360 INFLUENCER MARKETING LONDON PARIS NEW YORK DUBAI HONG KONG MILAN MIAMI GENEVA

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1 360 INFLUENCER MARKETING LONDON PARIS NEW YORK DUBAI HONG KONG MILAN MIAMI GENEVA BY: EVRYWHERE GROUP LIMITED

2 360 INFLUENCER MARKETING INFLUENCER MARKETING: A 2 DAY TRAINING COURSE Influencer Marketing is a trend not to be ignored by Brands and one that s increasingly popular as a way of harnessing Social Media and creating genuine connections with Customers. The world of Influencer Marketing is evolving fast, leaving Brands uncertain of what to do or how to engage with it. Our two-day, 360 Influencer Marketing course, delivered by global Digital experts at EVRYWHERE, will help your Brand understand the foundations of Influencer Marketing through to developing, executing and measuring an Influencer Strategy. INFLUENCER MARKETING /ˈɪnfluənsər ˈmɑːkɪtɪŋ// noun Leveraging influential people as spokespeople for your brands Our course is bespoke to each and every client, whether for a specific brand or group of brands and is ideally suited to anyone responsible for Marketing, PR or Brand Reputation (and dependant on company structure we also recommend inviting customer service teams). Once the course is confirmed, a pre-course questionnaire will be sent out to ensure maximum delegate engagement and support our trainers in developing the course content to best meet delegate & business needs.

3 360 INFLUENCER MARKETING 3. COURSE BENEFITS AND OUTCOMES HOW WILL YOUR BRAND BENEFIT FROM THIS COURSE? Our course focusses on the practical realities of how to effectively engage & leverage Digital Influencers to deliver marketing campaigns. It is designed to enable your team(s) to be knowledgeable about the various opportunities that exist in leveraging Digital Influencers and the things to think about from both a Client and Agency perspective. During the Course, we ll focus your team(s) on your Consumer & explore how your brand currently interacts with them, how you could improve this and how you could leverage integrating Influencers to create a 360 customer-first approach through curation of your own macro & micro-influencers. YOUR KEY LEARNING OUTCOMES By attending this course, your team(s) can expect to leave armed with the knowledge they need to be able to develop and deliver Digital Influencer campaigns and customer-centric marketing activity, as an integrated part of your core marking mix. Specifically, they will learn how to: Create an Influencer Strategy bespoke to your brand and position the strategy within the overall marketing mix Identify the right Influencers, engage them, measure their success and avoid pitfalls experienced by other brands Analyse your brands end-to-end customer experience and brainstorm the opportunities to evolve this and the potential customer impact Harness the power of customer influence across all channels and understand the impact of a true customer-first strategy

4 360 INFLUENCER MARKETING 4. COURSE BENEFITS AND OUTCOMES WHAT ARE THE BENEFITS? At the end of this course, your teams will be able to: Identify the diverse range of Digital Influencer opportunities at all levels Create an Influencer campaign: The How, When and Why Create a 360 Customer-first strategy Know how to identify customer engagement opportunities and the potential of getting it right at every level Have time to create, learn, knowledge share and think strategically about your brand And much more... WHAT WILL WE COVER? Day 1: What is Influencer Marketing in the traditional sense and who are Influencers? Why are Digital Influencers a key part of the marketing tool kit? What s possible with Digital Influencers? How to engage Digital Influencers including Contracting, T&C s etc. How to build an Influencer Campaign How to support your Influencer Campaign with broader media How to measure your ROI Return on Influence from your campaigns Day 2: What is your brands end-to-end customer experience on all channels? Where are the opportunities to evolve this to make it customer-first? How do you listen to your customer and how does that impact your roadmap and communications strategy? In what ways can your consumers create direct influence on other consumers and whats the value of this? Monitoring and managing influence - and how to prevent a PR disaster Sharing brand experiences: The Good, Bad and the Ugly and what that means to you The outcome of our training is action! Your team(s) must be able to leave the course & immediately implement what they have learnt. EVRYWHERE provides the entire course digitally to all delegates together with additional Recommended Reading lists, Templates & Tools they can use in their planning, plus other useful supporting materials which will be invaluable to delegates, pre-, during and post the training course.

5 360 INFLUENCER MARKETING 5. TRAINING STYLE The course is jointly lead by two of EVRYWHERE Group s best subject matter experts James & Caroline. Their training style is to deliver courses in such a way that delegates receive both educational and practical (actionable) knowledge, plus inspiration to think differently and change their behaviour towards a more digital culture. Utilizing a blend of Presentation, Video, Web-based demonstrations, Apps and Tools, Audience participation, Interactive (solo or group) exercises and more, the course will give delegates the very best experience and insight into how the world of Digital Influencers works. PRE-COURSE EVALUATION As part of our training solution, we work with each of our Clients to develop an Online Pre-course Questionnaire to test the current knowledge levels of the participants booked to attend the course. This will be used to benchmark digital / influencer understanding and inform the content development of the course specifically around your Brand. Additionally, we offer our Clients a post-training Clinics / Surgery by Phone or Skype Meeting for each participant to discuss, review and refine their learnings, application and adoption of the Digital Influencer concepts and knowledge delivered.

