Bridging The Gap Between Creator Content and Brand Social Strategy

00:00:01.630 --> 00:00:06.390 Mags - SocialDay: Hello, everyone! Thank you so much for joining us today! 2 00:00:06.590 --> 00:00:22.929 Mags - SocialDay: Hi, I know this is a Wednesday, it's been a really long day for me, it's 6 o'clock in London, but it's 1pm for you guys on the other side of the pond. So we were just, like, talking to here behind stage. Vi just told me that she's from Boston. Kristen, I just forgot what you said you were. 3 00:00:22.930 --> 00:00:23.460 Kristen Bousquet (@kbousq): Charlotte. 4 00:00:23.460 --> 00:00:24.220 Mags - SocialDay: Jason again? 5 00:00:24.220 --> 00:00:25.570 Kristen Bousquet (@kbousq): North Carolina. 6 00:00:25.570 --> 00:00:31.320 Mags - SocialDay: Carolina, yes, sorry. I was like, we were just talking about that, and I completely forgot already. Thank you so much. 7 00:00:33.380 --> 00:00:36.560 Mags - SocialDay: Sorry, too much for me to remember, with all the questions. 8 00:00:37.100 --> 00:00:54.540 Mags - SocialDay: everything, and all the admin here. But thank you, everyone, for joining us today. If this is your first time, hi, my name is Maggie, I'm the head of marketing at SocialDay, and I tend to run these sessions that are free for everyone to join. Today, we're going to be talking about bridging the gap between the Creator content and a brand strategy. 9 00:00:54.860 --> 00:01:07.949 Mags - SocialDay: Here with me are Vi today, and Kristen, I'm gonna let them introduce themselves, but just a few things before we start. Remember, this is being recorded, so if you have to jump off the call, don't worry, you'll get a recording afterwards. 10 00:01:08.110 --> 00:01:14.460 Mags - SocialDay: Please do say hi in the chat, and just say hi to the girls, and tell us where you're joining us from today. 11 00:01:15.340 --> 00:01:18.050 Mags - SocialDay: And I think that's it from now, I'm… 12 00:01:18.400 --> 00:01:30.569 Mags - SocialDay: Set up the Q&A, set up the chat, yes. If you're too shy in the chat, don't worry, you can ask questions in the Q&A, and we'll answer everything as we go along, or at the end of the session. But that's… 13 00:01:30.820 --> 00:01:37.089 Mags - SocialDay: all housekeeping from me from now. So, Kristen, since you are unmuted, do you want to introduce yourself first? 14 00:01:37.710 --> 00:01:53.910 Kristen Bousquet (@kbousq): Sure, yeah, thank you so much for having me. My name is Kristen Bousquet. I am a Creator Monetization coach. I work with content creators and influencers to teach them how to better monetize, mostly through brand partnerships and through digital products and services. 15 00:01:53.910 --> 00:02:18.590 Kristen Bousquet (@kbousq): So my expertise is definitely more from the creator side. After being a creator myself. Right now, I have a creator community where we have about 150 creators who are all just really working hard to build their businesses together, and it has just been so cool to see the power of creators. They really are so awesome. I get an inside peek, I love it. 16 00:02:18.820 --> 00:02:21.640 Mags - SocialDay: We can all agree that, yes, they are very awesome. 17 00:02:22.220 --> 00:02:23.500 Mags - SocialDay: Could you do that next? 18 00:02:23.690 --> 00:02:48.009 Vi Nguyen: Yeah, of course! Hey, everyone! I'm really happy to be here speaking with you all, and of course, with Mags and Christian. I'm currently a social media community manager at Citizens, where I focus on community management and drive engagement through programs like employee advocacy and social selling. I've been building my career in social media field for 19 00:02:48.010 --> 00:03:01.140 Vi Nguyen: a little bit more than 5 years now, and outside of my full-time role, I'm also a UGC Creator working closely with brands, so I've had the opportunity to experience this. 20 00:03:01.140 --> 00:03:11.980 Vi Nguyen: From both sides, understanding what brand needs from, you know, creator, and also seeing firsthand what makes that content actually work from a creator's perspective. 21 00:03:11.980 --> 00:03:22.719 Vi Nguyen: And I think that's given me a lot of perspective and also understanding on how we can better bridge that connection, which I'm really excited to dig into today. 22 00:03:24.010 --> 00:03:46.560 Mags - SocialDay: Oh, amazing, amazing, sorry I can't even speak. Thank you so much for your intros. I just wanted to remind everyone that you can change your settings on the chat from chatting with the host and panelists to everyone, if you just want to have a wider, conversation. But if not, if you have a question that's just for us to answer, you can also just, like, keep it as host and panelists, and 23 00:03:46.960 --> 00:03:49.150 Mags - SocialDay: Only the three of us will see it. 24 00:03:49.310 --> 00:04:05.789 Mags - SocialDay: Let's get it started, let's get right into it then. Vi, since you were the last one to speak, I want to go with the first question with you, which is, what role should Creator Content playing from a brand perspective, in a strategy setting? How do you see it? 25 00:04:07.090 --> 00:04:09.520 Vi Nguyen: Sorry, can you repeat the question? 