Should Your Brand be Using Influencers?

In the age of the internet, today’s celebrities go beyond just Hollywood films and TV shows. In the new era of social media, the market has created their own version of famed celebrities and named influencers. Stars like Gabby Hanna from The Gaby Shows, or  Jenna Mourey aka Jenna Marbles are what we call influencers, people who have a substantial following and can command an audience[1], but are still relatable on a human-to-human level. They inhabit the gray area somewhere between a celebrity and a “common” person. Influencers usually start their careers on Instagram, YouTube, Facebook, or other social media channels, sharing their area of expertise with the world, whether it be comedy, fashion, fitness, or cooking, and then successfully build their own brand around that.

So why would a brand hire an influencer to promote itself instead of a regular celebrity? Influencer’s have earned their celebrity-like reputations by capitalizing on the day-to-day actions of people. They have capitalized on the mundane tasks of life and made them easily digestible for people. Take Jessica Shyba, aka Momma’s Gone City, for example. She is a mom of 4 kids (with a fifth one on the way!) and one adopted dog. She became a social media celebrity by sharing the everyday life of a mom and her kids.

Jessica and her family are not only adorable, but easily relatable, making her an ideal brand ambassador. Viewers, likers, and sharers can see how easily –insert product here- can fit into their lifestyles, by relating with Jessica’s hectic life. By partnering with Jessica, brands actually show Jessica’s audience not only how their products are used, but the benefits of using them.

When influencers are added to the equation, the brand is not seen as promoting itself, rather, a third party who is trusted by its audience is. If the influencer did not believe in the brand or its products, she/he wouldn’t be posting about them since it could damage their personal brand. The influencer’s audience knows this and in fact, 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement[2].

Take this sponsored post as an example:

In this case, Jessica partnered with a frozen blueberry company to show her audience how to easily and quickly make delicious, yet healthy, blueberry pancakes.

Along with being an active advertisement, influencers are also a source of inspiration. Often, influencers share their personal experience losing weight, eating vegetarian, or applying liquid eyeliner, providing their followers with guidance, support, and step-by-step instructions to reach their goals. Influencers like Alyse from Raw Alignment, give great advice not only with recipes but by highlighting the products that they actually use. They partner with different brands to inspire people and help them throughout their transition to a healthier and organic lifestyle:

So, what are the benefits for brands hiring influencers?

  • Influencers provide an authentic and organic way to deliver a brand message.
  • Influencers expose your brand to new audiences while providing a higher ROI.
  • Influencers connect with their audiences at a more personal level.
  • Influencers can grant brands access to unique, hard-to-reach niche audiences for niche products.

Influencers are becoming one of the best ways to advertise brands. Has your brand considered using an influencer before? Do you have any tips? Leave a comment below!

Posted by Maria Fornari, Client Executive at Burson-Marsteller Miami/StudioB 

Sources:

Burson Latino at Hispanicize

In addition to leading the Miami office, where we serve Florida-based clients doing business globally and provide regional communications management for companies doing business in Latin America, I am equally proud to lead Burson Latino, our firm’s U.S. Hispanic practice.

There has never been a better time for one of the leading global strategic communications and public relations firms to re-introduce this practice and build a world-class team that can bring our company’s evidence-based communications approach, innovative resources, diverse talent and network of offices in key Hispanic markets to help clients connect with Latino consumers and communities.

That is why next week we will be partnering with my friend and Hispanic marketing leader, Manny Ruiz, to provide content development, digital communications production and social media analysis for the sixth-annual Hispanicize conference. If you don’t know about Hispanicize, you are missing out on the largest gathering of Latino trendsetters and newsmakers in digital content creation, journalism, marketing, entertainment and tech entrepreneurship.

Burson Latino & StudioB

Our Burson Latino team will be there with our colleagues from StudioB and StudioB Live, our fully integrated, data-driven content production and analytics offering and audiovisual production facility, turning out daily digital news digests on everything that is taking place at Hispanicize. We will be broadcasting live the second-annual TECLA Awards, the only awards show that recognizes the best in social media campaigns and digital influencers in the Hispanic market. Our StudioB Live team has already produced five digital calling cards to help promote the team bringing Hispanicize to life. Click here for a look at what our team produced.

And while everyone is tweeting, Facebooking, Snapchatting, Instagramming or LinkingIn, StudioB digital analysts will be monitoring live conversations and preparing a comprehensive social media engagement analysis using our proprietary tools and methodologies.

This is just the beginning of what Burson Latino will be doing to distinguish itself in the Hispanic market.

We look forward to working with Burson-Marsteller clients and other companies to help them connect and engage with the dynamic and fast-growing U.S. Hispanic population

See you at Hispanicize.

