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.
  • Credibility.
  • 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.

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Escrito por: Mar Cinca

Vuelve más fuerte que nunca el II BCN Bloggers Meet Up, de la mano de The Rocking House. Se trata del networking entre marcas e influencers más importante de nuestro país.

Gemma Vallet, especialista en branding y community management, ha abierto la mesa redonda presentando un estudio realizado del 1 de Septiembre al 31 de Octubre de 2015 sobre las diferentes estrategias que utilizan las marcas de moda para conseguir un rendimiento económico a través de las redes sociales.

Según Aurelio Alarcón de The Rocking House, lo que buscan las firmas de los influencers es:

  • El acceso directo a sus seguidores.
  • La credibilidad que transmiten.
  • La generación de contenido atractivo extra.

Marc Malagelada, especialista en e-commerce de Double Agent (entre otras firmas), habló de la importancia de saber para qué sirve cada red social ya que cada una cumple un objetivo u otro. Por ejemplo, podemos observar como se ha producido un cambio de estrategia en Twitter: ahora es la plataforma que utilizan la mayoría de las marcas y celebrities. Es en Snapchat donde se publica un contenido más personal. Las nuevas generaciones ya no utilizan tanto Facebook porque consideran que es una red para adultos y toda su atención se centra en Instagram: donde están todas las influencers, es de acceso inmediato y muy visual.

Clara de Nadalcoolhunter de Pimkie, considera a Asos como la empresa que mejor comunica en e-commerce ya que desde sus inicios las influencers han jugado un papel clave en sus estrategias de comunicación.

Virginia Hernández, de Showroom Priveé, nos explica que existen distintas herramientas de engagement que ayudan a generar tráfico, como ofertas puntuales o regalos. En el momento de realizar la colaboración, la premisa más importante es el estilo editorial de cada influencer.

Actualmente, es un hecho que la comunicación evoluciona continuamente, y tanto marcas como usuarios debemos mantenernos activos para no quedar atrás. Es ahí donde agencias como The Rocking House o estudios como el presentado ayer en el II BCN Bloggers son claves para guiarnos en el eternamente cambiante mundo de la estrategia digital.

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