats the whole influencer identification process.

However, as influencer marketing becomes more popular, there is a danger that influencers will pick the brands with whom they wish to work. Good influencers are likely to “fill up” their calendar with paid promotions. If a brand isn’t careful, they will lose their best influencers because of short-term thinking. There are signs in early 2019, however, that this trend is changing. When brands find suitable influencers, they now focus on building longer-term relationships.

Brands and celebrities have built long-term relationships for years. This is predicted that Influencer Marketing will more closely follow this trend for a few years.  

Computer-Generated Imagery Influencers

These influencers aren’t real or human. As the name “CGI influencers” suggests, they are generated by computers. But they have already started to revolutionize influencer marketing. They’re the next big thing in the world of influencer marketing.

The entry of CGI influencers into the influencer marketing industry has changed the way brands view collaborations. For the uninitiated, CGI influencers are influencers who are created with the help of computer-generated imagery.

Manufactured in the virtual world, programmers and designers work for hours to create each scene from a CGI influencer’s life. On their social media channels, CGI influencers can be seen posing at exotic locations.

Riding in on the curiosity that CGI influencers evoke, many luxury brands have started collaborating with them. Lil Miquela, one of the most popular CGI influencers, has already partnered with Calvin Klein, Diesel, and Prada. 

CGI influencers are becoming increasingly popular for brands because they allow brands to completely control how their products are advertised. The unpredictability that comes with real-life influencers can be avoided.

Influencer marketing is steadily replacing traditional advertising that consumers have already lost their faith. Smart marketers and brands choose to work with influencers to persuade the buying decisions of their audience. Depending on the number of followers, we categorize influencers into mega, macro, micro and nano influencers. In our previous blog, we have talked about things you brands should know about micro-influencers and how brands can take advantage of them. Now we will look at another type of social media influencers – the nano-influencers.

Who can be defined as a nano-influencer? 

Having an account with a large number of followers or being widely popular is not necessary to be an influencer. It doesn’t matter how many fan base influencers have, the only thing is needed is the ability to shift their fan’s behavior or thought process. Think about any of your family members, parents or siblings. How many influences do they have over you? Whether you admit or not, some of your decisions are the result of their influence and you are the audience of one. 

There is a predominant idea that the bigger the influencer, the better your results which are not always correct. A word from a nano influencer may have more impact than macro-influencers with thousands of followers.

Nano-influencers are defined as Instagram influencers with at least 1,000 and usually not more than 5,000 followers. Here we can specifically include Generation Z. Instead of traditional advertising and celebrities which have been grown to mistrust, they have more tendency to turn to the opinions of their online peers. Clearly, we are heading towards a trend where consumers, in particular, the younger generation, will increasingly rely on nano-influencers to assist with their purchasing decisions.

Here are some of their notable characteristics of nano-influencers: 

• A small number of followers
• High probability of not working with any brand before
• Appearing as a “friend” persona
• Very specific niche
• A higher engaged community

Reasons to choose nano-influencers

We used to praise social media influencers with hundreds and thousands of followers and give them a big amount of money to endorse our products. But making more unique and relevant advertisements and targeting the right audience is key to every successful marketing strategy. 

Nano-influencers achieve this by creating original and user-generated content. They usually have more niche content. That’s why brands can reach various segments and better position their products with the help of nano-influencers. These new niches are a good opportunity for brands to test the new product, to examine the reactions and to get feedback from the audience. This is also a good opportunity to open up a new market space. 

Just like your family members or friends, nano influencer is “normal” people with a nano-lifestyle. A nano-influencer is almost considered a friend by most of their followers. As they don’t use influencer marketing as their main source of income, they appear more relatable and approachable for a brand. 

Fewer followers = More engagement

State of Influencer Marketing 2019 research states that nano-influencers have twice a higher engagement rate on Instagram than that of any other influencer group. It has already proven that if the influencer has a larger audience their engagement rate decreases. Compared to a celebrity with more than a million followers, nano-influencers can engage about 8.7% of their audience, while this percentage for a celebrity is just 1.7%. 

In comparison with the mega-influencers, they have more category-specific audiences who are closely interested in their publications. Therefore, they can create a stronger relationship and one-on-one communications with their followers. They are more likely to reply to every comment and interact with the audience. They don’t simply reply with a catchphrase but give meaningful answers to their questions. As a result, these relationships lead to higher engagement and trust.  

