Kate Russell - Influencing the influencers
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This document provides various statistics about digital trends and marketing strategies. It discusses the growing number of smartphone and social media users worldwide. It also notes decreasing attention spans and the rise of voice searches. Several statistics are presented about the influence of social recommendations on purchasing decisions and brand perceptions. The document then provides tips for marketers to engage with influencers and potential customers on social media in an authentic way. Examples are given of authors who saw increased book sales after collaborating with influencers.
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Kate Russell - Influencing the influencers
- 5. 5.8bn smartphones by 2020 2 billion people go online with smartphones Source: GSMA Intelligence 2016 Source: The International Data Corporation
- 6. Since 2000 the average attention span has dropped from 12 seconds to 8 seconds source: Microsoft Insights 2015
- 7. 20% of searches inside the Google App are now coming from voice Digital Assistant users will grow from 390m in 2008 to 1.8bn in 2021 source: Tractica
- 8. What does your brand SOUND like?
- 10. People are more than five times as likely to buy based on a social recommendation than through exposure to traditional forms of marketing 46% of Gen-Zers say friends recommendations & opinions matter when choosing a brand source: Uniquely Generation Z, IBM Institute for Business Value source: Brandwatch
- 13. • It’s not just about the numbers – check follower to following ratio • Dig a little deeper – check followers followers & geographical reach • Don’t just target social big-hitters – look for people who will engage with you • Build a genuine relationship – don’t just use them when you want something
- 14. They rely on hearing from marketing professionals to create original content
- 16. • Ask what contact channel they prefer • Personalise your approach • Attention grabbing subject header • Keep it brief and to the point • Offer something unique if you can • Manage your expectations
- 18. 7.8 million followers 10.7 million followers 11.6 million subscribers
- 19. A few days later…. ‘Beautiful Broken Things’ increased Amazon sales by 95% & entered the 100 Best Sellers list ‘Everything Everything’ jumped from 1,101 to 14th place on the The Bookseller’s Bestseller list ‘All the bright Places’ & ‘The Sky is Everywhere’ jump position in the charts by over 1000%
- 24. 600 million active monthly users Twitter only has 320 million active monthly users “Our Products look better using Instagram filters”
- 26. • Posted 4 photos of her L.A. life on Mother’s Day • Culminated in a giveaway where users commented on their mother’s best beauty tips • Resulted in 1,135 user-generated posts You can pick up lots of additional followers for your channel
- 34. The mailing list of your supporters remains live for future communications
- 36. If you didn’t screw up delivery of your previous campaign there is a high chance they will support you again
- 37. In 2012 Instagram was bought by Facebook for $1 billion… How many people worked for Instagram at that time?