Inside the Creator Economy

How to Create a Successful Live Stream on Social Media

Right now social media live streaming is really taking off and when social media apps like Instagram, Twitter, LinkedIn, Facebook integrated live video to their platforms it has only increased in popularity. No surprise as people have always liked the live format - it’s something captivating about watching something as it happens and not afterwards.

Even though live streams on social media is a fairly new phenomenon, more and more brands are now starting to adjust their social media strategies, and influencer marketing strategies accordingly. 

 

In this week’s episode, we’ll walk you through live streams on social media with influencers and why this is a great idea for fashion brands to do. We also asked our in-house experts, who know everything there is to know about live streams on social media with influencers, about their best advice! 

You’ll hear about:

• 3 reasons why fashion brands should go live on social media with influencers.
• Expert’s best advice before, during and after your live stream. 
• How to maximize the results from your live stream. 

Measuring Influencer Marketing Beyond the Direct Results w/ Sebastian Jansson @LensWay

Measuring influencer marketing is rated as one of the top challenges among marketers today. One of the main reasons is that many brands only measure the direct results and therefore miss out on the big picture - in other words, how influencer marketing affects other channels. 

To understand what effect influencer marketing has on your overall performance, you need to look beyond the direct results - and this is something that Sebastian Jansson, Influencer Marketing Manager at LensWay Group, knows a lot about. In this week’s episode, we invited him to the studio to talk about why they decided to implement influencer marketing as part of their marketing mix, how they use influencers to change habitual behaviours among their target audience, and how they measure the success - beyond the direct results and the last-click reports. 

 

You’ll hear about:

• How influencer marketing has changed over the last 5 years
• Why you should incorporate UGC and influencer content into your social strategy
• How you avoid measuring influencer marketing in a silo

 

About LensWay Group and Sebastian Jansson: 

LensWay was founded in 2000 and is the market leader in online lens and eyewear sales in the Nordic region. They’re on a mission to revolutionize the entire optics market and to change the way people shop eyewear - from the physical stores to the online space. 

Sebastian Jansson is their Influencer Marketing Manager and he has extensive knowledge of influencer marketing and social media from +7 years in the industry.

Social Media Marketing Tactics w/ Emily Sun

Today, a social media presence is a need-to-have rather than a nice-to-have. With the changing consumer behaviour for generations like Millennials and Gen Z, it’s getting increasingly important for fashion brands to have a profound social media strategy in order to keep up with the digital transformation and the fast-growing digital-native brands. 

To gain an understanding of what different social media marketing tactics there are out there and how fashion brands benefit from them, we invited Emily Sun, Campaign Manager at Cure Media to this week’s episode. 

You’ll hear about:

• The different organic and paid social media tactics
• Ways to effectively reach Millennials and Gen Z on social media
• How fashion brands can benefit from the different social media tactics

About Emily Sun: 

Emily works as a Campaign Manager at Cure Media and is responsible for our collaborations in Australia and the UK, with her base at the office in London, UK. Emily is a communications wizard with special expertise in influencer marketing, public relations and social media marketing tactics. Over the years, she has accumulated extensive experience and knowledge about how the different social media tactics can support fashion brands and marketers in succeeding with reaching their audience on social media. 

Keys to Success on New Geographical Markets w/ Oscar von Konow @NA-KD

NA-KD is one of the fastest growing companies in Europe. Since 2015, they have truly been showcasing themselves as one of the leaders in fashion and e-commerce, and of course we got curious: what has been their key to success across so many different markets in such a short time?

To get answers to our questions, we invited Oscar von Konow to this week’s episode. Oscar is the COO, Deputy CEO, and also one of the company’s co-founders - a man of many hats! We talk about their key strategies to cut through the noise in a crowded market place and how they have managed to grow and become so successful in so many different markets - both from a marketing and business perspective.

You’ll also hear about:

• Challenges & success factors to ensure continuous business success on every market
• Localisation - how much do you need to adapt to each market?
• Oscar’s best advice to other retail brands who want to successfully enter and grow internationally

How to Find the Right Influencers

Finding out which influencers are right for your brand and target audience can be a challenge - we know. When looking for influencers to collaborate with, data and human expertise are the keys to success.

To gain an understanding of what’s important to keep in mind when looking for influencers to collaborate with as a fashion brand, Sanna and Frida will share their best tips and advice on how to find the right ones for your brand with the help of four aspects.

We discuss topics such as:

• Why you always need to put your target audience first
• How to find influencers that are a good brand fit
• Why fewer followers can generate better results

The Essence of Building a Strong Brand Community w/ Sophie Coleman @437

437 is a fast-growing swimwear and apparel brand based out of Toronto, Canada. Founded in 2017 by the two best friends Hyla Nayeri and Adrien Bettio, their goal is to create swimwear that allows women everywhere to feel their most confident and beautiful while never passing up a good snack. 

