A review of Peer Influence Analysis (an excerpt from Empowerment) for Schulich's Social Media Marketing and Management. How to use influencers to build your brand.
17. Class Discussion What recent campaigns have followed this principle? Do you agree or disagree with this theory? Has marketing become easier or more difficult with these practices? 14
Notes de l'éditeur
In a couple of months we’ll be out of here and working somewhere….. And where ever you end up in the future, knowing how to influence those around you will always be a critical skill. This article puts peer influence in context of marketing, although similar tactics will be required when learning how to influence organizations as a whole (for those of you not interested in marketing)
Identify the influencer; Deliver growndswell (aka social internet) customer service, empower the user with information, and amplify your brand champions.SIM – social influencer marketing
Why does this matter? Why can’t we just tap into their networks directly ourselves? B/c 1. who ppl trust and then 2. how do we tap into their network? Why is this presentation in a social media class? B/c ppl connect onlineInfluence = (Personal Brand * Trust * Expertise)
So here’s a curve we’ve all seen a thousand times. And we know that as marketers, we’re interested in this aspect of the curve. But layered on to this is another component. To spread our message across a population, it’s not enough to target the early adopters, we also want to target the opinion leaders IN THE EARLY ADOPTERS GROUPING.Influence = (Personal Brand * Trust * Expertise)
Enter the influencer 2.0 aka social influencer marketing (SIM)
We all know the 80/20 rule, but imagine if we only had to connect with 13% OR 6% to reach 80% of consumers?? Enter Mass Connectors and Mavens. Who are they? That will differ based on what it is you are marketing. But that’s why there are tools to use.Klout measures online twitter activity based on level, frequency, subject focus and content sharing/creating of activity
Ford found MCs and MMs as well as looking into where the buyers look for information online (i.e. online ratings, news sites, and friends). [identify] Most ppl who talk about cars are well informed, but don’t really own Fords. Ford gave out test drives to create customers and start a dialogue within these communities by these connectors and mavens. Gave them Fiestas to drive and created videos online for others to see (www.fiestmovement.com) and to start the convo. [groundswell and empower] 100,000 ppl came to the site and in one month 400 ppl signed up to buy a Fiesta. NEXT STEP: Fiesta lovers will sign up in different parts of the USA and channel the social activity by region. [amplify]
Virgin + Klout [used Klout to identify] offer “free round-trip airfare (Wi-Fi included) between Toronto and San Francisco (SFO) or Los Angeles (LAX) between June 23 and August 23. Those who received invitations for the offer — whether or not they decide to accept the flight that comes with it — were also invited to Virgin America’s Toronto Launch Event on June 29” [groundswell ->it’s done online] [empower they didn’t have to blog or tweet about this deal, just use it and have fun; it’s all up to them] [amplify--> no clue how this makes sense]One of the winners: Breanna Hughes, a dating blogger and Product Manager at Artez Interactive in Toronto. Hughes has nearly 3,000 followers and a Klout score of 42 on a scale of 100.
Essentially marketing has become all about customer service (some companies have even renamed some positions to CS instead of Dir. marketing)
![-Jeff Bernoff and Ted Schadler Peer Influence Analysis[The New Marketing World] Dana Tal Monday, February 28, 2011](https://image.slidesharecdn.com/peerinfluenceanalysis-110228105411-phpapp02/85/Peer-influence-analysis-1-320.jpg)
