How To Find the Right Influencer For Your Brand

In our last post of 2017, guest blogger Tanya Sen shared Why Influencer Engagement is Important in Digital Marketing. Partnering with an influencer can boost your digital marketing efforts, but you need to put together a plan before diving into a relationship.

How To Find the Right Influencer For Your Brand by Clearly Conveyed Communications

A Partnership Made in Heaven… or Not

The success of your influencer marketing efforts will hinge on who you partner with. Is this individual or group a good fit for your brand? Will your audience — and theirs — believe the influencer uses your product or service? If not, you’re unlikely to see any real return on investment (ROI) from your efforts. The influencer’s posts or ads may draw high engagement due to his or her star power, but it won’t carry over to your brand.

Who Is An Influencer?

When you think of an influencer, you may think celebrity, but that’s not always the case. Especially in B2B marketing, it helps if your influencer has clout or expertise in your area or some type of tie-in. For example, uni-ball® partnered with legendary identity theft expert, Frank Abagnale, to promote the tamper-resistant ink in its pens. Abagnale’s story was told in Catch Me If You Can, and he now works with the FBI to help them catch identity theft criminals.

Micro-Influencers May Deliver A Big Win

When you’re looking for the right influencer to partner with, look closely at your loyal supporters or key personalities in your niche. This person may not have a massive following on social, but you’ve noticed he or she has an active audience interested in what you do — and this micro-influencer’s opinion on the subject. You may have found yourself a partner who can help drive your digital marketing efforts even though he or she has fewer than 10,000 followers and no celebrity status.

“Micro-influencers deliver 60% higher campaign engagement rates; moreover, those campaigns are 6.7 times more efficient per engagement than those with influencers with larger followings.” -Ismael El-Qudsi, MarketingProfs

Look For Star Power In-House

You may find the perfect influencer for your brand in-house. Do any of your employees have a special relationship with your audience? Whether through a memorable personality or exceptional service with a smile, one or more of your employees may be an ideal influencer. In addition, an employee advocacy program can help your employees become more comfortable sharing your content on social and promoting your brand.

“In an average company, only 3% of employees share company-related content, but they are responsible for driving a 30% increase in the content’s total likes, shares, and comments.” -Katie Levinson, LinkedIn

Integration Is Key

Wherever you find an ideal influencer, integration into your brand messaging is key. It’s not enough to pay someone — famous or not — to post about your products and services. The partnership needs to “fit” and feel right to both audiences. Launching a new product or refreshing your brand? Bring in an influencer early on and integrate him or her into your marketing plans. True integration brings authenticity and better results.

Summary

Influencer marketing can drive your digital marketing efforts — and sales — to new heights, but take the time to plan your strategy before jumping into a relationship. Don’t get wooed by a trendy celebrity or hot fad that doesn’t make sense for your brand. Do your research to find the right fit, whether it’s a micro-influencer, employee or thought leader in your field, and remember to integrate your influencer into your marketing efforts and overall brand message to increase your chances of success.

What celebrity/brand partnership works well? Is a bad fit?
Has a micro-influencer helped boost your sales or encouraged you to buy?
What employees influence your purchasing behavior at a company?
What brands do a great job of integrating influencers into their overall marketing efforts?

CCC’s Chief Influencer,
Jaime

https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

Share the Luck of the Irish with Your Clients & Employees

Whatever your background, we’re all Irish on St. Patrick’s Day!

St. Patrick's Day revelers enjoy the celebration

St. Patrick’s Day by Courtney Collison via CC BY-SA 2.0 http://bit.ly/1QVmT1J

Here’s how to share the spirit of this holiday with your business family:

