Hervé Rigault, Director General for France of Netino by Webhelp

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The notion of a key opinion leader is coming back into fashion. Previously, this role was held by journalists, speakers, analysts, etc. Yet, on the one hand, journalists no longer have the time to do research and, on the other, many experts lack neutrality. This is because influencers have learned to establish themselves with solid audiences, mainly thanks to blogs and curation, but also thanks to social media. This phenomenon is seen in both B2C and B2B. LinkedIn’s recent and considerable development, for example, is a result of its transformation: this social network has become a very influential social media platform. So it is no longer enough to be an expert to become an influencer; you have to have a vision, a certain talent for expression, a taste for sharing, a dynamic network, etc. Brands can profit from it, through attentive listening.

 

Jérémy Rodney, Head of Digital Content & Social Media Bouygues Telecom

At Bouygues Telecom, influencer marketing started in 2013, with 4G. We had to spread the word about its high data speeds, relying on the power of recommendations from a few influencers. First we targeted gamers, big bandwidth consumers and their subscribers. Today, the use of influencers is ingrained in our media campaigns. We don’t use nano-influencers, they are too complex to manage with our services and products. When we have a reach objective, we look for macro-influencers. And to find more engagement, and oproduce original content, we work more and more with middle or micro-influencers. Adults, parents, seniors, etc. All age ranges are represented; the palette of influencers has become very large and diverse.

 

Jeroen Dijkema, CEC Cluster Lead Europe Unilever (Rotterdam)

Unilever has a vast galaxy of agribusiness brands of international renown. Some of these brands have strong local ties. On an international or local level, we reach out to influencers with three goals in mind: to develop brand reputation, deliver messages on specific brands and test certain new products. The authenticity of these influencers is a criteria for selection, since our products are built on data that reflects the needs of the consumer, but they are also a societal goal. Mainly on Instagram and Facebook, we reach out to macro or micro-influencers.

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