Twitter: @nealschaffer
Website: https://nealschaffer.com/
Neal has been working in social media for ten years and focused on “The Business of influence”.
Social Media is a mindset
A new way of thinking about who can be an influencer and many ways of working with them.
reset your mindset for social media marketing
https://twitter.com/TineSorensen/status/1062641422560645121
Attending #Spark conference pic.twitter.com/TiwfWMdKGw
— Tine Sørensen (@TineSorensen) November 14, 2018
Why is there still so much budget in traditional marketing? In other markets, small business does not have a website, but they use their instagram account and WhatsApp.
Influencer marketing should be a focus for 2019.
https://twitter.com/delay1/status/1062640675299176448
Budgets are not #digitalfirst @nealshaffer #spark @falcon pic.twitter.com/quJrEFtoBU
— Matthias «Delay» Göbel (@delay1) November 14, 2018
https://twitter.com/robertavaleria_/status/1062641147116429314
Go “people first”. Leverage people power to enhance organic reach @NealSchaffer @FalconIO #spark
— Roberta V. Cianetti (@robertavaleria_) November 14, 2018
Social media was made for people and not for business, that is why personal profiles get more traction than business pages.
Today everyone is a publisher. On instagram, twitter, etc. There is a democratisation on how information is communicated.
In this new age, everyone can be an influencer because people tell stories that brands can’t.
Generating Content is one of the greatest resources when working with influencers.
https://twitter.com/FalconIO/status/1062641796285689857
“How do you defeat the social media algorithms? You leverage people power." - @NealSchaffer on #InfluencerMarketing at #Spark pic.twitter.com/CJyxOMsu7a
— Falcon.io (@FalconIO) November 14, 2018
Rethink who an influencer can be
Influencer marketing is about community
Your community is always a smaller subset.
An influencer can help you reach a community that doesn’t trust you at the moment.
We should start with the publics closer to us, like employees and customers. Treat them like an influencer.The hard part is that it takes time to know people and being able to keep historical data on your relationship with so many people.
Start by mapping out this community.
Evaluate an influencer
- Reach
- Relevance
- Resonance
- Cultural fit
- Relationship
Do an influencer audit.
https://twitter.com/MrsSchaerer/status/1062642999736328192
Totally agree with @NealSchaffer "Working with #influencers is not a one-night-stand, it's truly a marriage" - or at least it should be! #spark @FalconIO #InfluencerMarketing #influencerrelations
— Bianca Schärer (@MrsSchaerer) November 14, 2018
Content-centric influencer marketing
For B2B the focus is on building content
90% of the content that brands create is about themselves, not about their publics.
Events can be very powerful to engage with influencers. Have them as speakers or moderators, make them a part of the event and don’t just expect them to take interesting photos.
https://twitter.com/sabrodriguez1/status/1062646542358724608
There are 15 types of #influencer programmes according to @NealSchaffer - which are you adopting right now? #FalconSpark @FalconIO pic.twitter.com/bXdJEqjvmd
— Sabrina Rodriguez (@sabrodriguez1) November 14, 2018
The end game is to create a product. In china, the future seems to be having influencers collaborate in building products.
There are two ways of thinking, you can Buy influence, or you can BUILD influence. It comes down to “what’s in it for me?” So what can you provide the influencer? Not just money, it could be other resources or access to products. Help them grow their community for example, or give them a unique experience.
Don’t encourage cut and paste.
https://twitter.com/Jvesterager/status/1062649363497996290
“Working with influencers is to empower them to be authentic. They are NOT programmable marketing units.” @NealSchaffer #spark
— Jakob Vesterager (@Jvesterager) November 14, 2018
https://twitter.com/TineSorensen/status/1062650701539631104
... replaces nothing ... yet 😉 #spark @NealSchaffer Thank you for an interesting #Influencer talk pic.twitter.com/qC1cywMzWf
— Tine Sørensen (@TineSorensen) November 14, 2018