  • Throw an Irish potluck — Ask employees to bring their favorite Irish-themed foods for a festive event in the office. If you’re throwing a last-minute shindig, order in from your favorite Irish restaurant. Hand out fun promotional items, such as four leaf clover-printed sunglasses, green hats or four leaf clover beads. Remind everyone to wear green and punctuate the event with some fun Irish music (or March Madness)!
  • Enjoy March Madness during a St. Patrick’s Day Happy Hour — Invite your employees and/or clients to Happy Hour at your favorite local pub. Cheer on your favorite men’s college basketball teams (or the ones you picked on your bracket) with an ice cold Guinness in hand. If you’re feeling lucky, pick up the first round of drinks along with some hors d’oeuvres. Enjoy the camaraderie as you survive the roller coaster ride of the NCAA Tournament!
  • Hold a Luck of the Irish Contest — Invite your clients to participate in a themed contest celebrating this popular holiday. Anyone who places an order receives a mystery discount or gift. You can hold the contest digitally with a well-designed landing page, email marketing and social media promotion. Take the contest offline with direct mail, scratch off tickets and in-person visits. Don’t forget to create a hashtag and encourage clients to post their winning tickets on social!
  • Bring the Irish Spirit into Your Office — Encourage employees to wear green along with festive accessories. Reward the most festive, creative and other categories of your choice with gift certificates to your local pub, lunch delivered in the office or a day (or afternoon) off. Throughout the day, highlight your festivities on social media so fans can get to know the faces behind the scenes and see your fun culture.

St. Patrick’s Day 2016: How the World Will Celebrate From Dublin to Tokyo

However you decide to celebrate, have fun! May the Luck of the Irish be with you and your business always.

Cheers,
Jaime

Let’s chat (about green beer, holiday marketing or otherwise):
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Brands Rocking Social Media In The Real World

The number one question I receive about social media has always been “But what do I post?” Business professionals and owners want to see the value in utilizing social media but are intimidated by the thought of how to develop a loyal fan base and keep these folks happy. So I thought I would share some cool uses of social media by brands as examples.

Online / Offline Integration — On a Budget

Recently, the local metro park system passed a renewal levy to continue receiving well deserved operating funds. The parks, which are popular in the area, wanted to say thank you to voters for their kindness. Budget is always a concern for an organization that depends at least partially on tax revenue for funds, and users of the Metro Parks range across all ages, income levels, technology abilities, etc. Put another way, some users follow the social media-savvy park system online and via its app while others never turn on a computer. What to do?

The parks printed thank you signs and placed them by their park entrance signs, which are typically in high traffic areas. I actually noticed one a few days after the election on the way to my ‘home’ metro park for a trail run. It caught my eye, and I thought what a cool idea! Then the parks took pictures of a few of these signs and posted them to their social media platforms along with a heartfelt thank you to its fans.

This is just one reason why the Metro Parks, Serving Summit County rock social media, and I’m proud to be a fan.

For more ideas, check out the Metro Parks, Serving Summit County on:
Facebook   |   Instagram   |   Pinterest   |   Twitter   |   YouTube

Looking at the Big Picture (And Dancing to the Beat of Your Own Drum)

More and more brands are flocking to Instagram to take advantage of the popular photo (and now video) platform. So how do you stand out? Check out Virgin Mobile‘s attempt to step back and look at the big picture.

As a Virgin Mobile customer, occasionally I receive alerts on my phone from the company with updates — a new app, news of note or a cool download. One of these alerts led me to check out Virgin on IG. When I clicked on the link, I immediately saw how the creative company used parts of several pictures to form a larger image. How cool is that?

As you’ve probably noticed, the Virgin Group companies like to color outside of the lines (and this author loves it). Need more examples?

The King of Tech Even Fails In Style

If you’re familiar with technology at all, you’ve probably heard of Mashable. Founded in 2005, the self-proclaimed leading source of news, information and resources for the Connected Generation offers insight on social media, technology, business, entertainment and more. I receive emails from this tech giant (which is monumental for me because I generally opt out, not in) and had to laugh at a broken link I found this week. Yes, a broken link. Why? Because Mashable even fails in style. Check out the message below that I received when a story link was invalid. How can you not smile?

Mashable broken link message

The king of tech even fails in style!
(Screen shot from Mashable)

So there you have it… Three companies of all shapes and sizes rocking social media to fit their needs.

Related reading: Tweet Some Love, Gain Some Respect | Super Bowl XLVII: Not A Complete Blackout

What do you think? What other companies are rocking social media or doing something different?

