tag:www.econsultancy.com,2008:/topics/influencer-marketing Latest Influencer marketing content from Econsultancy 2016-04-26T11:56:00+01:00 tag:www.econsultancy.com,2008:BlogPost/67785 2016-04-26T11:56:00+01:00 2016-04-26T11:56:00+01:00 Why restaurants need a hyper-local influencer marketing strategy David Moth <p>Co-founder James Elliot shared some insights into the company’s <a href="https://econsultancy.com/blog/67647-nine-incredibly-helpful-influencer-marketing-tools/">influencer strategy</a> at a recent AdWeek event hosted by Time Out.</p> <p>He strongly advocated a hyper-local strategy, which I've handily summarised below...</p> <h3>Go hyper-local</h3> <p>Pizza Pilgrims was founded by two brothers who set out to traverse Italy to learn how to make authentic pizza.</p> <p>Their journey was documented on a dedicated <a href="https://www.youtube.com/user/pizzapilgrims">YouTube channel</a>, so they actually began building an online audience before they’d even setup business in their first pizza van.</p> <p>This focus on digital has continued as the business has grown. According to James:</p> <blockquote> <p>We got food bloggers involved very early on. It's been much more effective than print advertising or any other more traditional channels.</p> </blockquote> <p>James said he quickly learned that influencer marketing yielded the best results when it involved people local to the Pizza Pilgrims van in London’s Soho.</p> <p>And by local, James means “like, within one mile.”</p> <p>This is because in order to be profitable Pizza Pilgrims has to get a large number of customers through the door every day.</p> <p>Therefore it needs to attract repeat visits from people who live and work nearby. </p> <p><a href="https://www.instagram.com/p/BBpd6BThRqS/?taken-by=pizzapilgrims"><img src="https://assets.econsultancy.com/images/0007/4297/Pizza_Pilgrims_van.png" alt="" width="934" height="601"></a></p> <p>James cited Meat Liquor - another small, trendy restaurant brand – as a company with a great hyper-local digital strategy.</p> <p>Each of <a href="http://meatliquor.com/">Meat Liquor’s London outlets</a> has a different name and its own social channels.</p> <p>James believes this works better as it enables restaurants to appeal to local markets and communities, rather than having one generic account for the whole brand.</p> <h3>Get ‘em involved</h3> <p>James discussed how to build strong relationships with influencers. Apparently it’s all about making them feel valued. </p> <p>He said that rather than just randomly sending out freebies, brands need to make bloggers feel involved with a project or campaign.</p> <blockquote> <p>Bloggers love feeling like they’re involved in a decision. For example, we might get people in to do a taste test of different types of mozzarella and let them choose which one we’re going to use.</p> </blockquote> <p>This is far more effective than simply sending out a product and asking for a review, and it means you hopefully won't be <a href="https://econsultancy.com/blog/67645-google-s-got-it-right-instead-of-bribing-bloggers-sort-out-your-website/">penalised by Google for bribing bloggers</a>.</p> <h3>Find authentic partners</h3> <p>Brand partnerships are very common in the food &amp; drink industry. </p> <p>See Jamie Oliver and Sainsbury’s or Heston Blumenthal and Waitrose for two very obvious examples.</p> <p>Though these are obviously major corporate brands, these types of partnerships can also work for small businesses.</p> <p>James recommends collaborations as a good way for two brands to gain mutually beneficial outcomes, but it relies on working with people who have authenticity.</p> <p>Pizza Pilgrims recently worked with Chase Vodka to create Sohocello, a limoncello brand that was ‘grown in Amalfi, distilled in Herefordshire, born in Soho.’</p> <p><iframe src="https://www.youtube.com/embed/qAUWzyM_UiQ?wmode=transparent" width="615" height="346"></iframe></p> <p>Both brands have placed their company story at the centre of their marketing, so the collaboration is a natural fit.</p> <p>It’s a good reminder that the search for influencers need not be limited to bloggers.</p> <h3>Horses for courses</h3> <p>The hyper-local influencer strategy that James advocated isn’t a viable option for all brands.</p> <p>In fact, it’s probably only suited to restaurants that operate a small number of outlets.</p> <p>Major food brands, such as McDonald’s or Starbucks, are better off working with influencers or celebrities with mass market appeal that give them national or international coverage. Such as Beyoncé.</p> <p>In contrast, Pizza Pilgrims’ business model relies on attracting a high volume of customers within a small geographic area.</p> <p>In this instance, it doesn’t make sense to pay a lot of money for someone with national appeal when most people aren’t able to visit one of Pizza Pilgrims' restaurants.</p> <h3>Time Out’s influencer research</h3> <p>To finish it's only polite to give a nod to some <a href="http://www.timeout.com/about/time-out-group/latest-news/time-out-reveals-new-study-from-influence-to-action-insights-from-the-new-influence-economy">influencer marketing research that Time Out revealed</a> at the AdWeek event. </p> <p>The survey of 799 respondents identifies two different influencer groups: Shakers and Makers.</p> <p>Shakers are defined as those with very large social networks (upwards of 3,500) who might be useful for driving broad awareness of a product or marketing campaign.</p> <p>However Makers are actually more likely to drive a particular action despite having a slightly smaller social following (average of 1,700).</p> <p>This is because Makers tend to be more passionate and knowledgable about a certain topic, so their followers place greater trust in them when it comes to recommendations.</p> <p>And for more on this topic, download Econsultancy's <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of Influencers study</a> which assesses how brands are approaching influencer marketing.</p> tag:www.econsultancy.com,2008:BlogPost/67756 2016-04-19T12:45:40+01:00 2016-04-19T12:45:40+01:00 Influencer Marketing: It’s all about the audience Chris Lee <p>The answer lies in understanding their audience, without whom there <em>is</em> no ‘influence’, and working back from there. </p> <p>The Google Trends data speaks for itself. Influencer marketing is going through the roof, probably due to Google’s focus on diverse and authoritative links, and the <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/">rise of ad blocking</a>.</p> <p>What used to be one area of public relations – media and blogger outreach – has now forced its way onto the remit of content marketers keen to build links and attention.</p> <p><em>'Influencer Marketing' in the UK (Google Trends, April 2016)</em></p> <p><img src="https://assets.econsultancy.com/images/0007/4071/Google_Trends_Influencer_Marketing.png" alt="" width="399" height="259"></p> <p>For all the positives for influencers – more press trips, freebies and paid gigs – there is also the inevitable rise in spam.</p> <p>If you are a content marketer finding yourself doing more and more influencer outreach, the below steps should help.</p> <p>And to find out more about this topic, download Econsultancy's <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of Influencers Study</a>.</p> <h3>Influencer marketing from both sides</h3> <p>Having been in UK tech PR and media since 1998, I've seen media relations evolve from press releases being faxed and posted to print, radio and TV, to modern social media pitches linking to rich, embeddable media to bloggers and vloggers. </p> <p>As a tech journalist, my audience was IT managers. I spoke with them regularly to understand their challenges, and what kept them awake at night: security breaches, down time, capacity etc.