26 00:04:09.520 --> 00:04:10.100 Mags - SocialDay: No, I'm. 27 00:04:10.410 --> 00:04:14.589 Vi Nguyen: mumpling for me, so sorry. Let me turn on my volume a little bit. 28 00:04:14.890 --> 00:04:26.360 Mags - SocialDay: Yeah, of course. What role should Creator Content play in a brand's wider social strategy? Is it awareness? Is it trust? Is it conversions, contents? How do you… how do you usually use it? 29 00:04:26.990 --> 00:04:41.220 Vi Nguyen: Yeah, I think it's actually a mix of everything that you just mentioned. It doesn't have to always be, like, awareness, because obviously, content, you know, like, creators from, content from creators, definitely help with 30 00:04:41.220 --> 00:04:49.899 Vi Nguyen: you know, wider reach outside of the brand's, you know, targeted audience and also networks, and definitely just because it's 31 00:04:49.900 --> 00:05:12.129 Vi Nguyen: coming from, you know, an actual human trying their, products or service, you know, and then sharing their thoughts and reviews about, how they use that product, or service. And I think it's actually, like, feel very different, from a brand that's talking about that product or service itself, because that's promotion, and that's super different, and 32 00:05:12.130 --> 00:05:16.549 Vi Nguyen: Most of it, like, we don't want, you know, like, hearing brands talking about, like, themselves all the time. 33 00:05:16.550 --> 00:05:18.540 Vi Nguyen: And I think that 34 00:05:18.570 --> 00:05:29.990 Vi Nguyen: Content from Creator, like, doesn't necessarily have to leave only on the Creator's, you know, page, especially as UGC Creator, and I feel like Christian would, 35 00:05:30.100 --> 00:05:34.650 Vi Nguyen: totally relate to this. Like, we don't have to post, like. 36 00:05:34.650 --> 00:05:54.279 Vi Nguyen: everything on our channel whenever we work with brands. Sometimes we work with them to follow their briefs and guidelines, and then we provide that content, and they can later leverage that content to post on their own page, or just run dark ads, or, like, leverage it on, like, other channels, like email, 37 00:05:54.380 --> 00:06:16.630 Vi Nguyen: you know, print, you know, if it's, like, a static or photography. So, I think Creator Content should sit in, like, a… like, I don't think, like, Creator Content should sit in, like, a separate, you know, influencer or creator campaign, you know, bucket, but it should really be another layer of, you know, the overall strategy, from a brand perspective. 38 00:06:18.370 --> 00:06:21.540 Mags - SocialDay: I love, I love that we are all nodding, but Kristen, do you want to add? 39 00:06:21.860 --> 00:06:23.140 Mags - SocialDay: Respective to it? 40 00:06:23.280 --> 00:06:37.849 Kristen Bousquet (@kbousq): Yeah, I was just gonna say, from a creator perspective, I mean, I think you hit the nail on the head. I have found, from working with different brands myself, but also all the creators that I work with, there are typically 3 or so 41 00:06:38.090 --> 00:07:02.059 Kristen Bousquet (@kbousq): kind of buckets that I can usually put a campaign into, which would be maybe, like, a conversion campaign, an awareness campaign, maybe a content campaign, and sometimes when I'm having conversations with brands, I'll find that they are kind of multi-layered, where maybe they want content, and that's maybe what you were talking about with it doesn't always have to live on our page. 42 00:07:02.060 --> 00:07:18.680 Kristen Bousquet (@kbousq): maybe they're gonna use it for ads, they're gonna boost it, they're gonna whitelist it, whatever. But then we also might have something that they do want us to share on our page as well, that is going to be more so focused on… on brand awareness or conversion, and I think that different creators are gonna be… 43 00:07:18.680 --> 00:07:43.669 Kristen Bousquet (@kbousq): better for, you know, one or the other. There are so many creators that I work with that are maybe really heavy in affiliate, and so those are the creators that, if I were from the brand perspective, I'd be tapping into for those more so, like, conversion campaigns, versus a creator who might have, like, a smaller platform, but a really strong community might also be really good for a brand awareness campaign, because, like, their audience is 44 00:07:43.670 --> 00:07:47.100 Kristen Bousquet (@kbousq): really paying attention and really knows them and trusts them. 45 00:07:47.100 --> 00:08:06.290 Kristen Bousquet (@kbousq): Probably because they've had, like, one-on-one interaction with them. So, I think different creators are gonna work better for different campaigns, and typically, from a creator standpoint, I'm always instructing them to kind of, like, figure out what that goal is before they even go to create the content, because the content's gonna look different for every goal. 46 00:08:06.960 --> 00:08:13.739 Mags - SocialDay: No, that sounds great, and correct me if I'm wrong here, right? But usually brands come to you and say, oh, this is what we need, and then you… 47 00:08:14.030 --> 00:08:18.210 Mags - SocialDay: You know, recommend what they need to do, what creators they need to work with, right? 48 00:08:19.440 --> 00:08:21.439 Mags - SocialDay: Is that how you operate? 49 00:08:21.660 --> 00:08:22.980 Kristen Bousquet (@kbousq): So… 50 00:08:23.770 --> 00:08:31.810 Kristen Bousquet (@kbousq): So, basically, I mean, with… I guess it could work in different ways, like, that's not necessarily always how it works, it's kind of like a… 51 00:08:32.220 --> 00:08:43.860 Kristen Bousquet (@kbousq): I'm sure there are different experiences that we've both had. I am, from a creator perspective, finding that brands are maybe coming to us creators, and 52 00:08:44.010 --> 00:08:45.780 Kristen Bousquet (@kbousq): Maybe not giving us… 53 00:08:45.780 --> 00:09:05.550 Kristen Bousquet (@kbousq): exactly the answer of, like, this is what we're looking for as a goal, but it's always something I'm wanting to ask so that we're all on the same page, but there are signs, right? Like, I might see that they're offering me a discount code and, like, a trackable link, so in my mind, I'm saying, okay, that brand definitely is looking for direct conversion, like, they want me to post this and make sales. 54 00:09:05.550 --> 00:09:09.149 Kristen Bousquet (@kbousq): Versus, you know, I might have something that 55 00:09:09.170 --> 00:09:18.989 Kristen Bousquet (@kbousq): is just more of, like, a fun reel that, like, they want to just be, like, funny and go viral, that might be something that I'm thinking is more of, like, a brand awareness play. 56 00:09:19.320 --> 00:09:34.300 Mags - SocialDay: No, that's amazing. Sorry, the reason why I asked you… I asked this is because there used to be a moment in time, right, where maybe influencer marketers or people that work in social media would actually think of a single metric to ask 57 00:09:34.300 --> 00:09:45.809 Mags - SocialDay: from a creator, right? You either wanted views and awareness, or you either wanted conversion, and you would actually go to that creator, basically being like, hey, like, I need you to help me get these numbers, right? 