In order to for any company to make the successful transition from traditional marketing to the use of digital media, a company must first build a strategy as to what their goal for using social media will be. Are you a business trying to spread the word about your product? Are you a company looking to increase your brand awareness? No matter what the hope is, the ultimate goal in any social media marketing campaign should be to create engagement to develop long-lasting relationships (CRMs) with customers. Read more
You might think that in order to reach your marketing goals you should be using every single social media application to your advantage. This is not necessarily what you should be doing. Choosing a social media outlet should take a large amount of consideration. You need to choose your application based on what you want to do. If you go full steam ahead and spend all of your time marketing on various different social media sites, you could waste a lot of time and money.
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.