The halcyon democratic days, when anyone could say anything to anyone else on the Internet, are long since over. If they ever existed. These days the web, especially the social web, is like a school playground. A hierarchy now exists across this once democratic stretch of digital asphalt.
This hierarchy isn’t measured with money or beauty or who’s got the most fashionable clothes – although all of those things can be a factor – but with influence. Social influence. People with millions of fans wield real Klout. This influence can be converted into free good and services, just in the hope that they’ll endorse what they’ve been given and promote it to their fans.
Bloggers, also, are digital gatekeepers. Quietly keeping their audiences safe from the thousands of requests to ‘please write about my [insert product here].’
Influencers are not girls in skimpy outfits selling shiny cars in out of town Malls.
They can’t be paid to stand around and look pretty.
Influencers need to want to endorse your product or service. That’s the only way to secure a genuine endorsement which will resonate well with the large audiences who are influenced by them.
The top 5% of your customer base, people who’s details you have in your CRM, have an average reach 68x wider than your entire list. That’s the power of having your customers social data at your fingertips.
Question is: How do you influence the influencers?
You find out who or what influences them.
Being able to analyze social data and sentiment means taking a look under the hood of the digital lives of the socially influential. Just a peak at their lives, like watching MTV Cribs, will be enough to formulate a social, email and content focused strategy around their needs and desires.
That’s the trick. The trick being that there is none. It’s the same approach all brand should be taking with their customers. Except this is on a smaller scale, where the results can be more easily quantified. An influencer with 4 million fans across Twitter, Instagram and Pinterest could share an image you produce. This image or infographic comes with a link. You can measure the number of click through’s and conversions from that link.
It really is that simple.
The effort comes from creating a separate, tailored campaign for a smaller audience group. This means producing the copy, collateral, emails, content, images, maybe even ads which will allow you to successfully target this group of customers. It won’t hurt either to send them special offers or a survey, as a way of measuring their interest and fondness for your brand beforehand.
Attentive.ly is a social marketing automation platform for modern marketing teams. We help brands and organizations predict how customers and supporters will behave – even what they might do or buy – from social data. It has been used by over 100 companies and organizations to improve thousands of email marketing and social media campaigns.