</p> <p>Without understanding my audience, I couldn’t talk to them effectively.</p> <p>As a <a href="http://www.outsidewrite.co.uk" target="_blank">football travel blogger</a>, I can tell immediately the pitch from a PR – whose chief objective is often ‘coverage’ and opportunities-to-see (OTS) – and an <a href="https://econsultancy.com/training/courses/seo-training/">SEO</a>, who wants a backlink to a target URL.</p> <p>It’s clear that I write about football travel from the ‘About us’ page, and yet that means I have ended up on a few generic ‘lifestyle blogger’ lists and been invited to the launch of new restaurants and cocktail bars.</p> <p>This breaks the first rule of influencer marketing: personalisation.</p> <p>If you don’t understand the blogger – their motivation for blogging, the way they work and their audience – then you cannot tailor the unique content you need to in order to gain traction.</p> <p>You’re aiming to build a long-term relationship with influencers. Today’s upstart with a few thousand hits per month might be tomorrow’s Zoella or Jim Chapman.</p> <p>Way before approaching them, follow them on social media. Get on their radar somehow (a Like, a relevant retweet). </p> <h3>How to pitch to influencers</h3> <p>After the homework stage, you’re ready to pitch. You already know the blogger is relevant and who their audience is. You’ve seen if they’ve covered your brand or competition before.</p> <p>You’re clear on what unique experience or content you are ready to offer. Don’t forget to check on social media to see that they’re actually around and not on a boating trip in the Adriatic or on their way to a photo shoot.</p> <p>You’ll be most likely pitching by email and they – or the people paid to filter out the bad emails - will receive potentially hundreds each day, so you really need to stand out. </p> <p>The key to successful pitching includes:</p> <ul> <li> <strong>Subject line:</strong> Keep this to less than eight words. Get to the point, make it click-worthy, and don’t use caps, it looks like shouting. A <a href="https://econsultancy.com/blog/64878-45-words-to-avoid-in-your-email-marketing-subject-lines/">catchy subject line</a> is the difference between earning a click and being deleted instantly.</li> <li> <strong>Personalise approach:</strong> Address the influencer by name. Never say ‘hi there’ or ‘Dear Blogger’, absolute no-nos! Also, is there a polite and relevant segue you can add, such as ‘I saw your recent piece on X and our recent research on Y could build to the story…’ </li> <li> <strong>Offer something unique</strong>: Is there something exclusive that you can offer to help that influencer stand out, like unique content, an experience, an interview? </li> <li> <strong>Keep it brief</strong>: The influencer has got plenty of other emails to check. Get to the point quickly and leave a call to action. Manage expectations.</li> </ul> <p>The key thing is not to hassle the influencer. If they’re not interested, so be it. One of journalists’ key complaints is the “did you get my email?” PR follow-up call.</p> <p>If they are interested in your pitch, follow up quickly and manage it all the way through, thank them when the piece appears and share on your social networks.</p> <p>Don’t ever ask them if you can proof their copy first! </p> <p>Always remember that both parties need to <a href="https://econsultancy.com/blog/67645-google-s-got-it-right-instead-of-bribing-bloggers-sort-out-your-website/">disclose their interest</a> in online content and social media.</p> <p>Now you need to build a database with relevant information to capture all the data you need on your influencer outreach.</p> <p>This should include contact information (email, social feeds etc.) and influence markers, such as domain authority (DA), estimated traffic, community size etc., and a history of your contact with them.</p> <p>Capture other data that might help ease a conversation with them and show you’ve actually researched them – where do they live, which football team do they support etc. </p> <p>Nothing beats meeting influencers face-to-face, so try to do that when you can.</p> <p>Influencers and those organisations hoping to work with them can create successful, symbiotic relationships, but many approaches can go horribly wrong – with some irate bloggers and journalists taking to social media to ‘out’ bad agencies.</p> <p>If you’re new to influencer relations, aim to be helpful and put yourself in the influencer’s shoes. It could be the start of a beautiful relationship.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them/"><em>What are influencers and how do you find them?</em></a></li> <li><a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands/"><em>Eight influencer marketing stats for fashion &amp; beauty brands</em></a></li> <li><a href="https://econsultancy.com/blog/66092-six-ways-to-woo-influencers-to-support-your-cause/"><em>Six ways to woo influencers to support your cause</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/67712 2016-04-13T11:35:52+01:00 2016-04-13T11:35:52+01:00 Seven helpful tips for livestreaming success Patricio Robles <h3>1. Pick the right platform</h3> <p>There are a number of popular livestreaming platforms. Celebrities like <a href="https://econsultancy.com/blog/66297-madonna-s-meerkat-fail-shows-the-risks-of-early-adoption">Madonna embraced Meerkat</a>, which has since <a href="http://recode.net/2016/03/04/meerkat-is-ditching-the-livestream-and-chasing-a-video-social-network-instead/">pivoted away from</a> livestreaming.</p> <p>Twitter's Periscope has been employed by <em>The Late Show with Stephen Colbert</em>.</p> <p>And with <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook's livestreaming push</a>, many brands will no doubt be considering the world's largest social network for their next livestream.</p> <p><img src="https://assets.econsultancy.com/images/0007/2696/Facebook_livestream.png" alt="" width="441" height="178"></p> <p>Already, there is growing differentiation between platforms.</p> <p>Periscope, for example, doesn't officially support archiving, and Facebook, which does, is incentivizing use of Facebook Live by ranking live streams higher in user News Feeds.</p> <p>This means brands will want to be thoughtful about which platforms they adopt.</p> <h3>2. Recognize that personality matters</h3> <p>Livestreaming isn't television, and authenticity is probably a more attractive attribute in the medium than polish is.</p> <p>That means brands don't necessarily want or need established personalities; they may well find success with virtual unknowns.</p> <p>But whoever they put in front of viewers needs to be able to connect with the target audience.</p> <h3>3. Ideas are key</h3> <p>Last week, BuzzFeed broke the record for concurrent viewers on a Facebook livestream.</p> <p><a href="http://www.tubefilter.com/2016/04/08/buzzfeed-live-facebook-video-watermelon/">More than 800,000 viewers</a> accepted the popular digital publisher's call to action: "Watch us explode this watermelon one rubber band at a time!"</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3818/buzzfeed-blog-flyer.jpg" alt="" width="330" height="330"></p> <p>Replicating BuzzFeed's success won't be easy for brands.</p> <p>After all, most of them will find it hard to relate similar stunts to their wares.</p> <p>But BuzzFeed's record-breaking livestream is a reminder that individuals willing to tune in to a live event are far more likely to do so when lured by the promise of content that's unique, fascinating, engaging or enlightening.</p> <h3>4. Understand that scripting isn't necessary, but preparation is</h3> <p>Livestreamimg doesn't require fully scripted content – in fact, in many cases that will even be undesirable – but brands shouldn't expect to achieve livestreaming success without some preparation to ensure events flow smoothly and keep viewers engaged.