One Big Broadcast Blogs - Autospeak-Straight Talk

View All Blog Posts

Bookmark and Share

What is Influence Marketing To You?

Tags:
(Posted on Aug 23, 2014 at 05:46AM by William Cosgrove)
I was out for an afternoon walk recently and was walking along the edge of a wooded area when a maturing fawn with its fading white spots ran up to within 20 feet of where I was standing.  I was so influenced by its natural beauty and the wonder I have for all things wild that I could not move and somehow felt connected to that young deer and could not wait to share my experience.
 
The influence this young deer had on me is just one of the many ways we have been being influenced and influencing for millennium. The internet being a fairly recent addition offers a host of new opportunities to influence others.
 
Through an active online presence of blogging, commenting, participating in forums and on social networks or through word of mouth we all are in a way looking to influence and find influencers. Those that are actively involved in particular areas may be researching, simply voicing opinions or trying to draw attention to a product or service albeit from a positive or negative aspect.

Using influencers to increase market awareness among target markets is a method that can increase your visibility and culminate in getting known in circles that can have a huge impact on one’s success.

All of us who are actively involved in social networking whether it is online, offline or a combination of both are all looking to influence others to further ourselves and or our business in some way.



Getting noticed by these influencers whether it be a decision maker in a company with whom you would like to do business, one who is well connected with key people in your industry or a current or potential customer can often act as an accelerator for business.

According to Wikipedia, Influencer Marketing, as increasingly practiced in a commercial context, comprises four main activities:

Identifying influencers and ranking them in order of importance.

Marketing to influencers to increase your awareness within the influencer community

Marketing through influencers, marketing with influencers and turning influencers into advocates of the firm.

Influencer marketing is enhanced by a continual evaluation activity that sits alongside these four main activities.


 In many circles it has become increasingly accepted that companies should be identifying and engaging with influencers. Exactly what is included in Influencer Marketing depends on the context (B2C or B2B) and the medium being utilized.

Marketing experts Keller and Berry note that “Business is working harder and paying more to pursue people who are trying to watch and listen less to its messages." Targeting influencers is seen as a means of amplifying marketing messages, in order to counteract the growing tendency of prospective customers to ignore marketing.

Onsite social communities are an extremely effective and low cost method in which to engage with and gain valuable knowledge from influencers both in B2C and B2C.
 
It is making more and more sense to have an onsite community. According to recent data form  33Across, in a recent article at MediaPost “Dark Social” or private social represents 71% of all social sharing. Enlisting employees, current and potential customers can be very effective in getting your message out and to reach this private social community.

Onsite social communities act as ground zero to allow businesses not only to connect, follow and be followed by existing and potential customers but also to engage with their employee base. This is a centralized non-intrusive way in which to communicate with, retain and turn your existing customers and employees into marketing influencers and brand ambassadors.

It is said that one in every 10 Americans is what they call an "influential." These people have a tremendous impact on the rest of society because their ideas and opinions are sought out by the colleagues, friends, family, and community members around them. The conversations they hold and the examples they set have the power to shape behaviors and attitudes across your digital marketing and social media channels.

Based on this statistic, how many untapped influential customers or employees might already be in your database or working within your organization? And with a one in ten chance of finding an influencer and making them an advocate for your business through an onsite community it is an economical avenue worth pursuing that can provide substantial long term rewards and help you adapt to trends in social networking.

William Cosgrove