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How to Pick the Right Brand Ambassador

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With the rise in popularity of social media, influencers and third party content, brands are clamoring to figure out a marketing strategy that intuitively incorporates these new marketing formats in order to obtain a competitive edge.  One of the most popular ways brands are aligning with influencers is through brand ambassadorships.

 

With so many influencers showcasing large followings and a steady stream of content, it can be confusing as to which influencer would best represent your brand. Here are four simple tips on how to pick the right influencer for your brand:

 

  1. Profile - A good brand ambassador is an influencer with a decent following who has been creating content for at least a few years. A decent following ranges from 5,000 to over a 1 million subscribers. The key thing you're seeking is an influencer with experience. You want to be sure this person is consistently posting content and that there are no large gaps of time between the posts. Influencers with good sized followings treat their platforms with a sense of professionalism which ensures they will treat your brand ambassadorship with the same respect and attention.
  2. Personality - When seeking a good brand ambassador, you will want to seek someone who fits the identity of your brand. For example, if your brand manufactures healthy skin care products, your best brand ambassadors will be women and men who are health conscious, have great skin and who speak about healthy alternatives when it comes to beauty, food and wellness. The key is to seek those who are already in alignment with your brand vision.
  3. Credibility - A good brand ambassador has the trust and validation of his/her audience because of the consistent and trustworthy content he/she has churned out over the years. Take the time to sift through some videos or blog posts and see how they handle product reviews and hauls. Are they honest about the products or do they blindly endorse any and everything they receive. A good influencer will not sell themselves to the highest bidder - they will only promote and highlight products they believe in, use and stand by. Their credibility translates into brand awareness, loyalty and recognition for the products they endorse on their channels.
  4. Professionalism - In order to foster a healthy and successful relationship with an influencer, it's highly important that he/she is professional. Being that this individual will be an extension of your brand to the public, its best to pick an influencer who converses with his/her followers in a professional manner. In addition, the influencer should be open to feedback from you in regards to campaigns and content so that both parties are happy with the arrangement. You can gather a lot about an influencer just by seeing how they conduct themselves via their social media channels. Do an audit of their Facebook, Twitter and Instagram platforms.

Signing up with a great brand ambassador can be the difference your company has been seeking. From increased consumer exposure to increased revenue, there are a myriad of benefits that come from working with an experienced influencer.

 

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How an Authentic Social Media Strategy Can Strengthen Brand Positioning

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In the seven-step brand-positioning process, step one on the list involves determining how your brand is currently positioning itself in the marketplace. And if a social media element isn’t part of that strategy, context will be lost in the mind of today’s ever-connected, techno-savvy consumer. In fact, implementing a solid social-media strategy is crucial to leveraging step number seven on the list: testing the efficacy of your brand-positioning statement. So if your brand’s statement of purpose falls flat on social media, it’s safe to say it won’t gain a foothold anywhere.

With that in mind, here’s some reasoning, as well as a few concrete examples, that prove how utilizing social media the right way can position your brand ahead of the pack.

 

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The earned media factor
Increasingly, earned media is overshadowing owned media and paid promotion as the more effective of this marketing-strategy trifecta. That’s because a new generation of consumers exists that places a premium on authenticity above all else. They trust people over brands, they look to peers for product recommendations, and they eschew celebrity endorsements. Brands who create a successful earned-media campaign in this endeavor will not only enjoy more conversions, they will effectively turn customers into brand advocates who spread positive word of mouth across their various social-media profiles. That’s brand positioning at its most artful.

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The influencers
Now that marketers are realizing the value inherent in generating positive word-of-mouth authentically, the question then becomes how best to accomplish this? Any earned-media campaign should utilize influencers. These are social-media personalities, regular folks, who can be enlisted to review a product or service on their medium of choice. But influencers come in two categories: those who charge for their reviews and those who request only product samples. And while it’s not an automatic deal-breaker to pay an influencer, doing so eliminates all earned-media credibility. Therefore, facilitating trust in the minds of consumers via various social-media platforms is the best way to achieve authenticity and earned-media.

