Elle Darby & The Influencer Marketing

Hey Guys, what’s up?

Elle Blasting Mr. Stenson

Elle Darby, Social Media Influencer

 

            By now you all must have heard, read or watched YouTube videos of Elle Darby. If you haven’t yet, here is a little bit about Elle Darby. Elle Darby is UK based 22 years old Vlogger, Blogger, YouTuber and yes Social Media Influencer with 87000 YouTube subscribers and 76000 Instagram followers. (This was at the time ‘the incident’ happened). I am sure you know how much hard work and skill it requires to get this kind of following.

Let’s see now what ‘incident’ happened with Elle Darby. Elle Darby had plans to travel to Dublin for vacation for 5 days. (By the way, for a travel blogger or Vlogger vacation doesn’t mean regular vacation, it is workation).  Since she is a social media Influencer, she approached the owner of a hotel, The White Moose Café, Mr. Paul Stenson for a “possible collaboration”. How she does it? She sends out an Email saying she works as a Social media Influencer, mainly lifestyle, beauty & travel based.”  She further says, “As I was searching for a place to stay, I came across your stunning hotel and would love to feature you in my YouTube videos/Dedicated Instagram stories/posts to bring traffic to your hotel and recommend others to book up in return for free accommodation.”  She also mentions that she had organized similar collaboration with Universal Orlando, Florida a year ago and they benefitted from the same immensely.

Now, let us see what actually Elle Darby must have offered in her email to the hotel. “I would do a promotion for your hotel by way of writing a review, feature your hotel in my YouTube videos but don’t pay me. Just take care of my 5 days stay at your hotel.”  In simple words, it was a business proposal whereas payment would not be in any sort of currency but in form of 5 days hotel stay. I don’t think it takes some extraordinary intelligence to decode the email of Elle Darby, right? But what followed after that is nothing less than a drama. In a normal situation, any regular hotelier either would have grabbed the offer or if not convinced, would have declined by simply replying to the said e-mail.

Unbelievably this is what followed which I would like to call it ‘an Incident’. A bit similar to the incident happened decade back with Vivek Oberoi. I hope you all remember that famous or say infamous press conference which simply destroyed the chance to be a next Superstar for Vivek Oberoi. Most of the Indian movie lovers would remember. OK, let’s get back to Elle Darby.  Mr. Paul Stenson chose social Media Platform just like Mr. Vivek Oberoi chose the Media platform, to respond. He posted the screenshot of Elle’s email with his reply on official Facebook page of The White Moose Café boasting of his hotel’s social media presence, accusing 22 years old Miss Elle Darby of being Free-loader and lot more than that. For example,“ Thank you for your email looking for a free accommodation in return for exposure. It takes a lot of balls to send an email like that if not much self-respect and dignity”. And not just that, Mr. Paul had to inform Elle that it costs money to hire employees who would check her in, clean her room, serve her breakfast etc.  I have given the screenshot of his FB post below. More interestingly Elle came to know about the reply from a tweet on a twitter directed at her.

I really don’t know what it is called. What kind of response was that for an email with a business proposal.  What followed after this was again very interesting. Social media reacted the way it is supposed to. Some people called it a publicity stunt by Mr. Paul Stenson and some called Elle Darby ‘a disgusting free-loader’. Elle posted a video on her YouTube channel responding to the Incident saying how badly she was hurt when she has done nothing wrong, She was just doing her job and eventually breaks down from the humiliation she felt during the video. Interestingly her number of YouTube subscribers went to 106K from 87k and 96.9k Instagram followers from 76000 in short span of time at the time of writing this article. Since Elle’s emotional breakdown, apparently, The White Moose Café faced a similar backlash. Strangely The White Moose Café owner, Mr. Paul Stenson responded to video Saying “All Bloggers banned from our business.” Here is the video where Elle Darby blasting The White Moose Cafe

Frankly speaking, I don’t see anything seriously wrong with Elle Darby sending out me for an email offering her services but in return, expecting 5 days accommodation and not the money. It is kind of barter system many in the industry follow even today. I am sure it was mutually beneficial. But yes, she should have explained to Mr. Stenson what was the benefit of the said collaboration in detail before quoting the price. But what Mr. Paul Stenson did instead of replying to the email was rude, unprofessional, foolish and uncalled for and not expected from a hotelier. We can understand may be lack of understanding of the Influencer Marketing was one of the reasons along with many others, I guess.

