Monday, September 2, 2013
Social Media Notes
Ch. 1
Understanding Social Influence Marketing
Wednesday,
August 21, 2013
10:46 AM
Important Points:
Understanding social media's role in social
influence
Knowing what types of influences you're
marketing to
Coordinating your efforts with other types
of marketing
Moving beyond corporate marketing
FUNDAMENTALS
OF SOCIAL INFLUENCE MARKETING
What it is, how it works, & what it
means in the context of your other marketing efforts.
Social influence marketing- a
technique that employs social media
and
social influences to achieve an organization's marketing and
business needs.
Social media- context created by
everyday people using highly accessible & scalable technologies such as
blogs, message boards, podcasts, microblogs, bookmarks, social networks,
communities, wikis, & vlogs.
Content
created and consumed by regular people for each other. It includes the comments of people
have at the end of an article I own a web
site, the family photographs he uploads you a photo sharing website, the
conversations he had some friends of the social network, and the blog posts
that he publishes an other comments on. I. E. Wordpress.com
Social influencers- the everyday
people who have an outsized influence on their peers by virture of how much
content they share online.
But
the everyday people who influences the consumer as he makes a purchasing
decision. It can be a spouse, friends,
people at work, are even someone the consumer has never even met up in real
life. Simply, the people who influence
a brand affinity and purchasing decisions.
It
isn't enough to market to the consumer anymore; as a marketer, you have to
market to your potential customers' social influencers as well. And that's what social influence marketing
is about.
UNDERSTANDING
THE FUNDAMENTALS OF INFLUENCE
How
are people influenced in the real world?
People
are social beings and that’s how we function.
How
much a person is influenced depends on multiple factors.
Most
important product itself.
When
buying low consideration purchases or those with a small amount of risk, no
influence,
But
when considering how a consideration but this is something influences where
large role.
considering
the types of influencers
3
types
Referent influencers=someone who
participates on the social platforms.
Typically
they are in a consumer's social graph and implements brand affinity
implication decisions through consumer reviews, by updating their own status
and twitter feeds, implied commenting on blogs on forums.
Expert
influencers -an authority on the product that the consumer is considering
purchasing. also called key
influencers.
They
typically have their own blogs, huge twitter followings, and rarely know the
audiences personally.
Positional
Influencers- is closest to both the purchasing decision and to the consumer.
Also
called peer influencers sometimes, they
typically are family members or part of the consumer's inner circle.
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