4 tips for planning a social influencer campaign
As Instagram continues to grow in popularity, so do the advertising opportunities for businesses. Social influencers are a great way for brands to hone in on certain audiences and utilize the new kind of “celebrity” endorsement to promote their products and services.
Just like planning and creating a digital ad, developing a social influencer campaign for your brand requires a lot of careful decision-making. Here are three tips for putting together a successful social influencer campaign:
- Choose wisely: The social influencer world has grown so much that brands now have the opportunity to get hyper-specific when deciding what audiences they want to target. Within the “food and beverage” realm, these influencers can be divided into a variety of categories. Your audience eats healthy food, but are they vegan? Are they vegetarian? Do they live in a specific region in the U.S.? Do they cook or are they more likely to eat out? Are they on a budget? Do they eat healthy to lose weight or because it makes them feel good? Each theme can be narrowed down, and it’s important your brand has a detailed target audience so you can find the influencers that match your specifications. This will result in better results for your campaign.
- Be aware of other sponsorships: Branded content on Instagram is extremely common these days. Before reaching out to an influencer, take a good look at their feed and see what other brands they’ve worked with. If they’re often promoting junk food brands, they might not be the best fit for your healthy food brand. If they’re consistently posting one of your competitor’s products or services, they could have a partnership with them and may not be open to similar opportunities.
- Plan + budget thoughtfully: Depending on the type of content you’re asking for and the number of followers an influencer has, the costs will vary. Some influencers charge a high-dollar amount for one (yes, one!) product placement, whereas some influencers will create an entire whole video campaign for you at a more affordable cost. Before approaching an influencer, make sure your brand knows what kind of content it would like the influencers to produce, the amount of people they want to reach, and how much they’re willing to spend.
- Create a realistic timeline: If your brand is integrating social influencers into a larger campaign, it’s important that you flesh out a detailed timeline for deliverables and approvals. It’s crucial that you set realistic deadlines and keep both the influencers and the brand on-schedule to execute the campaign successfully.
Most importantly, have fun with it. If you have an Instagram account, chances are you already follow an influencer or two. Seeing the business side of the operation can be a fascinating learning experience, and their followers could really benefit from your brand’s products and services. Make smart decisions, plan carefully, and enjoy the ride!
Important lessons for effective risk communication
I was grateful to have attended a risk communications workshop at Maga Design this past week where I was trained in Dr. Vince Covello's Pivotal Communication program. Dr. Covello is a leader in theoretical crisis communications and has worked with corporations and government organizations all over the world to develop effective messaging for their crises. I am so grateful for kglobal and Maga Design for giving me the opportunity to learn more about the science of communication and further my skills. I learned so much over the course of the workshop, but there are three lessons that really stuck with me:
- Effective crisis communication is based on science. Communicating in a way that calms and informs your audience during a crisis does not have to be fake or sugar-coated if you do it correctly. It is not tricking people into believing certain information when they're in a vulnerable state. It is about understanding the science behind what goes on in their mind and how they interpret information, and building a message that they will be able to interpret correctly.
- Under stress, the brain functions at about 4 grade levels below its normal ability to process information. When you perceive risk, you can't hear or process information the same way you do when you're in a calm situation. It is not a personal problem, it is a brain function that happens automatically. It is important that we tailor our messages in a way that respects people's understanding of what we're saying when their brain is in that state.
- People typically want to know that you care, before they care what you know. Whether your company dragged a person off of a plane, or your CEO verbally attacked an employee, the absolute first thing you say must be a statement of compassion. In order for the public to ever accept your apology, you have to show empathy towards those impacted by your company's actions. They don't want to hear your plan to fix the problem or your statistics on how the company has improved yet– they need to trust that you care, before they trust that you're going to make it right.
Being informed about how to effectively communicate in a crisis goes beyond the public relations industry. These lessons and strategies can be applied in everyday social situations and impact how we communicate with others on a personal level. I'm so thankful to have attended this training and I'm looking forward to applying these skills in the office and in my own life.
5 Great brand activations for international women's day
It’s International Women’s Day, and we love seeing the creative ways brands are celebrating. We’ve rounded up five of our favorite campaigns celebrating women across the globe today:
Out of New York City’s 150 public historical statues, only five depict historical female leaders. Old Navy let them shine today by adorning Eleanor Roosevelt, Gertrude Stein, Golda Meir, Harriet Tubman, Joan of Arc, and the Fearless Girls’ statues with stunning floral installations. Not only are the flowers a bright touch amidst this brutal East Coast weather, but a gorgeous way of honoring these women and their messages. Bonus points: Old Navy put aside their brand and really celebrated this important day.
For the first time ever, McDonald’s flipped its Golden Arches from an “M” to a “W.”
“We flipped our iconic arches for International Women’s Day in honor of the extraordinary accomplishments of women everywhere and especially in our restaurants,” said Wendy Lewis, McDonald’s Chief Diversity Officer, in a statement.
Although there’s been mixed reactions to this activation, it’s still exciting to see this kind of large-scale project from such a major brand.
“With 86% of US moms worried about the type of role models their daughters are exposed to, we are committed to shining a light on empowering female role models in an effort to inspire more girls,” Barbie tweeted yesterday in preparation for today’s product launch.
In honor of women everywhere, you can now purchase Amelia Earhart, Olympic medalist Chloe Kim, Wonder Woman director Patty Jenkins, and 14 other female heroes in doll form. These dolls have been impressively designed to look extremely similar to their real-life counterparts and are a great example of how far Mattel and the Barbie brand have come over the years.
The brand has been represented by its iconic male figure for over 100 years– until now. In honor of Women’s History Month and International Women’s Day, The Johnnie Walker Black Label has launched its “Jane Walker Edition.” The bottle features a female figure, and for each bottle produced, the company will donate $1 to nonprofit campaigns that support women’s movements.
If you Google any of your local businesses, you’ll be able to see information about their store hours, nearby parking, and other information right on the Google search page. Starting today, you’ll also be able to indicate if they’re owned, led, or founded by women. This function will automatically pop up as a way for Google to celebrate female entrepreneurs. Want to go support your local female chefs and shop owners? Go ahead and search!