socialchorus_Value of the Power Middle in Social Marketing
The Leading Social Word-of-Mouth Marketing SolutionThe Value of the Power Middle in Social MarketingA 3-Step Guide to Activating Untapped Social InfluencersGreg Shove @gregshove email@example.comFounder/CEO
Engagement that Scales2Harnessing professional influencers to tellyour story isn’t the best way to reachmillions.Scale and engagement can be achievedwhen working with 100 – 300 Power Middleadvocates.
Professional InfluencersHigh Reach. Low Engagement.350K to 1M+ followersRelatively large audiencesLower cost than celebritiesbut…Professional influencer audiences eventually reach a sizewhere active engagement gives way to simply consumingcontent.
The Power MiddleLoyal Audience. High Engagement.4Large scale social engagement is increasingly driven by a group ofinfluencers and advocates we call the Power Middle.Smaller, but fiercely loyal audience (500 – 25K social reach)Trusted, niche communities = significantly higher engagement ratescompared to paid and owned media (16x on average)Hundreds of Power Middle Influencers.Tens of thousands of social endorsements.Tens of millions of consumers.
A Look at the Numbers5DisplayAdvertisingFacebook(Top 30% of Brands)Power MiddleAdvocates(assuming 100-200)3x theengagement
Typical Results6A Power Middle campaign with 100 advocates routinely drives10 endorsements per influencer and delivers 30K to 40K socialendorsements to millions of consumers.
Spend Less, Get MoreWith the Power Middle7Editors &CelebritiesThe Power MiddleSocial InfluencersFans & FollowersThe NewPyramid of Influencers
3 Keys to a Successful AdvocateMarketing Campaign8There are 3 important factors in every successful advocate marketingcampaign:
Find the RightPower Middle Advocates9Who are the most valuable influencers?Natural storytellers who will:Advocate on behalf of your brandDrive engagementMove the conversation beyond ‘likes’
Reach out to Influencersthe Right Way10Establish trustHighlight mutual benefits and valueDon’t waste time – get started!
Social CurrencyThe Mutual Value Exchange11Social currency can be divided into five categories:
Learn More About theValue of the Power Middle12Social word-of-mouth marketingcontinues to dramatically change howbrands market to consumers.The social influencer landscape isshifting to focus more on engagement.
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