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Category: influence

Is it worth me attending SocialDay?

We all put a lot of thought into which events we attend, let’s face it it can be a minefield with so many events going on at any given time looking for the right event can be mindblowing, is it value for money, will I learn anything, who will I meet, so why should I bother with SocialDay?

If you work in or around social media marketing then this event is for you! In fact, it’s been built and designed for you.  Going back a few years Lucy our co-founder had been working in social media management and wanted to find an event that gave her some insight and practical help in her role.  Disappointingly she could not find one, most events were full of cheap tactics, 10 steps to success or just covered the basics, she got all that (as do you). What she craved was an event that showed her what other marketers are doing, she wanted the Social Networks to attend and tell her what was new (rather than seeing the same old press releases that get shared or the internet getting angry with the latest changes). she wanted an event that gives you an opportunity to talk directly to the social networks, your peers and learn some things you actually did not know!

SocialDay was born!!!

Fast forward and we now have an event that covers 3 days, and over 40 topics, we produced a survey last year to find out what the key issues for our guests were and here are some of the common themes:

  • We know what we should be doing, the issue is getting the client to implement
  • Our brand guidelines are stopping us from being creative
  • Algorithms and reach, I just can’t keep up
  • Worried about the effectiveness of Influencer Campaigns
  • Need support with strategy
  • We know we need to do more Social Media, and integrate better with traditional media
  • I’d like to know what the future of social media holds
  • How do I scale my agency
  • I would like to hear from people who have done this stuff, not just talk about it from someone else’s book for a living
  • How to  build communities, and keep them

All of our delegates are working with clients or for companies and are actively performing in the role of Social Media Marketer (apart from the aspiring students who we welcome)

This is not an event that is covering the basics, our guests know how to use these excellent marketing tools, in fact, most of out delegates could talk at other events on the topic, if your looking for the basics then this is not for you.

Where else can you get 3 days of training from some of the most successful individuals and companies in Social Media Marketing:

  • Bruce Daisley – Head of TWITTER EMEA
  • Dean Johnson – Head of Innovation, BrandWidth
  • Ed Couchman – Head of Agencies – FACEBOOK
  • Jana Damanhouri – Head of Social JUNGLE CREATIONS (VT and Twisted)
  • Sean King – CEO – SevernC3
  • Lisa Jenkins – Editor – Social Media Examiner
  • Adam Barnett – Client Services Director, ITN Productions
  • Florie-Anne Virgile – Chief Operating Officer, Citizen Press UK
  • Andrew & Pete – Global Content speakers (SMMW18)
  • Lee Wilcox – CEO – On the Tools
  • Victoria Taylor – Founder Untwisted Media
  • Samantha Kelly – The Tweeting Goddess
  • Kevin Gibbons – Managing Director, BlueGlass
  • Authentic Alex – Official top contributor on LinkedIn
  • Daniel Knowlton – Co-Founder KPS Digital Marketing
  • William Bonidido – McDonalds Social Media Editor
  • Sarah Jones – Head of Media, Birmingham University
  • Katie King – Artificial Intelligence, Author and speaker
  • Nic McCarthy – Chief Creative Officer, Seven
  • Teresa Heath Waring – Founder THW
  • Harry Hugo – Co-Founder The Goat Agency)
  • Dominic McGregor – Co-Founder and COO-Social Chain
  • Lukasz Zelezny – Director of organic growth uSswitch, Zoopler and Prime Location
  • Robert Craven – Author, Grow your digital agency
  • Dominic McGregor – COO – Social Chain
  • Qasim ‘Cas’ Majid – Founder – Wow Zone
  • Craig Fox – Influencer
  • Mark Williams – LinkedIn Trainer

The full programme will be announced shortly (sessions can be viewed here), we still have more fantastic sessions to announce!

All events are an investment, both in time out of the office and the cost of attendance, the killer question is will you see a return on that investment?

We think so, but don’t take our word for it! You can find several independent reviews here at the bottom of the page, also check out the twitter #SocialDayUK and you will see what delegates have had to say about the quality of the sessions in real time at the previous events. For the cost of a ticket, you will be hard pressed to find this level of training, at the price point of the ticket for this three-day festival!

