{"id":5910,"date":"2021-09-16T12:59:32","date_gmt":"2021-09-16T10:59:32","guid":{"rendered":"https:\/\/blog.mocapp.net\/?p=5910"},"modified":"2022-08-10T12:31:18","modified_gmt":"2022-08-10T10:31:18","slug":"prima-ta-campanie-cu-influenceri","status":"publish","type":"post","link":"https:\/\/mocapp.net\/blog\/prima-ta-campanie-cu-influenceri\/?lang=ro","title":{"rendered":"6 \u00eentreb\u0103ri vitale \u00eenainte de prima ta campanie cu Influenceri"},"content":{"rendered":"\n

To\u021bi ne dorim rezultate de la o campanie cu Influenceri. <\/strong><\/h2>\n\n\n\n

Likeuri, abon\u0103ri, trafic, v\u00e2nz\u0103ri. De toate!<\/p>\n\n\n\n

Mul\u021bi se a\u0219teapt\u0103 ca o campanie Influencer Marketing s\u0103 le rezolve toate problemele, dac\u0103 se poate chiar \u0219i brandingul \u0219i rela\u021bia cu furnizorii! Iar asta rapid \u0219i f\u0103r\u0103 s\u0103 depun\u0103 mult efort. <\/p>\n\n\n\n

Ca orice alt instrument de marketing, campaniile cu influenceri nu rezolv\u0103 orice… iar ca s\u0103 ajute la cre\u0219terea notoriet\u0103\u021bii unui produs sau serviciu, la cre\u0219terea traficului pe site sau a v\u00e2nz\u0103rilor este nevoie s\u0103 te preg\u0103te\u0219ti. <\/p>\n\n\n\n

Iat\u0103 ce trebuie s\u0103 te \u00eentrebi \u00eenainte s\u0103 derulezi prima campanie cu Influenceri: <\/p>\n\n\n\n

1. Care este publicul meu?<\/h2>\n\n\n\n

Pe cine vrei s\u0103 \u201einfluen\u021bezi\u201d? Produsul sau serviciul t\u0103u este B2B sau B2C? <\/p>\n\n\n\n

Indiferent de r\u0103spuns, Influencer Marketing-ul poate s\u0103 \u00ee\u021bi aduc\u0103 rezultate bune, dar va trebui s\u0103 te \u00eendrep\u021bi spre platforme potrivite: ai de ales \u00eentre Facebook, Instagram, LinkedIn, YouTube, TikTok, mai noi \u0219i Clubhouse. \u00cen plus, exist\u0103 podcast-uri \u0219i bloguri! <\/p>\n\n\n\n

Cu c\u00e2t ai mai multe informa\u021bii despre publicul t\u0103u, po\u021bi restr\u00e2nge cu u\u0219urin\u021b\u0103 alte aspecte ale campaniei. A avea o defini\u021bie clar\u0103 a publicului \u021bint\u0103 te va ajuta s\u0103 cau\u021bi influenceri adecva\u021bi<\/a>. A fi specific cu privire la publicul \u021bint\u0103 este chiar primul pas c\u0103tre o campanie de succes: cred c\u0103 am spus-o \u0219i am scris-o de o mie de ori, dar tot observ nevoia s\u0103 subliniez asta.<\/p>\n\n\n\n

Cite\u0219te \u0219i <\/strong>Care sunt calit\u0103\u021bile pe care le are un influencer adev\u0103rat<\/strong><\/a><\/p>\n\n\n\n

Aici a\u0219 vrea s\u0103 adaug c\u0103, din experien\u021ba mea, abord\u0103rile tradi\u021bionale de marketing ating din ce \u00een ce mai pu\u021bin genera\u021biile tinere. Ei consum\u0103 din ce \u00een ce mai pu\u021bin media tradi\u021bionale \u0219i se informeaz\u0103 mult din Social Media. Un studiu Pewresearch<\/a> din 2018 arat\u0103 c\u0103 95% dintre adolescen\u021bii din SUA au un smartphone \u0219i acceseaz\u0103 mai ales YouTube, Instagram, Snapchat \u0219i Twitter. Datele din studii efectuate \u00een SUA, dar \u0219i \u00een Europa, mai recent, adaug\u0103 TikTok \u00een clasament. A\u0219adar, dac\u0103 te \u00eendrep\u021bi spre un public t\u00e2n\u0103r, cu siguran\u021b\u0103 Influencer Marketing-ul te poate ajuta. <\/p>\n\n\n\n