</p> <p>Without structure, livestreaming events can quickly become boring, or worse, very quickly, reducing the likelihood a viewer will tune in again.</p> <h3>5. Look for co-creation opportunities</h3> <p>Livestreaming is a great medium for brands to take advantage of <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">the magic of co-created content</a>.</p> <p>There are numerous opportunities for brands to involve <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencers</a> in their livestreaming content.</p> <p>For example, Amazon is inviting high-profile guests to co-host episodes of its daily digital fashion show, <a href="https://econsultancy.com/blog/67627-is-amazon-s-style-code-live-this-generation-s-answer-to-the-tv-shopping-channel/">Style Code Live</a>.</p> <h3>6. Get the setup right</h3> <p>While brands using third-party platforms to livestream lack a good deal of control, they should do everything they can to ensure that they're not the source of a technical failure.</p> <p>From selecting the right equipment to ensuring that they have adequate connectivity, nothing should be left to chance and Plans B and C should be established and ready to implement before an important stream begins. </p> <h3>7. Take full advantage of the medium</h3> <p>To fully exploit the livestreaming opportunity, brands should look for ways they can tap the unique attributes of the medium.</p> <p><img src="https://assets.econsultancy.com/images/0007/2790/stylecode2.jpg" alt="" width="615" height="105"></p> <p>Once again, Amazon's Style Code Live provides a good example, as the retail giant allows viewers to interact with guests via live chat.</p> <p>It also created a custom video player that highlights products that are being featured on the show.</p> tag:www.econsultancy.com,2008:BlogPost/67594 2016-03-23T00:06:00+00:00 2016-03-23T00:06:00+00:00 Digital marketing in Singapore: 101 Jeff Rajeck <p><em>Bucking global trends, the South-East Asian economy has been growing steadily over the past few years.</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2495/growth-blog-flyer.png" alt="" width="470" height="246"></p> <h3>Demographics</h3> <p>Singapore has a <strong>total population of 5.26m people</strong>, which include approximately 2m people born elsewhere (called expatriates or expats).</p> <p>Unemployment in the country is very low, around 2%, and <strong>the top 25% of earners make more than $100,000 US dollar equivalent per year</strong>.</p> <p>English is the most-widely spoken language in the country and people here are very familiar with Western brands and media. The national sport, some might argue, is English football.</p> <p>So if you're looking for a demographic with buying power and a knowledge of Western culture, Singapore is the place to start.</p> <p>But where can you find them online?</p> <h3>Internet population</h3> <p>The percentage of people in Singapore who are online is among the highest in the world. Over eight in 10 (81%) are on the internet and this number grew by 10% between 2013 and 2014.</p> <p>Also, <strong>Singapore enjoys one of the fastest broadband speeds in the world</strong>. A government-assisted rollout of fibre island-wide is responsible for this rise to the top of the speed charts.</p> <p>According to Akamai Technologies, the content delivery network, Singapore has the fastest peak speeds in the world at 94.8 megabits per second (Mb/s). For average speed, it ranks 10th at 12.5 Mb/s and very few netizens (13%) in Singapore surf at speeds below 4MB/s</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2496/myrepublic-broadband-blog-flyer.jpg" alt="" width="470" height="210"></p> <h3>Mobile internet</h3> <p>4G mobile internet coverage is also among the best in the world. Over 99% of the island has LTE coverage at the street level and mobile users experience average speeds of 38Mb/s (also, apparently, <a href="http://digital.asiaone.com/digital/news/starhub-has-worlds-fastest-4g-lte-network">the world's fastest</a>)</p> <p>Indoor coverage is still in progress, though many foreigners find it surprising that <strong>4G works in tunnels and underground trains.</strong></p> <p>Because of this ubiquitous high-quality <a href="https://econsultancy.com/blog/67595-key-stats-from-facebook-s-state-of-connectivity-report/">internet connectivity</a>, scenes of people starting at their phones is as common, if not more, than elsewhere.</p> <p>So, for those interested in reaching consumers here, a mobile strategy is key.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2497/mobil-blog-flyer.png" alt="" width="470" height="307"></p> <h3>Search</h3> <p>Google is used by at least 90% of people in Singapore, with Yahoo being used by most of the remainder.</p> <p>And according to WordStream, <a href="http://www.wordstream.com/blog/ws/2015/07/06/average-cost-per-click">pay-per-click costs are 58% lower than those in the US</a> on average.</p> <h3>Social media</h3> <p>Facebook is the go-to social network in Singapore, as with most countries,. </p> <p>According to Facebook's<a href="https://www.facebook.com/ads/audience_insights"> Audience Insight Tool</a>, there are<strong> 3.5m monthly active users (MAUs) on Facebook in Singapore.</strong> In a <a href="https://www.facebook.com/business/news/mothers-day-sg-2015">separate blog post</a>, Facebook reiterates this number and adds that there are 2.4m people in the country on Facebook every day.</p> <p>I have previously<a href="https://econsultancy.com/blog/67423-how-to-avoid-bad-marketing-statistics-asia-case-study/"> analyzed their MAU figure</a> and find it a bit high but there is no denying that Facebook dominates the social media landscape.</p> <p>Elsewhere, <a href="https://ads.twitter.com">Twitter for Business </a>indicates that there are <strong>between 350k - 550k English-speaking tweeters</strong> and hardly any Chinese-speaking.</p> <p>LinkedIn claims that there are <strong>1.8m LinkedIn members in Singapore</strong>, which is also probably a bit high as it would be over 50% of the total workforce (3 million) and more than the total of all professionals, managers, executives, and technicians. Still, it is quite common for people to use LinkedIn regularly to network and search for jobs.</p> <p>Other social networks are clearly popular as well, <strong>especially Instagram</strong>, but as figures are based on surveys and estimations, they have to be taken with a grain of salt.</p> <p>As for messaging apps, WhatsApp is certainly more popular than Facebook Messenger or WeChat in Singapore so <strong>being on WhatsApp is pretty much required.</strong></p> <h3>Influencers</h3> <p>Like most countries nowadays, Singapore has its share of local influencers who can help launch a brand, or at the very least give it a boost.</p> <p>Beauty and lifestyle bloggers such as <a href="http://xiaxue.blogspot.sg/">Xiaxue </a>and food bloggers such as <a href="http://ieatishootipost.sg/">ieatishootipost </a>are very well-known throughout Singapore and have sophisticated sites with a loyal following.</p> <p><a href="https://econsultancy.com/reports/the-rise-of-influencers">Hiring influencers has become quite an industry </a>here already, though, and so any brands looking to enter the market would be wise to use one of the agencies, such as Gushcloud or Nuffnag.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2498/banner-blog-flyer.png" alt="" width="470" height="211"></p> <h3>Ecommerce</h3> <p>Ecommerce had a slow start in Singapore, possibly because it is so well-served by existing shopping centres and the fact that offline shopping is a national past-time.