Influencers. It’s a trending marketing term these days, and rightfully so. A quick search will lead to an abundance of tweets, articles, reports, and books filled with the reasons for and benefits of nurturing the influencers in your customer database. Yet, still we see so many clients struggling to sift through their customer database and segment those who are participators vs social advocates vs true influencers.
In a recent article, The State of Digital Influence 2013, Technorati Media’s recent influencer report is summarized quite nicely. Being that all of Dukky’s campaigns provide detailed influencer ratings and identifies the relationships customers have with the people in their social realm, we were thrilled to see this write up only adding fuel to the already growing influencer fire we’re continuously fanning.
“It’s clear to see from the report that social media – and, by association, influence marketing – is maturing, with expectations of true business results versus social amplification and scores leading the way.
This is great news for the platforms adding true value to the influencer space, and for the brands willing to look beyond scoring and simple metrics to a bigger conversation.”
Third party validation coupled with our client success stories proves if you’re not currently identifying and nurturing the influencers in your database – your marketing is missing out.
So why wouldn’t a business identify and nurture their most engaged and active customer base? The number one response from businesses we hear is “We know it’s important, but we don’t have the right tools and/or resources to do it internally. We have limited time and just haven’t figured it out.” Lucky for our clients (businesses and agencies), our platform was designed with those problems in mind. You don’t need to be among the elite to grow, segment, and nurture your customer database, you just need a simple platform that does all the work for you.
How to Identify the Influencers in your Database:
#1 – Run a Dukky Promotion
You should have guessed that would be our answer. All Dukky promotion’s include Share with Friend’s incentives and tools as a seamless step in the participation process on microsites. Our design makes it easy to share and by adding a simple share incentive for the customer, a campaign is sure to go viral. Houston, we have take off.
Once sharing has begun, the analytics dashboard is the next stop to be fascinated by as you watch activity, response, and the impact your influencers are having on your reach, conversion, and sales. As sharing increases so does your database. How much is a new customer worth to you?
Who you’ll Get to Meet in your Database:
Purl Responders- These people responded by going to the PURL from a direct mail piece or by clicking on a link in an email. They got to the site, but they didn’t fill out the form.
Participants- These customers arrived at your promotion (microsite) from purls, all marketing channels, and shares from friends AND they opted to participate by filling out the form. We have their data and can add them to our database now.
Social Influencers- These customers shared the promotion site with friends, their friends clicked on the links they shared, but haven’t participated by entering the form (yet!).
True Influencers- These are the customers who shared the offer with friends, their friends responded AND participated in your promotion.
The secret sauce in the today’s marketing world is equipping your team with the right tools to make their job doable. Influence marketing is easily attainable if you know which platforms (like Dukky) make it easy to launch and track multi-channel promotions and provide easy ways to access and nurture the influencers in your database.