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I had breakfast the other day with my brother-in-law, a dentist who has been working for the same practice in San Diego for some 20 years. The practice spends a fair amount on online advertising, he told me. “But you know what’s bringing in patients?” he said. “Reviews.”
Consider this infographic from the digital marketing agency mainstreethost. According to the research shown, a brand’s biggest advocates have the fewest followers. Also, fewer than 1/10 social mentions will actually come from power users.
In order to demystify the myth around social influencers, brand fans and brand advocates, we will discuss the topic in the future with different leading marketing specialist of emerging platforms and different cloud marketing providers. Kevin Bobowski, vice-president of marketing at Offerpop, talks about social influencers and their relevance.
There is an ongoing debate over which is the best group of people to use to spread the message of your brand: influencers or advocates. Let’s have a look at both groups to see why you would work with them and the benefits and drawbacks of each.
Identifying important influencers before you start going through the slow, patience-requiring process of blogger relationship building is going to save you a lot of time. The last thing you want is watching all of that time spent commenting and re-sharing and looking for reciprocal action is not to pay out – your time is important, right?
I normally don’t make lists like this because I don’t want to hurt anybody’s feelings — there are dozens of other people who I could certainly shine a light on. And I haven’t even included the many innovators toiling at major companies and brands who are too busy to worry about the size of their Twitter audience.
Social influence is driven by 5 factors: message type, message form, device, time, and user engagement, according to new research by Lucule Consulting. So are you still counting on finding people with high "influence scores?" Forget about it. They make less than 3% difference versus anyone else.
We keep hearing about how important influencers are to our marketing strategy but where do we find them? The nice thing about bloggers is that they tend to be very active on various forms of social media so aligning with them gets your positive mention spouted across many channels.
Social media has encouraged the democratization of influence, enabling nobodies to actually be somebodies. But does social influence really matter to businesses? If it does, how can they harness and use it to their advantage?
When it comes to crisis communications planning, we need to keep in mind the effect that each of these groups will have on our message, and what the advantages and disadvantages of each may be.