As social technologies have become a way of life, an interesting outcome has happened. Individuals are speaking up and their word has greater influence on purchase decisions compared to what the actual brand has to say.
Think about it. To what extent do you believe what a brand has to say in their advertisements and corporate communication? If you were looking for great product or service providers, would you be more apt to believe someone you know that has had experience with the product or service?
Pretty straightforward and yet some are still mystified by influence marketing. There may be many definitions out there for influence marketing, but let me give you mine. “Inspiring and motivating objective people to distribute positive word of mouth marketing for a given brand.” It is that simple.
So who might be your influencers? Everyone thinks that you should work to get the person with 1 million followers to speak on behalf of your brand. So if Kim Kardashian actually tweets something about a product, do we actually believe her? Or is it more compelling if your friend mentions accolades for a product?
Do people with a mass following actually influence? A recent marketing study, “found that users with fewer than 1,000 followers received an average of 8.03 ‘likes’ and 0.56 comments per post. Those who had between 1,000 and 10,000 followers garnered an average of 4.04 “likes” and 0.27 comments.” (Source: eMarketer)
I am responsible for audience development for a brand. I will tell you that I look at each person who mentions my brand or mentions a topic relevant to my brand as a potential brand ambassador. Anyone that is talking about something relevant to my brand on social media has the potential power to influence others as it relates to my brand – generate awareness, consideration, and conversion. I look to start a conversation and engage with each and every one of them. Yes, that is a great investment of time and energy. But if I can motivate others to share my product/service with their network, that is the most powerful and compelling marketing that I can achieve. Thus, I view each person behind a relevant mention as a potential brand ambassador that I want to establish a relationship with.
I define influencers slightly different than a brand ambassador. An influencer is someone that is a subject matter expert relevant to a brand’s purpose or mission. They are not necessarily someone with a mass following, but rather an individual that has a strong and compelling voice on a topic relevant to a brand. I work very hard to develop relationships with these individuals. I want to share their voice on my brands’ social and communication channels. I want to find out what these potential influencers look to accomplish with regards to extending their brand. I work to find a win-win – truly. Most often these individuals are bloggers or some other form of content provider. I want to share their content and look for reciprocation. I carry their content on my brand’s digital and social channels so they are apt to share my brand with their audience.
There is no secret here. The way to work and get people to share your brand, become brand ambassadors and advocates is to build a meaningful relationship where both sides get value out of the “partnership.” If you are building a brand ambassador and influence marketing program, you must understand the WIFM (“what’s in it for me”) perspective of the potential partner and make sure you deliver.
This is not theory. It is successful implementation. Know how to develop a successful influence-marketing program.
Make It Happen,