Check out these insider influencer marketing tips from Nayara Ruiz, Social Networks Manager for Banco Bradesco - one of the largest banking companies in Brazil!
She develops programs to strengthen the connection between the bank and people who truly engage with the brand in the digital environment by encouraging the production of independent content across platforms. Nayara has coordinated content production operations around events such as Torch Relay, Rio 2016 Olympic Games, and Lollapalooza Brazil 2018. We wanted to get her thoughts on how brands can collaborate with influencers to create successful marketing campaigns. Here’s what she had to say about collaborating with influencers:
Bradesco started their collaboration with ‘co-creators’ and ‘creators’ in 2011. So our maturity level with influencer relationships is already quite advanced compared to the rest of the market today. We made mistakes at the beginning and we have learned a lot from them. I understand that any brand can establish brand consistency with content creators from the moment they understand the purpose – the essence of the campaign.
Collaborating with influencers to share brand messages enables a brand to reach niche audiences and particular target groups. At the same time, it is a way for an influencer or content creator to share the brand image or belief of the organization with their communities. It’s as if the brand was lending its voice to someone who would genuinely reassert a truth that the brand believes. A truth that is also reaffirmed by the person who was chosen to carry that message to the people.
All industries can achieve incredible outcomes with content creators. Just respect the perspectives, not only of the creator, but also of the audience that will be impacted by the posted creative. I always like to mention the 5 steps of co-creation, which fits any brand, from any industry.
1. Shared purpose – the brand must have a clear purpose when sharing a particular message. The content creator that is chosen to create that message does not only need to understand this purpose, but also believe in it so that the message will be genuine. This is what we call a matched purpose.
2. Approach – the first contact with the creator must be sincere and transparent. He or she must know what brand is behind the campaign, understand what the desired goal is, why they were chosen, and, most importantly, if they see the sense in being part of it at all.
3. Creative freedom – the creator has an authentic way of engaging with his or her community. This is certainly one of the reasons why brands want in on the action. Therefore, creative freedom is important so that the content is not ingenuine or distant to the audience.
4. Security and well-being – it is the responsibility of the brand to protect the creator from any branding issues. Questions and complaints should not be passed to the content creator.
5. Be a defending agent – during the internal discussions or guidelines used for approving and defending the campaign proposal, the creator will likely not be present. It is the role of the manager who approves the campaign to defend the creator, because shouldn’t be seen just as form of media, but a valued content producer that also distributes the content.
I always say that we are all influencers – from my grandmother to the TV news host. What often happens is that we impact each audience at different levels. There are people who have a large audience and others who do not, but they influence others in the same way. The big difference between the creator and the influencer, is the way he or she thinks of the content logically. He does not simply publish a funny post and post it on a platform. He researches, directs the photo or video and captures it, needs to edit the material, thinks about the impact it will have, defines the distribution strategy, and interprets the results to understand whether or not it performed well through engagement. Anyway, he/she is not just a media repository and a distribution platform. He/she is so much more than that because of the technique utilized or because of how proficient they are. To define which profile the brand wants, they must first define the purpose of that campaign and the objectives; whether it’s awareness, engagement, talkability, relevance, or share of voice etc.
The biggest mistake I see that brands make is evaluating creators only from one metric, which is usually the size of their audience/subscribers. That is, marketers are looking at the reach of the voice, but fail to evaluate other things like quality of content, engagement, conduct, values, whether they’re a subject matter expert, past behavior e.g. scandals or a negative reputation, and relevance within that particular industry. It is much more, unfortunately, a media strategy than content and co-creation.
Metrics completely depend on the purpose of the campaign. They can be endless. Each strategy must be based on a goal. I may have more performance goals, hence I will evaluate metrics such as site visits, referral traffic, registers, newsletter subscriptions, click through rates, downloads, sales, etc. If the campaign has an awareness goal, let’s look at the reach in networks, talkability, share of voice, etc.. But what matters most is the health of the brand and the positive sentiment around it. This, for Bradesco, is what guides everything we do. Our average positivity is currently 87%, which for a bank, is something well above the curve. We can achieve this percentage because we take care of the message that we are going to share, how we are going to campaign and what audience we are targeting. And always, the goal and purpose of Bradesco’s mission and brand is to create a connection with our community in a genuine and fluid way.
Understand the purpose of your brand – its truth. From there, put all of your effort into being authentic and, in a fluid way, generate deep and meaningful connections with people through relevant content that makes sense and adds value to their lives.
I envision a place where the process of co-creation happens without friction, in an organic way, with both sides being respected. I imagine people/online communities at the center, guiding any and all communication which will be delivered consistently on whatever platform and format.
Nayara Ruiz, was nominated in YOUPIX Builders 2016, as one of the 30 most influential people in digital in Brazil, and was part of Forbes’ “Under 30” in 2017, which recognizes personalities and professionals who have excelled in their fields.