Social media and influencer marketing

SOCIAL MEDIA AND INFLUENCER MARKETING Sara Cenni

Luxury and Fashion Marketing & International and Fashion Market Master in Fashion Communication Management

INDEX INDEX

1 2

INTRODUCTION

SOCIAL MEDIA 2.1 TRADITIONAL MEDIA VS SOCIAL MEDIA 2.2 SOCIA MEDIA CATEGORIES 2.3 THE REBIRTH OF COMMUNITIES 2.4 SOCIAL MEDIA MARKETING 2.5 THE MAIN SOCIAL NETWORKS 2.5.1 INSTAGRAM 2.5.2 TIK TOK 2.5.3 TWITCH

3

4

INFLUENCER MARKETING 3.1 SELECTION AND ANALYSIS OF INFLUENCERS 3.2 RISK AND LIMITS 3.3 INFLUENCERS - CATEGORIES 3.4 MICRO INFLUENCER 3.5 MICTO INFLUENCER - ANDREA BATILLA 3.6 TYPES OF CAMPAIGNS 3.7 THE CREATOR UNION AND AMERICAN INFLUENCER COUNCIL 3.8 BRAND COLLARS MANAGER INFLUENCER MARKET E IL COVID-19 4.1 SOCIAL MEDIA TRENDS 2021

1. INTRODUCTION

COMMUN COMMUNICATION

TRANSFER OF INFORMATION ESTABLISHED RELATIONSHIPS EDUCATING GUIDING

Over the centuries, communication has changed a lot.

The communication of companies have changed, which today focus on new media categories.

We recognize 4 factors driving the transition to new media: - New technologies

ICATION - Companies want new ways to interact with customers, - Markets are fragmented,

- Businesses prefer "behavioral targeting”: personalized content.

SOCIAL MEDIA There is a flow of constantly updated content, created by the USERS GENERATED CONTENT.

Social media are Internet applications.

People can create a web page, accessible to anyone, which they use to share texts, images, photos, audios and videos.

They have changed many daily actions, as the way people read, learn and share information and content.

The message has been considerably simplified

People need to be appreciated and recognized.

The level of interaction is very high.

Advertising has a considerable importance.

Companies can communicate directly with consumers.

TRADITIONAL MEDIA VS SOCIAL MEDIA INVESTMENT CATCHMENT OF HEARING ACCESSIBILITY USABILITY SPEED PERMANENCE RESPONSIBILITY

➡ BLOG ➡ BUSINESS NETWORK ➡ COLLABORATIVE PROJECTS ➡ ENTERPRISE SOCIAL NETWORK ➡ FORUM ON INTERNET

SOCIAL MEDIA CATEGORIES

➡ MICROBLOG ➡ PHOTO SHARING ➡ REVIEWS OF PRODUCTS/SERVICES ➡ SOCIAL BOOKMARKING ➡ GAMES ON SOCIAL NETWORKS ➡ SOCIAL NETWORK SERVICE ➡ VIDEO SHARING ➡ VIRTUAL WORLD

THE REBIRTH OF COMMUNITIES BEFORE SOCIAL NETWORKS

Communities had no power.

This favored companies that could maintain authority and control over their customers.

People were unable to confront and exchange information.

WITH SOCIAL NETWORKS The web has recreated the sense of belonging and community of individuals by giving irrelevance to borders and geographical distances.

Social media let people to exchange ideas and expose themselves to a wider audience.

They have allowed existing communities to grow and new communities to form.

COMMUNITIES The rebirth of communities can be used very effectively by companies because they contribute to increasing the degree of loyalty, improving the level of engagement, building brand advocacy and optimizing customer service by reducing costs.

SOCIAL MEDIA

SOCIAL MEDIA MARKETING Social media marketing (SMM): set of multipurpose strategies, tailor-made for social platforms, through which companies and brands aim to promote their products or services, reach new customers or involve current customers more and better, build and spread their image and values.

The aim is to capture the attention of internet users.

Web users who try to reject the constant solicitations to buy.

For this reason, companies increasingly involve the use of socially influential people for the communication.

92% of consumers trust an influencer's opinion more than an advertisement or traditional celebrity endorsement.

48% of users use a block of ads.

With the advent of such influential people in other people's decision-making choices, the need arises to create a new branch of marketing, influencer marketing.