58 00:09:45.990 --> 00:10:01.180 Mags - SocialDay: And what I'm seeing right now is creators kind of, like, pushing back a little bit, saying, like, okay, yeah, I can get you that, definitely, but don't forget that this is also all the other things that I can do for you, and it's not just about a single metric, but it's how we work 59 00:10:02.140 --> 00:10:07.049 Mags - SocialDay: as a whole, basically. That's… That's where I was going to that question, sorry. 60 00:10:08.800 --> 00:10:13.209 Kristen Bousquet (@kbousq): Yeah, no, I'm definitely with you there. I think that makes a lot of sense, too, because 61 00:10:13.230 --> 00:10:37.629 Kristen Bousquet (@kbousq): as creators, I think most of us have found that when we're working with brands on more, like, repeat exposure or longer-term partnerships, we're all seeing better results, you know? From our audience really responding well to the ads, to them actually going and purchasing, and then the brand making more ROI. So I think it's really smart for brands to tap into that, and I know creators absolutely love that. 62 00:10:38.820 --> 00:10:52.460 Mags - SocialDay: I'm talking about data creators and how we see it from different perspectives. How can brands give creators enough freedom to make content, you know, that feels like them, but it's also hitting their KPIs? 63 00:10:53.030 --> 00:10:58.999 Mags - SocialDay: Is there any tips that you usually see? Is there something that you see that is missing from the brief when it comes to you? 64 00:11:01.190 --> 00:11:06.259 Kristen Bousquet (@kbousq): Sorry, me, I was gonna say, I don't wanna, like, keep talking over you. 65 00:11:06.260 --> 00:11:07.060 Mags - SocialDay: No, we'll. 66 00:11:07.060 --> 00:11:12.799 Vi Nguyen: I feel like you've been answering, so I just wanted to take it, but it's okay, you can go first, Christian. 67 00:11:12.800 --> 00:11:36.480 Kristen Bousquet (@kbousq): Yeah, I think that's, like, a really challenging part of brand-creator partnerships. I know from a creator's perspective, I hear a lot of creators be really upset about this in many scenarios. It's interesting because I know brands, of course, have to have some ownership on, you know, talking points or things like that that are gonna make sure that the creator is 68 00:11:36.690 --> 00:11:53.409 Kristen Bousquet (@kbousq): getting across the point that the brand needs to get across in order to make it feel like it was worth it for them. But at the same time, I think it's important for brands to remember, like, we know our audience best, and I've gotten so many briefs, or scripts even, where I've gone, my audience is gonna hate this, and it's… 69 00:11:53.410 --> 00:12:01.300 Kristen Bousquet (@kbousq): I always push back, but I know there are so many creators who don't, because they're afraid of maybe losing a deal, and so… 70 00:12:01.300 --> 00:12:20.890 Kristen Bousquet (@kbousq): I would say, you know, as a brand, thinking about it from a creator's perspective, like, you're hiring them for a reason, because you trust in their content. The second you give them too many requirements, it's no longer their content, and so you can't really expect, to get maybe the results that you're looking to get. 71 00:12:21.060 --> 00:12:22.780 Kristen Bousquet (@kbousq): Unfortunately. 72 00:12:23.190 --> 00:12:27.960 Mags - SocialDay: No, yeah, it makes total sense. MD, for you, how does it work, you being on the other side of… 73 00:12:28.490 --> 00:12:28.970 Mags - SocialDay: of the. 74 00:12:28.970 --> 00:12:29.390 Vi Nguyen: Yeah. 75 00:12:29.390 --> 00:12:30.230 Mags - SocialDay: gold, I should say. 76 00:12:30.230 --> 00:12:47.669 Vi Nguyen: I… I can actually touch on both sides, actually, because, like, there are a lot of things that I agree with what Christian just mentioned, and first of all, I wanted to say that I really like this question, because I think it gives, like, the balance, you know, like, where a lot of creative partnerships either work 77 00:12:47.710 --> 00:13:09.850 Vi Nguyen: well, or, like, it fall apart, right? Like, Christian, like, you know, mentioned, like, 10 creators, like, they are afraid to, you know, leave their feedback, you know, on the types of groups and guidelines that brands give them, and they was, like, all, like, because, like, they gave too much opinions, for example, and then, like, they might not want to work with them, like, in the future. 78 00:13:09.850 --> 00:13:12.169 Vi Nguyen: But as a creator, I think 79 00:13:12.170 --> 00:13:27.610 Vi Nguyen: I would know pretty quickly when I'm being asked to recreate the brand's, you know, post or content, versus when I'm actually being trusted to create something that, like, in my own style. 80 00:13:27.610 --> 00:13:35.150 Vi Nguyen: So I think brands should be, like, very clear about, you know, what absolutely has to be included. 81 00:13:35.200 --> 00:13:53.979 Vi Nguyen: I'm thinking about, like, product claim, keywords of, like, their service or, like, product that they wanted, creators to mention, both in the content itself or, like, on the post copy, some legal language. That's definitely, like, the key thing to, 82 00:13:53.980 --> 00:14:12.610 Vi Nguyen: you know, incorporate in every brief, right? Or if it's, like, for, like, engagement, or, like, traffic, like, we, should also look at, like, call to action, like, at the end of, like, the content, if it's, like, a video, or if, like, a multi-image, okay, also, like, add it at the end slide, or things like that. 83 00:14:13.010 --> 00:14:20.540 Vi Nguyen: And… but I think beyond those things, like, just give Creator, like, some breathing room, like, don't tell them to, like, say… 84 00:14:20.540 --> 00:14:34.889 Vi Nguyen: this exactly script, like, don't miss a word, or you need to film with, like, this specific background, or things like that. So I feel like that's kind of, like, go beyond giving them, like, the creative freedom that they need, and also 85 00:14:35.460 --> 00:14:51.270 Vi Nguyen: if brand is, like, being that specific, I feel like they just want the creator to create something that they want, and if that happens, I feel like they could just use their, like, in-house, like, creative or design team to do that, instead of, like, working with creators. 