Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
Ten years ago, Domen Mavrič, together with his partner, founded the agency AVI (Agencija Vrhunskih Ideja – or Agency of Supreme Ideas). Domen is agency’s business development director.
AVI deals with event management, music management and product PR. Considering that communication now is largely moving to digital platforms, AVI has decided to extend its offer to influencer marketing.
They secured the license for the global Webfluential platform, which works with the IBM Watson platform. Something new in the Adriatic region market which should contribute to faster, easier and better connecting of influencers, agencies, companies and brands and encouraging and affirming young people who have all the conditions to start acting as influencer but are still unaware of that.
MM: What is the goal of the Webfluential platform?
Domen Mavrič: Webfluential is the global influencer marketing platform which we have taken under our wing, and this became the exclusive partner in the Adriatic region and, at the same time, we are the representative for most of Europe. With this platform, we primarily want to create the largest community of creators of excellent content in the region, thus making the job easier for brands, or rather agencies that implement influencer marketing for numerous clients.
MM: How is project progressing? How is the influencer community growing and how are they approaching the platform?
Domen Mavrič: We tackled the project first and foremost because we want to offer breadth to numerous companies and brands. There is nothing wrong with these 20 influencers, which we have in Slovenia for example, but is it not good to give a chance to numerous hot talents in the market who are not yet aware that they are actually influencers, and don’t know how to knock at the doors of companies, brands, agencies.
Everyone with good content on social networks can sign up for absolutely free. The application process is simple. They need to provide a lot of information about what they are interested in, they must enter as many hashtags as possible, because that way, using IBM Watson System that powers the platform, we can recruit a certain number of influencers for a brand. The advantage is that everything takes place inside the platform. Recruiting influencers for the client, booking selected influencers, price negotiations via the Booked by Webfluential button, content, term of posting, post-release monitoring, and final report.
MM: What is the value there for brands? How do you ensure content that brings them business results?
Domen Mavrič: The first value for any company and agency that interact with influencers is digital clipping (analysis) of social media tracking. Today, influencers create printscreens of results, send them to a client or agency, and they then must re-enter the results in Excel sheets or PowerPoint presentations. Countless mails on both sides, creating of presentations… Webfluential measures results and creates a presentation with just a few clicks. For one, five, or 100 influencers – a detailed report across all metrics (reach, impressions, engagement …).
Why would a watch with navigation be promoted by a singer if it can be promoted by a passionate mountaineer who uses such a watch for everyday activities? Here we want to provide brands an intimate content. Because that is the most authentic content. After all, the goal of each brand is good reach, or an avalanche on the internet, which can be caused primarily by intense, organic and sincere content. People today don’t fall for those who are inauthentic. That’s why we don’t want to change the content to anyone who already creates good content, but to creatively include the story of a brand. In the last month alone we worked on projects for more than ten clients who are leaders in their industries in Slovenia. And the results are great!