Influencers: calculation of risks and measurement of results

Influencers: calculation of risks and measurement of results

By Lívia Caixeta

It is increasing and noticeable to anyone that even remotely uses social networks the amount and the several types of influencers that come up almost on a daily basis. Relating to this niche became an almost mandatory path for brand disclosure campaigns, especially if we are talking about brands from the retail segment. It is like if influencers evaluated the product and/or the positioning in hand. But, how to calculate the risks of these campaigns and furthermore, how to measure results?

Relevant aspects

– Persona: search for people that fit in the positioning of your business and, in the case of retail, of your product as well. A badly planned partnership may cause an image crisis straightaway.

– Followers x Engagement: having several followers doesn’t (always) mean much! There are several “automated” manners of conquering numbers online. But what truly matters for us is generating quality information, the ones that conquer the influencer’s followers. After all, it is partnership we are talking about!

–Stories relevance: Evaluate the behavior and how interesting are the Instagram Stories, because this is a resource that generates the greatest engagement indexes and lead generation.

– Media Kit: most influencers already have one! It is a mini-portfolio that, in general terms explains who they are, how they position themselves and how they work (partnership or fees!)

Results

The result of a campaign with influencers depends, basically, on the result you wish for. That is why having clear and defined goals is crucial in this journey! The consolidation of what has been conquered during the campaign must be handled in two aspects:

Behavioral: how much of the influencer’s engagement was absorbed to you? An analysis can be done considering the metrics that the social networks themselves generate, or still, for the inbound cases, how many registrations were consolidated in your website and how much has the flow in you page grown.

Absolute: How much was invested? What is the return in sales? What is the impact (reach)? It is simple calculation, where one must divide the invested amount by the return in sales or even by the reach or registrations.

Even though this is a vast world, a good deal of planning is capable of producing campaigns of surprising results!

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Influence marketing for B2B enterprises

By Daniela Dalio

One of the myths of influence marketing is that only B2C companies can be benefited, as by the nature of the business, the actions are tied to sales to the final consumer. Of course influence marketing campaigns for final consumers tend to have much more prominence, as they end up involving celebrities or mega-influencers and impacting millions of people.

But B2B companies may and should also include influence marketing strategies in their PR campaigns, aiming positioning and recognition of the brand and also attracting and retaining clients. Digital campaigns help gain more presence and conquer a position in the market.

On B2B, many times the actions are oriented to specific niches, that won’t have great exposure. In this case, there probably won’t be influencers of much reach, but what will be is a much more directed target. Currently, there are many digital influencers in all areas that approach different topics and that can fit in any sort of business and reach exactly the target audience.  

The secret, as in any PR strategy, is in picking the right influencer and the right publication for the company’s goal, having in mind the message to be transmitted, the identity of the company and the audiences to be reached.

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Macro, micro and nano-influencers: paths for influence marketing

By Amanda Lima

Now, in my twenties, it is curious to think that not long ago there was no Facebook or Instagram, our main social media in Brazil was Orkut – and its 12 photos per profile limit – and that we used to exchange texts via SMS, and not Whatsapp. Maybe this text reaches someone in 2022 and I am judged by my old-fashioned comparisons. The difference is that, for us, communicators, all these trends impact directly in our work model. With influencers – a futurist concept for the Orkut Amanda – it could not be any different.

When a brand thinks their campaigns with influencers, the most natural path is through macro-influencers: accounts with millions of followers and an enormous reach in social media. However, this not always represents the most adequate path. Besides the high costs for exposure of brands in these big profiles, the great demand for these accounts ends up making the relation with the product less customized – more quantitative than qualitative. Besides, do you think consumers really trust these profiles that produce clearly sponsored content?

Within this scenario, I remember well observing many discussions during the rise of the “micro-influencers” category, a strong trend during communication congresses in 2017. These smaller profiles, of 30 or 40 thousand followers – small when compared to millions of macro accounts -, were the niche resource the brands could use to obtain quality results on a very low budget: the long tail of influencers.

This is not a new concept, but it is suitable to justify the rise of nano-influencers. In outline, the long tail is a theory that states that culture and economy are migrating from the top of the curve (where the successful products in the market would be, or the macro-influencers) to a much wider niche market (segmented products for segmented publics, or smaller influencers in number of followers).

