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Social Media Influence

Destination Marketing and Social Media: Why Not Join Forces?

Courtesy of the Okinawa Tourist Information Website

Our social media for the hospitality industry expert Debbie Miller has already touched upon how destinations can better leverage social media. However, if you think about it, how are you not only going to get people to come to your destination, but also where are you going to have them stay or eat? More than anyone else, destination marketers should be reaching out to ecosystem partners and joining forces in being proactive in engaging with relevant and active social media users. I recently participated as a Brand Ambassador for All Nippon Airways (ANA) on one such “brand mashup” between ANA …

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Influencer Marketing: One-Night Stand or Long-Term Relationship?

All Nippon Airways is an example of a brand building long-term relationships with their Brand Ambassadors.

As influencer marketing has risen with the likes of Klout Perks, exclusive Kred events, and the rise of Social Media Brand Ambassadors, there is one thing that strikes me as contradictory to the whole concept of social media marketing: If social media is about creating long-term relationships of value, why do so many companies target influencers for one campaign and move on? As others who read this blog already know, some of the contributors here, including myself, have been the recipient of exclusive giveaways through Klout, Kred, PeerIndex and direct outreach from brands. What’s interesting, though, is that rarely is …

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Social Media Influence: For the prosumer, the context will always be the queen!

Social Media Influence: For the prosumer, the context will always be the queen!

In the past few years a number of start-ups, such as Klout, Peerlndex and Kred, have been offering Web applications that make it possible for companies and organisations to identify the most influential social media users. These analytical tools, based on private algorithms, help to identify those users that are the most active within the social networks, and award them a specific social score, depending on what metrics they use. They gauge these users’ activity and their level of commitment on the main networks (Twitter and Facebook) and work out the influencers’ social capital. The amount of influence exerted within …

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Social Media Influence Marketing : When the User Becomes the Ambassador

Social Media Influence Marketing : When the User Becomes the Ambassador

«Cadillac ATS vs. The World» : A Web-TV series and multi-plateforms campaign Through the Cadillac brand, General Motors has been able to build a name for itself based on unwavering leadership and authority. For over a century, Cadillac has been listed as one of the leading brand manufacturers. For consumers, it’s the symbol of quality. “We don’t just make luxury cars. We make Cadillacs.” Winner of the prestigious, annual “Best Road Vehicle in North America” award from the North American International Auto Show (NAIAS) in January, the new Cadillac ATS continues to accumulate awards and rewards. In July 2012, General …

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What Your Marketing Efforts Lack: Leveraging Latest Content Consumption Trends

What Your Marketing Efforts Lack: Leveraging Latest Content Consumption Trends

Last January I wrote about the challenges of capturing the consumer’s attention. The problem is that your customer is a moving target – both literally and figuratively.  It has been a little over a year and in that short time technology has been on a forward march, and content consumption habits have evolved. While many of the challenges I described then still relate, new obstacles are emerging. Things that haven’t changed are the need to be relevant and interesting.  But this is not enough – the sheer amount of info and media choices continues to frustrate both users and content …

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Why You’re Not Getting Traffic From Social Media

Why You’re Not Getting Traffic From Social Media

Many people are very quick to dismiss social media as a viable source of website traffic. There are lots of debates among marketers and business owners alike regarding the success of social media from this point of view. But social media works. It’s just a matter of doing it right and having the right content. What does social media do for businesses? Social media is not just about driving traffic to your website/blog, it has many other benefits: it builds your brands’ awareness (and reputation), it’s a great customer service management tool and it’s one of the easiest ways to …

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What is the Best Time to Post in Social Media?

What is the Best Time to Post in Social Media?

