Measurement, ethical content and data privacy
Measurement was a key theme of the agenda, and Scott Guthrie kicked off the panel sessions in the Kindred Theatre, with Oliver Lewis, Karl Newman, and Grace Fung joining him on stage to discuss how to measure the success of influencer campaigns. “For any forward-thinking influencer marketing campaign, we can’t just look at earned media value,” said Fung at Coty. Meanwhile, Newman said “It’s all about the beginning; what’s your outcome? Is it reach? Is engagement really that valuable? Can you get access to the data in full? They’re really powerful things to measure.” Lewis added, “It’s important that right at the beginning you know the creative objective as well as the marketing objective. You need to understand the specific actions you want to inspire in your audience – that will influence the creative direction.”Headline sponsor Tagger’s CEO Dave Dickman tackled data privacy next, highlighting the importance of understanding data, where it comes from, and utilising the tools available. We interviewed Dickman after his session, so keep your eyes peeled for the full interview. Then, Emma Harman, Alice Skinner, Adanna David, and Rob Eades lifted the lid on what being an influencer means to them, how the most authentic collaborations come about through great talent and brand alignment, and how they keep their audiences engaged in this full-to-the-brim session. Later on, reps from Tribe, Just Eat, PHD, and Post For Rent took to the stage for a panel session moderated by Stephen Davies. The experts looked at marketplaces, using branded content as part of an integrated campaign, and the right time to choose an agency-led approach. The last brilliant panel session of the day saw industry experts discussing how to embrace creators to drive desired results at different stages of the sales funnel, with Rakuten Marketing, FitFlop, Publicis and Ogilvy sharing their strategies for hiring creators, measuring lower-funnel activity and the KPIs you should be looking at for measuring the performance at each stage of the funnel.Speed networking
Wearisma kicked off the speed networking with an informal presentation on the latest global and local trends in influencer marketing before the interactive event that saw industry leaders gathered and gain valuable insights on practical challenges at this interactive event. At the end of the session, attendees took away a free report on the latest influencer marketing landscape in addition to plenty of actionable tips learned from others.The Influencer Social
After the last sessions of the day, attendees headed to the Influencer Social. As coffees were swapped for alcohol, LinkedIn profiles exchanged and conversations flowed, everyone had the chance to let their hair down and catch up with the contacts they made during the day over a drink or three and to the backdrop of the lovely acoustic singer LJ. Day 1 ended on a high and if you are joining us tomorrow, make sure you wake up raring to go for what’s set to be another action-packed day.Keep an eye out for Day 2 highlights and don’t forget to join in the conversation and follow the action using the #IMS19 hashtag.
