by Wednesday, March 1 Twitter Summary
by Shannon Elliott, Talia Smith & Jennifer Kim
@shan_an_anon @talmarie123 @je_nniferkim
Although it was a Wednesday, it definitely felt like a Monday in lecture. Engagement in lecture was low, but expected. It’s the middle of week eight; what else would you expect?
Kelli started the lecture on influencers by showing pictures of one of the “hottest” celebrities on social media: Kylie Jenner. This was what sparked conversations on influencers on Twitter. There was a poll asking which Kardashian was the favorite among students and some students even tweeted a gif of their favorite influencer. The most popular seemed to be Chrissy Teigen.
My favorite influencer is @chrissyteigen #sojcssm pic.twitter.com/PtVogpVOzX
— Kylie (@kylieelliot143) March 1, 2017
After discussing Kylie Jennifer and her collaboration with Fashion Nova, Kelli moved on to the five-step action plan for influencer marketing. Define, discover, monitor, take action, and measure is the key to creating a successful framework for influencer marketing.
“True influence drives action, not just awareness” – Jay Baer
We often associate influencers with the big numbers of followers, but that doesn’t translate into a successful influencer. The foundation for influence is reach (audience size), relevance (authorizing on topic), and resonance (audience engagement). In addition to raising awareness, influencers also drive action.
Will Leather Goods and their influencer efforts were also a focus point for the class lecture. We looked at an array of influencers that were utilized by Will Leather Goods in the past. These influencers were not paid, however they were given free product in return for their efforts.
We also looked at the variations between the types of influencers that were chosen. One influencer, for example, targeted a “mature” audience. To clarify, the “mature” audience, as defined by Kelli, is somewhere between millennial and old. We also looked at Will Leather Goods influencers that reached a younger demographic.
Rightly so, we also learned that any and all beneficial influencer and brand partnerships need to adhere and align with the same set of values. For instance, we talked about how a potential photographer for Will Leather Goods was not chosen for the brand because of inappropriate content within his portfolio of work. We learned that in order to protect the brand, all influencers and partnerships need to align with the brand’s image.
In order to enact an effective influencer campaign, we learned that rules are a critical key to success. For instance, we learned that when working with influencers, it’s crucial create a clear agreement for that influencer to follow. A clear agreement is an important step in order to make sure that the brand is aware of what they are receiving from that influencer.
All in all, our day was spent discussing one of the most popular, powerful and intriguing aspects of social media. At the end of class, our Twitter results reflected the high level of interest our class has in the subject.
Our Twitter Transcript
Totals:
Tweets: 175
Contributors: 38
Reach: 32,645
Original Tweets: 119
Participation: 147
Top hashtags: #influencers #ad #sponsored
Most Popular: @MarkKellman @shan_an_anon @talmarie123
Most Tweets: @oliviadeterman @erinopetit @je_nniferkim
Most Reach: @mcjsbusiness @seanthornberry @amandaaalam
Most Timeline Deliveries: @mcjsbusiness @oliviadeterman @amandaaalam
Most Retweeted Tweets: @talmarie123 @erinopetit @kenziehargenss
I appreciate your mention of the need for an agreement about how the post should be marked as an “#ad”. While it might take away from the message a bit, it is much better to be straight forward with your consumers. If you don’t include this demarcation, and consumers find out that an influencer is being paid to promote certain products without letting their followers know, both the brand and the influencer will be hurt.