The Art of Listening: Put your Influencers’ Needs Before Your Own
Today there are over two billion active social media accounts worldwide, growing by 12 percent in the last 12 months. For all the media hype that still surrounds the world of social networks, there is one thing people have come to accept: it’s not going anywhere.
Virtual networks are built on the illusion that everyone likes everyone, and everyone can be “friends.” However, what is truly needed in order for people to build meaningful relationships with each other is the synchronicity of shared experience. That’s because no matter how “friendly” your interactions may be, they are not in person.
One challenge organizations often encounter in implementing influencer marketing programs is taking those first few steps to engage with influencers. There’s often this moment of fear that you might not be following best practices, offending someone, saying the wrong thing –…
Practical ideas and tools to improve influencer marketing
Ever wondered why Dr. Phil bears an influence over its audience? The simple answer is because he was able to impose his knowledge and expertise in psychology through an effective medium. There may be better doctors than Dr. Phil. However, the fact that he was featured on Oprah, whose show reaches out to millions of viewers on a regular basis, gives him an edge over other practitioners. As more people hear his advice to his patients and the fact that Oprah vouches for his expertise quickly made him an influential psychologist.
The anatomy of influence
There are lots of things marketers can learn from Dr. Phil as an example of influencer marketing. Being knowledgeable about a particular subject does not automatically make you an online thought leader. Moreover, writing comprehensive and high-quality posts about your…
Use these tools to speed up your influencer outreach
These tools are especially useful for content marketers who are regularly producing content and need a structured and scalable way of managing their outreach efforts. They help to identify the types of site and key people within your niche that may link to or share your content in order to help amplify your message. Tools such as Kred, Klout and Followerwonk (Twitter specific tool) focus on assigning scores to online users, surfacing those who are likely to be most influential for your given content, search or topic.
Why are these tools important to digital marketers?
They help digital marketers to identify, analyse and contact relevant PR, blogger and other key influencer contacts, usually with the aim of creating backlinks or sharing content.
[si_guide_block id="27934" title="Download Expert Member resource – Influencer outreach guide" description="Engage influencers to…
In a survey by eMarketer, 84% of marketers said they would launch at least one influencer campaign within the next twelve months.
It’s no secret that the world of marketing has been somewhat flipped on its head in the last few years. What with the vast inbound advancements in social media, growing dominance of online content and ever-increasing desire of brands to be seen as approachable personas, marketing professionals have had to change and adapt faster than ever before. However, there is one group that has ridden this wave of change better than any other, and has subsequently found itself at the very top of the inbound marketing pile: influencers.
Using influencers in your marketing strategy can often seem daunting and expensive, with no guarantee of success. What follows is an exploration of this prominent trend, what we can learn from it, and how best it can be implemented for 2017.
What is…
Chart of the Day: New research highlights increasing importance of the different types of influencer marketing
If you think of the changes that the rise of digital media have wrought in marketing, the rise of importance of earned media to support online PR and influencer marketing has to be one of the largest.
A new in-depth report from Traackr starts by explaining 6 different types of influencers. This highlights the different opportunities from influencer marketing - like their previous infographic on 10 types of individual influencers.
The report then goes on to assess the overall importance of influencer marketing in larger organisations. This chart shows that, although it's not seen as a primary investment by many (just around one quarter), integrating into other activities is seen as important by more (just over half).
The importance of influencer marketing…
Chart of the day: Celebrities and influencers on YouTube lead the way with earnings.
YouTubers with over 7 million followers are earning $300,000 on average, Facebook and Instagram accounts with over 7 million followers are also getting over half that amount too.
Even just 100 thousand followers on Twitter can lead to earnings of around $2000, but on YouTube an average of $12,500. Twitter seems to be on the cheaper end, whilst YouTube is the most expensive platform for influencer marketing.
Posts on Facebook can cost $75000 for influencers who have over 3 million followers.
Source: The Economist
Our expert level resource, Influencer Outreach Guide shows you how to use to find and monitor influencers using social media
Find out more about the rise of influencer marketing
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With the news that social influencers being a big hit with hard-to-reach men online, recent research suggests that brand ambassadors and ongoing relationships with brand ambassadors are the most effective forms of influencer marketing.
The study was conducted online with 1,753 influencers and 102 marketers, by Tapinfluence and Altmeter and investigated marketers impressions of influencer marketing and discussed how they are using it.
Ongoing ambassadorships and product reviews are the most effective forms of influencer marketing, as ranked by marketers. Only Less than 11% believe affiliate marketing links are effective, whilst many marketers are also using brand ambassadors for mentions of event coverage, relationships are crucial to the long term success of this form of marketing.
The study also found that only 50% think sponsored content is the most effective form of influencer marketing, yet almost 82% use sponsored content, whilst 52.5% use brand…
The essentials of social listening and brand management
Thanks to today’s technology, it is now easier than ever to project your opinion online and use the opinions of others in your buying processes. In less than a few minutes, you can learn what people believe about a product or service, why they hate or love it, and what their experience with it was like.
As a consumer, this is great news – there’s a world full of opinions and reviews opening in front of your eyes before you even consider making a purchase.
As a business owner, though, this may not be so great if you don’t handle your online reputation properly.
But what is online reputation management anyway–and, more importantly, how do you make sure you correctly apply it to your particular business?
The Construction and De-Construction of Online Reputation
To understand how online reputation works, imagine a house being built, brick by brick. What…
How classical PR tries to define its new role in an era of increasing digitalization and consumer-driven media outlets
In an era of increasing digitalization, traditional PR has been called “dead” for quite some time now. As a result, companies are looking for an alternative technique to raise awareness for their brands. Recently the term “Content-Seeding” has been mentioned more and more frequently, in this context.
However, if you look closely, there are distinctive differences between the two practices, which agencies and companies alike should be aware of. This article will illustrate those differences, offering a basis for digital marketers to choose the most effective strategy for their business based on industry standards, individual goals and resources.
The PR-Dilemma
First things first. What exactly is the problem classical PR is currently facing? After all, the decreasing demand for print media (from the daily newspaper to magazines being replaced by E-versions) isn’t news. However, the…
Trust on social media is very low, you'll need to be honest if you want to win it back
In the fast-moving world of social media, brands are constantly competing for attention. Organic page reach has been nerfed by Facebook, whilst Twitter is full of people shouting ever more regularly in an attempt to be heard, making it easy to be crowded out.
Sometimes it can be tempting to try any tactic to generate engagement, but your customers aren't stupid, and won't be fooled by marketing gimmicks. What is more, you should be presenting yourself as open and honest, and only by being transparent will you achieve this.
The CIM have put together this infographic on brand transparency on social media, which shows how little trust many users have in brands. The only way to reverse this and win trust is to be honest with your customers and be consistently up front about any…
