Influencer Marketing - Hype or viable business model?
Everyone is talking about Influencer Marketing – but what does that actually mean?
Is it a useful component of marketing mix and should every brand be doing it?
And how do you find the right influencer and win her for your own brand?
What mechanisms for control and steering are there?
And what are the most common mistakes?
Pit Gottschalk, former editor-in-chief of Sport Bild in Hamburg and now editor-in-chief of Sport at Funke Mediengruppe, is responsible for the second largest sports editorial office in Germany with a circulation of 1.4 million newspapers in North Rhine-Westphalia, Berlin and Hamburg and three online portals.
He is also a digital publisher and blogger with websites www.technik-to-go.de and www.mediapreneure.de and as an influencer on Twitter, Facebook and Instagram.
Lee Jakobs is Head of Marketing and Brand at Marker, Dalbello, Völkl and responsible for all marketing communications and Brand communications for all three leading ski brands globally. Prior to his current role he founded Amici Design Inc. Brand and Creative Design Studio and worked as its Creative Director for over 10 years. He is a graduate of C California Polytechnic State University where he studied Journalism and Public Relations.
Sebastian Canaves is an online marketer and adventurer at heart. As influencer and founder of Europe’s largest adventure travel blog called Off The Path, Sebastian has worked with many brands in the tourism, lifestyle and outdoor industry. With his background in online marketing and experience as blogger, Sebastian knows how to create successful influencer campaigns that benefit all parties involved. Today he is a published author and has a followership of 300.000 readers as well as 200.000 fans on his various social media channels. In recent years he has partnered up with several renowned brands, including Canon, Porsche, Volvic, Tatonka and many more.
Dirk von Gehlen is an author and journalist. At Süddeutsche Zeitung he heads the Social Media/Innovation department, where he developed the longreads magazine Süddeutsche Zeitung Langstrecke. The graduate journalist has accompanied the media change for years on his blog digitale-notizen.de and under @dvg on Twitter. He is one of the crowdfunding pioneers in Germany ("Eine neue Version is verfügbar") and writes at phaenomeme.de for the Süddeutsche Zeitung about Internet meme, virality and the question of how social media change classical media. In 2011 he published the book "Mashup - Lob der Kopie" at Suhrkamp. In 2017 Matthes&Seitz publishes the book "Meta - das Ende des Durchschnitts".