Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Sandra Koroljević, Dialog komunikacije
Who are bloggers? How much influence they have on consumers? In which direction will the cooperation between bloggers and brands develop? These are just some of the questions that will be answered at the Diablog conference to be held in Zagreb on 10 November in HUB385.
The special guest of the conference is Doris Steiner, Senior Consultant, Ketchum Publico Vienna agency. Doris has won several national and international awards and is the co-founder of the Digitalist.
How did your career in communications industry start? What positions you held before joining Ketchum and what led you to areas of digital and influencer marketing?
Doris Steiner: I started my career at the Austrian Edelman affiliate as PR assistant, where I worked for two years. In 2011 I joined Ketchum as a junior consultant and worked my way up to become a senior consultant and member of the board in 2014. I started with my own blog and an intensive use of social media in 2009. Soon I became one of the few chosen ones in those days to advise companies in Austria like HP on their first digital steps. Being a blogger myself for so many years helped me build strong influencers network and achieve better understanding of bloggers mindset. Both things are crucial in my position.
Can you name a few projects/campaigns you have been recently working on?
Doris Steiner: Currently I am working on long-term influencer campaign with Danone brand Activia where we empower women to fight their critics collaborating with a very well-known sports blogger.
At the moment I am also working on a campaign with a men’s food blog for Jim Beam, where together we established the new blog category „Bar tests“ where they evaluate Viennese bars benchmarking with the Jim Beam Double Oak signature drink.
With the audio-brand Ultimate Ears of Austria’s biggest telecommunications provider A1, we have been working on several award-winning influencer campaigns for many years.
Tell us about winning PR Young Cannes Lions award.
Doris Steiner: It definitely was one of the most amazing moments in my professional life. Especially as they indeed implemented the campaign I proposed, plus seeing celebrities like Nicole Scherzinger bringing your idea to life is second to none.
You are a co-founder of Digitalista. What is it?
Doris Steiner: Digitalista is the network of women in the Austrian digital industry. We founded it in 2013 to make women in the industry more visible. On one hand we have a strong network for jobs, collaboration and speaking opportunities and on the other hand we deliver many programs to encourage women development, from learning coding to mentoring. We also communicate surveys on gender pay gap in the industry. We are very proud to become a go-to name within the industry within 3 years and have had an impact on many professional lives of women.
Why did you accept the invitation to be a keynote speaker at the first Croatian bloggers conference Diablog?
Doris Steiner: I know Marina Čulić Fischer and her team at Dialog Komunikacije are doing a great job as a Ketchum affiliate in the region, and therefore I immediately knew the conference will be a success. I really liked the idea of establishing a format for bloggers and companies in this region and I’m curious on getting to know more about bloggers and influencer marketing market in Croatia.
What do you expect from the conference?
Doris Steiner: Many interesting talks on the future of bloggers and influencer relations, sharing best practices and encounters with many smart people.
What will you be talking about at the conference?
Doris Steiner: I’ll be talking about the Do’s and Don’ts of the collaboration between companies, bloggers and influencers, depicting the trends in influencer relations and showing some best practices.
Can you tell us what are the top 3 trends in bloggers/influencers marketing in the world right now?
Doris Steiner: Long-term partnerships and influencers as brand ambassadors, co-creation instead of clumsy influencer marketing and transparency instead of camouflaged advertising.