{"id":4619,"date":"2020-09-30T13:04:16","date_gmt":"2020-09-30T13:04:16","guid":{"rendered":"https:\/\/blog.mocapp.net\/?p=4619"},"modified":"2022-08-10T10:50:58","modified_gmt":"2022-08-10T08:50:58","slug":"pasii-campanie-influenceri","status":"publish","type":"post","link":"https:\/\/mocapp.net\/blog\/pasii-campanie-influenceri\/?lang=ro","title":{"rendered":"Pa\u0219ii unei campanii cu influenceri"},"content":{"rendered":"\n

Deseori clien\u021bii ne \u00eentreab\u0103: \u201eCum se lucreaz\u0103 cu influencerii, care sunt pa\u0219ii unei campanii cu influenceri?<\/strong>\u201d. <\/p>\n\n\n\n

Dac\u0103 ai ajuns aici \u00eenseamn\u0103 c\u0103 \u021bi-ai pus aceast\u0103 \u00eentrebare la care vom da \u0219i un r\u0103spuns.<\/p>\n\n\n\n

Fiecare campanie cu influenceri este diferit\u0103 datorit\u0103 mai multor factori: a clientului, a campaniei, a cerin\u021belor din brief \u0219i a modului \u00een care influencerul ia parte la acea campanie.<\/p>\n\n\n\n

Totu\u0219i, exist\u0103 mai mul\u021bi pa\u0219i pentru realizarea unei campanii cu influenceri, pa\u0219i care sunt necesari pentru o bun\u0103 desf\u0103\u0219urare.<\/p>\n\n\n\n

\u00cen acest articol vom prezenta pa\u0219ii realiz\u0103rii unei campanii cu influenceri.<\/p>\n\n\n\n

Pentru defini\u021bii despre influenceri \u0219i Influencer Marketing, cite\u0219te acest articol dedicat.<\/a><\/p>\n\n\n\n

Ce este o campanie cu influenceri?<\/h2>\n\n\n\n

O campanie cu influenceri este reprezentat\u0103 de colaborarea dintre o companie \u0219i unul sau mai mul\u021bi influenceri, colaborare realizat\u0103 pentru a promova un produs sau un serviciu ce apar\u021bine de respectiva companie.<\/p>\n\n\n\n

Care sunt pa\u0219ii unei campanii cu influenceri – Cei 5 pa\u0219i:<\/h2>\n\n\n\n
  1. Crearea listei cu influenceri<\/strong><\/li>
  2. Crearea brief-ului pentru campanie<\/strong><\/li>
  3. Repartizarea livrabilelor fiec\u0103rui influencer<\/strong><\/li>
  4. Trimiterea brief-ului<\/strong><\/li>
  5. Startul campaniei<\/strong><\/li><\/ol>\n\n\n\n

    Iat\u0103 a\u0219adar care sunt pa\u0219ii unei campanii cu influenceri:<\/p>\n\n\n\n

    1. Crearea listei cu influenceri<\/strong><\/h2>\n\n\n\n

    \u00cen acest pas are loc research-ul pentru g\u0103sirea \u0219i selectarea influencerilor potrivi\u021bi pentru campania ce urmeaz\u0103 s\u0103 aib\u0103 loc.<\/p>\n\n\n\n

    Primul pas este de multe ori \u0219i cel care dureaz\u0103 \u0219i cel mai mult, pentru c\u0103 research-ul poate dura mai mult dec\u00e2t campania efectiv\u0103.<\/p>\n\n\n\n

    Crearea listei cu influenceri trebuie s\u0103 porneasc\u0103 de la ce ac\u021biune vrei s\u0103 fac\u0103 audien\u021ba, mai exact comunitatea fiec\u0103rui influencer ales:
    – vrei s\u0103 ob\u021bii brand awareness?
    – vrei s\u0103 \u00eembun\u0103t\u0103\u021be\u0219ti imaginea brandului t\u0103u?
    – vrei s\u0103 informezi?
    – vrei s\u0103 promovezi un brand sau un produs?<\/p>\n\n\n\n

