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Posts tagged ‘Coca Cola’

23
May

Businesses and Social Media Influencers Working Together

Who are social media influencers and more importantly, what do they have to do with business?  With the Age of Social Media, as with others, industry jargon abounds.  Take note: social media influencers are not simply an industry phrase, they are changing the way that companies market and sell themselves, and thus their products.

A social media influencer is an individual (usually a blogger) that has a large social following online. With such a wide reach, this person has the ability to influence many followers by altering their feelings and decisions. Companies or other individuals that want to sell a product or service may be interested in utilizing the influencer to help get their name or product not only recognized, but also gain positive industry and brand reputation.

What do you think when you see the Taco Bell Chihuahua? Fun-loving, quirky, and overall memorable (“Yo quiero taco bell?”), that brand association did not come naturally – it was intentional and repeated, like a chant.  Social media and its influencers provide positive brand association and notoriety, but for far less than a nationwide television campaign.

In the past, traditional marketing only allowed for a one way message, from the business to the consumer. Now, with the new ways of digital marketing a message that is passed from the business to the consumer, will be spread to many other individuals through an influencer.

The other big change from traditional marketing to digital marketing is that companies can now hear the voice of the consumer. A social media influencer has the potential to influence the decision a company makes. They not only speak to the people but they can also act as the voice of the people. If a television show plot is not speaking to it’s watchers, and they are complaining  about it online, the producers have the ability to tweak the show to better fit the watcher’s expectations. If a new flavour of  Coca Cola (Coke) comes out and Ontarians dislike the flavour, Coke can decide not to sell that flavour in Ontario.

MavenSocial identifies and tracks these influencers.  With our analytics dashboard, we are able to see who is the top influencer for each campaign we run.  This allows us to engage these influencers throughout the campaign, and long afterward.  Engagement does not stagnate after a campaign finishes, rather it lives on through the people who chat about it online, in the grocery store, or at your work baseball game.  MavenSocial maps and engages these influencers for the brands benefit.

An influencer can be found  through review websites, blogs, YouTube, Twitter, Facebook, and other social media outlets. Companies need to take note of what these influencers and followers are saying because social media is changing the way customers do business. If they don’t pay attention, they run the risk of losing customers to competition.

A company can also have a voice online. They can have an individual write on their behalf online to talk about and answer any questions about their service or product. This person can also be labelled as an influencer. This works quite well for electronics companies. If people have a question with, let’s say, a dslr camera, the individual speaking on the company’s behalf can answer any questions or suggest solutions to any problems. The two way communication back and forth between customers and companies has never been this advanced.

Take the opportunity to become influential online. If you are a blogger, use your influence to help businesses make important decisions. If you are a business, work with a blogger to get your name, product or services out in the open.

Until next time,
Amanda

17
Nov

The 80/20 Rule of Social Media Influencers

Mavens: The 20% of your customers who actually bring 80% of the responders to every marketing program!

Social media influences, or Mavens have a huge market and brand influence!  It’s the 80/20 rule – 20% of people who use a product or service bring in 80% of the responders to a program.  Take Coca Cola for example: they say that it is not simply about gaining millions of Facebook fans, it is about the community of people that they bring in because of their influence.  It is about tapping into the community that these followers belong to.  After all, only 20% of Coca Cola drinkers consume 80% of the product.

Identify Relevant Influencers:

There is a disconnect between influencers and brands.  Just because a person tweets regularly and has a blog, doesn’t mean that they are creating real influence for your brand.  It’s all about the DATA.  You need to be able to track the actual influence that someone has over time.  I recently read a great article by Tom Edwards, SVP and Digital Strategy & Emerging Technology at Red Urban (Omnicom) (Twitter: @blackfin360), he recommends Dan Zarella’s Retweetability Metric as just one way to measure an influencer’s reach:

Dan Zarella's Retweetability Metric

How many re-tweets do you have per day, do you even tweet?  What is Twitter, anyways…makes you think, eh?

It is also important to assess an individual’s Facebook reach, Youtube, blog and more. Edwards explains that “each data element

Data provided by WhiteFire: Amy is the brand influencer, influencing the people around her - creating social lift!

receives a 1-3 weighted ranking based on Primary, Secondary & Ancillary influencer target status and all scores are then averaged to gauge an influencers potential brand impact rating.”  Another tool that is causing a lot of racket is Klout.  Klout provides a good starting point for assessing influence online – but lacks the in-depth insight, or personalization for specific brands.

WhiteFire Social is a software that personalizes your brand’s influencer data.  WhiteFire has a great backroom dashboard that creates spider graphs identifying the campaign’s social media influencers, and the people that they directly influenced to join the campaign, or opt-in.  It is a powerful testament to the power of data, data, and more data.  Brands are also able to create custom Facebook Apps and follow the campaign cycle from inception to completion, topped off with up-to-the-minute statistics.  Software like WhiteFire will only continue to gain popularity as brands attempt to define and measure the impact of their social media influencers.

When 20% of people are influencers 80% of the purchasing decisions for a brand, brands can no longer ignore the impact that these Mavens have on the success, or failure of their brand.