About the ongoing professionalisation of my old hobby.
My sweeties, today, I have got a very special story for you all and if you keep reading till the end, you’ll discover that it will have been totally worth it. Until yesterday, I didn’t even plan to write an article on this topic, but my sweetest Max, who also took some lovely pictures yesterday afternoon, kind of convinced me that this topic could also be of great interest for some of you guys.
The topic is also relevant, as only yesterday, I read an article at my colleague Ravi Walia‘s blog. It was an appeal to finally take bloggers more seriously and I felt that after my experience from yesterday afternoon, it was time that I wrote about my perspective on the whole subject as well.
Blogger-relations and the change in classic marketing.
So, what happened? Well, yesterday afternoon, I was invited by the Hamburg-based Good School for digital change to be a part of the “Digital Academy” in Düsseldorf, where a large company (which Max and I already work for a lot) had sent some of their marketing people to learn more about the change from classic marketing to digital marketing.
By the way, I, myself, was invited to talk about the blogger perspective of the subject of collaboration between bloggers and brands. I was talking about good examples for collaborations and my views on how the communication between bloggers and brands works. Moreover, I took part in a group-work session where I was helping the groups to come up with strategies for blogger-collaborations on the launch of a new product. I noticed that some really had a lot of questions about my work and really wanted to know everything. As I could see, there is a lot to learn for both sides, still…
Anyway, a super interesting topic and well, let me just list you a few of the main topics from yesterday afternoon at the Digital Academy:
– “influencer”-marketing in general
– How do I find suitable “influencers” for my campaign?
– What are the best tools to find out about the relevance of an “influencer” for my campaign?
– How do I develop a suitable “influencer”-campaign around the launch of a new product?
– How much pre-developed story does an “influencer” really need in advance?
– How do I create an authentic “influencer”-campaign?
– How do I push my “influencer”-campaign with ads on Facebook, Instagram etc.?
– How do I track the performance of my “influencer”-campaigns?
Can you take “influencers” seriously?
As you can see in my list, I have put the word “influencer” in quotation marks as I’m still not sure about the word. I think it doesn’t really represent what I, a fashion blogger of 9 years, really do. But well, I can understand that it’s easier for the brands to use a subordinate term for all kinds of digital spokespersons like Instagrammers, Bloggers, YouTubers and Snapchatters. So I’m gonna accept it for now, but I still don’t like the term very much.
But you can see more in my above list. You can discover that apparently, “influencers” have become a serious topic when it comes to digital marketing strategies. We bloggers are being talked about and not only as “the little girls that love Macaroons and goodie bags”, but as serious business people and professional partners that you can trust like a friend but also talk to in a serious, sensible way and create fantastic stories and campaigns with on a truly professional basis. And I also told this to the guests at the Digital Academy yesterday: only through direct, personal conversation, you can avoid misunderstandings and incomprehension. Much more, you have the chance to start creating wonderful stories and realize great campaigns together.
From a hobby to a profession…
Because isn’t it amazing that a thing that once was a hobby of myself has now professionalized itself in such a way that even big companies come and ask for help to create better, more professional blogger and “influencer”-campaigns and isn’t that a good development? I definitely think so. And if the brands and companies weren’t interested in new ways of digital marketing, would they attend such a Digital Academy and listen to a blogger actually speak about their job? I don’t think so. It feels like things are finally moving in the right direction… in this way, my once hobby, now profession, definitely has a future.