    Influencerii care urmeaz\u0103 s\u0103 fie ale\u0219i pentru participarea la campanie trebuie s\u0103 aib\u0103 valori comune cu brandul, deoarece vor comunica \u00een stilul lor. Astfel, lista trebuie s\u0103 fie creat\u0103 \u021bin\u00e2nd cont de scopul \u0219i obiectivele brandului \u00een acea campanie.<\/p>\n\n\n\n

    Recomandarea echipei MOCAPP: nu te uita numai la cifre! De multe ori, pot fi mai potrivi\u021bi micro-influencerii dec\u00e2t macro-influencerii pentru o anumit\u0103 campanie. Uit\u0103-te \u0219i la ni\u0219a \u00een care activeaz\u0103 influencerul, la notorietatea lui, la regularitatea cu care posteaz\u0103 con\u021binut \u0219i la engagement.<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    \"Lista<\/a>
    List\u0103 influenceri \u00een platforma MOCAPP<\/figcaption><\/figure>\n\n\n\n

    2. Crearea brief-ului pentru campanie<\/h2>\n\n\n\n

    Dup\u0103 ce \u021bi-ai definitivat lista cu influencerii pe care \u00eei vrei \u00een campanie, po\u021bi trece la urm\u0103torul pas: crearea brief-ului. Este un pas important, deoarece f\u0103r\u0103 el influencerii nu ar \u0219tii ce atribu\u021bii au pentru campanie \u0219i nu ar face ceea ce clientul se a\u0219teapt\u0103 ca el s\u0103 fac\u0103.<\/p>\n\n\n\n

    Brief-ul este cel care clarific\u0103 toate aspectele referitoare la desf\u0103\u0219urarea unei campanii.<\/p>\n\n\n\n

    Un brief trebuie s\u0103 cuprind\u0103 informa\u021bii despre clientul care deruleaz\u0103 campania, nevoile acestuia de promovare. De asemenea \u0219i despre obiectivele, scopul, calendarul campaniei, precum \u0219i detalii creative despre cum \u00ee\u0219i dore\u0219te s\u0103 desf\u0103\u0219oare acea campanie \u0219i pe ce platforme.<\/p>\n\n\n\n

    Indiferent de num\u0103rul de influenceri care particip\u0103 la campanie, brief-ul nu suport\u0103 modific\u0103ri majore, \u00eens\u0103 fiecare exemplar pentru influenceri trebuie s\u0103 fie explicit \u0219i u\u0219or de \u00een\u021beles, pentru a fi parcurs \u00eentr-un mod c\u00e2t se poate de simplu.<\/p>\n\n\n\n

    Afl\u0103 mai multe despre crearea unui brief \u00een articolul de AICI pe care l-am f\u0103cut special pentru acest subiect. <\/a><\/p>\n\n\n\n

    \"Creare
    Modulul “Create Brief” \u00een platforma MOCAPP<\/figcaption><\/figure>\n\n\n\n

    3. Atribuirea livrabilelor pentru fiecare influencer<\/h2>\n\n\n\n

    Pasul acesta este cel \u00een care se atribuie livrabilele pentru fiecare influencer implicat \u00een campanie: Assign Deliverable.<\/p>\n\n\n\n

    Trebuie \u021binut cont de obiectivele \u0219i scopul campaniei, dar \u0219i de platformele pe care influencerii sunt activi \u0219i pe care au o comunitate activ\u0103 \u0219i implicat\u0103.<\/p>\n\n\n\n

    Chiar dac\u0103 o campanie de Influencer Marketing are obiectivele ei \u0219i scopul bine stabilit, se poate desf\u0103\u0219ura pe mai multe platforme.<\/p>\n\n\n\n

    \"Add
    Modulul “Add Deliverable” \u00een platforma MOCAPP<\/figcaption><\/figure>\n\n\n\n

