Tag Archives: marketing

If You Think A Cost-Per-Engagement System Is A Good Influencer Payment System Think Again

If You Think A Cost-Per-Engagement System Is A Good Influencer Payment System Think Again

paid-blogging

Businesses are looking to get the most out of their dollars when collaborating with influencers to marketing their brand. You hear it all day about ROI, Return On Investment. What are you getting for the money spent on a respective campaign. The playing field is still very fluid. From the FTC routinely popping up to flex its might and changing views on social media influencer marketing to influencers buying followers to inflate their asking prices it’s really a lawless space. One of the other elements that may be on the rise is CPE payment. Cost-Per-Engagement basically means getting paid specifically on the engagement criteria agreed upon. It could be the number of shares, likes, comments, etc.  Collective Bias SVP Holly Pavlika speaks on this matter and issues it could create a in a recent blog. Lets check some of that out then I’ll add my 2 cents.

There are definitely some pros to this model, so the appeal is warranted. CPE focuses the attention on influencer selection, the quality of their content and the importance of data. It also stops the misnomer that it’s all about the size of the influencer’s following, when in essence, study after study shows it’s the middle tier influencer who gets the most engagement.

This does not mean, however, that influencers should be taking the risk of uncertain income associated with the CPE model. Here’s why: for influencers, CPE encourages fraudulent practices that harm their authenticity and devalue their content. To boost engagement, influencers can game the system and enlist their communities to comment, click on links and share. They might buy traffic and likes, enable repeat-sharing, or even incentivize their audience to engage by using sweepstakes or giveaways. It’s contrived metrics at best.

*See the full Collective Bias Post Here*

As an influencer myself I can tell you it’s not the way to go. I work with Collective Bias and they operate on a variable per post system. Going into any campaign, once selected I know what I’m earning and that allows me to focus purely on the content requested for the job. Be clear of the roles in this arrangement. Brands hire influencers to press their products/service/events with honest engaging communication. Influencers work with brands to build their professional clout and make money. With that being said there is a balance that you aim for in terms of content quality and direct message sending. Anything that could distract from that is problematic. In this case the idea of financial uncertainty connected to the CPE model.

All of our time is valuable. I’d have no interest in putting in the time to research and review a brand only to have my pay left up in the air to the number of likes or shares it may get. Influence is not measured in those metrics alone and it does a great disservice to operate in that way.

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I don’t feel that all influencers would engage in shady operations under CPE but I think more would do so then currently are. Digital influencer marketing is already an uncertain space as is. Putting content creators in the position of counting every share and RT connected to their work seems like a sure-fire way to negatively effect the quality of work they put out. Brands to trust in the research that goes into finding influencers and truly identifying their influence so it’s not such a gamble on their part. No one likes having their money played with

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The Majority of Consumers Don’t Buy Celebrity Hype

The Majority of Consumers Don’t Buy Celebrity Hype

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From as long as I can remember watching TV, brands have looked to hook your attention and spark your interest in their products via the cosign of high-profile personalities and main stream celebrities. The celebrity endorsement is a class marketing method that essentially tries to tell you that if it’s good enough for this person then you should want it too and for years this has worked. Apparently, the present age of social media, viral stars and more direct customer engagement is rendering this approach to business a little obsolete with the millennials. Check out the info below via Collective Bias detailing some recent market data.

Collective Bias, a leader in shopper-focused influencer marketing, published results of a large-scale national survey investigating how U.S. consumers’ online behaviors impact in-store purchase decisions. The survey, fielded to nearly 14,000 adults in early March, found that 30 percent of consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity. Of that number, 70 percent of 18 to 34 year-olds had the highest preference for “peer” endorsement.

Infographics-LinkedIn-Led

Only three percent of consumers would consider buying a product in-store if it was endorsed by a celebrity, but celebrity testimonials were just one of the traditional advertising vehicles to rank low among respondents. Those surveyed cited TV (7.4 percent), print (4.7 percent) and digital (4.5 percent) advertisements as the least influential forms of communication when shopping for products in-store. The results point to a growing ineffectiveness of traditional advertising and the need for brands to embrace alternative forms of marketing to drive sales.

Society has a growing number of media options that enable them to avoid ads all together and even if they do watch them, their influence comes more from whats trending and buzz worthy online vs the new commercial drops on TV. It should be a lesson learned that at least with the young adults of the world you need connection on a relateable level over star power to seal the deal.

Source Info via CB 

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Is The Public Ready For In-Store Proximity Marketing

Is The Public Ready For In-Store Proximity Marketing

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Back in 2014 I did some early work with iBeacon technology at Duane Reade. This tech is location-based and used to notify users of information tied directly into where they are. Imagine your favorite store app sending you real-time discounts and promotions for the aisle you are walking through.  That movement is continuing and picking up steam. Brands want to be in your pocket and have easy access to your preferences.

Check out the material below and the link to the full article that dives in heavy to the field of Proximity Marketing and location-based technology.

