Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing (Que Biz-Tech) by Danny Brown & Sam Fiorella

Author:Danny Brown & Sam Fiorella [Brown, Danny]
Language: eng
Format: mobi
Publisher: Pearson Education
Published: 2013-04-28T14:00:00+00:00

Figure 6.2 Customer life cycle

The challenge that social influence score-based campaigns have is that they engage a broad target audience based on keywords and the size of the influencer’s reach instead of attempting to identify where groups of prospects are within the purchase life cycle and move them to the next stage toward purchase. Let’s consider a scenario in which an appliance company introduces a new, high-end coffee machine into the market. Today, as illustrated in Figure 6.3, a marketer may choose to look at a social influence scoring platform to determine who has the highest score on the keyword “coffee” and related topics and create a campaign to solicit their advocacy. One of the more common tactics is to send those with the highest score one of their coffee machines to test for a period of time with the hope that they’ll share the product’s name and images with their social graphs, and, if they really enjoy the product, recommend it to those same people. This satisfies both branding/awareness and advocacy/lead generation marketing goals. Or does it?

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.