Posted by Jorge Ortega

Burson Dome: A New Way of Listening

Burson-Marsteller’s StudioB presents its newest contribution to digital storytelling: Burson Dome. This new service allows organizations to listen in on social conversations “fenced” to a specific geographic location, space or venue. It enables brands to interact instantly with their online audience in real-time and identify the accounts that are the most engaged at one place. Through the analysis of these interactions, Burson Dome helps organizations identify conversation drivers that will increase the effectiveness of their social media management far beyond an event itself.

Now, what exactly can Burson Dome do?

Burson Dome covers the area where an event, for example, is taking place, ranging from as small as two blocks and as wide as five miles. It is able to sort through photos, videos and reviews in that specific location. Additionally, it identifies the most-engaged influencers and conversation triggers. Burson Dome is perfect for events as a real-time engagement stream and monitors keywords, likes, follows and comments directly from the platform.  Burson Dome can display social conversations on a TV screen or monitor, allowing individuals to view the engagement and foster community empowerment. The display screen can be customized with different backgrounds that change within the established time, including a call-to-action for viewers.

Recently, Burson Dome managed Ford Puerto Rico’s social media engagement at BloggerCon 2015. Throughout the entire event and awards show, Burson-Marsteller monitored the conversation and engaged with users via Ford’s social media handles.  Burson-Marsteller filtered relevant social media mentions to display on a TV screen during the event and interacted on social media with the most relevant influencers. During BloggerCon, Ford received over 3,000 mentions throughout social media, and an estimated reach of 191,000.

What we have done for Ford is easily adaptable to benefit your organization’s needs. If you are looking for a unique route to increase community engagement, Burson Dome is the solution. With its innovative features and experienced digital team at the helm, Burson Dome is a groundbreaking way to boost your organization’s social media presence and influencer engagement.

To find out how your organization may benefit from Burson Dome, please contact StudioB Lead Gabriel Andriollo.

StudioB presents Burson Dome- Burson-Marsteller

StudioB, More Than Storytelling

Have you ever wondered what happens behind the scenes when StudioB isn’t creating inspiring storytelling? Well, you probably already know that we are constantly striving for the wow factor, but where exactly does it come from?

It stems not only from the creative minds of the team, but also from our ability to delve deep into the fascinating world of analytics.

The true impact social media in Latin America

No, we are not finance, but we work with numbers: data (structured and unstructured), to be more specific. The Analytics Team within StudioB has been intensively working with one of our clients for the past week in understanding the true impact social media has in our economies and lives in Latin America. (i.e. What exactly is the reason why one social media platform is preferred over others? Which platform has the most potential to grow and why? What social media channels should be activated in mass media campaigns related to public health concerns in Latin American countries?)

More than storytelling

Do you have a Facebook account? What about Twitter? Do you use LinkedIn or Snapchat? Maybe Instagram? You probably have answered yes to at least two of these questions. The popularity of social networking is beyond phenomenal.

Did you know? (We know you do but for the purpose of the post, let’s pretend you don’t).

Latin America has more than 327 million connected users, making it the world’s fastest-growing region for Internet penetration. Latin Americans like to watch videos, buy online and share in social media the most.

While these numbers are impressive, it is necessary to rethink not only how and who can best spread ideas, and inspire actions, but also which platform is the best to do so. Companies are learning how to observe social media conversations (big data, interest clusters) and how to validate social media metrics in the hopes of creating value for the business.

In Latin America, nine out of 10 social network users have a Facebook account. The overall amount of users in Latin America is 179 million users, 21 million more than in the U.S. But, what exactly are companies doing with these numbers? Some of them have created engaging profiles from which to generally create brand lift. However, few are truly grasping these numbers to generate experiences from which to humanize brands, inspire communities and delve into conversations that incite actions and strengthen relationships with consumers.

That is why data can help us understand how to better be ourselves on social and engage organically through relevant and compelling stories.

Do you know which social media platform has your highest growth potential? Where you should focus your future initiatives?

Ask StudioB.

 

 

Inside Burson-Marsteller: Get to Know Us

Meet Gabriel Andriollo, a natural-born techie who leads StudioB and digital efforts with a never ending thirst for new knowledge and innovation.

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Gabriel Andriollo, StudioB Lead and Digital Manager

Born and raised in Argentina, Gabriel (or Gabo, as everybody calls him) is constantly tuned in to anything from social media trends, to politics, to worldwide news and even music. His curiosity about the surrounding world is seen in the fresh way of thinking and creative approach that we rely on Gabriel to bring to client work. Another thing we can rely on Gabriel for? The constant, reassuring presence of his miniature Trader Joe’s juicebox at lunch every day.

Gabriel currently serves as our StudioB Lead and Digital Manager. However, outside of his work with StudioB, Gabriel hides a secret talent that just a lucky few coworkers have witnessed…HE SINGS.  Gabriel Andriollo: Digital manager by day, opera singer by night. This could be why this artistic soul easily understands when clients need help tapping into people’s emotions through inspiring digital content.

