Last month, an article was published on AdWeek about the worth of influencers’ social posts. It focused largely on female celebrities, mentioning that the top six influencers currently are Selena Gomez, Rihanna, Beyonce, Taylor Swift, and Kendall and Kylie Jenner. These six women were deemed the top influencers by D’Marie Analytics, a social measurement company, which also found Gomez to be the most influential, with individual social posts worth up to $550,000 each. That’s right. One 140-character tweet or one Instagram selfie from Gomez could cost a brand a whopping $550,000.
Where did the $550,000 figure come from? Frank Spadafora, CEO of D’Marie Analytics describes the methodology: “This valuation is based on D’Marie’s algorithm which measures 56 metrics including followers, post frequency, engagement, quality of post, click-thru and potential to create sales conversions from her social content.”
Applying 56 metrics to the figure seems like sound reasoning. That’s a lot of data! But is it the right data?
We’re curious how much weight was placed on follower count. If it’s heavily weighted, then it makes sense that the six celebs would be considered top influencers. After all, someone with an extremely high follower count definitely has the reach to claim influence. However, a high follower count does not necessarily mean more engagement or more click thrus. In fact, the more trust and authenticity that is shown to an audience, the more potential there is for sales conversion. It could be argued that big name celebrities, whom regular people don’t always view with trust and authenticity, don’t necessarily increase the likelihood of sales conversions.
And are celebrity followers qualified leads? A 25-year-old fan of Selena Gomez is a very different potential sale than a 55-year-old married male. They shouldn’t hold the same weight as a potential buyer, so it seems like potential to create sales becomes a murky metric.
Defining the Value of An Influencer
In our platform, the top default influencers are the same celebrities that D’Marie Analytics found to be the most influential – big name actors, famous singers and reality celebrities with massive amounts of followers. However, we rarely consider those people the most influential for a client’s brand. Instead, we dive into keyword searches and segmented audiences to more narrowly define the brand influencers.
When defining influencers, reach is only one way of applying value to them. Relevance is another factor. Is the influencer discussing topics that pertain to your brand? You want influencers who already have authentic influence in a specific field. A security admin is going to be much more relevant than Selena Gomez for a cybersecurity company. Resonance is another factor to determining influencer value. How much of what the influencer is posting is resonating with his or her followers? Relevance and resonance are closely tied together, both more qualitative metrics than follower count, and they usually matter even more than reach when determining the value of an influencer.
Who is Uniquely Influential to Your Brand?
It’s inarguable that the six women mentioned in AdWeek have influence, but are they the most influential? It’s quite a stretch to apply that blanket statement across all brands. For a large consumer company with broad targeting and loads of Marketing money, like Pepsi or Target, Gomez and Beyonce may deliver some value. But what about specialized brands targeting more specific demographics? Or smaller brands with little marketing budget? Or regional brands? In those cases, celebrities with large follower counts are not the most influential.
Many brands, even large, global brands, are discovering that micro and mid-level influencers deliver as much if not more value than the celebrity macro-influencer. Many consumers’ buying habits are driven more by ‘real’ people- those micro and mid-level influencers- than celebrities who lead very different lives. The average person wants to hear recommendations and discover new products from people who they can relate to on a more personal level.
Take Nikon’s recent campaign featuring Kordale and Kaleb Lewis, for example. Instead of choosing a Kardashian or Beyonce or Bieber, the camera company decided to work with two dads who received increased online exposure after posting a photo to Instagram showing them combing their daughters’ hair and getting ready for their days. Utilizing these dads as influencers offered Nikon the ability for real people to talk about capturing moments from their family’s life on camera, much more powerful and relatable than a celeb influencer.
Another example of a brand succeeding through working with micro influencers is Christian Paul Watches. Rather than working with big name, global celebrities like other watch companies have done, such as Citizen with Eli Manning, Tag Heuer with Tom Brady, and Breitling with David Beckham and John Travolta, Christian Paul chose to collaborate with a mix of mid-level and micro Instagrammers. This approach enabled the brand to increase awareness and engagement with a number of diverse demographic groups online.
