R-Squared partners with iProspect and Posterscope

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R-Squared partners with iProspect and Posterscope

September 14, 2020

R-Squared has announced its formal partnership with industry leaders iProspect and Posterscope of the international Dentsu Aegis Network. The move from informal collaboration to a formal syndication partnership aims to provide all R-Squared clients with a syndicated network of expert skills and services to amplify their influencer marketing campaigns.

R-Squared partners with iProspect and Posterscope

“We often find that influencer marketing campaigns are siloed by clients outside of their normal paid-for media and social commerce strategies. With this move, we empower clients to truly integrate influencer marketing into their overall marketing and advertising strategies,” says Stéphane Rogovsky, CEO of R-Squared.

The agency says that it works with existing client agencies where available, but should there be a need for further syndication assistance, the agency partner network is ‘at the ready’.

Services offered by the agency include:

digital OOH to broadcast influencer messages across innovative channels,
the marrying of paid media with influencer marketing campaigns to optimise budgets, and
performance marketing through opted-in audiences and social commerce by bringing shoppable posts into influencer’s feeds.

“Programmatic can also be used to bring the world of programmatic into your sphere of influence and to bring the authenticity of an influencer into the world of programmatic,” says Rogovsky.

Clare Trafankowska, managing director at iProspect South Africa, says, “We are delighted and incredibly excited to be able to partner with R-Squared on what we believe to be a pioneering approach to influencer marketing.”

According to the partnership, expert syndicated partnerships can bring authentic, personal messages to a wider audience and ensure that influencer marketing campaigns take place within an ecosystem where reach is amplified by emotion, where the human touch is enhanced by technology.

“Influencer marketing increasingly offers brands opportunities to address consumers with greater relevancy and perspective but with authenticity and credibility provided through the association,” says Trafankowska.

“Taking it to the next level and augmenting these influential conversations within the broader digital ecosystem not only enhances the influencer profile and visibility but also enables the brand to broaden its scope of reach and brand saliency,” Trafankowska says.

“We are proud of our syndicated collaborations with truly powerful agencies around the world. Together, we are creating real personalities for real brands. While not every client requires this type of syndication model, we believe that it’s an essential service offering for influencer marketing both now and in the future,” concludes Rogovsky.

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A Measure of Success

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A Measure of Success

August 19, 2020

Influencer marketing continues to change how brands can have one-on-one conversations with their audience through an authentic influencer that they trust. All too often, however, the question is asked: “How do you measure your work?”.

For most other channels, measurement is simple. You can see how many people visit a website. You can count your CRT. You can see likes and comments. Or, in the most commercial sense, you can tell by an increase in your sales.

Influencer marketing works on an entirely different level. Rather than a Call To Action, influencer marketing gives an audience validation. It is validation in their choices or habits or lifestyle or fashion or financial decisions. The audience chooses to follow an influencer because they see something in that person that they trust. It could be a celebrity. It could be an investment banker. It could be a doctor. For whatever reason, that choice comes with an inherent degree of trust in what the influencer has to say or how that influencer is acting.

So rather than having a measurable metric, influencer marketing offers something far more valuable: brand awareness, brand love and brand loyalty. It’s a lot like a marriage. Most people try to put a metric on marriage. How long have you been married for? Is this your tin wedding anniversary or your diamond wedding anniversary? How many people try to measure how much love is in the marriage rather than how much time?

Influencer marketing brings the love and trust, things that can’t be measured. For now.

While experts in influencer marketing like R-Squared use traditional metrics to monitor and give a sense of measurement during a campaign, we know that these metrics are not the right ones to capture the efficacy of influencer marketing. We know that, while there are a vast number of different ways that digital can be measured, there are also a vast number of different ways that those numbers can be ‘massaged’ or bent to reflect a desired outcome.

And that is NOT what we foresee for an industry that has so much potential to make meaningful change in the world.

As the Chair of Influencer Marketing for the IAB SA, our CEO, Stéphane Rogovsky, is working with experts from around the world to find ways of measuring the true impact of influencer marketing on brands and on consumers. It’s a new discipline and requires a new way of showing the world just how effective it is.

For now, influencer marketing works very much like the old school big brand adverts worked – the ones you used to see at the cinema, or on prime-time TV, or at the Superbowl. It creates brand awareness for a new audience. It provides validation for your active audience. And it builds love for a brand by showing your audience that they matter, that you acknowledge them, that you are as invested in their time and interests as they are in you.

