{"id":8677,"date":"2020-12-08T12:46:20","date_gmt":"2020-12-08T12:46:20","guid":{"rendered":"https:\/\/www.curemedia.com\/?p=8677"},"modified":"2023-11-02T09:03:13","modified_gmt":"2023-11-02T09:03:13","slug":"det-har-behover-du-for-att-mata-influencer-marketing","status":"publish","type":"post","link":"http:\/\/4.245.224.184\/sv\/det-har-behover-du-for-att-mata-influencer-marketing\/","title":{"rendered":"SAKER DU BEH\u00d6VER HA P\u00c5 PLATS F\u00d6R ATT M\u00c4TA INFLUENCER MARKETING"},"content":{"rendered":"

Det f\u00f6rsta du beh\u00f6ver planera f\u00f6r n\u00e4r du har valt att investera i influencer marketing<\/a> \u00e4r vad du beh\u00f6ver ha p\u00e5 plats f\u00f6r att m\u00e4ta resultatet av din satsning. Med andra ord, vilka nyckeltal du ska m\u00e4ta och utv\u00e4rdera dina resultat p\u00e5. Men hur g\u00e5r man tillv\u00e4ga f\u00f6r att m\u00e4ta influencer marketing?<\/strong><\/p>\n

M\u00e4ter du inte din influencer marketing-insats s\u00e5 har du ingen aning om vad f\u00f6r resultat kanalen har utmynnat i – det vill s\u00e4ga om kanalen har varit framg\u00e5ngsrik. Har du m\u00e4tningen p\u00e5 plats, men inte n\u00e5gra best\u00e4mda nyckeltal att utv\u00e4rdera mot, s\u00e5 ser du inte heller om satsningen har givit den f\u00f6rv\u00e4ntade effekten. Att definiera tydliga KPI:er och s\u00e4tta upp m\u00e4tning \u00e4r d\u00e4rf\u00f6r en viktig f\u00f6ruts\u00e4ttning f\u00f6r att lyckas med din influencer marketing. I den h\u00e4r artikeln g\u00e5r vi igenom vad du beh\u00f6ver ha p\u00e5 plats f\u00f6r att kunna m\u00e4ta influencer marketing.<\/p>\n

F\u00f6rst och fr\u00e4mst \u00e4r det viktigt att du vet vad du vill att kanalen ska generera. Innan du b\u00f6rjar ska du d\u00e4rf\u00f6r ha satt upp en \u00f6vergripande strategi inneh\u00e5llande dessa tre delar.<\/p>\n

3 saker du beh\u00f6ver ha p\u00e5 plats f\u00f6r att m\u00e4ta influencer marketing<\/h2>\n

1. Syfte & M\u00e5l<\/h3>\n

Definiera b\u00e5de kortsiktiga och l\u00e5ngsiktiga m\u00e5l f\u00f6r din investering i influencers. De kortsiktiga ska f\u00f6rdelaktigen kunna f\u00f6ljas upp varje m\u00e5nad, medan l\u00e5ngsiktiga b\u00f6r m\u00e4tas annorlunda och utv\u00e4rderas f\u00f6rst efter 6 eller 12 m\u00e5nader.<\/p>\n

2. KPI:er<\/h3>\n

S\u00e4tt upp tydliga nyckeltal som du kan m\u00e4ta och utv\u00e4rdera dina resultat p\u00e5, f\u00f6r att se om satsningen har givit den f\u00f6rv\u00e4ntade och \u00f6nskade effekten. KPI:er kan variera \u00f6ver \u00e5ret beroende p\u00e5 m\u00e5ls\u00e4ttningen f\u00f6r den aktuella perioden. I den h\u00e4r artiklen<\/em> kan du l\u00e4sa mer om olika typer av KPIer!<\/a><\/p>\n

3. F\u00f6rv\u00e4ntad effekt<\/h3>\n

Estimera vad du kommer att f\u00e5 f\u00f6r f\u00f6rv\u00e4ntade resultat och ROI av din influencer marketing. Detta \u00e4r det kanske viktigaste i strategin, och n\u00e5gonting som kan vara sv\u00e5rt att definiera p\u00e5 egen hand. H\u00e4r kan du med f\u00f6rdel ta hj\u00e4lp av en influencer marketing-byr\u00e5 \u2013 exempelvis har vi p\u00e5 Cure Media ett framework som i detalj kan kartl\u00e4gga dessa estimat f\u00f6r just din satsning.<\/p>\n

\"m\u00e4ta-influencer-marketing\"<\/p>\n

Anv\u00e4nd dig av UTM-taggar och Google Analytics<\/h2>\n

N\u00e4r du har koll p\u00e5 den \u00f6vergripande strategin finns det n\u00e5gra konkreta saker du beh\u00f6ver g\u00f6ra f\u00f6r att s\u00e5 sm\u00e5ningom kunna se vad kanalen genererar f\u00f6r resultat. Nedan g\u00e5r vi igenom UTM-taggar;varf\u00f6r \u00e4r de ett m\u00e5ste och hur skapar man en bra UTM-l\u00e4nk? Du f\u00e5r ocks\u00e5 l\u00e4ra dig om hur du anv\u00e4nder Google Analytics f\u00f6r att utl\u00e4sa effekten av din influencer marketing individuellt, men \u00e4ven hur den p\u00e5verkar dina andra kanaler.<\/p>\n