</p> <p>Still, in 2015 <a href="http://www.specommerce.com.s3.amazonaws.com/dl/fs/141211_fs_singapore_factsheet.pdf">Singaporeans spent $3.5bn online</a>, according to Singapore Post, a rise of over 25% year-over-year.</p> <p>And, according to Euromonitor, <strong>Singapore and Malaysia are responsible for almost half of the total online retail sales in South-East Asia.</strong></p> <p>Ecommerce sites in Singapore, though, are quite different. Amazon does not have a local site for the country, although they do offer some free shipping deals to Singapore.</p> <p>Instead, companies like Redmart (groceries), Reebonz (luxury), Lazada (electronics), and Zalora (fashion) fill the gap as well as the slightly chaotic local merchant site, Qoo10.</p> <p>Western companies also set up their own sites in Singapore as well. SingPost's new ecommerce company, SP Commerce, manages such solutions for Adidas, Muji, and Calvin Klein.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2499/qoo10-blog-flyer.png" alt="" width="470" height="262"></p> <h3>So where to start?</h3> <p>Marketers who speak English and are familiar with using Facebook and Google for promotion will find it quite easy to get started in Singapore. Locals will largely understand Western cultural references as most people here are familiar with Western media.</p> <p>What might be harder is turning attention into sales. Singaporeans have a strong local culture and many other digital players are already very well-established here.</p> <p>Speaking to a local agency would certainly help, as they can help align your brand with things which resonate with locals. Food, for example, is different in Singapore and very important culturally, so it can be worthwhile to focus research in this area (see image below).</p> <p>You will also see brands establish themselves in Singapore based on their existing marketing messaging, though, and at this crossroads of Asia and the West, that can certainly work as well.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2501/durian_mcflurry-blog-flyer.png" alt="" width="470" height="353"></p> <p><em>Further reading:</em></p> <p><a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia">The State of Email and Marketing Automation in South-East Asia</a></p> tag:www.econsultancy.com,2008:BlogPost/67617 2016-03-18T14:19:46+00:00 2016-03-18T14:19:46+00:00 Bridging the gap: uniting marketing and sales with employee advocacy Maz Nadjm <p>Especially when a revolution is in the making, with traditional business development strategies being transformed by digital.</p> <h3>Social sales - not yet a reality</h3> <p>So, with as much as 67% of the buyer’s journey now being done digitally (Cisco) and social media driving more than one third of all referral traffic, being present on social networks becomes an ultimate priority for sales teams everywhere. </p> <p>Although 80% of companies believe they would be more productive if their sales teams had a greater social media presence (The SMA Sales Management Association), factors like <a href="https://econsultancy.com/blog/67263-skills-shortage-the-biggest-barrier-to-digital-progress-overtaking-legacy-systems/">lack of digital confidence</a>, quality control and time are stopping sales teams from engaging effectively on social media. </p> <p>In this landscape, there is one department within a company where it’s usually more likely to find a good amount of digital and social media knowledge: Marketing.</p> <p><img src="https://assets.econsultancy.com/images/0007/2686/Screen_Shot_2016-03-03_at_19.25.21.png" alt="" width="550"></p> <h3>Bridging the Marketing-Sales gap </h3> <p>Thanks to the nature of their role, marketing professionals have a deep understanding of how digital communications work and are more familiar with the world of social media for business. </p> <p>Finally, they have a clear overview of all the content that is being created to promote and inform prospects about their organisation. For all these reasons, bridging the gap between marketing and sales is an opportunity that no company should pass on.</p><p>The benefits for both disciplines are far reaching. While a good amount of time and money is spent on the creation of innovative and relevant content (think images, infographics, GIFs, thought leadership pieces, campaigns) that could easily be used to start conversations with prospects, marketing tends not to have a process in place to pass this kind of information on to sales teams. </p> <p>This is what’s usually happening: monthly newsletters or sporadic messages on the company’s intranet go out, asking colleagues to copy-paste a specific article as a LinkedIn update or as part of a tweet. </p> <p>But even with great information, sales professionals often lack the<a href="https://econsultancy.com/training/courses/social-media-and-online-pr/"> social media training</a> needed to quickly post company messages online.</p> <p><em>Ashley Friedlein has previously advocated the Customer Director as a key role for uniting marketing and sales.</em></p> <p><img src="https://assets.econsultancy.com/images/0006/1400/Organisational_structure.png" alt="model for dt" width="615"></p> <h3>Kickstarting employee advocacy</h3> <p>Of course, it’s not simply a one-way street connecting marketing to sales.</p> <p>For instance, all the information sales teams gather on a daily basis regarding their clients’ and prospects’ pain points. This could be extremely useful for the marketing team to help forge appropriate messages, but easily gets lost without a dedicated strategy in place.</p> <p>To overcome this deadlock, an employee advocacy solution can be extremely useful. In a nutshell, it makes it easy for sales teams to have access to fresh, 100% on-brand content that can be used to reach thousands of contacts.</p> <p>Sales reps’ personal networks include a number of prospects and existing clients, representing an untapped source of new and relevant leads. The power of this network becomes fully clear when considering that leads developed through employee social marketing convert seven times more frequently than any other leads (IBM).</p> <p>Also, quality content should not be undervalued in relation to the sales process, as 65% of buyers feel that the vendor’s content has an impact on their final purchase decision (Brainy Marketer). </p> <p>Through employee advocacy, marketing teams can easily and effectively feed this content to their sales team, who are then enabled to share it with their online connections. </p> <p>Once empowered to share content on social media through an employee advocacy solution, sales professionals tend to share 50% more frequently than colleagues in other departments (SoAmpli). </p> <p>Also, because of the nature of their role, sales teams tend to be active on social media at times when colleagues in other department are not, for instance sharing (or scheduling posts to be shared) during evenings, weekends or holidays.</p> <p>A referred customer through social media is proven to be 4x more likely to close than a cold lead your sellers are trying to reach (LinkedIn). </p> <p>Selling is rapidly changing and sales reps need to adapt to the digital age of social selling. By implementing an employee advocacy programme, companies can empower their sales teams digitally, maximising leads and improving their profiles as social sellers.<br></p> <p><em>For more on marketing and sales, read Ashley Friedlein's post, <a href="https://econsultancy.com/blog/66736-marketing-and-sales-how-will-they-work-together-in-the-future/">Marketing and sales: how will they work together in future?</a></em></p> tag:www.econsultancy.com,2008:BlogPost/67656 2016-03-17T09:28:00+00:00 2016-03-17T09:28:00+00:00 Instagram is shaking up its feed with an algorithm: what brands need to know Patricio Robles <p>In a blog post, the company <a href="http://blog.instagram.com/post/141107034797/160315-news">explained</a>:</p> <blockquote> <p>To improve your experience, your feed will soon be ordered to show the moments we believe you will care about the most.