#NASTYGAL: THE ‘GIRL IN PROGRESS’ SHOWCASE FOR INFLUENCERS !!
THIS WEEK ON ADMP:
We do not always get invited to fashion showcase as ADMPer. But then again, there’s a first for everything in FIELD COMMUNITY MANAGEMENT (Organic-based Community Management on the ground, with ‘real’, physical people) !
–> Surprises do happen in the life of an ADMPer! :
The Toronto raptors, their claw print blazers, ‘Jurassic Park‘, K+Leonard and ‘Spicy P’ Pascal Siakam, are still fighting it out against the Golden State Warriors in the 2019 NBA Basket-Ball finals , as this post go LIVE !!
‘RED-PILLED’ SOCIAL MEDIA SHOWCASE :
Having said that, few will deny that ‘Influence marketing’ has done a lot of wonder for Mrs Kardashian, Rihanna , Dan Bilzerian, Kylie Jenner, Tony Elumelu, Samir Abdelkrim, Chiara Ferragnii, and all…
HOW DO YOU THEN … PICK AN INFLUENCER ?
WHO IS THE ‘RIGHT’ INFLUENCER FOR YOUR BRAND?
HOW MUCH SHOULD YOU PAY ‘EM?
Nothing new, since ….INSTAGRAM. DOH! … Right?
- FLEXING for the GRAM is now part of the ‘Kulture’. Our much beloved online ‘Meme culture’ that is currently redefining the concept of human Zeitgeist altogether and single-handedly, since 1998 for the earliest memes !
- A Meme is by definition, a concept, an activity, a piece of media that spread from person to person over the internet. (#Wikki)
We did this post as part of our partnership with #YBParis, the fashion-blogging and Influencer outfit, represented by #MCREY:
- Marie-Caroline Rey with whom we tightly collaborate over shared content and a future Podcast, called #STARCAST, the Podcast for the Stars of Influence’ !!
Electronic counter-punch by Hermann Djoumessi, MA
#HMD – ADMP Social Media Community Specialist
#1. ENTER THE ‘GRAM’ GENERATION?
Yes, the Millenials’ (Which means ‘nothing’) / Android Generation or more accurately, the Facebook and Instagram generations, contribution to the Human endeavour is definitely the overuse of electronic messaging to convey via the internet, the idea of culture, and this, faster than any medium before.
And the best has yet to come!
Which is why we took our Ipad and smartphone to a pop-up shop in central Paris (France) where our two brands BOOHOO and NASTYGAL would convey, wine and nibble influencers, to spread their message online.
A simple message of audacity, fashion, streetwear, and attitude, that echoed amongst ADMPers, the disruptive idea of ‘Online Sapology’. –> Nasty Gal and BooHoo are BOTH aimed at the ‘Gram Generation’ !
‘Online Sapology‘ (The art of brand wearing, brand-displaying by influencers with attitude, gusto, impact and ‘panache’ for the brand and influencer – #ADMP)
–> Somehow the influencer manages to exhibit electronic flair, ‘mise en scene’, design for maximal impact and virality > Something any 21st century entrepreneurs or Social Media manager should be aware of, in any case.
#2. BOOHOO VS NASTY GAL ??
This should be a golden rule, for any decent social media manager!
> Get your own ‘Third-party’ tools for accurate analytics!
Forget TV, bury the Radio, skip the press, Nasty Gal started in early 2000’s (2006), inside a flat and was only available on EBAY, the US market-place. They never built a shop until 2015. It was worth $25 Millions in 2011. Today it is a Global Brand. End of.
Now the brand boasts a strong US Fanbase and merged with BOOHOO, a UK Brand and online retail market-place.
#BooHoo itself, was created in 2006, with a £580 Millions turnover and was aimed at a millenial fanbase made of 16-30 years old, in order to become a global online retailer, with an eye on vintage and streetwear clothing.
YOU MAY WANT YOUR BRAND TO BE SEEN OR PERCEIVED AS A MEME: A Cultural Unit of electronic content that spread online from person to person!(#ADMP)
So, ….BooHooman or NastyGaL, ….where do YOU find influencers, for your brand, to spread your message like a meme?
#3. HAVE YOU BEEN RATIOED ??
First, you should scout the Instagram properly and do your own TOP10 list of influencers by categories, or at least have someone in your team (Within your Social Media Room) referencing them, based on their Followership (Or ‘Community’) and the quality of their content.
As an influencer, your messages are being RATIOED – mostly on #Twitter and #Youtube – when there is High discrepency, dissonance between – The Ratio – your Numbers of LIKES, over the number of Comment and Retweets [RT], right underneath your unit of CONTENT !!
