Mishu & I share Influencer marketing and branding tips for businesses
Category: Influencer Marketing Strategy
Brands and companies looking to grow their social media presence and reach new markets need to have an influencer marketing strategy. An influencer marketing strategy should include working with paid influencers, creating brand influencers and advocates, and improving the brand social media profile.
Social Media influencers work hard – very hard. They need any edge they can get, and they need tools that can save them time, and can help them with faster, smarter and yet super sophisticated, customized deliveries. Here are a list of the 11 best Google Chrome extensions that I use for my Mishu.Underdog :
I use this tool many times a day to see where I am!
The No. 1 KPI for SMI* is engagement rate, which is usually calculated as the quantity of your followers, divided by the quantity of Likes and Comments per post.
As a SMI you want to keep the engagement rate UP up up so the social platform algorithm will make sure you show up in their users’ feeds. Socialpeeks is tool that I choose to display my account engagement rate, in real-time. All you need is to login once to their server, and from then on, clicking on their icon on the Chrome toolbar will display this:
Hire niche SMI* with the sole objective of getting feedback for samples received from the factory before placing a minimum quantity order with your manufacturer, and definitely before sending a new product to the Amazon (or Walmart) warehouse.
I have been there. I was an Amazon Vendor and really enjoyed it. What a journey it is! It’s exciting to build a small empire, your own legacy, with your own brand and various products and creations that you have envisioned.
From time to time brands launch media PR campaigns to complain that the influencers they hired “were fake.” For example, the following was promoted and mentioned on Google 255,000 times (that’s a quarter million!).
And Casper – the mattress company – stated in their S-1 filing, under “risk factors” that one of Casper’s disclosed risks is “the network of social media influencers it uses to advertise.”
For me, this is equivalent to them saying something like: “I’m making a decision to choose bad partners, and my partners – therefore – are a risk to my company.”
So, here is the question that needs to be asked (and let the debate began):
The influencers you hired are unethical – they did dishonest things (e.g. buying votes, sorry … followers)
You partnered with unethical.
Are you asking yourself why you hired unethical people/partners in the first place? Perhaps you should take a hard look at your hiring/contracting process and make the changes so it will not happen again.
Here are 5 things to look into and fix that can help you do it right next time:
Review your vetting process. Find out what you did wrong in the past and how you can avoid repeating it. I’m happy to advise you on vetting influencers.
Your name, your brand is EVERYTHING. And yet you entrusted it to unethical people. Consider putting a policy in place and a better process for external people who handle your brand messages.
Review your company social media account on Insta/LinkedIn/Twitter/etc and your BSMP. Do each of your company posts have at least 10 comments? If not, it’s a sign that your story is boring and people probably spend less than 3 seconds on your posts. It’s time to rethink your strategy and, if you can’t come up with a more creative one consider hiring someone new who can or taking a break from social. Don’t maintain social media accounts for the sake of having them if they don’t do anything for your brand.
And a word about “fake”… influencers are community leaders and so they mirror their communities and they mirror you, since you selected them. So, consider this: a. Are you leading by example on that topic? It is known that most brands have fake followers, including bots, and that they are possibly purchased. Is your brand on top of that? Do you regularly remove your fake followers, comments, and likes? Before you attack influencers, you should look at your own followers before you ask influencers to do the same. Because if you don’t do it, your community sees that and influencers see your behavior as an example! b. Are you using (or about to use) virtual CGI-generated influencers? Those are very cool and most of them are very successful in achieving results. But…they are “fake”… have you thought about that? In other words, be the leader in fighting fake, not by fighting influencers but taking care of your own accounts first.
Review the rest of your practices: Is it easy for people to remove themselves from your mailing list and email list? When you we visit your site do you invade our privacy by tracking our web activities? Are you transparent enough? Are you really caring? Do you celebrate your customers? Do you treat people as a means to an end? When people contact you on website, do you answer with an automated template or as a human? Lead by example.
Because, if you don’t answer those questions, if you don’t fix the problems, after your PR campaign against “the bad influencers” winds down, your company will still need to break through, and it won’t be able to.
Takeaway: Instead of hiring media to announce that “you hired bad influencers and you will fight against that” >>
Indeed, and this is not only the First Commandment for any social media-ist. Every time engagers are going out of their way from their daily activities and bothering to engage with you on your social media account, engage back. Such attention is so appreciated in today’s world and is really the essence of building lasting relationships on social media.
We all have at least one engager on social media, and those people are so important. But wait…
Everyone wants to be an influencer because they confuse influencers with the beautiful celebs who sail on beautiful yachts… It’s not the same thing though. Most SMI* are unknown to the public and yet they influence. The job requires so many working hours a day of content creation, photography, editing, re-editing, publishing, marketing and – yes – engaging all day long…
Brands: So we know by now that not having a presence on social media is like you… do not exist, since that’s where your audience is. Your social media account is your business card, your face, your talking point, your front-line, your border, your mom and pop, your puppy too.
Once you choose the right social media platform for the audience you want to reach, and you activate it, it’s…YOU. Make sure that from then on it reflects … YOU indeed.
Your communication with your audience should now be via social media. And so – for example – if someone sends you a DM instead of calling your phone, it means that they want a response via DM (= direct messages) and they most definitely do not want to call you. So make sure you address that.
And SMI*? They are community builders, they are the people (or pets) that build a community around the clock, around a (often niche) topic they are crazy about, such as:
"I love to travel to Asia so much" "Anything that has Orange in it" "My mutt dog is so cute at home" "We are proudly overweight" "I have an attitude at school and I'm not ashamed of it" "My respect for Gameboy is unlimited" "Let's talk about black holes" "I'm a bimbo" Etc.