The social media influence of power users – consumers
In recent years, influencer marketing in social media has evolved very quickly. Today, with advertisements blockers (Ad Blocker) and the ability to opt-out of ads, it’s challenging to develop relationships with influencers.
Companies and organizations by adopting influence marketing have restored consumer confidence, which has stopped declining with the advent of social networks. Today, nearly 90% of users will rely on the recommendations of their relatives, and influencers in their community and traditional advertising will have virtually no impact.
In 2004, the influential power of the connected consumers (also called Generation C) was revealed, and bloggers like Heather Armstrong (@Dooce), or as the Canadian musician Dave Carroll (@UnitedBreaksGuitar) emerged. Brands like Maytag and United Airlines received very bad publicity because of these influencers and the reach of their social network. Today, more than ever, social media influencers are proving to be the new marketing celebrities.
Organizations quietly regain consumer confidence
In 2016, there was an increase in consumer confidence in the companies and organizations. This can be explained by a greater involvement of all staff, starting with managers and leaders. According to the Trust Barometer 2016 recently released by Edelman, the consumer confidence level of companies and organizations which had stagnated below the 50 points since 2012, is quietly going up.
Because consumers are better informed, connected consumers are now proving to be true prosumers. So they expect satisfaction and quick responses by businesses responsible, capable and able to take the necessary actions immediately.
According to the study Edelman, 8 in 10 respondents argue that leaders must be involved in social relationships and over 60% report they now have greater confidence in companies to make changes. In 2016, it’s the credibility of the leaders that has experienced the largest increase in confidence, with an increase of 8 points:
According to the study Edelman, if the consumer confidence rate increases it’s because brands generate profitable economic growth for all (59% of respondents), they contribute to the quality of life in their community (45%), and allow everyone to become productive to society (40%).
A new marketing approach
As demonstrated by the study group AUGURE: In 2015, influencer relationship practices by companies and organizations have tamed the various facets of marketing influence, and now there are many benefits. It’s no longer limited only to return on investment (ROI). Over 90% (93%) of respondents say their influence marketing strategy has allowed them to get more visibility and gain a higher profile, 76% more customer loyalty and create 27% of new business opportunities.
To meet the expectations, and regain the trust of users – consumers, businesses and organizations integrate more influencers and ambassadors in the creation and promotion of content for the Web and social media. In light of the AUGURE study, it’s also clear that companies and organizations that adopt the influence marketing reap many benefits. According to research by the firm AUGURE, 67% of respondents stated that the greatest benefits they derive from their relationship with influencers is in the promotion of content, or co-creation of content (59%). And there is also growing influencer marketing for product launches (59%), and corporate events (45%). Today, in influencer marketing social media is the main broadcast channel and line of communication with clients.
Relationships with influencers in the social media era
Today, marketing with social media influencers not only a matters for public relations, and now must involve all staff; executives and managers to teams and employees, as the AUGURE study also shows:
Over the years, with the proliferation of platforms and access to tools for creating and publishing content, marketing influence is much more complex and involves multiple skill levels. The notion of influence in social media now requires a new approach to more integrated marketing. This new approach will be based on both science and data analysis, and the art of persuasion and communication.
Although the responsibility for influencer relations lies primarily with public relations, all other levels are now more involved in influencing marketing strategies. Companies, organizations, and all professionals on the web and social media, therefore, need to consider each of these aspects, and foster collaboration of different teams in achieving objectives. Everyone should participate in the strategic presence of the organization on social networks. If consumers have regained confidence little by little, it’s because they have seen greater involvement of businesses and organizations on social media. This is very good news and should encourage them to continue in this vein. It’s a step towards social transformation.
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