In this week’s episode, we invited Sophie Coleman, Marketing Director at 437 to the podcast studio to talk about how to break into the apparel market as a relatively new fashion brand. We also discuss the essence of building and nurturing a strong brand community on social media and how 437 successfully mixes big and famous celebrity influencers with micro and nano influencers using the so-called influencer U curve.  

We also discuss topics such as: 

• Ways to engage your customers and make them feel involved
• Why social media platforms are the new focus groups to get to know your audience
• The biggest swimwear trends for summer 2021!

7 Long-lived Myths about Influencer Marketing

Influencer marketing is a relatively young channel that is constantly evolving, and this is most likely one of the reasons why there are so many misconceptions about the channel. But the fact is that the channel doesn't look the same today as it did just a couple of years ago - and many old truths about influencer marketing as a marketing channel are therefore lingering around.

In this week’s episode, Sanna Ödmark and Frida Ekholm take a closer look at 7 long-lived myths about influencer marketing and once and for all debunk them with the truth.

We also cover topics such as: 

• How you make your influencer marketing collaborations trustworthy and credible
• Why a detailed brief is essential for every influencer collaboration
• The time and resources required for an influencer collaboration 

Making Influencer Marketing a Successful ROI Channel w/ Delli Holmblad @Ellos

Ellos is a leading e-commerce brand for fashion and home furnishing in the Nordic market. It's also one of the companies that work most actively with influencer marketing in Sweden, in terms of number of Instagram collaborations every month.

In this week’s episode, Sanna Ödmark talks to Delli Holmblad, Digital Communications Manager at Ellos, about how they have built their profound influencer marketing strategy and what role the channel has come to play in their media mix. 

We also cover topics such as: 

• How to build an always-on strategy for influencer marketing
• Working with influencers both as a branding and sales channel
• Key success factors for making influencer marketing a successful ROI channel

About Delli Holmblad:

Delli Holmblad is the Digital Communications Manager at Ellos Group - a leading e-commerce brand for fashion and home furnishing in the Nordic market. She has +10 years of experience working with marketing and communications as well as extensive knowledge of influencer marketing.

The Value of a Data-driven Influencer Marketing Strategy w/ Kristian Melå

In this week’s episode, Frida Ekholm talks to a person that has more experience than many others on how to succeed with influencer marketing - Kristian Melå, Co-founder at Cure Media.

We talk about the value of having a data-driven influencer marketing strategy in place - how will it help you achieve the company’s overall goals and what do you need to get started? Kristian also walks us through the common question “How do I know which influencer is right for my brand?” - and why this is only one piece of the puzzle when it comes to having a data-driven approach to influencer marketing. 

 

We also cover topics such as: 

• Why a data-driven approach works best when you have an always-on approach
• How to identify which influencers that have historically performed well
• What data that is important when it comes to analysing and follow-up

 

About Kristian:  

Kristian is one of the Co-founder of Cure Media and has worked with influencer marketing since 2014. With 7+ years of experience within influencer marketing he is probably one of the people that has the most experience in the industry and its positive impact for fashion brands. The knowledge he has gained over the years combined with a modern approach to the influencer marketing - he definitely has an expertise perspective.

The Science of Influence w/ Jonas Colliander (PART 2)

* PART 2 *

In this week’s double episode, Sanna Ödmark talks to a true topic expert when it comes to the science of social media and influencer marketing - Jonas Colliander, Associate Professor at the Center for Retailing at Stockholm School of Economics, who has spent many years researching these topics.

We talk about influencer marketing from a scientific perspective and go all the way back to the roots of consumption and influence - what factors drive consumers to make purchase decisions and how do they choose which messages they listen to? Jonas also walks us through the evolution of influencer marketing and explains how brands can use this marketing channel to cut through the noise. 

We also cover topics such as: 

• The fundamental principles of influence
• Why we are so affected by influencers - even though we know it’s paid collaborations
• Observations on the future of influencer marketing

About Jonas Colliander

Jonas Colliander is an Associate Professor at the Center for Retailing at Stockholm School of Economics and his studies are focused on social media. What is it that shapes our views of social media, how should companies treat this phenomenon for marketing purposes, and how do consumers respond to marketing through these channels? Since joining the Center for Retailing he’s also continuously investigating the link between social media and e-commerce. 

Besides his research, Jonas is teaching regularly at The Stockholm School of Economics in BSc courses in market research and marketing communications as well as lecturing and consulting for companies both in Sweden and internationally.