Digital branding & influencer marketing

What are the 2 types of ecosystem components?

• Organic branding: refers to non-paid and natural growth of brand through authentic engagement, WOM, high-quality content. Involves strategies like social media SEO and community building to create a strong brand presence over time. Relies on trust and LT

• Paid campaigns: are marketing efforts, involves financial investment to promote a brand, product, or service. Includes digital ads, influencer collaborations and sponsored content. Offers immediate visibility and targeted reach, making them effective for short term goals.

Explain the PESO

Paid media

Earned media

shared media

owned media

What means unique social media?

A brand doesn’t need to cover everything but understand which is important.

Different markets are composed of different social media.

What are the influencer pyramid?

Nano = less than 10k

micro= between 10k and 100k

macro= between 100k and 500k

mega= more than 500k

→ less = more engagement

→ more = more visibility

What are the differences between influencer ambassador and UGC creator?

• Influencer: creator content, based on ability to reach, haven’t use the product before, short-term relationships, online, payment, less exclusivity

• Ambassador: fan of the brand, based on existing love for product, actively use the product, long term relationships, online & offline or bathe, free, more exclusive

• UGC creator: short term cooperation, cross channel strategy-using content yourself in your own media mix

What is friendfluencer?

a customer of your brand who spontaneously commits to creating content

What the content of the creator economy? (3)

• narrative: branded content ads (authentic)

• short term contents: video content

• automation tools: optimize in the content creation & delivering process

What are the 3 content strategies?

• 4Es

• AIDA

• 3Rs

Explain the components of AIDA.

• Awareness: capture audience’s attention with eye catching, messages

• interest: maintain the interest by providing relevant and engaging info, can be done through storytelling, unique selling points

• desire: customer want the product by demonstrating how the product solves the pb and enhances the lifestyle

• action: final step is driving the customer to take action, signing up newsletters, following on SM

Explain the components of 4Es.

• educate: provide useful and relevant info that helps them save a pb or achieve a goal

• engage: the content should engage audience, encouraging them to a conversion or take action

• entertain: be entertaining and enjoyable, more likely that audience engages

• empower: providing additional value such as offering exclusive insight

Explain the components of 3Rs.

• Reach: refers to the number of people an influencer can potentially impact, mainly determined by the number of followers

• Relevance: how well the influencer’s content align with a brand message, value and target audience

• Resonance: level of engagement and impact an influencer has on his audience, includes likes, … car engagement rate

How run an influencer campaign?

1) strategy: define objectives, target, channels

2) selection influencers: identify key

3) campaign brief & contract: collaborations set up, connect, deliverable
4) content creation: nurture, influencer, relationships

5) reporting: track campaign, report, analyses

How measuring influencer brand success? (3)

• Qualitative/ quantitative

• trigger/ ease sharing/ rewards (why easy to share)

• Knowledge= image (NPS scored, average brand perception raking) x connection (consumer retention rate & engagement on social media)