Capitalising on contextual influence
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Transcript of Capitalising on contextual influence
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Capitalising on contextual influence
Part 4 of “The 3rd Age of Social” eBook GET THE FULL EBOOK
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Marketers are taking social influence seriously
Similarly, while influence scoring was previously met with scepticism, a study by Sensei Marketing revealed that:
ü 74% of brands will deploy “influence marketing strategies” as part of their marketing strategy over the next 12 months.
ü >50% of marketers now allocate budget specifically for “influence marketing” strategies, rather than just social media more generally.
…now we use them every day.
150 years ago weather predictions were met with
scepticism…
Wea
ther
Pr
edic
tion
Influ
ence
Id
entif
icat
ion
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The key is to understand influence in the specific context that is relevant to your brand
A Twitter user may have millions of followers but: a) will they actually talk to
you? b) are they actually
influential within the context of your brand?
The key is to target users in the ‘magic middle’ who are not exactly ‘celebrities’ but whose opinion is respected in your field.
Barack Obama
Justin Bieber
British Cheese Board
Example
Your follower base is like an iceberg – the middle is the interesting part!
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How can influencers help?
• Hard to get right (till now) • Not well understood
by marketers (yet)
• Impossible to have 1:1 relationships with everyone
• Not trusted • Consumer fatigue - “tune out” • Diminishing ROIs
• Highly trusted • Network effects give chance of
massive amplification • Relationships, not transactions
• Well understood by marketers • Established tracking &
measuring frameworks • In most cases proven ROI
Traditional advertising Influence marketing transition
92% of consumers say
they trust earned media
above all other forms of
advertising (Nielsen)
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Why Influence in Context?
For the relationship to be fruitful, you have to consider the following contextual questions about your influencers:
What sort of relationship should you build? Are they the right fit?
The influencer must be contextually
interested in and receptive to your
advances
Their followers need to be likely to be
interested too
Their followers need to respect their authority in the context your
brand is interested in
EACH RELATION-
SHIP IS DIFFERENT
Early Adopters / Potential
Reviewers
Big Players in Connected Fields
Experts with
Respected Opinions
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What about Segmentation?
The death of segmentation is increasingly being heralded by marketers and executives, including IBM’s CEO Ginni Rometty.
A new framework Where the classic segmentations using broad demographics , transactional data and market research are failing, the wealth of data from social media can in fact be understood to be creating a deeper, more nuanced framework of segmentation.
What’s it got to do with influence? Strategically targeting influencers is a quick and efficient way to infiltrate this massive proliferation of unique segments and reach individuals on a personal level.
“The shift is to go from the segment to the individual. It spells the death of the average customer. Take the data and do things like real-time pricing, you’re going to do omnichannel…”
- Ginni Rometty, IBM CEO
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Contact us
www.peerindex.com | @peerindex | +44 (0) 333 577 7337
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