Nano-influencers

What we observe now is the evolution of this new “nano” concept, whose members have a smaller coverage area than the other two categories, but with an important difference for our work: between 4 or 5 thousand followers are more humanized partnership possibilities – and economical (it is possible to hire many nano-influencers for the price of one macro) – and the chance of influencing a select and qualified group of possible consumers, since these profiles interact with close people, as in the “heard through the grapevine” marketing.

If we stop to consider, this new strategy seems to serve smaller establishments very well, those who want to impact a specific region. My surprise when I read articles on the topic, was finding a publication in The New York Times about brands of a stronger market presence that came to see in these users with fewer followers a good possibility.  

The tendency is that this is a natural process in the recent and devastating world of influencers market. The brands see potential in social media, as well as in the current macro-influencers. These content producers learnt how to appreciate this work and, of course, how to charge more for it. This sector, naturally, got saturated, and motivated the rise of other categories.

On the other side, in the last few years several tools arose capable of measuring and monitoring the results of campaigns with influencers, what facilitated companies to work with more influencers at the same time, in a more practical and profitable way – that is a touchdown for micro and nano-influencers.

This is, without a doubt, a topic that changes quite quickly. In a short time, it is very likely that all these analyses are completely out-timed. Then, we will meet again in a month or year to talk about the new impacts for our sector.

 

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The Evidence Ballet case: strategy and creativity in campaigns with digital influencers

By Thamyris Barbosa

Influencer marketing was one of the greatest key players in the business communication scenario in 2018. If you have ignored the power of this tool in these last few months, know that you won’t be able to run away from it in 2019: your company’s communication will probably surrender to the approach of bloggers, youtubers and instagrammers.

But it’s not because influencers are trendy that working with them will necessarily be an easy task. The relationship with them demands strategy and creativity. Before proposing any campaign, it’s essential to know exactly what the company’s goal is, which message they want to pass forward and who the target audience is. That is what the dancing clothes and accessories company, Evidence Ballet, experienced during Christmas 2018.

Their idea was increasing their number of followers on Instagram, where the company discloses products for e-commerce sales. From that point, a process of identifying influencers that would speak directly to ballet dancers was initiated. Six profiles of bloggers were selected: Nas Pontas, Tutu4Love, Ma Ballet, Mundo Bailarinístico, Eu Bailarina and Coque & Sapatilha. Together, they sum up over 200 thousand followers.

The intention of the company was, besides causing an impact on this audience, bringing 0.5% of these followers to their official page. At the time, the company had 24.300 followers. Engaging the public through a creative campaign would be necessary. For this reason, the Evidence Christmas Challenge was created.

Each blogger received one of the brand’s costumes and was invited to record a video dancing their favorite Christmas song and challenge the next influencer to do the same. After the release of their video, kits of tights and pointe shoes (by Evidence Ballet) would be given away to followers in the influencers’ profiles. The six videos and related posts summed up over 40 thousand views/likes, three thousand comments and brought 1.200 new followers to the store’s page. The figures were even bigger than expected, with no financial contribution – donations and gifts only.

The idea is an inspiration for those who are willing to “think outside the box”. The simple sending of products is the necessary basic action to initiate a relationship with these opinion and consumption leaders, but differentiated campaigns are those which will bring the best results in the field. Influencers are a disclosure tool not yet deeply explored when it comes to strategy, but have rapidly evolved. Are you going to start 2019 with this challenge? So get ready to leave the conventional and reach better results.

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Virtual influencers: an alternative for brands to communicate with their audiences

By João Pedro Andrade

When it comes down to fashion, Miquela Sousa is a trendsetter. Successful and politically engaged, the 19-year-old Californian girl, daughter of a Brazilian and a Spaniard, conquered the social networks of big brands, like Vogue and Prada. But Miquela… well, Miquela isn’t real. With over 1.5 million followers on Instagram, she is part of an exclusive group of digital influencers – a.k.a virtual influencers.

It may seem like another Netflix’s Black Mirror episode, where reality and virtual world mix up together, but it is not quite like that. Virtual influencers are developed from a 3D software to reproduce human form. Miquela Sousa, or Lil Miquela – as she prefers, and the South-African top model Shudu Gram, are examples of this new phenomenon that is already gaining notoriety among the most hyped fashion brands in the world.