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A recent Google survey states that a staggering 80 percent of shoppers are using smartphones to make purchasing decisions. Retailers and start-ups have taken notice, and the concepts of mobile location analytics and proximity marketing are emerging out of that.

Publications like Techcrunch and Adweek have articles of retailers launching Bluetooth beacon pilot programs almost on a daily basis. Some recent examples includeTarget, Country Market and Urban Outfitters.

But when you clear away all the buzzwords, what exactly is this shift we’re seeing? It’s the world customizing itself to you. The world is reacting to your presence, specific to you as an individual.

Proximity marketing is an exciting concept, but a lot of people are worried they’ll be inundated with spam if they opt in.

That is an exciting concept. Talking about this out in the world will get you varying reactions, from concerns about privacy issues to the idea that your phone is going to spam you with Viagra ads non-stop, but if you boil down the idea, there are some really compelling concepts here.

Personalization Is A Key Benefit

Let’s take a look at a form of personalization we all know about today. A husband and his wife have individual key FOBs for their car. When the husband gets in the car, the mirrors adjust, the seat slides back, and the radio station changes to his favorite morning radio station. When his wife uses the car that evening, the car returns to her preferences. That’s an example of very useful personalization. Now, imagine if a retail store could do that for you.

But the question that keeps coming up is: Will shoppers adapt to this kind of experience? If users don’t adopt the technology, hockey stick graphs will never happen for retailers. I think of a Sheryl Sandburg story I’ve heard during her presentations several times. When Caller ID first came out, users were scared by it. They thought the concept of knowing who’s calling before you picked up was creepy. Now, 20+ years later, we don’t pick up our phones without knowing who’s calling.The user’s perception of the technology completely flipped over a couple of decades.

***View The Entire Article Here***

 

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Entrepreneur Launches 1st E360 Conference In New York City

Entrepreneur Launches 1st E360 Conference In New York City

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Entrepreneur Media Inc looked to kick off its brand redesign with its first ever business conference E360. Within the confines of the gorgeous Hilton Midtown Hotel Entrepreneur served up a full day of business teachings, testimonials, instruction and inspiration from a wide array of successful self starters.

After morning registration and breakfast, Editorial Director Ray Hennessey opened up the day greeting the attendees and introducing Entrepreneur VP Amy Cosper. She would hold a very personal and powerful one on one with Award winning Producer, Artist and Innovator WILL.I.AM. Fielding questions from Amy and the people via Twitter, WILL.I.AM would share his personal motivations, driving forces behind his work and personal views on the current state of society and culture. One of his key points was his concern about the misuse of social media, which he calls “Dumb-Thumbing” and the under utilization of the Internet for educational purposes. One of the statements that stuck with me the most was the following.

Continue reading Entrepreneur Launches 1st E360 Conference In New York City

Blogging For Business w/ Experian (Storify)

Blogging For Business w/ Experian  (Storify)

 Blogging Business

I was really on top of my game last week if I do say so myself. In the midst of Internet Week I took some time to guest host the weekly Twitter #MarketingChat held by Experian. It’s an hour to share business tips and answer questions about various types of marketing. The subject of conversation was blogging for business. Social media is changing the way business is done and doing it right is a serious matter. I honestly had a lot of fun answering questions and sharing some of my personal views and how to blog successfully.

For anyone that missed the live tweet session hit the jump to view the entire chat via Storify. Check it out and please share it with your friends.   Continue reading Blogging For Business w/ Experian (Storify)

Otriad Creates Perfect Business Breeding Ground During MobileWeek

Otriad Creates Perfect Business Breeding Ground During MobileWeek

Otriad

This past week New York City played host to its’ 1st MobileWeek. For those of you unfamiliar with that, Mobileweek is a week long collection of sessions, conversation panels, pitch sessions and more targeted towards the field of mobile technology. This included a weekend long Hackathon that put app creators in competition for the shot at exclusive production products and event long publicity. With sponsors like Spotify, Meet Up and MobileAppTracking to name a few it’s a great opportunity for the up and coming tech pros to shine.

Originating from San Francisco, MobileWeek brought out developers and programmers presenting new and upcoming mobile apps and app based services. Along with them you had numbers of data analysis teams, marketing groups and social media influencers keeping an eye out for the newest thing to effect the digital world. In comparison to SXSW or Social Media Week which took place earlier this year Mobile Week is very tech heavy in terms of language and the focus being really on the nuts and bolts inner workings of building mobile technology. There was a need to create a common space that brought everyone together and allowed for the communication to flow smoothly between the technical participates and the more social media/communicative people.

Otriad

In my opinion there was one group that truly stood out to me in facilitating an ideal environment for networking and connecting business minds during this campaign. Otirad Marketing was the mind behind Decode NY which for me was one of the best events of the week. Writer and bloggers networked with new app builders who’s creations fit their existing needs. Chris Guess, winner of the aforementioned Hackathon received a lot of attention for is audio playlist request app Fiestafy.