86 00:14:51.270 --> 00:15:02.500 Mags - SocialDay: I love that you say that, because I was actually thinking the same. It's kind of like, if you have such a script that you would rather do it yourself, just do it yourself, like, how to trust the Creator. 87 00:15:03.160 --> 00:15:03.490 Kristen Bousquet (@kbousq): Who's… 88 00:15:03.520 --> 00:15:04.140 Vi Nguyen: Yeah. 89 00:15:04.140 --> 00:15:04.570 Kristen Bousquet (@kbousq): Yeah. 90 00:15:05.190 --> 00:15:30.140 Vi Nguyen: And from a brand perspective, like I said, like, there are some non-negotiables that we need to include, you know, like, product claims, like, you need to mention specific, you know, like, the correct product names, or, like, some legal languages that, like, you can't say this, or, like, you can't say that, in your content, and also, please be aware of, like, your background, like, don't include, you know, our 91 00:15:30.140 --> 00:15:40.569 Vi Nguyen: a competitor's logo, or things like that, like, if you were to film outside, some things like that. So that's, like, from both sides that I am thinking about, and it's still, like, you've… 92 00:15:40.570 --> 00:15:41.980 Vi Nguyen: Braun, you know. 93 00:15:42.300 --> 00:15:50.149 Vi Nguyen: The, understanding to give creators, like, the freedom that they need to be creative, and then create content in their own style. 94 00:15:50.580 --> 00:15:51.080 Kristen Bousquet (@kbousq): Yeah. 95 00:15:51.080 --> 00:15:54.330 Mags - SocialDay: I think there's a balance, right? There's a balance between… 96 00:15:54.730 --> 00:15:58.590 Mags - SocialDay: Of course, if, like, do you have any restrictions, let me… 97 00:15:58.650 --> 00:16:18.580 Mags - SocialDay: take a step back there. If you have restrictions because you're in a regulated industry, and you have to say certain words, or you have disclaimers, of course, the length of the campaign that you're running is not going to be, like, week by week. You can't just, like, send that brief to someone, expect to do something creative in a few days. You have to… 98 00:16:18.580 --> 00:16:31.809 Mags - SocialDay: give it a little bit more time, maybe to speak with them, but actually, and tell them what it's okay, what is not okay. And, I don't know, if you have more creative freedom, maybe you're coming from a brand, you just can run with it, and your times are going to be completely different. 99 00:16:31.810 --> 00:16:40.079 Mags - SocialDay: That takes me into the next point, which is what needs to happen internally before actually we send a campaign or a brief to that creator? 100 00:16:40.230 --> 00:16:43.740 Mags - SocialDay: Is there, like, any content that, you know, we can… 101 00:16:44.490 --> 00:16:53.139 Mags - SocialDay: you know, set up, it's like, any rules, any guidelines? It's gonna, you know, what… how do we plan the campaign before actually we get into the creators to do it? 102 00:16:54.670 --> 00:16:56.389 Mags - SocialDay: Kristen, do you want to start? 103 00:16:57.150 --> 00:17:07.749 Kristen Bousquet (@kbousq): Well, I… I'm… think this might be more of a V question. I typically am not, like, planning the campaigns, but I can tell you what is helpful for us. 104 00:17:07.750 --> 00:17:10.989 Mags - SocialDay: But I wanna… I wanna hear from your side, because I'm sure. 105 00:17:10.990 --> 00:17:11.460 Vi Nguyen: Yeah. 106 00:17:11.460 --> 00:17:22.710 Mags - SocialDay: Must have read it, actually, a brief where we said, like, actually, no, let's take a step back, because there are so many things missing, and that are being considered into this, that from a creative perspective, are super important. 107 00:17:23.819 --> 00:17:48.769 Kristen Bousquet (@kbousq): Yeah, I mean, from a creator perspective, I think we love guidelines, but we don't love a script, you know? We want to have flexibility, but I think we also do need to make sure that we're on the complete same page about everything top to bottom. I've had so many creators, and even myself, where I've gotten a brief, I've done everything to the brief, and then needed a reshoot because of something really small that was in 108 00:17:48.769 --> 00:18:01.189 Kristen Bousquet (@kbousq): ever on the brief. And honestly, from a creator perspective, there is nothing more frustrating than that, especially when we've already, like, done all the shooting, all the editing, and all that. So, I think… 109 00:18:01.319 --> 00:18:24.849 Kristen Bousquet (@kbousq): even when you're thinking about, like, really small things, actually, just a few weeks ago, I wrote an article for Forbes, and I was interviewing someone who is a talent agent, and she was sharing a story about how a creator was doing a partnership, and she had to reshoot the whole campaign because she was wearing, like, a necklace that the brand didn't like. And so, you know, something like that is really… that's, like, a creator… 110 00:18:24.850 --> 00:18:25.890 Mags - SocialDay: Crazy. 111 00:18:25.890 --> 00:18:28.810 Kristen Bousquet (@kbousq): They're never going to want to work with that brand ever again. 