Gordon Glenister Technology for Marketing
Nayoka [00:00:14] Welcome back. We are right here at Olympia for the technology from marketing event. I am Nayoka where we’re hosting for Disruptive Live and I have with me here:
Jonathan [00:00:24] Jonathan MacDonald, Hi there.
Nayoka [00:00:24] That’s him, that’s him! And we are joined by the very happy and joyful Gordon Glenister, the global head of influence and marketing from the Branded Content Marketing Association. Welcome Gordan, how are you?
Gordan [00:00:36] Good. Very good. A bit warm in here now, I must admit. Yeah, I Don’t know how you cope but.
Jonathan [00:00:41] We’re used to it under the lights, you know? We’re a old type of fashion.
Gordan [00:00:45] I think it’s the spotlight.
Jonathan [00:00:45] We do it for a living.
Nayoka [00:00:48] So, Gordan, tell us more about branded conten-. Branded content marketing, sorry. Who exactly are they?
Gordan [00:00:54] So, the Branding Content Marketing Association is a membership body of some 60 years. And largely we represent branded entertainment. So we’ve got some major brands that BBC, ITV, Red Bull, Power Media. And we really want. We want to have a strong voice to the branded content. It’s very, very sort of vertical if you will. We’re also a global organization. So we have chapters in different countries, so, and particularly in the world of branded content and influencer marketing, which we’re gonna to talk about a minute. It’s global. So it’s really important that brands have a voice in those different markets. So, in fact, even a March early this year, I went over to our German “Chapter”, if you will, to speak about influence and marketing over there. But I think the most exciting thing that we launched in July was the first membership organization for influencers, YouTube bloggers and influenced platforms. And really, I come from a membership background actually. And I really felt strongly that there was no voice for this massively growing sector that was largely unregulated. I’ve never heard the word “Wild West” mentioned so many times as I have in this sector. But equally, a market is growing exponentially to now. I mean, we’re looking at 10 billion dollars in less than five years. It is growing at a phenomenal rate.
Jonathan [00:02:23] Why is it so popular? Is there something that’s happened that’s kind of uptick exponentially. What happened?
[00:02:28] I’ll tell you what I find really interesting as well is if you look at the ad industry in the in the 80s, 90s, it’s largely dominated by men. Whereas now if you look at the real growth, a lot of growth sits with fashion influences, beauty influences. I fact, I was even reading something today on the BBC about young influences and how much money they’re making. You know, it is quite phenomenal just owning presence. But I think the most important thing that this, this. What we’re seeing from this sector is authenticity. People are feeling that they would trust an individual more than they will a traditional advert. I mean, it’s something like 87 percent of consumers trust an advocate. And I think that’s a heavy responsibility for the blogger or the influencer to be, to be true to their following. So when they get an opportunity to work with the brand, then they should. and this is where this marketing can go wrong is when a brand is so de-. Well, I don’t know, inflexible about a campaign that, you know, that it’s not going to fit with that tone of voice with that influencer. We created a council of influencers, actually, which we thought was really important and a steering group. And one of our, one of our members said recently that they rejected a campaign because the ca- the brand just, just were inflexible about the approach. And they said, well, look, we’ve taken years to create this following and it’s really important to, to want to sell them out. But yeah. So it’s really quite exciting what we’ve done so far. And it’s it’s a journey of support, promote and support. In fact, just to finish before we ask the next question, I almost want to create this hashtag which says, you know, let the good guys be heard. I really feel strongly about that, you know, when I look at my, my phone feed, how many times do we see negative press, you know? And yet, there are a lot of good people that perhaps aren’t in, in the spotlight, bloggers and influencers with a few thousand followers doing amazing content, great creativity, great brand engagement that just haven’t, haven’t been heard.
Jonathan [00:04:41] I think if we had the word “guys” and “girls” to it, we can draw those certainly, hashtag “let the good guys and gals be heard”, or hashtag, hashtag “not bashed tag” because that’s the opposite, right?
Gordan [00:04:53] Of course! Of course!
Nayoka [00:04:55] Gordan. Thank you. Gordan, what should brands be doing about influential marketing?
Gordan [00:04:59] So I think, you know, what I think is interesting is that there’s some surveys from one of our members: influence through intelligence that said something like 37 percent of, of brands are using this, more than 60, 70 percent of their business now. But there’s still a massive percentage of organizations that are not using influence in marketing. It’s what I would say they’re, they’re on the pool side. They’re not sure, you know? And a lot of that is because they need guidance and help. You know? When we, you know, there’s lots of stats say that it’s 11 times R.O.I when done well, 11 times R.O.I when down well. And my advice to brands is: work with an influence and marketing consultant or agency in the first instant, if you want to do it yourself thereafter, then, then fine. But you have to remember, there’s lots and lots of really good experts. Many of those are BCMA members that you should have a look at. There are also platforms that you can look at, Bozul, Wayla and Influcity, Influcity B and these have all been vetted by us.
