Brands have been using social media influencers in marketing campaigns for a long time. As the practice has grown over the years, many individuals have become celebrities with millions of followers and they can charge thousands or tens of thousands of dollars for a social media campaign or even a single Instagram post.
As influencer marketing has become more expensive and sometimes less effective, many brands look at micro influencers as partners in online campaigns.
So how can brands use micro influencers to increase engagement online? In this webinar, digital marketing consultant Shane Barker goes through the process of finding, contacting and using micro influencers to drive engagement.
His definition of micro influencers is that they are:
Social media users with 1,000 to 100,000 followers
Specializing in a certain niche
Could be everyday consumers (they are very genuine, more down to earth, more like ourselves)
Some of the advantages of using micro influencers is their ability to engage, since their engagement rate normally is higher than for an influencer with a larger following:
Average engagement rate for influencers with fewer than 2,000 followers is 10.7% (source: influence.co)
Average engagement rate for influencers with 100k to 150k followers is 2.5%
Average engagement rate for influencers with more than 1 million followers is 1.5%
Watch the video above to learn more about how to use micro influencers in digital marketing campaigns.
My favourite photo app Instagram continues to grow and reached 400 million active users per month last fall. Many Swedish brands, celebrities and skilled photographers have been able to build huge followings on Instagram.
The 20 largest Swedish accounts added approximately 5 percent more followers last month (between Dec 4, 2015 and Jan 4, 2016).
18 Instagram accounts now have at least a million followers
You now have to have more than 100,000 followers to be among the top 100 Instagram accounts in Sweden. At least 18 of them have more than a million followers, not bad for a country of less than 10 million people. But then again, the most successful users all have an international audience.
The Swedish brand with most followers is H&M – 11.8 million (global account, they have several local accounts too).
Among individuals, PSG’s Zlatan Ibrahimovic and Swedish Youtuber Felix “Pewdiepie” Kjellberg are in a league of their own. Excluding businesses, the top 10 accounts in Sweden are (data collected on Jan 4, 2016):
At today’s Rethink conference in Stockholm, Christine Donaldson talked about her experience as an Oakley Women Brand Ambassador. Christine who is a musician and a skier uses social media to create a unique online persona in order to garner the attention of an online audience. She started using Youtube for her music and Instagram to show her passion for skiing. When she began to establish herself as a social influencer, brands began to approach her with suggestions of partnerships. Today she is an ambassador not only for Oakley Women but also for other brands.
For someone who is interested in building a personal brand her advice is to find a personal voice and make your content distinguishable from others.
Today, there are no or few passive audiences. Customers rely on peers and create content on their own. By partnering with social influencers, brands could reach customers in ways that hopefully increases trust in the brand. Or in Christine’s words:
“Use the tool of human experience to get customer attention.”
Ideally, a brand ambassadorship should:
Strenghten relations with customers
Influence people to buy your product
From her experience as a brand ambassador, Christine gave the following advice in regards to ambassador programs.
Steps in building a brand ambassador program
Find the team – how to find your brand ambassadors
Hold a contest (have applicants create content)
Use a hashtag (see who is submitting the best content, that is of value to your brand)
Invite relevant social influencers (if you already know who is influential, invite them to participate)
Create a relationship (approach them with interest and offer)
Provide a contract (make it official, sort out the terms that also allows you to terminate the relationship)
Promote interaction and support between ambassadors
Beware of robots
Never use robots to attract an audience (stay clear of influencers who are using non-ethical ways of building a following)
Provide value and build spirit
Hold a retreat
Offer fair product trade or value
Share ambassadors profiles on your web site
Use exposure as an incentive for quality content
Activate with ambassadors
Utilize ambassadors in owned advertising assets (video/photo shoots)
Feature as models in campaigns
Create community events for ambassadors to attend or manage (so that customers can meet brand ambassadors)
Ticketed events where ambassadors attend (for example interested customers can pay to learn skills from ambassadors, like skiing)
Give social media training and training on brand voice and values
Share campaign launch information so that ambassadors remain informed
Enforce a certain number of posts and collect data monthly
When brands start to engage with social influencers they can follow the ladder of social engagement, a model described by Tara Hunt. Read more about that process here.
Toy maker Mattel yesterday unveiled a makeover of the character Bob the Builder, with a taller, slimmer and younger look. But the new computer generated Bob has not landed well with the social media audience.
On Facebook, Bob the Builder has close to 2 million followers, but the page hasn’t been updated since January. Now would probably be a good time to start engaging with the audience again, since the page is attracting a lot of comments and most of them are negative.
“I like your new look as a deformed, child-faced freak.”
“Bob plz don’t get plastic surgery in 2015 u look fab as u are”
“God! Bob the Builder has been destroyed!”
The sentiment on Twitter is similar. Here are some of the most recent tweets:
Not sure I can write anything today after the trauma of seeing the rubbish new #BobTheBuilder Why, people? Why? *sobs*
Uruguay striker Luis Suarez is a controversial football player to say the least. His history of scandals on the pitch is lengthy and another chapter was added today during the FIFA World Cup 2014 in Brazil.
During the game against Italy, Suarez suddenly bit Italy’s Giorgio Chiellini in the shoulder. This was the third time he bit someone during a game as he had previously bit PSV Eindhoven’s Otman Bakkal and also Chelsea’s Branislav Ivanovic. Both times he got lengthy bans.
Suarez was immediately mocked on Twitter by football fans. And as often happens these days, brands also try to seize the moment and piggy back on trending events. McDonald’s Uruguay tweeted the following tweet tonight:
The tweet reads in English:
“Hi @luis16suarez, if you get hungry come and take a bite from a BigMac;) “
Reactions to the tweet were initially mixed but it quickly got thousands of retweets. What do you think? Genious or tacky?
Ever since Oreo tweeted that clever “You can still dunk in the dark” tweet during the Super Bowl power outage, brands have been looking at ways to capitalize on current news stories in social media. Most of them have failed, some miserably.
Real time marketing is apparently a tactic that includes a high level of risk.
Clever video from the 2014 World Cup by Stabilo
Sometimes though, organizations do manage link their brands to breaking stories in a positive way, like with this brilliant video from Schwan-STABILO, the German manufacturer of for example Stabilo Boss highlighter pens.
During the already classic 2014 FIFA World Cup game between reigning champions Spain and the Netherlands, Dutch forward Robin van Persie scored a wonderful diving header to level the score 1-1. The Netherlands turned the game around and beat Spain 5-1 in spectacular manner.
Stabilo immortalized the flying dutchman’s goal be recreating it in a flipbook video made with Stabilo pens. Very clever: