Shuriken Vol 7

8/13/2019 Shuriken Vol 7

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Volume 07


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As our world progress through the ages, the way we live had gone throughtremendous changes in the past decade. It could even be called as the biggestchange in the human history regarding lifestyle. These changes are due to thetechnological progress and innovation which enable us to communicate andconnect with people regardless of the geographical proximity. Informationbecomes readily available at an instant to the urban population, now withsmart phone people are constantly connected to the online world. There arenow more channels than ever for people to communicate with each other butcorporations too are using this channel to maximise their exposure to thepublic. Now with unaccountable amount of information available anywhere,anytime but the worst of all is we are being force fed with unreasonable amountof information every day. We have no choice but to automatically ignore most

of the advertisement out there both online and offline but subconsciously itis being slowly but constantly embedded in our mind. With respect to thebusiness world, the way we consume changes as there are more factors thatcome in to play when we are making a decision whether to buy the new iPhoneor the new Samsung Galaxy.Conversations about brands, products and services are increasingly woveninto the interactions of social networks as a means to connect with others, andthese conversations have great influence even though people arent consciouslyasking about brand opinions. Furthermore, consumers do not always realisehow much influencing they are doing and how much they are being influencedwhen they have conversation about brands across social platforms.

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INFLUENCINGTHE INFLUENCERS

INFLUTHE INFL


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INFLUENCERSSHAPES BRANDS

NCING UENCERS

Another form of marketing that has emerged from a variety of recent practicesand studies, in which focus is placed on specific key individuals or type ofindividual rather than the target market as a whole. It identifies the individualsthat have influence over potential buyers, and orients marketing activitiesaround these influencers.Chris Brogan talks about Trust Agents in his book of the same title where-in, trust agents are not necessarily marketers or sales people. They are thedigitally savvy people who use the web to humanise business using trans-parency, honesty and build a genuine relationship. With enough time andeffort anyone can become a trust agent. As a result they wield enough influenceto build up or bring down a business.

This is creating a fundamental shift in the relationship between consumersand brands; ownership of the brand no longer sides in the hands of thebrand itself, as consumers and potential consumers are beginning toshape brands as much as brands are shaping them. As brands are beingdefined in real time by increasingly vocal audience, brand managementrequire greater transparency, access and response than ever before toconnect with consumers in the social space, and to provide consumerswith a return on emotion maintain affinity and loyalty. Traditional top-downbranding will become more and more impotent as social media grows.

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is those well connected individual with no particularexpertise which act mostly as connector. Theyusually have a large group of follower but they actas the mouth piece of others with more knowledgeon the subject. This group is usually found acrossvarious networks and platforms. Seth Godin calls

this group the sneezer as they can spread outinformation extremely fast with their vast groupof followers.

are often found among the first group of people onnew network and are actively browsing the web forsomething cool and new that no one has noticedyet until they mention it.

SOCIALBUTTERFLY

EARLYADOPTER

5 TYPES

Influencers can be categorised in many ways, inthis article we are using Stephanie Frasco influencersmodel as a guideline. It can be divided into twomain groups; one that involve with the product orservice; another can be perceived as the concernedthird party. All of which have emotional or rationaland in some cases both kind of influences on theconsumers.Users side influencers can become very powerfulas they are seen as fellow users who haveexperienced the brand. With no hidden agendasor motives that can be clearly seen to others, userside influencers are perceived as neutral. Thisprovide the opportunity for customers to lowertheir guard and open up to opinion as they arenow seeking information before purchase. Theseinfluencers are;

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5 TYPES OF INFLUENCERS

OF INFLUENCERS


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re those individual that have acquired relativelyigh amount of knowledge on a certain topicnd usually with analytical mind. They are oftenharacterised by the way they compile and interprethe large amount of information they have taken in.

GURU

endorsement is one of the techniques often usedby marketer in the past but as the time progress.The definition of celebrity has changed as the waywe consume information and media changed.Internet celebrity is the most common kind ofcelebrity encountered during the purchasing decision.