If you want 3 days of training from some of the worlds biggest brands, you want to interact with those running the worlds biggest social networks, meet like-minded individuals and listen to cutting-edge debates, book your SocialDay ticket today.

We hope to see you on the 30th May – 1st June

How to Measure effectiveness: ROI in influencer marketing

In many ways, today’s marketers have never had it so easy. Gone are the days when marketing campaigns relied upon, at best, outdated data of what ‘has worked in the past’ and at worst, little more than a general idea of how best to communicate with a target audience. Instead, in are the days of information at our fingertips.

While it is undisputed that social media activity can really help to boost a brand’s awareness, can it really be used to convert this awareness into tangibles – such as sales? And how easy is it to measure the return on investment when it comes to using influencers?

More and more top brands are investing in social media marketing but measuring this outreach activity can be tricky.

However, finding a way to measure success, or not, is essential in informing future influencer marketing activity with the data helping to shape future campaigns. With this in mind, check out our top six ways to measure ROI in influencer marketing:

 

  • Website views. Perhaps the simplest of all measures – the number of people being
    driven to your website off the back of your activity. To really drill down into these
    results, review the page views and read ratio. Those influencer posts that are getting
    higher than average reads are the ones clearly getting traction and should be
    considered for promotion.

 

  • Discount codes. Discount codes are nothing new, however they can be used in
    different ways. In collaboration with an influencer, discount codes which incorporate
    the influencer’s name are likely to drive more people to the brand’s website and
    create a clear link between the brand and the influencer.
    What’s more, discount codes provide a surprisingly easy way to track activity. When
    using discount codes, the rules are simple: make the discount worthwhile, exclusive
    and put a clear call to action that can be easily monitored.

 

  • Comment to buy feature. Perfect within YouTube and Instagram activity, the
    ‘comment to buy’ feature is easy to measure and allows followers to comment on a
    product they are interested in buying, with brands then sending out a link for the
    follower to use to complete the purchase.

 

  • Referral traffic. Using influencer marketing to drive traffic to a specific page is a well-
    used tactic and measuring this activity can be a useful sign of how much impact the
    marketing activity is having. Using this data, other measures can be gleaned such as
    how well the landing page is working in terms of engagement.

 

  • Participation Rate. Measuring likes, shares and clicks, participation rate is a great
    way to not only measure how many people are engaging with your campaign but also
    which aspects are the most popular. What’s more, the data shown can often be
    impressive, with high figures shown – something clients and managers like to see.

 

  • A rise in influencer UMUs. If your activity is hitting the right notes, your chosen
    influencer will be taking your brand to a whole new audience, of course, in turn, your
    existing followers should also be driven to your influencer – a measure that could
    prove useful.

 

The likelihood is that you will probably use a combination of ways to measure ROI in influencer marketing, whatever ways your business opts for, bear in mind, the effectiveness of any campaign relies upon a clear goal, planning and effective implementation to succeed. Capitalising on the often-significant audiences that social media influencers command, utilising the power of influencers is a great way for brands to access a wider audience and to communicate in new ways.

 

This guest article was written by Amelia Neate from Influencer Champions (www.influencerchampions.com

If you would like to have your article featured drop us a line

 

Measuring return on investment was one of the core reasons sited by respondents of the SocialDay survey that clients and brands don’t currently use influencer marketing. Those that did found it highly effective.  See the full results and analysis in our 48 page report https://www.socialday.co.uk/research-report   

 

 

 

Influencer marketing a new phenomenon since 1840

Influencer marketing, It’s been a while (well not that long) since something has come along and divided opinion so radically amongst content creators, marketers and those in the digital marketing sector.  Strange given that something so straightforward in its explanation and definition can offer so many wide ranging views.

Let’s start by looking at the definition of an influencer, let’s go with Oxfords definition

(mass noun) The capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.
1.1 The power to shape policy or ensure favourable treatment from someone, especially through status, contacts, or wealth.

A person or thing with the capacity to have an influence on someone or something.