Like the love that powers a marriage through the good times and the bad, in sickness and in health, it’s not something that is easily measured but you can see and feel it across a room.

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Stephane Rogovsky to lead IAB SA Digital Influencer Committee

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Stephane Rogovsky to lead IAB SA Digital Influencer Committee

October 29, 2019

Following IAB
SA’s recent announcement of new committee members for the IAB SA Digital
Influencer Committee, R-Squared Digital is excited to share that its CEO and
Founder, Stephane Rogovsky, is the newly appointed Council Lead of the IAB SA
Digital Influencer Council.

While still
in its infancy phase, the influencer marketing industry is one of the fastest
growing segments of digital marketing. There are currently multiple and
differing definitions of influencer marketing and influencers, as well as the
influencer tiers, how ROI is calculated, benchmarks used, and best practices,
and this council will lead the process of consolidating of these views in order
to develop set guidelines, best practices and benchmarks for digital influencer
marketing in South Africa, and to empower the media and marketing industry to
make better digital decisions regarding best practice and standard definitions
for influencers in the digital space.

As announced by the IAB SA, Rogovsky
will also be working closely with Zoe Soon, IAB Global VP Mobile centre of
Excellence (also over-seeing this area of expertise) to co-develop and
collaborate on projects where relevant and meaningful. Rogovsky thrilled to be
working with the IAB Global Head Office on meaningful projects relevant to the
influencer marketing industry on a global scale. “It is an honour to be part of the process; coordinating this
discussion at a global level whereby industry standards will be set, all the
while leading change in the influencer marketing industry alongside truly great
industry leaders,” Rogovsky comments.

Don’t miss the IAB Insight Series Event: Digital Influencer Marketing at Kantar in Cape Town on 28 November 2019, where IAB SA Digital Influencer Committee lead, Stephane Rogovsky will be the keynote speaker!

For more information, read the IAB SA announcement here:

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Radio 7O2: Masterclass on Influencer Marketing

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See what is happening in our world – who is influencing whom and why.

Build And Use Your Digital Influence

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See what is happening in our world – who is influencing whom and why.

Build And Use Your Digital Influence

January 19, 2018

“Recently, Stephane Rogovsky, CEO of R-Squared Digital, a leading Influencer Marketing a-agency, presented at a Future Females “Build & Use Your Influence” conference.”

Speakers focused on exploring all aspects of “Influence” from both a personal as well as a professional point of view. Influence is the way we affect others and more importantly how we persuade people in a way with a positive outcome.

Stephane concentrated on discussing the impact of women in Influencer Marketing, analysing the impact of consumer purchasing decisions, and how those decisions are reached. Word of mouth has a tremendous reach, and statistics show that women are the primary decision makers. A staggering 68% of social media influencers are women. Authenticity of messaging drives engagement and ultimately consumer buying. 71% of consumers’ purchasing decisions are influenced by social media references.

He demonstrated that moms represent a staggering $2.4 trillion market, and that 54% of women show brand love and support. With women on social media more frequently daily, they are dominating influencer marketing.

Future Females is a platform that connects, inspires and supports existing and aspiring female entrepreneurs.

The challenge:

  • Globally, female entrepreneurs received just 2.5% of total venture capital funding in 2016
  • However, companies delivered 63% better return with females in senior leadership positions
  • Globally, women own just 1% of the world’s wealth
  • In South Africa in 2015 just 6.2% of South African women were involved in entrepreneurship, down from 9% the year before

Future Females believe that to drive change through technology, they cannot have just 50% of the world focused on it. More focus is needed to encourage and accelerate the success of aspiring and existing female entrepreneurs. Providing an environment, both physically and emotionally, where women can connect with others and access key resources (mentorship, funding, education) is key to accelerating the rate of female entrepreneurship, in South Africa, Africa and globally.

Click here to view the video, and contact partners@r2digital.co.za today for more information on how you can integrate an influencer marketing campaign into your traditional brand or marketing messaging.

For more information on Future Females visit their website and join their Facebook Group

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Top steps to a kickass Influencer Marketing Campaign

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Top steps to a kickass Influencer Marketing Campaign

January 17, 2018

“Stephane Rogovsky, CEO of R-Squared Digital (a kickass Influencer Marketing partner agency), will be presenting at the 2018 Integrated Marketing Communications Conference (IMC) to be held at Vodaworld in Midrand, Gauteng, on 8 February, on the REAL secrets of effective Influencer Marketing campaigns.”

