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I create the strategies and campaigns for brands utilizing social media and networking for marketing, PR, and engagement. These campaigns include professionally written content, custom designed pages in Facebook, Twitter, and other social networks, video and audio content, photo and link sharing, daily engagement, mobile pages and promotional strategies (QR codes, coupons, etc.), geo-location strategies (using Foursquare, Facebook, etc.) and more.
My goal is to "re-humanize" the merchant/consumer relationship and allow for more information sharing between the two, hopefully worldwide. I know that's a big goal, but I plan on having an impact. Hold tight.
Video Producer/Director with experience in all fields of video/film work. I've filled almost every role on set, as well as produced and directed almost every field of video and film. These include: corporate, promotional and commercial, internal or training, sports, and other videos, as well as music videos, short and feature films, series, and television/web programming. These are all potential components of an overall social media campaign strategy.
"but we're not really expecting something else, we're expecting 'another Facebook'". Actually Joël, I was immediately turned off to G+ because it was too much like "another Facebook". I expected the innovation and leadership I've come to expect by Google to rethink social networking. I think their attempt was just a Facebook/Twitter clone with 1-2 different features. Then the conversation was lame, so I stopped screwing around on it, mainly because of how Adam described their user adoption strategy. When G+ becomes something exceptional and unique, then I'll have incentive to leave Facebook.
If you're hoping to win restaurant business off of your comment, I think your comment served it's purpose. I don't want to write another blog just to comment, so excuse my brevity:
1. I completely disagree. A well selected group of influencers/bloggers are also regular customers, too. They spread the word hardcore. You use the experience to turn these influencers into brand advocates, unless your experience runs flat. Their initial post may not stay evergreen, but their Yelp reviews sure as hell do and continue to far into the future.
2. If you're opening a local restaurant, you start with local influencers, not national ones. Unless you have a legacy to start with, you wait to invite the The Food Network in.
3. You NEVER stop messaging and engaging with your influencers. They're your generals. You generate repeat mentions/referrals through them.
4. Involvement is exactly why you limit your marketing message to influencers. You can't remain involved in engaging back and forth with every person that interacts with your brand, unless you have gobs of time. I'd suggest spending that time on the business, not on engaging to everyone. When you limit your message you can pay more attention to those that have influence AND reach, you have more time to curate that relationship and involve them in your business. They're part of your team.
5. It could be just 1 influencer showing up, it doesn't matter if you choose to limit it to 1, 8, or 50. So long as you have a very well thought-out, purposeful use of that relationship. It's about planning ahead based on your objectives with the influencers, not just general admission with no purpose to each relationship other than "I hope they spread the word".
Quality is key. If your product sucks, social will amplify the suckiness. Make a good experience and you'll be ok, pick the correct influencers to have that experience and you'll be great.
Well said Reed. The "300" are likely going to be customers anyway. You can even stage your openings correctly to use both bases. The problem is that you don't know who is among those 300, or even if they have the savvy to share your message online. They may. There may be 1 guy amongst them with 5 million dedicated followers. But if you don't know that, you can't leverage it.
The key is to plan ahead, come up with ways to promote activity with the influencers (and regular customers) so that they then blast your message around the internet.
Thanks for your thoughts Ralph. There is a certain flexibility to the definitions here. There are ways to leverage influencers that doesn't necessarily translate to monetization, at least not immediately. Branding and identity reach come into play too. Influencers can lend you credibility, awareness and more.
To define an influencer is flexible too. Blogging Influencers have high numbers of subscribers and views on their work or channel. Yelp! Influencers can be identified by the number of connections, reviews, and ratings on those reviews. The same is the case for most, but it gets more complicated with Facebook and Twitter. For instance, you can have 2 very influential users on Twitter, one with 100k followers and one with 300. If the one with 300 followers generates 298 responses, retweets, @mentions, etc. with just one tweet, they have a highly influential network. The generate action.
The way to identify these people can be done through tools like Klout (my personal favorite), PeerIndex, Kred, etc. Klout will measure how many people follow you, respond, @mention, retweet, list and share your messages. They look at how many people follow you vs. how many actually generate an action to determine your "True Reach". It's a shorthand, but it is pretty effective.
And the 50 show up because you make the invite personal, you offer them something (like a free dinner) and you let them know how important their influence is to you. They'll do their work after that. Just make sure you have a good product, because if it sucks, they'll let the world know. And that's the rub.
My favorite way to explain the answer to your question is to imagine a rock concert. You're seeing Bon Jovi on stage, and he's slapping hands with all the folks on the front row. You're in the middle or back of the crowd. If Bon Jovi spent all the time it took to slap hands with the entire audience, all of the concert goers would get annoyed waiting for the amount of time it took for him to run through the whole crowd rather than play music. However, you see him giving props to those in the front row, so you think to yourself, "that's awesome, he cares enough about his fans to show love to them up front!". It's similar. You should not alienate all your customers, but if you spent all the time it took to reply to them all, you're giving them nothing much to follow except banter with everyone. However, pick a few to respond to and you can take more time getting to what really matters in your message. Plus, you can select a few influencers on top of that and get more value. But the influencers may not value your page or account if all you do is reply to everyone and offer no substance.