Cost-effectiveness

In having a considerably large following, mega-influencers provide brands with a notably greater reach, but at a very high cost. However, leveraging multiple nano-influencers will have more influence than working with a mega-influencer with the same audience. Of course, there are more financial benefits of this collaboration. A few percentages of nano’s prefer monetary compensation, which means they are ready to collaborate with you in exchange for products or services which makes them more approachable for small businesses as well. 

Grow your future ambassador

They are enthusiastic and easy to work with. So they are growing faster than any other group of influencers. It is more likely that in the near future they can become micro-influencers or even macro-influencers. So it is a chance for brands to grow their army of ambassadors. 

They are more like “friend figure”

Nowadays, consumers exposed to promotional content every day, so they can easily identify them. However, nano’s feed is not filled with paid content yet, therefore they are able to provide a sense of authenticity.  A recommendation of a brand or product from a friend (or a nano-influencer who provides that level of friendly intimacy) will bring better conversion rates than a paid advertisement. 

Finally, before starting to leverage nano-influencers brands should consider that they don’t have much experience in advertising. So they are going to need more help, advice, and control from brands. Brands can help by giving a detailed brief and not interfering with their way of interaction with followers. It is also necessary for nano’s to have a general understanding of the brands they collaborate with. Not having a thorough understanding may risk the brand’s message being fragmented.

The term “amazon influencer” appeared after The Amazon company run an affiliate program to help people to make money. This affiliate program run by Amazon for two years, allowing social media influencers to get a commission on products that are sold and earn a cut of prices generated from Amazon links within Facebook, Instagram, Youtube, and Twitter. 

This is a cost-effective way for sellers to reach potential customers

Amazon’s Affiliate program became so popular that, the company decided to slightly take it several steps further and in 2017, Amazon Influencer Program was created. Unlike Amazon’s affiliate program this new program is more exclusive as it lets anyone link to products for the small number of commissions. The program is open to qualifying consumers who have YouTube, Instagram, Twitter, and Facebook accounts.

Creators say that revenue from the Amazon Influencer Program can vary from a few dollars to $1,500 a month. Commission rates range from 10% for Amazon’s private-label fashion line to 1% for video games and consoles.

Why Amazon started this program?

Amazon realized that social media influencers with large audiences could broaden its reach by promoting products. They also realized influencers were searching for better ways to partner with brands to monetize their fame.

At first, Amazon took a risk by knowing that influencers would take advantage of the program, giving misleading reviews to products just to make money. But, that’s not how today’s young influencers work. Influencers don’t necessarily promote products because they know followers trust their opinions and crave discovering relevant brands. Influencers are also keenly aware of how Amazon bans fraudulent reviewers. And those young, rising stars don’t want to make it onto that list.

How does the program work?

It’s pretty similar to how Amazon Affiliate works. Users can build links and shopping ads, and then integrate them onto their own websites or blogs. When people click on that link and buy a product, the affiliate gets a commission on the product. The amount of commission depends on what type of product was sold.

The main difference between Affiliate and Influencer programs is that, with Amazon’s Influencer Program, people have to apply to be “using the social media account in which they’ll have the most influence on their followers, while on Affiliate program anyone can sign up and get started. 

There’s no guarantee they’ll get into the program. If you don’t qualify right away, Amazon encourages you to come back in the future as the eligibility requirements may change over time.

Here are some of the eligibility requirements:

• Broad audience. However, there’s no precise number that has been stated by Amazon. 
• How much they engage with fans with posts, and how many/which social media platforms they engage on. Again, there are no exact numbers, but rather that Amazon wants to see you have a noticeable presence.
• Your content is of a high standard. Amazon’s looking for influencers who post quality material, and not just trolling comments to get a reaction out of people.
• Lastly, they also want to see that there’s relevance for themselves. Amazon needs to see that the influencer chosen will also benefit themselves.

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 How successful the program is?

The program is a win-win for both influencer and Amazon. The company gives you countless social sharing tips on all platforms, including podcasts and Snapchat, plus examples of real-life influencer campaigns.