We’ll fix on the 1.2 – A person or thing with the capacity to have an influence on someone or something, which is why “word of mouth” has always been the earliest form of influence, humans have been bartering and selling to each other since we lived in caves.  Over the last few hundred years, sports stars, actors and actresses have endorsed products countless times, but it was the royal family who began the trend for “influencer marketing” no seriously! The biggest celebrities of the day were the royals, their influence was spread across the globe by the “British Empire” 

In 1840 the royal warrant was established, A Royal Warrant of Appointment is a mark of recognition of those who have supplied goods or services to the Households of HM The Queen, HRH The Duke of Edinburgh or HRH The Prince of Wales for at least five years, and who have an ongoing trading arrangement!

No greater thing for a brand to have the royal thumbs up, so the royal family has been using their influence since the early 1800’s so this is an established market then? surely as we’ve been seeing it for at least 200 years there should be no confusion?

Yeah, you would think so, but here is the issue, fast forward and the speed of technology, change in user habits and barriers to audiences have all been removed.  Now where journalists, TV presenters, performing arts and sports stars of our time used to be the reserve of holding influence almost anyone can amass a large social media following and not always legitimately (those who buy followers)

I am no fan of red tape but here especially regulation is lacking, in any other form of advertising or marketing buyers can usually get a good steer on how well a campaign is going to do by looking at the audience breakdown, user metrics such as platform used, frequency of engagement, type of content consumed, although with influencer marketing  we don’t yet have an industry standard to rely on (see abc.org for print or Nielsen ratings) and it is here without common benchmarks for business owners especially it can feel a little like the wild west.  Is the solution regulation, I am nit sure but certainly self-regulation from those who do provide value for marketers is essential to protect the good name they have built up and not be tarred with the same brush.

 So what’s the issue with large numbers?

Nothing the matter with large numbers, especially if you are into consumer marketing media, technology, music, sport, food, fitness, travel, pets and gaming have lots of highly active influencers and “Brand Advocates” in fact you could argue the higher the number of followers the bigger the reach, which is great.  Even at this level the marketing only works truly if the content is believable if you have the right audience and the audience engage.  The big problem goes back to the issue of measuring, and this is something that has always existed in advertising especially back in the days of print, radio, and TV.  The advent of digital has to a degree made this easier tracking links etc but with social, it’s not always clear cut and this causes some of the issues.

We often make the assumption that a large number of followers equates to the ability to influence, it really does not, at best a large number of follower gives you the ability to raise awareness.  However, if you want to raise awareness are their better avenues that can be more trackable and give you the power to have greater control over the audience you reach? such as advertising?

Influence is exactly that, the ability to influence another person to make a decision, in this instance buy something.  Is the Queen an influencer? for some yes, if it’s good enough for her it will be for them.

Should we not use influencer marketing?

There are lots of great examples of influencer marketing, and used properly it can be an effective tool, more so in niche markets where individuals have built expertise in a sector and have earned trust and respect (especially in B2B) You only have to google to see countless “successful” marketing campaigns with product placed in pictures taken by influencers, not for me though one of the best examples I have come across was the simple “Spotify” campaign #ThatSongWhen which is a few years old now but was highly engaging for music influencers and advocates alike.

 

There are loads of great campaigns to look at, and Nike had some definitive stats from their work with Christiano Ronaldo over the 2015 campaign, of course, you will also find loads of examples of where it has gone wrong.  before you jump on either side of the fence do your own research.

 

What about the big debate?

The debate will continue, that I am sure, for now though take away these few key points

  • Make sure the audience you are trying to target is the right one, do your homework and check out engagement levels, is it the right audience for you?
  • What content is going to be produced, how often, and what is the context
  • Is this the best way to spend money for this particular campaign, are you better of with other forms of advertising?
  • Are your expectations realistic?

 

We will be covering Influencer Marketing in-depth at Social Day London on the 16th June, Join agencies and Influencers who face questions from our audience, we have pulled together a panel of differing views and specifically those who have been working in this sector for the last few years.

What is influencer marketing

How should it be used

difference between Influencer marketing and Brand Advocates

How to avoid the cowboys

Measuring Retun on Investment

To get the answers to these questions make sure you are part of the debate – book your ticket today 

 

SME guide to Influencer Marketing

Short and sweet for you guys… small and medium business guide to influencer marketing.
Influencer marketing is a hot topic in business and marketing right now more so in the big brand space though. Big brands have big budgets and can afford the world’s best influencer agencies to bag some exposure via the world’s biggest influencer audiences. But how does this relate to you the SME?

