Digital Insanity Magazine by Bruno Amaral

Influencer Marketing in 2019: How to Create an Influencer Marketing Strategy That Generates Results

Wed, 14 Nov 2018 09:07:38 +0100

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.

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

Organic Instagram Growth: A bookish Case Study

Tue, 30 Oct 2018 18:15:38 +0000

Virago is a book store with an irreverent brand personality.

We looked into the audience that was already following the brand.

Tone of Voice:

Agenda setting
Classic
Lively

The audience looks to them for books that challenge the status quo, and the tone of voice had to show that desire.

Know your style

Consistant
Beautiful
Attention grabbing

For virago the look needed to be classic and simple, but not fall too far from its values.

Know the platform

Stories
Influencers
Hashtags
Trends

These are tools to help convert people into followers.

Know your analytics

This allows to fly with a true north.

Impressions
Reach
Followers

Don’t just focus on the follower numbers, it’s a basic indicator. The reach is a better indicator of your value as an instagram channel.

What draws people in is the consistency in how the account is managed, as well as the quality of the content.

Stories can help a brand whose interaction and growth seems to have stagnated.

How to Monetize Social Media

Tue, 30 Oct 2018 18:14:12 +0000

https://twitter.com/janos_ienciu

Social media is already a pay to play world.

Groups and Hashtags: are good ways to find and lure people instead of chasing them.

People in Facebook groups don’t want to be bombarded with links. Instead, it’s a good idea to reach out to the group admins and request permission.

Chatbots were able to deliver a 97% open rate for a kickstarter campaign that delivered 200k of pledges.

A good example for instagram, an account where stories are published and the lifestyle around the house is used as content. All the houses listed are actually for sale.

Takeaway: use content to build indirect sales.

Influencers make money by advertising other products and now we are seeing them put effort in having their own product or brand.

Selling on social media is like dating. You don’t go on a date talking about marriage plans.

Turning Strangers Into Friends: Pulling Up A Stool Next To Your Mates, Not Your Followers

Tue, 30 Oct 2018 18:07:45 +0000

Hanne Grainger

Jameson Irish Whiskey

There are so many brands that just talk about themselves. Jameson has been learning how not to do this by trial and error.

Consumer behaviour

Consumers will tell you they don’t follow brands on social media. They will tell you that they only follow friends, celebrities, sports, news, entertainment, meme accounts and others.

Customers don’t say they follow brands on social media, but the instagram followers for brands on instagram sum up to the population of Europe.

Users actually follow brands that don’t act like brands.

Jameson is competing with all the brands on social media, not just the ones in the spirits market. So how do they cut through?

1. Knowing who we (Jameson) are

It’s also about the tone of voice in their Copy.

We’re not flippant nor crass. We’re warm and knowingly clever.

2. How we interact

It’s all about two way conversations and getting to know the followers.

Just like a real friendship.

Interesting
Trust
Banter
Confidence (not cockyness)
Personable
Good listener
Know when to be quiet

DON’T

Narcissistic
Never arrogant
Talk for the sake of talking
Talk about the things you have a right to talk about

It’s not only about playing and engaging, it’s also about engaging with things they are interested in. An example is how Jameson interacted with buzzeed posts.

You can have fun on a shoe string budget

3. Where we interact

Our Personality’s Always The Same But Like A Person, We Tweak Our Behaviour Depending On Our Surroundings.

Jameson does not repurpose the content across platforms with copy and paste. That’s lazy.

Each social media channel has it’s own purpose.

Instagram: “Where we showcase the real, un-staged moments of our whiskey.”

Facebook: “Where we showcase the real, un-staged moments of our whiskey.”

Twitter: “Our mates are having conversations & we’re here to join in.”

YouTube: “Sit back, take a seat, grab a Jameson, we’re delighted to be spending that little bit more time with you.”

