Engaging influencers on social media


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Engaging influencers on social media

  2. 2. Who are Social Media Influencers?Why are They so Important?A social media influencer is someone expand your customer base, and launches, news and deals. It takeswho talks positively about your brand ultimately drive more sales. Word some legwork, but will have anand products on Twitter, Facebook, of mouth has always been the most immediate payoff whenever you wantGoogle+, Pinterest or any other social trusted way for a potential customer to get your message out quickly. Newmedia platform. He or she can be to hear about your product. Social tools make it easier than ever to findanyone from a mom on Facebook who media makes word of mouth digital. these influencers—but how do youlikes to mention her favorite products bring them into your circle and getto a big-name blogger in your industry. Maintaining a database of your them talking positively about you? influencers that includes the size of Below are 6 tips for doing just that.Getting the right people excited and their networks and other demographictalking about your brand is one of the information is a great way to createbest ways to improve brand recognition, instant outreach lists for new product TIP 1 Find Influencers Inside and Outside of the Box Use Google searches and Twitter searches Big-name influencers are great to get, so by to find people who are already interested in all means work on bringing the movers and your industry, or in your target demographic. shakers in your industry into your network, People talking about your brand and your but don’t forget the up-and-comers, who will competitors’ brands are your first tier of have more incentive to be the first to mention influencers, but remember to look outside something new and cool. If you identify must- those areas. A company that makes interior have influencers, their competitors will probably decor might also want to check out fashion be valuable too.A rule of thumb blogs, DIY blogs and construction blogs— look for interesting overlaps. You can use You can also follow your current network toto build a good tools like Klout and Kred to determine who other influencers. A rule of thumb to buildTwitter network a good Twitter network is to follow ten new has the biggest reach, but even someoneis to follow ten with a small network may have a lot of people every day. Some of them may not turnnew people influence. Social network management tools out to be particularly helpful influencers, but some of them will follow you back, and someevery day. like Sysomos Heartbeat make it easy to talk to many of them at once. of those will turn into influencers for you. HOW TO GET SOCIAL MEDIA INFLUENCERS TALKING ABOUT YOU 2
  3. 3. TIP 2 Use Measurement to Cultivate from Within People are probably already talking about While it can be incredibly beneficial to your brand and other brands in your industry. get a mention from a celebrity, customers Similarly, your best influencers may already are actually most influenced by what their be in your network—people who pay attention friends and family do and like, followed by to your social media presence and know who people they consider “like them”—their you are. friends-of-friends network, and people with similar demographics. Your network is Customers are most influenced by what probably already full of people who can be minor influencers by speaking to their friends their friends and family do and like. and family about your product. We’ll discuss how to get them talking a little later, but for Tools like Sysomos Heartbeat can help you now, don’t discount the local influencers in identify these conversations so you can add your network. the influencers to your social networks and begin reaching out to them.TIP 3 Recognize and Reward Your Influencer Everyone likes to feel special and in-the- Asking your followers to re-tweet or “Like” know—to be that friend who’s always able something you post for a contest entry to recommend the next new thing. And social or coupon is a good way to get a lot of media influencers are no exception. Your quick mentions—just be aware that most outreach strategy should include tactics for of these people may fade away after the recognizing and rewarding important players initial excitement. If you want to keep them in your social media circle. Consider creating engaged, keep giving them topical, timely an influencer network whose members get rewards and information. first crack at special content, deals, offers and news as well as free demos of your product or service. You can also tap particularly Give your influencers first crack dedicated influencers for feedback about new at special content, deals, offers products or services—brand loyalists will love and news. to feel like they’ve had an impact. Big social media blitzes are good for sharing big news, but the strategy shouldn’t end after the first burst of interest. HOW TO GET SOCIAL MEDIA INFLUENCERS TALKING ABOUT YOU 3