 

 

Now the bigger question is, what is the future of Influencer Marketing? We can take this case as an isolated one but there might be many more Mr. PAULs who possibly doesn’t understand that this 5days free stay could benefit his business immensely. But is it time for Vloggers and Influencers brought about change to the way they approach potential clients? Please do let me know what do you feel about,’The Incident‘.

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How to analyze your FB business page.

Hey guys, What’s up?

        As I am marketers myself, I know we have to put a lot of efforts and hard work for our clients as well as to build our own audience, our own network. Social media is undoubtedly one of the most important aspects of any digital marketing campaign.

The purpose could be anything like brand awareness, generating leads or for bringing quality traffic to our website. Now again, one of favorite and loved social media platform for marketers is ‘Facebook’. No digital marketing campaign is complete without facebook. It goes without saying that facebook page is what you need to advertise your product or company on Facebook and to create one you don’t have to pay Facebook a single dime. It is absolutely free.

 Let’s have a look at some of the amazing and updated facebook stats first. As per different sources on the internet, I have mentioned below some of the most relevant stats for us.

            Stats are updated on 1st November 2017 as per website www.zephoria.com .

  • Worldwide, there are over 2.07 billion monthly active Facebook users for Q3 2017 (Facebook MAUs)
  • 37 billion people on average log onto Facebook daily and are considered daily active users (Facebook DAU) for September 2017
  • On average, the Like and Share Buttons are viewed across almost 10 million websites daily
  • Age 25 to 34, at 29.7% of users, is the most common age demographic.
  • Five new profiles are created every second.
  • Facebook users are 76% female (out of 100% of all females) and 66% male (out of 100% of all males)

Shennon Visibility Online

What do these stats really say to us is this,” Facebook is too big to be ignored by us as a marketer”.

Now let us have a look at stats on Facebook business pages. Source for this info is www.expandedramblings.com .

  • Total number of Facebook pages or let’s say FB pages: 65 million (last updated on 2/10/2/17)
  • Number of people those visit FB pages monthly: More than a billion
  • Average number of post by brands daily: 1.48

These are some facts about FB pages which are relevant to us. Organic reach for posts on a page has come down so much so that we can actually call it alarming. We constantly need to boost our posts, in short pay Facebook for potential reach. But let us not bogged down our spirit by this situation. There are ways to beat Facebook in its own game to some extent I would say. There are tricks of trades for this which I will discuss those in my next blog post. So please subscribe to the blog to keep yourself updated.

It is important to monitor our efforts. There are various ways or tools, paid & free, to do just that. Apart from Facebook page Insight, my personal favorite website to measure my efforts and to know where my facebook page stands is https://likealyzer.com by Meltwater. Why is it my personal favorite, it gives very relevant information of our page in very simple, easy to understand language. It also let us check where our facebook page stands compare to other FB business pages in the same category or even among worldwide pages.

Here is a small video I have created for you to understand how it works. Sound quality is not great but it is ok. Enjoy the video, I hope it will be a helpful one. All the best.

Also check out our FB page for latest happening in the world of digital marketing. Do not forget to visit our website for Shennon Visibility Online.

Here is the link to the video, click it. Do not forget to subscribe the channel for more informative videos in future.

Knowing marketing before digital marketing.

