How to use micro influencers to drive engagement

micro influencersBrands 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.

Top Swedish Facebook pages in May 2014

facebooklogo

I have received a sneak preview of the latest results from Socialbakers, regarding the results of the top brand Facebook pages in Sweden for May 2014. It also includes statistics for Youtube and Twitter channels. The Swedish beer brand Norrlands Guld has the page with the highest average post engagement rate.

Coop posted two of the three most popular posts in May
I am also happy to see that a campaign I have been working on at my job for Coop has two of the three most popular post on Facebook last month. The campaign called #ekolöftet challenged the 8 parties of the Swedish Parliament to reveal how they intend to support the growth of organic farming in Sweden. More on that in Swedish here: http://ekoloftet.coop.se/

This report will be published later today by Socialbakers.

 

may-2014-social-marketing-report-sweden

Image credit: Flickr mkhmarketing

 

Top Facebook pages in Sweden – February 2013

Socialbakers have just released statistics for the top Facebook pages in Sweden for February 2013. Some notes about the report:

– One of the top ten brands is actually seeing a decreasing number of fans: the candy Hallonlakritsskalle. It has seen a steady but slow decline for the last six months.

hallonlakritsskalle-facebook

– Just like in January 2013, three out of five top brands by post engagement rates are car brands.

– Four out of the five most socially devoted brands are telecom brands, compared to three last month.

– The #1 media brand by local fans, Vakna! Med The Voice, has lost more than 1,000 fans since the last report in January.

– The number of Swedes on Facebook is down from 4.9 million in January to 4.8 million (monthly active users).

top facebook pages sweden feb 2013

Burger King and Jeep turn Twitter hacking into PR opportunity

Earlier this week, the official Twitter account for Burger King was hacked and turned into a McDonald’s feed. Now, the same thing has happened to @Jeep. The Jeep logo was replaced with a Cadillac logo and the hackers tweeted things like “We got sold to @Cadillac because we caught our employees doing these in the bathroom” with an image of a bottle of prescription-only pills. Jeep soon got control of the account and deleted the tweets tweeted by the hacker.

For a brand, crises like these are of course serious, but handled correctly they can also become an opportunity. Often an account that is involved in a similar incident gains a lot of followers, thanks to the increased attention.

This time, both Burger King and Jeep turn the hacks into a PR opportunity by posting some clever tweets. Burger King seized the opportunity to send their wishes to a brand that was the victim of the same type of crisis, which showed a human side of the brand.

burger king hacked twitter tweet

Jeep cleverly responded with this tongue in cheek tweet.

jeep twitter hacked tweet

As you see, both tweets got loads of retweets and were marked as favourite by many followers. Also, note the dots before the Twitter handle, enabling all their followers to see the tweets, not only the ones that follow both accounts.

I’m lovin it 😉

Top Facebook pages in Sweden – Socialbakers report for July 2012

In the latest report from Socialbakers, the game developer Free Lunch Design is the Swedish brand with most fans on Facebook. As I understand, global pages such as H&M are not included in the local reports.

Vakna! med the Voice is the media page with most fans.


Top Facebook pages for Sweden July 2012 Socialbakers

There may of course be Facebook pages that are not included in Socialbakers’ database. You can suggest pages here.

Your Facebook page is a litmus test of your brand’s health

Since I started blogging in early 2004, I’ve heard over and over again how brands have lost control of their reputation. Power has shifted away from brands and towards customers, employees and other individuals. With new publishing platforms, ordinary citizens have gotten the possibility to voice their opinions and influence businesses and organizations trough social media. Nowhere is this more evident today than on brand pages on Facebook.

litmus test

Due to the sheer volume of individuals that are present on Facebook, any people that have a bone to pick with a brand will almost automatically gravitate towards the Facebook page of that company simply because of the amount of exposure that comment can get. Sure, you can still influence by writing blog posts and using other channels, but writing on the wall on a Facebook page is more direct, you feel like you are talking directly to the brand and its customers, right on its turf.

If you visit the Facebook page of a brand and it is nothing but a steady stream of negative comments, it will probably influence how you view this brand (see also my post about Chiquita on Facebook). Take a look at General Motors for example. I’ve written two blog posts about how Saab fans have turned the GM page into a big mess, while GM have done nothing. But GM have other problems on Facebook. People are complaining about everything from problems with cars to bad service. They are complaining about working conditions and the fact that GM killed off the Pontiac brand.

When GM wishes everyone a nice holiday, “fans” are responding with all sorts of negative comments, mostly about the decision by GM to cut Christmas bonuses for retirees. This post has 106 comments, at least half are probably negative.

General Motors comment bonus

It has now been more than two weeks since the first outburst of criticism from angry Saab fans and finally we are starting to see some activity from GM. There aren’t as many Saab photos posted as it was a week or two ago, but they keep coming. But maybe this incident pushed GM into taking a bit more care of their page than they previously did. Representatives from GM Customer Service have now responded to a few posts by fans and even the admin of the GM page has responded a few times.

A brand should not let critics run their Facebook page. If you are the subject of a smear campaign, like GM with the Saab story, you can’t comment on everything but you need to find a balance where you let critics comment but you don’t surrender the entire conversation to your opponents. As a brand, listen to the opinion and try actively to solve the issue.

Facebook has become an important driver of corporate reputation. If you don’t think that your Facebook page reflects reality, then you should do something about it. If you don’t, we are left to believe that this is how the world views your brand.