Relaciones públicas, Influencers y redes sociales [taller iRedes 2015]
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La relación con 'influencers' o influenciadores se ha convertido en la nueva forma de hacer relaciones públicas. Durante este taller en iRedes 2015, presentamos junto a Amaia Arteta de Destinia y Pablo Herreros de Goodwill Comunicación, algunos ejemplos y casos sobre 'Influencer Engagement'. Lee el contenido al completo aquí: http://www.augure.com/es/blog/influencer-engagement-iredes-20150420
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Relaciones públicas, Influencers y redes sociales [taller iRedes 2015]
- 2. 2www.augure.com QUIÉNES SOMOS Amaia Arteta Destinia @AmaiaArteta Pablo Herreros Goodwill Comunicación @PabloHerreros Ivo Campos Augure @Ivo_Campos
- 3. 3www.augure.com EL TALLER El contexto en el mundo de la comunicación Buenas prácticas con Influencers Importancia y Retos CASO PRÁCTICO
- 8. 8www.augure.com ¿Qué tienen en común?
- 10. 10www.augure.com ¿POR QUÉ LOS INFLUENCERS VUELVEN LOCASA LAS MARCAS?
- 11. 11www.augure.com Porque están perdiendo el contacto con su público Reach orgánico
- 12. 12www.augure.com LAS PERSONAS SE FÍAN DE LAS PERSONAS No de los logotipos
- 13. 13www.augure.com … QUE EL CONTENIDO HECHO CON O POR TUS INFLUENCERS? ¿SE TE OCURRE MEJOR CONTENIDO…
- 14. 14www.augure.com
- 16. 16www.augure.com Los resultados empiezan a ser positivos Encuesta hecha por Burst Media: bit.ly/influencer-roi
- 17. 17www.augure.com Audiencia ultra segmentada Credibilidad Amplificación Contenido de calidad … SI SABES CREAR VALOR PARA TUS INFLUENCERS TE DARÁN MUCHO A CAMBIO
- 18. 18www.augure.com ALGUNOS YA HAN ENTENDIDO QUE TIENEN OROEN LAS MANOS
- 19. 19www.augure.com
- 20. 20www.augure.com
- 21. 21www.augure.com
- 22. 22www.augure.com
- 23. 23www.augure.com Algunos consejos antes de empezar
- 24. 24www.augure.com No confundas popularidad con influencia
- 25. 25www.augure.com Cuidado con la relación con Celebrities
- 26. 26www.augure.com Dani Rovira (@DaniRovira) Pablo Herreros (@PabloHerreros) ? 1,6M de seguidores 22,8m de seguidores Último Hit 8AV - Presentador de los Goya Último Hit El Poder de las Personas
- 27. www.augure.com Tema Lugar Momento Plataforma It’s all about context!
- 28. www.augure.com Religión Problemas legales Reputación Creencias políticas And sometimes more
- 31. 31www.augure.com Calendario de la comunicación Augure 215
- 32. 32www.augure.com Calendario de la comunicación Augure 215
- 33. 33www.augure.com Ayúdales a demostrar su expertise al mundo… #BendtheRules
- 34. 34www.augure.com Building a unique brand personality through Influencer Engageme nt …sácales de su rutina! t 14.000 asistentes 150 apariciones en medios Más de 15.000 tuits Más campañas de Influence One: bit.ly/io-campanas
- 35. 35www.augure.com ¿Hay que pagar a los influencers?
- 36. 36www.augure.com Estudio Marcas favoritas de Influencers Solo 4 de las marcas que compran son las que recomiendan
- 37. 37www.augure.com Lee Odden Digital Marketing & PR Strategist CEO of TopRank
Notas del editor
- Amaia Arteta Directora de Comunicación de destinia Pablo Herreros Director de la Agencia Goodwill comunicación
- La pareja de Sergio Ramos y colaboradora de “El hormiguero 3.0″ comienza 2015 sumándose a la lista de blogueros de hola.com. En “About my world”, Pilar Rubio hablará de moda, de belleza y de lo que pasa en su día y lo ilustrará por supuesto con fotos en las que mostrará diferentes looks. “Hace ya cuatro años que me inicié en el mundo blogger y la verdad es que está siendo una buenísima experiencia, por lo que me gustaría seguir compartiendo con todos vosotros mis inquietudes, forma de vida, gustos y pensamientos, y ahora, dando un nuevo paso con HOLA.com. Lo mejor de todo es leer cada día vuestros comentarios y reflexiones, gracias por vuestro apoyo incondicional”, se presentaba en su primer post y es que la presentadora ya tuvo un blog en MSN que se llamaba “Viste, siente, ama”. “¿Qué de qué voy a hablar? De moda, música, exposiciones, restaurantes… de la vida. Y la vida es mucho mejor si nos rodeamos de muy buena gente. Por eso os invito a compartir conmigo vuestras impresiones y sugerencias, este es un espacio para que hablemos de las cosas que nos gustan. ¡Qué comience la fiesta! ¡Gracias por estar ahí siempre!”, añadía en su presentación a los lectores de Hola.com.