 

The rise of Instagram
As a photo-sharing site, Instagram is tailor-made for any visually appealing product—especially those manufactured by beauty and fashion companies. Take this jaw-dropping statistic for example: of the 13 million social-media interactions that took place during the fall 2016 New York Fashion Week, 97% occurred on Instagram. This trend wasn’t lost on beauty powerhouse Chanel, who invited top Instagram influencers to their production facility in the South of France for a retreat that just happened to feature the company’s upcoming No. 5 L’Eau fragrance. And mass Instagramming ensued.

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Another point: there are newer businesses out there who aren’t merely saying that social-media is an important factor, but that Instagram itself is their most important touch point. Brands who can leverage the visual potential of their product and marry it with a successful Instagram strategy have the potential to draw millions of eyeballs to a single campaign.

 

The YouTube case studies: GoPro and Activision
GoPro could have been like many other consumer electronics manufacturers and relied on traditional “push” advertising to get the message out. But they had loftier goals, and achieving them meant harnessing the power of social media—YouTube to be precise. By creating a channel and allowing users to upload their own videos, they effectively turned their audience into branded content producers. This allowed them to rise above their status as a simple electronics product and become social-media powerhouse. The result is that GoPro is now synonymous with travel and adventure sports. Every indication is that it will be a while before a competing product supplants them in this realm.

This undated product image released by GoPro shows the GoPro digital camera mounted on a ski helmet, a hot item on ski slopes and other settings. Brian Stacey, director of new product development for Tauck, the cruise and tour company, likes the camera because it attaches “to pretty much anything _ your helmet, arm, leg, canoe” and can shoot images while you’re moving. (AP Photo/GoPro)

This undated product image released by GoPro shows the GoPro digital camera mounted on a ski helmet, a hot item on ski slopes and other settings. Brian Stacey, director of new product development for Tauck, the cruise and tour company, likes the camera because it attaches “to pretty much anything _ your helmet, arm, leg, canoe” and can shoot images while you’re moving. (AP Photo/GoPro)

But YouTube isn’t just for brands whose wheelhouse is the great outdoors. There is a major gaming market too. Activision is a video-game company probably most famous for its “Call of Duty” series, which is one of the most successful franchises in the history of console gaming. Not one to rest on their laurels, Activision took the then-risky move of focusing the brunt of their marketing on YouTube influencers. The strategy paid off, and their influencer videos were viewed almost 10 billion times, which is more than 20 times the views they received on the game’s own website. The result is that Activision positioned their brand front and center in the minds of gamers everywhere. And by utilizing honest reviews from respected YouTube personalities, the company achieved their monumental success the best way possible: authentically.

 

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So how will your brand position itself at the forefront of social-media influence? Will you go all in on YouTube and Instagram? Will you find your niche in newer platforms like SnapChat, the way
Burberry did to great success? Or maybe you’ll innovate beyond the rest and create a heretofore unheard of social strategy that boldly goes where no brand has gone before. The sky’s the limit.

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A Day in the Life of a YouTuber: Three Reasons Why YouTubers Want to Work With Your Brand

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Popular YouTubers field brand requests daily, but very few brands make the cut in this competitive influencer market. What can you do to seal a partnership with a YouTuber? Which products do they choose and which brands do they trust?

 

YouTubers value authenticity above all else. They want the brands they use to be a true reflection of their lifestyles. This authenticity benefits brands as well. When real people, in the real world, value your real brand then you have the potential to acquire a loyal customer base.

 

How do you approach a YouTuber and what do you emphasize about your product and plans?