You may want to avoid that… Right?
Right! –> The more an influencer is ‘ratioed‘ and the more he or she is in conflict with its Community, or at least a good part of it!!
You have to be able, or your Social Media ‘War Room’ has to be able to get a sense of those ‘downhill’ and ‘Uphill’ trends in Social Media. => You may want to catch an influencer on his ‘Uphill’ trend, of course!
–> More Simply, you should go back to our previous post on the subject about the ‘Dublin 6 C’ of the social media Digital Inception to classify and score influencers, based on those 6C’s: (Content, Conversation, Curation, Community, Commerce, etc… )
– If you do not have the staff to do so, a Social Media Team, or a community manager ….
– Really? How Strange? …
– Aren’t you supposed to be ‘Digital Natives’ ?
– Nevertheless, you should definitely go through Influencers platforms like #Upfluence for exemple:
> Especially if you want your Campaign to stand out from the huge online ‘noise’ and turn it into a ‘signal’!
#4. VANITY METRICS?
Picking the right influencer takes time.
It is a professional job!
We will carry on writing on this subject that requires a lot of field Community management and less ‘desktop Community Management‘ (The ‘Stay behind’ team that remain behind the screens, in the ‘Social Media Room’ ) to properly assess the phenomenom.
Data without context has no real life ‘meaning’.
Ex: Boasting 10000 Followers is ‘cute’. Said in ‘isolation,’ it just tells us that you have a lot of followers. So what ?
- But It is more impressive if you did it in 3 weeks! And the really interesting data would be your average followers growth of 3000 followers per Week!
What matters is the ‘real life impact’ / Action/Reaction online and offline, that those influencers can bring to your brand !!
– With your ‘Weapons of mass-connections’ (#WMC) like your ipad and smartphone in hand, always go back to the field, in order to connect, re-connect with your Community, create and deepen your social media reach !!
In simpler word, we call it PUNCH –> ‘Positive Impact/Reaction’ from a Community online and offline to the influencer’s (Positive or Negative) message
(Ex: If the Influencer Tweet –>’ Go and buy #Boohoo clothes’ > Sales of Boohoom clothes, actually go up! )
PUNCH: (Number of Conversions / Online Impression) X 1000
- COUNTER-PUNCH –> Negative Impact/Reaction from a Community, online and offline to the influencer’s (‘Positive’ or ‘Negative’ ) message
(Ex: If the Influencer Tweet –>’ Do not buy #Boohoo clothes’ > Sales of Boohoom clothes, actually go down! ! )
COUNTER-PUNCH: (Number of ‘Negative conversions / Online impressions) X 1000
#5. UNCORRELATED METRICS ?
> By ‘real life’, we not only mean IRL-proof of concept, but we also mean, a set of analytics that can be dissected and detailed to measure your impact. Croll and Yoskovitz defined it, in their book on Lean Analytics for startups!
Without the analytics, it will always be hard for you to work out the exact amount of money you should pay an influencer, and conversely analytics will help the influencer setup a fair price for the work he or she is doing on behalf of your brand, with its community.
** ANALYTICS will bring transparency, fairness and lessen risk of potential conflicts, between brands and influencers, which are quite ‘common’.
As a brand, you should only hire based on influencer analytics and create a set of KPIs, you will both agree upon, before the hiring!
Once the KPIs have been reached, analytics should settle any potential conflicts.
Analytics will ease your social media experience in the best of ways, if you understand that the only point and time when ‘art’ or even ‘Magical thinking’ should be considered, is during the content-creation process
#6. ALL POWERS TO ‘GRUMPY CAT’ !!
> #Lolcats have created a ‘High-impact niche’ for themselves online, without having any impact on peoples offline, beyond ’empathy’ and loveable gushes!
–> ‘Lolcats’, or ‘Localcat’, that’s Social Media ‘idiosyncrasy‘ and ‘mannerism’ >
- ‘Grumpy cat’ famously made $100 millions in 2017, a number only matched by #CR7, Christiano Ronaldo the soccer player !
That kind of ‘Super-Power’ is almost ‘magical’ or rather ‘Cultural’ ( ‘Content creation’, demands that !! ) , and can sometimes be 5000 years old, if you go back to the egyptian pyramids and Sheikh Anta Diop!
🡪 Beyond that ‘creative part’, data, tactics, automation, scheduling, strategies and computer science should take over, in order to spread your electronic message/concept with maximum impact, to the internet-masses !! :))
#ADMP Social Media Consultant
let’s carry on debating below!!
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