Katharina Faber is Senior Concept Designer at Social Match, Germany’s leading influencer marketing agency.
Social Match connects brands and influencers on a national and global level.
After giving you an overview of the 5 steps Social Match uses to execute thrilling and efficient influencer marketing cooperations (onboarding, planning, matching, execution, and evaluation) and talking to an expert about the onboarding process, we now focus on the planning of campaigns. Katharina Faber talked to us about the distinct stages of the planning process.
Hello Katharina, thank you for taking the time to talk to us about the planning process at Social Match!
Your colleague Louisa told us about the first step of your influencer marketing campaigns, the onboarding. Planning goes deeper into the process. What is the purpose of planning and why is it essential for influencer marketing campaigns?
After completing the onboarding process, we start with the actual planning of the campaign. This step is all about processing the information we gathered during the onboarding and forming a strategy from these findings.
The planning is crucial for the success of each campaign since we at Social Match aspire to develop individual solutions for each customer. Only if the strategy is aimed at the appropriate target group, is executed on suitable platforms and is uniquely directed towards the brand, we can achieve the best results.
How exactly do you proceed during the planning process and what does it include?
The exact process and the distinct aspects of planning are determined by the sort and the scale of each campaign. The most common campaigns are related to product launches. For these, we put our focus on the brand and its products by empathizing with the customer and, for example, figuring out which brand characteristics we want to emphasize and which product features we will highlight.
Next, we concentrate on the target group of the campaign for example by subdividing it, for example regarding age, consumer behavior, social media behavior, and customer journey. Based on this data combined with the information from the onboarding questionnaire, we define personas. These personas are a means to visualize the target audience and help us to fully understand the behavior of the target group.
With the help of the personas and all the information we assembled previously, we work on the strategic objectives of the campaign. Usually, these are segmented as awareness (raising the knowledge and perception of the brand), pull (increasing the popularity of the brand), and conversion (driving sales or stimulating any kind of action of the consumer towards the brand, such as website visits). To us, it is important to emphasize that a campaign can accomplish more than one of these objectives. Some strategies are even aimed at reaching all of them.
Possible campaign goals (example of a campaign focused on awareness and pull)
Based on the sort of campaign, we then decide which social media channels are suitable for the target group and the campaign goals and how the campaign concept looks like in more detail. Concepts can range from basic product placements to strongly creative campaigns.
Afterwards, we identify and analyze suitable influencers for the respective strategy in the course of the matching process. The last step is to assess the campaign results based on previously determined KPIs.
You already mentioned strategic measures. Which measures are possible for campaigns?
Measures range from product placements or content generation to long-term strategies, for example always on methods. The graphic below shows the dimension of potential measures we can choose from for our customers.
Examples of strategic measures of Social Match
Depending on the campaign, it can be advisable to combine several measures or to develop a completely individual solution for a customer.
How do you proceed with different customers individually? Is there an all-in-one solution suitable for each and every brand?
It is important to us that we handle each and every customer and campaign completely individually. In general, we get new insights and knowledge from every campaign and we use these learnings to apply them for upcoming campaigns and future customers.
Additionally, we empathize with each customer intensively to optimally understand the brand and its desired objectives. For us, this is the only way for guaranteeing the best possible results for our customers.
If you are excited to learn more about influencer marketing strategies and how to use the 5 steps for your company’s benefit, stay tuned and explore the upcoming articles of this series!
This series was developed in cooperation with Social Match, Germany’s leading influencer marketing agency.