</p> <p>The order of photos and videos in your feed will be based on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post. As we begin, we’re focusing on optimizing the order — all the posts will still be there, just in a different order.</p> </blockquote> <p>Not surprisingly, Instagram's reaction was met with fierce criticism from users who say they're happy with chronologically-ordered feeds. As of Thursday, a petition urging Instagram to reverse its decision had received nearly 86,000 signatures <a href="https://www.change.org/p/keep-instagram-chronological">on Change.org</a>, and Twitter was filled with comments from nonplussed Instagram users.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Ugh, now Instagram is gonna decide which posts I wanna see first?!<br>Why can't social media platforms just leave the time line of real life...</p> — Zedd (@Zedd) <a href="https://twitter.com/Zedd/status/709964016999907329">March 16, 2016</a> </blockquote> <h2>The impact on influencer marketing</h2> <p>Users may not be the only ones who aren't thrilled with the change Instagram will be making. Instagram has become <a href="https://econsultancy.com/blog/67020-why-instagram-should-be-the-channel-of-choice-for-marketers">one of the most prolific social channels</a> for brand marketers, and is a particularly prolific channel for influencer marketing. <a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands">Many fashion brands</a>, for example, are investing heavily in reaching consumers through popular Instagram users.</p> <p>While Instagram says that "people miss on average 70 percent of their feeds," the application of an algorithm to user feeds adds a level of uncertainty that could be uncomfortable for brands paying influencers to promote their wares. After all, the algorithm could either increase or decrease reach.</p> <p>This will naturally be totally out of the control of brands, which will now have to contend with trying to understand how the algorithm works and what they can do to optimize their influencer marketing efforts in light of it.</p> <h2>It isn't personal, it's business</h2> <p>Of course, Instagram says that it's changing the way feeds work to help users discover the content that's most relevant to them, but the reality is that Instagram's burgenoning ad business stands to benefit the most.</p> <p>With the greater ability to control reach, Instagram can more easily pitch brands on <a href="https://econsultancy.com/blog/66627-ads-on-instagram-a-user-s-perspective">its ad products</a>. Brands will find such a pitch familiar: with organic reach on Facebook constrained by <a href="https://econsultancy.com/blog/9770-facebook-edgerank-what-marketers-need-to-know">EdgeRank</a>, many turn to Facebook ads to distribute their messages on the world's largest social network.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here are 3 free startup ideas:</p> <p>• Facebook without the algorithm<br>• Twitter without the algorithm<br>• Instagram without the algorithm</p> — dǝǝןsןןnɴ (@Nullsleep) <a href="https://twitter.com/Nullsleep/status/710311180506697728">March 17, 2016</a> </blockquote> <p><strong>For better or worse, brands need to accept that algorithms will ultimately dominate just about every digital channel, and social is no exception.</strong> <a href="https://econsultancy.com/blog/67515-twitter-unveils-new-timeline-feature-what-you-need-to-know">Twitter</a> and Instagram are just the latest popular social platforms to bring an algorithm to services where many users don't want them, and they certainly won't be the last.</p> tag:www.econsultancy.com,2008:BlogPost/67647 2016-03-15T14:16:09+00:00 2016-03-15T14:16:09+00:00 Nine incredibly helpful influencer marketing tools Jack Simpson <p>

Thankfully there is an easier way. There are a number of brilliant tools out there that can help you kickstart your influencer marketing efforts with ease, and in this post I’m going to cover some of the better ones out there.</p> <p><em>If you want to learn lots more about how to apply influencer marketing to your own business, check out our <a href="https://econsultancy.com/training/courses/social-media-and-online-pr/">social media and online PR training course</a>. </em></p> <h3>1. Fashion &amp; Beauty Monitor</h3> <p>Influencer marketing is particularly prevalent in the fashion and beauty industry, where the right person wearing or using your product can have a massive influence on consumer opinion. </p> <p>With around 60,000 contacts and a dedicated research team, Fashion &amp; Beauty Monitor is a great place to start if you’re looking for influential people in this industry. </p> <p><a href="http://www.fashionmonitor.com/"><img src="https://assets.econsultancy.com/images/0007/3005/slide-dummy.jpg" alt="Fashion &amp; Beauty Monitor" width="620"></a></p> <p><img src="https://assets.econsultancy.com/images/0007/3006/carousel_engage.png" alt="Fashion &amp; Beauty Monitor" width="620"></p> <p>And to add a full disclaimer here, I should mention that Econsultancy has the same parent company as Fashion &amp; Beauty Monitor.</p> <h3>2. Klear</h3> <p>This one is free to use, in return for some data of course, and there are lots of different ways you can sort the results. </p> <p>I really like the simple layout and the fact you can choose between celebrities, power users, novices and so on. </p> <p><a href="http://klear.com/"><img src="https://assets.econsultancy.com/images/0007/2972/Screen_Shot_2016-03-14_at_14.15.29.png" alt="Klear interface" width="620"></a></p> <p>When you go into an influencer’s profile there’s loads of useful information, from their top posts to who they’ve talked with on social media recently. </p> <p><img src="https://assets.econsultancy.com/images/0007/2973/Screen_Shot_2016-03-14_at_14.24.48.png" alt="Klear influencer research tool" width="620"></p> <p>You can also drill down into deeper analytics and check out their network and follower demographics to really find out whether they going to be able to help you reach a relevant audience.  </p> <p><img src="https://assets.econsultancy.com/images/0007/2974/Screen_Shot_2016-03-14_at_14.25.52.png" alt="Klear influencer research tool" width="620"></p> <p>This is one of the few tools that isn’t limited only to Twitter, enabling you to extend your research to Instagram, an increasingly important platform for <a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them">influencer marketing</a>. </p> <h3>3. Followerwonk</h3> <p>Again, you can use this one for free in exchange for your Twitter details, so it's well worth a look if you’re on a tight budget or just testing the water. </p> <p>In the screenshot below I typed in ‘food blogger’ and the tool returned a list of people with that keyword in their profile, ranked by popularity and social authority. </p> <p>