SOCIAL MEDIA THE MAIN SOCIAL NETWORKS

INSTAGRAM 1 billion users - 80% influencer campaigns penetration of the network lack of spontaneity

FACEBOOK 2.60 billion users more than 80 million small businesses are registered with one page private community groups

TIK TOK 625 million users very popular with under 18s very high involvement (x3 vs insta)

YOUTUBE 2 billion users - 40% influencer campaigns More frozen content over time

TWITCH 15 million users very strong interaction with the audience focused on gaming

PINTEREST 300 million users focus on the content and not on the influencer still few influencers

INSTAGRAM Social network focused on sharing photos, is now one of the most powerful corporate advertising platforms that leverage visual content.

INSTAGRAM The content that is posted is often very formal, with posed photographs, outfits and special makeup, what can be “instagrammable”, i.e. aesthetically beautiful.

Instagram has often been accused of creating wrong aesthetic standards.

TIK TOK

TIK TOK Users can create short videos.

This social network is especially loved by the youngest.

Unlike instagram, tik tok is used by people to entertain themselves through videos, ballets, songs and jokes.

The content seems spontaneous and similar to reality.

However, Tik tok is having more and more problems lately due to the challenges that are created.

TWITCH

TWITCH Twitch.tv is a livestreaming platform.

Twitch is designed to be a platform for eSports sports tournaments, video game sessions done by professional or amateur gamers, and game-related talk shows.

Twitch has also made content that is not relevant to video games.

Burberry has become the first fashion brand to use Twitch to livestream its fashion show in 2020.

3. INFLUENCER MARKETING ACTIONS ARE CONSEQUENCES OF AN EXTERNAL INFLUENCE ADVENT OF SOCIAL MEDIA - DIGITAL INFLUENCERS SHIFT THE THINKING AND PURCHASING DECISIONS PUBLICATION OF CONTENTS

INFLUENCER KNOWLEDGE REPUTATION

LARGE FOLLOWING OF PUBLIC

TRENDSETTERS, STYLE MODELS AND TRUSTED EXPERTS ADVERTISING MESSAGES VIRTUAL SHOWCASE

COMPARED TO TESTIMONIALS

SELECTION AND ANALYSIS OF INFLUENCERS IN ORDER TO HAVE AN ADEQUATE STRATEGIC INTEGRATION, IT IS NECESSARY TO CHOOSE THE RIGHT INFLUENCER. THIS IS BASED ON UNDERSTANDING THE INTERESTS OF YOUR TARGET AUDIENCE, AND THE MAP OF THEIR CUSTOMERS JOURNEY. TO DO THIS IT IS NECESSARY:

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TO ANALYZE THE TARGET AUDIENCE OF AN INFLUENCER, TO COLLABORATE WITH THE INFLUENCER, STUDYING THE CONTENTS AND TOPICS HE OR SHE DEALS WITH, TO CONSTANTLY MEASURE THE RESULTS OBTAINED (CONVERSATIONS, PARTICIPATION, SHARE AND AUDIENCE ENGAGEMENT), THE DIGITAL INFLUENCER MUST HAVE: INTERPERSONAL SKILLS, POSITION, KNOWLEDGE, AUTHORITY AND PERSONAL BRANDING (THE ABILITY TO PROMOTE ONESELF), CLOSELY LINKED AND CONSISTENT WITH THE COMPANY'S VALUES AND MESSAGES.

RISKS AND LIMITS CONFUSION BETWEEN PERSONAL AND PROFESSIONAL SPHERES

PROMOTIONAL ACTIVITIES ARE EFFECTIVE

REPRESENTS A POTENTIAL DANGER FOR CONSUMERS

GUIDELINES THAT IDENTIFY RULES OF GOOD CONDUCT (THERE MAY BE SANCTIONS) AIM TO MAKE CONSUMERS KNOWN WHEN THE INFLUENCER HAS BEEN PAID BY THE COMPANY. "Advertising", or "Promoted by ... brand" or "Sponsored by ... brand" or "in collaboration with ... brand" or "in partnership with ... brand" "#ad" or "#adv" together with “#brand”, "product sent by ... brand"

INFLUENCER - CATEGORIES Two general categories: 1. Classifications based on the size of the audience (number of followers) *

Micro-influencers (up to 25,000 followers) - very high engagement rates - specific market niches - followed by "true fans”- constant attention to interactions

Macro-influencers (up to 100,000 followers) - specific market niches by followers are more manageable - communication without a marketing strategy.

spontaneity and naturalness - interactions

CATEGORIES Mega-influencers

(up to 500,000 followers) - Bloggers, Youtubers, Instagrammers, etc. who have become established professionals in their sector. They create high-quality content - specific topic or industry. Their loyal audience has grown over time and spontaneously

Celebrities (over 500,000 followers) - Celebrities well known and loved all over the world. Brands that can afford to hire

them influencer marketing campaigns are generally already top players in their target markets. Celebrities were probably the first influencers when the phenomenon had not yet taken this form. Similarly, once the influencer has gained notoriety, he can be considered a celebrity in all respects.

