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Category Archive: Influence Marketing

Who and What Is A Micro-Influencer?

The term micro-influencer has become very popular lately. With the practice of influence marketing maturing (well, sort of), marketers are embracing concepts beyond Klout scores and “social amplification as influence” when designing influence marketing campaigns. Micro-influencer is one of those concepts.  However, the definition – like so many other things in this industry – shifts based on…

“The Fat Jew” and Instagram – All That’s Wrong with Influence Marketing

Josh Ostrovsky, otherwise known as “The Fat Jew” is quite a big deal these days (pun intended). Ostrovsky has amassed a large social media audience, predominately on Instagram (5.5 million followers) and Twitter (251,000 followers), through which he shares his humorous take on life. Often, these viewpoints are profanity-laced, lewd, and/or off-color comments and images, which have not…

Use Intent Data to Drive Influence Advertising Strategy

It’s no secret that your every click is tracked online; what sites you visit, what ads you click, and what articles you read are all stored by the likes of Google, Facebook, and their ilk in order to create buyer personas to which they may better serve relevant ads. However, despite the resources dedicated to creating these…

Manipulation vs. Influence – Becoming a Trusted Authority

Which is more influential, the message or the messenger? Salespeople have long understood that the likelihood of a proposal being accepted is largely dependent on factors such as the relationship between the salesperson and the buyer. This is such a universal truth that many sales executives refuse to respond to open Request for Proposals if they don’t…

Visual Influencer Marketing Is On The Rise, But Is It Worth The Investment?

Images, videos, infographics, and other visual content have become increasingly popular forms of digital expression for individuals and content marketing fodder for bloggers and marketers.  This content has spurred the growth of social networks in which such content is produced and shared such as Vine, Pinterest, and Instagram.  So it should be no surprise that advertisers and…

Three: The Right Number of Product Claims to Sway Consumer Behavior

Since Danny Brown and I published Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing,  the practice of influence marketing has continued to expand beyond simple social scoring. In fact, social ranking/scoring is all but dead (save for the popular “top XX marketer” link-bait blog posts that continue to add noise to…

Five Content Strategies for Advocate Marketing

  Marketers have long accepted the fact that successful content is that which is helpful to the business’s audience and not overt brand advertising. We know that if the content we produce is to be consumed and shared, it must entertain and inform our audience, instead of simply selling to them. As more and more businesses produce…

The Principle of Reciprocity and Influence Marketing

Within the study of the psychology of relationships is a principle called reciprocity, which speaks to the human need (and tendency) to want to give something back when something is received.  People feel a sense of obligation to do something for you when you’ve done something for them. Reciprocity affects us every day.  Have you ever: Invited…

Sony Finds Influencers Among Friends, Not Social Celebrities

Pursways, a new influence targeting software firm, has announced that Sony is now testing its new platform, which transforms a brand’s existing customer and prospect database into a customized social graph. It identifies actual relationships between people and empowers marketers with the knowledge they need to motivate action. People buy what their friends buy but how can…

Customer Decision Making Processes and Influence Marketing

At the beginning of this year, Judi Samuels, working for Our Kids Media, asked me to provide an overview of influence marketing for a group of business owners who were seeking to better leverage their online community to grow their business. What exactly is influence marketing? Why has it become such a hot topic for business owners?…

Influence, Ego, and Mob Mentality

This past week, Leadtail, a digital and social media services firm, released a report entitled: B2B Social Marketing Report: Marketing Executives on Twitter. It’s billed as a report that provides insights into how digital marketers engage on Twitter. Why is this report necessary? Well, Leadtail’s target audience seems to be firms that seek to capture the attention…

The Marketing Numbers Game – Alive and Well

With a war looming in Syria, it’s hard to not be fixated on news channels these days. I know I am.  During last evening’s news-channel-flipping I noticed that CNN was promoting anchor Piers Morgan’s twitter handle (@piersmorgan), which is nothing new or surprising. Twitter handles and hashtags in both the media and marketing campaigns have become as…

Beware the Growth of Influencer Factories

If you’re in a marketing or public relations function, unless you’ve been living under a rock these past few years, you’ve seen the explosion of social scoring and influence marketing discussions and debates online.  If you’re a business that relies on consumers for revenue, Influence Marketing (the practice of identifying how consumers make purchase decisions and effecting…

