Our take on the future user-driven society and influencer marketing – inspiration from Spark Event hosted by falcon.io
Networking is more powerful than ever. Going to events, meeting up with other people in your field and discuss terms, conditions and experiences are one of the best ways to learn while working. That’s why our CEO of Esoft Connect, Lisbeth Chawes, and Group Marketing and Content Manager, Karen Harbo, went to Spark hosted by falcon.io on November 14th – the one and only must-attend social media conference in 2018!
So what did we learn from this great event with three different tracks and 20 different speakers? There is one simple answer to this: Ignited conversations that connect and create audience-centric content. The next big question is, how do we practice this and use it in our marketing and content plan for 2019?
In a user-driven society like ours, you need to engage yourself with your community, fans, customers, and influencers. Valuable content doesn’t happen overnight, and engagement and commitments are like a friendship or even marriage. It takes time to establish relations…
Your employees are your closest influencers
First, learning is to empower your people. People trust people. So let’s use trustworthy people to help us create and share our valuable content.
Influencer marketing has been on everybody’s lips in 2018 and will continue to be so in 2019. But what is an influencer? Many people think of an influencer as a more or less a famous person within the community or target group. However, it can be a person who will probably require some reward for helping you share your content. But an influencer can be different persons, depending on your purpose. An influencer can be an employee. This can both strengthen your employer branding and brand loyalty. If your brand, products or services are so good, that your employees want to share it, well it speaks for itself!
A person which will probably require some reward for helping you share your content. But an influencer can be different persons, depending on your purpose. An influencer can be an employee. This can both strengthen your employer branding and brand loyalty. If your brand, products or services are so good, that your employees want to share it, well it speaks for itself!
We did a business case on this a few months ago at Esoft, where we asked all employees to change their cover image at their personal LinkedIn profile to an Esoft cover image. More than 50 employees did this. We are overwhelmed that so many joined this, and if you ask us, this is employee engagement and employee branding at its best! Furthermore, this is brand awareness in a powerful but also very natural way.
Influencer marketing is all about influencer relation management and deep relations. With inspiration from Spark event, we definitely see influencers as one of the best ways to create audience-centric content, which is alfa omega in our user-driven society in 2019.
Let your customers engage and communicate through online communities
Second, learning is the power of online communities. Let your fans, customers, and influencers speak up and use their engagement and feedback for following guidelines in your content strategy.
Again, this is just like a friendship or a marriage, and it doesn’t happen over one night. Deep relations and engagement take time to build.
Online groups on Facebook are increasing these days, and sometimes you even see a company that has a Facebook Group with more followers than their own business profile. Why? Because they create communities and let their customers engage and communicate – both with them and with other customers and users.
Letting your fans, customers, and influencers speak up and using their engagement and feedback is audience-centric content – your customers help creating your content. Again, this is just like a friendship or a marriage, and it doesn’t happen over one night. Deep relations and engagement take time to build.
If you don’t have the time to communicate directly with your consumers, but you still want them to feel in contact with you and your brand, a chatbot has been one of the increasingly popular tools in 2018, and this will undoubtedly continue in 2019. You decide how automated your chatbot should be and how much of the conversation you want the chatbot to control. Actually, you can use the chatbot for many different purposes, whether you want people to engage with your product, or maybe you are hiring a new employee and you are using the chatbot as the opening for a job interview to sort out the right candidates. We see the chatbot as a great tool for not drowning in a user-driven society where you cannot ignore your customers’ demands and needs. It helps in raising the effectiveness and response time for your customers.
- People trust people. This comes as no surprise. Let trustworthy people in your community help you tell your story, and remember that these people can easily be just in front of you, for example, your employees.
- Let your customers speak up. We are living in a user-driven society and you are not getting anywhere if your content doesn’t engage with your customers – and if you don’t. So are you ready to engage with and marriage your customers in 2019? Well, at Esoft we will try our best and we can’t wait to see what this year will bring.
Good luck with your marketing and content strategy for 2019.
Written by Karen Harbo, Marketing, and Content Manager Esoft Group
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Follow Karen here:
- LinkedIn: Karen Harbo