Instagram reproduction | Miquela Sousa. Available in: https://www.instagram.com/p/Bs9ael9H_M-/

 

Shudu has over 157 thousand followers on Instagram and is product of Cameron-James Wilson’s mind. The British photographer shared her for the first time on Instagram in April 2017 and it did not take long for the cosmetics brand, Fenty Beauty, by Rihanna, repost (and delete afterwards) a picture of Shudu wearing one of their lipsticks. In no time, Shudu had accumulated hundreds of thousands of followers, what called the attention of other big brands.

Despite being rather peculiar that such a large number of people can be influenced by a fictitious character, the models play fair in their networks and do not pretend being made of flesh and bones – “19/LA/Robot”, says Miquela in her profile, for example.

Besides, political and personal opinions help robots and humans to bond. Miquela uses her space on social media to express her support to Black Lives Matter – popular movement that fights to end police violence against the North-American black communities, and frequently posts support to the LGBTQ+ community.

For the brands, this action is a doubled-edged sword. They find advantages, as the lack of prerequisites of real humans, whereas, financially, the hiring prices of real influencers and virtual ones are not far apart.

On the other side, the models reinforce toxic surreal esthetical standards – already so applied by the fashion market – and end up in the middle of not-so-virtual controversies. Shudu Gram’s success, for example, opened up a discussion on the space occupied by the black model created by a white designer, when so many real male and female black models cannot achieve the same visibility.

It is still soon to state if the virtual influencers trend is a passing phase or a new moment in the relationship between brands and consumers. However, Miquela and Shudu’s success shows that, even if momentarily, the place of these characters is guaranteed in the table of digital influencers.

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Digital influencers: from planning to action

By Bárbara Christan

In a time when people are more and more connected, marketing strategies must adapt to trends and technological innovations that arise at every second.

Instagram, one of the social networks on the rise in Brazil and the world, has already risen to the occasion, and provides more and more resources for online sales, as the swipe up link in Stories and, most recently, the shopping feature in the feed. This last one allows tagging products in the pictures and creating a link for e-commerce. Thus, the costumer may complete the purchase without leaving the app.

Along with these functions, another way to increase sales and recognition are actions with digital influencers – mostly on Instagram and YouTube. With them, the disclosure of products and services may be cheaper and reach better results, besides contributing to create a positive image and generating trust for the company.

But how to know whether your business needs partnerships with influencers and proceed with actions?

The first step is taking into account your segment: understand your product/service and analyze whether it fits into the digital disclosure spectrum. Are your rivals on social media through influencers? In case they are, analyze if they obtain good results and what they have done to stand out in this scenario.

Also try to analyze your persona. This is a very important step! Consider the consume custom, age range, what it likes to consume online the most, if it is on YouTube with videos, or on Instagram, making a choice for images and/or short clips. Investigate their need for consumption as well and which people influence in their purchase decision the most. With this information at hand, it is easier to decide whether campaigns with influencers will bring good results.

Find out which influencers have more connection to your business and explore the related areas: fashion, beauty, lifestyle, gastronomy, culture, entrepreneurship. Select a few names and analyze the amount of followers they have, which products they disclose, the reach and engagement indexes, and also your reputation – the rise or fall of the influencer may leverage or impair your performance!

If you choose the disclosure with influencers strategy, organize yourself! The company must be financially ready for the action and also to deal with the consequences of the digital actions, as, for instance, rise in sales flow and interaction in social media. Be ready to receive more access to your website (that means the planning worked), stock the product you are disclosing (you don’t want to run out of it!) and offer good costumer service.

Considering these points, you can guarantee success in any action!

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Internal Communication System

By Luiz Gaulia

How to get started with a strategic and significant internal communication job in your company? I developed a model, result of my classes at the Getúlio Vargas Foundation in Rio de Janeiro and Brasilia and also classes at the ESPM, Advertisement and Marketing Superior Education School, in São Paulo – talking and exchanging experiences with my students, usually communication, marketing, HR and sustainability managers.

The idea is quite simple. It assumes a model that seeks to photograph the scenario through an attentive listening of the organization’s employees, performing, therefore, an analysis and weaving a general diagnostic of the internal communication dynamics. From this diagnostic, we work on planning, channels, content, understanding the demands of each audience.

The idea is having a live model that dynamically feeds itself, thinks solutions besides the creation of outlets. It thinks of meanings and relevance of content. And everything is aligned with the organization’s way of being, its culture, attributes and mission.

