Digital influencers are the new black. They blog, tweet, friend, follow, digg, stumble and drive thousands of clicks and actions in real-time. With very little to follow in regards to rules, guidelines or examples, these pioneers of the social web have carved out virtual real estate and influence in an intangible world. One by one, they have harnessed the power of digital connection, quickly amplifying their voice and reach, and becoming the envied prize of brands and marketers all around.
Much like websites that rely on user-generated content, marketers and brands must learn how to harness the power of user-generated influence. Even marketers who have authentic digital influence of their own can’t work the web alone. So, from both sides of the coin: how do brands and marketers intelligently empower digital influence and how do digital influencers reap the rewards without selling out?
First we need to change our concept of marketing. We are no longer in the business of marketing to people. We are in the business of marketing with people. What do we all need, how can we all benefit, and what does each partner provide to the relationship? Our formative years of schooling taught us to play as a team, now it’s time to start using those skills.
Second, think mutual benefit and think relevance. If I am in the business of providing international news, I need to find digital influencers who are talking about international news and who want to be the first to break stories. If I create a relationship with those influencers, I am providing them value by giving them easy and timely access to quality content, and they are providing me value by giving me an authentic channel to my audience. The result is a win-win-win situation: it’s mutually beneficial for the company, influencer, and consumer.
Third, think content. There are many types of digital influencers and they each have their own set of needs. But, the one thing that ties everyone together is the need for content. Remember, the web is a black abyss without content. And digital influencers, like everyone else on the web constantly need things to say, pictures to post, videos to submit, contests to run, and so on. Understand what content you have to offer, cater it to address specific influencer needs – both in form and presentation – and make sure it gets to the right people in the right way.
On the flip side, digital influencers have their own reps to keep. Influence is built on trust and trust is built over time by providing valuable, timely and relevant content. Digital influencers do not want to lose their credibility, so, it is in their best interest to filter the information and content they receive and make sure it is in line with the expectations that their influence has been built upon. Marketers and brands must understand this perspective if they want to play ball in this game and harness the power of user-generated influence.
Rodney King really hit the nail on the head when he said, “Can’t we all just get along?” We sure can, Rodney. And when we do, the web will have its wheels greased and motors turning, and everyone from brands to marketers, influencers and consumers will benefit.
Photo Credit: ateabutnoe
Terry Lozoff is President of Street Attack, a non-traditional and digital marketing agency based in Boston, MA.
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tagged as digital influencers, guerilla marketing, social bookmarkers, street attack, targeting digital influencers, terry lozoff, unorthodox public relations
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