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VaynerX Presents: Marketing for the Now: Unlocking Creators and Culture
16 ideas de marketing sacadas de «VaynerX Presents: Marketing for the Now: Unlocking Creators and Culture», de GaryVee. Sobre todo de estrategia de…
- 16 ideas despiezadas
- Fuente GaryVee
- Dura 1 h 09 min
- Publicada en 2024
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Cuando algo despega organico, no lo reemplaces con un ad: paga al creador y sube el presupuesto detras
Canales de adquisiciónLa directora de marca de Mesa cuenta el caso de Being Frenchy: una influencer creo contenido mencionando por casualidad que conocia a la fundadora Ashley Tselle; el equipo lo detecto tomando traccion, facilito rapido una respuesta ('stitch') de la propia Ashley, y en 48 horas el par de videos genero 4 millones de vistas y mas de 500 mil me gusta. En vez de lanzar un anuncio pagado nuevo, le pagaron a la creadora por…
absolutely so number one thing and it was um we started the year with being Frenchy going viral with one such content piece you know and it was just and actually saw the impact of that on Revenue as well literally two weeks in a row you saw greater than your typical run rates in terms of growth rates right so you you see a direct linkage and gives you more confidence that what you're doing is actually working so what happened was uh we of course you know as part of our mailing list of creators that relevant right and one of the influencers um created the content piece and she happened to be a…
Escúchalo en el minuto 25:08
Los eventos son maquinas de contenido: lleva a tus creadores y produce cientos de piezas de una vez
Estrategia de contenidosVisa cuenta que patrocinar eventos grandes (como los Juegos Olimpicos) no es solo visibilidad: usado a proposito, un evento permite producir cientos o miles de piezas de contenido evergreen de una sola vez, lo que baja el costo real de alimentar la maquinaria de contenido social. Dell lo confirma desde otro angulo: lleva a sus creadores socios fisicamente a sus eventos propios (Dell Technologies World) y a eventos…
I think marketers have an amazing opportunity around what kind of content you can create on an event if you do that purposefully and you think about create content with strategy and then also create an evergreen content um only is it a smart um use of those dollars and a way to connect to people it's really important because it also helps you drive down the cost of creative I know every person listening think one of the things that you guys have done extraordinarily well is use all of your sponsorships and your events um not only to Showcase creators but use it as an opportunity to create…
Escúchalo en el minuto 16:23
Cada plataforma premia un formato distinto: fuentes en la imagen en Instagram, video con pantalla verde
Estrategia de contenidosGary explica que la proxima frontera del alcance organico es la 'ciencia detras del arte': por que ciertas fuentes de texto sobre imagenes funcionan mejor en Instagram, por que los primeros tres segundos tienen que verse de cierta forma en Facebook. Senala dos formatos que en ese momento estaban sobre-indexando el promedio de alcance organico: imagenes con texto superpuesto en Instagram, y videos de pantalla verde…
like when I think about the new book day trading attention I think about its platform and its culture obviously we'll point platform why is live streaming matter to me why are images with certain fonts working on Instagram why do the first three seconds of this have to be like that on Facebook so creative strategy the science around the art is the next Frontier of battling for organic reach brand awareness relevance and occasional virality and um I'm a question like of the second uh images are over indexing on Instagram again in a way that's interesting um uh green screen videos so taking an…
Escúchalo en el minuto 5:48
Chipotle convirtio un hackeo de creadores en un producto real, y dejo que ellos mismos lo promovieran
Oferta y precioPearpop cuenta que unos creadores de comida en TikTok popularizaron un 'hack' casero -quesadillas con vegetales de fajita- dandole una nota perfecta. En vez de ignorarlo, Chipotle lo convirtio en un producto real de edicion limitada, disponible solo por la app, y luego uso creadores para promocionar ese mismo producto que ellos habian inspirado. El resultado fue el mejor fin de semana de ventas digitales de la…
