A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is – Scott Cook, co-founder, Intuit
There has been a paradigm shift in how people discover, read, and share news, information, and content. The centralized mediation of traditional media which allows people to only observe – has been rapidly replaced by distribution mediation, allowing people to publish on an endless array of social media platforms where people share experiences, connect, make buying decisions and create influence.
From a corporate perspective, spending time on earned media (what consumers say about you to promote you – be it positive, neutral or negative) is time well spent; but to be successful, you have to understand why people want to talk about you.
The benefits of identifying and then listening to consumers, blogs, bloggers and online portals cannot be underestimated. The first step is to identify relevant influencers that fit your brand identity (sports, culture, gaming, technology, etc.) and then contact them regularly in order for you to grow authentic relationships with them.
Influencers are the new heroes – but what actually qualifies you to be one? Athletes, artists, product advocates, social entrepreneurs, media and social content creators can all be influencers. Social content creators are a new-ish category, as you move into a new influencer category, be on the look-out for individuals who are focused on producing platform-specific video content, who have developed a loyal and engaged audience, and bring value as a content creator with a strong voice, and most importantly, bring a new audience.
- Ensure brand fit and attract new audiences
- Focus on relevant, reach and relationships
- Work long term and trust the influencer
- Focus on small creators and prioritise video