<a href="https://moz.com/followerwonk/"><img src="https://assets.econsultancy.com/images/0007/2976/Screen_Shot_2016-03-14_at_16.35.15.png" alt="Followerwonk influencer marketing tool" width="620"></a></p> <p>The beauty of this tool is in its simplicity. It’s great if you just want to quickly build a list of potentially influential tweeters in your field. </p> <h3>4. Quora</h3> <p>Unlike the other tools on this list, Quora wasn’t designed with content or influencer marketing in mind, but it can still be an extremely useful tool for finding influencers in your industry. </p> <p>Try searching the site for topics related to your business, or search questions in Google and include the word ‘Quora’. </p> <p>People with good answers will get plenty of upvotes and views, so you can start to spot experts who might hold some sway when it comes to your target audience. </p> <p><a href="https://www.quora.com/"><img src="https://assets.econsultancy.com/images/0007/2977/Screen_Shot_2016-03-14_at_14.42.54.png" alt="Quora for influencer marketing research" width="620"></a></p> <h3>5. BuzzSumo</h3> <p>We’ve written about this tool before when talking about how to find influencers. It’s incredibly intuitive so even somebody new to influencer tools should be able to get their head around it. </p> <p>As you can see I’ve used ‘food blogger’ as an example search term again, and the tool has returned a list of influencers who fit that category. </p> <p><a href="http://buzzsumo.com/"><img src="https://assets.econsultancy.com/images/0007/2978/Screen_Shot_2016-03-14_at_15.19.23.png" alt="BuzzSumo influencer research" width="620"></a></p> <p>One feature I really like on BuzzSumo is the ‘view links shared’ button.</p> <p>It’s a really easy way to get an instant picture of the kind of stuff that an influencer might be interested in publishing, which gives you an edge when <a href="https://econsultancy.com/blog/66671-five-things-to-do-when-approaching-influencers">approaching them with content</a>. </p> <p><img src="https://assets.econsultancy.com/images/0007/2979/Screen_Shot_2016-03-14_at_15.16.02.png" alt="BuzzSumo influencer research" width="620"></p> <p>You can also drill down into those links to get a nice little visualisation of all the different sites they come from.</p> <p><img src="https://assets.econsultancy.com/images/0007/2980/Screen_Shot_2016-03-14_at_15.18.20.png" alt="BuzzSumo influencer research" width="620"></p> <h3>6. Kred</h3> <p>I like the way this tool breaks down all the different factors that determine ‘influence’.</p> <p>It’s a good one for anyone new to the field who wants to gain a better understanding of what makes somebody an influencer. </p> <p><a href="http://home.kred/"><img src="https://assets.econsultancy.com/images/0007/2981/Screen_Shot_2016-03-14_at_15.59.13.png" alt="Kred influencer research" width="463" height="364"></a></p> <p>Kred also provides an ‘Outreach Score’, which tells you how often they retweet, reply to or mention other people. </p> <p>So Kred tells you not just whether someone is influential in your field, but also how likely they are to respond to you. </p> <h3>7. Traackr</h3> <p>You’re probably beginning to realise that a few of the tools on this list effectively do the same thing, but they do have some unique features and it’s always good to use a few different tools in order to cover all bases. </p> <p><iframe src="https://www.youtube.com/embed/lhTZsX5iO0c?wmode=transparent" width="620" height="349"></iframe></p> <p>The key things to know about <a href="http://traackr.com/">Traackr</a> are: it’s a fantastic tool with some powerful features, and it’s also pretty expensive. </p> <p>I’d therefore only recommend using this tool if you’re serious about influencer marketing and have a healthy budget to play with. </p> <h3>8. LinkedIn</h3> <p>It goes without saying (despite the fact I’m currently saying it) that <a href="https://econsultancy.com/blog/66448-three-effective-linkedin-marketing-techniques">LinkedIn</a> is a great place to find influencers. </p> <p>LinkedIn actually labels certain people as influencers, although this is restricted to the likes of Richard Branson and Bill Gates and there aren't a huge number of them. </p> <p><a href="https://www.linkedin.com/"><img src="https://assets.econsultancy.com/images/0007/2982/Screen_Shot_2016-03-14_at_16.44.28.png" alt="LinkedIn influencers" width="620"></a></p> <p>But the best way to find influencers on LinkedIn is by researching blog posts on the site in your field and seeing which authors are getting a high level of engagement with their content.  </p> <p>And once you find them you can simply click through to their profile and contact them from there. </p> <h3>9. Klout</h3> <p>This tool splits things into two camps when you search a phrase. Firstly it shows you the current biggest influencers in relation to that phrase.</p> <p>And secondly it shows you a list of the most popular recent content in relation to that phrase along with the person/brand that shared it. </p> <p><a href="https://klout.com/"><img src="https://assets.econsultancy.com/images/0007/2983/Screen_Shot_2016-03-14_at_15.44.23.png" alt="Klout influencer research" width="620"></a></p> <p><img src="https://assets.econsultancy.com/images/0007/2984/Screen_Shot_2016-03-14_at_15.46.22.png" alt="Klout influencer research" width="620"></p> <h3>What else do you use?

</h3> <p>If you’ve used any tools for influencer marketing yourself that you think our readers should know about, let me know in the comments below…</p> tag:www.econsultancy.com,2008:BlogPost/67627 2016-03-11T14:31:28+00:00 2016-03-11T14:31:28+00:00 Is Amazon's Style Code Live this generation's answer to the TV shopping channel? Patricio Robles <p>As <a href="http://variety.com/2016/digital/news/amazon-live-show-style-code-live-fashion-beauty-1201724815/">reported by</a> Variety, Amazon has recruited MTV host Lyndsey Rodrigues, ABC news correspondent Rachel Smith and reality TV star Frankie Grande to host the program, which delivers product recommendations alongside fashion and beauty tips <a href="http://amazon.com/stylecodelive">every weekday at 9pm EST</a>.</p> <p>Terence Noonan, <em>Style Code Live</em>'s executive producer, told Variety...</p> <blockquote> <p>Style Code Live gives viewers a first-of-its-kind daily style and entertainment experience. We’re live, interactive, and covering the latest trends in fashion and beauty each weeknight - with guest experts, celebrities, and viewer tips.</p> </blockquote> <p>Programming incorporates a good deal of participation from influencers, including traditional celebrities and new media stars.</p> <p>The show's first guest, for example, was Danielle Bernstein of prominent fashion blog WeWoreWhat. The second episode, which airs today, will feature popular American singer Meghan Trainor.</p> <p>Much like TV shopping channels, viewers will have the opportunity to interact with and ask questions of guests.</p> <p>As products are featured in the show's content, a gallery below the video player will display information about them. Viewers, of course, can purchase the featured products immediately through Amazon.</p> <p><img src="https://assets.econsultancy.com/images/0007/2790/stylecode2.jpg" alt="" width="932" height="159"></p> <h3>Competing with content</h3> <p>While Amazon isn't likely seeking to become the next-gen QVC or HSN, the company has obviously invested in <em>Style Code Live</em>'s production and is currently promoting the show through prominent ad units on its site.</p> <p><img src="https://assets.econsultancy.com/images/0007/2792/stylecode3.jpg" alt="" width="311" height="264"> </p> <p>And adding a heftier dose of content to commerce might not be such a bad idea for Amazon. In the fashion and beauty space in particular, content is increasingly integral to commerce.</p> <p>Social platforms like <a href="https://econsultancy.com/blog/67306-is-pinterest-or-instagram-better-for-driving-ecommerce">Pinterest and Instagram</a> are capable of driving sales, and many brands are spending heavily to promote their wares in these channels, including <a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands">through influencer marketing</a>.</p> <p>At the same time, a new generation of young consumers have used YouTube to become fashion and beauty influencers, and millions of their peers turn to them for advice and product recommendations.</p> <p>Some of the biggest influencers in this space, <a href="https://econsultancy.com/blog/66238-note-to-brands-social-media-stars-are-probably-not-the-new-celebrity-endorsers">like Michelle Phan</a>, have been able to parlay their YouTube stardom into multi-million dollar retail businesses of their own.