As the program is relatively new, it is a little difficult to quantify the success of the program for brands. There are some gray areas at this point when collaborating with influencers. If a brand decides to work with an influencer, will the influencer feature that brands on his or her storefront? Even with the complexities, studies show that influencers have generated billions of dollars of revenues for brands. Other surveys say that most marketers are trying to assess the ROI of working with influencers.

Azerbaijan`s largest mobile operator, Azercell Telecom LLC was founded in 1996. With a 48 percent share, the company has taken a significant place in Azerbaijan’s mobile market. Azercell’s network covers 80 percent of the country’s territory and 99.8 percent of the population. Presently, 4.5M subscribers use Azercell’s services.

Although Azercell is a leading company of the local mobile telecommunication sector, it has decided to appear before its customers with a renewed logo. As stated by the Azercell, “the new logo will be the symbol of its agility and innovative spirit.” 

The company’s influencer marketing strategy was to let the influencers tell their own stories through social media platforms like Instagram and Facebook. 

 

 

 

 

 

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Bilirdiniz ki, mən @azercell -də uzun müddət işləmişəm?:) Azercell ilə bağlı çox xoş və unudulmaz xatirələrim qalıb! Bugün isə Azercellin yeni başlanğıcın təqdimatındayam? Yeni loqonun təqdimatını birlikdə qeyd etmək üçün bugün Heydər Əliyev Mərkəzində böyük konsert gözlənilir! Hamınız dəvətlisiniz:) Congratulations @azercell ? #azercell #purpleteam #newbeginnings #ad

A post shared by Aysel ⠀⠀⠀⠀⠀⠀⠀⠀ (@iceselina) on Jun 21, 2019 at 9:00am PDT

With the help of Keepface Influencer Marketing Platform, 32 Influencers were leveraged with a various circle of interest and a good social media presence. Azercell’s partnership with influencers started on the 1st of June and lasted about a month till the 5th of July.

They shared a teaser of social media ads before the event and story posts with an invitation for the event noted the date of the event. Influencers to spread the word about the logo by inviting their audiences to an open-air concert.  Various videos, photos, and story posts created by 32 influencers from the concert received millions of views.

Here are few of influencers with different social media stats and results of their performance: 

@hllyblog – 243752 audience, 7.37 % engagement rate

@iconmekh – 21295 audience, 6 % engagement rate

@nadjiba_ – 24325 audience, 8.52 % engagement rate 

@sabiorudjeva – 12074 audience, 10.18 % engagement rate

@uzel.kerimova – 8387 audience, 3.37 % engagement rate

@aiseelll – 7801 audience, 5.03 % engagement rate

@asadovlife – 6431 audience, 13.58 % engagement rate

@nicatmanaf – 1601 audience, 63.19 % engagement rate

Activity:

• Instagram and Facebook was selected as the main platform

• Teaser shared before the event 

• Event posts and experience

• TVC Video shared after the event

“Under the Digital Sky”

Azercell held an event at the Heydar Aliyev Center on June 21st with the participation of 750 people including influencers. They shared the moments of the event as a form of story posts, live videos, and photos on platforms mainly on Instagram and Facebook. 

 

 

 

 

 

 

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@azercell updated ?✌?

A post shared by RAVAN BAGHIROV ? (@ravanbaghirov) on Jun 21, 2019 at 9:29am PDT

The company organized a concert “Under the Digital Sky” with free entrance in the park of the Heydar Aliyev Center, allowing the audience to listen to the songs performed by popular artists, like Nigar Jamal, Emin Aghalarov, Chingiz Mustafayev, Zulfiya Khanbabayeva, Elnara Khalilova, Elshad KHose.

It is worth to note that, for the first time in the country 360 degrees 3D mapping was shown throughout the event. About 300 drones created an image of old and new logos and also national flag and map of Azerbaijan and demonstrated a fascinating show.

Result

Keeping in mind that every business is different and thus the target audience is different. The purpose of this collaboration was to gain the attention of a massive young audience and to maintain warm relations with the older generation. To achieve this goal, the next steps have been followed: identifying key influencers, evaluating engagement, building relationships and discussing initiatives and implement, and finally measuring results. From the graph below you can see the achieved results of the campaign:

It is expected that the global gaming market is going to surpass $180 billion in revenue by 2021 which means a 30.6% increase from $137.9 billion in 2018. In the last few years, gaming has grown more significant on existing platforms like YouTube and Facebook, but it has also spurred the creation of live stream gaming platforms, like Twitch and Caffeine.tv. As these gaming platforms are in competition, most gamers are maximizing their presence across multiple gaming platforms. The gaming industry is diversifying rapidly, so brands interested in collaborating with the leading gaming influencers need to keep up with the changing tides.

