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:
  • 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 your digital marketing campaigns.

Sweden beats Nordic rivals in social media Olympics

The Olympic games in Rio 2016 are engaging large audiences in social media. However, some reports suggest that the volume of interactions in social channels are lower than expected. A survey of US viewers shows that fewer people are following the Olympic Games via social networks than had said they expected to.

But many people are commenting and sharing views on Twitter for example. According to statistics from Socialbakers, the US and Brazil are the countries that most people are tweeting about, followed by India.

Most interactions about Sweden
If we look at Twitter conversations about the Nordic countries, Sweden is clearly in the lead before Denmark (Aug 5 – Aug 16). Almost 100,000 tweets about Sweden and 57,000 about Denmark. There are significantly fewer comments about Norway and Finland. The peak for Sweden came after the women’s football team beat USA in the quarter finals on penalties.


(click for larger image)


More statistics on social media at the Olympics can be found here.

KLM and social media – how to become a social business

This week, I had the opportunity to attend the Engage 2013 conference in London, courtesy of Socialbakers. Among the top speakers, we got to listen to Lionel Lassalle, Social Marketing & Co-Branding Manager at KLM who talked about KLM’s journey to transform social users into customers.

KLM has been working actively with social media for quite some time, and the airline’s presence in social media jump started with the crisis management during the Eyjafjallajökull eruption in April 2010. It was not until then that the company really started to take advantage of social networks in communicating with customers.

“The ash cloud changed everything”, said Lassalle.

According to Lassalle, one of the key factors in becoming a social business is to be able to break down the silos and start to co-operate between different parts of the organisation. Also, for KLM, customer service is the backbone of the organisation in social media. The airline has the ambition to answer questions in social media within 1 hour and to solve customer service issues within 24 hours. Currently, KLM answers within 15 minutes (on average) and solves issues within 9 hours. Impressive.

The experience from the ash cloud crisis management led to the establishment of three principles that guide KLM in social networks.

KLM’s three leading social pricinciples:

  1. Service is sales
  2. Be cool to hang out with
  3. Don’t push, create stuff worth sharing

Social media can drive sales
One of the main take aways for me during the day was that we saw several examples where social media can actually drive sales. One project for KLM in the Netherlands increased sales with 30%. Also, Bruce Daisley of Twitter UK told us how sponsored campaigns on Twitter had shown that there can be a strong correlation between Twitter ads and sales. Some campaigns had been more than four times as effective as spending that additional amount on traditional advertising.

Becoming a social business
KLM has the ambition to be a social business and by relying less on stand-alone campaigns and working more with long term solutions, the airline has come a long way towards that goal. Here are a few more quotes about their social media strategy, from Lionel Lassalle’s presentation.

“We are connecting social media to our core business, which is flying.”

“We are heading to become a social business.”

“Social media is no longer a platform, it is integrated throughout the whole organisation.”

“From one side it makes our customer’s life easier, but it also constantly helps us to improve the quality of our service.”

And finally, about return on investment: “Is it worth the money? Hell, yeah!”

Below you can watch the entire presentation from Engage 2013.

NHL boss dismisses tweets about lockout as “uninformed ramblings”

NHL lockout 2012Maybe you’ve heard about the NHL lockout, an ongoing labour dispute in the North American hockey league NHL? As with any dispute between two or more parties, there is always a risk that much of the battle will be fought in public, traditionally in news media but nowadays also in social media. The public perception of your arguments may help you win the battle, so a good PR strategy is vital in cases like these.

In the NHL lockout however, social media doesn’t seem to be a central part of the league’s PR strategy. At least not if this quote by NHL deputy commissioner Bill Daly is representative of the strategy. Asked about the criticism on social media over NHL labour tactics, Daly said negotiating a new collective agreement (CBA) is still Job 1.

“We do not intend to abdicate that responsibility in reaction to uninformed ramblings on Twitter,” he said in an e-mail.

The NHL doesn’t seem to be able to get much sympathy for its case in social media and according to the article in the Globe and Mail, the NHL is losing the social media battle. It is not unlikely that it will effect the outcome of the dispute in the end.

Are young Australians getting bored with Facebook?

The recent IPO of social network giant Facebook is as most of you know, not going too well. The stock has dropped considerably during its first days of trading, which is also negatively affecting other listed social media brands such as Zynga. To add insult to injury, a new report from Australia reveals that young people who are on social networks are spending less time on them in 2012 than they did a year before. Average time spent on Facebook is lower this year than it was in 2011. Furthermore, more social network users predict they will decrease time spent on social media in the near future.

The report called The 2012 Yellow Social Media Report has surveyed Australian consumers and business to understand how they use social media. The figures below indicate that the two age groups that are the most frequent users of social networks (14-19 and 20-29), have already decreased their usage and feel they need to decrease even more.


The overall numbers also show that average time spent on social networks by Austalians is far less in 2012 than in 2011.


This is of course not a good sign for Facebook. Of course, total time spent on Facebook could still increase, but as markets mature and penetration levels out, it is vital that the average time spent on the site is not decreasing. It would be interesting to see if the pattern from Australia can be observed also in other countries. If you know of any more surveys, please post it in the comments.

Another interesting statistic from the survey is that among users age 20-29 in Australia, the smart phone is now the number one device for accessing the social networks.

australia-social-networks device used access internet

Full report here in pdf. Bonus stat: 5% of social media users access social media on the toilet.

The social media guide to Eurovision Song Contest 2012 – semi-final 2

Tonight is the second semi-final of the Eurovision Song Contest 2012 in Baku, Azerbaijan. To follow the different entries and their updates in social networks, see the list below. It is an extensive list of official Twitter, YouTube, Facebook, MySpace accounts and more. This list is even more complete than the links on the official Eurovison site. Have fun and may the best songs win.

Social media guide to Eurovision Song Contest 2012 Semi-Final (1)

Official Eurovision social media channels:


Twitter:!/Eurovision and!/eurovisionpress
Twitter hashtags: #eurovision #esc2012

Advert: Get your £20 Free Bet today! Place a bet on Eurovision 2012 at Unibet.


Participating countries, semi-final 2.

1. Serbia

Artist: Željko Joksimović

Song: Nije Ljubav Stvar





2. F.Y.R. Macedonia

Artist: Kaliopi

Song: Crno I Belo





3. The Netherlands

Artist: Joan Franka

Song: You And Me





4. Malta

Artist: Kurt Calleja

Song: This Is The Night





5. Belarus

Artist: Litesound

Song: We Are The Heroes






6. Portugal

Artist: Filipa Sousa

Song: Vida Minha




7. Ukraine

Artist: Gaitana

Song: Be My Guest







8. Bulgaria

Artist: Sofi Marinova

Song: Love Unlimited






9. Slovenia

Artist: Eva Boto

Song: Verjamem



10. Croatia

Artist: Nina Badrić

Song: Nebo








11. Sweden

Artist: Loreen

Song: Euphoria


Twitter hashtag: #loreen12p


Instagram: @loreenofficial:



12. Georgia

Artist: Anri Jokhadze

Song: I’m A Joker



13. Turkey

Artist: Can Bonomo

Song: Love Me Back








14. Estonia

Artist: Ott Lepland

Song: Kuula






15. Slovakia

Artist: Max Jason Mai

Song: Don’t Close Your Eyes






16. Norway

Artist: Tooji

Song: Stay




17. Bosnia & Herzegovina

Artist: Maya Sar

Song: Korake Ti Znam








18. Lithuania

Artist: Donny Montell

Song: Love Is Blind