September 2, 2015 9:37 am
Published by Kirsty Sharman
Editor’s note:
Download this case study to learn how Vodacom used Influencer Marketing to create online talkability for the music streaming service Deezer, a Vodacom partner
Vodacom wanted to increase awareness with various youth, entertainment and music audiences on why they should consider music streaming and why Vodacom Deezer is the best option. With Deezer being an online download, the objective was to create the conversation online where potential users could access the download easily.
To achieve the goal of igniting online conversation, Vodacom used Webfluential to search for music loving influencers, who could create relevant content about music streaming and Vodacom’s partnership with Deezer that they would share with their audiences. The Webfluential team then briefed the approved influencers, managed the campaign logistics and workflow, tracked the results and reported on the findings.
Once the influencer content starting rolling-out, the campaign hashtag trended on Twitter countrywide and the various blog posts, Facebook posts and Tweets collectively reached nearly 4 million people. Whilst reach is important when your objective is to build awareness, the success of the engagement of the campaign is worthy of highlighting. Over 11, 250 people engaged with the influencer content (that’s over 11, 250 likes, comments, shares and link clicks).
Jeanine Ferreira, Portfolio Manager of Content and Digital Marketing for Vodacom, was impressed with Webfluential and the success of the campaign. “Webfluential offers excellent service and a thorough understanding of Influencer Marketing. They have made our journey into this new way of advertising both exciting and rewarding,” says Jeanine.
Download the Vodacom Influencer Marketing Case Study to find out more.
Share this article
August 19, 2015 1:51 pm
Published by Murray Legg
Whether you’re a blogger or a brand, you’ve grown and refined your tone and approach to creating and sharing content with your audience over a period of time. The topics you discuss, the articles you share and the amount you engage with people is not only an expression of yourself or your brand, but rewarding on a social, personal and economic front.
We recently wrote about the six steps to building a successful influencer marketing plan, outlining best practice to engage with influencers and achieve meaningful results with your influencer marketing campaigns. But what about the best approach to captivating your audience through the content you create and go on to maximize the shareability of your it?
In 2006, while still at the Huffington Post, Jonah Peretti started BuzzFeed with a small amount of seed funding. It’s gone on to become an internet content hub of huge significance. Peretti has experience in creating content that gets huge traction online. Remember 40 Things That Will Make You Feel Old (3.2 million views), and the 45 Most Powerful Images of 2011 (10.1 million)?
We looked into the online forums and business analyses of the BuzzFeed model and have created a list of tips to putting together great branded content.
Emotionally engaging content does best
The reason kittens and memes tend to be shared so much is their innate emotional connection. By exploring the emotional connection of your content with your audience, you’ll have a good shot at it getting traction. Think about a fitness brand doing a piece on the 15 best workout songs, for example.
Target the “Bored at Work Network”
“Bigger than the BBC, CNN or any traditional media network is the “BWN” and is made up of millions of bored office workers blog, Tweet, Facebook and IM all day.” In the new world of networked media, where links passed via social networks can send millions of pageviews to a site in a matter of minutes, Peretti says the bored-at-work network effectively “decides what content is popular today.”
Employ the mullet strategy
Business in the front, party in the back. YouTube, CNN, BuzzFeed and Huffington Post all have an incredible slick front page that’s visual and able to draw people into their content. Behind the front page, users can argue, comment and fight things out in the comments section. Remember, you wrote emotional content to start with, so give your audience an easy way to discuss it.
If your readers are on your website, make it shareable
Every BuzzFeed article has several icons at the top and bottom of its articles, for sharing on StumbleUpon, Google Plus, and Twitter, among others. Users can also pass judgment on a story using BuzzFeed’s proprietary yellow reaction button system, which include “LOL,” “omg,” “wtf,” “fail,” and “ew.”
Seed the content in fertile land
“Big seed marketing” hinges on the basis that content going viral needs to be different to how a disease goes viral. A virus epidemic starts with a single patient, “patient zero” and has a break out from there. But what if there were many patient zeros, based in different networks, giving your content an opportunity to go on to a wider audience?
Assume people aren’t reading your content on your website
“What if you assume people’s home page isn’t your site but Facebook or Twitter or StumbleUpon, or one of these social sites?” Repurpose your content and share it on your social channels to reach a wider audience.
Sign up as a marketer if you would like to find out more or start using our platform to run successful Influencer Marketing campaigns.
References:
http://www.businessweek.com/printer/articles/14770-buzzfeed-the-ad-model-for-the-facebook-era
http://www.techtimes.com/articles/38013/20150306/buzzfeed-make-money.htm
https://hbr.org/2007/05/viral-marketing-for-the-real-world
Share this article
August 5, 2015 4:23 pm
Published by Kirsty Sharman
This blog post was originally written by Ruan Fourie.
Confirming how much you charge for a blog post, tweet or Facebook post, is a question all influencers need to answer.. However, where do you start when determining what to charge for work?
Webfluential’s suggested price guideline
Our platform is really smart. Once you’ve connected all your social media profiles it takes the reach, relevance and resonance of the content you share on your various social media channels and analyzes your data. The reach, relevance and resonance is then matched up with other influencers with similar reach, relevance and resonance. From this, we give you a suggested price, based on what others with similar influencer are charging.
You an see the suggested prices for each of your social accounts when you click manage from your profile page once logged in.
We obviously cannot tell you exactly what other influencers charge for work, but the guideline price is a great resource for a starting point.
Its important to note that you don’t have to stick to the guideline price.
Webfluential Influencers control their price
One of the things we think is extremely important is to give the influencer complete control over how much he wants to charge for work. Be it a blog post, a tweet or an Instagram post, you know your worth better than anyone. Because we give influencers complete control over their pricing, they are always in control.
Writing a blog post takes time. Crafting the perfect tweet takes time. Creating awesome content is easier for some than it is for others, and thus you know best what your time and influence is worth. Making sure you go the extra mile to get the brand the exposure, leads, or sales conversions they want. We will ensure that your price is always justified, no matter how much you decide to charge.
Should I just charge the recommended price?
You should charge whatever you are worth as an influencer. If you want to charge exactly the same as the suggested price, that is fine. But when it comes to setting pricing, there are a few key points to keep in mind:
- Brands are looking for the most bang for their buck. If two influencers have very similar influence but the one influencer charges 50% more than the other influencer, the brand is going to go with the influencer that works with their budget. If they can only afford one influencer and both influencers have the same influence, they are likely going to try and save themselves some of their budget.There will always be exceptions to the rule, but setting up your pricing competitively is essential to getting more jobs.
- You have to offer good value for money. If a brand gives you a job, can they trust that you will do the best job that can be done for your price? Will people click on the link in your tweet? Will people comment on, like and share your Facebook post? Will you do everything you can to drive the brands objectives for the campaign?If you charge $800 for a tweet, your tweet and the engagement your tweet gets must be worth $800. You can be the best influencer in the world, but if you don’t offer the influence-value equal to the price of your work, chances are nobody will give you work.
- Brands like working with pros. If you always have the job done on schedule and the blog post, tweet and Facebook post is perfect, then you make less work for the brand. Brands like when influencers create less work for the brand. Unless your job objective was generating leads, then the brands wants you to keep the leads (work) coming in as much as possible.Working with a pro comes at a price, but brands don’t mind paying the pros. Brands love working with influencers that do a great job.
Our guideline price should give you a good indication on your worth as an influencer, but remember the above factors will impact what you can charge for work.
Why not login to your Webfluential account right now, and review your prices? If you have any questions or comments, feel free to leave them in the comment section below and we can get the conversation going.
Share this article