Vad \u00e4r en UTM-tagg?<\/h3>\n

UTM st\u00e5r f\u00f6r Urchin Tracking Module och \u00e4r information som du adderar till en URL-l\u00e4nk f\u00f6r att Google Analytics kan utl\u00e4sa vilken kanal och kampanj din trafik kommer ifr\u00e5n. UTM-taggar anv\u00e4nds i alla digitala kanaler idag.<\/p>\n

Varf\u00f6r \u00e4r det viktigt att ha UTM-taggar f\u00f6r att m\u00e4ta influencer marketing?<\/h3>\n

UTM-taggar \u00e4r viktigt f\u00f6r du ska kunna se vilken influencer som genererat vad. Genom UTM-taggar kan du i Google Analytics f\u00e5 en detaljerad insikt i vad varje specifik influencer genererat f\u00f6r resultat. Anv\u00e4nder du inte dessa s\u00e5 kan du inte m\u00e4ta din influencer marketing fullt ut och vet heller inte vad, eller vem, som presterat bra eller d\u00e5ligt.<\/p>\n

F\u00f6r att kunna utl\u00e4sa hur den individuella influencern har presterat s\u00e5 \u00e4r det viktigt att du i UTM-taggen specificerar k\u00e4lla, profilens namn, plattform och kampanj. N\u00e4r du sedan vet vilken influencer som presterat bra och vad individen har genererat f\u00f6r resultat s\u00e5 kan du g\u00e5 vidare och optimera din influencer marketing. Ett f\u00f6rsta steg i en bra optimeringsprocess \u00e4r att forts\u00e4tta samarbeta med de h\u00f6gpresterande profilerna och byta ut de som inte gav f\u00f6rv\u00e4ntad effekt.<\/p>\n

Med informationen i dina UTM-taggar kan du i Google Analytics sedan utl\u00e4sa olika typer av konvertering – men \u00e4ven hur kvalitativ trafik din influencer marketing har genererat. Det g\u00f6r du genom att titta p\u00e5 till exempel bounce rate (avvisningsfrekvens) och page sessions (webbsessioner).<\/p>\n

Hur skapar man en UTM-tagg?<\/h3>\n

Du kan skapa en UTM-tagg p\u00e5 flera olika s\u00e4tt. De flesta f\u00f6retag har en egen struktur f\u00f6r sina UTM-taggar men Google har ocks\u00e5 gratisverktyget \u201cCampaign URL builder\u201d. Skapa din UTM-tagg genom att ange s\u00e5 detaljerad information som m\u00f6jligt. Som n\u00e4mnt ovan, se till att s\u00e4rskilja p\u00e5 k\u00e4lla, kampanj, plattform och influencerns namn.<\/p>\n

Checklista f\u00f6r UTM-tagg:<\/strong><\/p>\n

    \n
  • K\u00e4lla (till exempel Influencer)<\/li>\n
  • Kampanj (till exempel Julshopping)<\/li>\n
  • Plattform (till exempel IGS)<\/li>\n
  • Namn p\u00e5 influencer (till exempel Annamalm)<\/li>\n<\/ul>\n

    F\u00f6r att ge dig en bra \u00f6versikt har vi sammanfattat det du beh\u00f6ver ha p\u00e5 plats f\u00f6r att m\u00e4ta influencer marketing i en infograf nedan.<\/strong> Vi hoppas att den h\u00e4r artikeln har gett dig nya insikter och konkreta tips kring hur du g\u00e5r tillv\u00e4ga f\u00f6r att m\u00e4ta influencer marketing. Lycka till!<\/b><\/p>\n

    \"m\u00e4ta-influencer-marketing\"<\/p>\n","protected":false},"excerpt":{"rendered":"

    Det f\u00f6rsta du beh\u00f6ver planera f\u00f6r n\u00e4r du har valt att investera i influencer marketing \u00e4r vad du beh\u00f6ver ha p\u00e5 plats f\u00f6r att m\u00e4ta resultatet av din satsning. Med andra ord, vilka nyckeltal du ska m\u00e4ta och utv\u00e4rdera dina resultat p\u00e5. Men hur g\u00e5r man tillv\u00e4ga f\u00f6r att m\u00e4ta […]<\/p>\n","protected":false},"author":3,"featured_media":20651,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,7],"tags":[],"yoast_head":"\nDet h\u00e4r beh\u00f6ver du f\u00f6r att m\u00e4ta influencer marketing |\u00a0Cure Media<\/title>\n<meta name=\"description\" content=\"I den h\u00e4r artikeln g\u00e5r vi igenom vad du beh\u00f6ver ha p\u00e5 plats f\u00f6r att m\u00e4ta influencer marketing och hur du g\u00e5r tillv\u00e4ga.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/4.245.224.184\/sv\/det-har-behover-du-for-att-mata-influencer-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Det h\u00e4r beh\u00f6ver du 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