New report download - the Definitive Practical Guide to Influencer Relationship Management
Influencer marketing has grown in importance in recent years as the popularity of content marketing has grown. Influencer marketing is an exciting strategy with “84% of marketers worldwide saying they would launch at least one influencer campaign within the next 12 months” according to eMarketer
For the lack of a better analogy, if influencer marketing were to take human form, it would be an awkward just post-pubescent teenager. It’s growing up yet not quite mature; it’s gaining a voice but isn’t always taken seriously. But teenagers do eventually mature, they just need some guidance along the way. The exact same goes for influencer marketing.
What is influencer marketing?
You'll know that influencer marketing is not a new concept. Word-of-mouth, social influence, PR and Public Affairs are all closely related.
Influencer marketing has many different definitions and forms as you would expect in such…
Research shows how PR specialists use social networks
This new Social PR Survey, including data from the Social Journalism Study shows how important social media is to PR Specialists. So how are PRs using social media? Is it to post their own content, repost content, monitor brands, engage with the media or join in conversations? As you'd expect, it's popular with more than 2/3 using social media on a daily basis. This report shows how it breaks down.
So, how active are PR Professionals who are using social media?
As expected, reasons for using social media include promoting their own content (74%) and a secondary goal is to reach out to the media.
The most used platforms when using Social Media for PR?
In terms of the preferred platforms, they primarily promote their content across Facebook and Twitter, with the latter…
Chart of the Day: Is your use of influencer marketing mainly campaign-based or continuous or always-on?
Our Managing digital marketing 2017 research report showed that integrating marketing campaign activities remains a major challenge, so it was interesting to see a new report from Traackr reviewing integration of influencer marketing. Their new report specifically considers influencer marketing in one sector, B2B technology, but references this research from a wider sample on the maturity of influencer marketing integration.
Similar to our research, it shows that integrated 'always' on programmes are rare, instead it's more common to have campaign-based programmes. It's understandable that much influencer marketing is campaign-based since that makes it easier to manage as part of campaign activities. The report from Mark Schaefer and Evy Wilkins also considers the role of 'micro-influencers' which I'm a strong believer in. The report interviews several tech marketers including Nicole…
How to grow your brand with an ambassador program
Word-of-mouth marketing remains one of the most effective tools at a company’s disposal; 74 percent of consumers identify word of mouth as one of their top points of influence. Rather than hoping word-of-mouth marketing occurs organically, many companies are taking matters into their own hands by creating brand ambassador programs.
A brand ambassador program takes advantage of the passion of your most enthusiastic fans. By giving them exclusive benefits and the autonomy to carry your message to consumers, you can create a word-of-mouth marketing campaign that thrives for years to come.
Successful Brand Ambassador Programs
Lululemon
Lululemon does more than sell athletic gear. The company’s target audience is youthful, active, vibrant and hip, and its brand ambassador program reflects this. Lululemon’s brand ambassadors have the kind of lifestyle the company encourages, and they do so in a public way. In return, Lululemon rewards…
Why influencer marketing will go from strength to strength this year
If you thought influencer marketing was big in 2016, you thought wrong. At its core, Influencer Marketing is about to explode this year. This year, marketers are doubling down on their influencer marketing efforts, increasing their budgets to include the tactic as a strategic piece of their overall marketing mix. With newer types of marketing methods being introduced each day, influencer marketing is likely to stay in the limelight.
A recent survey has it that around 84% marketers have at least one influencer marketing campaign planned for 2017. Simply put, the Influencer marketing is a type of marketing that focuses on using key leaders to drive their brand’s message to the larger market segment. In other words, it helps you concentrate on the central figures in marketing rather than focusing on marketing as a niche. These key leaders can be…
Chart of the day: 71% of luxury brands measure influencer success through web traffic
In recent years, using influencers to market products has become a core part of most brands marketing strategy. But now it has become a key strategy for some of the world's biggest luxury brands. The struggle for many luxury brands is being able to measure their return on investment, as it is hard to single its success down to just one influencer or product.
One study asked both luxury and non-luxury brands how they measure the success of a campaign where influencers have been used as part of the strategy.
62% of luxury brands said that revenue generation is an important measure of success, whereas only 44% of non-luxury brands place value on revenue. For luxury brands 79% measure the success of influencer collaborations through web traffic generated.
Although it is difficult to fully understand what impact influencers have, brands can measure many…
Your influencers need to be able to effectively represent your brand
Influencer marketing is more than a passing craze for brands. According to a recent eMarketer survey, 84 percent of marketers said they have an influencer campaign in the works that would launch within a year. When utilized correctly, influencers can help companies achieve immense returns without heavy startup investments.
For every dollar companies spend on influencer marketing, they see $6.50 in revenue, according to another recent poll conducted by Tomoson. That doesn’t mean brands can simply throw money at an influencer, sit back, and watch the profits pile up, though.
To execute a successful influencer marketing strategy, you have to understand how to identify effective influencers and make the most of their talents.
What Makes a Good Influencer?
When brands think about partnering with influencers, they usually think about macro influencers — big celebrities with millions of followers — not those micro influencers who have 10,000…
Launching a brand 'Snapchat Takeover'
Snapchat now has over 130 million daily active users and is growing rapidly. Snapchat is popular with users of 20s and under, so potentially, it's a great way to reach younger consumers as it's offering grows more mature. Top influencers on Snapchat are able to get 300,000-400,000 views on a post on their story.
What is a Snapchat takeover?
A Snapchat takeover allows a brand to reach a large larger audience than would otherwise be possible. It works by a brand letting a popular 'Snapchatter' or other social media influencer/celebrity take over their branded Snapchat for a day or just a few hours. During this time the
During this time, the influencer directs their followers to watch their takeover on the Brand's Snapchat, thus referring a large volume of traffic. It's a novel tactic and has proven effective for the big name brands that have tried it, like McDonalds, Disney…
3 ways that less influential influencers can help your business
Influencer marketing often focuses on harnessing major influencers who have the highest reach and authority. Such campaigns are on the rise, as we highlighted in this recent article, 84% of marketers said they would launch at least one influencer campaign within the next twelve months.
Yet, collectively, other influencers can be important as advocates or detractors. Whether its fans mentioning your brand on Twitter, colleagues sharing your articles on LinkedIn, or disgruntled customers posting negative reviews, influencers are everywhere.
And whilst you can’t control what the public say about you, you can engage with individuals who are your biggest fans and ensure that your customers hear their voice.
The first question you might be asking is, do influencers really matter? Does your business really need them?
Here are 3 examples that illustrate the difference you can make by harnessing influencers who aren't necessarily important by…
5 Ways to Increase Your Conversion Rates with Micro-Influencers
Does size really matter? When it comes to influencer marketing it does, but not in the way you think. Influencers with a smaller following tend to have a much bigger impact on conversions.
They’re called micro-influencers. And although they have fewer followers than top influencers and celebrities, their reach extends to a highly-relevant, targeted audience that is more likely to buy your product.
In this post, you’ll learn all about micro-influencers, and how you can work with them to boost your conversions.
A Closer Look at Micro-Influencers
Micro-influencers, as their name suggests, are influencers who have a relatively small following compared to other influencers. There is no exact number of followers to define these influencers, but some general qualities can be outlined.
According to Mavrck, they are “everyday consumers” with a following size of 500-5,000 people. Based on this definition, micro-influencers are like regular people, just…
