{"id":8781,"date":"2023-11-13T13:37:00","date_gmt":"2023-11-13T02:37:00","guid":{"rendered":"\/?p=8781"},"modified":"2025-05-10T19:13:46","modified_gmt":"2025-05-10T09:13:46","slug":"u-s-evp-melanie-klausner-speaks-at-provokeglobal-summit-on-the-art-of-authentic-influencer-marketing","status":"publish","type":"post","link":"https:\/\/havasred.com.ua\/en\/u-s-evp-melanie-klausner-speaks-at-provokeglobal-summit-on-the-art-of-authentic-influencer-marketing\/","title":{"rendered":"U.S. EVP Melanie Klausner Speaks at PRovokeGlobal Summit on the Art of Authentic Influencer Marketing"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"8781\" class=\"elementor elementor-8781\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2f478ea9 e-con-full e-flex e-con e-parent\" data-id=\"2f478ea9\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-50fa9213 elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"50fa9213\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1833\" height=\"1375\" src=\"\/wp-content\/uploads\/2024\/11\/download-1.jpg?wsr\" class=\"attachment-full size-full wp-image-8783\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/11\/download-1.jpg 1833w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/11\/download-1-300x225.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/11\/download-1-1024x768.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/11\/download-1-768x576.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/11\/download-1-1536x1152.jpg 1536w\" sizes=\"(max-width: 1833px) 100vw, 1833px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9a0ac01 e-flex e-con-boxed e-con e-parent\" data-id=\"9a0ac01\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-55056aaf elementor-widget elementor-widget-post-info\" data-id=\"55056aaf\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-3fd6f78 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>13 November, 2023<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7591ad6e elementor-widget elementor-widget-global elementor-global-6058 elementor-widget-heading\" data-id=\"7591ad6e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">U.S. EVP Melanie Klausner Speaks at PRovokeGlobal Summit on the Art of Authentic Influencer Marketing<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-593f8527 e-grid e-con-boxed e-con e-parent\" data-id=\"593f8527\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4c7f29b8 elementor-widget elementor-widget-text-editor\" data-id=\"4c7f29b8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Originally published on\u00a0<a href=\"https:\/\/www.provokemedia.com\/latest\/article\/provokeglobal-the-art-of-authentic-influencer-marketing\">ProvokeMedia.com<\/a><\/em><\/p><p class=\"wp-block-heading\"><strong>Authentic Influencer Content Comes with Plenty of Challenges in 2023<\/strong><\/p><p>In today\u2019s digital era, where every individual boasts a digital footprint, brands and agencies are becoming more sophisticated about weaving influencer marketing into their campaigns. At the PRovokeGlobal Summit, industry leaders delved into their experiences, shedding light on the evolving landscape of authentic influencer marketing.<\/p><p>Moderated by Provoke Media\u2019s senior reporter Diana Marszalek and sponsored by public relations agency Havas Red, the panel featured insights from Melanie Klausner (executive VP at Havas Red), Neil Brennan (VP at online media monitoring company Meltwater), Jason Allen (social reputation consultant at CSAA Insurance Group), and Tanya Fraser (SVP and head of US cards advertising at Citi).<\/p><p>Having embraced influencer marketing for nearly a decade, Klausner emphasized the importance of defining campaign purposes and carefully selecting influencers aligned with those goals. She shared a poignant example of a successful non-profit campaign that invited volunteers to share authentic stories, resulting in increased volunteerism and donations.<\/p><p>Brennan highlighted the shift towards appreciating the creativity of online creators and emphasized the value of integrating social content creation at the inception of campaign planning. Fraser echoed this sentiment, emphasizing the need to design content for influencers as complete individuals, tailoring it to their best-performing platforms.<\/p><p>CSAA Insurance Group, a AAA insurer, is a new player in the influencer marketing space. However, they have already achieved considerable success with influencers in their awareness campaigns, Allen shared.