\u00cen plus, trei sferturi din persoanele active pe social media au c\u0103utat informa\u021bii, sfaturi \u0219i \u00eencuraj\u0103ri \u00een perioada de criz\u0103 declan\u0219at\u0103 de Covid-19, spune un studiu citat de AdNews<\/a> realizat \u00een SUA. <\/p>\n\n\n\n

Concluzia: fii relevant, ofer\u0103 informa\u021bii sub o form\u0103 pe care oamenii le caut\u0103 \u00een mod firesc!<\/p>\n\n\n\n

\"campanie<\/figure>\n\n\n\n

2. Care sunt obiectivele \u0219i indicatorii de performan\u021b\u0103?<\/h2>\n\n\n\n

Ce vrei de la campania ta? De ce vrei s\u0103 \u00eencepi campania?<\/p>\n\n\n\n

Acestea sunt \u00eentreb\u0103rile la care fiecare companie \u0219i \/ sau marketer ar trebui s\u0103 \u0219tie r\u0103spunsurile chiar \u00eenainte de a \u00eencepe s\u0103 planifice campania. Campaniile de Influencer Marketing care au succes pornesc de la o list\u0103 foarte clar\u0103 de obiective.<\/p>\n\n\n\n

Linqia raporteaz\u0103 \u00een studiul The State of Influencer Marketing \u00een 2020 <\/a>c\u0103 40% dintre speciali\u0219tii \u00een marketing au dezvoltat cel pu\u021bin 6 campanii cu influenceri pe parcursul anului trecut, iar mai mult de jum\u0103tate dintre ei (57%) avea de g\u00e2nd s\u0103 m\u0103reasc\u0103 num\u0103rul \u00een 2021. \u0218ti\u021bi de ce se \u00eent\u00e2mpl\u0103 asta? Pentru c\u0103 func\u021bioneaz\u0103! O campanie cu influenceri aduce rezultate foarte bune, dac\u0103 sunt \u00eendeplinite condi\u021biile principale: alegerea strategic\u0103 a influencerilor \u0219i stabilirea unor obiective clare. <\/p>\n\n\n\n

Studiul citat mai sus spune c\u0103 obiectivele principale setate de marketeri au fost:<\/p>\n\n\n\n

71% – engagement <\/p>\n\n\n\n

62% – brand awareness<\/p>\n\n\n\n

60% – Impressions<\/p>\n\n\n\n

55% – Conversions<\/p>\n\n\n\n

54% – Clicks <\/p>\n\n\n\n

50% – Crearea de con\u021binut de calitate <\/p>\n\n\n\n

48% – v\u00e2nz\u0103ri<\/p>\n\n\n\n

32% – trezirea unui sentiment anume \u00een publicul \u021bint\u0103 (audience sentiment)<\/p>\n\n\n\n

Indicatorii cheie de performan\u021b\u0103 (KPIs) pot fi dezvolta\u021bi odat\u0103 ce obiectivele campaniei sunt setate. <\/p>\n\n\n\n

Cite\u0219te \u0219i articolul “Ce KPI ar trebui s\u0103 urm\u0103re\u0219ti \u00eentr-o campanie cu Influenceri”<\/a><\/p>\n\n\n\n

\"campanie<\/figure>\n\n\n\n

3. Care este platforma de Social Media potrivit\u0103 pentru mesajul meu?<\/h2>\n\n\n\n

Pe baza publicului \u021bint\u0103 \u0219i a mesajelor comunicate, trebuie s\u0103 decizi ce platforme de socializare s\u0103 utulizezi pentru campanie. <\/p>\n\n\n\n

Fiecare platform\u0103 are un public cu date demografice diferite, cu a\u0219tept\u0103ri diferite fa\u021b\u0103 de mesajele \u00eent\u00e2lnite \u0219i variate moduri de folosire \/ procesare a con\u021binutului.  Dac\u0103 \u00een comunicarea B2B sunt folosite mai ales blogurile \u0219i LinkedIn, pentru comunicarea B2C sunt preferate Facebook, Instagram, Twitter, YouTube \u0219i TikTok. <\/p>\n\n\n\n

Studiul Linqia arat\u0103 c\u0103 \u00een topul platformelor folosite de marketeri este Instagram. Iat\u0103 \u00een ce m\u0103sur\u0103 aveau de g\u00e2nd s\u0103 foloseasc\u0103 \u00een campaniile vitoare re\u021belele de socializare cei care au participat la studiu. <\/p>\n\n\n\n

