The Impact of Social Media Influencers on Brands

December 15, 2011 | By

The Brand-Influencer Relationship Unlike before, when social media marketing success meant the number of ‘followers’ or ‘fans’ amassed, today’s marketers know that influencers are imperative to a brand’s success online. According to a study by Meteor Solutions, 30% or more of a website’s actions are determined by influencers. These influencers, who are thought leaders and industry experts, can have significant impact on a brand’s reputation and even affect bottom line sales. A smart marketer, who knows the power of influencer marketing, is investing considerable time in finding these brand advocates, engaging with them and establishing a strong brand-influencer relationship. Why are online influencers so important to a brand? Consumers, who heavily rely on word-of-mouth recommendations, do not always believe everything a brand says; the influencers have an important role to play in such cases. Online campaigns and marketing messages promoted by influencers have better chances at success than those that aren’t. According to a 2010 Forrester study, Mass Influencers were responsible for 80% of the influence impressions and posts about products and services in social channels. These brand advocates help spread the word about a brand’s site, products, services, and promotions and spur their followers into action. When it comes …

Posted in Brand Monitor

Designing a Winning Social Media Campaign

September 20, 2011 | By

Getting Started With a Solid Framework Creating a successful social media campaign is like constructing a skyscraper. You need a strong foundation, quality materials and a reliable crew to ensure your structure doesn’t collapse. However, for many marketer, the idea of ROI and traffic takes priority over the finer details that go into designing a winning campaign. Although returns are a measurable and important aspect of social media marketing, the end result largely depends on the basic framework. Also, people are spending more time on social networks, and that means brands are even more pressurized to capture their attention and convert them into consumers. According to the Trends in Social Advertising survey conducted by Pivot: 60% of the respondents anticipate that social advertising will be very valuable to them. 54% are satisfied or very satisfied with their social advertising. While 37% agree with the statement that social advertising is gaining momentum, 54% strongly agree with the same. 38% marketers always have a social advertising competent as part of their campaign(s). 85% were currently experimenting with social advertising or planned to do so within the next 12 months. While the above statistics appear encouraging, there were some respondents (45%) who said …

Posted in Brand Monitor | SMM

Managing Social Media Burnout

September 8, 2011 | By

Social Media Fatigue: the Challenge for Brands With so much going on in social media these days, it is natural for both marketers as well as users to feel overwhelmed by the need to keep up. Social media is dynamic; while many companies are considering Google+, others are juggling between blogs, tweets and posts. It is not just about what social media platforms to use. For most brands, the bigger challenge is keeping content fresh and coming up with new ways to keep consumers engaged. The increasing pressure to be on top of everything and to keep ahead of the competition can sometimes lead to social media fatigue. From the consumer’s point of view, reading the same content on Facebook, blogs and other channels will only give them a reason to check out your competitor’s webpage. Gartner’s recent study on social media fatigue shows that: One in four young people is ‘bored’ with social networking sites such as Facebook and Twitter. 31% of the respondents between the ages of 18 and 24 said the fun of social media is wearing off. The study also indicates that social media exhaustion is something that was most commonly associated with the early adopters. …

Posted in Brand Monitor | SMM

How to Manage a #Social Media #Crisis & Design a Communications #Plan

June 22, 2011 | By

In today’s 24/7 world, social media enables organizations to communicate with millions of customers across the globe in real-time. For customers, this means they now have the power to either appreciate something or vent their issues in a very public space. What does this mean for marketers? With so much going on, a social media fiasco is sometimes unavoidable and unpredictable, signaling the need for a robust crisis management plan. Although most marketers have already incorporated social media into their marketing mix and are seeing great results, some of them have no strategic social media communications plan in place. According to the 2010 Digital Brand Expressions Social Media survey: 52% companies do not have a social media crisis communications plan. 41% said that they were insured against a possible social media crisis. A whopping 88% felt that it was important to have a strategic social media communications plan in place. While every company has its critics and unhappy customers, a smart marketer will always have a recovery plan to prevent a social media disaster from snowballing. As a marketer, you can never fully control what your customers say about your brand in the digital space; however, preparing yourself for a …

Posted in Brand Monitor | SMM

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