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Delphine Reynaud from influencer management platform Traackr on next generation marketing

Tim Gibbon (Social Media Portal (SMP)) - 28 July 2016

Avoiding confusion with Delphine Reynaud, EMEA marketing director from Traackr

Social Media Portal (SMP): What is your name and what do you do there for Traackr?

Delphine Reynaud (DR): My name is Delphine Reynaud and I am the EMEA Marketing Director for Traackr. As my title suggests, I lead our marketing efforts in EMEA and in particular I focus on influencer marketing, content marketing, event marketing and PR.

Photograph of Delphine Reynaud,  EMEA Marketing Director for Traackr

SMP: Briefly, tell us about Traackr

Traackr is the technology behind many leading influencer programmes. Our influencer management platform is designed to structure and scale company-wide influencer programmes. Our technology enables brands to optimise their influencer programmes by identifying individuals with the highest signal for a brand or product, uncovering authentic social insights to build meaningful relationships, facilitating the activation of those influencers, and measuring their impact on the brand.

SMP: Briefly, what are the products and services Traackr offers  how do they help monitor, track and measure social influence?

DR: Allow me to recommend that you visit our product page for more details, however, in summary, Traackr’s capabilities help brands:  
  • Focus on the right influencers
  • Monitor influencers for opportunities
  • Manage ongoing relationships
  • Measure ROI

We have developed a set of professional services that help clients implement their programmes. We have also launched the first ever Academy of Influencer Marketing, which offers a range of multimedia e-learning courses and aims to educate marketing professionals about the fundamental pillars of influencer relationship management and how best to exploit the Traackr toolset for competitive advantage.

Traackr Academy of Influencer Marketing

SMP: Typically, who are your target audience and why?

DR: CMOs and decision makers in digital marketing, corporate communications, social media and content marketing.

SMP: How can Traackr help marketers measure the impact and success of influencer marketing?

DR: Traackr’s analytical suite allows you to measure the share-of-voice for a given brand, content shared by influencers, reach and impressions across social platforms. Marketers can then look at the impact of their influencer marketing activities on their marketing objectives - online traffic, SEO and the impact on lead generation and sales. Traackr also challenges its clients to think about influencer marketing KPIs more strategically.

SMP: You were on a panel at the Digital Marketing World Forum London #DMWFInfluencer marketing masterclass session - what were the main things you’ve taken away from this?

DR: What always surprises me is the amount of confusion around influencer marketing: For example, valuing reach over relevance, to use payment models or non-fee engagement methods, metrics definition and the process measurement of the practice etc. However, I was rather pleased about the amount of agreement between the panellists and the common perspectives shared by brands, agencies, technology vendors and the influencer themselves.

This article from Rachael Power at Marketing Tech gathers rather well all that was discussed.

SMP: How should marketers be asking strategic questions within their organisation and what should they be?

DR: The questions should be:
  • What are my commercial objectives and how can influencer marketing impact them?
  • Who within the organisation is or should be engaging with influencers?
  • What can various teams in my organisation bring to my influencer programme?
  • How am I going to measure success?

SMP: What do you think is going to be the most important influencer marketing trend for the next 12 to 18-months and why?

DR: Brands moving from influencer marketplaces and paid endorsements to what we call real influencer marketing, as these strategies don’t generate much in terms of business outcomes. Influencer marketing is really about targeting the right people and developing long-term and mutually beneficial relationships with them based on authenticity and trust. The main reason for that is the proliferation of ad-blocking but also the transparency now required by the FTC in the US, which is soon to affect the UK. We can expect sponsored influencers’ publications to end up with the same outcome as celebrity endorsements, which do not generate trust and do not truly influence purchase decision.

We are witnessing this move on a daily basis with our clients and our CEO explained it very well in this piece in Social Media Monthly.

SMP: What are your top five predictions for influencer marketing over the next 12 to 18-months and why?

DR: We expect:
  • Investments in influencer marketing to continue to rise, as traditional marketing and digital advertising are being increasingly challenged.
  • The influencer marketing conversation continues to move up the marketing hierarchy ladder, as the practice is maturing and yielding results.
  • Clear strategy and measurement of influencer marketing practice to become a priority for marketers.
  • Companies to invest in robust and proven technology to be able to both strategise and scale their influencer marketing practice
  • Marketers to think about influencer marketing in a more cross-functional way, as influencers can impact different functions of any business.  

I wrote a little piece in ITProPortal at the beginning of the year that goes deeper with nine trends, which are still very much relevant.

SMP: What are your top overall five tips for working with influencer marketing?

DR replies with:
  • Have clear objectives and build a real strategy around these – what am I trying to achieve?
  • Identify the right channels for you to activate – where is my audience?
  • Identify the right influencers and stop focusing on reach – who can generate the most impact for my business?
  • Develop mutually beneficial and long term relationships through an on-going programme – how can I create a sustainable impact?
  • Measure everything – which KPIs do I need to put in place to track performance?

I am not too sure who said that first but my overall advice would be: “Think big, start small, scale fast”.

SMP: Is there anything else we should know, or is there anything that you’d like to share?

DR: If you are serious about influencer marketing, I would strongly advise you to invest in technology and specifically in an IRM (Influencer Relationship Management) technology. It will save your team a lot of time, enable on-going engagement, monitor results on a daily basis and empower you to strategise and scale. 

I really like this video of one of our clients giving a better pitch than we could have ourselves. You can also check our Orange and De GRISOGONO case studies that are very good examples of Influencer marketing done right.

SMP: Best way to contact you and Traackr)?


Now some questions for fun

SMP: What did you have for breakfast / lunch?

A black coffee, a freshly squeezed orange juice and a pain au chocolat – French style!

SMP: What’s the last good thing that you did for someone?

DR: I try to do little good deeds every day. Helping or giving a smile to someone brings me happiness.

SMP: If you weren’t working at Traackr what would you be doing?

DR: I absolutely have no idea. To be honest Traackr gathers everything I loved in my previous jobs without all that I didn’t like. Not one day is the same as the previous one and I learn every day!

SMP: What the best influencer marketing you’ve seen in the last six-months and why?

DR: L’Oreal is definitely one that I find the most interesting! They are very smart the way they go about it - strategy, scale, long-term approach and the creativity their team everywhere brings to the practice to engage and generate mutually beneficial relationships through content.

SMP: What was your last carbonated drink and why did you choose it?

Cider because I love the freshness and slightly sweet taste of cider!

SMP: When / where did you go on your last holiday and why?

DR: Beginning of July and I simply went home to Montpellier, in the south of France. There is nothing to dislike about my birthplace: beautiful city, culture, seaside, food and drinks and of course my friends and family.

SMP: What’s the first thing you do when you get into the office of a morning?

DR: Open my computer and make my colleagues laugh because the music is still playing!

SMP: If you had a superpower what would it be and why?

DR: Definitely the power of persuasion! So I’d change the world to make it a better place.

Have you got an interesting story to tell? Get in touch.

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