#DMF12 - Andrei Rosca
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Transcript of #DMF12 - Andrei Rosca
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Drumul de la brief la
implementarea campaniilor
cu bloggeri
Andrei Rosca
general manager SPADA
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Cum se intampla in mod normal o campanie? si cam cat de normal e asta, de fapt
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Pasi si provocari
1. Obiective-Buget-Idee 2. Identificarea bloggerilor 3. Negociere bugete + contracte 4. Planificare & Deadline-uri 5. Management campanie 6. Raportare
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1/6 Obiective-Buget-Idee
project management
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1/6 Obiective-Buget-Idee
idee creativa
obiective buget
campanii pe bloguri
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1/6 Obiective-Buget-Idee
Provocari 1) cat de bine intelegem social media? 2) avem sau nu nevoie de consultanta?
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2/6 Identificarea bloggerilor
Provocari 1) Know-how despre bloggeri 2) E credibil pe nisa noastra? 3) A promovat produsele concurentei? 4) Ce fel de feedback primeste? 5) Livreaza conform asteptarilor?
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3/6 Negocierea bugetelor & contracte
Provocari 1) Bloggerii nu sunt companii. Se asteapta sa
primeasca banii cum primesc salariul. 2) Bloggerii nu sunt companii – partea a doua.
Contracte, taxe si curieri. 3) Cat costa un articol la tine?
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4/6 Planificare & Deadline-uri
Provocari 1) evenimente care se intampla in acea perioada, despre care clientul nu stie. 2) bloggerul X e plecat din tara sau e implicat in alta campanie, fix in acea perioada.
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5/6 Management campanie
Provocari 1) Scrierea briefurilor pt bloggeri, fiindca nu-s
agentii, nu au know-how de marketing sau PR.
2) Respectarea deadline-urilor
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5/6 Management campanie
Luni, 30 ian: Buna dimineata X, Ai mai jos mailul initial despre campania CLIENT si atasat un document cu mai multe detalii. Cum spuneam, primul articol, despre primele doua CEVA, trebuie sa apara saptamana viitoare. Miercuri ar fi ok pentru tine? Saptamana frumoasa, Raluca
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5/6 Management campanie
Marti, 31 ian (a doua zi) Buna Raluca, Am sa scriu postul azi si iti dau pe mail, ca sa il putem publica maine. ok? Blogger
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5/6 Management campanie
Concurs celebru pe bloguri anul trecut. Din 4 bloggeri, la 8:30, 3 dormeau. A castigat al 4-lea.
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5/6 Management campanie
Cel putin 3 bloggeri din A-list au nevoie de 4 remindere inainte sa faca ceva. Unul dintre ele cu 3 minute inainte sa faca. Altfel uita.
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5/6 Management campanie
Intr-o campanie obisnuita, schimbam cu fiecare blogger cel putin 10 mailuri + 2 telefoane. La o campanie cu 10 bloggeri, sunt 100 mailuri si 20 de telefoane. Plus 10 contracte, dus-intors.
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6/6 Raportare
Provocari 1) obtinerea datelor + feedback de la bloggeri. 2) know-how despre ce poate fi masurat in campanie si cum se coreleaza cu obiectivele. Cum stim daca a fost bine sau nu? KPI-uri.