After enjoying this incredible event I took a few moments to speak with Mrs God-Is Rivera the Director of Social Media & Content for Otriad.

“We saw an amazing opportunity to expand on the growth of Silicon Alley by allowing tech developers to introduce new innovations by directly socializing with the creatives that could best use their services…..It also kills the myth that developers are these anti-social, hard to work with people”

 

We were then joined by the Senior VP of Otriad who added a few words regarding Otriad’s successful blueprint .

“One of the keys to success as we see it is Investment in people. You can throw more money at situations but what gets results is are the people you have working with you and the level of commitment you have to each other.”  

That was great to hear because so many people don’t get just how value the people on your team are. Not simply as cogs in an emotionless machine but living components with their own wants, goals and ambitions. Otriad Marketing made a huge impression on me and I’ll definitely be keeping my an eye on what projects they’re working on in the future.

Otriad

Jason Francis | The Social Media Samurai

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The Samurai Joins The #Markerly Blogging Network And You Should Too

The Samurai Joins The #Markerly Blogging Network And You Should Too

Sponsored by #Markerly

#Markerly, influencer marketing, sponsored content

Steadily the reach of the Social Media Samurai extends and I want to share with you the newest network I’ve joined that was been quite a pleasant surprise. I’m referring to the Marketly Blogger Network. They’re a blogger based network that produces sponsored content for a number of brands and companies via influencer marketing.  I was pointed in their direction by the lovely Ms Sharelle Lowery of www.classyblackgirl.com and like everything else she brings to my attention it pays dividends.

There are A LOT of blogging networks out there. A lot more then I was originally aware of. With that being the case I’m always researching and checking out where my skills and voice would be best applied. Markerly is a very direct network with a user friendly application set up. You answer a handful of basic questions and then you get campaigns sent to you for you to engage or decline. I’m presently a couple assignments in and I love what I’m seeing. Not just is the system simple but the support team on the back end is very efficient. A business that replies to communications in a timely manner means a lot to me and Markerly was right on point with that. Speedy emails replies were flowing back and forth so I didn’t have to hold up my work.

Now as with any collective that I’m working with this a business so bloggers reading this want to know one thing. “How is the level of compensation?” Truthfully my experience has been that the compensation level varies on the campaign. It’s less then I’ve gotten for other post via other networks but that is because my other work has required me going to venues, events, stores and getting more hands on with things. So, in relation to what is asked of you, posting and social media shares, the compensation is great. In addition to that I completely would recommend Markerly because they pay within 48 hours of your sponsored content going live. I literally went live with a post the other day, went out for breakfast and had my money by the time I returned from my meal. For bloggers who value their time and often have to wait weeks to a month to get full compensation that type of turnaround is music to my ears.

#Markerly, influencer marketing, sponsored content

From an analytic perspective Markerly also provides these heat imaged versions of your post that shows you where readers click the most frequently on. It’s a very useful tool to improve your blogging structure for increased engagement.

All bloggers are different but I would tell you to definitely join up with the Markerly network. There’s nothing to lose and a lot to gain.

Before you do that make share you take part in the $250 American Express Gift Card giveaway contest below. The winner will be picked February 27 2014. Good Luck.

 

Join The Markerly Blogging Network

 

Jason Francis | The Social MediaSamurai

Samurai Skills: Know The Value of Your Service

Samurai Skills: Know The Value of Your Service

value

The other day I was asked a  question about how much I would charge to do some social media content syndication for someone. The duration of time for this service would be for 3 months.  Truthfully there would be a  few more details I would need to get if it was actually me but in this case I kept it simple. I give a ball park figure for what I would charge to commit to 3 month of multiple platform activity. It turned out that is was an indirect comparison inquiry because she then told me the amount she was offered to do that work. It was way below what I would accept for 1 month let alone 3 months but again that’s me and if asked for social media resume I can provide it.

In this consisting evolving era of digital marketing you have to set your worth and be ready and able to validate it. It’s one thing if you’ve got the free time and just want to help a friend do something. In that case sure, help out and don’t sweat the financials is that’s how you feel. For those that work in this space and aren’t in a position to give away time for free you need to know what position you are negotiating from.

The reality is that many people still do not see social media posting as real work. You get on, hit a few keys, hit enter and that’s it. Nothing can be further from the truth. With new sites popping up daily every platform has its own rules and intricacies to fully benefit from using them. Who’s creating the messages that are posted? Are they formatted properly? If replies come do you engage or notify someone else? How big is the network you’re interacting with? Not to mention that 3 months doing anything is a serious time commitment.  These factors plus many more go into the equation that produces your value. It’s not the same for any 2 people so if this is what you want to do then sit down and create your own rate sheet. There are plenty of sources online to keep you in an appropriate range for your level of experience.

Jason Francis | The Social Media Samurai

If you found this helpful please take a look at my previous Social Samurai Skill.

If you feel you may need some social media assistance you still have until the end of the month to take advantage of my Holiday Special.