A lot of time and words are spent emphasizing the quality of your social media content.  Great, well-written text plus strong imagery drives traffic, generates subscribers and brings in the bucks, or as the social media lexicographers euphemistically call it, conversions.  Once you compose that scintillating Blog Opus No. 6 in D Minor, a Facebook revelation destined to be re-shared by millions or the tweet sure to be heard ‘round the world, up comes the next question: when to post? Since the early days of social media (which still isn’t that long ago), people keep asking what’s the best time. …

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Extraction Byte: Mining Social PR Elements from the Masters of Disaster Commandments

Extraction Byte: Mining Social PR Elements from the Masters of Disaster Commandments

“…when responding to a crisis, the mission is to restore trust. The response to the crisis is what is known as crisis management. The tale of what you do to manage the crisis—and, in particular, how fairly you are treated going forward by those audiences who will be judging you—is called damage control.” Masters of Disaster: The Ten Commandments of Damage Control, p. 22 Extraction Byte backgrounder Evolving into a social business is a learning experience for all. Don’t be taken in; no one has all of the answers. Rather than be definitive, what I prefer to do in this …

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Influence Marketing : The Strategic Impact of TOP Charts

Influence Marketing : The Strategic Impact of TOP Charts

The History of TOP Charts If we can credit the music industry for giving birth to the first popular TOP charts, the phenomenon wasn’t unique to the industry for long. Film’s box office results and literature’s list of best-sellers quickly followed suit. These two cultural sectors ended up being among the most successful ones from the 1940’s and 50’s. A few years later, new mass media such as radio and television entered into the world of charts with the results from BBM (Broadcast Bureau of Measurement) surveys. For each of these new twentieth century industries, influencer’s charts and lists have …

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State of the Union Facebook 2013

State of the Union Facebook 2013

Ah … Facebook.  It’s been a spectacular 2012.  You blew through 1 billion users and went public.  Your stock cratered and fought back to respectability.  You bought Instagram, revamped Offers, made Gifts functional, and expanded our advertising options.  You jammed us with the Timeline, freaked us out with Instagram’s new & scary Terms of Service, gave us the opportunity to vote on privacy policy changes, and then took it back.  Some might call you schizophrenic, others adventurous, and others self-interested. No matter what you call it, the truth is that 2012 was a banner year for Facebook.  Steadily through the …

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Access Byte: Resolve to Make Evident Your Business Connectedness Through Social PR

Access Byte: Resolve to Make Evident Your Business Connectedness Through Social PR

As 2012 draws to a close, one would think being “social PR” accessible would be a no-brainer for the majority of B2C and B2B businesses, public utilities, charities, non-profits, governments and other formal organizations. There is much to be gained and little of value to lose in adding deliberate, considered social elements and hires into your integrated communication efforts and mindset. So rather than provide predictions for 2013, I’m going to share two of my main observations from 2012—one related to platforms, the other to people—specifically in regards to strategic social PR. Observation #1: Networks, narratives and platforms  Regarding accessibility, …

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Why the Year 2013 Will Belong to Influence Marketing

Why the Year 2013 Will Belong to Influence Marketing

No one can predict the future; scientists can’t, the Mayans couldn’t (despite having been the ones to invent the language of binary computing.) On the eve of 2013, one thing is certain: our digital lives will continue to accelerate. Fortunately, the holiday season affords us a much needed break and allows us to take stock of the past year and learn some of its lessons in preparation for the year ahead. The pervasiveness of mobile technologies and social media and their increasing impact on all aspect of our lives can certainly be viewed as one of 2012’s highlights. The beginning …

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Generation C : Prosumers and Maturialism

Generation C : Prosumers and Maturialism

In recent years, several aspects of society have been transformed by new Internet technologies. Today, mobile and almost unlimited access to information coupled with the tremendous potential of media streaming provides connected consumers with a new power to influence. These new user-consumers benefit from the value of their recommendations and the viral nature of word-of-mouth endorsements to assert a more active role in the sales process. These prosumers, which consist of the new Generation C, now exert a major influence on companies and brands. (Read also : Social Media Influence : Understanding the New Generation C ) From Alvin Toffler …

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Generation C : Where The Customer Finally Becomes The King

Social media influence from Generation C will change the way business is done.