involved with last year for Chipotle um and maybe anyone listening heard about this Keith ailla Keith Lee and Alexis Frost it kind of happened organically on Tik Tok and this is kind of the beautiful thing about creators is sort jumped on what was basically a food hack on Tik Tok um prominent food creators were creating these sort of like quesadillas with fajita vegetables in them uh and giving it a perfect 10 score all this kind of stuff and rather than sit idly by Chipotle actually created this as a menu item that was available on a limited basis and then we used creators to promote this uh…
Escúchalo en el minuto 42:08
Vender el combo que disena el creador, no solo mostrarlo: el caso del Dia Nacional del Lapiz Labial de MAC
Estrategia de contenidosMAC noto que los creadores ya combinaban sus productos de labios en sus propios videos, asi que para el Dia Nacional del Lapiz Labial se asocio con tres creadores para que disenaran combos oficiales de labios, y los vendio directamente en sus canales propios de venta directa al consumidor. La campana hizo que el EMV (valor de medios ganados) de la marca subiera al puesto 5 y luego al 3 segun Tribe Dynamics en julio…
to connect to our younger fans during National lipstick day so anyone watching lip content on Tik Tok will always see Mac in a lip combo whether it's a creators in their content so we tapped into this trend and partnered with three creators that created their own uh Mac lip combos that we sold in all of our director channel uh directed consumer Channel channels for for National lipstick day um our partners were jod Woods we had Cindy Kimberly we had uh overwhelming it was amazing we saw creators artists consumers uh all running really to buy that Creator lip combo set and they created a lot…
Escúchalo en el minuto 46:33
Marca y posicionamientoGary dice que hay que darle libertad creativa total a un creador elegido -si no te gusta el resultado no lo pagas y lo cancelas, pero no intentes controlarlo de antemano, porque tu marca ya no esta bajo tu control: basta con buscarla en Instagram o TikTok para comprobarlo-. La directora de marca de Mesa lo amplia con una lectura historica: la comunicacion de marca paso de ser unidireccional (comerciales de TV) a…
yeah I mean you have to give them complete freedom and every brand doesn't want to do that if you don't like what they're going to do then you don't have to pay them and you can cancel it but you've got to let them have freedom because they built their Audience by knowing Their audience and they know it will be authentic and your brand doesn't want to be associated with them anyway if they mail it in that's what a bad endorser is influencer is so the the one thing I would say to everybody is you got to let go your brand is not in control with you to begin with now go search your brand on…
Escúchalo en el minuto 4:55
Antes de correr un programa con creadores, anuncia que resultado de negocio esperas lograr
Medición y experimentosEl CMO de Pearpop explica que cada vez mas marketers deben rendir cuentas sobre resultados de negocio reales, no solo metricas de la parte alta del embudo como impresiones o interacciones. Recomienda disenar los programas de creadores para que hablen el idioma del negocio y no solo el de relaciones publicas: predecir y anunciar de antemano ('call your shot') que impacto de negocio se espera del programa, en vez de…
alignment but what's going to happen you know beyond sort of upper funnel metrics like Impressions uh you know engagements things like that I think a lot of marketers now are being gold on actual business performance and so being able to design programs that don't just speak kind of like the pr language but speak business um and be able to design programs that really move the business um predictably like call it beforehand right call your shot it's really kind of important um and so we help marketers really think through how to design these successful programs um that that move
Escúchalo en el minuto 38:18
Detecta a los creadores que estan explotando en tiempo real, antes de que se vuelvan caros
Canales de adquisiciónMAC identifico a un creador que paso de 30 mil a 4 millones de seguidores en solo cuatro semanas haciendo videos desde su auto, y se puso en contacto con el de inmediato mientras seguia creciendo. Construyeron un concepto simple y autentico junto a su comunidad ya existente, y el video resultante logro 1.6 millones de vistas. La tactica es monitorear activamente quien esta creciendo explosivamente ahora mismo, no…