This is where the gaming influencers shine. To elaborate we’ve collected a few examples of influencer marketing campaigns on gaming channels in Turkey.  Influencer campaigns entertain, inform and reward applications and strengthen the ability to establish an emotional connection to the brand while providing product experience. 

Influencer ads:

– Have a viral effect

– Strengthens the brand message

– It allows you to be noticed in digital clutter.

– Provides positive product/brand experience.

– Strengthens brand awareness, and engagement.

– Creates loyal customer communities.

How can gaming influencers help brands?

Numerous gamers have started live streaming their game performances and have garnered millions of followers. These gamers have massive reach and engaged audiences who are interested in gaming. Which makes them the ideal target market for gaming companies. And these influencers can help you reach that market.

A lot of gaming brands are now collaborating with influencers to promote their products, but not everyone is doing it right. Not every campaign gets the desired results. Here are some successful influencer marketing campaigns in Turkey that were on point.

Burger King’s campaign with gamers

One of the world’s biggest fast-food hamburger chain Burger King operates in Turkey since 1995 and has more than 650 restaurants. Adopting the strategy of “We should be there where our target audience is”, Burger King embraced the e-sport which is increasingly popular in recent years to target the younger generations and developed a Pro-gamer menu for gamers. 

TrueView for Action and Bumper video formats were used on YouTube with the collaboration with Digital Media Agency SEM. For the campaign, there was created an entertaining commercial in the concept of a challenge with the participation of Batuhan Sergen (Quincy10) who is a well-known gamer in Twitch. 

All communication of the campaign was supported only through digital channels in collaboration with professional e-sports players. YouTube was chosen as the main channel for the promotion of the Pro-Gamer menu. By positioning YouTube in this audience-specific targeting, the campaign achieved a high performance of 616% ROAS.

The brand achieved a 153% increase in website traffic and a 19% growth in online sales after the campaign started. Compared to the previous period, sales revenue increased by 84% in the TrueView For Action campaign in comparison to the same product performance.

Gilette’s collaboration with gamers

Gillette is increasing the support for e-sport, which has been a rising trend in recent years and is becoming increasingly popular, especially among young people. 

In 2018, Gilette has gathered 5 gaming influencers together and formed “the most popular e-sports team of Turkey”. For the campaign with Gilette, one of the biggest sponsors of sport and e-sports categories,  YouTube gamers Tuna Akshen (Pintipanda), Mete Ozbey (Easter Gamers TV), Tolgahan Turkben (Oyunbros), Dora Ozsoy (Stratera), Serdar Mercan (Oyun Konsolu) came together and took part in 25 videos during the 6 month with the hashtag #Gilettegibi. The Campaign achieved 11M impressions, allowing the brand to reach the right target audience. 

Casper Excalibur Series commercial 

Casper has released a new commercial for the Excalibur Series, which promises gaming enthusiasts maximum performance and uninterrupted gaming pleasure.

The company shot a commercial of the G670 model of the Excalibur Series featuring a renowned by the game enthusiasts, Bogac Soydemir (aka EducatedEar) from the Post42 team. By making Bogac Soydemir the face of the commercial was a strategic step to speak to not only the gamers but also huge auditorium of over millions of fans on YouTube. 

Bogac Soydemir gained fame for his editing skills and the YouTube show, “funny videos” which became a famous show through his ideas and creativity. Although he is a gamer and commentator best known for his Twitch live streams, he is also famous for a rock band named “Yok oyle kararli sheyler”. 

In this ever-changing digital marketing landscape, healthcare companies also need to find innovative ways to reach their audiences. One of the most effective tools is Influencer Marketing. 

Association of National Advertisers reported that 75% of advertisers opt to use influencer marketing and, and as it is successful 43% of them expect to increase their spending on it over the next 12 months. Influencer marketing is referred to as the ability of one person or campaign to form customers’ purchase decisions.

