How influencers are shaping popular culture with Vik Khagram of BCW

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 



Check out the Influencer Marketing Lab for full show notes,
related useful links and a transcript.

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Briefing ( https://www.creatorbriefing.com/ ) - the weekly
newsletter from Scott Guthrie which provides a breakdown of all
the major news from the creator marketing industry alongside his
insight and analysis.