Simple? Yes. But it must be performed with a lot of dedication, bringing people first and humanizing the … human relations! After all, the internal communications professional’s mission is searching the humanization of relationships. We are not robots, it´s worth having in mind in digital times, when a single click may trigger thunderous messages within a company, affecting its atmosphere, engagement and results! Agree?

If you’d like to learn more, what about a coffee or a chat with the Race Communications team? Send us an e-mail to contato@agenciarace.com.br or call +55 (11) 2894-5607 / (11) 2548-0720.

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New paths for PR and the communications professional

Por Rogério Artoni

The business communication professional, PR, or simply one that has a relationship with the press, has always the challenge of working with a non-tangible product. How to sell the need of investment in earned media (the spontaneous media), ground – still – considered uncertain in communications and that has some hard to measure performance metrics to your client? And, therefore, how to determine the importance of this sort of professional? The differential of the communications professional of the future is in knowing how to work and measure the unmeasurable, in constructing important data for the brand and selling projects based on references and planning. But how?

The current scenario

A research by Forrester Opportunity Snapshot disclosed in October 2018 by Cision, one of the big ones in the PR business, reveals that brands are more and more interested in tactics that raise the simultaneous involvement of clients in order to boost the future growth of the business.  However, on the other side, the research also shows that 13% of companies have the capacity of orchestrating buyer´s journey in large scale. This is because 63% of brands have difficulties in using the available data on their costumers.  

What we know about companies at the moment is that, despite the fact that 95% of their investments are paid media (against 4.5% of investment in their own publications and 0.5% in organic media), they have access to a lot of information of their clients, generated by data reports from private platforms, but they are still walking in the dark when we talk about how to use these information. Besides, spontaneous publications, the so-called earned media, is left behind in some cases due to a lack of understanding of how to measure precisely what happens and what sort of audience the more extensive organic content is bringing to the brand.

It is within this scenario that a very important niche is created and it must be covered ground for communications professionals: the human factor in analysis and data creation. The PR professional from the future must align a few factors of data analysis in order to become sine qua non to the growth of a brand, in way that contributes to the companies’ CEOs in the construction of the business strategy.

As mentioned in the Cision report, this professional must focus in having an organic media management, that is, in the strategic combination of technology, data and processes. According to the Forrester Opportunity Snapshot research, only 52% of communications teams use data of final costumers to inform how to communicate strategically with influencers and journalists and 70% of teams still depend on older methods, like simple clipping measurement, to debate the brand’s promotion strategies.

The teams must focus not only on the creation of a graphic that maps influencers and journalists, for example, but that also understands the real audience that consumes the content, finding then interest intersections of the communications professional and the brand. Besides, they must work with intelligent engagement, properly mixing the reach of each content and the relevance of that for the brand, and elaborating techniques that are going to take this consumer from the open sporadic media for the continuous and directed one. That way, the focus of the strategies is on the quality of the coverage that the spontaneous media management has generated.

The good news is that the Forrester Opportunity Snapshot research informs that 89% of the companies expect to increase expenditures with analysis and orchestration of the buyer´s journey next year, and to emphasize the importance of communications intelligence, generating a better experience for the client.

Bear in mind that the gathering and analysis of data, in this case, may involve highly elaborated or customized strategies, going many times beyond events or press kits. However, focusing on what is simple may also be a great way out. Despite being owned media, an interesting example is the case of a vegan pizzeria from São Paulo that makes in their Instagram Stories a “Battle of Flavors” through the questions button, where they place on each side one of their new flavors, and, so, in a direct and quick interaction with the final consumer, they can map the impact and acceptance of their products, generate a smart engagement, and provide an experience alongside costumers. Besides, because the action is performed in a simple and fun way, it generates a sort of “heard through the grapevine” disclosure for the brand.

But, when the data of the action above are generated, only a round graphic with colorful pieces about who the consumer of the brand is will not make the company foster sales. The correct interpretation and management of this graphic, that generates the pizza of the correct flavor, for the correct costumer, on the correct day, does, though.

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Art: communication as a strategic tool to hit the audience

By Amanda Lima

That the cultural market is an extremely competitive universe, we already know. This results, of course, in a sequence of challenges to be faced by cultural producers of several artistic segments. Launching oneself in the market involves fighting for sponsorship, understanding and adapting to processes of the culture statute and, mostly, standing out in the crowd. In order to make a good cultural product reach its audience, there is nothing more essential than making good usage – understand “strategic” – of communication.