Hi Again,

You might be a fresher. As a fresher, you might be struggling to get a project or maybe in dilemma as what to do now even if you have a project in your hand. You might be in this field for quite some time and still be struggling because your campaigns are not working for your client. You have gone through your courses and knows all modules well and still, you have no idea why it is happening so or what is going wrong. One thing you might have overlooked, one thing that is heart and soul of digital marketing is ‘Marketing’. No matter what kind of tools we use for marketing, if we don’t get the basic marketing right, no tool can help. This same principle applies to digital marketing also. So it is important to get to know the basics of marketing. Today I would try and explain this part in very simple manners which I have gained through years of experience and not from books of marketing.

What is marketing? Marketing in simple word is to take the product or the service to people who would be interested to buy or in need of the said product or service. It is ok to advertise product or service in an attempt to make people aware of it and it is important. It is a small part of your marketing strategy. The focus should always be the conversion, the sale or let us say to achieve the objective. You will be marketing product or service in order to achieve your objective, right?

There are various ways you can market your products or services. It again depends on product to product or service to service. There is no single tool or formula to do that. Sometimes you just need your store on a busy street and that is always enough if there is quality. You may not need a marketing campaign to get new customers but you may need one to retain your existing customer. Sometimes it takes to cover the whole of the nation, for example, IPL which is organized by the BCCI. There are viewers or cricket fans all over India. So technically all these cricket fans are their ‘Target Market’ and in order to reach BCCI has to advertise this mega event all over India.

Objectives of Marketing

Selling products or letting know people about the services we provide is one of the objectives of marketing but that’s not all. Marketing is undertaken for various purposes. We call them objectives. If I am a politician, I am going to need a good marketing plan and I could use it for various purposes. The following could be some of the objectives.

  1. I need to put my work right in front of the people to let them know that I am working for them and by electing me they have done a good job. It is to let them know that their decision to elect me was right.
  2. I will be helping people to make up their mind to elect me in next election. By letting people know what I am doing, indirectly I am telling them that they should be voting me in next election. ‘Shining India’ by earlier BJP government is one of the examples undertaken by the government.
  3. In politics, there are always stories going around. I could use the marketing campaign to clear some of the rumors which could hamper my chances next term.

Let us analyze above objectives of a politician. The first objective is a direct one. I am showing people my work through the marketing campaign. The second objective of marketing is indirect. It is kind of mini-election campaign for next term. What the third objective is trying to achieve here is managing and maintaining my position and the reputation. It is more like reputation management.

Same like the above example every business will have different objectives. New Company in the market will use marketing for brand awareness whereas old established player would use the marketing campaign to retain their customers. So while creating a marketing strategy it is important to know the exact objective. A business owner should have a clear objective in his or her head and should pass them over to marketing team or the agency. The marketing team should be able to get that exact objective in their mind when creating a strategy. If the objective of marketing is not clear at strategy creation stage, whole campaign, resources, money and time would definitely go for a toss.

Marketing Strategy

When it comes to marketing, Marketing Strategy is as important as an objective of a marketing campaign. While creating a strategy following points you have to remember.

  • Objective
  • Target Market
  • Precision of targeting
  • Cost of Marketing plan
  • Conversion

Let us see what the above-mentioned points in brief.

The objective has been explained in above Para let us focus on other points mentioned above.

  • Target Market: It is not the case that all the products are purchased by everyone. There is the section of people who need certain products. Identifying the market for your product is just not an art but whole lot brainstorminging exercise. If you get the perfect score targeting your market, half the battle is won.
  • The precision of Targeting: Once you identify the target market, it becomes even more important how accurately you reach your target market. You should try many options to reach the perfect strategy to reach your exact market in the best way possible. You have to understand that right way to approach right customer at the right time is not an option but the essence of your marketing plan.
  • Cost of the Marketing plan: There are hundreds of marketing tools available today. Apart from traditional marketing tools like hoarding, Television, radio which are not affordable for every seller or service provider, there are opportunities on the web. That is digital marketing. Digital marketing compared to traditional marketing is much cheaper. It becomes even more important part of the strategy that you choose tools for marketing that are cheap & reliable. Cost of marketing drives your profit away. But you have to have a budget for marketing and you should utilize the same, effectively.
  • Conversion: You know your objective. You have zeroed in on your target market, you reach them with your product. While doing so you chose the best and most affordable ways to do that. Now what? Now comes the achieving the objective for which you did all this. Now you have to analyze the campaign results. As I said you can’t always get it right the first time. You run a campaign for some time and you know whether it is working or not. If it is not living up to your expectations, you make changes to certain part of your campaign. It may be the target audience, may be the marketing tool or may be the timing of the campaign. You cannot let run a campaign which is not achieving your objectives. If the objective of your campaign is to sell products in order to make money you cannot stop or abandon the campaign. You can pause it, review it, make changes and run it again till you achieve your sale.

