Do you pay attention to who is sharing, replying to and engaging with your tweets the most? Or the people you’re connected to within your industry, who have huge followings that hang on their every word?
Twitter can be a great tool for influencer marketing – building relationships with influential, targeted individuals or brands. Here are five reasons why you should consider seeking out and connecting with your own Twitter heavy-hitters:
1. Increase your reach
If you build strong relationships with influencers on Twitter, they might become fans of your brand and start spreading the word.
Imagine sending a tweet that is not only seen by your 1,500 followers, but by the 150,000 followers that a Twitter influencer within your industry has.
Each time an influencer retweets you or engages with your tweet, you increase your reach and exposure. And by developing real relationships with these influencers, you can ask them to write product reviews, send sponsored tweets or more to augment your marketing efforts.
2. Know your audience
Connecting to the right influencers can actually provide you with some great audience insights.
Beginning by identifying influencers within your industry, you can explore who they are connected to to get an idea of what your target audience is like on Twitter. Check out who they follow, who follows them, and – possibly most importantly – the lists they are part of and have created. These will all offer up a different slice of your potential target audience, which you can examine one-on-one or in the aggregate using analytics tools.
3. Earn trust
By aligning yourself with trusted influencers, your brand will be perceived as more trustworthy itself. Typically, consumers trust word-of-mouth recommendations more than they trust messages sent directly from brands – so if you are connected to influencers who share your message, consumers may trust your brand more.
Of course, this strategy relies on a number of caveats. First, you must be connected to the right influencer: someone who is trustworthy and whose values align with both your brand values and the values of your target audience. And second, the influencer must genuinely want to share your brand’s message, because they feel it will add value to their followers’ lives. Otherwise, the endorsement will be hollow and may backfire.
4. Inform your content
Simply identifying influencers in your niche or industry can help you brainstorm content for your own marketing efforts.
Take a look at what they’re sharing and writing about. What’s trending? What’s controversial? What’s new? Influencers are often the first to share news or opinions within an industry, so following their example could be a fruitful strategy. Just be sure to use their content as inspiration – not as a carbon copy!
5. Meet new connections
By reaching out to influencers, you can find new connections, leads and potential partnerships. Many influencers will be happy to introduce two people or businesses within their network that they feel could be mutually beneficial to one another. By becoming part of an influencer’s network, you may be able to find new and interesting connections.
(Influence image via Shutterstock)
Article courtesy of SocialTimes Feed
Synthesio analyzed E3-related conversation on social networks, blogs and forums since the event began Tuesday, and its findings included:
And the 10 most-discussed games on day one of E3 were:
Synthesio vice president of global marketing Leah Pope said in a release announcing the results:
Some of our large customers are at the top of the video game market, so the industry is one that we are very familiar with. It is also one that is ideal for tracking social intelligence since it has some of the most vocal fans. This is why it is no surprise that throughout E3, there were more than 3.7 million mentions and conversations occurring online. It is interesting to see what these conversations were discussing, and overall, it seems that video game systems (with 20 percent, second only to the 58.7 percent of conversations surrounding the show itself) ruled the show. Specifically, Xbox drove the most buzz with 74 percent of all online mentions about video game systems.
When it came to the games, it was very clear that the discussions surrounding E3 were largely about the latest sequels to fans’ favorite games, as well as remade old games that look even better now on the new generation of consoles. This is why the top 10 video games being discussed were either sequels, like Fallout 4, or repackaged originals, like Doom and Star Fox.
Readers: Were you responsible for any of the more than 3.7 million E3-related mentions?
Article courtesy of SocialTimes Feed
Display and search have been two of the biggest drivers of advertising spend for years, but still advertisers are struggling to achieve their business goals through them.
Brands can only advertise across websites that conform to standardized ad formats. Display advertising, a commodity media, is increasingly challenged by the lack of true user identity made available to marketers. Plus, digital display ad fraud has exploded over the past several years.
In a December 2014 study, “The Bot Baseline: Fraud in Digital Advertising,” the Association of National Advertisers and White Ops determined that fraud will cost digital advertisers worldwide $6.3 billion this year. Moreover, DoubleVerify estimated fraud could be claiming as much as $1 million a day for its clients alone, according to its Q1 2015 “DV Fraud Protection” whitepaper.
Issues with cookie-based information, bots, fraud, viewability and cross-device attribution have been the hot topics in the industry for years and creating big challenges for digital advertisers.
The technology behind pizza ordering (of all things) is becoming a modern miracle to the degree that it may have even saved lives in the recent case where a woman in a hostage situation was able to request 911 help as a special order alongside her large pepperoni and garlic bread.
Brands are now using these new tech-enabled ordering strategies to deliver not only tasty pies, but core brand messages to boot. For the pizza delivery businesses in particular, convenience has always been a core brand attribute (as exemplified by the possibly apocryphal story of a delivery person who brought an order not only to a house, but directly to the specific room inside where the hard partying customer lay waiting).
For Domino’s, this emphasis on convenience is perhaps especially true to the company’s essence, with its legacy as the “30 minutes or it’s free” delivery brand. The company has now leveraged state of the art Twitter to enable ordering by emoji, where followers who set up accounts including their Twitter handle, location and payment details – as well as their favorite order – can simply tweet the pizza emoji to Domino’s and receive their order conformation and delivery soon after.
It’s a clever in-your-face move, but it is clearly geared at a specific target of tech-savvy, impatiently hungry Domino’s lovers. While this may gain loyalty among that subset, it’s unlikely to move the dial on a larger scale.
With that said, Domino’s has consistently pushed into new and innovative spaces, starting with its brutally honest campaign of a few years ago which asked customers to share pictures of their pizzas on social media. This kind of transparency about the customer experience – and what their food really looked like – was unique to the industry. (Shortly after that the chain introduced a pizza tracker that addressed customers’ impatience while waiting for their pies to arrive.)
Expedited online ordering like Domino’s now offers via emoji does face an uphill battle towards widespread use, but it will likely become more common. There are barriers around customer trust – both in terms of the brand (e.g. Can I trust your company with my payment info? What safeguards do you have to prevent accidental/duplicate orders?) and with respect to the technology (e.g. How secure is my payment info? How is it being stored/protected?).
For a parallel technology adoption, I’d look to the adoption of app-based payments like Starbucks’ branded app. Consumers will continue to adopt these technologies, but there will be a learning and adoption curve.
Staying with Starbucks for a moment, the coffee chain is looking to launch its own delivery service, recognizing that further adoption of new technology around convenience is a competitive necessity. Starbucks is even testing out “green apron” delivery, where actual baristas deliver food and drinks to customers, extending their in-store experience to the customer’s location.
In contrast, long-standing QSR leaders like McDonald’s and Burger King have struggled to maintain their competitive leads for several reasons, and technology adoption is among them. However, a question Starbucks must be weighing is how transitioning into a delivery service will redefine their brand, when legacy success was found in offering a comfortable location (the “third place”), as much as for providing coffee. It’s important that Starbucks maintain the integrity of the brand current loyalists love, and having actual baristas in green aprons make the deliveries may just do the trick.
Embracing new technologies and meeting customers’ changing expectations of convenience and quick service has helped brands like Domino’s, Starbucks, and Taco Bell win loyalty and increase sales. As more companies test technological strategies designed to provide better service, they’d be smart to keep what’s best about their brands and create offers in line with their core brand messaging.
Lily Croll is Senior Social Strategist at Wire Stone, an independent digital marketing agency for global Fortune 1000 brands.
Article courtesy of SocialTimes Feed