capitalising on contextual influence

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1 Capitalising on contextual influence Part 4 of “The 3 rd Age of Social” eBook GET THE FULL EBOOK

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Influencers aren’t always followers. Particularly if you have an ‘unhealthy’ community with more followers interested in winning your latest competition than your brand. So, in order to engage the best of the Twitter population, it’s important to develop a strategy to reach out to those inside and outside of your community who have the most potential for your brand.

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Page 1: 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

Page 2: Capitalising on contextual influence

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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

Page 3: Capitalising on contextual influence

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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!

Page 4: Capitalising on contextual influence

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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)

Page 5: Capitalising on contextual influence

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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

Page 6: Capitalising on contextual influence

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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

Page 7: Capitalising on contextual influence

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