4. Our friends becoming our family

Jameson leverages their community to talk about subjects where it doesn’t have a right to discuss.

https://twitter.com/NGaberyAdams/status/1062696948703092738

Great insight from @hannegrainger @jamesonwhiskey - we are not only competing in our own category but with the whole internet with our #contentmarketing #spark @FalconIO pic.twitter.com/AFs9iXv9lb
— Nick Gabery Adams (@NGaberyAdams) November 14, 2018

Presentation Photos

https://www.instagram.com/p/kNXkCksG3n/

Sun, 09 Feb 2014 20:37:51 +0000

https://www.instagram.com/p/kNXkCksG3n/

vscocam

Wed, 05 Feb 2014 22:48:38 +0000

#vscocam

httpbitly1bw001v

Wed, 05 Feb 2014 22:48:36 +0000

httpbitly1iltane

Tue, 04 Feb 2014 23:38:50 +0000

i must be doing something right with the blog

Sun, 02 Feb 2014 22:07:25 +0000

I must be doing something right with the blog. :)

prioridades himym

Wed, 29 Jan 2014 23:06:19 +0000

Prioridades #himym

agr sim estou em casa httpbitlyl3uys8

Mon, 27 Jan 2014 21:57:10 +0000

Agr sim, estou em casa. :)

The simple thing that bugs me about the Instagram ToS

Wed, 19 Dec 2012 12:07:00 +0000

After the whole mess of unclear Terms of Service, Instagram replies. The whole thing could have been avoided if they had already shed light about what their future ad offering is.

What bugs me is the whole outbreak and deleted accounts on Instagram. Why didn’t it happen on Facebook as well?

Facebook’s Terms of Service read:

For content that is covered by intellectual property rights, like photos and videos (IP content), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (IP License). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.

This can be read pretty much in the same way as the Terms of Service that Instagram published.

The New York Times managed to avoid all the hype and outrage and publish a throughout piece about the whole problem.

And, were we really expecting Instagram to be free forever without some sort of compromise?

Those that migrated, have they read the Terms of Service on other sites, do they know what business model those new channels work on?

My Instagram account is staying just the way it is. The only thing that will get me to move is if the people I want to share with decide to migrate to another channel.

One last note

The photo above was taken by 55Laney69 under a Creative Commons License with Some rights reserved{#yui_3_7_3_3_1355916569925_468}. Most, if not all photos you find here, are used under Creative Commons with due attribution.

How this blog is going to work

Mon, 08 Oct 2012 07:37:07 +0000

It’s a blog and it shouldn’t be hard or complicated, right?

And it shouldn’t be boring either.

Once in a while you will get a post which is just an image or just a tweet from someone interesting. It may or it may not include a small idea and a bit of context. Later on I will publish a longer article where all that is made into something more concrete for further discussion.

The idea here is to give readers a glimpse of what I am thinking about and a chance for them to “chip in” with a comment or opinion they may have which will later be added to the longer post.

Does this make sense?

What would you add or change in all of it?

limeryk

#coffee #instagram

Mon, 20 Feb 2012 09:08:59 +0000

“#coffee #instagram”

Digital Insanity Magazine by Bruno Amaral

Influencer Marketing in 2019: How to Create an Influencer Marketing Strategy That Generates Results

reset your mindset for social media marketing

Rethink who an influencer can be

Content-centric influencer marketing

Organic Instagram Growth: A bookish Case Study

How to Monetize Social Media

Turning Strangers Into Friends: Pulling Up A Stool Next To Your Mates, Not Your Followers

Hanne Grainger

Consumer behaviour

1. Knowing who we (Jameson) are

2. How we interact

3. Where we interact

4. Our friends becoming our family

Presentation Photos

https://www.instagram.com/p/kNXkCksG3n/

vscocam

httpbitly1bw001v

httpbitly1iltane

i must be doing something right with the blog

prioridades himym

agr sim estou em casa httpbitlyl3uys8

The simple thing that bugs me about the Instagram ToS

One last note

How this blog is going to work

#coffee #instagram