NOTE: Digital Prezence changed its name to Lionize.
Joseph introduces the topic of today’s episode, co-creation with influencers, specifically through the use of the Bella platform. Joseph describes how most brands were nervous when working with influencers, as influencer’s expectations of what the brand would provide them with were extremely high, with very little continent provided by themselves. Even though not all influencers act like this, there became a reputation around working with influencers that were negative in nature, but in the present day, this reputation has lessened and turned towards a more positive light. Joseph explains how the best way to co-create content is through building a relationship based on trust with the two parties, which creates a responsibility for the content that is shared between the two parties. He also explains that taking the time to make a brainstorming session between the brand and the influencer, with a focus on a process of building rather than negativity in bringing up ideas for the content is incredibly important in the content creation process. He also brings up the point that after the instigation of the campaign is where all of the value happens, where insight and data can be collected to help both the brand and the influencer better promote the content. Joseph continues to explain that co-creation of content is an incredibly efficient way to create high-quality content. Joseph then introduces the guest for this week’s episode Austin Rosenthal, the head of operations and sales for Digital Prezence. Austin describes his journey to becoming a COO as such a young person.
Joseph and Austin discuss how Digital Prezence first started, and what technology they employed in growing people’s social media presences. The two discuss the relationship between Austin and the CEO of Digital Prezence, and how Austin is the business-minded one of the operation, and they put a focus on growth for their clients as well as themselves, which allowed themselves to become successful in a short time. Joseph brings up the point that influencer marketing is a relatively new industry, and discusses with Austin how he was able to pave his own way through the industry that didn’t have many precedents. The two explain the different ways that influencer marketing affects a brand, and how many of the nuances of the content that come out of influencer marketing allow the advertising to not seem as targeted to the consumers. Joseph and Austin analyze the possible reasons why influencer marketing has shifted towards co-creation between the brand and influencers, and Austin brings up the point of the importance of an interpersonal relationship between the brand and the influencers. The two discuss problems that arise in influencer marketing, and one of the largest problems being accountability both on the sides of brands and the influencers. Austin describes the importance of keeping up with influencers that they are on top of things that follow the obligations they agreed to, which is a common problem faced when working with influencers, which is why it is important to choose individuals who do not only align with the brand’s image but are also an individual who will keep up with the content creation process outlined by the brand.
The two discuss the rebranding of Digital Prezence that is going to occur soon, specifically in changing the name to a new name to put a focus on the digital technology aspect of the company. Austin explains the current leader in a new name is Bella, though it is not finalized, and explains the meaning behind the name Bella and why they would change it to that. Austin explains how the Bella platform works, through three sections, onboarding, selection, and reporting. He explains that the program montiners the content and posting activity so that it falls into the expectations laid out by the brand. The two discuss how Digital Prezence is involved in the content creation process through planning the strategy for the content creation with the brand prior to the implementation of the Bella platform. Austin explains that Bella focuses on the burdens of running an advertising campaign, so the brand can focus on the co-creation element with the influencers. Along with this, he explains that Bella makes use of machine learning as a filtering system that is implemented in deciding which influencers should work with a brand. The two discuss the nuances between the different kinds of influencer communities, as each different marketing campaign is suited towards different influencer communities. Austin explains the different social media platforms that are incorporated into the Bella platform, as well as the different social media platforms they plan on adding to Bella.
Joseph and Austin discuss the different campaigns that Digital Prezence have worked on so far, and the co-creation campaign they helped design for those brands. The two discuss the different untapped opportunities in the influencer marketing world, and how the current industry is just the tip of the iceberg, and there is so much room for the industry and the Bella platform as well to evolve and improve. Austin explains how he is always looking for new resources to make use of for influencer marketing, and expand his knowledge on the changes occurring in the industry with research. Joseph and Austin also discuss the worst influencer campaigns he has seen, specifically campaigns that don’t allow the co-creator to create, with no co-creation involved in the campaign. Austin explains that a lack of co-creation creates a lack of authenticity in the campaign, and a lack of authenticity is easily picked up on by the audience.