112 00:18:28.810 --> 00:18:29.280 Mags - SocialDay: Yeah. 113 00:18:29.280 --> 00:18:45.649 Kristen Bousquet (@kbousq): like, it's frustrating for everyone involved, but I think things like that is, like, if you're gonna have that strict of guidelines, you have to make sure it's on the brief in the beginning. And I think another point, too, with briefs or scripts or whatever it might be is, like. 114 00:18:45.960 --> 00:19:10.649 Kristen Bousquet (@kbousq): doing as much, I guess, kind of, like, prepping for a creator, even before they sign a contract. You know, like, I want to know before I sign a contract, are you gonna try and have me read, like, a full-on script? Because if so, I probably don't want to sign the contract. You know, like, what type of flexibility do you have? What are… what kind of creative freedom are you offering? I'm usually trying to figure that out before I even sign a contract. 115 00:19:11.300 --> 00:19:15.620 Kristen Bousquet (@kbousq): But, even once we're in a partnership, I think from… 116 00:19:15.620 --> 00:19:36.380 Kristen Bousquet (@kbousq): for a creator, it would be very helpful for us, like, let us send you a script and have you approve it before we actually go out and film. I'm always trying to do as much of that kind of prep work before I actually go to film, because there's really nothing worse than having to re-film something, like, that is a creator's worst nightmare. So, yeah. 117 00:19:36.670 --> 00:19:41.599 Mags - SocialDay: No, but that makes real sense, and I think it's also something for, 118 00:19:42.940 --> 00:20:01.890 Mags - SocialDay: like, brand people are actually to think about, if I am working for a super-regulated industry that is very serious, and I have a very uptight, senior leadership, and probably work with a creator that talks about sex toys, I think it's just kind of, like, to talk the fact that there are going to be some rules, kind of like, yeah, you can follow your bathroom. It's just like, maybe not have, like. 119 00:20:02.080 --> 00:20:10.790 Mags - SocialDay: Brow or underwear in your bed, or, like, normal chaos, and it happens, but maybe you have to see what the Creator has been created in the last few… 120 00:20:10.940 --> 00:20:12.610 Mags - SocialDay: Days? Months, maybe? 121 00:20:13.420 --> 00:20:14.440 Kristen Bousquet (@kbousq): Great point. 122 00:20:15.250 --> 00:20:21.540 Mags - SocialDay: Be from your side, what does need to happen internally before actually a Creator campaign? 123 00:20:21.540 --> 00:20:21.960 Vi Nguyen: Yeah 124 00:20:22.520 --> 00:20:37.450 Vi Nguyen: I 100% felt Christian and the Creator's side, like, when… with, like, everything she just went over, but then I also used my, like, in-house brand, like, brain at the same time. Like, I think… 125 00:20:37.540 --> 00:20:45.040 Vi Nguyen: before everything happens, you know, with, you know, collaborating with the Creator. 126 00:20:45.040 --> 00:20:57.990 Vi Nguyen: I believe the one important thing that needs to happen internally is alignment within, you know, every stakeholder that's involved, right? Like, I think brands should think about 127 00:20:57.990 --> 00:21:01.350 Vi Nguyen: Distribution before the content even created, like. 128 00:21:01.410 --> 00:21:15.009 Vi Nguyen: you know, are they going to repost that post if it got posted on the Creator's page? Or are they going to ask for usage rates for later usage, or are they going to, 129 00:21:15.150 --> 00:21:25.499 Vi Nguyen: you know, be allowed to edit the original content, things like that. And also, I'm thinking about approvals, because with brands, you know, there will be 130 00:21:25.500 --> 00:21:43.759 Vi Nguyen: many teams involved, not just many people now, it's, like, many teams. Like, for example, like, the brain team, the social media team, sometimes, like, the sales team got involved as well, things like that. So, who needs to review it before we get back to the Creator for revision, because that 131 00:21:43.760 --> 00:21:49.719 Vi Nguyen: you know, happens all the time, like, at least once, right? One route of revision, and… 132 00:21:49.970 --> 00:22:06.310 Vi Nguyen: who will be the point of contact between, like, creator, you know, and brands, so that it's easier, for, like, communication? And I think especially when working with creators, like, you don't want a piece of content sitting with internal approvals for, like. 133 00:22:06.380 --> 00:22:20.589 Vi Nguyen: two weeks, three weeks, and then you reach the point that, like, you meet the deadline, and then you only get approval, you know, today, and then you need the post to go out, like, in two days, and then you get back to Creator, like, two… 134 00:22:20.590 --> 00:22:36.499 Vi Nguyen: turn it around, like, really quickly. So you, you want to, like, award that. So just make sure everything is aligned internally before you, reach out and communicate with, creators. So I think that would, like, really help and make things, like, so much easier for both sides. 135 00:22:37.370 --> 00:22:37.840 Kristen Bousquet (@kbousq): Love. 136 00:22:37.840 --> 00:22:40.879 Mags - SocialDay: No, that's… yeah, that is actually a great point that, 137 00:22:41.720 --> 00:22:50.149 Mags - SocialDay: most of us are actually, especially working in social studies SoFi space, you can't, like, say yes first, and we're gonna do it, and then you do all the mini bits. 138 00:22:50.150 --> 00:22:50.690 Vi Nguyen: Yeah. 139 00:22:50.740 --> 00:22:58.320 Mags - SocialDay: Of approvals, and actually, you know, setting up the structure to get stuff approved, which we know can take, sometimes, a really long time. 140 00:22:58.870 --> 00:22:59.300 Kristen Bousquet (@kbousq): Yeah. 141 00:23:00.820 --> 00:23:13.330 Mags - SocialDay: Now, I wrote this question more from your side, but I also want to, again, hear Kristen's perspective on maybe looking it back to how she works with companies. How do you track, 142 00:23:13.330 --> 00:23:23.720 Mags - SocialDay: Of course, we just touched on KPIs and how great it actually is, you know, to understand what are the goals of each one of the campaigns for both sides, but how do you track this to… 143 00:23:23.970 --> 00:23:41.660 Mags - SocialDay: show back that a campaign is actually working, and, you know, or the results from working from a Creator are actually good, besides, yeah, the content is good, and we had views, or… how do you make a case? That's basically what I'm asking, to take back to your company and say, like, this is the reason why it's working. 