 

1) You foster creative expression and value real experiences. Irfan Kahn, CEO of Blogmint, predicts an influencer marketing trend built around free expression. He writes on  iamwire:

 

Experiencing the product and sharing personal stories around this would drive influencer marketing in 2016. Businesses will give additional creative freedom to influencers so that they can create personalized content for their followers instead of bland product / service reviews.

 

Most YouTubers speak to their audience as they would a friend. Outsiders might not understand all the nuances within the private conversation, but should trust that the YouTuber is reaching out to their demographic in a way that the demographic understands and values. Essentially, brands that encourage the influencer to take creative liberties with the product are likely to make a positive connection with the influencer.

 

2) Your pitch is as authentic as your product. Know your YouTuber. Watch their channel. Understand how your product adds value to the YouTuber's channel and how it will add value to their demographic's lives. And be prepared to send some swag. Nikkie Phillippi, a beauty guru from Santa Clarita prefers to work with brands she already uses, likes and knows well. According to her video, and Hubspot, when an unknown brand seeks her approval "she requests that the brand send her a product to try and then makes a determination about working with the brand. She says she turns down about 90% of the brand integration deals that make it to her inbox."

 

You might send your product to multiple YouTubers without positive results. You also might find yourself wading through a sea of potential YouTubers who would benefit from your product or brand. This is where influencer marketing platforms become important. Influencer marketplaces aren't manipulative or pushy. Placing your product or brand out there for influencers to freely choose and connect with makes for an authentic relationship going forward.

 

 

3) Your brand integrates with the channel's vision, now and in the long-term.  Tyler Oakley, a YouTube personality with eight million subscribers and a strong multi-channel presence, chose a long-term partnership with Audible, where he integrates the service into his popular videos. The keyword here is long-term. Oakley explained during an interview with PBS's Frontline, that he and most members of the YouTube community spend years building their respective channels.

 

Each YouTuber earns their followers by maintaining a consistent philosophy and personality that has evolved organically alongside their channel's growth. Their followers are loyal and YouTubers are trusted. Over and over, in interview after interview, YouTubers explain that they must maintain their sincerity. Sincerity is what made them popular. They aren't fly by night and don't expect their brands to be either. As a brand, be prepared to become an organic part of the YouTuber's channel.

 

If nothing else, remember that YouTube is all about authenticity. Inauthentic product placement “could take away the one thing that makes YouTube stars so appealing,” Jeetendr Sehdev, celebrity brand strategist says. He sums it up like this:

 

If YouTube stars are swallowed by Hollywood, they are in danger of becoming less authentic versions of themselves, and teenagers will be able to pick up on that.

 

YouTubers like Oakley and Phillippi are acutely aware of their audience's predilections and most YouTubers prefer to work with brands that understand and respect their audiences and the channels they have created.

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Why Influencer Marketing Succeeds at Driving Traffic

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Everyone wants in. 59% of marketers are throwing money at it, even more plan on throwing money at it, and 60% of all fashion brands are already utilizing it. So what is this new tactic that an overwhelmingly large segment of businesses are fixated on? It’s influencer marketing, and its success turns on the ability of social-media personalities to reach a target audience. Its appeal can be summed up in one attractive acronym: ROI. The facts on the ground say that brands that invest in an influencer-marketing strategy see an average $6.85 return on investment for every dollar spent. And as long as social media remains the dominant form of modern communication, the potential for grand returns will always be there.

 

But what makes it possible? Where, exactly, does influencer marketing derive its power, and what drives its success? The answers to these and many more questions are outlined below.

 

It’s authentic

 

First and foremost, influencer marketing works because it’s authentic. According to other statistics, modern teens trust YouTube personalities more than celebrities. This is part of a larger generational trend that sees a great majority of people (92%) trusting word-of-mouth advertising over traditional “push” marketing. It’s this pushiness that has turned off a modern consumer base with its own voice. They no longer want to be “talked at” by brands—they want to have a conversation with peers in the form of product reviews, social-media shares, and “likes.”

