1)Name and position in the company |
Founder and CEO |
Marketing & brand activation manager |
Founder and CEO |
Founder and CEO |
Co-founder |
Founder and CEO |
Finantial Director and CEO |
2) What are your company’s goals within digital communication strategies? |
Engagement and sales |
Brand building, product launch and promotion |
Promote the product and create notoriety. |
Product disclosure and sales increase |
Build a strong brand image, increase our visibility and promote / promote our products |
Reach the target audience and increase sales |
Increase brand expression and notoriety, captivate a younger audience and continue to communicate with the brand’s current audience. |
3) Which digital channels are used in digital communication strategies? |
Instagram |
Brand platforms (Website, CRM), Various platforms according to each project (Google, Gmail, Remarketing) |
Instagram, Facebook e Youtube |
Instagram and Facebook |
Instagram |
Instagram and Facebook |
Facebook, Instagram, sms, newsletter and website |
4) What percentage of the total digital marketing budget is intended for influencers? |
The budget is made monthly and is related to the products and the shipping of the products. We never pay influencers |
It is not within the digital investment and I depend on the challenges that we are having throughout the year |
60% |
50% |
It is not planned in our investment. We have the initiative to launch the products and later a study is done around the influencers |
The budget is made monthly and is related to the number of hits and consequent sales, but we never pay influencers. |
50% of the digital marketing budget |
5) Of the results obtained through digital strategies, what percentage has its origin in the influencers? |
About 40% of our sales come from influencers (due to the discount code) and 60% are indirectly related to them (sales without discount code) |
For brand building about 15% for conversion about 5% |
Sales have no identified origin |
20% |
25%. |
40% |
We were unable to directly control the results obtained. We were able to measure the notoriety gained by the brand when working with influencers |
6) What are the factors that your company takes into account when hiring influencers? |
The choice of influencers is divided into 2 different types: those who have a substantial engagement and will bring us sales or those who may not have much engagement, but we want them to produce content |
Type of profile and type of content generated, data in addition to followers (average impressions, reach, engagement) when it is not the first time that we work with the profile, we take into account the results of previous initiatives |
Number of followers and geographic location |
Reach the type of audience we want, more targeted to age groups and lifestyle |
The influencer’s lifestyle, how he communicates with his followers, the appearance of his social network, and lastly and most importantly “what he can bring the brand” |
The choice of the influencer is related to the number of followers and the target audience that we want to reach |
Type of audience, charisma and way of working |
7) Are there examples of successful strategies in your company’s experience with digital influencers? |
On Valentine’s Day we sent our digital influencers the new creamy glitter with 2 cards: One has a caricature of them and in another card, we had a kind of rules about the influencing taste / personality in question |
Licensing t-shirts launch, Mother’s Day and Father’s Day, Women’s Day |
Couples influencers in the week of Valentine’s Day |
Giveaways through social networks |
Women’s Day, being that the product that was being communicated were bodies and the influencer made a communication directed to the dinners and gatherings that normally exist on that day |
Partnership with a beach bar where we offer some of our services. The experience was a success and most of the winners are currently our customers |
Partnership with a television program presenter |
8) Are there examples of unsuccessful strategies in your company’s experience with digital influencers? |
Not choosing influencers well is the only factor that makes an experiment not successful. It is necessary to analyze the target audience of an influencer very well |
Do not exist |
Attempted promotion through male influencers |
Yes. The choice of the influencer has to be considered. At the beginning of the brand, the choice of digital influencers was not properly analyzed, and the results were not as intended |
Wrong choice of the influencer. It is necessary to analyze your target audience and see if the type of communication is identified with the brand communication. If not, the results will not come |
A bad choice of the influencer is what can lead to unsuccessful experiences, hence the importance of carefully analyzing the public following the influencer |
Influencers of small expression that do not yet have a well-defined working method |
9) What are the digital marketing metrics and the results analysis tools used by your company? |
We have a table with the details of each influencer, amongst other information when we made a publication, how many sales were made that day, how many views, etc. |
Analytics, data from their RSS platforms and data provided by partners (agencies and / or their influencers). In addition, there is a manual research that has to be done to evaluate some qualitative points. |
Sales volume and website visitors. Google Analytics |
Visitors to the site regarding sales reach through it. Balance of sales in physical stores by area / district |
Google Analytics, through our website and our digital platforms |
We have a table with the details of the influencer, that is, how many posts you made in a week, how many views those same posts had and how many sales you managed to generate |
Metrics made available on Facebook and Instagram, analysis of comments to publications |
10) How does your company quantify the return on investment in influencers? |
The most reliable way is through the use of discount codes by customers, otherwise it is extremely difficult to measure since we do not ask for statistics and it is all organic. |
Valorization of the generated content (what value would we have to invest to reach that result), number of visits generated to the site, number of views to the site and growth of followers in the days of actions |
Does not quantify |
Website visits and discount codes |
Through visits to the website and discount codes |
The most reliable way is through the promotional codes used by customers |
The way we do the metric is measured by the notoriety that influencers transmit to the brand. An analysis of the demand generated when the product is released is made |
11) In your opinion, what is the utility and reliability of results analysis tools to measure the return obtained through influencers? |
It depends on how the company chooses to deal with influencers, in our case how the only credible way is to use a discount code, the rest that we managed to obtain as an increase in followers, an increase in views on the site, is very subjective |
Very useful and important. Working with influencers has a part that will always have to be test and intuition, but it is essential to measure and perceive results in order to define the next step of the strategy and on whom we should bet for the future |
- |
Digital tools are useful and reliable. They help us to analyze results and make decisions, taking into account the feedback of influencers |
Quite useful and important. Investment in influencers is one of the strategies of the brands, and it is necessary to understand whether we are betting on the best strategy or not. Since it is an expensive bet that has to generate profit |
In our particular case, our analysis tool even goes through promotional codes, as it helps us to track the origin of the sale |
I find the results analysis tools reliable and useful for companies |
12) What should be improved in the current tools in order to make the traceability of results from influencers more effective? |
Maybe go deeper with more data in the tables that we have about the specific influencers |
It will not be so much to improve on the current tools, but rather to be able to obtain more tools and often some that help to minimize the research and manual work that still has to be done and that is difficult to measure (especially on Instagram) |
There must be a specific tool or, if there is, it should be better known |
I think the current tools are very useful and help brands in making decisions. However, there should be more specific tools for each social network |
There should be a tool solely aimed at Instagram. A tool that brought together all the influencers (relevant in terms of content) and that through the knowledge of the brands managed to make the ideal match. Therefore, the brand would not have all the manual research work for the perfect influencer |
Perhaps some tool aimed at investing in influencers, so that when choosing to invest in an influencer it is something positive and productive both for the company and for the influencer himself |
It depends on the means of communication that each influencer works on and the objectives that the company has with the partnerships made. I think the current tools are useful for companies |