<\/p><p>One such campaign called \u201cBoys No More\u201d was particularly noteworthy. It featured pop culture icons like Joey Fatone and Nick Lachey singing about CSAA\u2019s commitment to their customers. The CSAA team recognized the importance of influencers in amplifying cultural momentum through social media and thus collaborated with Christie Allen, a geriatric millennial singer, to create this campaign.<\/p><p>\u201cShe ended up being a key tool for us to help amplify that and make our campaign a part of the chatter,\u201d Allen noted. \u201cAnd made it feel authentic and real.\u201d<\/p><p>However, working with influencers comes with challenges.\u00a0<\/p><p>Brennan stressed the importance of aligning creator values and past content with brand goals. Recruiting existing customers is a great way to achieve success, according to Brennan, instead of seeking out new creators externally.<\/p><p>Fraser added that, especially in regulated industries like Citi, vetting and contracting processes can extend the cost and timeframe significantly.<\/p><p>According to Fraser, it\u2019s a \u201cjoint storytelling process\u201d to maintain a balance between authentic storytelling and quality control. The influencers are required to interact with the products and share their genuine experiences. However, Citi has a responsibility to ensure that the narratives comply with the legal and policy requirements.<\/p><p>And even when using brand ambassadors who are employees, as Allen mentioned, educating them on prioritized platforms and tools is crucial.<\/p><p>\u201c[Employee-generated content] can get messy because people are their whole selves online and that\u2019s not necessarily just their business persona,\u201d Allen said, adding that they typically concentrate on LinkedIn and provide pre-written text for employees.<\/p><p>Klausner advised brands to discover their digital personality for unfiltered storytelling. She shared an example of reshaping an executive\u2019s LinkedIn profile, incorporating his passion for tennis, which significantly enhanced his engagement and human connection.<\/p><p>\u201cThat\u2019s something we try to do with all of our clients, shaping those conversations, so that it is authentic to the brand, to the employees, how you want to show up as an organization and live those purposes and values as a whole person.\u201d<\/p><p>When discussing metrics for tracking campaign success, all speakers emphasized engagement, views, landing page visits, acquisitions, and followership. Fraser noted that engagement metrics should align with campaign objectives and platform nature.\u00a0<\/p><p>Allen shared an innovative metric from the \u201cBoys No More\u201d campaign, where they analyzed positive comments from users with verified blue check marks to gauge content reach:<\/p><p>\u201cBecause the algorithm picks up that people who follow this person will [be more likely to] like this content as well, that can give you an understanding of how far-reaching your content is.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1f0616be e-flex e-con-boxed e-con e-parent\" data-id=\"1f0616be\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-26552142 elementor-widget elementor-widget-global elementor-global-7964 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Influencer Content Comes with Plenty of Challenges in 2023 In today\u2019s digital era, where every individual boasts a digital footprint, brands and agencies are becoming more sophisticated about weaving influencer marketing into their campaigns. At the PRovokeGlobal Summit, industry leaders delved into their experiences, shedding light on the evolving landscape of [&hellip;]<\/p>","protected":false},"author":2,"featured_media":8783,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>U.S. EVP Melanie Klausner Speaks at PRovokeGlobal Summit on the Art of Authentic Influencer Marketing - HAVAS Red | PR, Social Media, Experiential, Content<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/havasred.com.ua\/en\/u-s-evp-melanie-klausner-speaks-at-provokeglobal-summit-on-the-art-of-authentic-influencer-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"U.S. EVP Melanie Klausner Speaks at PRovokeGlobal Summit on the Art of Authentic Influencer Marketing - HAVAS Red | PR, Social Media, Experiential, Content\" \/>\n<meta property=\"og:description\" content=\"Originally published on\u00a0ProvokeMedia.com Authentic Influencer Content Comes with Plenty of Challenges in 2023 In today\u2019s digital era, where every individual boasts a digital footprint, brands and agencies are becoming more sophisticated about weaving influencer marketing into their campaigns. 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