* Classification proposed by the American association Ana (Association of National Advertisers) in 2018.

INFLUENCER - CATEGORIES 2. Classifications based on the level of influence these individuals are able to exercise.

Social broadcaster - Famous people who have built their popularity outside the net.

Mass influencer - Individuals with a strong social

presence and a large following. The high relational potential, the consolidated reputation, the knowledge on a topic or product, generate confidence.

CATEGORIES Potential influencer - Very active social users

who are committed to building their own reputation. They are competent, passionate and honest, so they are considered a reliable source of inspiration.*

* Classification proposed by Forrester Research in 2010.

MICRO/MACRO INFLUENCER A micro-influencer generally has an expertise and a credibility in the field that the traditional influencer does not always have: deep knowledge of the subject or profession, they can give informed and valuable advice, and for this reason they are trusted and are considered a point of reference by their followers. They are able to create a real relatioship.

Their community gives almost unconditional and active support. This is also provided by behaviors such as response to comments, giving consistent feedback and advice required.

Specific advantages for brands

- Lower investments - Cost-effective investment - Narrow and highly profiled target - Authenticity

INFLUENCERS ANDREA BATILLA GIULIA TORELLI VALERIA ANGIONE

VALERIA ANGIONE FOR DOUGLAS

TYPES OF CAMPAIGNS ONE-SHOT CAMPAIGN MULTIPLE CAMPAIGN COMPETITION / CONTEST UNBOXING COUPON CODES THE AMBASSADORS CO-CREATION EVENT TRAVEL CHALLENGE

THE CREATOR UNION AND AMERICAN INFLUENCER COUNCIL To supervise formal contracts between companies and influencers, the use of correct content and avoid discriminatory practices.

To make relations with companies more transparent.

To provide legal support through the control of contracts and access to materials that help negotiate appropriate fees.

To give advise with policies, business and advertising strategies.

Unionizing the category can also ensure greater guarantees for companies.

BRAND COLLABS MANAGER

4. INFLUENCER MARKET AND COVID-19 According to the analysis of Business Insider Intelligence, it has emerged that the market of influencers today is worth 8 billion dollars and will almost double in 2022, to quota 15 billion.

The phenomenon of influencer marketing has experienced an increase never seen before in recent months. It was the Covid-19 that caused this sudden boost.

Especially in the first lockdown, at home, online sales showed a sudden increase.

CHANGES

SOCIAL MEDIA TRENDS 2021 "2020 WAS A DIFFICULT AND DARK YEAR, BUT WHERE THERE IS DARKNESS, THERE IS ALSO LIGHT. THERE IS RESILIENCE, INNOVATION AND CREATIVITY. AND THERE IS ALWAYS A WAY TO GROW BACK. " Words from Tom Keizer, CEO of Hootsuite, with the annual report on global social media trends.

+ 73% of marketers interviewed think that companies should focus on: 1. acquisition of new customers 2. brand awareness 3. conversion of already acquired leads.

Businesses are forced to cut their budgets, using resources to maximize ROI.

-have23% consider physical customer experience important to a good result in 2021.

Companies need to adapt their online presence to fill the gap. They need to offer innovative experiences.

SOCIAL MEDIA TRENDS 2021

SOCIAL CONSUMER’S VOICE

CONSCIOUS SOCIAL & BRAND POSITIONING BUYING IS NOW A SOCIAL ACT THE RISE OF RELIABLE IDOLS SOCIALISING LEARNING

SOCIAL MEDIA TRENDS 2021

MEDIA OPEN SOURCE CREATIVITY

ONE AVATAR TO ROLE THEM ALL PREVENT DISINFORMATION

CONVERSATIONAL MARKETING NOSTALGIA MARKETING BABYBOOMER

SOCIAL MEDIA TRENDS 2021

TRENDS VIRTUAL PRODUCTS MEME

OLD-SCHOOL MARKETING

4 CS OF CORONAVIRUS CONTENT

COMMUNITY, CONTACTLESS, CLEANLINESS, COMPASSION

THE END OF BIG SOCIAL

TIK TOK BECOMES A MEDIA PLAYER

THE RISE OF GAMEVERTISING AND GAMIFICATION

CONCLUSIONS Social media over the years have acquired more and more importance, but in particular the situation created due to covid-19 has caused the internet to burst with news. People felt the need to entertain themselves, communicate, see that other people were in the same situation. This is how the social media and influencer sector has grown exponentially and it is destined to grow further.

CONCLUSIONS

THANKS FOR YOUR ATTENTION

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