Find the Right Influencers for Effective Influencer Marketing
To discover the influencers who are ‘most influential’ to your brand, assess not only follower counts, but also the content coming from those influencers, the types of audiences they have, and how the audiences respond to the influencer content. You will find that some of the most influential people for your brand likely won’t be celebrities, but people you may not have ever heard of. Yet, those mid-level and micro influencers will be able to help your brand most effectively boost awareness, engagement, or sales. Through an effective influencer program, some of the authenticity and trust they’ve created with their followers can be transferred to your brand.
(Originally posted in Social Media Today)
It’s 11 p.m., and you’re in your local big-box store. You’ve got a package of white sports socks in each hand, and you’re trying to figure out which one to buy. One brand has your childhood sports hero smiling on the package, and the other comes highly recommended by your best friend.
Which do you choose?
Oddly enough, the same question torments marketing professionals as they try to figure out which approach will resonate with their target market: the highly personalized grassroots campaign or the good old-fashioned celebrity endorsement. And the answer isn’t easy.
Image provided by We Are Social Media.
Which Approach Will Ignite Your Audience?
Celebrity endorsements have long been embraced as the go-to marketing strategy for brands looking to establish trust and build excitement with new customers. But consumers have developed a distaste for in-your-face advertising tactics, and new studies suggest that grassroots advocate campaigns might have just as powerful an effect on customers as celebrity endorsements.
There’s no single factor that determines whether a grassroots campaign or celebrity endorsement is best for your target audience. However, there are clues that can help you discover which option is best for you. Here are three considerations that can help you select the right approach:
1. Analyze your budget for the best ROI. Don’t think that a small budget makes your decision easier; a budget of any size can secure a less obvious, but still powerful, celebrity influencer — regardless of whether it’s the best choice for your brand.
What matters most, though, is that you choose an approach that will resonate with your audience for the most powerful ROI.
Taco Bell’s “Burner Phone Breakfast” grassroots heist is a great example of using a minimal budget for maximum impact. After sending phones to 1,000 of its 1.1 million Twitter followers, the brand texted and called each phone with different challenges to complete, then rewarded these fans with Taco Bell prizes and gear.
This effort created a lot of engagement and awareness via social media and targeted its Millennial audience perfectly — all at a fraction of the cost of contracting a popular celebrity.
2. Track target audience conversations. You can’t confidently predict which trends will appeal to your audience unless you’re tracking their social media conversations in real time.
Gather data and try to incorporate celebrities, events, or topics your audience mentions into your current marketing strategy. Listen to what your audience cares about (their friends’ opinions, a hot TV star’s endorsement, etc.), and redistribute that information in creative ways.
Telemundo is a great example of a company in tune with its audience’s interests. In partnership with Latin World Entertainment, the TV channel invited 100 of its top social media influencers to come on screen and judge its new talent competition, “Yo Soy el Artista.” This approach strengthened the show’s relationship with its social media influencers, who, in turn, promoted the show and the experience to millions of followers.
3. Read into every audience detail. Go a step beyond tracking conversations to uncover your audience’s deeper motivations. Use a social media segmentation tool to identify unique characteristics that describe your audience and popular, but less obvious, influencers.
Every trait you can uncover — from being eco-friendly to price-sensitive — is an important indicator of what will warrant a response from your audience. And if you’re going the celebrity route, this will uncover the people they really care about, not just the hot celebrities of the moment.
Under Armour did a great job of incorporating its knowledge of its audience into its celebrity promotions with the current “I Will What I Want” campaign featuring Gisele Bündchen and Lindsey Vonn. By featuring real women celebrities who have overcome criticism, injuries, and more, each powerful promotion connected with the everyday athletic woman and created buzz around the brand.
It’d be a lot easier if marketing campaigns came in a one-size-fits-all package, but that’s not how you make a genuine connection with your target consumer. Put in the work to determine what resonates with your audience, and use that information to develop an effective grassroots campaign or secure a compelling celebrity endorsement.
The Unexpected is Amazing. Or Terrifying.
What if your audience wasn’t what your research said it was six months ago?
You already know Mattr is big on personality, giving you qualitative answers in 60 milliseconds instead of 60 days (or more). What if we went a step further and you knew if your audience was conservative or liberal, traditional or non-conformist, an early tech adopter, and even its degree of price sensitivity?
