Robin Good: Influencers are those individuals who have enough reputation, credibilityand expertise to affect your interests and choices. That's a very valuable commercial proposition for marketers. But how do you find these influencers.
Some interesting alternatives are starting to emerge, beyond the popularity-based score-based reputation services as Klout and Peerindex.
Jure Klepic reports on this: “Who are these influencers and how DO we find them?
Is there some way of identifying those people who are connected to a critical mass of easily influenced people?"
The article analyzes some of the shortcomings of the approaches used today, while highlighting some of the new and more interesting services that focus on helping you or your company identify key influencers in a specific niche.
Marketers have been audience-centric since the dawn of their existence. And whereas companies have long thought about audiences and age groups, there is now a broader divide in how the generations think and view the world.
In order to attract Generation Y, some 60 million people, (whether to land them as a customer or as an employee) it is necessary to customize your appeals and communication style to fit their techno-oriented lifestyle. But it goes beyond merely adapting your content to changing the way you communicate in general.
Gen Y, sometimes referred to as the Echo Boomers because of their huge numbers (according to the US Census there are three times as many Gen Ys as there are Gen Xers), has a reputation for being peer-oriented due, in part, to its reliance on instant communication technologies and the Internet, including email, IMs, texting and social media components like YouTube, Facebook, MySpace and Twitter.
When recruiting Generation Y (exact pinpoints are not agreed upon but generally this term refers to individuals born between 1979-1994) you need to give some thought as to who they are and what motivates them. If Gen X is the MTV generation, you can think of Gen Y as the American Idol generation. They are a collective who have been awarded throughout school with everybody-wins trophies. You show up, you get a ribbon. (Alsop, Ron. The Trophy Kids Grow Up: How the Millennial Generation is Shaking Up the Workplace. Jossey-Bass).
This has translated into a group who believe they can all sing well enough to win a national competition. But they are also a very giving group. USA Today reports that they volunteer more than any previous generation and they are more socially conscious than any generation since World War II. They have been strictly scheduled throughout most of their lives in sports, dance, foreign language classes, etc. Gen Y is also dependent on peer-to-peer interaction and holds peer reviews in high esteem.
This can benefit your company in a very direct way if you tailor your offerings accordingly. Keep in mind
1. They are technology-savvy. It’s not enough for you to have a website. Gen Y’s online usage extends past such basics. You need to involve them. Interaction is key
2. They need to feel valued. Remember the everyone gets a ribbon idea? This group has plenty to offer and knows so. Their opinions are valuable.
3. They want to be friends. For this generation, it’s not the quality but the quantity. Number of friends, followers and fans are very important to their collective thinking. Connecting them with peers is essential to holding their interest.
4. They want to be a part of something big. This generation, more so than any before it, has giant dreams. They want to be the next biggest (fill in the blank) but most of it involves being affluent and lauded. Making them feel like a vital part of a lively, desirable community is imperative
5. They’ve gone green. While you may be weighing the costs and steps it takes to go green, the millennials are already there. They’ve grown up in a climate where global warming is on every blackboard and their teachers have educated them on concerns past generations just didn’t think about.
The economy has placed challenges on marketers but tailoring your product copy and offerings to appeal to the technology-savvy Gen Y will benefit you in the long run. This is a very different group you are targeting, so review your copy and your technology and see how you can rework them to be more appealing to this important generation.
Does a brand’s social presence impact your purchase?
An Infographic published by Mr. Youth - http://bit.ly/zgjXLd , a word of mouth marketing firm, polled 4500 adults to uncover the impact of social media on purchases.
They discovered that social media not only influences brand reputation and PR, but often can lead directly to a sale.
Over 90% of respondents either received or made recommendations to friends and families on Facebook. 65% of these social recommendations directly led to a purchase.
On top of that, 80% of those who received a response to a social media post by a brand made a purchase as a result of that interaction.
With numbers as striking you’d think businesses would be quick to comprehend. Yet according to the study, brands only respond to half of their social media posts, divided almost equally between Facebook and Twitter.
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Slideshare presentations are highly shareable and embeddable. It’s similar to loading video content to YouTube – you get your content in an external hub and can use the embed code to embed the presenation on your and others blogs, other people can do that too, if you enable it. As a huge site, Slideshare ranks well, it offers you visibility. Even more so when keywords like presentation are used (try it!). Fish where the fish are instead of expecting people to come to you. You can build inbound links from Slideshare. It offers a stream of traffic for the right content, we’ve found this for Smart Insights, similar with Scribd, too You can collect leads from your presentations within Slideshare (LeadShare). They have API access meaning you can (depending on your CRM) capture leads straight to your own software. You can host Private, member only presentations. You can lock content for view only or allow download of your material (awlays try doing the latter!). Make your brand sizzle! It’s another place to be creative without loosing focus and develop a sense of thought leadership in a marketing outpost with real reach. Showcase your work in LinkedIn. There’s a cosy relationship with LinkedIn, making your content easy to re-purpose into another social network. By Danyl Bosomworth - http://bit.ly/H6iqlB ;
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