</p> <p>For Amazon, such dynamics create risk. After all, if the strong social and content marketing efforts of other retailers and fashion and beauty brands themselves are successful, Amazon could find that young consumers purchase fewer products in these categories on its site, as many of those efforts will direct consumers to other sites for purchase.</p> <p>But there's also opportunity for Amazon. With its deep pockets, Amazon has the ability to play the content game at a professional level and make a splash quickly.</p> <p>If <em>Style Code Live</em> or programming like it<em> </em>catches on, the retail giant just might be able to ensure that young consumers don't overlook it, even if it can't count on them becoming a captive audience like the QVCs or HSNs of the world have in their markets.<em><br></em></p> tag:www.econsultancy.com,2008:BlogPost/67633 2016-03-09T16:55:00+00:00 2016-03-09T16:55:00+00:00 The social strategy behind Kim Kardashian’s #InternationalWomensDay nude tweets Bola Awoniyi <p>While it is easy to say “that’s fine for Kim, she is a megastar” there are significant lessons that can be learned from a deeper look at Kim K’s marketing campaign series of tweets.</p> <p><em>NB: The links to Kim K’s tweets are probably NSFW. But if you get caught, it’s research right?</em></p> <p>And for further examples of campaigns related to International Women’s Day, check out these posts:</p> <ul> <li><a href="https://econsultancy.com/blog/67626-17-marketing-campaigns-with-a-positive-message-for-women/">17 marketing campaigns with a positive message for women</a></li> <li><a href="https://econsultancy.com/blog/67530-five-social-media-campaigns-celebrating-women-across-the-globe/">Five social media campaigns celebrating women across the globe</a></li> <li><a href="https://econsultancy.com/blog/67393-how-women-s-aid-used-digital-ooh-ads-to-make-327m-people-stop-look/">How Women’s Aid used digital OOH ads to make 327m people stop &amp; look</a></li> </ul> <h3><strong>Step 1: The Nude (Alt title: Get people into the sales funnel)</strong></h3> <p>At 8:11am GMT on 7th March (the day before International Women’s Day), but just after midnight in LA where Kim K was based, the star <a href="https://twitter.com/KimKardashian/status/706754164047667200">tweeted a nude image</a> with the Twitter friendly caption: “When you're like I have nothing to wear LOL”.</p> <p>What ensued was predictable internet pandemonium. Media outlets of the viral variety covered the picture and the reactions that ensued.</p> <p>Shortly afterwards, the thinkpieces on whether this is socially problematic or not began to emerge.</p> <p>Given that social media platforms are the primary holders of our attention in 2016, Twitter and Facebook obliged and also did their part; Twitter provided <a href="https://econsultancy.com/blog/67027-five-reasons-twitter-moments-is-a-good-move/">a Twitter Moment</a> (one of at least three on the star over the 48 period) and Facebook declared her a trending topic, which she still is as of writing.</p> <p><img src="https://assets.econsultancy.com/images/0007/2815/u3Jmsza.png" alt="" width="268" height="502"></p> <p>Facebook’s involvement is particularly important.</p> <p>Given that most digital publishers get the majority of traffic from Facebook, they are incentivised to follow Facebook’s trends, thus more content, more reading, more discussion and the feedback loop rolls on and on.</p> <p>The fact that her tweet was retweeted over 110,000 times misses the point.</p> <p>All of the <a href="https://econsultancy.com/blog/65560-what-s-the-difference-between-paid-owned-and-earned-media/">earned media</a> surrounding her effectively filled up her funnel on the eve of #IWD2016 with aware, captivated observers intrigued to see what happens next. </p> <h3><strong>Step 2: To all my haters (Alt title: From Awareness to consideration)</strong></h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Reading my comments like....LOL <a href="https://t.co/hQ4fVu9Aq6">pic.twitter.com/hQ4fVu9Aq6</a></p> — Kim Kardashian West (@KimKardashian) <a href="https://twitter.com/KimKardashian/status/706994100390666240">March 8, 2016</a> </blockquote> <p>16 hours after the initial tweet (Still the eve of #IWD2016), Kim tweeted the above, followed by a series of tweets addressing those that criticised her, including this stinger to Piers Morgan (if you know the back story, then you know).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">hey <a href="https://twitter.com/piersmorgan">@piersmorgan</a> never offer to buy a married woman clothes. thats on some ashley madison type shit <a href="https://twitter.com/hashtag/forresearch?src=hash">#forresearch</a></p> — Kim Kardashian West (@KimKardashian) <a href="https://twitter.com/KimKardashian/status/707079233810472960">March 8, 2016</a> </blockquote> <p>And Bette Midler, who also called her out for her picture.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">hey <a href="https://twitter.com/BetteMidler">@BetteMidler</a> I really didn't want to bring up how you sent me a gift awhile back trying to be a fake friend then come at me <a href="https://twitter.com/hashtag/dejavu?src=hash">#dejavu</a></p> — Kim Kardashian West (@KimKardashian) <a href="https://twitter.com/KimKardashian/status/707081206173532161">March 8, 2016</a> </blockquote> <p>Which was followed by more internet culture material and finally <a href="https://twitter.com/KimKardashian/status/707089027657150470">another nude picture</a> with the caption “#Liberated”.</p> <p>The resultant effect? The same as before, but now the conversation on whether Kim is liberated and liberating other women has ‘conveniently’ gone well into #IWD2016.</p> <h3><strong>Step 3: Flipping the script (Alt title: Conversion)</strong></h3> <p>Already dominating many timelines and newsfeeds on the afternoon of #IWD2016, Kim posted <a href="https://twitter.com/KimKardashian/status/707343955076190209">this tweet</a>, which linked to an open letter, which so happens to be behind a paywall for premium Kardashian content, which you can access free for seven days.</p> <p>But because the internet is the internet, if you don’t want to give The Kardashian-Jenner clan your details, screenshots are <a href="https://twitter.com/TheAffinityMag/status/707360542189420544/photo/1">readily available via Twitter</a> (NSFW).</p> <p>The overriding message? “I’m empowered by body and sexuality regardless of my past and flaws. If I am cool with it, you should be too. #HappyInternationalWomrnsDay”.</p> <p>And just like that, the open letter framed her positively, challenged people's perceptions and took full advantage of the day being celebrated.</p> <h3><strong>Step 4: Guess who is on Snapchat… (Alt title: Buy/Loyalty/Another Touchpoint to consume Kim)</strong></h3> <p>With such positive sentiment, is there a better time to let the world know that you are the hottest social platform of the moment? </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Snapchat <a href="https://t.co/ofJMSNFqmm">pic.twitter.com/ofJMSNFqmm</a></p> — Kim Kardashian West (@KimKardashian) <a href="https://twitter.com/KimKardashian/status/707457743263821824">March 9, 2016</a> </blockquote> <p>Now to be clear, if Kim didn’t do this and simply posted the above tweet, it probably would have become news in some circles.</p> <p>But the groundwork laid by her tweets and open letter created a much better environment for her to release such a newsworthy event.