It used to be almost impossible to think of a situationwhere Chris Crocker, Rachel Zoe and Grumpy Catare in the same group.

is the individual that has a thorough knowledge onthe subject and have created something or writtensomething from the acquired knowledge. Thisinfluencer usually involve in the latter stage ofpurchasing decision where consumer want a morein-depth detail of any given subject. In order to

maximise its exposure to the public, this influencersrequire the guru or the social butterfly to spreadout the content created.

CELEBRITY CONTENT

CREATOR


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Like . Comment . Share 329,542 6,954

Magnum used to be seen only as an ice cream but since the greatinfluencer of Thailand, Celebrity, posted pictures of themselveshaving Magnum but not as a presenter but as a consumer;Magnum has been one of the most talked about icecream this year.


Engadget is the Content Creator of electronics and gadget relatedissues over the internet. It was seen as the independent reviewerwith large amount of knowledge on the subject.

Magnum Best Wishes For THE FIN-EST New Year

Like This Page August 16Magnum

Like This Page August 16Engadget



The endless range of cosmetic does not only stunned men but alsopuzzle women. It is almost impossible to choose one over anotherwhen there are so many choices. Women then turn to a trust agent,make-up/cosmetic bloggers; they have greatly influence the prod-ucts women buy due to their experience of the products, acquiredexpertise on the subject and their neutral stand as they do notrepresent any brand.

This is one of those occasion where IMDB have influence you towatch one series instead of the other; or is it because one of yourfriend has influenced you to take a look at this in the first place?

Tuedday at 6:58pm via mobilepearypie

Pearypie for Beautilicious: A summer day s dream

Tuedday at 6:58pm via mobile

IMDb

Pearypie for Beautilicious: A summer day s dream


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Garrett popcorn gained its popularity in Thailand through celebrityinstagram.



Krispy Kreme s rise to popularity in Thailand owe to numbers ofSocial Butterfly in Thailand. Social Butterfly along with Early Adopt -er were posting pictures of the hard to find doughnuts throughdifferent social media, creating a new trend while adding brandvalue and building Krispy Kreme s brand in Thailand as the hard tofind prestige doughnuts.

Tuedday at 6:58pm via mobileKrispy Kreme s

Like . Comment . Share 3,409,542 117,954


Do you remember when suddenly Blackberry is everywhere; it wasthe must have gadget. There weren t barrages of advertisementnor any special campaign that could have anywhere near that levelof effectiveness but there is one identifiable incident. One of theglobal influencer, Obama was photographed with a blackberry inhis hand and that was it.

Shared publicly - Dec 14, 2013BlackBerry

Shared publicly - Dec 14, 2013Garrett Popcorn

Shared publicly - Dec 14, 2013Planking

Planking has been around for a long while but only gained itspopularity back then through Social Butterfly which spread globallythrough the internet.


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The Execution:Ford Fiesta picks 100 socially energetic individuals who weredelivered the European version of Ford Fiesta before it is manufac-tured. These people were encouraged to share their experience

with the Ford Fiesta over the 6 months on their social mediaplatform included Blogs, Twitter, Facebook, Flickr and YouTubechannels.The Key Success:The well managing of utilizing socially persons to create thecuriosity content at the good time since Ford Fiesta has beenlaunched is the keys success of this campaign.

3 Interesting Case studies for Influencer MarketingThe Company: Ford Motor

The Brand: Ford Fiesta ProjectThe Objective: Create awareness and Create interesting toward FordFiesta

The Result: 11 million Social Networking impressions 5 million engagements on social networks (people sharing andreceiving) 11,000 videos posted

15,000 tweets (not including re-tweets) 13,000 photos 50,000 who said that they want to know more about Ford Fiestawhen it comes out and 97% of those don t currently drive a Fordvehicle

Like This Page August 16

Ford Fiesta

Like This Page August 16

Ford Fiesta




Tuedday at 6:58pm via mobile

Ford Fiesta


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The Execution:Mary Kay relies on strong word of mouth advertising. It is a time tosupplement with social media advertising. The action is that MaryKay creates a blogging community Beauty That Counts of the mostinfluential women in social media to create an innovative brandedblog in order to drive the purchase intent.The Key Success:By creating the specialty platform which is beauty blog and endors-ing the specialty blogger makes this blog becomes the special placefor women who look for beauty product and advice and it also helpsto emphasis the brand positioning as the beauty expert.The Result: Only one exposure to this branded blog can generate the answerProbably will purchase and Definitely will purchase The campaign helps increasing purchase intent among those whohas been exposed to this branded blog to 49.7% from 13.8% orincrease 259.6%