Influencer marketing isn’t just for the beauty, food, and fitness industries that usually come to mind. It can work in medical tourism too. Finding individuals who are passionate about your company, organization, or product is vital as people put more trust in user-generated content than content created by a company or brand.

What is Medical Tourism? 

Medical Tourism refers to people who travel the world to get medical treatment rather than for fun. While in the past, people were traveling from less-developed countries to developed countries to get proper treatment, now the opposite is true. Nowadays, people tend to travel to developing countries to obtain cheaper medical treatment. It is mostly for surgeries (e.g., cosmetic), but people may travel to countries where treatment is the most understood.

We can use the health tourism term as a broader term for traveling that focuses on medical treatments and the use of healthcare services. It covers a wide field of health-oriented, tourism ranging from preventive and health-conductive treatment to rehabilitation and curative forms of travel.

If you want to start leveraging influencer marketing but don’t know where to start, keep reading to find out more how it is being used in marketing and promotional campaigns to reach prospective traveling patients, insurers, employers, and referring physicians is changing digital marketing.

Who can be an influencer in Medical Tourism?

Healthcare influencers could be everyone from healthcare professionals who are actively online to celebrities who talk openly and frequently about their health. 

A physician or dentist refers a patient on to a specialist they know or respect or that they’ve read about in a journal article, etc. 

A sports or cinema celebrity or public figure gives a glowing review of your service after being a patient at your facility.

Travel influencers who urgently need healthcare service, and finds your clinic more reliable. 

Choose influencers wisely 

Similar to all other marketing verticals, pick influencers based on their relevance to your brand values, their influence with your target audience and their desire to, in fact, be your influencers.

Consider who they are, what their story is, and why they are in health. If you’re going to work with actual health care providers and professionals, be sure to verify their credentials. The last thing you want to do is a partner with the wrong influencer. One who claims to be a doctor, but actually lost their license years ago, can ruin your reputation. 

Trust is more important 

Last but most importantly, medical tourism marketing involves consumer trust. Trust is imperative in the health care system, as people need to put their faith in the recommendations of their doctors, pharmacists, and other health care providers to feel their best. Trust is also imperative in influencer marketing. Consumers need to be able to rely on the words and advice from the people they follow online.

How much will it cost?

What brands pay those influencers can range from a few hundred dollars to a couple of million dollars, depending on the influencer, the platform, and the product. 

Not all influencers charge a fee. But you can pay an influencer for their time and effort to create original content about your brand or that mentions your brand, but you cannot instead pay them a percentage commission based on closed sales as a result of what they wrote. 

Some influencers promote exclusively on one social media platform. The platform chosen will impact the price charged by the influencer. More platforms are equal to higher costs. For one reason, the same content doesn’t work on all platforms interchangeably. The best influencers know this and create original content specifically for use on each platform, tailored to each platform following. If you are a small medical clinic, going with micro-influencers will cost less and have a closer relationship with their audience, so their brand recommendations will resonate with more of their followers.

How could Influencer Marketing be beneficial for Healthcare outlets?

This helps our clients to increase trust and credibility in the market in their segments such as hospital, clinic, or a diagnostic. Influencer marketing can enable and empower hospital in providing utmost care to patients, thereby creating the brand identity.

It creates long-lasting growth and provides a competitive edge in the market. 

An influencer who you want to work with doesn’t have to be a single person or a person at all – Take Genentech’s #NotOneType campaign as an example.

The biotech company teamed up with Giuliana Rancic, Living Beyond Breast Cancer and ThirdLove to take a closer look at breast cancer because “breast cancer is not a one-size-fits-all disease.” A website was launched to serve as the center for educational information like breast cancer types, quick stats, and questions to ask. A pop-up experience was also launched in SoHo, NYC to provide an opportunity for further engagement and education.

View this post on Instagram

Hey #NYC friends! Join us today in #soho. We are teaming up with @thirdlove and @giulianarancic to launch #NotOneType and encourage others to learn about the different types of #breastcancer.

A post shared by Living Beyond Breast Cancer (@livingbeyondbc) on Apr 17, 2018 at 8:56am PDT

Conclusion

Hospitals, Clinics, and Diagnostic centers can easily use and implement influencer marketing to increase the popularity among the people to drive more patients through influence. Healthcare companies who can engage patient communities and start a transparent dialogue are the ones who will rise above the rest.