 

And that’s what the typical person sees when they follow an influencer on social media—a peer, a regular person who, like them, wants practical info and an honest recommendation. Businesses who adhere to an earned-media influencer strategy can leverage this authenticity to greater returns.

 

Its social

 

To buttress the introductory statement that social-media is today’s dominant form of communication, you only have to look at the numbers. Over two billion people from around the world are active social-media users. Facebook alone has 1.44 billion visitors, and YouTube runs a close second with a billion. And with nearly two billion of the global populous accessing social-media from their mobile devices, influencers have a direct conduit to a target audience any time of day or night via two major touch points. As far as reach is concerned, print advertising and commercials simply can’t compete.

 

It delivers the information an audience is already looking for

 

This notion has been wrapped up in a new marketing term called “Me2B” consumerism. The gist is that today the customer reaches out to the business—or in this case the influencer on their social-media channel. It’s why traditional advertising has little use in today’s world. Sure, display ads have managed to keep up (and will likely be a part of any brand’s strategy for the foreseeable future), but the statistics aren’t encouraging. Click-through rates across all platforms are an anemic 0.06%. Ad blocking grew by 41% over 2015, and that number will only continue to rise. The problem is that it’s a B2C tactic in a Me2B world. Influencer marketing is the strategy of today.

 

It blurs the line between advertising and content

 

Another reason influencer marketing drives traffic is because oftentimes folks don’t even know they’re looking at sponsored or branded content. Even with disclosure hashtags, such as #ad and #sponsored, it’s still possible to craft an influencer campaign that creates an authentic viewing experience. And businesses don’t need to focus merely on individuals. A successful example of this is when Friskies partnered with digital publisher Buzzfeed to create their “Deer Kitten,” campaign. Many found the video entertaining, but, more than that, most folks didn’t even know they were viewing what is essentially a commercial until halfway through. It proves that successful brand positioning can be a product of stealth.

 

It turns individuals into brand ambassadors

 

Even before the digital revolution, positive word-of-mouth was the ideal endgame for marketers. Indeed, according to McKinsey, word-of-mouth is responsible for twice the sales of paid advertising. And those folks who listen to recommendations by their favorite online influencers not only convert to customers, but if the product quality is as advertised they then carry the torch and tell their peers. This effectively exceeds positive word mouth, and turns the customer into a loyal brand advocate.

 

It’s time for businesses to stop doing all the heavy lifting themselves. By partnering with an influencer it’s possible to reach an individual target directly, eliminating the need for market segmentation and other superfluous noise. And if brands can deliver on their promises, they have the potential to convert millions of viewers in a single campaign.

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Consumer Product Companies – Here are 4 Influencer Marketing Stats to Help Prioritize Your Efforts

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Influencer marketing works. That much is clear, given countless examples around the web pointing toward the fact that earned media outperforms its paid alternative. And yet, because of the lack of control they perceive to have over influencers, many marketers still shy away from the concept as an effective marketing strategy. If you have been hesitant to prioritize it in the past, here are 4 influencer marketing stats to convince you of its success.


Influencer Marketing, Defined.

First, let's clarify a few things. Influencer marketing is a broad concept, so you may be using a different working definition than your peers. To ensure we're on the same page, here is how we define the concept:

Influencer marketing means priming a target audience to speak enthusiastically about a product or service.

The idea is simple. Because they are perceived to have little incentive to be dishonest, your target audience's word carries more weight and credibility among their peers than your promoted message ever could. Everyone knows you are just trying to sell a product. But if your audience starts raving about it, other members of the same audience group will be much more likely to believe its merits.

And that's not just common sense. Consider these 5 stats that prove the same point:


1) Word of Mouth Brings Customers

As mentioned above, the basic concept behind influencer marketing is the idea that customers, not brands, spread organic ("earned") promotional messages. And this basic concept is also the reason for its success; according to a McKinsey study, word of mouth generates more than twice the sales of its promoted counterparts, and customer gained through word of mouth marketing have a 37% higher retention rate.

