Six Social Champions from across Europe will share their tips, tricks and expertise, battling to be crowned #TheSocialInfluencer.
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Learn how to reach out and engage with consumers via social influencing.
The world of marketing has changed. It’s no longer enough for an advert to scream at consumers, or for a salesperson to tell them what to think. Modern marketers must ‘influence’ prospects, showing them how a product or service will solve their particular pain and how a brand will enrich their lives.
Social media is the perfect space in which to exert this influence, a channel where messaging can be pushed out without ‘shouting out’ - appearing in news feeds, ready to be consumed and more importantly, shared.
Is that all there is to influencing?
No - the holy grail of social media engagement is ‘brand advocacy,’ where your most engaged customers become a social media influencer. They recommend your products or services to others because they respect your brand.
This ‘word of mouth’ promotion is one of the most convincing marketing channels out there:
of people trust consumer opinions posted online.
of consumers trust online reviews as much as personal recommendations.
So how do you turn your customers into advocates?
By offering targeted, rich content that will appeal to them and that they will want to share. You should observe the ones who comment, download your eGuides and react to your calls-to-action. More importantly, you should look at what they share and who they share it with.
In turn, this can inform your future content plans, tailoring ever more specific content that will increase the advocate’s loyalty.
That’s great in theory – but how do you know if your social media content is effective in the first place?
The best social media strategies involve constant measurement and readjustment. Who’s reading your content? Is it driving conversations? And ultimately sales? Are there any ‘snags’ in the buyer journey which your content could ‘smooth over?’
But how can you prove there is a ROI from social media engagement?
It’s a question that troubles the CMO; the C-Suite always wanting to know how your social media strategy is delivering on its promise and when they can expect to see a ROI. Naysayers claim that it is impossible to measure the effectiveness of social media – but their cynicism is woefully misplaced.
Using the right software makes it easy to prove social media’s ROI. The right software allows CMOs to drill down into each customer and their engagement with your social media channels, as they journey through the sales funnel. It also allows you to identify a potential social media influencer.
Better still, the metrics will show you which aspects of your social strategy are and aren’t working, aiding your team to target future campaigns; thus boosting ROI even further.
Benchmark your social media marketing with our Social Champions! Register for our Google Hangout.
Author: Gregory Pouy
Even though relationships between brands and bloggers go back as far as 2006, this system remains terribly misunderstood. As Fast Company points out, in a world of jealousy, one is often afraid of the unknown. It is common to see fashion bloggers described as brainless idiots, wholly superficial and egocentric, who enjoy taking pictures of themselves because they have nothing better to do.
Author: Lilach Bullock
The words “social influence” sum up many connotations. Simply typing them into Google will bring up many psychological definitions and meanings, with the top ones being “changing minds” and “persuasion.” Let’s park the psychological descriptions for now… for me, personally, it turns me off and doesn’t resonate well
Author: Dick Raman
Isn't it a bit strange: "Who is the best social influencer?" It sounds like it is a competition. Even worse is: “Who can push his message best?"
Author: Henrik Sandberg
We have to measure how well we are doing on the social networks. If we don’t know that we can’t do it better. Okay, your big goal is to make more sales I guess. But there are some steps between social media and making sales.
Author: Ira Reckenthäler
There has never been a need for virtual town criers in the digital world. Anyone trying to brashly influence customers or blatantly push their own message not only falls short of the mark but is quick to earn scorn on social networks.
Author: Steve Welsh
Social influence, or social proof, is earned by demonstrating your expertise through connecting, engaging and giving value to the people who matter to your business.
Author: Mattias Drefs, Social Media Marketing Director, Oracle
Influencers are changing the face of marketing, particularly with their social media influence– but what is a brand advocate and how do they differ from a social influencer or a brand champion?
Author: Bianca Pauna, Social Media Coordinator, Applications, Oracle
Uncover what character traits you need as a community manager to stay at the top of your game in 2014 and beyond.
Author: Kimberley Brind, Global Social Marketing Leader, Oracl
There is one major hurdle between you and proving your social media strategy plan creates social media ROI – the C-Suite’s attitude towards it.
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