Jonathan [00:06:12] So, you can address the frauds through that vetting, right? because obviously there’s those risks.
Gordan [00:06:16] Yeah. So one of the things that we do. Everybody that joins the BCMA has to sign a code of conduct, which is really, really important. And they get an accredited member logo that they can use on their Instagram or on their media kits when they go and present to brands. I think the other thing is we will vet their Instagram to make sure that they haven’t got any fake followers or any inauthentic activity. And there’s lots of software now that will actually show, show that. I mean, you know, probably a couple of years ago, I think influencer “fraud”, if you will, if you use that word was, was, was in a far worse position. I think it’s got a hell of a lot better now. And actually it’s gonna be found out. If you’re doing it, if you’re buying followers, because now if I was a brand, I want to know the context of your follow base. But, but what’s available for brands to look at now is quite incredible. If you want people of this age interested in these types of things and work with these types of brands. It’s all there. So it’s really focussed and targeted marketing done well more than ever. And you’ve got your, you’ve got human advocates. You’ve got to pay money for a database, wouldn’t you? So why would you not go and pay money for a for an influence or a blogger?
Nayoka [00:07:39] Absolutely. I’m sure that brands could be at a disadvantage if they do not consult a influence marketer. But what are some of the disadvantages?
Gordan [00:07:48] Some of the disadvantages, I think is if they leave, if they leave the campaign late and they try and buy influencers as a, as a media asset. So these are the content creators. So please use them as part of the process right at the start. You know? That’s my advice all the time. You know? But when you sit down for those early strategic meetings with brands, your media agencies and all these other people to get the, get the influencer agency or the influencers involved in that early process. The other thing I think is important; is be super clear in the brief, I can’t tell you how important it is because things only go wrong when people, when it’s, it’s like anything, you send somebody an e-mail and you think something and then some else has read it in a complete wa-, different way. Well, it’s the same thing that can happen. And I think that’s really, really important. And also make sure that the contracts in place, that, you know? If posts have to be done on a certain day, there’s a reason why they have to be done a certain day. Because it’s part of a much bigger marketing campaign. when I- you know? I’m an advocate of influencer marketing, but I’m not saying it’s the only thing that you should do. I think it’s part of an overall package.
Jonathan [00:09:10] And I’m, I’m, I’m known as an influencer in some spaces. I have small following only like 60 plus thousand people online.
Gordan [00:09:18] Well, that’s hardly small.
Nayoka [00:09:22] I was just about to say that!
Jonathan [00:09:22] Interestingly, It used to be almost twice the size. And I used the software to weed out all of the robots and it almost halved my following. But the remaining people are actually people. So the engagement went way up.
Gordan [00:09:36] And that is really important what you just said because brands, brands want conversion, they want engagement. They want to know that you are liking and commenting and sharing stuff. Other things I say to the influencers as well is use polls. Ask questions, you know? How do you know that the next type of product that you want to do couldn’t actually come from one of your followers? They gonna feel super pleased that you asked them.
Jonathan [00:10:00] They’re part of it, they’re part of the process. Now, in closing just before we go. Have you got the website you can share for people who may not necessarily know how to find you guys online? what is the best website to go to?
Gordan [00:10:14] So, it’s theBCMA.info. TheBCMA.info and all the details about membership is, is here on a nice little card, I can’t give that to the viewers.
Jonathan [00:10:26] I can justify it does say theBCMA.info. So yes, you’ve given the correct website name, rule one of marketing. And I’m an influencer, so hey, follow these guys. check them out! Or your money back. No, this is great! I don’t even know you guys existed.
Gordan [00:10:40] Well, you know, and that’s one of the things that I’m trying to do. I mean, one of the things, just before we finish, one of the big benefits that we’ve got is free legal advice and a help line. And I think that is one of the biggest things that we do, and I’ve spoken to people righ- out there now. They’ve said to me, wow, this is amazing because, you know? You’ve got a lot of content creaters, no disrespect, but are really good at what they do, but don’t have the business acumen, we do. We want to actually allow them to do what they do best and they love, but actually make sure that they’re not manipulated, to make sure that they, they work with the right people. And don’t forget, within the BCMA, we’ve got, you know, a huge family of great brands already. Lots of events that we’ve got planned and we’re a great organization to be part of.
Jonathan [00:11:27] I’m gonna be part of you within hours of this, this meeting. Over to you now!
Gordan [00:11:31] Well, thank you so much for your time, Gordon, it’s been a pleasure speaking to you. I wish you all the best for the company and the growth there and everything!
Jonathan [00:11:38] Here’s my card!
Nayoka [00:11:38] Yep! just leave it there. Thank you very much. Thank you. Thank you so much for watching. This has been an amazing discussion, joined by Gordon and having Jonathan right here with me. Don’t go anywhere. You can join the conversation by using the hashtag “TFM19” and hashtag “Disruptive Live”. We will be back shortly.