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Influencer Marketing

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Digitale Meinungsbildung durch Influencer. Ein Thema, das sich in den Medien aktuell überall findet. Influencer Marketing ist mehr als nur ein großer Hype, wird allerdings auch kritisch beäugt und heiß diskutiert. Nutzen Sie die gezielte Einbindung der Meinungsmacher auch für Ihr Unternehmen.

Publicado en: Marketing
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Influencer Marketing

  1. 1. Reizwerk GmbH – Influencer Marketing 09.03.2017 INFLUENCER MARKETING
  2. 2. Reizwerk GmbH – Influencer Marketing 09.03.2017 Full-Service Digitalagentur für Markenführung und E-Business Lösungen. Strategie, Beratung und Realisierung – für mehr Marke, mehr Kunden und bessere Performance. Kompetenzen und Leistungen:
  3. 3. Reizwerk GmbH – Influencer Marketing 09.03.2017 Seit 2007 am Start, inhabergeführt – und das aus Leidenschaft. Daten und Fakten
  4. 4. Reizwerk GmbH – Influencer Marketing 09.03.2017 Branchenkompetenzen Für diese Branchen sind wir hauptsächlich tätig.
  5. 5. Reizwerk GmbH – Influencer Marketing 09.03.2017 Unsere Auftraggeber
  6. 6. Reizwerk GmbH – Influencer Marketing 09.03.2017
  7. 7. Reizwerk GmbH – Influencer Marketing 09.03.2017 Definition Influencer Marketing „ Gezielte Einbindung von Meinungsmachern in die Kommunikation von Unternehmen, Marken und Produkten.“ W A R U M ?
  8. 8. Reizwerk GmbH – Influencer Marketing 09.03.2017 Deutschland 78% Deutschland 61% Deutschland 50% Deutschland 62% Deutschland 45%
  9. 9. Reizwerk GmbH – Influencer Marketing 09.03.2017 Ziele Influencer Marketing • Glaubwürdige Marke und Positionierung, Image • Markenloyalität • Kaufentscheidungen beeinflussen • Kein kurzfristiger Abverkaufserfolg, sondern eine langfristige, authentische Markensichtbarkeit
  10. 10. Reizwerk GmbH – Influencer Marketing 09.03.2017
  11. 11. Reizwerk GmbH – Influencer Marketing 09.03.2017 Wann zählt man als Influencer? • Hohes Markenbewusstsein • Tägliche Social Media Nutzung mit einer ausgeprägten Vernetzung • Überdurchschnittliche Reputation • Hohes Vertrauen WELCHES GESAMTPOTENTIAL?
  12. 12. Reizwerk GmbH – Influencer Marketing 09.03.2017 Wann zählt man als Influencer? • xxx
  13. 13. Reizwerk GmbH – Influencer Marketing 09.03.2017 Wann zählt man als Influencer? • xxx
  14. 14. Reizwerk GmbH – Influencer Marketing 09.03.2017 Die wichtigsten Kanäle …zusätzlich über 80 % eigene Blogs
  15. 15. Reizwerk GmbH – Influencer Marketing 09.03.2017
  16. 16. Reizwerk GmbH – Influencer Marketing 09.03.2017 Product / Brand Placement Beispiele
  17. 17. Reizwerk GmbH – Influencer Marketing 09.03.2017 Beispiel Daniel Fuchs • Fashion Blogger • 990 K Abonnenten Instagram • Fashion Blog Beiträge, Outfit der Woche mit Shop Links zu Fashion Partnern wie Zalando • Bis zu 200 Sponsored Posts à bis zu 5.000 € / Jahr • Marken: Levis, Karl Lagerfeld, Calvin Klein • Exlusivbindung an Agentur • Häufig ausverkaufte Online Shops nach Postings
  18. 18. Reizwerk GmbH – Influencer Marketing 09.03.2017 Kosten im Influencer Marketing TKP = 5 € (500.000 Follower ca. 2.500 €) TKP = 40 € (200.000 Aufrufe ca. 8.000 €)
  19. 19. Reizwerk GmbH – Influencer Marketing 09.03.2017 Die Sicht der Marketing Experten • aller Marketing Experten bewerten Influencer Kampagnen als erfolgreich (Quelle: eMarketer) • aller Marketing Experten planen ihr Budget für Influencer Kampagnen zu erhöhen (Quelle: Social Media Today) 81% 59%
  20. 20. Reizwerk GmbH – Influencer Marketing 09.03.2017
  21. 21. Reizwerk GmbH – Influencer Marketing 09.03.2017 Vorgehen Influencer Aufbau • Suchkriterien: Blog Fokus, Keywords & #‘s Übereinstimmung der eigenen Zielgruppe mit der Blogger-Zielgruppe • Resultierend: Fokusliste mit potentiellen Influencern, zur weiteren Qualifizierung der Influencer. # # # # KEYWORDSKEYWORDS
  22. 22. Reizwerk GmbH – Influencer Marketing 09.03.2017 Vorgehen Influencer Aufbau FINDEN Influencer-Suchplattformen & Marktplätze, Agenturen/Vermarkter
  23. 23. Reizwerk GmbH – Influencer Marketing 09.03.2017 Influencer auswählen • Qualitative Kriterien Thematischer Schwerpunkt? Beitragsqualität? Passt die Tonalität zum Unternehmen/Produkt/zu den Marketing-Zielen? Welche Überzeugungskraft hat der Influencer auf seine Community? Finanzierbarkeit? Tonality Thema Überzeugungskraft Kosten Beiträge
  24. 24. Reizwerk GmbH – Influencer Marketing 09.03.2017 Influencer auswählen • Quantitative Kriterien Wie viele Personen kann der Influencer erreichen? Wie viel postet der Influencer generell zum Thema? Resonanz auf Beiträge Shares Follower Reichweite Likes Comments
  25. 25. Reizwerk GmbH – Influencer Marketing 09.03.2017 Influencer ansprechen • Influencer Relations aufbauen: Folgen: Blogger listen und Beiträge und Blogger Verhalten beobachten. Interagieren: Beiträge liken. Wo passend, teilen oder kommentieren. Erste Kontaktanbahnung. Listen Interagieren Folgen Liken Sharen
  26. 26. Reizwerk GmbH – Influencer Marketing 09.03.2017 Influencer ansprechen • Kontakt herstellen, Anfrage konkretisieren: Anfrage persönlich (wichtigste Regel!), per Mail oder telefonisch und direkt formulieren. Mehrwerte für Blogger kommunizieren. Regelmäßige Kommunikation / Beziehungspflege. Dankbarkeit & Wertschätzung. Exklusivität Persönlich Beziehungspflege Regelmäßig- keit Wertschätzung
  27. 27. Reizwerk GmbH – Influencer Marketing 09.03.2017 FIRMA
  28. 28. Reizwerk GmbH – Influencer Marketing 09.03.2017 Ihre Ansprechpartner: Kristin Goldschmitz Senior Kundenberaterin Tel.: 06201/98057-21 E-Mail: k.goldschmitz@reizwerk.com Christoph Jakob Geschäftsführer Tel.: 06201/98057-13 E-Mail: c.jakob@reizwerk.com Noch mehr von uns? Gibt‘s hier: Reizwerk GmbH Weinheimer Straße 6 69488 Birkenau Tel.: 06201-98057-0 E-Mail: kontakt@reizwerk.com Web: www.reizwerk.com

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