- Mónica Carrillo se estrena en la novela con 'La luz de Candela', una historia de amor en la que la pasión acaba por desbordar a su protagonista. La presentadora de los Informativos de Antena 3 da forma a la narración de un enamoramiento en todas sus fases: desde un comienzo lleno de ilusiones hasta un final de angustia y adicción, pasando por la fase de la complicidad y la pasión . En paralelo a su historia de amor con Manuel, Candela vivirá su propia vida y luchará por no perderla, respaldada por sus amigas y por otros personales que van apareciendo en la obra a lo largo de sus más de 300 páginas. Para hilar cada uno de los capítulos de la novela, Mónica Carrillo da cabida en 'La luz de Candela' a sus microcuentos, que han ido viendo la luz a través de su cuenta de Twitter y que han enganchado a sus decenas de miles de seguidores.
- El pasado 20 de enero se celebró el Debate del Estado de la Nación en Estados Unidos. President Barack Obama has been one of the most engaged presidents when it comes to the Internet. He hosted an AMA on Reddit that strained the site to near-breaking. He has weighed in on issues important to the Internet, and effectively used social media to campaign. Thursday evening, three popular YouTubers — Hank Green, GloZell Green and Bethany Mota — had the opportunity to interview the president during a #YouTubeAsksObama video event. The questions ranged from tougher topics like drone strikes, institutional racism, North Korea and Cuba to what superpower the president would like to have. He said he’d like to be able to speak any language or fly as long as he could keep warm, by the way. Hank Green’s viewers worried about the political feasibility of the issues raised in Obama’s State of the Union speech earlier this week, such as the development of the Internet. The president’s comments indicated that he considered the Internet a vital part of the American infrastructure, and that he would attempt to achieve bipartisan support for measures to strengthen it. Additionally, Obama was of the belief that North Korea and Cuba could be increasingly democratized by the influence of the Internet. He told Hank Green: The environment we’re speaking in today, the Internet, over time is going to be penetrating (North Korea), and it is very hard to sustain that kind of brutal authoritarian regime in this modern world. Information seeping in over time, and bringing about change. In his interview with GloZell Green, Obama touched upon institutional racism among the police, noting that “federal muscle” would be put behind programs to root it out. He also noted that officers wearing body cameras could be a part of that solution and again pointed to the Internet functioning to bring democracy to Cuba, saying: You get more visitors into Cuba, you start to get telecommunications into Cuba, you start getting the Internet into Cuba, people’s minds begin to change. There’s more transparency about what’s going on. And the goal ultimately is to make sure there’s freedom in Cuba, not just for the folks who have left.
- Let’s talk about social media strategy Before I came along, Facebook hadn’t been a brand darling for Copyblogger. And that’s perfectly okay. Not every social media outlet is an ideal fit for every brand. Copyblogger has found value actively engaging with its community throughTwitter and Google+. Since Facebook was never a preferred social media outlet, my job was to: Evaluate the fans of the page. Assess those fans’ content preferences and build a strategy based on those preferences. Explore the possibility of creating a culture of regular, enthusiastic participation (which is what Copyblogger is all about — everywhere). See, Copyblogger’s main focus is serving its audience. And if that audience wasn’t engaging on Facebook, then there was no real reason for us to pour energy into it. That’s energy we can put into other areas — ones you appreciate more. Here are the types of posts we experimented with next: Sharable Graphics: We used quotes from some of our most popular blog posts and turned those into graphics. We then linked to the blog. We found that people liked the photos but didn’t see any increase in clicks to the posts. Forced Shares: My personal brand audience on Facebook loves Copyblogger. So I did some forced shares (read: I shared Copyblogger posts I love directly to my brand page). These were eaten alive, devoured, and reshared. While a smashing result, a brand’s Facebook strategy can’t thrive on someone like me sharing every blog post. The posts I didn’t force share just sat there with an average of six to seven “Likes.” Ew. Questions: We asked the audience questions. Our most notable? Letting the Facebook audience ask the Copyblogger team anything they wanted. Out of 30,000 people, we received three questions. Pass. These results prompted us to compare Copyblogger’s Facebook audience to other brands on Facebook. We began with ones we had first-hand knowledge of, like Your Boulder and my own brand page. Comparing apples and Toyotas As soon as we lined up the statistics side by side, it was clear that we were comparing apples and Toyotas. Oranges didn’t even show up on the radar. Here are some comparable statistics:
- Earned media vs. paid media is a topic of much discussion in the marketing sphere. Marketers spend a great deal of time trying to understand the systems that enable them to extract greater value from their earned media efforts. Burst Media, a digital media and technology company, recently released a 2014 Influencer Marketing Benchmarks Report, which focuses on generating a higher earned media value through influencer marketing. Bust Media ran 48 influencer marketing programs in 2014, which spanned 15 industries and employed 662 independent web publishers and bloggers. Tessa Wegert, business reporter for ClickZ was quoted in the report: An influencer outreach program is quickly becoming indispensable to the modern digital marketing strategy. Influencers are more valuable to brands now than they’ve ever been for their ability to deliver on social chatter, earned media, and action. Perhaps the most important takeaway from the data is just how much ROI can be generated by using an influencer marketing program. On average, marketers who implemented an Influencer Marketing program in 2014 received $6.85 in earned media value for every $1.00 of paid media, according to the report. The primary tools used by the marketers in the influencer marketing programs were: Sponsored blog posts Social syndication and branded content distribution Influencers and influential content Each of these tools used rich media content, and influencers used as many tools as were available to them. From Google Hangouts and Pinterest boards, social networks were used to amplify the effect of the sponsored content. All of these methods contributed to higher earned media value — referred to as EMV in the report — for the content distributed by marketers. Three industries performed above the $6.85 average. consumer packaged goods and food generated $11.33 per $1.00 spent, retail and apparel generated $10.48, while tourist destinations and travel generated $7.04. Some industries saw far less impact for the efforts of influencers. The home and garden vertical performed the worst, with only $0.64 earned for every $1.00 spent. The key to success is focusing on the right audience.
- Expertise on a special topic => targeted and segmented community They have the trust from their community => credibility They create reaction among their community The best content is the one created with or by their influencers Customers and employees are really powerful for brands, but they already have a relationship with the brand 54 percent of readers don’t trust sponsored content. 59 percent of readers believe a news site loses credibility if it runs articles sponsored by a brand.
- elebrities aren’t like you and me. They’re better. Or at least Facebook thinks they’re worth more money. Convince experts and influencers to like something, and everyone will follow their lead. The question is how to identify who these special people are, and Facebook’s just patented one of the trickiest ways yet. The idea is that Facebook could watch the rate at which a piece of content like a link is shared, then figure out whose posting led to a sudden increase in share rate in their network. Those people are the influencers, and the people that they discovered the content from are the experts. Facebook could then target those people with ads and presumably charge businesses a boatload to reach them. It makes perfect sense. Why would it cost the same amount to reach someone famous, powerful, or widely cited as someone whose endorsement won’t sway people?
- itter has been losing out on a chunk of ad revenue because some advertisers have been striking deals directly with social media stars. But Twitter said Wednesday it had agreed to acquire Niche, a start-up that connects advertisers with some of the social network’s most-followed users in exchange for a fee split by the user and Niche. Firms turn to online 'influencers' to spread the word on social media With a social-media "influencer" marketing program in-house, Twitter -- as well as the Vine video-sharing app it owns -- can play a bigger role in shaping the growing business at a time that Twitter is struggling to promote more active usage of its apps. “We hope this acquisition continues to inspire people to create great content,” said Baljeet Singh, Twitter’s direct of product management.
- YouTube is clamping down on video creators who work directly with brands, nudging them instead to rely on Google’s sales team for deals. YouTube has quietly amended its ad policies to block “graphical title cards” from sponsors aiming to promote their brands and products on YouTube channels, according to a revised FAQ document in YouTube’s help and support section. Video overlays of sponsor logos and product branding are no longer allowed — unless the sponsor pays Google to advertise on that channel. Advertisement A YouTube representative called this revision a clarification of its existing policy, one that occurred late last year, intended to prevent advertiser conflicts and ensure viewers don’t feel bombarded by ads. Paul Kontonis, executive director of the Global Online Video Association, however framed it as an explicit change that prevents YouTube stars and multichannel networks from working prominent sponsor logos and images into their videos without handing Google a cut of the revenue.