Iat\u0103 top 5 preferin\u021be din studiul citat mai sus: <\/p>\n\n\n\n

97% Instagram feed<\/p>\n\n\n\n

83% Instagram stories<\/p>\n\n\n\n

79% Facebook <\/p>\n\n\n\n

44% Youtube<\/p>\n\n\n\n

35% Twitter<\/p>\n\n\n\n

Cite\u0219te \u0219i articolul “Cum m\u0103sori randamentul Influencerilor?”<\/a><\/p>\n\n\n\n

\"campanie<\/figure>\n\n\n\n

4. Care sunt influencerii relevan\u021bi pentru brandul meu?<\/h2>\n\n\n\n

G\u0103sirea unor influenceri adecva\u021bi \u0219i relevan\u021bi este foarte important\u0103 pentru succesul unei campanii de IM. Este responsabilitatea influencerului de a ajunge la publicul \u021bint\u0103 \u0219i de a crea buzz \u00een jurul brandului pe care \u00eel reprezin\u021bi. A\u0219adar, trebuie s\u0103 alegi un influencer care s\u0103 poat\u0103 efectiv face acest lucru. <\/p>\n\n\n\n

Trebuie s\u0103 cau\u021bi calit\u0103\u021bi precum autenticitate, implicare sau expertiza \u00eentr-un domeniu relevant pentru brand, de exemplu, machiaj, fitness sau nutri\u021bie s\u0103n\u0103toas\u0103. <\/p>\n\n\n\n

Cite\u0219te \u0219i<\/strong> Fitness Influenceri \u0219i campanii din ni\u0219a Fitness<\/strong><\/a><\/p>\n\n\n\n

MOCAPP te poate ajuta s\u0103-i cau\u021bi pe influencerii cei mai potrivi\u021bi pe baza cerin\u021belor tale specifice. Te po\u021bi orienta printre sutele de influenceri cu comunit\u0103\u021bi mici, medii sau mari folosind obiectivele setate \u0219i filtre cum ar fi ni\u0219e de con\u021binut sau costuri pentru colabor\u0103ri. <\/p>\n\n\n\n

Nu doar c\u0103 \u00eei selectezi \u0219i \u00eei organizezi pe categorii, \u00een func\u021bie de campaniile tale, din prezent \u0219i din viitor, dar po\u021bi \u0219i s\u0103 \u00eei contactezi prin intermediul platformei \u0219i chiar s\u0103 semnezi contract cu ei. Doar c\u00e2teva click-uri! Cel mai des, feedback-ul pe care \u00eel primesc de la utilizatorii platformei este: \u201eA fost at\u00e2t de rapid \u0219i at\u00e2t de simplu!\u201d Deci merit\u0103 s\u0103 \u00eencerci. <\/p>\n\n\n\n

Pont: pariaz\u0103 pe micro-influenceri!<\/strong> <\/p>\n\n\n\n

Pe l\u00e2ng\u0103 fee-urile mai mici pe care le practic\u0103 ace\u0219tia, de la bartere, sute sau mii de euro, \u00een func\u021bie de proiectul propus \u0219i de livrabilele cerute, ace\u0219ti influenceri cu audien\u021be mici \u0219i mijlocii ca dimensiune au o rat\u0103 de engagement<\/strong> mai bun\u0103. Altfel spus, se analizeaz\u0103 comunitatea<\/strong> creat\u0103 \u00een jurul influencerului. Cei cu 1,000 de followers au o rat\u0103 de engagement medie de 8%, \u00een timp ce cei cu 10 milioane de followers sunt \u00een general \u00een jurul procentului de 1%.<\/p>\n\n\n\n

\u00cen opinia mea, cele mai bune rezultate le po\u021bi ob\u021bine cu un mix de influenceri, nano, micro \u0219i macro, iar engagementul maxim este la cei cu 10,000 p\u00e2n\u0103 la 100,000 de followers. Exist\u0103 \u00eens\u0103 \u0219i excep\u021bii notabile. Ar trebui s\u0103 program\u0103m o \u00eent\u00e2lnire s\u0103 \u021bi le spun!<\/p>\n\n\n\n

\"Campanie<\/figure>\n\n\n\n

5. Pot s\u0103 transmit mesajul meu prin video? <\/h2>\n\n\n\n

Produc\u021bia de video este pe un trend ascendent \u0219i ca s\u0103 fii actual, ca s\u0103 captezi aten\u021bia publicului trebuie s\u0103 iei \u00een considerare acest lucru.<\/p>\n\n\n\n

