Poslovna izobraževanja

15% popust

za prijave

do 27. maja 2025

Prijava na webinar

Webinar: Influencer marketing od A do Ž

Razlogi za prijavo na webinar

Izvedeli boste vse, kar morate vedeti o uspešnem sodelovanju z influencerji oz. digitalnimi vplivneži.
Kako izbrati pravega influencerja, kako z njim sodelovati, kako meriti akcijo in kako pravno formalno in računovodsko urediti razmerje z njim.

PODROČJE
Digitalni marketing
TERMIN
28.5.2025
ČAS TRAJANJA
10:00 – 12:00
OBLIKA PREDAVANJA
Webinar

Podrobnejši program delavnice

Influencer marketing danes

  • Kaj influencer marketing danes sploh je (ni več le Instagram!)
  • Zakaj postaja pomemben tudi v B2B okolju?
  • Katere tipe influencerjev poznamo: nano, mikro, makro, ambasadorji blagovnih znamk
  • Na katerih kanalih delujejo: Instagram, LinkedIn, TikTok, YouTube, podcasti …
  • Ali je influencer marketing primeren za moje podjetje?

Kdaj je influencer marketing učinkovit

  • Tipične situacije in cilji: predstavitev novega izdelka, izgradnja prepoznavnosti, lead generation …
  • Kaj influencer marketing lahko (in česa ne more) rešiti
  • Ali investirati v enkratne kampanje ali dolgoročna partnerstva?

Kako do pravega influencerja

  • Kriteriji za izbor: vsebina, vrednote, občinstvo, engagement
  • Kje jih najti: orodja, agencije, raziskava znotraj družbenih omrežij
  • Kako jih preveriti (fake followerji, neustrezne objave, slabi rezultati)
  • Kako z influencerjem stopiti v stik in ustvariti zanimanje

Oblikovanje sodelovanja z influencerji

  • Kakšni so modeli sodelovanja: plačilo, produkt, provizija, barter, affiliate
  • Pristopi: avtentično partnerstvo vs. klasična promocija
  • Kako sodelovanje operativno organizirati (brief, usmeritve, vsebinski pregled)
  • Kako graditi dolgoročne odnose (in zakaj so pogosto bolj učinkoviti kot kampanje)

Pravni in formalni vidik sodelovanja

  • Kaj mora vsebovati pogodba z influencerjem (vključeno: primer pogodbe)
  • Klavzule o avtorskih pravicah, vsebinski odgovornosti, ekskluzivnosti, DDV, GDPR
  • Kako zaščititi blagovno znamko in preprečiti spor
  • Ali influencer potrebuje status samostojnega podjetnika?

Merjenje uspešnosti in analiza kampanj

  • KPI-ji za različne cilje (doseg, vključenost, konverzije, promet, leadi)
  • Uporaba UTM kod, kuponov, sledenja prek povezav
  • Kvalitativni kazalniki: percepcija blagovne znamke, omembe, komentiranje
  • Kdaj je kampanja uspešna – in kdaj (ter zakaj) ni

Primeri iz prakse (domači in tuji)

  • Kaj se lahko naučimo iz uspešnih (in manj uspešnih) primerov
  • Kako so B2B podjetja učinkovito izkoristila nišne influencerje
  • Kratka analiza enega dejanskega primera z vsemi koraki

Q & A z Zoranom Bosančićem

Imate pomisleke, dileme ali že konkretne načrte, pa ne veste, kje začeti?
Zadnji del izobraževanja je namenjen prav vašim vprašanjem – brez filtrov in brez olepševanja.

  • Od »Kako naj vem, ali influencer res prinaša vrednost?«
  • do »Ali naj influencerju plačamo v izdelkih ali v denarju?«
  • in »Kaj če influencer objavi nekaj, kar nam škodi?«

Vaše konkretne dileme bomo obravnavali strokovno, praktično in z izkušnjami iz prakse – da boste po webinarju pripravljeni na uspešno in varno sodelovanje z influencerji.

Prijava na webinar

Cilj izobraževanja

Po končanem izobraževanju boste:

  • znali prepoznati, kdaj je influencer marketing primeren za vaše podjetje (tako v B2C kot B2B okolju) in kako ga vključiti v marketinško strategijo.
  • znali razlikovati med različnimi tipi influencerjev (nano, mikro, makro, ambasadorji) in izbrati pravega glede na cilje vaše kampanje.
  • znali poiskati in preveriti influencerje, ter oceniti njihovo pristnost, relevantnost in potencial za sodelovanje.
  • znali učinkovito pristopiti k influencerjem in oblikovati jasen, profesionalen brief za sodelovanje.
  • znali oblikovati sodelovanje z influencerjem, tako z vidika vsebine kot izbire modela sodelovanja (plačilo, barter, dolgoročno partnerstvo ipd.).
  • znali urediti pravne in formalne vidike sodelovanja, vključno s pripravo pogodbe in osnovnimi določili, ki ščitijo tako podjetje kot influencerja.
  • znali meriti uspešnost kampanj z influencerji, s pomočjo različnih kazalnikov (engagement, UTM kode, prodaja, vpliv na blagovno znamko).
Prijava na webinar

Komu je namenjeno izobraževanje

Izobraževanje je namenjeno:

  • vodjem marketinga in digitalnih strategij (B2C in B2B)
  • vodjem prodaje in produktnim vodjem
  • strokovnjakom za komuniciranje, PR in družbena omrežja
  • direktorjem malih in srednjih podjetij, ki iščejo nove načine promocije
  • vsem, ki želijo razumeti in izkoristiti potencial influencer marketinga
Prijava na webinar

Cena izobraževanja s popusti

15 % popust do 27. maja

Redna cena webinarja znaša 176 EUR (DDV ni vključen).
V kolikor se prijavite do vključno 27. maja vam pripada 15 % popust za zgodnjo prijavo.
Kotizacija s popustom tako znaša 149,60 EUR (DDV ni vključen).

Če se webinarja ne boste mogli udeležiti, vam bo na voljo posnetek predavanja.

Prijava vključuje:

  • izvedbo webinarja,
  • posnetek webinarja ter gradivo za prenos znanja v podjetju (prejmete po koncu webinarja),
  • odgovore na vaša konkretna vprašanja.

Izobraževanje bo potekalo:

Kdaj: v sredo, 28. maja 2025, od 10.00 do 12.00.
Kje: preko platforme Zoom (ob prijavi in plačilu boste prejeli povezavo do webinarja).

Prijava na webinar
Prijava na webinar

Izjave udeležencev

Predavatelj

Zoran Bosančić

Zoran je lastnik in soustanovitelj digitalne marketinške agencije POINT OUT, predavatelj in strokovnjak s področja digitalnega marketinga.

PODROBNO

Prijava na webinar – Infliuencer marketing od A do Ž

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