Generation C by Raymond Morin & Neal Schaffer

Author:Raymond Morin & Neal Schaffer
Language: eng
Format: epub
Tags: Business & Economics, Corporate & Business History, Business & Economics, Marketing, Business & Economics, Consumer Behavior
Publisher: FriesenPress
Published: 2017-12-18T14:22:43.670905+00:00

Obtain collaboration of the influencers by gaining their confidence

To get the collaboration of influencers (micro-influencers and opinion leaders), companies and organizations must first gain their trust. Trust is built over time through long-lasting and profitable relationships that will be established between each of the parties. Also, before soliciting opinion leaders, or ambassadors and community leaders), and discussing collaborations with them, entrepreneurs and leaders must first seek to understand their motivations.

Opinion leaders are not publicists or journalists, in the pay of a media or a company, but rather independent professionals who have developed skills over the years and deserve the authority that, we recognize them in their environment. Becoming a leader in its sector requires a great personal investment. These skills and reputation, hard-won, command a certain respect from the brands.

In the relationship with these influencers, the first step obviously is to clearly define mutual expectations from the outset. To avoid wasting them time, and losing yours, clearly define your goals, and ask yourself if the influencer may be able to respond to them. Analyze their contents, and their conversations and exchanges, and see if it matches the type of message you want to send. Also make sure that they are active and present on the platforms where you want to reach your customers. Since there are several types of influencers, brands will not maintain the same type of relationship with ambassadors (employees, partners and supporters) as with opinion leaders, as Neal (Schaffer) points out in Social Business Journal - Influencer Marketing, by Cision: “Employees, partners and supporters, who already share some affinity with the brand, represent excellent ambassadors for betting, while influencers, because of their influence in their community , may have no affinity with the brand, and yet prove to be a lever to reach a wider audience”. It is therefore important to understand who we are going to address and in what context the relationship will develop. And for professionals and CEOs who want to penetrate the “sphere” of influencers, affinities will become even more important because they will have to invest more personally in them.

Initially, sharing and commenting influencers’ content can be a good way to engage in conversation and exchanges. Since they inspire you (since you have already identified them as influencers), it is normal to want to share their knowledge in your network. However, you must respect the rules and the basic ethics of the bloggers code. For example, if you relay their content on your network, be sure to mention all credits (even if they do not necessarily appear with the sharing tools). If you are inspired to create new content, make it clear and make sure to include links to the original source. If you quote excerpts, or translate their words into another language, do it in the best way, and be courteous; ask them permission.

For a business relationship to be successful, it must be profitable for both parties. It is the rule of reciprocity that applies. With

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