144 00:23:42.660 --> 00:23:54.009 Vi Nguyen: Yeah, I think the first thing that we always need to link back to is the objective, the goal of the campaign, of why we want to work with Creator instead of, like. 145 00:23:54.090 --> 00:24:17.340 Vi Nguyen: you know, in-house team, right? Like, if it's awareness, it's obviously looking at, like, the video views, reach, impressions, etc. And if we're looking to drive consideration, like, we might look at, like, engagement clicks, website behaviors, or even sentiment. And as a community manager, I think we also need to look 146 00:24:17.340 --> 00:24:18.320 Vi Nguyen: beyond. 147 00:24:18.320 --> 00:24:22.270 Vi Nguyen: Those, you know, data and, the numbers. 148 00:24:22.300 --> 00:24:39.340 Vi Nguyen: The quality… the qualitative, you know, data can also tell us a lot about, you know, how the content is performing, the type of community we're actually building from that content, especially what creators' content, because 149 00:24:39.880 --> 00:24:44.820 Vi Nguyen: They are reaching different types of networks and audience groups that 150 00:24:44.820 --> 00:25:05.160 Vi Nguyen: the brand itself might not get to, you know, organically. And just to track, like, what are people saying in the comments in their, you know, post-comment, and what questions are coming up, are there opportunities for brands to, like, come in and, you know, participate in that, conversation? And, 151 00:25:05.160 --> 00:25:18.420 Vi Nguyen: are, you know, their audiences sharing their experience from using that product, or, service as well? And if there are any challenges that we could, you know, take back, and then feedback. 152 00:25:18.420 --> 00:25:31.760 Vi Nguyen: to the appropriate team that, hey, these are, like, the consistent, issues that we've seen, you know, from our Creator posts, and what do we need to do to improve this, and then… 153 00:25:31.760 --> 00:25:49.319 Vi Nguyen: you know, kind of make a post or, like, follow up in that comment section. So I think those signals, you know, might not, like, immediately show up as a conversion metric sometimes, but they can really tell, you know, if the content is creating the relationship with the audience that we want long-term. 154 00:25:50.520 --> 00:25:56.029 Mags - SocialDay: I love that. It's maximizing every metric as much as we can, just to make the case to bring it back, yeah. 155 00:25:56.190 --> 00:26:01.229 Mags - SocialDay: That's actually perfect. Christine, from your perspective, is there… 156 00:26:01.630 --> 00:26:13.690 Mags - SocialDay: Anything that you think that actually will help, in-house people to, you know, build a case for working with creators a little bit more that you don't see happening? 157 00:26:15.370 --> 00:26:34.899 Kristen Bousquet (@kbousq): Yeah, I mean, it's tough because I'm not on that side, but I mean, for me as a creator, thinking about, like, what makes me feel like a campaign went really well, or maybe, like, a company that I'd want to work with again, it's honestly two big things, really how my audience responded, outside of even just the numbers. 158 00:26:34.900 --> 00:26:42.909 Kristen Bousquet (@kbousq): And then also how my experience was actually working with the brand, like we talked about earlier, sometimes there are brands that… 159 00:26:42.910 --> 00:27:07.269 Kristen Bousquet (@kbousq): make it really difficult for you to do something that, you know, you know your audience is gonna really like, or maybe it's a brand that had a lot of demands, but, like, didn't really help you when you had things you needed, and, you know, you really want to feel good in a partnership, even if it is a brand that pays really well, or it's a product you really like. Having communication or, you know, like, maybe a rocky relationship. 160 00:27:07.280 --> 00:27:10.150 Kristen Bousquet (@kbousq): That kind of gives you a bad taste in your mouth. 161 00:27:10.150 --> 00:27:35.089 Kristen Bousquet (@kbousq): will make you not want to work with the brand again. So, a lot of the brands that I've partnered with time and time again, like, these are people that I've now just become friends with, you know, and I have, like, a great relationship with them, where, like, you know, we… we talk about things outside of social media, and I've kind of built that relationship. And then I also, again, am thinking about how my audience responded, so even, you know, sometimes 162 00:27:35.090 --> 00:27:59.530 Kristen Bousquet (@kbousq): I'll get DMs, like, a month later, or a couple months later after a partnership, hey, I saw you were talking about this brand, like, I was just thinking about getting into it, like, do you still have a discount code? Or think… I think about, those things in the long term, but even, you know, right off the bat, or if I'm getting DMs, or, you know, when I go to dinner with my friends, and they're talking to me about the campaign or the product. 163 00:27:59.540 --> 00:28:09.209 Kristen Bousquet (@kbousq): That is always, like, a really good sign to me that that's a brand my audience is actually really interested in outside of just, like, comments, etc. 164 00:28:09.210 --> 00:28:15.409 Mags - SocialDay: No, but I love that, and I love the fact that you just said that, because my… the best… 165 00:28:15.920 --> 00:28:28.030 Mags - SocialDay: Creator campaign. Sorry, I just lost my words here, there for a second. The best Creator campaign that I worked at was actually with someone that, after a few weeks, or even, like, would follow up with me and be like, hey, this is… 166 00:28:28.030 --> 00:28:37.460 Mags - SocialDay: how those assets are performing still to this day. It's like I'm still getting those kind of, like, messages and DMs and asking me about it, and that actually just made it so easy for me. 167 00:28:37.460 --> 00:28:42.130 Mags - SocialDay: To go back to the company and be like, hey, this is results that we got with this person. 