The Influencer Marketing Lab
How influencers are shaping popular culture with Vik Khagram of BCW
Nov 11, 2020
Episode 11 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.
This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.
This week Scott Guthrie is in conversation with Vik Khagram an Influencer Specialist at WPP-owned Burson Cohn & Wolfe (BCW).
In this episode we discuss:
- BWC's broader view of influencers - those influential people including doctors, politicians and CEOs who sit alongside social-first Instagram famous to effect change
- How influencer marketing toolkits can assist joined-up thinking required to span global geographic regions
- How the rate of change is both a challenge as well as an opportunity for the influencer marketing industry
- The importance of looking at an influencer's negative press as part of the vetting process
- The importance of human insight combined with first-party data to make better decisions
- Influencers as storytellers not as human billboards
- The shift to working with influencers at the consideration phase of the sales funnel
- How influencers are shaping popular culture
- Why brands are thinking about not just who can I sell to but also who can I help and how
- How to measure ROI
- Working with the client to set clear campaign objectives and KPIs
- How influencer marketing platforms have caused a Tinder-isation of the discipline
- The rise of influencer unions
- Importance of having a critical view when reading about the industry