year uh prea came on our radar I don't know if you know him but um he's got this these devotees called Pooky um and he started out making videos from his car in four weeks he grew from like 30,000 to 4 million followers really amazing uh and fans really embraced his his demeanor and loved his authenticity and he built a personal connection with them um so we reached out to him he landed on this very simple creative concept to tell the world that Pooky is actually a Mac girl um so he filmed some things in store Tock faves and they had 1.6 million views on the video which is incredible so you…
Escúchalo en el minuto 47:47
Combina datos de tendencias con relaciones humanas para predecir la cultura antes de que explote
Medición y experimentosMAC describe su sistema de 'matematica y magia': un equipo global de tendencias que combina herramientas de escucha social y busqueda con relaciones profundas en moda, cine, musica y editorial para detectar que esta por explotar. Asi predijeron la tendencia 'soft goth' antes de que la serie Wednesday de Netflix la llevara al mainstream, y en cuanto la serie genero el pico de interes, movilizaron a su comunidad de…
social media and our agile approach really is to meet consumers at their Pace that starts with um our Global Trend team you know they Source Trends through a combination of math and Magic leaning on social and and search tools as well as inputs from our extensive relationships in in fashion and in film music editorial we've got artists all over the world so we're constantly getting data and input uh that we understand we understand when something's really bubbling up and uh with their help for example we predicted um the soft goth Trend that really took off last year soft goth glamour was on…
Escúchalo en el minuto 50:34
La estrategia de creadores no es una plantilla: se arma alrededor de quien es el fundador de cada marca
Marca y posicionamientoLa misma directora de marca describe como, con el mismo equipo y los mismos KPIs, construye piramides de creadores completamente distintas segun cada marca: para Christin (fundadora estilista de celebridades) arma una piramide top-down de influencers 'it girl' afluentes hasta un ejercito de micro y nano influencers, mas TikTok Shop; para Heritage (fundadora Mindy McKnight, mama de YouTube) apunta a momentos…
really pull apart my two very large brands CH and Heritage for instance right Christen Very itg Girl brand the the aesthetic of it it's it's beautiful there when we think about how we're building that pyramid it's very much who are those it girl influencer consumers who are also lifestyle they transcend into makeup they transcend into hair because hair is such a big part of how on top of that how do you build the army of micros and Nanos and then on top of that hey can we do something on Tik Tok shop and make it be something relevant right um it's a very different go to market Market compared…
Escúchalo en el minuto 28:25
Que te paguen rapido y facil es un diferenciador de marca frente a creadores
Retención y relación con el clienteLa VP de contenido de Visa explica que uno de los mayores puntos de dolor para los creadores -del que casi nadie habla publicamente- es la friccion para cobrar. Por eso Visa construyo dos programas dedicados: el Visa Creator Program para creadores serios sobre incorporar NFTs a su modelo de negocio, y Visa Ready Commerce, que se asocia con plataformas centradas en creadores (redes, video, gaming) para ofrecerles…
one of the things that's interesting is that creators need to get paid right there is a friction in the system about like how you get paid and the way you get paid and and we care about um the Creator economy and the way that they're making money and how to take friction and complexity out of it and how to make transactions um more attainable and so um support system we've got two programs that we have and one is called the Visa Creator program and that's that's geared towards entrepreneurs who are are working in art music fashion film are serious about incorporating nfts in how do we help…
Escúchalo en el minuto 9:04
Prioriza a quien ya es fan real de tu marca sobre a quien solo tiene muchos seguidores
Investigación de mercado y clienteEl director de marketing digital de Dell explica que su criterio para elegir creadores no es buscar a la persona mas popular para extender la marca (como hacen muchas empresas), sino encontrar gente que ya usa y entiende la marca genuinamente. Ese ajuste de criterio -partir de quien ya es fan real, no de quien tiene mas alcance- es lo que hace que la asociacion se sienta autentica en vez de un patrocinio generico.
