Friday, October 31, 2014

The Power of Social Media Influencers

The role of influencers has become crucial at the time in which we live. Brands like H&M, Oreo and Visa are the most popular social networks in the study Top Social Brands that apart from being very well positioned in the mind of the consumer brands, are even more in social media. But what are the influencers? They can be both individuals and groups who, through their experience in a given field have earned a reputation and credibility in social media and are dedicated to generating interesting and quality content. 

The WOMMA Influencer Guide Book distinguishes 5 typologies  by degree of influence: the defender, the citizen, the ambassador, the professional and the celebrity. The defender is usually a regular user of a brand that by altruism and sympathy decides to share content about their products. The citizen is mostly a user that dued to its spontaneous and continuous content has gained a network of followers and sometimes explains his experiences or recommendations. The ambassador share an emotional bond with the brand and values​​, it is usually an employee or volunteer that shares content by being payed for it. The professional goes a step further and is defined as an influential person that because of his job or profession gives a higher degree of knowledge, so he acts as an expert by apporting credibility. Finally we have the celebrity, a public figure who despite their high cost, he could be the best investment to influence the followers of a brand and thus achieve greater impact. 

Each influencer is different, so you have to know them very well to approach to them and establish a relationship of value and that could be effective and beneficial for them and for the brand. Therefore, you should start by detecting those users with a great social activity related to the brand to approach them face to face with a personalized treatment offering something in return. Thus we can achieve valuable actions like that they cite the products or services of a brand in their blog or articles, become viral certain content on their network or even do product placement in one of their daily photographs.

Below we show you an infographic of Crowtap that explains us which issues and facts influence our decisions on social media:

Source: Crowdtap

Wednesday, October 22, 2014

Why Social Media?

Nearly 80% of consumers would be likely to buy even more in the future dued to the presence of brands on social media. That's what states a study of the Internet Advertising Bureau of United Kingdom and that is because social media is the present. By creating personal relationships with customers, brands become part of the user experience and contribute on its competitive advantage.

There are many reasons why companies must be and use social media. Our top 5 is reputation, real information, differentiation, humanization and transparency. If you create a well-based online reputation users will trust on your words and your content and then they'll mantain loyal on your social channels and on real life. Connecting and getting in touch with your community is a great and free source of information, and what's more consumer insights that will help you to improve your future strategies. Differentiation is not only a matter of being different from your competitors but also focusing on that special point that users have let you known they specially like to be your competitive advantge. One to one relationships provides you a special link that humanizes your brand, that means when consumers ask you and you quickly give them a personalized answer they'll see you as a peer. The last reason is transparency, being honest and dedicated to your community will certainly contribute to loyalty.

Other values you need to consider are the power of listening and promote experiences. Listening to fans, followers, and customers will allow you to collect the data you need to improve and being the reference they expect you to be. Explore which type of content they like and dislike and pay attention to your current fans, your potencial ones and to influencers. Once you've understanded your community is time to share with them unforgettable and unique experiences to get feedback and start a lasting link that will be growing with periodical and valuable content.

We show you an infographic of Pay Simple blog that gives us a brief approach of social media rules:

Source: Pay Simple blog