168 00:28:42.430 --> 00:28:53.290 Mags - SocialDay: So that's what actually, you know, is the cherry on top, to be like, actually, we build that relationship, so they would be feedback to me the information. I'll be like, oh, they are amazing, like, this works so well. 169 00:28:53.590 --> 00:29:06.789 Kristen Bousquet (@kbousq): Yeah, yeah, when we're all happy, even outside of the numbers, I feel like that is something that always makes me want to continue a relationship, and also makes me so much more motivated to just have the brand win more. 170 00:29:07.680 --> 00:29:23.449 Mags - SocialDay: Yeah, so… which is, in the end, what we want, right? This has to be a win for both of us. You have to have a nice time, the company has to have a nice time and get results, it's… in the end, we… if everything goes well during the partnership, we all want to work with each other again. 171 00:29:24.060 --> 00:29:33.890 Mags - SocialDay: Now, time flies, Scott, it's almost… well, it is half past, so I'm gonna have one more question, and then we're gonna go to the Q&A. 172 00:29:34.160 --> 00:29:38.200 Mags - SocialDay: What's the biggest lesson you learned from a Creator campaign? 173 00:29:38.310 --> 00:29:41.760 Mags - SocialDay: From a creator perspective, Kristen, if you want to start? 174 00:29:42.620 --> 00:29:43.830 Kristen Bousquet (@kbousq): Hmm… 175 00:29:46.400 --> 00:30:04.399 Kristen Bousquet (@kbousq): I think biggest lesson I have learned from one of my campaigns… honestly, I feel like everything I'm thinking in my head just comes back to communication. I have learned to just be such an over-communicator as a creator, because I… 176 00:30:04.400 --> 00:30:28.379 Kristen Bousquet (@kbousq): I don't want to waste time, you know? And so, I'm always asking a million questions up front, and I'm always, you know, asking for clarification in briefs, and like I said, sending scripts before I actually film, and even thinking about, like, preferences, like, oh, would you rather I wear this shirt or this shirt? I'm actually in a partnership right now where 177 00:30:28.400 --> 00:30:53.009 Kristen Bousquet (@kbousq): they had me, like, send photos of different background, like, setups that I would shoot in front of, and I was like, I love that, because I know that they're gonna like the background, they're gonna like the shirt, like, so we can make sure that we're just over-communicating, and then everyone will be happy at the end. So, I think communication, timely communication specifically, has just been, like, the biggest thing that I've learned to just be better at, and I think 178 00:30:53.220 --> 00:31:17.929 Kristen Bousquet (@kbousq): that comes from both a brand and creator side. Like, a creator in my community recently was talking about how she sent in her content on time, and then she had, weeks go by without hearing back from the brand, and she was following up and not getting any response, and then finally gets a response, and they're like, great, can you post it next week? And she's like, what do you mean? Like, I didn't even know if you saw this, no one was answering me, so… 179 00:31:17.930 --> 00:31:20.230 Kristen Bousquet (@kbousq): And that, I think, is, again, like. 180 00:31:20.230 --> 00:31:26.409 Kristen Bousquet (@kbousq): just giving us a bad taste in our mouth, too. So, communication is really what it all comes down to. 181 00:31:27.600 --> 00:31:30.500 Mags - SocialDay: Yeah, no, that makes total sense. 182 00:31:30.890 --> 00:31:34.070 Mags - SocialDay: Vi, from your side, what's the biggest lesson you've learned? 183 00:31:35.590 --> 00:31:51.700 Vi Nguyen: I think it would be pretty much similar to what Christian, just said, because it's absolutely right, like, you know, for this, it's about relationship building, it's about collaboration, right? Like, I'm fortunate that I get to understand both sides, you know? 184 00:31:51.720 --> 00:32:10.309 Vi Nguyen: you know, as I've worked in-house, thinking what brand needs from Creator and the non-negotiables that I mentioned earlier, and also becoming a creator myself changed the way I think about creator partnerships as well. Often, creators, you know, work on their own, and that's just, like, so much work. 185 00:32:10.310 --> 00:32:14.240 Vi Nguyen: Happened behind that, you know, 30-second short-form videos. 186 00:32:14.570 --> 00:32:29.110 Vi Nguyen: And I totally understand that now. And then also, like, from managing time, you know, the time of the day to get that perfect lighting, and then also to, like, filming, editing, and then, like, revisions from brand. So I think it helps me 187 00:32:29.110 --> 00:32:51.390 Vi Nguyen: to be more, empathetic to the creator side, and then at the same time, working on the brand side has helped me understand, like, why brands, you know, are so strict on certain things, and then, like, why they always, like, require this and that. So the more I understand both sides, the more I believe, like, a good creator and brand partnership is built on, you know. 188 00:32:51.410 --> 00:32:59.449 Vi Nguyen: A clear communication, being, you know, super clear of what each other wants, and also to build just from there. 189 00:33:00.490 --> 00:33:05.450 Mags - SocialDay: I'm laughing because, girls, I feel like the bar is so low. 190 00:33:05.850 --> 00:33:06.660 Kristen Bousquet (@kbousq): Really. 191 00:33:06.660 --> 00:33:09.910 Mags - SocialDay: Keller, what are you asking? Clear communication! 192 00:33:12.640 --> 00:33:27.579 Mags - SocialDay: But yeah, I mean, to be fair, it just signals the state of most of, the market right now, behind the industries, that the fact that you have to chase after every email and every message, it's not much to us, to be fair, just to have a clear communication. 