We did. Imagine how much that information could impact your advertising, content and PR strategies, especially in real time advertising.
In short, surprises are awesome–so long as you’re prepared.
Now you can see it in real time
Today we announced the Values-Based Social Segmentation expansion of Mattr. We’ve been working hard on this for quite a while and are now happy to say we can provide you with the qualitative information on audiences you’ve long been seeking. With this insight, you can increase brand awareness, consideration / engagement, and conversion.
Using personality traits, STEEP values (social, technological, environmental, economic and political), interests and demographics, you can now create multi-layered personas of your brand’s audience so you can target segments more effectively and align your brand personality and values with a specific audience. Oh, and again, we can give you this information in milliseconds as compared to the weeks required to get it using traditional research models.
Think about some of the ways this data could benefit you:
Better content – whether it’s owned, earned or paid content, having an understanding of your audience’s personality and mindset can enable you to create better content that resonates with them on a deeper level.
Better media placement – again, it doesn’t matter what the content is, but if you know who and what your audiences follow, it presents a better opportunity to pitch, place or publish your content somewhere it will reach them.
Better partnerships – knowing the companies, celebrities and media outlets your audience follows helps you more effectively form partnerships that can drive results for you.
Better engagement – connecting with your audience on a more personal level by showing you understand their values makes it more likely they’ll communicate back with you.
Influence the right buyers, with the right message, from the right people, at the right time
Right. We also added what we think is the best Influence Marketing product in the market. We can now help you identify the most appropriate influencers to target for your brand or event at the different stages of the buying cycle. You enter keywords and we deliver you influencers – but not simply via a list of names.
Using a tiered system, we discover all the influencers you need to know to get from awareness to conversion in markets worldwide:
Macro: Build awareness through paid content
Mid-level: Channel owned content and press for buying consideration
Micro: Funnel calls-to-action for conversions
Tapping into influence is an important part of marketing programs, so we didn’t stop at simply identifying individual influencers. We went further with our Influence Marketing feature so you can identify influential conversations. Sometimes there’s a topic, keyword or trend that’s a priority for a brand. We allow you to monitor those conversations in real-time so you can use them to your advantage.
On a personal note, we at Mattr are very proud of the new Social Segmentation and Influence Marketing features we’ve added. This is the biggest update ever to Mattr and I’m blown away by how hard our team has worked to provide our customers with these new features. Our longtime customers know that we typically take an iterative approach to our updates and extensions. That’s still the case. We’ll be rolling out more elements of our new features in the coming weeks and month – much of it based on customer feedback, so please, let us know what you think. Your opinion matters (pun intended).
The US soccer team may be out, but US athletic apparel company Nike is still very much in the World Cup. Nike is overshadowing World Cup Official Sponsor Adidas in more ways than one during the 2014 tournament. As confirmed all over the news last week, their stocks continue to rise and their sales continue to sore. When it comes to Social Marketing, some are claiming that the Nike and Adidas campaigns are fairly even, but our weekly social analysis tells another story based on the audience they’re attracting through their campaigns.
Nike managed to attract Twitter engagement from 32% of the same Rugged Males who were the most socially-excited soccer fans for @FIFAWorldCup during the week of June 16-22. It’s those die-hard fans that all World Cup sponsors and ambush Marketers should be aiming to attract. Adidas, on the other hand, pulled the bulk of their less-than-stellar engagement from Wholesome Males.
A couple of weeks before the World Cup began, the same social analysis showed that both Adidas and Nike were on the right track with their Marketing efforts, attracting the same active FIFA audience on social. This week- Nike has left Adidas in the dust.
Week Highlights: Adidas Fails to Go #Allin
Engagement is the name of the World Cup social game, and Nike’s #RiskEverything campaign has that edge over Adidas. In line with ‘Rugged’ personality traits, Nike was successful in tweeting short, tough-toned tweets that got noticed and retweeted by soccer fans around the globe. In fact, their tweets were consistently retweeted by the thousands (2,649 times for the tweet below, to be exact), while Adidas lagged far behind.
