TAIPEI--(BUSINESS WIRE)--Taiwan’s most influential economic newsgroup Commonwealth invited Dentsu Aegis Network and Viral Access, Asia's leading social marketing company to share insights regarding “digital transformation with decision-making and opinions” at the Le Méridien Taipei.
The dinner kicked off with welcome speech by Diane Ying, Chairman and Founder of Commonwealth Magazine Group. Then, Jennifer Tong, CEO of Dentsu Group, Taiwan, comprehensively analyzed the impact and response from the changes of data and technology with decision-making intelligence, which include technology empowerment, abundant creativity, intelligent insight, artificial intelligence, the value of culture and experience, and future decision makers. Ying-Chun, Wu, Commonwealth Magazine founder and publisher, also shares the challenges of media transformation from print to digital and how to deal with them, ranging from the redistribution of integration network resource, the shift of product orientation to user orientation and the overall improvement of digital ability to diversify the development and operating online platforms.
Folke Engholm, Global CEO of Viral Access, valued the opportunity and flew from Shenzhen Headquarters to Taipei to participate in the conference, sharing his expertise of working with micro influencers, marketing strategies, while noting some of the successful cases of Viral Access. He made an important point of the advantage of micro influencer marketing as the unusually high engagement evoked by these KOLs by understanding their followers’ demographic, personalizing communication and their ability to deliver brand message in the most authentic post to their community so that fans can receive the information without any skeptical feelings.
Folke Engholm clearly explains the development and characteristics of micro-influencers as the oldest and most effective marketing methodology - the power of the Words of Mouth. The difference, however, lies on the medium used, as population move towards social media where average people nowadays are spending most of their time daily. Through micro-influencer marketing, brands can easily obtain a massive and accurate reach, while staying cost-effective in their marketing budget. At the same time, brands also maintain closer interaction through direct communication with their existing and target audiences. Thanks to KOLs’ creativity to craft personalized message while utilizing the two-way and constant communication approach, the online community and micro-influencer becomes an excellent integrated platform and medium.
In the speech, Folke also pointed out the struggles that today’s marketers are facing. Most of the marketers are still not aware of the fact that as we move into the millennial and smartphone era, micro influencer marketing is undeniably an essential tool to keep brands to stay relevant. The big question remains for us now is how to best utilize it. From logistical allocation to selecting and courting the ‘best-fit’ influencers, the whole process required a large amount of times and efforts, particularly the quality control and tracking process. Since micro influencers have significant impact to brands, it is critically vital to review their posts piece by piece to assure the delivery of the precise brand message.
Backed by experience and knowledge in social media marketing, Folke Engholm shared two successful cases of implementation of micro-influencers on social media: Daniel Wellington and Spotify. He explains the precise and different marketing strategies used in each case and noted micro influencers as the crucial keys to these successful campaigns. Combining accurate strategy, creative content and a large number of micro-influencers to spread out the brands’ curated message, Viral Access delivered an all-around success that not only successfully enhance brand awareness but also manage to transform conversion to sales. From these two cases, Folke effectively demonstrates the value of micro-influencers and strongly advocates their importance to be included in today’s marketing portfolio, all while urging business to reckon their power.
About Viral Access
Viral Access was established by Folke Engholm in 2013 in Shenzhen, China, with the primary focus of introducing micro-influencers marketing in Asia. With the expertise in social media marketing and years of experience working with KOLs, Viral Access successfully becomes the leading social marketing company in Asia.
Viral Access develops a unique micro-influencers marketing model and strategy to help brands deliver their brand values. Today, Viral Access has the largest micro influencers database in Asia. With more than five years of experience, Viral Access currently has more than 150 staffs in China, HongKong, Taiwan and Malaysia and has worked with over 500,000 micro influencers. Viral Access provides one-stop service from creative to logistics. The service ranges from initiation of creative idea, strategic consulting, influencer selection and communication, to content quality assurance, and data & market analysis.