thing there is you know Finding and working with people who are you know are fans of the brand so not just going out and doing you know a deal or an endorsement which I think a lot of other companies do where it's like hey who's the most popular who can we tap into to extend our brand I think the approach has been hey who uses our brand because they get us and how do we you know tap into that I think the other thing that's interesting and it's an area to
Escúchalo en el minuto 59:30
Con dinero se compra alcance, no relevancia ni autenticidad
Investigación de mercado y clientePreguntada donde se equivocan mas las marcas con creadores, la directora de marca de Mesa responde que el error mas comun es asociarse con alguien solo porque tiene muchos seguidores, sin entender de verdad a la audiencia objetivo. Advierte que casi cualquier cosa en marketing se puede comprar con dinero, pero la relevancia y la autenticidad del contenido no se compran: exigen conocer bien a quien le hablas antes de…
inauthentic I honestly mean that you know you're just partnering with the person just because you think they have the followership and that's it and you know in the end you can pay your way through anything the world of marketing right like anything can be bought with money what can be bought with money is relevance and authenticity and the type of content you put out there and I think that's what a lot of the missteps have been um for Brands when you don't truly know your target audience and you make some wrong calls and who you pick you've said before in other interviews you've had oh Andre
Escúchalo en el minuto 31:31
Que el creador aparezca en tu contenido, no solo que haga contenido para ti
Estrategia de contenidosDell describe un efecto reciproco: ademas de que los creadores hagan contenido para la marca, la marca los incluye directamente dentro de su propio contenido de canal. Esto le da a la marca un factor de credibilidad prestado, y hace que la audiencia vea el mismo mensaje de empoderamiento sin importar si sigue a la marca o al creador.
that's been interesting with working with you know creators as well is you know being humble in the sense of hey how do we feature you in our content Beyond just you making content for us so you're sort of seeing this conjoint effect Avery where um you know Brands want a credibility Factor so they're not afraid to say hey let's actually have this person in our content as as well as them making content for us then that way when a user whether they're following us on you know one plat form or they're sort of following a Creator on the platform they're sort of seeing these similar messages um of…
Escúchalo en el minuto 1:00:22
El contenido de mentoria entre pares vence al contenido corporativo que suena a sermon
Estrategia de contenidosVisa identifico que los creadores en camino de 'lograrlo' solo necesitaban consejo de quienes ya lo lograron, asi que armo un programa llamado 'Get Paid' en tres regiones (Norteamerica, Medio Oriente y Europa) que emparejo creadores emergentes con creadores consolidados de comida, moda y musica para intercambiar ideas grabadas. La apuesta fue que ese contenido entre pares es accesible y no se siente como una leccion…
did a we recently did a program in in three regions so North America um in uh the Middle East and also in Europe around um what we call a get paid program and and it was it was matching it it understood that there was this unmet need about like I just need some advice right if you're on your way to making it but you just need to like get some advice from those who have you know how do we create kind of a series of content that helps creators learn about you know how to make it and so we paired um rising stars with others who have made it in food fashion and oh gosh what music yes thank you…
Escúchalo en el minuto 11:30
Prediccion: tus propios empleados expertos pueden ser creadores de contenido a escala, no solo voceros ocasionales en eventos
Estrategia de contenidosEl director de marketing digital de Dell predice que las marcas van a empezar a usar a sus propios empleados expertos en la materia como creadores habituales de contenido -algo asi como un 'director de creadores' no formal dentro de la empresa-, en vez de limitarlos a dar charlas ocasionales en eventos como antes. La diferencia es de escala: hoy esos empleados pueden producir y publicar contenido a diario o…
about yeah I think one of the big things that I'm excited about just is the fact that you know creators aren't going to supplement best creativity um I think the other area though too is you know how are we going to use some of our own employees who are quite big subject matter experts they become interesting and unique in a in this world um I think a lot of companies sort of shy away from that except some of the more Progressive ones who realize wait a minute these are great evangelists good ambassadors they make really interesting content why don't we unlock their you know potential to do…
Escúchalo en el minuto 1:06:23
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