mouth to mouth
mouth to mouth
New technologies, specifically information technologies, have changed our consumer habits, abandoning indolence and naivety towards brands and linking our purchasing decisions to the opinion of influential users.
Today, word of mouth plays a decisive role in purchasing decisions, but… How do we trigger it?
Influential Marketing, union of influences
Generating a marketing strategy with the help of influential people in the social network to make the most of the power of “recommendation” will help us get more people to access our brand.
Identifying influential users can be done organically, through comments and interaction with our brand, which is the ideal situation, or it can be done by establishing direct contact with them.
Influence today is synonymous with social action; Community Managers with consolidated communities of clients -converted and champions-, specialized editors with a large number of “likes”, “tweets”, “ins” and “+1”, are professionals with a measurable influence.
Influence today has its meeting point in the Klout index, which takes into account more than 35 parameters in its measurement and integrates the entire social network. It is evident that the closer the Klout index is to 100, the greater the influence.
Creating synergies
The objective is to transform these users into website development service advocates for our brand, taking advantage of their influence to express favorable opinions about our actions, thereby achieving greater penetration of our brand and greater conversion through “influence.” Influential Marketing is therefore a great ally in building brands on Social Media.
To take into account
Let us not underestimate the specific weight of reputations with organic growth focused on the quality of their actions. It is not necessary to have well-known and public figures to achieve an efficient strategy.
Let's not just focus on social media, it is important to invite our champions to events and other forums where issues related to our market are discussed.
It is important to frequently measure not only the scope of the actions of our standard-bearers, but also their reflection in our own influence. There is no doubt that having people of recognized influence puts us in a privileged starting point and increases the added value of our brand.
Conclusions, union of influences = brand growth
Online actions are carefully measured and evaluated, but... why do we measure influence or "social capital"? Well, clearly to offer brands the possibility of identifying those people who, due to their expert and segmented qualifications, can help us promote our brand on Social Media.
Launching a strategy blindly is certainly not the same as having brand ambassadors. Traditional marketing measured influence by “approximation”, while social networks quantify reputation in a segmented way…