2 hours Influencer Marketing: Free Video Course – Keys of Cooperation
New! Fresh! And 100% free! My new video tutorial about Influencer Marketing. With our new tool Social Analytics we make Influencer Marketing possible for every agency, every company, every online shop and every startup! To make sure everyone knows exactly how to do it and where the important adjustments are, I spent one week, every evening in the studio and recorded this two-hour video course with all the important facts about basics, definition, KPIs, campaign, planning, analysis, monitoring and much more.
Free online course! Influencer Marketing Basics
Here is an overview of the different topics and focuses of the two-hour tutorial.
Introduction to Influencer Marketing
Definition
Development of social networks / social value
Social Network Ranking, Values of the networks
Classification and categories
Advantages Influencer Marketing
Risks
Hootsuite / Screencast
Social Analytics / Screencast
Instazood / Screencast
Planning and implementation of an Influencer concept
Definition of the objectives
Applications / SA Hashtag Analyser
Qualitative and quantitative attributes of the influencer
Influencer Search / SA Research / SA Manager
Briefing for the Influencer
Contact
Contract
Processing
Offers for agencies / SA campaign planner
Monitoring / SA Monitoring
Conclusion
Introductionstrong> into influencer marketing
Definition: Influencer Marketing
Influence
Especially young people
Recommendation, Evaluation Opinion
High credibility
Influence
92% trust recommendations from people
(even if they don’t know her)
also PR:
95% of editors use search engines for their research
Forums and pioneers like Ebay
First communities ( Myspace) and data transfers (Napster)
The Web 2.0: Permanent networking
Social networks have revolutionized the entire world
Bloggers and opinion leaders
Social Commerce: Referral purchases
Social Network Ranking, Values of the networks
Facebook: The giant for paid advertising
31 million users
19 million now active day
Overlay of news, groups, pages
Viral groups as an alternative
Advertising as a must
Even advertising slowly played out, overlay
Youtube: Organic traffic with value
4 – 8 million frequently / regularly depending on survey
Long-term placement / calls
high involvement
SEO aspect
Instagram: Trends in seconds
15 million users active every month
People under 15 years over 30 min daily
Daily entertainment
Favourably compare Youtube / FB Ads
Classification and categorization of bloggers
Relevance
5-10k are micro
10-100k
100k+ can become idols
1M+ Stars
are the most popular:
Top Germany (Football, Youtuber, Lisa and Lena)
Normal influencers (fashion, lifestyle, sports)
Categories:
Fashion, biggest topic
Music
Food
Travel
Fitness
Beauty
Accessories
Animals, Pets
W3> advantages Influencer Marketing
Advantages in marketing
Desired target group
No Adblock
No control
Exact target group (data influencers)
Influencer marketing is credible
Bridging the distance to the consumer
High ranges
Pamela Reif 3.3 million
Vogue 200K, < 10%
Paola Maria 5.4 million
Promising
In 2017, 50% of 14-19 year olds bought a product by recommendation of an influencer
Purchase decision by age group
50% – 14-19 years
33% – 20-29 years
24% – 30-39 years
10% – 40-49 years
7% – 50-59 years or 3% 60 years +
Risks that arise
Offensive advertising does not work
Solution: product placement or storytelling
Vertigo with reach
Solution: Engagement / Interaction as hard currency
Software support Basics
Hotsuite / screencast
Forward planning of content for different networks
Streams facilitate access to posts, scheduled posts, fans, interactions, etc.
Create social networks in seconds
Social Analytics / Screencast
Influencer Research (search by country, city, etc.) and the Influencer Report (profile and analysis)
Influencer List for management, grouping and always up-to-date data
Campaign Manager for fast processing of requests and offers (with forecasts)
Posting monitoring for success analysis and evaluation of campaigns and influencers
Hashtag Analyser examines millions of postings and shows you the most successful influencers and postings for a hashtag
Toplist Creator for trend content and search engine optimization as an extra for our customers!
Instazood / Screencast
Everyone talks about bots: What are bots?
How does a social bot work?
Influencer concept: How do I create an advertising campaign with bloggers?>/h2>
Definition of objectives as a first step
Strategy at a glance
Definition of the target group / customer needs
Identification of topics, keywords and channels
Identification of the influencers
Goals and KPIs
Influencer analysis
Procedure of a campaign and important questions
What do you want to achieve with your campaign or influencers?
What should the influencers do for your brand?
What does the individual influencer get out of it / in return?
Who should contact the influencers, when and how?
Calculate range (impressions)
Calculate Impressions
Impressions of a posting = number of followers / 1.52
Impressions of a story = number of followers / 27.46
Assessing costs and success by means of ROI (Return of Invest)
ROI = Turnover achieved / investment for sponsored post
2.5 = 250 Turnover / 100 Invest
Heavy on Instagram, only one link
Tracking through codes
Possibilities of the bloggers in the campaign
Effect and emotionalisation
Reach and attention
Increase of brand awareness
Emotionalization
Interaction
Forms of advertising from product presentation to unboxing
Product presentations
Product recommendations
Unboxing
Hashtag setting
Products (clothing) “wear
Direct sales (affiliate marketing)
Competition analysis and creativity process
Channels on IG
or Hashtag Analyser
Qualitative and quantitative attributes of the influencer
Qualitative characteristics of bloggers
Features from “Identification of influencers
Sex, age, look, interests, amount of influencers, min / max Follower
Its target group is A&O
Quantitative characteristics of bloggers
number of followers
Number of comments
Number of Likes and Shares
Focus: engagement and interactions
Engagement Rate = Number of followers / ( Likes + Comments * 2 )
Interactinosrates as a sign of quality and value
Up to 50,000 fans from 8-20% (top 25, 30%; average 8-12%)
50.000 – 100.000 fans from 6-14%
100.000 – 500.000 fans from 5-11%
500.000 – 1.000.000 fans from 4-9%
1,000,000 – 5,000,000 fans from 2 -6
5,000,000 – 10,000,000 fans from 1-4
Fluencer search
Find influencers with the research tool from Social Analytics
Cities, countries, categories: Everything in one overview
Influencer Management and Groups
Briefing for the influencer before contact
contact details
Company, contact person, e-mail, telephone
Campaign data
Customer, content
Tasks of the Influencer (Digital)
Postings, stories, videos, attendance
Tasks of the Influencer (Offline)
preparation, training, store visits
Frequency
One-time, regular, duration / deletion?
Media usage
Countries, language regions, duration
Contents of the postings
Representation of the mark, marking, mention
Use
influencer, client, PR / press, third party
Contact: here we go!
General behaviour and guidelines
Via e-mail, short and sweet
Do not put pressure
take criticism seriously
personal dialog
Include content and ideas
Show interest in contributions
Link, comment on blogger posts
Offer added value: exclusivity
exclusive offerings
unpublished information
for profiling in your own community
Contract and framework agreement>/h3>
Processing from booking to payment
Influencer posts photos / videos
Influencer stores media (posts, stories, etc.)
Send media data (monitoring)
Payment
Offers for agencies in seconds
Campaign planning and prediction of reach, likes, comments
Price calculation of postings and stories
Monitoring to measure success
Influencer grouping for monitoring
Parameter input (mention, marker in image and hashtags)
/h2>
Desired target group
Influencer marketing is credible
High ranges
Promising
In 2017, 50% of 14-19 year olds bought a product by recommendation of an influencer
Social Analytics supports the entire process
4.9 / 5.0