In the era of social media and the socialization of organizations, consumers are now more than ever true kings. While access to an economy of abundance and new technologies promotes online consumerism, brands are nevertheless struggling to find innovative ways to establish new, trusting relationships with their customers. They need to learn to exchange ideas and communicate more openly, and increasingly involve consumers in their processes. Because they are frontline users, Generation C’s influence on others represents major stakes for advertising companies. They can end up being the best ambassadors or the worst critics. Companies need to integrate new marketing …

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How To Define Influence In Social Media

How To Define Influence In Social Media

From Machiavelli to Robert Cialdini, the notion of influence has continued to fascinate the general public and professionals alike. Even thought leaders have analyzed and scrutinized the concept hundreds of times over, its definition is always dependent on the context in which it’s being used. From Manipulation to Influence Very early on, in the 1920’s, the main cultural and media industries started to build and develop on the basis of popularity. Box office films, lists of bestselling books, records on the hit parade as radio and television ratings, were all a part of industries that benefited from the tremendous appeal …

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Social Influence Marketing : A New Science To Develop!

Got Klout?

Social Influence Marketing : A New Science to Develop! Since 2009 and the lightening-speed emergence of Klout, the concept of online influence has evolved a lot. The approach used by early adopters has rapidly evolved from being quantitative analysis (like Klout and other currently available online tools) to more qualitative metrics (based more on achievements). Suddenly, the importance of social scores take up much less room in the debate, and interest has immediately turned to the recommendation of ambassadors who represent a greater value for company name brands (see: Social Media Influencers or Social Media Ambassadors : What Is Their True Value ?) …

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13 Experts Chime In on Klout’s New Algorithm to Determine Social Influence

Does Klout's latest changes to their scoring algorithm raise the art of influencer marketing to a new science?

Social influence matters to businesses. After all, the promise of influencer marketing that engaging with those who have “influence” in social media can help to more effectively sell more products or quickly gain significantly more brand awareness is the holy grail that any business would want to chase.  As more users join and spend more time on the various social media websites, and as more companies ramp up their social media marketing budgets, we can only assume that social media influencer outreach campaigns will increase. That’s why whenever the most famous of the platforms measuring social media influence, Klout, announce …

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Social Media Influencers vs Social Media Ambassadors: What is Their True Value?

Social Media Influencers vs Social Media Ambassadors: What is Their True Value?

At a time when the biggest social networks (Facebook, Twitter, Google+ and Pinterest) are starting to make a move towards e-commerce, the subject of influence marketing is more than ever a major issue for most companies. Traditional advertising barely has an impact on purchasing and word of mouth and peer recommendations (P2P) have emerged as the new determinants for the connected, Generation C consumers. Brands are realizing that in order to have return customers, they need to change tactics and adopt a more “social” approach before promoting their products and services. Marketing agencies now recognize the impact of social media …

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E-REPUTATION: An Achilles Heel for Businesses?

E-REPUTATION: An Achilles Heel for Businesses?

CORNERSTONE OR STUMBLING BLOCK? In my first article for Windmill Networking, I wrote that new Web technologies made it possible for anyone to become an influencer within their network. I mentioned the case of Canadian guitarist David Carroll and his dispute with United Airlines and his “United Breaks Guitars” viral video that turned him into a celebrity. (Read: Social Media Influence: How a Nobody Can Become a Somebody). Inversely, there is no shortage of examples of professionals who have had their careers destroyed by an online reputation gone wrong. Many companies, even some of the bigger ones, have lost a …

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Social Media Influence: Understanding the New Generation ¨C¨

Social Media Influence: Understanding the New Generation ¨C¨

Generation C and User Influence To understand what’s at stake when considering the influence of social media, companies and organizations must first try to understand user motivation. In the era of social networks and mobile communications, new Internet users are taking the reins of a new economic power; this power belongs to Generation C. This new generation isn’t delineated by age or demographic evolution. Rather, as Trendwatching magazine (who launched the concept of Generation C in 2004) defines it, it’s a new generation of social network and mobile technology users – connected consumers – who benefit from on-line tools in …

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