With statistics like $6.85 in earned media value for every $1.00 of Influencer Marketing paid media (Burst Media, 2017), Influencer Marketing is dominating the social media landscape. Dunnhumby recently announced the results of a multi-year study on media performance, and found that real people endorsing brands on social media, known as “everyday influencers,” consistently delivered a higher return on ad spend than traditional advertising on digital media, TV and radio for brands.

Adweek research states that “94% of those who’ve used influencer marketing believe the tactic to be effective”. In order to retain the awareness and your buyers past the initial burst of posts, it’s vital to understand that Influencer Marketing is a relationship, not a business transaction. This requires a strategic influencer marketing approach to maximise your influencer marketing ROI.

Conventional marketing offers a generic corporate message broadcasted to a static target audience. Influencer marketing offers a format where each social influencer advocates for the brand in their own style, in their own words. It’s personalised and it’s people talking to people. This is why it’s imperative that influencer marketing be approached differently than other segments of marketing, requiring different expertise and skillsets. Finding the right influencer means not being restricted to a closed pool of potential influencers, but rather, finding the most appropriate influencer for your product or service.

It is critical to work on an Influencer Marketing strategy that is translated from your main marketing strategy, and to incorporate research on influencers based on their social media profile, reach (number of influencers), engagement rate (because the number of people interacting with the influencer’s post is more important than the number of people who just clicked on “follow” without engaging), and the audience analytics. Millenials alone have a staggering $200 million stake in annual spending power [through word of mouth and influencer marketing related campaigns]. (business.com).

Most influencer marketing companies will provide a platform to marketers who are experts in their field (but not in influencer marketing) to select and manage their influencers, which can often lead to a very disappointing ROI; furthermore, they are limited to the influencers within their database, who might fit well a given campaign, without being the best because the choice will remain limited to those within the pool; while R-Squared Digital has the capacity to identify the most suitable influencers and to hunt for them even if they are not within our pool yet.

As with most relationships, it’s important to select the right people to hang out with. These are the faces that will represent your brand. If you focus on millennials, young, hip, and urban chic influencers will offer bespoke solutions to your crowd. If, on the other hand, your market is far more traditional, your influencers should reflect the primary characteristics and values of your brand.

By selecting an influencer by description rather than by audience, one might not choose the right influencer.

Female Fashion campaign case study, based on a recent campaign:

One would think that a South African Fashion influencer with a 20k following would be optimal for a fashion campaign. When we investigated further, via a deep audience analysis, this influencer has an audience which is a) predominantly male, b) primarily based outside of South Africa and c) with her audience’s key category of interest as travel because she takes her fashion pictures while traveling. By selecting this influencer, the brand would spend her budget to reach foreign males interested in travel, rather than South African women interested in fashion.

Looking at engagement rates, one might also think that an influencer with 50k followers would bring the greatest impact. This is, however, not the case in influencer marketing. The audience size does not matter, and quality prevails over quantity, so selecting a similar influencer with a smaller audience but a much higher engagement rate would bring a bigger impact at a smaller cost, resulting in a significantly improved ROI.

Influencer Marketing is about people, not technology. People will follow, engage with and support content from influencers they like, who embody the values they trust and believe in. An influencer who truly embodies your brand values will share why they love your brand. From a strategic perspective, the best way to leverage the message is by utilizing multiple influencers whose stories overlap, and whose audiences overlap, to create a slowly unfolding online journal of why your brand is the best.

Acquisition might be your top of mind priority, but to best serve your brand’s interests, the benefits of focusing on long term retention of customers is far greater with an influencer marketing strategy incorporated in your company or brand’s traditional marketing strategy.

So what are the steps to a kickass Influencer Marketing Campaign?

Identify the right influencers for your target audience, industry, campaign and message Make a shortlist of the influencers whose reach, audience and authentic voice reflect your own. Nurture a relationship with those influencers. Enable them to create unique content around your services and/or products.

There are a number of ways to access creative and unique content with influencers.

Establish when, what and how your influencers should communicate your brand message, and understand how you can integrate this into your content marketing strategy.

Have your influencers blog on your brand’s behalf. Get testimonials from your influencers and post them on your site.

Engagement, engagement, engagement. Ensure that your influencers consistently drive authentic conversation around your brand, across their chosen social media channels. Solve your social media native content requirements using your influencers’ content across your social media channels. Make your influencers your brand ambassadors.

Each service or product has its own audience, and its own influencers, so regardless of the size of your company or brand, you can benefit from influencer marketing.

For more information on Influencer Marketing, contact R-Squared Digital on partners@r2digital.co.za today.

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