5 inside outside
DESCRIPTION
Understanding how influence can be used in your social media marketing strategy requires analysis of the people inside and outside your community and the themes and trends with within which they are influential. Learn how to identify the content and people who will amplify your engagement across the communities you are trying to reach!TRANSCRIPT
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Activating Influencers in Context
Part 5 of “The 3rd Age of Social” eBook GET THE FULL EBOOK
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Relevant influencers will be in and outside of your following – understand the difference
Target group(s)
Your brand community
All people Outside influencers People outside your
community who influence • your target group • other influencers • your community
Target group People to turn into
customers or advocates – they might
be followers or not!
Inside influencers People in your community who
influence • your target group • other influencers • your community
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Identify trends within the different groups
Be discerning about the context of the followers you’d like to market to both inside and outside your brand and be selective about the trends utilized to reach out to them. Twitter and other web apps such as Trendsmap can tell you what’s trending globally or within more specific geographic parameters. But if you really want to target the right people, you’ll need to drill down even further and tap into the trends which are specific to people who are going to be your next brand advocates.
Interesting, but not immediately actionable, and not sophisticated!
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Two examples of finding the right trends
Globally the top trends might be #royalbaby or #superbowl or in the UK they might be #ashes, #wimbledon or #murray. But these may not be trending among the type
of followers which matters to you!
B2C company Oreo anticipated that their followers would be interested in the Superbowl.
A B2B tech company may have followers with more specific interests.
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A misjudged reference to a trending event can quickly backfire. You could find yourself trending but for all the
wrong reasons…
Be discriminating…
Be selective about the trends you choose to champion and sensitive to the trend context you’re positioning your brand in.
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…and strategic!
The hashtag cloud below is a snapshot of the trending topics in the community of a company which deals with broadcasting films. Engaging with #Freebiefriday or competitions might target the highest number of followers but targeting #sdcc (San Diego Comic-Con) or #starwars would be a far more strategic choice.
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