Written by Mar Cinca
The II BCN Bloggers Meet Up by The Rocking House is back, and stronger than ever. This is the most important networking event in Spain for brands and influencers.
Gemma Vallet, branding and community management expert, opened the debate displaying the findings of her team’s latest research. From 2015’s September 1st to October 31st, her team analysed the distinct strategies fashion brands are using to improve their monetary revenue through social media.
Aurelio Alarcón, from The Rocking House, claims the main things brands are looking for from influencers are:
- Direct access to their follower base.
- New and engaging extra content.
Marc Malagelada, Double Agent’s e-commerce specialist (amongst other brands), gives us insight in the importance of knowing what purpose each social media platform serves. For instance, Twitter has changed its strategy, becoming the perfect support for brands and celebrities, whilst Snapchat serves a more personal purpose. New generations hardly ever use Facebook, and all their attention is now focused on Instagram. This platform owes its success to its accessibility and its visual focus; and one can’t forget how the presence of influencers plays a main role in its profitability.
Clara de Nadal, Pimkie’s coolhunter, believes ASOS to be the fashion brand with the best social media approach; because since its beginning influencers have played a key role in their communication strategy.
Virginia Hernández from Showroom Priveé, talked us through different engagement strategies, such as exclusive offers or gifts. She also commented on the importance of the editorial style of each influencer in order to obtain certain collaborations.
Nowadays the fact is that communication is constantly evolving, and both brands as users must keep active in order to not fall behind. That’s where agencies such as The Rocking House or research studies like the one shown yesterday at the II BCN Bloggers Meet Up play a major role in the ever-changing world of online strategy.