These statistics emphasize that brands should prioritize influencer marketing. Not only is it more successful than paid media in increasing your customer base, but it also attracts higher-quality customers that will ultimately drive your revenue more substantially.


2) Word of Mouth Adds Credibility

Make no mistake: the reason word of mouth plays such a significant role in attracting quality customers is because of added credibility compared to traditional advertising. In the digital age, most consumers have become wary of banner ads and other type of paid media; look no further than the recent ad blocking trend for evidence.

Word of mouth, however, remains immune from the increasing cynicism surrounding digital ads. 88% of customers trust online reviews by strangers as much as they would recommendations from friends. Meanwhile, 84% of consumers trust online reviewsmore than any other type of marketing initiative. Adding word of mouth strategies to your marketing means improving your credibility significantly.


3) Influencer Marketing Provides Impressive ROI

Because of the power of word of mouth, and the low expense of leveraging influencers, this marketing concept provides a higher return on investment than most (if not all) of its paid counterparts. One survey found that on average, businesses who engage in influencer marketing earn $6,50 for every marketing dollar spent.

The survey's findings may be surprising at first, but make perfect sense upon further analysis. 'Traditional' paid advertising means having to pay money each time a potential customer sees your ad. While influencer marketing does require some investment, marketers don't have to pay money to increase the reach. The result is lower spend for better results.


4) Your Competitors Do It

According to a May 2015 study, 84% of marketers said they would launch at least one influencer campaign within the next twelve months. The reason for the method's popularity is simple: the same study also found that 81% marketers who had already engaged in influencer marketing found it to be successful.

In other words, the success of influencer marketing has led to widespread use of the concept. Not engaging your audience to spread the word for you can mean being left behind by your competition.

All of these statistics come back to a simple truth: influencer marketing works. That's why it's both the fastest-growing and most effective digital channel available today. Is your company leveraging word of mouth from members of your target audience? If not, it may be time to start.

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How to Make Sense of the FTC’s Disclosure Requirements for Social-Media Promotion

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Since 2010, the FTC’s FAQs section of their Endorsement Guides has been gathering digital dust. Not anymore. In 2015, they updated their guidelines to stress the importance of full disclosure as it concerns digital marketing. It’s a hefty read—especially for all those marketers who didn’t know there were ethics rules in the first place. But don’t fret: here’s a useful mini-guide to help navigate the roadblocks the Federal Trade Commission has erected to keep us marketers on the straight and narrow.

 

 

 

The new requirements

 

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Even more pertinent (and frustrating) than the new regulations is that the FTC released them with all the fanfare of the parking authority when it changes the cleaning times on your street. That is to say, quietly. There was no national news conference or even a press release. They’ve placed the onus firmly on the marketers to sift through their Endorsement Guides. A little dubious, to be sure, but the solutions to many problems are fairly straightforward.  

 

Of tweets and hashtags

 

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The more creative advertisers out there thought they had some wriggle room as it regards Twitter. Because the text is limited to 140 characters, they reasoned, the social-media platform should be immune to disclosure rules. Not so, and the FTC is making that clear. They even have a primer on their website that offers approved disclosure options (for example, “#ad” only uses three characters). Their view is that people have learned how to condense big ideas into 140 characters—so it’s not impossible to condense a disclosure into fewer than 10.

 

Eschew the “likes”

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For a long time certain marketers engaged in unethical practices to rack up Facebook “likes.” This was for the simple reason the FTC never really cracked down. But not only are they now coming down hard on buying and soliciting “likes,” so is Facebook. In November the social media giant ended “like gates,” or the process of requesting “likes” in exchange for viewing content or participating in contests on FB. This is no great loss, since any marketer still hanging their hat on Facebook “likes” as a social media strategy probably thinks PPC advertising is the wave of the future. The “likes” just aren’t important anymore.

