Thanks to social media, a shift in influence has taken place— evolving from a small group of endorsing celebrities to a few thousand influential individuals with high engagement scores, millions of followers, to ordinary consumers. This shift is having a profound effect on consumer buying behaviors, which increasingly are being driven by everyday people as they spread their influence across the nodes of their trusted networks. Technology has been the catalyst, changing the mode of influence by making it even easier for individuals to share opinions and content with their close friends and beyond.
Some companies have recognized the influential power that ordinary consumers hold and are targeting and engaging with them across various social media platforms and technologies. Other companies need to ramp up quickly, reaching out to individual influencers with compelling content to create distinction and competitive advantage. We help you leverage influencer reach to target your customers to effectively engage with your brand to drive meaningful outcomes.
Learn about existing social media technologies in the market. Facebook, Twitter, Pinterest, Google+ and YouTube are all popular and well-defined social media and Internet platforms. But it is equally important to keep watch for emerging platforms like Houzz and Instagram, as the landscape is evolving daily.
Seek to understand which segment of a company’s customer base interacts with which platforms. Identify what kind of content people like to share and when. Since these are ordinary consumers as opposed to paid influencers, they will share whatever they want whenever they want. Combining this information with demographics will enable companies to provide the right content at the right time and maximize the engagement.
Look at customer behavior at a given social media platform. If they are sharing third-party content, what are the sources? Options include internal brand and community pages, or external websites and tools. Figure out the sharing patterns of these customers in terms of what type of content is shared when and by which segment. If third-party tools are heavily used for sharing, companies can employ these tools on their websites and social media brand pages.