Big brands are using influencers to reach targeted and mass communities and getting results, but how can the smaller businesses use influencers to tap into new audiences, increase brand awareness and get more business, without the big budgets? Who are your influencers? Where do you go to find influencers? And how do you build a relationship with them that is mutually beneficial?. In this post all will be revealed.

Think small and influential

With large influencer posts costing a small fortune, how is it possible for a small business with limited budget able to tap into influencer audiences? The answer is in micro influencers. A micro influencer is a person who has influence within a niche or that has a small but influential audience or community. To define an influencer: It’s someone who influences someone to either take action or to make a purchasing decision and influencing someone to making a purchase decision is what you ultimately want to achieve.

How to find a micro influencer

Micro influencers are everywhere, you’ll find them in the form of bloggers, local papers or journalists, Instagram users, they even host twitter chats and so on. A micro influencer doesn’t have millions or even tens of thousands of followers but a smaller base community. Your influencer will normally vlog or write about their niche and share articles and information through social media that is industry specific. Local bloggers will write about local activities and businesses. You can spot micro influencers easily on social media because they have great engagement. In fact you’ll often see some (so called) influencers with 100k plus twitter followers with no retweets, replies or likes.. These people are not influencers, people are not talking to them. This is a really easy way to spot if someone holds a bit of clout within an area. In fact it’s even easier to spot micro influencers for b2b, this is because you can see if they consistently talk about their industry and you can see if people are listening. Look at their blogs at the shares (if this is available) are their articles getting shared?

Tools for finding influencers

There are many tools you can use to find and connect with new influencers in your niche. including these popular services:

Followerwonk – Twitter specific.. Find, Analyse, and Optimise for Social Growth – free for 1 profile
Buzzsumo – Analyse what content performs best for any topic or competitor. Find the key influencers to promote your content – from $79 per month
Klout – Has had a heap of criticism as it’s easily gamed by so called influencers, but it’s a great starting point. Also you can see if someone really has influence by checking on their engagement. On the flip-side it’s a great way to check on your impact (used with a pinch of salt)
Reaching out to influencers

Once you’ve established who your influencers are you’ll want to connect with them through social media. I would not recommend connecting and then asking for a share, a post about you or an email out to their list right away. This would be considered a bit rude and also remember these influencers have spent years building a solid community or audience, why would they just give you access to something that has been carefully built and nurtured? The key is to build relationships. Start by connecting and sharing their content with your own community. Share the influencers videos or articles and tag them in via twitter, for example: ‘a great insight on _____ by @Tagthemhere linktoarticle.co’ don’t do it everyday to the same person but show you are interested in their content. When they share a post, join the conversation and respond. If you have written a piece of content that may be of interest to your influencer you could reply to one of their posts and say: ‘thank you for the great information once again, I wrote something similar from a different angle, what do you think?’ or ‘great piece, we actually have a solution to the problem you mentioned in your post have you seen it before?’ – I wouldn’t start doing this until you have some relationship established through social media. You could also write a blog or create a video in response to one of their articles or even mentioning them, this is a great technique for getting industry specific influencers attention.

Building a relationship

Influencers are human beings, all different, all complex. So different approaches will be necessary for each. A good way to get to know your influencer would be to invite them for lunch (on you, of course 😉) once you have their full attention DO NOT TALK ABOUT YOU AND YOUR BUSINESS! Have a 2 way conversation about your industry (be careful not to whinge about competitors or the industry) keep it positive and upbeat, discuss how you can collaborate or help each other. Offer them something of value if not monetary, perhaps you have a product you could give them for free. They key is to be targeted with your influencer so that they want to share your product, service or insight with their community, because it is highly relevant and useful.

Nurturing your influencer

Treat your influencer like you would a customer. What can you do for them? What solutions do you have for them or their communities that would add value? Don’t make the mistake of thinking it’s all about you and what you can get from them. Build the relationship, nurture your influencer, this way they’ll begin to respect you and share your thoughts and more with their communities.

Finally, nothing is guaranteed. You can’t make someone do something they don’t want to do. So test the water, do they respond to you? Are they accessible? You have a business to run so don’t invest too heavily in courting your influencer until you see they are open to a dialogue.

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