Un studiu Ypulse <\/a>arat\u0103 c\u0103 73% dintre Gen Z-ers se uit\u0103 la con\u021binut video zilnic pe telefoanele mobile. Eu nu sunt cercet\u0103tor, dar \u00een bula mea pare c\u0103 100% urm\u0103resc zilnic video!  <\/p>\n\n\n\n

Iar Manifest<\/a> d\u0103 alte date interesante: majoritatea din toate genera\u021biile, de la G-Zers (89%), millennials (86%), Generation Xers (68%) p\u00e2n\u0103 la baby boomers (52%) folosesc YouTube cel pu\u021bin o dat\u0103 pe s\u0103pt\u0103m\u00e2n\u0103 pentru a accesa con\u021binut video.<\/p>\n\n\n\n

Ni\u0219te exemple notabile de a folosi video \u00een campaniile cu influenceri sunt unboxing sau how-tos, potrivite fiecare pentru anumite produse sau servicii. Montajele de tip TikTok sunt alte moduri excelente de a ar\u0103ta anumite produse. Este important s\u0103 adaptezi mesajele, desigur, \u00een func\u021bie de posibilit\u0103\u021bile pe care le ofer\u0103 platforma aleas\u0103 \u0219i stilul influencerului ales. <\/p>\n\n\n\n

\"Campanie<\/figure>\n\n\n\n

6. Ce spune legea despre reclamele online? <\/h2>\n\n\n\n

Doar pentru c\u0103 nu exist\u0103 agen\u021bi \u00een uniform\u0103 vizibili, cum se \u00eent\u00e2mpl\u0103 \u00een intersec\u021bii c\u00e2nd circul\u0103m cu ma\u0219ina, nu \u00eenseamn\u0103 c\u0103 \u00een mediul online nu trebuie s\u0103 respect\u0103m anumite legi. <\/p>\n\n\n\n

\u201eIndiferent c\u0103 vorbim de nano-influenceri<\/a>, micro-influenceri sau influenceri urm\u0103ri\u021bi de sute de mii de oameni, regulile privind promovarea produselor devin tot mai dure.\u201d, spune Ana Maria Udri\u0219te, fondatoare Avocatoo.ro, \u00eentr-un guest post despre marcarea publicit\u0103\u021bii \u00een campaniile cu influenceri pe blogul Mocapp. <\/a><\/p>\n\n\n\n

\u00ce\u021bi recomand s\u0103 cite\u0219ti articolul ei, iar eu \u00ee\u021bi spun, pe scurt, c\u0103 trebuie s\u0103 marchezi publicitatea c\u00e2nd lucrezi cu influenceri pentru c\u0103 altfel e \u00eencadreaz\u0103 \u00een categoria reclam\u0103 \u00een\u0219el\u0103toare \u0219i aceasta este o infrac\u021biune \u0219i se pedepse\u0219te conform legilor \u00een vigoare. <\/p>\n\n\n\n

\n\n\n\n

Mai sunt multe alte lucruri pe care trebuie s\u0103 le iei \u00een considerare atunci c\u00e2nd planifici primele campanii \u0219i ca s\u0103 evi\u021bi gre\u0219elile pe care le fac 90% din profesioni\u0219tii din marketing<\/a> \u00ee\u021bi recomand s\u0103 folose\u0219ti un tool digital inteligent, ca MOCAPP, \u0219i s\u0103 apelezi cu \u00eencredere la consultan\u021bii no\u0219tri. Dup\u0103 ce am derulat sute de campanii \u0219i ne-am lovit de toate situa\u021biile posibile, sigur te putem ajuta \u0219i pe tine. <\/p>\n\n\n\n

\n","protected":false},"excerpt":{"rendered":"

Iat\u0103 ce trebuie s\u0103 te \u00eentrebi \u00eenainte s\u0103 derulezi prima campanie cu Influenceri.<\/p>\n","protected":false},"author":2,"featured_media":6865,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51,52],"tags":[75,73,47,54],"class_list":["post-5910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editorials","category-influencer-marketing","tag-campanie-cu-influenceri","tag-campanii","tag-influencer-marketing","tag-mocapp"],"yoast_head":"\n6 \u00eentreb\u0103ri vitale \u00eenainte de prima ta campanie cu Influenceri » MOCAPP<\/title>\n<meta name=\"description\" content=\"Prima campanie cu Influenceri? 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