  4. 4. TIP 4 Be Personal Everyone likes the one-on-one touch. but will also tell you how long they have been Engaging a social influencer, especially one discussing the topics. Be patient and tactful: with a big readership, is a lot like reaching out It takes time to build relationships to the point to a reporter or journalist—but there are a where you can start putting your product in few differences to keep in mind. For instance, front of these influencers and ask them to influencers are deeply passionate about their promote it. topics and probably know more about your market than you do. They will ask tough Remember, influence online is a two-wayPick three to ten questions, and you have to be prepared street. Your influencers have helped you outinfluencers a to answer them. by talking you up—keep the relationship going by giving them a mention. For example,week to mention Learn about their interests and engage with try picking three to ten influencers a week toon your blog them on their turf and on their terms. A social mention on your blog or other social mediaor other social media monitoring tool with historical archives platform. Feature influencers with a rangemedia platform. will not only inform you about what topics of reaches—your smaller influencers will be these influencers posted or commented on thrilled to be mentioned with the big names. TIP 5 Tailor the Tactic to the Platform Influencer behavior on Twitter doesn’t look a contest with a shareable social good— the same as on Facebook, Google+, Quora, everyone knows someone with a college or any of a hundred blogs and social student in the family. platforms. Twitter’s reach is at its best with short, pithy updates that can be re-tweeted. Update your Twitter feed no more than once Update your Twitter feed no more an hour (except to carry on conversations), than once an hour, and no less than and no less than once every business day. once every business day. Facebook users update less often and influencers are much less likely to share Other social media sites reward different something purely commercial, for fear of tactics. On many blogs and discussion losing readers. Facebook is a great place platforms, becoming part of the dialog is for games and shareable experiences, and the best way to engage users. Don’t forget especially socially conscious initiatives like to cross-pollinate. Share great blog posts donation programs. Dr. Pepper’s Tuition (with your comments) on your Twitter feed, Giveaway is a great example that combines and share a great Facebook photo on Pinterest. HOW TO GET SOCIAL MEDIA INFLUENCERS TALKING ABOUT YOU 4
  5. 5. TIP 6 Keep Up with the Social Media Conversation Being an integral part of the social media That sort of personality isn’t right for every conversation in your industry is a great brand, but every brand can benefit from way to get influencers talking about you being part of the conversation. Share industry organically. JetBlue on Twitter is a particularly news, your reaction to it, and what you think good example of this—the airline is an engaging it means for the future. If a competitor does presence in the conversation between frequent something impressive, give it a compliment. flyers and other travel companies. Its Twitter Be gracious or snarky on your social channels, updates are youthful and cheeky, just like but don’t shy away from having an opinion. its brand, and JetBlue is not afraid to say That’s what keeps people thinking and talking something a little sassy to its competitors. about you. Don’t shy away from having an opinion. That’s what keeps people thinking and talking about you.Influence is Always ChangingThe social media conversation— of influencers fresh, understand how all marketing initiatives, and even theand even the platform where it’s they’re talking about you, and continue future of your company. Engaging withhappening—is constantly evolving. to grow your network. social media influencers takes timeSo are your influencers. Just like in and attention, but it can pay hugethe old days, there’s no substitute for Watching who your influencers are dividends in highly credible buzz aboutgood relationships to drive sales. Use and how they are talking about your your brand, increased sales, and newmeasurement tools to keep your pool brand and your industry can give you customers and customer segments. valuable information that can affect HOW TO GET SOCIAL MEDIA INFLUENCERS TALKING ABOUT YOU 5
  6. 6. About SysomosSysomos, a Marketwire company, brings business intelligence to social media, providing instantand unlimited access to all social media conversations to quickly see what’s happening, whyit’s happening, and who’s driving the conversations.Through the use of contextual text analytics and data mining technology, Sysomos collects datafrom blogs, Twitter, social networks, forums, video sites and major news sources.Our products give you the ability to quickly discover the tone of the conversations and identifysentiment by gender, age and location. PHONE WEBSITE 1.866.483.3338 sysomos.com SALES/GENERAL INQUIRIES BLOG contact@sysomos.com blog.sysomos.com MEDIA INQUIRIES TWITTER media@sysomos.com @sysomos FACEBOOK facebook.com/sysomos HOW TO GET SOCIAL MEDIA INFLUENCERS TALKING ABOUT YOU 6