Feel free to share in the comments below, including your own company. If you have any questions or would like help with your social media efforts (on any level), please let me know. CCC would love to help!

Getting social,
Jaime

Rock social media with me… 
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#Hashtags: Big Business or Bust?

Hashtags

Hashtags — love them or hate them? Are they good or bad for business?

Let’s take a closer look at the world of hashtags…

On the positive side, hashtags open up your social media updates to a whole new world: non-subscribers, non-fans and non-followers. Searching hashtags brings potential fans, followers, subscribers — and customers — to your doorstep. Whenever I use hashtags, I always receive more traffic from those outside of my network. I’ve also come across brands — both personal and corporate — on Instagram and Twitter that I probably never would have found otherwise.

Hashtags are also a wonderful way to have a conversation online. Stay up to date with webinars, events, ad campaigns, sporting events, etc. by searching for the hashtag and participating in the conversation. As a marketer (or event professional), designating hashtags for your campaigns and events is a great way to invite attendees to join the conversation, build momentum pre- and post-event, involve those unable to attend and integrate your online and offline marketing efforts.

#Olympics hashtag search

The #Olympics hashtag: insight and insanity

For example, Twitter noted that the #SuperBowl hashtag was used 3 million times over an approximate 5-hour time period. As a marketing professional, you’re probably excited to jump in! But slow down — and do the math. That breaks down to an average of 167 tweets per second. And remember, anyone can use a hashtag — not only brands, companies or excited fans talking positively about your product or service. Someone complaining about a sideline reporter’s outfit or a celebrity that’s spotted in the crowd will show up in that hashtag search as well. As Oreo showed us, hashtags don’t make the tweet.

Power outage? No problem says Oreo.

Oreo stole the show on Super Bowl Sunday. No hashtag needed.

Another negative aspect is what I like to call ‘overhashtagging.’ I’m pretty sure that’s not a word, but it is in my dictionary. #Have #you #ever #read #a #tweet #like #this? #Probably #not #because #its #so #annoying. I’ve spoken to Twitter users regarding hashtag use and come across research that noted readership (and engagement) drops after 2 – 3 hashtags. Of course, it’s not just on Twitter; we’ve all seen photos maxing out the 30 hashtag limit on Instagram. As my mom always says, just because you can do something doesn’t mean you should. #justsaying

In summary, hashtags have good and bad qualities like most things in life. They can be used correctly or abused as some of the pros and cons below show.

Pros

  • gain new followers, fans, subscribers and possibly customers
  • have a conversation online
  • bring event attendees into the conversation, including pre- and post-event
  • integrate online and offline marketing efforts
  • help a campaign go viral

Cons

  • new followers may be temporary or fake
  • aesthetically unpleasing
  • overuse is distracting / hard to read
  • overuse lowers readership / engagement
  • get lost in the sea of popular hashtags

I came across an insightful comment by Daniel Victor, social media staff editor at The New York Times, which sums up my opinion of hashtags well.

“Here’s where I’ll join the rest in unquantifiable hoodoo: I believe hashtags are aesthetically damaging. I believe a tweet free of hashtags is more pleasing to the eye, more easily consumed, and thus more likely to be retweeted (which is a proven way of growing your audience). I believe for every person who stumbles upon your tweet via hashtag, you’re likely turning off many more who are put off by hashtag overuse. We need not banish the hashtag, but let’s start putting more thought into when we’re using it.”

Your Thoughts

What do you think? Are you a hashtag user or recovering abuser? Refuse to use them?

Have hashtags been beneficial to your business? Or hurt your online brand?

Please chime in with your thoughts on the wonderful, wacky world of hashtags! Feel free to link to articles, blog posts, studies, etc. (including your own) on the subject in the comments as well.

Additional Reading

Hashtag (first) photo courtesy of Michael Coghlan via Creative Commons License

#EnjoytheWeekend!

Jaime

p.s. Sunday, June 30th, is Social Media Day 2013! Join CCC as we celebrate (virtually) the power of social media in our lives. View the event invite for details and social media resources.

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