Gabriel moved to the sunshine state five years ago after a successful career at Burson-Marsteller Argentina, managing clients from the technology and entertainment industry including Intel, HP, SAP, MTV Networks and Discovery Networks. Now in Miami as the leader of StudioB, Gabriel is responsible for the development of integrated communications campaigns that blend traditional and social media platforms. He also manages and helped build Burson-Marsteller Miami’s state-of-the-art TV and production studio, StudioB Live, the only studio of its kind in the Burson network. It is with years of experience and a passion for all things digital that Gabriel delivers excellence for our clients in their campaigns.

Gabriel inspires his team to see each day as a new challenge and a great adventure. He is well-respected for his sense of humor, keen mentorship and expertise in his field. Burson-Marsteller Miami counts itself lucky to include Gabriel in its ranks of dedicated professionals.

StudioB & Festival of Media LATAM

We were proud to help our client, the Festival of Media, with their LATAM-focused conference in Miami last week. While there, our StudioB Miami team had the opportunity to speak with three industry leaders from Instagram, L’Oreal and LinkedIn on their insights into the future for their respective brands. Take a look below!

The Journal of Cultural Marketing Strategy Livestream

Like what you heard on today’s livestream? Please visit here to subscribe to The Journal.

To download a free copy of the key takeaways from this study, please click here.

Thank you for tuning in!

-The StudioB Live Team

New Partner: Miami Dade College’s School of Entertainment and Design Technology

We are thrilled to announce that we have selected Miami Dade College‘s (MDC) School of Entertainment & Design Technology (SEDT) as our partner to complement our existing capabilities by tapping SEDT’s extensive film production, radio and TV broadcasting, audio, graphic and Web design, photography and animation resources. In addition, SEDT faculty and students will collaborate with our staff on specific client engagements.

This partnership with Miami Dade College, one of the nation’s largest and most diverse community colleges, was announced during our South Florida introduction of StudioB, Burson-Marsteller’s fully integrated, real-time, data-driven center of creativity, content production and distribution. StudioB uses an integrated approach to provide clients with the most innovative creative and strategic communications services. It combines the firm’s proprietary data analytics and leading Web data tools, opinion polling and research capabilities with full-service creative and production capabilities to coordinate and scale the most creative, data-driven content with distribution across all traditional, digital and social media channels.

“We will tap MDC’s School of Entertainment & Design Technology talented team and state-of-the-art facilities to work on select opportunities that can help enhance the work we do for clients through StudioB,” said Jorge Ortega, Executive Vice President and Managing Director of Burson-Marsteller Miami. “We are excited to mentor their students and collaborate with their faculty, and we have no doubt that they will make important contributions to our existing capabilities.”

The Miami Dade College multimillion dollar School of Entertainment & Design Technology is home to an advanced program that is developing best in class talent in television, film, digital design, photography, animation, script writing and production. Miami Dade College also boasts the new Miami Animation & Gaming International Complex (M.A.G.I.C.) to be inaugurated August 21.

“This is a wonderful opportunity for MDC students to gain real-world, hands-on experience with one of the world’s top strategic communications firms,” said Dr. Malou C. Harrison, President of MDC’s North Campus.

SEDT also will support StudioB Live, Burson-Marsteller Miami’s new video production and editing center in our firm’s Brickell location. Burson-Marsteller and Miami Dade faculty and students will begin working together on September 1.

StudioB is at the forefront of data-driven and inspiring storytelling – it’s a content creation center like we’ve never seen before,” said Gabriel Andriollo, Burson-Marsteller Miami StudioB lead. “Our proprietary processes deliver insight-driven content that creates authentic multimedia stories to deliver business results across communications channels.”

StudioB has arrived to the Miami market

As Burson-Marsteller, we are always committed to being more. That means constantly working to innovate and improve. It means constantly striving to be one step ahead of the game for our clients. It is with that commitment in mind that we developed StudioB, and today we are proud to announce that our vision has arrived to the Miami market.

Inspiring and relevant storytelling

Our new offering builds an integrated approach to provide clients with the most innovative creative and strategic communications services. StudioB will craft inspiring and relevant storytelling, thanks to our proprietary processes that deliver on insight-driven content while creating authentic multimedia stories.

In order to deliver on these multimedia capabilities, we are also very proud to announce today the launch of StudioB Live – our brand-new audiovisual recording and production studio, right here in our Brickell Key office. For such, we have  partnered with Miami Dade College’s (MDC) School of Entertainment and Design Technology as part of an internship program that will give MDC students the opportunity to gain real-world, hands-on experience in our state-of-the-art video production facility.

StudioB is at the forefront of data-driven and inspiring storytelling. We all have a story to tell. Let us tell yours.StudioB-Logo-BM

Published by Gabriel Andriollo, StudioB Miami Lead