個案資料

Social media influencers have been at the peak of pop culture for the past few years, everyday people suddenly becoming celebrities and influencers for Millennials and Generation Z. Calling themselves creators, influencers now exist in every industry and have widespread, highly engaged followings; many companies are eager to work with them to build their brands. This text offers an overview of influencer marketing, focusing on collaboration between organizations and influencers. Brand managers, agency professionals, new influencers, and students will particularly benefit from this book, gaining practical advice and learning from examples in areas such as the Creator Economy, typology of influencers, and considerations for campaign design. A valuable introduction to the influencer marketing ecosystem and the influencer marketing relationships framework, Celebrity 2.0 shows how content marketing, native advertising, and influencer marketing can effectively come together. Chapter 5 discusses how to design an effective influencer marketing campaign. Before designing a campaign, companies should conduct an audit of all their current digital assets to make sure further marketing efforts can make a difference. Goals should be outlined following the SMART format; an overview of the consumer journey is offered in relation to campaign objectives. Defining the target market is essential; buyer personas can assist in that endeavor. A thorough discussion of choosing influencers is provided, giving tips on how to look for influencers, metrics that should be considered, and how influencers may view partnerships with brands. Several social media platforms are examined, and a deeper look at Instagram, TikTok, and YouTube-the top three influencer platforms-is offered. Various structures can be used for campaigns; it's vital during any campaign to measure success and pivot when needed. An example of going through the design process for an influencer marketing campaign is given.

• Advertising campaigns
• Digital marketing
• Marketing
• Advertising strategy
• Advertising media
• Marketing strategy
• Social media
• Advertising