193 00:33:28.050 --> 00:33:39.240 Mags - SocialDay: It needs to be there, and it needs to be there for both sides, for the creator to do a good job, and for you, and in-house to actually give them everything they need for them to do a good job, and you to do a good job at the same time. 194 00:33:39.530 --> 00:33:40.120 Kristen Bousquet (@kbousq): Yeah? 195 00:33:40.780 --> 00:33:41.780 Vi Nguyen: 100%. 196 00:33:42.260 --> 00:33:43.200 Mags - SocialDay: So, yeah. 197 00:33:43.880 --> 00:33:46.799 Mags - SocialDay: We do have a question. 198 00:33:48.670 --> 00:33:54.840 Mags - SocialDay: Let me read this out. How do we balance the role between brand social and creator content for a brand? 199 00:33:55.470 --> 00:34:04.690 Mags - SocialDay: Which I imagine, with the role, they meant how much do we mix, like, the content from brand, versus the content from… 200 00:34:05.580 --> 00:34:07.460 Mags - SocialDay: Con-, like, Creator Content. 201 00:34:08.250 --> 00:34:10.690 Mags - SocialDay: I hope that's a question, but I'm… 202 00:34:11.050 --> 00:34:12.980 Mags - SocialDay: BJ, you wanna go on that one? 203 00:34:12.980 --> 00:34:13.699 Vi Nguyen: Yeah. 204 00:34:13.840 --> 00:34:35.060 Vi Nguyen: I feel like I touched on this a little bit, earlier, like, we want to make that balance, right? Because creator or influencer content should be embedded into the brand's wider strategy right from the beginning. Like, we don't want it to be ad hoc, but it can be ad hoc, but we need to, like, give space 205 00:34:35.060 --> 00:34:52.350 Vi Nguyen: to include them in the beginning. Like, for example, we do have, you know, regular campaigns that we want to run throughout the years, like, always on, and then how can we integrate some of, like, content from creators into that always-on campaign? So it doesn't have to be, like. 206 00:34:52.370 --> 00:35:11.270 Vi Nguyen: you know, some animated videos that, like, made from the creative… the in-house creative or design team, and it doesn't always have to be, like, all brand elements in that content, so it needs to, like, cham in some of, like, those, you know, real, and authentic, type of content from the creators as well. 207 00:35:11.460 --> 00:35:13.930 Mags - SocialDay: Yeah. Yeah, no, fair enough. 208 00:35:15.040 --> 00:35:24.640 Mags - SocialDay: It's a tricky question, right? Because maybe it depends a little bit in the industry that you're in, so B2B industries tend to, you know, let you do a little bit more of, like. 209 00:35:25.200 --> 00:35:37.909 Mags - SocialDay: brand content. It's a little bit more serious, right? But there are brands that are, direct-to-consumer that are all about, like, Creator content, and they work through that only, and it works well for them. 210 00:35:40.440 --> 00:35:45.320 Mags - SocialDay: Yeah, sorry, Christine, I didn't know if, like, you wanted to add something else. 211 00:35:45.610 --> 00:35:46.249 Kristen Bousquet (@kbousq): No, I think… 212 00:35:46.250 --> 00:35:46.569 Mags - SocialDay: I'm not holding. 213 00:35:46.570 --> 00:35:50.710 Kristen Bousquet (@kbousq): I think Vi covered it, honestly. And again, like, that's not… 214 00:35:50.720 --> 00:36:05.700 Kristen Bousquet (@kbousq): I don't deal with, like, the socials for brands often, so I don't have a ton to add, but I do think it makes sense, right? Like, every brand, I think, is going to be a little bit different, and it also is so dependent on budgets and, you know, current 215 00:36:05.700 --> 00:36:17.740 Kristen Bousquet (@kbousq): products and how big launches are and whatnot, but I think every brand could do some experimentation and just kind of see what makes the most sense for them, and kind of run with it from there. 216 00:36:17.740 --> 00:36:18.270 Mags - SocialDay: Yeah. 217 00:36:18.490 --> 00:36:27.750 Mags - SocialDay: And you also see it as a consumer, right? When it's all too much about brand content, it gets boring rather quickly, and it's good to have, actually, that mix of Creator content. 218 00:36:28.330 --> 00:36:37.370 Kristen Bousquet (@kbousq): Yeah, definitely. It's one thing when the brand is saying we're the best all the time, but when other people come in and say we're the best, you're like, oh, okay, now I can, like, listen. 219 00:36:38.050 --> 00:36:40.330 Mags - SocialDay: Oh, yeah, it might be true. 220 00:36:40.730 --> 00:36:41.550 Kristen Bousquet (@kbousq): Yeah. 221 00:36:42.470 --> 00:36:42.860 Mags - SocialDay: Oh, I. 222 00:36:42.860 --> 00:36:54.969 Vi Nguyen: I hope I covered, I hope I covered, the question, but if, Alan, Ray, you have, you know, follow-up questions after that, feel free to reach out to, one of us, after the call, too. 223 00:36:55.310 --> 00:37:11.479 Mags - SocialDay: I was just gonna say that, yes, if anyone wants to reach out to Vi or Kristen on LinkedIn, I'll share the links to their accounts, after the session. But if you have any questions, feel free to reach out, I'm sure they'll be more than happy to answer any questions. 224 00:37:12.250 --> 00:37:13.479 Mags - SocialDay: And thank you. 225 00:37:13.480 --> 00:37:14.749 Kristen Bousquet (@kbousq): for having us. 226 00:37:14.750 --> 00:37:21.270 Mags - SocialDay: Oh, thank you so much, you were both great! This was, Vi's first, webinar. 227 00:37:21.740 --> 00:37:22.820 Kristen Bousquet (@kbousq): Aww, she is. 228 00:37:22.820 --> 00:37:23.330 Mags - SocialDay: So well. 229 00:37:23.330 --> 00:37:24.630 Kristen Bousquet (@kbousq): killed it. 230 00:37:24.630 --> 00:37:25.380 Vi Nguyen: Thank you. 231 00:37:25.660 --> 00:37:36.249 Vi Nguyen: And if you guys have any feedback for, my, you know, speaking today, feel free to, like, send those to me as well, because I always welcome feedback, because that's how you improve, right? 232 00:37:37.350 --> 00:37:41.410 Mags - SocialDay: No, you did so well. Thank you, everyone, for joining us today. Until next time. 233 00:37:42.100 --> 00:37:43.590 Vi Nguyen: Thanks, everyone. Thanks, thanks a lot. 234 00:37:43.590 --> 00:37:44.110 Mags - SocialDay: Bye! 235 00:37:44.470 --> 00:37:45.170 Kristen Bousquet (@kbousq): Bye!