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Tag 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…

Time To Convert Your Social Engagement Into a Sales Funnel?

We’ve all heard the analogy of social media acting like a megaphone, digitally amplifying your voice to a large crowd. While this is technically correct, amplification  no longer the end-goal of social media marketing.  Well, at least it shouldn’t be. When we were first introduced to “Web 2.0,” marketers were excited about the fact that technology would…

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…

Social Media Has Killed Consumer Trust

“People trust people, not brand advertising.” For the last few years, marketing analysts and social media marketers have been sharing copious studies and statistics which reiterate that sentiment. They give credit to social media for this new reality and point to the “wisdom of crowds” effect, which references the observation that people tend to believe what the…

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…

Happy Customers + Smart Phones = Increased Sales

How many of your customers are using their mobile device appendages to capture photos? A study conducted by Edelman and Shutterfly this year reports that 81% of US photo-takers (people who have taken at least 10 digital photos in the three months prior to polling) have done so using their smart phones. Consider the fact that at…

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…

Online Customer Reviews – Are They Worth The Trouble?

  A New York City restaurant is learning a valuable lesson in social media marketing and community management this week.  Feast, a relatively new, yet popular, East village restaurant, finds itself at the center of brewing debate across social channels because of its reaction to a patron wearing Google Glass.  In reality, the kerfuffle can be attributed…

The Anatomy of an Advocate Development Campaign

Influence and advocate marketing, a popular and often contentious topic today, have been around since we first coined word-of-mouth marketing. When social media began to capture significant market share of the consumers’ voice, these strategies became more critical. As a result, new social media software evolved to identify, engage, and encourage those with a large and active…

Scariest Social Media Costume of 2014 Revealed

In honor of the season, we here at Sensei Inc. have decided to take a brief pause from our exploration of customer acquisition, customer development, and customer experience strategies to travel the world (OK, social networking sites) to uncover the world’s scariest social media costume. (Hey, we all need a diversion once in a while, work with…

Inauthenticity – Social Media’s Dirty Little Secret

According to a report by Small Business Trends this week, a group of SEO companies and small businesses in New York State were caught in a sting operation called “Operation Clean Turf.” Spearheaded by Attorney General Eric T. Schneiderman, the operation uncovered unethical pay-for-review programs. Un der the guise of “reputation management services,” SEO firms were offering…

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…

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…

Facebook’s New Emoticons: Fiendish Plot or Improved Customer Experience?

Last week, Facebook released a new feature that Slate magazine called a “fiendish plot.” It referenced the new emoticons that Facebook users can now tag their social status updates with.  Facebook, naturally, doesn’t advertise the new feature as a fiendish plot but a customer experience improvement, calling it “a new, more visual way for people to share…

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…

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…

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