So far what we have discussed above is

  • What is Marketing?
  • Objectives of Marketing?
  • Creating a Marketing strategy and different components of it.

One of the objectives of a marketing campaign is reputation management. Every brand has its unique personality, reputation. We have to keep certain things in mind when we run a campaign. There are things we do or avoid while running a campaign. During the campaign, we have to make sure that campaign doesn’t have any negative effect on the brand name or its image in the market. There is cut throat competition in the market. That might give birth to the negative campaign which could give a bad name to the brand. We have seen big brands like Pepsi and Coca-cola run campaigns in the past which became a laughing stock for masses. Copying campaign ideas are one of the things we should always avoid. Every campaign cannot be unique but it doesn’t have to be copied one. I h attended many sales speeches. It is always insisted upon creating a need for the product in the market. I would say it is ‘very unethical’. You create a product for the need of customers or you can run a campaign to show people how certain products of yours are required to be in their home. Your campaign should be able to tell the customer why they need the product. Never ever your campaign should indicate how bad is the product of your competitor is. Instead, the campaign should clearly send the message out how good your product is. You always say how good you are and not how bad your competitor is.

I hope this will help you understand that before we dig in deeper to learn more and more about digital marketing, basic marketing knowledge is important and on that your career as a digital marketer will depend…always!

Cio!

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First blog post

What’s up, guys?

This is my first blog and would like to start with my introduction. My name is Swapnil. I am born and brought up in Kolhapur. It is historic district and city in western Maharashtra which is a gateway to Goa and Karnataka. After my 10th or let us say SSC, luckily I got a chance to get myself enrolled in Institute for Diploma in Hotel Management. After completion, I moved to Mumbai and then to Goa for a job. Fell in love with beauty and culture of Goa and subsequently with a beautiful girl. Married her, blessed with a little angel. Named her Shennon. So you see now why my digital marketing agency’s name is Shennon Visibility Online. After the birth of Shennon, I decided to quit hotel industry so that I could spend quality time with her. Quitting job was not easy financially. So I joined an insurance company for a part-time and another company as a Marketing Executive, in some years got promoted to post of Marketing Manager. Looks like luck always wanted me to be Entrepreneur. The company got shut down due to some alleged irregularities and illegalities. While working as a Marketing manager, I had my stint with digital marketing. In the meantime, the experience of 7-8 years as a Marketing Manager gave me enough confidence to start a life afresh. I had made my mind that I wanted to start digital marketing agency. Job again was never on my mind. One thing I knew instantly that Goa is a very competitive market and I wasn’t quite ready for it. Kolhapur, on one hand, is a small city with lots of opportunities and I already had big enough circle of friends and relatives who could help me start my life again and after all, it is my birthplace, knew city, people and their habits well.

As of today as I mentioned earlier, I run a digital marketing agency, Shennon Visibility Online. I did some courses here that are Google and there means many other. Mr. Deepak Kanakaraju is a mentor. By the grace of God Almighty, I am already having a good number of clients. Being in the marketing field for years has helped me as a digital marketer. As a marketer, digital or otherwise, Basically, you have to get yourself in shoes of your clients and think as a client. Things become easy when it comes to creating a strategy or a campaign for your clients. In my next blog, I would write about challenges a fresher in this field can face. Do comment and share. Thank you. Ciao.

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