 

Muddy waters

 

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Not all of the FTCs rules are cut and dry. For example, if a local restaurant offers a dollar or two off a meal in exchange for folks posting Instagram photos of themselves enjoying a meal, the FTC won’t likely be kicking down any doors. Having said that, there is no clear line, so a local business might think they’re in the clear by offering a contest or discount reward, but then they receive that notice letter from the FTC. That’s why legal experts who are weighing in on the recent changes advise to err on the side of caution—which brings us to our next point.

 

To disclose or not to disclose

 

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The FTC seems to have a modicum of respect for the general public’s intelligence. For example, when Payton Manning hocks pizzas on TV, it is assumed the public understands he is cashing a paycheck. But the same doesn’t necessarily apply to online marketing. If a popular YouTuber has garnered millions of channel subscriptions showcasing various health and beauty products, they may think it’s assumed their audience knows they are receiving free products or even money. This is in error; full transparency is now required. And YouTubers in particular will want to take the next point to heart.

 

YouTubers need to disclose upfront

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Literally. The FTC recommends all video disclosures must appear at the top of the video, not in the description body. And if it is long-form content then it ideally needs to appear multiple times throughout the clip. That means YouTubers with a habit of livestreaming are under particularly intense scrutiny to be forthcoming about whom they’re working with.

 

Are bloggers immune?

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Yes and no. The FTC acknowledges that they aren’t monitoring bloggers specifically. But that doesn’t mean a blog is a haven safe from the ethics patrol. If a regular reader of a popular blog suspects backroom dealings are afoot between the blogger and a brand, they could contact the FTC, and the FTC will pounce.

 

In the end, brands everywhere should be eager to engage in full disclosure and show their audience that they are above board. This has nothing to do with altruism and everything to do with the dominant target demo of the moment: the Millennials. This is a generation that places a premium on honesty and authenticity. Marketers who want to reach these whippersnappers in an effort to build brand loyalty will meet them on their terms—they’ll come clean about the nature of the relationship of the influencers with whom they do business.

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Quick Tip: Let the Great Marketing Ideas Come to You

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How many brands can you name that rank among the most popular YouTube channels, podcasts or blogs? Oh, you can't? That's because there are none. Brands aren't in the business of entertaining and informing an audience; they make stuff. Let the content creators create the content.

 

As a marketer, you're likely to have a hard time getting into the mind of your target audience, unlike their favorite YouTubers, bloggers and podcasters who've already cracked that code, and manage to do it again and again, day in and day out.

 

It doesn't matter how you judge their content, whether it makes sense to you, or if you think you could come up with something "better." The fact is, their audience and engagement numbers prove they have the secret sauce.

 

Hiring more social media interns or a hip creative team might help... a little. But consider this from Paul Brown in Forbes, quoting Don Kingsborough:

 

You cannot hire enough people so that you have all the good ideas. That is a bad concept. I think the right concept is to figure out who has the best ideas and figure out what you do best. You concentrate on that, and if someone else has a good idea, buy it and make it successful.

 

The good news is,

 They're happy to do it! They are much more inclined to help hone a message their audience will enjoy than to insert an ill-fitting marketing message into their audience's experience.

 

 In the world of start ups, we know that doesn't work. We know that to find the best ideas, you've got to get out of the building and speak with people who are not on your team.

 

Internal teams are subject to creating and fostering illusions. I would even argue that, sometimes, individuals and teams become so invested in their illusions (aka: bad ideas), that they work to justify and protect them, rather than find new ones. According to Michael Siepmann, PhD., in his article on Entrepreneurial UX State of Mind,

 

Groups as well as individuals are subject to this illusion. Teams and organizations naturally develop commonalities in how members experience aspects of the world relevant to their work. We've both observed countless meetings in which teams discuss how users will interact with products – with an unspoken assumption that the only source of uncertainty is differences of opinion within the team. By ironing out differences of opinion without seeking information from outsiders, these discussions merely merge individual illusions into a collective, typically even stronger, illusion.