The Brand: Mary Kay (The beauty trusted leader who creatinginnovative beauty products)The Objective: Increase purchase intention for Mary Kay

The Execution:Invite 50 specific influencers such as top DJ s, nightlife addicts, andthe social media cool kids to participate in a unique experience.They can pick any 3 friends and stay for 3 days and 2 nights in thecasino. The things that they have to do are to create and sharecontent from their journey with their social communities and expe-rience everything the casino had to offer.The Key Success:

By choosing the right influencers that match with the brandbusiness along with the interesting content can create the powerfulimpact.The Result:Trips booked from New Yorkers increased by over 15% just withinthe duration of campaign

The Product: Casino in Atlantic City, New Jersey, U.S.A.The Objective: Reignite interest among New York professionals torecover the occupancy rate

Shared publicly - Dec 14, 2013Casino In Atlantic

Shared publicly - Dec 14, 2013Mary Kay

Shared publicly - Dec 14, 2013Casino In Atlantic





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As mentioned earlier information environment that surrounds us haschanged dramatically in recent years. With the changes in media, our mediaconsumption habit has also become more diverse and segmented. Apart fromthe influencer itself, the mainstream media also has to adapt itself to catch upwith this ever changing paradigm. Consumption behavior has changed to theAISAS model, so conventional communications do not work as well as theyused to. Consumers are putting up information barriers to avoid excessiveinformation making it difficult for the message to reach the consumers. Inthis situation, new forms of communication that are outside the framework oftraditional advertising campaigns are required. We, Dentsu Plus, design newform of communication so called Cross Switch Marketing. Cross Switch Marketing is dentsus communication planningprinciple. We, Dentsu Plus, design the path to move consumers so that theycan have active brand experience and brings the consumer close to the brand.Based on Target Insight and Media Insight, and taking into consideration bothwidth (reach and frequency) and Depth (degree of involvement), create

a Scenario for communication that effectively combines multiple contactpoints. It creates a sense of engagement on the consumers part, and getsthem involved in the campaign or the product.

A message can go through better by ensuring that the consumersees the brand information or ad when interest in the brand or category is at itspeak. It becomes easier to define this crucial timing if you take into consider-ation not only time, but also the place, surrounding circumstances, and theconsumers feelings. Think of a hamburger. If consumers receive informationon hamburger at 11 am when theyre hungry, it will be very effective. But notso much so if they receive the same information at 1 pm when theyve alreadyeaten. If you can properly utilize Contact Points, then you will be able to furtherincrease the speed and effectiveness of your communications.

Dentsu Plus helps you develop a journey towards Driving BrandSociety for clients successful business.

Hullalalallolohohello! We are Shuriken - Strategic Planning Department in Dentsu Plus. WE, as STRATEGISTS, have a vision to move as fastas the changing trend and to be precise to pick up the change matter that is valuable in consumers mind. We dont just provide solution forcommunication. We give solution to the brand because e ective communication lies within every touch point from the brand within to theconsumers voice out. Today, consumers are less predictable. This is why we need to be swift to understand and foresee peoples perceptionthat triggers certain behavior. It is not just only the brand and the consumers we strategically take an account for ; Shuriken integrates everypossibility to drive the brand to innovation. Anything about the brand, it is about Shuriken.

Pongsak Sanitwongse Na Ayudhya Taku MorikamiChannin VisarabuchanceSirapop KaewthipharatPayuhgsak Kiatruangkit

Dentsu + Design Ninja Dentsu Media (Thailand) Ltd.

The newsletter is produced and distributed by Shuriken, Brandscape Division of Dentsu Plus Co., Ltd. (Thailand). It is intended to be a sharing knowledge. To subscribe, pleasecontact Dentsu Plus (662) 234-3532-35 or [email protected]

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Shuriken Vol 7