</p> <p>Given that a Kardashian's overall metric for success is attention, it’s clear that for her this was a success, even if only a handful of people signed-up for a free trial to her platform. </p> <p>No doubt, most brands and celebrities don’t have the means or desire to pull off such a campaign. However, there are some things that every marketer can take going forward:</p> <p><strong>1. Forward plan activities around social trends, especially when they are relevant with brand</strong></p> <p>Whatever your corner of the internet looks like, you can be sure there are at least a handful of trends or #INSERTOCCASIONDay that really resonate with your audience and align with your brand's identity.</p> <p>It only makes sense to milk these occasions for all they are worth.</p> <p>They will be one of the few times where your brand can contribute to the conversation authentically and earnestly.</p> <p>Given that the topic matter should be relatively comfortable to discuss for your brand and audience, you should feel more inclined to take creative license and attempt something a little risky. Not Kim K risky… but risky.</p> <p><strong>2. Create the conversation, rather than just joining in</strong></p> <p>By all means, I am not saying post nude pictures on the internet. Unless it makes sense for your brand of course. </p> <p>On #IWD2016, all sorts of organisations and people created content that was shared and experienced by many. How many did YOU share? How many do you even remember?</p> <p>The key to this point is <a href="https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/">creating an experience that stands out</a>, such that your biggest fans will be willing to engage with it. </p> <p>Whether this is a physical event, or a digital experience, give consumers an experience they will struggle to forget.</p> <p><strong>3. Leverage the social web for what it’s worth</strong></p> <p>It is easy to simply read this as “attempt to go viral”. However the aim should be to implement a solid social strategy - virality is then just a happy (albeit unlikely) by-product of your social activity.</p> <p>In many cases, people, events and brands trend after the fact.</p> <p>By understanding the way the social web works Kim was able to control the conversation and create the largest addressable market possible for whatever she was selling.</p> <p>Whether the payoff was her premium subscription product, the perception-altering letter or her new Snapchat account, the previous 48 hour's activities made sure that if you were a potential buyer of any of these, chances are you are going to know.</p> <p>Understanding how to truly take advantage of social requires time, experience, nuance, creativity and the freedom to fail in disastrous fashion.</p> <p>But if social media is going to live up to its potential and replace TV for brand advertising budgets, marketers will need to figure out that the way to command users' attention is as much art as it is science.</p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://t.co/1m0QPpLeIV">pic.twitter.com/1m0QPpLeIV</a></p> — Kim Kardashian West (@KimKardashian) <a href="https://twitter.com/KimKardashian/status/707080520937570304">March 8, 2016</a> </blockquote> tag:www.econsultancy.com,2008:BlogPost/67621 2016-03-08T15:21:02+00:00 2016-03-08T15:21:02+00:00 Is Twitter getting too noisy for high-profile users? Patricio Robles <p>When asked about his declining activity levels, Curry gave Barr a straightforward explanation...</p> <blockquote> <p>...we started having conversations about it and I asked why it was and his response was "it’s just too much of a hassle, it’s too much noise, there’s too much friction to make it worthwhile to spend time doing this."</p> </blockquote> <p>So Barr, who previously worked at Nike, teamed up with Curry and a former Nike colleague, Jason Mayden, to launch Slyce, a new social platform that the trio hopes will provide high-profile figures like Curry with a better way to interact with fans. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Join me on <a href="https://twitter.com/hashtag/Slyce?src=hash">#Slyce</a> for a live Q&amp;A on What a day....... <a href="https://twitter.com/hashtag/TeamSlyce?src=hash">#TeamSlyce</a> <a href="https://t.co/SdLj8yStza">https://t.co/SdLj8yStza</a> <a href="https://t.co/Y6jqC9dTc7">pic.twitter.com/Y6jqC9dTc7</a></p> — Stephen Curry (@StephenCurry30) <a href="https://twitter.com/StephenCurry30/status/706718278802997250">March 7, 2016</a> </blockquote> <p>Last month, Curry used his Twitter account, which has over 4.5m followers, to promote a live Q&amp;A session held on Slyce, and the startup has recruited a handful of other athletes to use the service.</p> <p><a href="http://ftw.usatoday.com/2016/03/steph-curry-slyce-davidson">According to</a> Curry, "It’s just kind of having control of your own voice." His co-founder, Barr, elaborated...</p> <blockquote> <p>(Traditional) communication channels have become extremely one sided. And then you have a guy like Steph who has millions of followers the only way he can really interact with them is posting a picture and then walking away from the platform.</p> </blockquote> <p>Slyce aims to faciliate better, more meaningful interactions with fans.</p> <p>When Curry held his Q&amp;A session, the company sorted through the questions and selected those that were of the highest quality.</p> <p>Slyce says that selection process is 90% manual today but it hopes to be able to add greater automation as it gathers more data it can analyze.</p> <h3>A new trend?</h3> <p>It's no surprise that athletes like Curry are investing in social media. And there's plenty of reason to believe that some of the investments they're making could pay off.</p> <p>For example, celebrity-backed Shots, which counts singer Justin Bieber and boxer Floyd Mayweather as investors and early-adopters, was at one point <a href="http://www.cnbc.com/2014/11/25/twitter-in-talks-with-bieber-backed-app-shots-source.html">reported</a> to be in acquisition talks with Twitter.</p> <p><strong>But Slyce isn't just a new social media app. </strong>It's a different kind of social platform that aims to facilitate a different kind of dialog between high-profile users like Curry and their followers.</p> <p>Can such a platform find success? While celebrity participation will almost certainly drive some level of adoption, it's still doubtful that celebrities will be able to direct enough of the online conversation to platforms they control that they can ignore platforms like Twitter, Facebook <a href="http://www.bloomberg.com/features/2016-how-snapchat-built-a-business/">and Snapchat</a>.</p> <p>Indeed, the fact that Curry used Twitter to promote his Slyce Q&amp;A highlights just how valuable his Twitter following is.</p> <p>But if Curry doesn't stay active enough on Twitter or he uses his Twitter account primarily as a vehicle to direct followers to other platforms, the value of that following could decrease.</p> <p>For this reason, it's important that high-profile users ensure they're using all of the solutions at their disposal, such as <a href="https://econsultancy.com/blog/64864-16-essential-social-media-management-tools-we-love">social media monitoring tools</a>, which can help them separate the wheat from the chaff on platforms like Twitter.</p> <p>Fortunately, recognizing just how important high-profile users are to their audiences, the platforms themselves are also looking for ways to better connect celebrities and fans.</p> <p>For instance, <a href="https://www.facebook.com/about/mentions/">Facebook Mentions</a> aims to provide "a better way for actors, athletes, journalists and other public figures to stay in touch with their followers and the people and topics they care about."</p> <p>While there's no reason to believe that there isn't room for new platforms like Slyce, celebrities will still need to actively participate on the largest platforms if they want to be a part of the conversation.</p>