    4. Trimiterea brief-ului<\/h2>\n\n\n\n

    \u00cen cadrul MOCAPP acest pas se face direct \u00een platform\u0103, asta dup\u0103 ce toate informa\u021biile au fost trecute \u00een c\u00e2mpurile aferente.<\/p>\n\n\n\n

    \u00cenainte s\u0103 trimi\u021bi brief-ul, asigur\u0103-te c\u0103 ai acoperit toate punctele importante. Vezi punctul 2, \u201eCrearea brief-ului pentru campanie\u201d.<\/p>\n\n\n\n

    Iat\u0103 cum arat\u0103 \u00een platforma MOCAPP sec\u021biunea unde clien\u021bii trimit Brief-urile \u0219i urm\u0103resc starea fiec\u0103rui influencer implicat \u00eentr-o campanie: <\/p>\n\n\n\n

    \"Send
    Modulul “Send Brief” din platforma MOCAPP<\/figcaption><\/figure>\n\n\n\n

    5. \u00cenceperea campaniei<\/h2>\n\n\n\n

    Ultimul pas f\u0103cut pentru \u00eenceperea unei campanii cu Influenceri.<\/p>\n\n\n\n

    Pentru a evalua mai apoi campania desf\u0103\u0219urat\u0103, nu uita s\u0103 comunici cu influencerul sau influencerii care au participat \u0219i s\u0103 le ceri un raport sau date referitoare la c\u00e2te persoane au v\u0103zut post\u0103rile din campanie, c\u00e2te persoane au cump\u0103rat produsul dac\u0103 v\u00e2nzarea de produse era scopul \u0219i nu numai.<\/p>\n\n\n\n

    \u00cen MOCAPP exist\u0103 \u0219i partea de raportare a campaniei, ca totul s\u0103 mearg\u0103 mult mai rapid \u0219i s\u0103 po\u021bi trece mai u\u0219or la urm\u0103toarea campanie. Dar despre variabilele pe care trebuie s\u0103 le analizezi \u00een raportul final vom discuta \u00eentr-un articol dedicat “Rapoarte \u0219i variabile \u00een campaniile cu influenceri”.<\/p>\n\n\n\n

    Concluzie:<\/h2>\n\n\n\n

    Campaniile de Influencer Marketing pot lua forme foarte diferite, \u00eens\u0103 o campanie serioas\u0103 cu influenceri implic\u0103 ace\u0219ti pa\u0219i vitali pe care clien\u021bii trebuie s\u0103-i aib\u0103 \u00een vedere \u00eenc\u0103 de la \u00eenceput<\/strong>.<\/p>\n\n\n\n

    Iat\u0103 un infografic pe care l-am realizat pentru o \u00een\u021belegere mai bun\u0103 a procesului de crearea a unei campanii cu influenceri:<\/p>\n\n\n\n

    Pa\u0219ii unei campanii cu influenceri – Infografic<\/h2>\n\n\n
    \n
    \"\"<\/figure><\/div>\n\n\n
    \"\"<\/a><\/figure>\n\n\n\n\n\n\n\n

    Resurse utile (\u00een ordine alfabetic\u0103)<\/strong>:<\/p>\n\n\n\n

    Blog.alexa.com – Your Complete Guide to Creating an Influencer Marketing Strategy<\/sub><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    Pasii unei campanii cu influenceri – Campaniile de Influencer Marketing pot lua forme foarte diferite, \u00eens\u0103 o campanie serioas\u0103 cu influenceri implic\u0103 ace\u0219ti pa\u0219i vitali pe care clien\u021bii trebuie s\u0103-i aib\u0103 \u00een vedere \u00eenc\u0103 de la \u00eenceput.<\/p>\n","protected":false},"author":4,"featured_media":4627,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42,52],"tags":[],"class_list":["post-4619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","category-influencer-marketing"],"yoast_head":"\nPa\u0219ii unei campanii cu influenceri » MOCAPP<\/title>\n<meta name=\"description\" content=\"Fiecare campanie cu influenceri este diferit\u0103. 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