6 360 INFLUENCER MARKETING 6. YOUR TRAINERS JAMES A. MATTHEWSON James is an experienced professional with over 20 years of digital marketing knowledge, ten of which has been spent in luxury digital communications. Over the course of his career, he has taken on multiple roles, including digital planner, problem-solver, mediator, thought-leader, strategist, trainer and conference speaker. James has been working with Luxury brands since 2006, delivering consultancy and training courses around the world for his clients. He s run courses in Dubai, Dallas, Geneva, Hong Kong, London, Miami, Milan, New York, Paris and many other locations. He has educated thousands on digital & is a published author, Fellow of the IDM and (adjunct) Professor of a Masters in Digital programme with Hult International Business Scholl. CAROLINE FINN Caroline is a brand, retail and ecommerce expert with over 15 years experience working for a variety of brands including Clinique, Links of London, ghd, Belstaff and Arcadia Group. She is also an entrepreneur running her own content lifestyle website ( and its sister subscription commerce website ( She is a trained facilitator and regularly runs training sessions, acceleration projects for brands & agencies - and finds time to do a variety of industry speaking and events within the Luxury & Retail fields

7 360 INFLUENCER MARKETING 7. YOUR TRAINERS CLIENT EXPERIENCE Over the past 10 years, James & Caroline have delivered Digital Training programmes to Premium Retail, Fashion & Luxury Brands all over the world in locations including: Milan Paris Miami Beverly Hills Geneva New York Dallas Hong Kong TESTIMONIALS Jessica Schinazi Senior Manager, Marketing Services & Business Development at Richemont I ve been working with James for the past five years to create and deliver impactful digital trainings. James is an outstanding trainer who has an innate ability to engage an audience and share knowledge in an interactive, concrete and lasting way. His workshops are as good in format as they are in content, and constantly kept relevant with the latest digital updates, trends and best practices. He is a brilliant public speaker, has a great sense of humor and an overall delightful business partner. Simon Wallwork Commercial Brand Director at Booja-Booja James is an inspirational digital leader - his wealth of experience coupled with his ability to develop and execute comprehensive and coherent digital strategies made his support in launching a full digital programme at Subway invaluable. His top-notch relationship building and communication skills at all levels engendered buy-in and trust at board level and paved the way, with his ongoing support, for effective agency selection, channel planning and market-leading digital initiatives. And perhaps most importantly, he s a gent and great fun to work with and I wouldn t hesitate to do so again. Guillaume Pahud CEO and Founder at Dot Stories James masters both the content and the delivery of all things digital. We have been working with James since 2006 and he never fails to surprise me with the quality of his content, his digital knowledge and his unique insights into the latest trends & how they will impact our brands. James is always very appreciated by all participants, always making a huge and complex subject interesting, specific to the environment and entertaining.

8 360 INFLUENCER MARKETING 8. COURSE OUTLINE DAY ONE Arrival and Coffee Welcome & Introductions Trainer & Course Intro (James A Matthewson & Caroline Finn) Delegate Intros (All) Objectives and Outcomes from the Course Session 1: Influencer Marketing: The context Let s have some fun: Course Warm-up and Mind-gym Key Global (digital) trends affecting brand owners What is an Influencer? How to identify Macro and Micro Influencers Why use Digital Influencers? What s the business case? Morning Coffee Your Brief Influencer Marketing Campaign briefing What we re expecting from you Session 2: 360 Influencer Marketing: Planning (Part 1) Influencer Scores: Klout, Kred and others How to research Digital Influencers: Knowing where to look for information about Digital Influencers & their reach / influencer / style etc. Casting Influencers: What does the casting process look like? Group Activity: 15 minute Influencer Marketing Campaign Group task

9 360 INFLUENCER MARKETING 9. COURSE OUTLINE Lunch Session 3: 360 Influencer Marketing: Planning (Part 2) Creative opportunities: What s new & innovative for 360 Influencer Marketing Guidelines for Image, Video, Copy based posts Media considerations to support your Digital Influencer campaign Afternoon Tea Session 4: 360 Influencer Marketing: Planning (Part 2 continued) How much should things cost? Some industry benchmarks and previous campaigns What resources do I need? Group Activity: 15 minute Influencer Marketing Campaign Group task Summary of Day 1 & Close / Q&A Actions and Outcomes from the Day

10 360 INFLUENCER MARKETING 10. COURSE OUTLINE DAY TWO Arrival and Coffee Welcome back & Agenda for Day 2 ReCap on Day One & Q/A Session 5: 360 Customer Experience Deep-dive: The end-to-end Brand experience from the customer POV > The highlights & lowlights > SWAT analysis (group activity) Who does it well in your industry? And why? > Group share of personal experiences Group Activity: 15 minute Influencer Marketing Campaign Group task Morning Coffee Session 6: Listening to your customers The value of listening: How this impacts your organisational decision-making Amplifying positivity to create momentum and organic activity Positioning your brand as Customer first Group Activity: 15 minute Influencer Marketing Campaign Group task Session 7: What is a Micro-influencer Strategy? Who and what are Micro-influencers? Influence from the ground up - A true 360 approach

11 360 INFLUENCER MARKETING 11. COURSE OUTLINE Encouraging feedback, content creation and utilising it effectively How Ratings & Reviews play a core role in Influencer Marketing Group Activity: 15 minute Influencer Marketing Campaign Group task Lunch Session 8: Monitoring, Managing & Magnifying Influencer Strategy How to measure ROI: Return On Influence & the impact of your campaign / ongoing activity How to manage the wider strategy and the role influence plays in the marketing mix How to grow the influencer strategy as a central brand tool Afternoon Tea Group Work Continuation of Influencer Marketing Campaign Group task Group presentations Group Trainer Feedback Q&A / Summary and Close of Course Actions and Outcomes from the Course

12 ABOUT EVRYWHERE EVRYWHERE is a strategic digital communications consultancy and training business serving the luxury industry. We bring over 20 years experience in developing and delivering digital strategy and solutions for global brand clients, with the last 10 years focussing on luxury. CONTACT DETAILS James A Matthewson e: james@evrywhere.tech m: Caroline Finn e: caroline@evrywhere.tech m: