Influencer marketing
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Transcript of Influencer marketing
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INFLUENCER marketing
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http://bit.ly/1TCyVM0
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La palabra "Influencer" o influenciador se asocia a las
personas que manejan comunidades y logran a través
del liderazgo en internet a través de plataformas, especialmente en redes sociales, generar opinión y
convertirse en referentes, ejemplos a emular y/o seguir.
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Tipos de Influenciadores
-Youtubers -Twitteros
-Snapchatters -Facebookeros -Instagrammers
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¿Cómo comienza?
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Marketing Político, donde en 1940 se da una primera aproximación a la teoría en “The People´s Choice”;
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-Cadena de suministros (Minoristas, fabricantes, etc) -Influyentes de valor añadido
(Periodista, académicos, analistas, asesores)
Categorías (1940)Influenciadores
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Hay ciertas pulsiones presentes en la sociedad, la cual genera la cultura, frente a la cual nosotros los seres humanos generamos dos tipos de instintos: Las pulsiones personales de vida y de muerte. ** Instintos de agresión: Muerte (Thanatos). ***Instinto de la libido: Amor (Eros).
Freud – Malestar en la Cultura
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Existen diversos métodos para evitar el displacer:: 1. La soledad buscada: Alejarse del mundo. 2. Ser miembro activo de la comunidad: Trabajar con todos y para todos. 4. Inhibir las mociones pulsionales: Reprimir. 5. Desplazamientos libidinales: Elevar placer de un trabajo intelectual.
Freud – Malestar en la Cultura
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6. Aflojar el nexo con la realidad. 7. Romper con la realidad. 8. El arte de vivir: Independizarnos del destino; Satisfacción proviene de procesos internos. El amor es el punto central (Amar y ser amado).
Freud – Malestar en la Cultura
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Desde la psicología comienzan a preguntarse: Qué puede llevar a una persona a decir sí, ante el requerimiento de otra. El libro rescata las siguientes categorías: La reciprocidad , la coherencia, la prueba social , el gusto , la autoridad y la escasez.
2001- “Influence: Science and Practice”
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Se asocia el concepto a promotores y detractores. Aquí el contenido generado sobre la “keyword” solo está en inglés.
2006- Harvard Business School “The ultimate question: Driving good profists and true growth ”
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2011 Youtubers
Instagrammers Snapchatters
Facebookeros
Twitteros
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Se generan plataformas para “Gestionar contenidos” y establecer alianzas entre marcas e influenciadores. Las principales son: Kred, Klout y Alianzo.
2014- Grupos y artículos en español
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• (DANE, 2015) 22.787.000 colombianos utilizan internet y de estos, 14.413.000 utilizaron redes sociales.
• (DANE, 2015) Utilizaron internet por rango de edades, de 12 - 24 años 8.763.000 personas.
• (Euromonitor international, 2015) El valor de las ventas minoristas en internet estuvo en COP15.1 billion (US$993 million) en 2014
• Maqui015, youtuber colombiana tiene 645.516 suscriptores a su canal. Maqui015 (2016) “Hago videos de maquillaje, peinados, uñas y moda.”
2015 – Tamaño del mercado
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influencersfilm.com facebook.com/influencersfilm
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La interacción entre los actores de la comunidad, son los que estructuran la influencia social se centra en el cumplimiento y persuasión de los miembros insertos en la sociedad,
que son atravesados por la cultura.
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People Economy = Orange Economy https://vimeo.com/116916916
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¿Quéhacer en
cada red?
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GROWTHHACKING
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A. Invitar Amigos B. IMPORTAR bd (5.000 CONTACTOS)
C. MaILING (Mailchimp) ---> Arte Gráfica (Enviar por correo) D. Colaboración (amigos / Influencers)
E. Pauta
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TwitterA. 12 Tweets x día (Hootsuite) B. Linsk Acortados / Hashtags
C. Retweets / Follow / List D. https://www.tweetfavy.com/
E. Pauta
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InstagramA. Follow x follow
B. Buen Contenido (Actualizar) C. Hashtags
D. Seguir / Like / Comentar E. Instagress (https://instagress.com/)
F. Pautar
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¿Cómo sé que es uninfluencer?
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Reglas paracumplir
1. Generan conocimiento de valor sobre un tema, se especializan,
logran compartir ese conocimiento.
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2. Manejan comunidades, donde logran impactar,
trascender (reach) la comunidad.
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3. Algunos de ellos no son conscientes de su poder, o lo tienen sin buscarlo. Son líderes en un sector,
crean tendencias y las comparten en sus medios digitales.
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4. El contenido y la cantidad de seguidores, su alcance e impacto, son de suma importancia.
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5. Consumidores de nuestra cultura, (georeferenciada).
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¿Dónde consigo?
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Categorías (2016)Influenciadores
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Categorías (2016)Influenciadores
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Categorías (2016)Influenciadores
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Cuánto Vale
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¿Qué los mueve?
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COLOMBIA
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Herramientasa utilizar
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REPOST APP
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FOLLOWER +
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Instatrack
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Grab for Instagram
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Primary for Instagram
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Instagressfor Instagram
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Schedugramfor Instagram
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Tweetfavy
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Botize
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HerramientasMedir
Influencia
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AppMonetizar
Influenciadores
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Fluvip
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MidGame
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“Compartir”
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:)