- LinkedIn sigue avanzando en su intención de convertirse en una plataforma de contenidos que resulten de interés para profesionales y empresas. El año pasado abría su plataforma no sólo para compartir contenidos de la Red, sino para poder publicarlos directamente en LinkedIn y figuras como Richard Branson (CEO de Virgin), Bill Gates, oArianna Huffington se han aprovechado de esta red social para resultar aún más influyentes y publicar sus artículos. Como declara la propia LinkedIn en su blog corporativo, desde que se estrenó esta nueva funcionalidad, más de un millón de artículos nuevo se han mostrado en Pulse, la herramienta para compartir noticias que adquirió hace poco más de dos años la red social. Ahora y tras el éxito cosechado, LinkedIn quiere expandir esta funcionalidad a nuevos mercados, permitiendo que cada vez más profesionales de prestigio tengan la posibilidad de compartir su experiencia y consejos empresariales en esta red, convirtiéndolos en autores e influencers. De momento dicha expansión ha comenzado con los principales mercados anglosajones (Reino Unido, Canadá, India, etc.) pero a lo largo de 2015, Pulse se irá abriendo a todos los idiomas que tienen soporte oficial en esta red social y entre los que se incluye el castellano. Así que si tienes todo lo necesario para convertirse en un influencer digital y quieres orientarte al mundo de las empresas, ya lo sabes, LinkedIn te está esperando.
- Apple's recently acquired Beats business won't be seen on camera at National Football League games, even though the Beats headphones are very popular among many NFL players. Re/code reports that the NFL has a headset sponsorship with rival Bose, and as a result, players cannot wear Beats headsets while on the field playing games. That restriction even extends to post-game interviews with TV reporters and practice sessions. In a statement, a Beats spokesperson said: Over the last few years athletes have written Beats into their DNA as part of the pre-game ritual Music can have a significant positive effect on an athlete's focus and mental preparedness and has become as important to performance as any other piece of equipment.
- 642.000 fans
- Meghan Trainor 195 M NEW YORK, Nov. 19, 2014 /PRNewswire/ -- Epic Records breakout pop star Meghan Trainor has partnered up with global technology company HP for its #BendTheRules campaign, which includes the creation of a music video for Trainor's brand-new single "Lips Are Movin'" that premieres today on HP's YouTube channel. Watch here http://hp.nu/EwSpR or visit youtube.com/HPcomputers. Trainor and "Lips Are Movin'" will also be featured in the global holiday campaign for the HP Pavilion x360 convertible PC. Trainor and HP are "bending the rules" by releasing the first-ever music video created by social "influencers" — the most influential Viners, Instagrammers, and YouTube stars from around the world whose combined audience reaches nearly 30 million. HP worked with these influencers to become the video's actors, choreographers, dancers, set designer, hair and makeup artists, stylists, and behind-the-scenes photographer. They include American set designer Bri Emery, American actors Marcus Johns, Cody Johns, andRobby Ayala, French dancers Les Twins, Spanish stylist Sara Escudero, American hair stylist Kristin Ess, Japanese nail artist Mei Kawajiri, and the world's most famous pomeranian Barkley the Pom, to name a few. Each leveraged the versatility of the HPPavilion x360 to collaborate on the creative production process. Trainor is no stranger to working with social media stars, having featured dancer and Viner Sione Maraschino in her video for her multi-week No. 1 single "All About That Bass," which has racked up nearly 250 million views on VEVO. "Lips Are Movin" follows on the heels of Trainor's multi-platinum debut "All About That Bass," which captured the No. 1 spot onBillboard's Hot 100 chart for a record-breaking eight consecutive weeks. The positive body-image anthem also spent three weeks at No. 1 at Top 40 radio, eight weeks at No. 1 on the U.S. Shazam chart, and reached No. 1 globally on Spotify. "All About That Bass"climbed to No. 1 in Australia, Canada, the UK, and Germany and peaked at No. 1 on the iTunes singles chart in 58 countries, making Trainor a global pop-phenomenon. It has been certified 4x-platinum in the U.S. with more than 5.5 million sold worldwide. Meanwhile, Trainor's hotly anticipated full-length debut Title [Epic Records] (pre-order) hits shelves on January 13th just prior to the launch of her just-announced "THAT BASS" North American headlining tour. See all of Trainor's upcoming tour dates below. A 2014 American Music Award nominee for "New Artist of the Year," Trainor will present an award on the show, which airs live on ABC on November 23rd. Fans can vote at AMAvote.com through the first hour of the broadcast. Trainor was also nominated for an MTV EMA award and is up for two People's Choice awards and LOGO a New Next Now award. She recently performed "All About That Bass" with Miranda Lambert at the CMAs and will also perform on Nickelodeon's HALO Awards on Nov. 30
- 54% no tienen confianza en contenido patrocinado 59% consideran que el blog pierde credibilidad (source: contently)
- 54% no tienen confianza en contenido patrocinado 59% consideran que el blog pierde credibilidad (source: contently)