Chapter from New Influence Marketing Book Released for Download

As the official launch date of Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing nears, Danny Brown and I have been releasing teasers that highlight the work we’ve been doing over the past year. Our Google+ Community has been participating in our planning, conversations and video chats, last week we released…

The Influence Gap: Need vs. Solution

The topic of marketing accountability is a recurring theme here on Sensei Blogs and a personal passion of mine. The need for accountability in marketing was further highlighted in the results of a survey released last week by Sensei Marketing and ArCompany. During February 2013, we surveyed over 1300 marketing and public relations professionals to determine the…

Opinion Is the New Black in Influence Marketing

What does it take to sell a product today? Price, features, customer advocates, paid endorsements? A mix of all of the above could be the answer, but were does a brand focus its investment? What strategy should drive the marketing mix? The power of peer-to-peer networks, facilitated by the emergence of technologies and social media, has certainly…

Refocusing Social Influence Scoring

It’s clear that social influence scoring is not going away anytime soon – or ever – and so the debate over the validity of such scores and the businesses that provide them rage on. I know I’ve contributed my fair share of thoughts, dialogue, and rants on this subject and I have to say I’m rather tired…

Are You Trolling For Numbers?

Jane Perdue asked this question on her blog this week: “Are you trolling for numbers or meaning?” It’s a powerful question at a time where numbers seems to be judge, jury and executioner in our online marketing efforts. From simple numbers such the quantity of “Likes” and followers to numbers that purport to indicate one’s social influence…

Where Culture Derails Social Influence Marketing

During her 2005 tour of Japan, world-wide music superstar Madonna publicly praised Japan’s “Washlet,” an “intelligent” toilet that provides – among other features – posterior-cleaning water jets, hot air dry function, ambient background music and odour-masking technology. “I’ve missed the heated toilet seats,” the pop-diva promoted upon leaving the country. She was not alone in her praise,…

Get Off Your Ass; Identify Your Own Influencers

It’s becoming clear that social influence scoring is not going away anytime soon – or ever – and so the debate over the validity of such scores and the businesses that provide them rage on. I know I’ve contributed my fair share of thoughts, dialogue, and rants on this subject and I have to say I’m rather…

How Kred Changed My Point of View

My disdain for social scoring platforms is no secret. Not only have I expressed my opinions on this site, my perspective on – and experiences with – these tools have been widely written about in books, magazines and on other blogs. I’ve been interviewed on Web, radio and television broadcasts where I’ve shared those same views. I’ve…

Customer Experience is Influence

Closing out my series on the YinYang of Customer Experience (CX) is a brief argument that your best form of influence on new and existing customers is your business’ customer experience. Well designed, relevant and executed with decent timing, you exert tremendous influence over the decision-making cycle of your customers. The issue most enterprise’s have is that…

Community and Platform Influence on User Engagement

The continuing explosion of social media channels is creating a progressively difficult landscape for marketers seeking to engage customers, gather insights and identify true influencers and the nature of their influence over others.  As the audience becomes increasingly savvy and adept at multi-channel communications, I’m beginning to see a different tone and format used to share a…

Social Scoring, Misdirection and HR Recruiting

You’re not active on Facebook? You may not be qualified to work as an Engineer. Not Tweeting? Sorry, you can’t be hired in the Travel & Tourism industry. No Pinterest board? You’re future as a Chef just hit a major roadblock. To rational people such statements will seem ridiculous but in reality they’re not far from becoming…

Can You Be Influential While Under the Influence?

The debate around influence scoring and measurement has once again reared its ugly head with a new series of articles written in Wired Magazine, Forbes and Social Media Examiner, among others. Mark Schaefer also published a book recently titled: Return on Influence, which presents the online influence tracking service Klout.com as the future of marketing: low-cost, high-speed,…

Influence Suicide: The Next Global Pandemic

Influence-Suicide: [noun] the action of intentionally killing one’s influence. Instances of professional men and women committing influence-suicide are no longer a closely held secret. For the past six months, news articles, blogs and podcasts have been reporting stories of social-media-lites purposefully opting out of klout.com, the self-anointed standard of influence measurement. This disease, once only seen in…

I’m Taking Back my Influence; Opting Out of Klout

So after almost a year of complaining about the evils of Klout and its minions, I’ve finally been told to put my money where my mouth is. And I’ve accepted the challenge by opting out of Klout. Make no mistake, this is a business. As a business, I admire Klout. But I also firmly believe that Klout has…

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