Adidas’ highest engagement for their #allin hashtag appeared to originate from soccer stars who wear Adidas boots, like hurt US player Jozy Altidore, rather than from Adidas themselves. Pulling engagement from popular soccer celebrities is a given. Being able to take the social reigns as a stand-alone brand and still pull in large audience interaction is like scoring the winning goal.
A sample of a ‘Rugged’ Nike tweet that pulled high engagement.
Of Interest: Nike Numbers Don’t Lie
It’s one thing to run our own analysis on which brands are getting the right message to the right audience to help increase social engagement. It’s another to go straight to the source to get a full list of social stats that show in more detail why one brand might be ahead of another. Nike recently released some of it’s early social stats, shared in this post– among them, that they’ve seen over 650,000 uses of the hashtag #riskeverything in social media, and over 22 million campaign engagements overall.
Those are some stats worth reporting! Any brand out there that’s still holding out on joining the social and digital revolution should take a good look at these stats and consider the obvious advantages.
(Originally posted in Memeburn)
What do Birchbox and Adidas have in common? One is a rugged sports icon, and the other is a wildly successful “stuff in a box” beauty subscription service, but both companies have impressive histories.
Birchbox raised US$72-million in funding in just four years and grew its subscriber base to more than 400 000, while Adidas has pulled in an excess of €10-billion for the past four years straight.
But that isn’t all. These brands boast impressive social media followings, and it’s not because they’re incredibly active (though they are); it’s that they understand the power of becoming ingrained in their audience’s lives rather than being just another company.
Whether you’re an established brand or an up-and-comer, you can learn from these social icons. Here are three powerful lessons from Birchbox and Adidas that can help you build a genuine relationship with your customers:
1. Target the right people with audience segmentation
The first step in developing a solid brand identity is to identify unique traits and characteristics of your target personas. Adidas nails this tactic by focusing on its rugged young male market and spending US$25-50 million per year sponsoring FIFA and the FIFA World Cup.
Audience segmentation is critical for connecting with your followers, and fortunately, social media analytics streamline this process. You can discover what makes your customers different from one another and what interests them, and then use those insights to identify topics that will capture their attention.
2. Aim for conversations, not conversions
Once you’ve identified and segmented your target audience, you can focus on the meat of your social media presence: becoming a part of that audience’s conversations.
Just take a look at Birchbox’s Twitter feed. Its tweets ask customers for their opinions, express enthusiasm over a fashion or makeup trend, or simply work to build a positive, happy vibe. Customers can smell a direct sale on social media from a mile away, so your content must be interesting and engaging on its own.
Because each social platform has something different to offer, you should customize your content for each platform. For example, Instagram is good for visual stimulation and teens, Facebook is getting much more popular with parents, and Twitter highlights current news and trends. Realise that your brand might fit into different social sites at different times, and find your perfect niche.
If you’re at a loss for how to start a conversation, look to your calendar and top trending lists. Identify topics that are relevant to your various audience segments and jump on them. Then, consider what’s going to happen in the future so you can start planning content around those events, such as graduation, back-to-school shopping, seasonal sports, and popular concerts.
3. Use the right tools to maintain authenticity
Successful social media marketing requires a steady commitment over a long period of time. Just look at Birchbox’s 50,000 tweets since 2010 and Adidas’ twice-daily Facebook updates.
But producing a high quantity of high-quality engagements requires backup. Here are three tools that can help you encourage authentic conversations:
- Monitoring tools, such as Hootsuite, can help you follow the conversations going on throughout all of your social networks to identify the most relevant content themes to your audience.
- Hashtag reporting tools, such as Keyhole, show the most popular trending hashtags, which can give you an idea of what people are currently discussing online.
- Content creation tools, such as Easel.ly, allow you to create visually appealing infographics with limited design experience. Graphics are a great way to convey information on topics that excite your audience, and they work well across several social sites.
Far too often, marketers try to replicate the social success of companies like Adidas and Birchbox by launching their platforms and plugging their old promotions into their Hootsuite scheduler. But that’s not how effective brands build a dedicated following.
Direct marketing simply doesn’t work in the world of social media. You’ve got to focus on the conversations, not the conversions, and become a genuine, useful, and personable force in your customers’ lives.
What’s your brand doing to make real connections with your audience?