"For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling." – Simon Mainwaring
It is fairly common knowledge by now that successful digital media marketing campaigns are starting to rely on the effectiveness of social media marketing. Although the concept of social media marketing, with particular emphasis on Influencer Marketing, has been around for a while now, I believe that its increasing relevance and efficacy is because more people can access the internet on their mobile devices. The latest figures show that about 50% of the global population now have access to the internet via their smart phones or tablets.
Wow! Can you imagine all the extra consumers you can reach when marketing your products and services?
Influencer marketing meets social analytics
Before we look at the practicalities of how to extend your marketing reach via social media as well as social analytics for every influencer, let’s have a look at what influencer marketing and social analytics are:
In essence, according to Marketing-Schools.org,"Influencer marketing involves marketing products and services to those who have a sway over the things other people buy. This market influence typically stems from an individual's expertise, popularity, or reputation. Marketing to an audience of influencers is similar to word of mouth marketing, but it doesn’t rely strictly on explicit recommendations."
Furthermore, social analytics is a form of business intelligence which is used to identify, store, and predict, forecast, and respond to customer behaviour. Therefore, “social analytics refers to the collection and analysis of statistical, digital data on how users interface with an organisation, particularly online.”
Using social analytics to improve your marketing campaign
Have you ever wondered why search engines such as Google as well as social media platforms such as Facebook, seem to remember what you are interested in, or that they can predict what search term you are going to enter before you have typed the whole search phrase into Google?
Well, as much as these web developers would like to take the credit for knowing what you think before you think it, the reason why websites know about and understand your online behaviour is that the sites collect little pieces of information about you and your browsing habits.
This data is then analysed to provide the answers to many questions that website owners like to ask. In this case, the collected data is organised so that brand marketing strategists can make informed decisions about how to reach their intended consumer base. It is also important to note that local search engine optimisation or local brand marketing is becoming increasingly important. For example, if you own a business that services a local area, it is a waste of time, money, and effort to advertise your business across the globe.
Therefore, if you would like to know how effective your influencer marketing campaign is, as well as which influencers to approach to endorse your products and services, it’s a good idea to use social analytics to provide pertinent information on which you can base your decisions.