 

Don't allow your marketing messages to fall victim to your own invisible illusions. Bring in the creators who already know and understand your target audience to create messages that really resonate.

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Quick Tip: Market Your Influencers and They Will Market You

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Working with influencers can help your brand gain reach and credibility quickly. Influencer marketing is highly leveraged effort. According to Traackr, a mere 3% of users generate 90% of the impact. But these folks aren't just waiting around to wave their magic influencer wands. They need to feel the love from you, first.

 

Every online community has its select few individuals who put in the most effort and pull in the most attention. Some of those folks are going to promote your brand because it's their job to do so as mavens in the space. If your product or service is an interesting new addition to the world of coffee, for example, coffee bloggers would be remiss to ignore it. All they need is to know about it and you likely earn some valuable mentions.

 

Many other influencers aren't mavens, specifically, but they do enjoy a certain popularity far beyond the average audience member. They may not have a blog at all, but a loyal social following on one or more networks, or command high status as a commenter or forum contributor. For many influencers, their power derives from offline popularity, and their online presence is just a reflection of that.

 

 

By sharing their stuff with your audience, you're increasing their influencer value and expanding their reach-- exactly the result you're hoping to achieve for your own brand. You may start with some Twitter mentions and retweets, Facebook likes, Google +1's, reblogs or pins. Those kinds of activities earn followers and mentions in return. To develop the relationship further, you could quote and link to them from your blog, or actually interview them for a piece.

 

Think about profiling your most active community members, or offering your platform to them as guests and contributors. Give them a great reason to share your content, not because it's about you, but because it's about them.

 

There is nothing so flattering as simply to ask, "What are you working on? How can I help?"

 

Whatever their chosen medium, help promote the influencers whose audience you want to share. The old adage applies: Don't think about what you can get. Think about what you can give. They will return the favor with the kind of genuine engagement you just can't buy.

 

Do you have any specific influencer marketing hacks you've put to work? Please let us know in the comments.

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Quick Tip: Great Content is About Your Target Audience, Not Your Product

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When General Mills unleashed their #HowToDad campaign, they started with one brilliant insight: Dads can use some credit. Often, Dads are portrayed by advertisers as bumbling and ineffectual sidekicks. But to really connect with millions of men who decide what's for breakfast, a little ego stroke goes a long way.

 

I saw a shortened version of this commercial just recently, though General Mills first published it to YouTube in July. The response has been overwhelmingly positive. A survey of both the YouTube comments and the use of the #HowToDad hashtag on Twitter shows that consumers are enjoying it-- not a small feat for a big name brand.

 

 

While this campaign revolves around a traditional ad, it's reliance on the #HowToDad hashtag shows that it's not about cereal. It's about being a dad, and being awesome at it. The brand creates a strong personal connection to the target audience through the on-screen dad's spoken manifesto. He's talking straight to dads about how "kids think we're awesome; we get our hands messy; we tell hilarious jokes."

 

The especially fun acknowledgement to the nutritional judgment of dads everywhere: "Breakfast is for breakfast... but it's also for lunch, dinner, and midnight snacks."

 

Go for it you awesome dad who makes the rules: you just got the go- ahead to feed your kids cereal whenever you want to, because it's what you do. (Nevermind whether Peanut Butter Cheerios is a smart choice.) 1.6 million views and near-universal thumbs up approval on YouTube say this is an embedded brand message that struck all the right chords.

 

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Quick Tip: Own Twitter with a Social Media Editorial Calendar

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Twitter is a beast.

 

Staying on top of what's current in this fire hose of new content can be a huge challenge when you sink hours into reacting to what's going on. It's even harder when you're trying to manage a presence on multiple social networks at once. Stop reacting, start planning and watch your impact grow.

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