What is essential in such cases is, as obvious as it may seem, making sure you have a worthwhile product in hands, identifying which audience it communicates to and making the message reach them. For sure there are many resources to reach this goal, which involve music and executive production for example, but I will limit myself to mention three which I consider the most essential when we talk communication: public relations, social media and, above all, relationship.

Talk to the press

The first step to visibility is exploring the relevance and credibility of journalistic outlets, despite that not being the only strategy. After all, we are going to explore the notorious communication 360°, isn’t it? A big production is not worth much – independent or featuring great names – if it is not informed to the audience. What is challenging here is fighting for space in the culture media, which is, unfortunately, limited. Here is where the importance of constructing a good relationship resides, investing in unique and exclusive experiences. But we will come back to this point later.

Owing the communication

Cultivating a relationship – one more time the same topic – with a base of fans is essential to consolidate na image and digital presence of na artist. That is why it is so important keeping websites, social networks and other means always up to date. Here we remember the business card cliché: someone may search for your band, order a product on your social network first. Therefore one must be careful with the messages that are being transmitted: visual identity, updated dates of presentations, uniform and regular content are only a few key steps.

Have the relationship as a background

The magic happens when special moments and opportunities are provided for the base of fans as much as for the press. The differential in culture field, when we involve the whole work of communications, should not limit itself to musical quality, to the strength of a script, to a cast or to the irreverence of an exposition. All background and promotion project must be developed having the essence of the product as a base.

The secret is searching innovative ideas, that go way beyond sending press releases by e-mail or uploading a picture of a gig. Press kits, customized invitations, sweepstakes, campaigns, actions such as call to action on social media, lives, exclusive material, press conferences, pocket shows, etc. Within this universe of possibilities, it is the key to make that a good artist also have a good communication strategy.

Which other resources you consider important for the communication of artistic products? Leave a comment!

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How to worsen a crisis through social networks

By Thamyris Barbosa

Learn what NOT to do through the case of the hypermarket chain Carrefour

In one day, the post of a sale on the fruit and vegetable sector on social network shows little engagement. In the next day, the same content overcomes 300 thousand comments. The crisis’ bursted!

That is how Carrefour realized that the case involving a dog murdered by a security guard of the chain was going way too far: they would have to speak up. A big commotion gained notoriety after a post on Facebook that motivated the going of an animal protection activist to the place where she recorded footage of the aggression.

Altogether, circa 60 million people were impacted by the case (that is 30% of the Brazilian population). The protest that demanded boycott to the supermarket could not have gained such an immense proportion, tough. And if you are the kind that believes “there’s nothing so bad that it couldn’t be worse”, you will see in this case a field day to attest your thesis. That is why below are some of the actions that transformed the brand into one of the most hated of the country in the end of 2018. Follow this easy steps if you wish to worsen a crisis with the help of social network:

Outsource the blame

According to a note to the press sent out by the hypermarket of Osasco, São Paulo, the Zoonozes Control Center was responsible by the death of the little dog. They say “the dog collapsed due to the usage of a choke chain, a sort of suppression device”. Thus, copy this infallible hint: blame other institutions/people for your mistakes. This will show that your company did not understand the harm it caused and will persist on the conduct.

Underestimate the power of social network

It took only one post on social network to start a mobilization of thousands of people. In a visit to Carrefour’s Instagram, we see that even celebrities demanded explanations. A wave of outrage quickly turned into a tsunami, insofar as the sharing multiplied. The disbelief with respect to the power of social network made the company delay a statement. This delay is a very powerful ingredient to sink any institution in a situation of crisis. Abuse this item.

Use prompt responses

When they finally decided to pronounce, Carrefour chose a prompt response and pasted in every question. This is regardless whether the question was the health condition of the dog or the price of soy oil. All of them were responded likewise. This generated even more outrage, after all it showed the unpreparedness and indifference of the institution towards the happening. Many people got so angry with this action they started to make complaints in every post the company had since 2015.

Even if you have already performed all these hints, know it is not impossible to rescue the reputation of your company.  That will demand a communications strategy and, most importantly, a radical change, tough. A crisis brings opportunities to review processes and transformations. It is up to the company take this chance or not.

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