What is Social?
Social – Social influence for the email on file and social media profiles attached to it.
A relatively new form of marketing that utilizes the social influence of certain individuals (celebrities, bloggers, thought leaders, etc.), to impact consumer behavior.
According to Wikipedia, influencer marketing is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market.
Influencers are the individuals who make it all possible. They are typically social media and blogging mavens with a massive and loyal following, who hold power to affect consumer decisions to a high degree. Influencers can be found on every social platform, in every niche imaginable, from Ricky Dillon with his quirky YouTube videos to L.A. star on the rise, Amanda Oleander to luxury travel marketing strategists like Ann Tran.
- 92% of people turn to those they know for recommendations, over other sources (Neilson)
- WOMM (word of mouth marketing) generates twice as many sales as paid advertising, a reported 37% higher retention rate with these customers (McKinsey)
- ROI is $6.50 for every $1 invested on social influencer marketing (Tomoson)
The Role of Social Influencers
Social influencers are the key to a successful marketing campaign and increasing brand exposure as well as sales. Influencers take several routes to collaborate with brands on influencer campaigns. Some of the possibilities include:
- Twitter parties with one to hundreds of influencers
- Blog articles on your behalf
- Product reviews
- Share your company’s brand, products, or launches on their platforms
- YouTube product or ad videos
- In-person coverage of a launch party or opening, with social media coverage
- Any combination of the above
Social influencers have built their livelihood by writing, V-logging, blogging, and pinning, day in and day out. Certain influencers gain large followings due to their unique voice and quirkiness, others for their authority. A good way to look at it is that an influencer is their own personal brand, and they are professional marketers who have built an exceptionally massive following, most often due to a willingness to be authentic, bold, different, and determined. Many influencers began their YouTube channel or blog as a personal project that grew into envy-worthy social influence quality content over time, while others set out to become social influencers and targeted their content as such. The initial intention matters little, what is important for brands is the influencer’s ability to wield gold out of social media content.
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