Ever since Chiara Ferragni started her blog, The Blond Salad, we've seen some hype about the possibilities she has to offer. influencers promote the brand's products through their own channels.
Initially this was like exchanging a product for visibility on the influencer's social channel, but like everything else, where there is money flow, there is the need and opportunity for a more structured approach.
Today, in 2021, fashion companies are investing a relevant part of their budget. digital marketing budget to promote the brand through influencers. With the Covid-19 pandemic, fashion companies accelerated the transition from paper fashion magazines to digital media.
Social media marketing is effective because its principle is similar to word of mouth, or like getting a recommendation from a friend or someone we trust.
92% of people around the world said they trust referrals from friends and family (earned media) more than any other form of advertising.
This has not changed neither with covid nor with digitalization.
How do we measure ROI in Inluencers?
To find the answer, we need to analyze the expected benefits from social media marketing activities:
- Increase in Brand Awareness: follower count, google research, website traffic
- Increase in Engagement, e.g. questions, posts, comments
- Increase in Online Sales from in-channel i.e. social shopping or e-commerce website
How to organize a social media marketing team
Some companies dedicate teams of community managers to interact with fans on social media. Community managers must have tough skills to interact with fans on social media according to the rules of the channel, but also have a “Customer Service” attitude and “Sales” competencies to deal with customers who may have specific questions. converting ready-to-buy leads through proactive communication.
If a customer asks for the price of a product, the community manager should be able to respond quickly to the customer; this means the Community admin must have the price list, product code if there is an active discount or promotion on that product. , if available in the possible country or geographic area. In other words, the community acts as an online sales assistant.
Which channels should we use?
As we all know, few social media exist and it would be very difficult for a mid-sized fashion brand to be actively involved in the majority. Wikipedia Report about 100 social networks with more than 30 million registered users. If we have to choose which channels to actively manage, we can choose the channels we can manage, which means we can speak the “language of the channel”.
What is the downside of social media for fashion companies?
One of the main risks associated with developing a strong friendship on a social media platform is not having followers' contact information. It is indeed possible for the platform to change at some point, as social networks control everything that happens on their platform, with social media controlling everything that happens on their platform. In the algorithm that determines the visibility of the brands on the platform, this can cause the visibility of brand posts to decrease, which can result in a loss in brand visibility and/or sales.
The reason for this possible change is that social media platforms are free for private users, but need to monetize advertising . And since it is company accounts that pay for ads, social media platforms have an interest in reducing the visibility of company accounts so they invest money in ads to regain lost visibility.
Copyright on social media platforms.
The second disadvantage of social media is that brands give up their rights on the content they upload to social media platforms as soon as they upload them. Both Youtube and Facebook
… a non-exclusive, transferable, sublicensable, royalty-free, worldwide license (consistent with you) to host, use, distribute, modify, run, copy, publicly perform or display, translate, and create derivative works of your content. privacy and app settings). This means, for example, that if you post a photo on Facebook, you give us permission to store, copy and share it with others (again consistent with your settings), such as service providers that support our service or other Facebook Products of yours. to use. This license will expire when your content is deleted from our systems.
… a non-exclusive, royalty-free, transferable, sublicensable, worldwide license (consistent with your privacy) to host, use, distribute, modify, run, copy, publicly perform or display, translate, and create derivative works of your content and application settings ). You can terminate this license at any time by deleting your content or account. However, if you shared it with others and they didn't delete it, the content will still appear. instagram
What KPIs can we use to measure the performance of social media marketing?
Let's split KPIs into Microconversions and Macro-conversions : The first thing we want to track is obviously the number of followers we've gained through the social media campaign, followed by the number of comments and sales .
This is good but not enough. We also need to evaluate the quality of engagement, quality is determined by how relevant the comments are. If comments are made solely for the purpose of providing visibility to the commenter, they are not qualified comments.
Reviews that you think are relevant are comments such as where can I find the product, how much does it cost. Or people who like and tag other people, their friends,
word of mouth .
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