Marketing

Why You Should Attend This Course:

This workshop will be useful to all marketers interested in the business-strategies for influencer activation, relationship management, the ins and outs of compliance, accurately measuring ROI.

Presenting personal as well as industry case studies, you’ll be inspired for where you can take things in the future. Led by experienced practitioners, this workshop is designed not just to impart the fundamentals of Influencer Marketing, but to be able to make a business case for influencer marketing and actionable tips on finding the right influencer for your industry.

Learning Outcomes:

• Learn how to make a business case for influencer marketing
• Useful tips on how to assess the type of influencer to work with
• What opportunities to create with influencers
• Map influencer marketing to the customer journey

Course Outline:

• Introduction to Influencers
  • What defines an influencer
  • Who they really are
  • Who they are not
  • What types of platforms do influencers use
  • Who are micro-influencers
  • How to differentiate between good and not-so-good influencers
• Advantages of working with Influencers
  • Benefits of brand awareness
  • Leverage on their network/ fans that you want to reach
  • Generate great creative content that you otherwise lack
• Is the best always the best for you? How to pick the right influencer for your brand
  • How to shortlist the best influencers for your industry
  • How to assess if they are a good fit to your brand
  • Some great case studies and examples of influencer/ brand partnerships
  • How to work with influencers in the most efficient way
  • Practical steps and measures on working with your potential influencer
  • Is more the merrier? Or long term partnership with a few key influencers better

Who Will Benefit?

Entrepreneurs and business owners

SMEs who want to implement influencer marketing into their marketing strategies

Marketing Professionals who face challenges in:

• Kicking off an effective influencer marketing campaign
• Want to understand how to work with influencers
• Grow brand awareness and traffic
• Showing tangible leads and enquiries from their marketing investments
• Utilize influencers to identifying and showcase your product in a way that is interesting and customers are interested in
• Creating evergreen content for website and social media
• Analysing KPIs and the ROI of influencer marketing

Trainer's Profile:

Ivan Wong has over 20 years of experience in Business Consulting, Training, Search Engine Marketing, Conversion Optimisation and Digital Analytics from both client side and within the agency environment.

A certified accountant and programmer by training, he also has over 10 years’ experience as a marketing trainer. He is currently a consulting partner at Queen Consulting Group. He is also one of the few Google-appointed Regional Trainers that trains the official Google Ads, Analytics and Mobile Advertising courses. In addition, he is an external trainer and consultant for Google Mobile Labs, TheKnowledgeEngineers, General Assembly, Econsultancy and ClickAcademy Asia, all of which are premier marketing training & development academies for Asia’s professional talents.

He was formerly the SEO/Analytics Director with GroupM Asia-Pacific. Prior to that he was Director of e- Commerce at Far East Hospitality, Singapore’s largest operator of hotels and serviced residences. He has also held management positions at DGM Asia, Hewlett-Packard Asia and Magnus Management Consultants.

Well-versed in both the technical and business aspects of digital marketing, his passion at QCG is helping organisations of all types to use digital marketing effectively, working with all sizes of business from SMEs through to clients as large as TripAdvisor, CNNGo, Decathlon International, Singapore Tourism Board, and

Digital Measurement Framework   Introduction to the Google Merchandise Store Demo Account   Platform Components & Data Model   Core Analysis Techniques   Goals & E-Commerce Tracking   Multi-Channel Funnels (MCF) & Conversion Attribution   Tracking & Optimizing Marketing Campaigns   CRO and E-commerce Campaign Optimization   Importing, Cleaning & Filtering Data   Custom Reporting & Dashboarding