The document discusses a case study of Samsung's influencer marketing campaign in Sao Paulo and Porto Alegre from 2013-2014. 18 influencers were selected to become "friends" of the brand and given gifts like cameras, phones, and invitations to events in exchange for social media posts. Over 280 posts were analyzed from Instagram, Twitter, and Facebook. The results showed that influencers used posts to display their professional and social connections and positions. Many posts seemed to be in direct response or retaliation to the brand or agency. The agency's pre-existing relationships with influencers also impacted the campaign results. The influencers' perceived social positions influenced the tone and content of their posts as well.

14. INFLUENCER
STAGE: INSTAGRAM, FACEBOOK, TWITTER
AUDIENCE
CIRCUIT:VIPGUESTS
CLOSEFRIENDS+AGENCY:CLAQUÉ
POST
CLOSE FRIENDS
AGENCY
PRODUCT
BRAND
CIRCUIT
LIKES
COMMENTS
LIKES
COMMENTS

31. O CASO

32. • SAMSUNG: DIFICULDADE DE INSERÇÃO ENTRE COOL PEOPLE
• AÇÃO: SELEÇÃO DE 18 INFLUENCIADORES COMO FRIENDS DA
MARCA
• POA E SÃO PAULO, 2013-2014
• AÇÃO CONTINUADA: PRESENTES, CONVITES PARA FESTAS,
CONTATO FREQUENTE
• GERENCIADO PELA AGÊNCIA
O CASO

33. Presente: Câmera Wi-fi Presente: Smartphone Presente: Camisa da Seleção
Festa da campanha - SP Festa de lançamento do celular - RJ Baile da Vogue

34. Posts relacionados com a campanha - por
“friends”
Rede social Posts %
Instagram 236 84%
Twitter 33 12%
Facebook 11 4%
Total 280 100%
+ 1.800 posts não relacionados com a
campanha para entender perfis de friends
e costumes em social media
MATERIAL PESQUISADO

36. • QUEM SÃO AS PESSOAS QUE APARECEM OU SÃO
MENCIONADAS?
• RELACIONAMENTO ENTRE ELAS
• OBJETOS E MARCAS NOS POSTS
• CONTEXTO DO POST
• COMENTADORES E CONTEÚDO DOS COMENTÁRIOS
• COMPARAÇÃO ENTRE POSTS DA CAMPANHA E “NORMAIS”
FONTES DE ANÁLISE

38. • NETNOGRAFIA (ETNOGRAFIA PARA AMBIENTES DIGITAIS, by Robert
Kozinets)
• ENTREVISTAS COM 8 “FRIENDS”
• CODIFICAÇÃO E ANÁLISE COM O SOFTWARE ATLAS.TI
METHODOLOGY

40. RESULTADOS:
O QUE APRENDEMOS

41. 1. A INSERÇÃO SOCIAL DOS INFLUENCIADORES TÊM UM
PAPEL DECISIVO NA SUA PRODUÇÃO DE WOMM
POSTS WERE USED TO DISPLAY THE INFLUENCER’S CONNECTIONS WITH THEIR
PROFESSIONAL AND SOCIAL-EXTENDED RELATIONSHIPS, AND TO PRESENT
THEMSELVES AS BEING WELL-POSITIONED MEMBERS IN THEIR SOCIAL GROUPS
(SINCE THEY WERE “CHOSEN” BY SAMSUNG)
FRIENDS INTERACTED BETWEEN THEMSELVES IN COMMENTS AND WITHIN
PICTURES, DISPLAYING SHARED CONNECTIONS AND EXPERIENCES. 66% OF THE
COMMENTS WERE SOME KIND OF COMPLIMENT.
SEVERAL POSTS ARE PUBLISHED AS RETRIBUTIONS FOR THE BRAND AND/OR THE
PEOPLE IN CHARGE OF THE CAMPAIGN.

42. 2. A SAMSUNG “PEGOU EMPRESTADOS” OS
RELACIONAMENTOS SOCIAIS DA AGÊNCIA
TASTEMAKER’S SOCIAL CONNECTION WITH THE INFLUENCERS DURING THE
CAMPAIGN WERE THE SOURCE OF SIGNIFICANT PART OF THE RESULTS
MUTUALITY RELATIONS AND EXPECTATION OF FUTURE BENEFITS COMING FROM
THIS SOCIAL-PROFESSIONAL TIES DRIVE INFLUENCER’S BEHAVIOR

43. 3. POSIÇÃO SOCIAL PERCEBIDA INFLUENCIA O CONTEÚDO
DO POST
INFLUENCERS AIMING TO ENHANCE THEIR PERCEIVED POSITION IN THEIR
PROFESSIONAL / SOCIAL EXTENDED GROUPS PUBLISHED ENTHUSIASTIC
ADVERTISING-LIKE POSTS
INFLUENCERS WELL POSITIONED IN THEIR PROFESSIONAL/SOCIAL GROUPS
PUBLISHED POSTS THAT PRESENT THEMSELVES AS ARTISTS, CREATORS
ALL OF THEM USED THE POSTS TO ENHANCE ONE DESIRABLE AND SELF-
ATTRIBUTED CHARACTER