Tuesday, December 13, 2016

Where You've Got Influencer Marketing Wrong(and How to Fix It)

Who is an influencer?
There's more to it that meets the eye: influencer marketing 

Influencers are great! You have them do your job for a community that's there for you, for far less. The messaging seems(almost) authentic and it's a great way to build your brand's presence on social media. Or is it? Between having influencers or "brand advocates" as us industry folks like to call it, there has been an exhaustion. I have gotten my brands to completely go off the typical influencer programs that I see other brands, some of them quite well known, taking up so easily.

Every other day, you see a movie's 100th week being celebrated on Twitter. Do a quick looksie into the kind of people who are tweeting about ir and you'd find that it's the same people who were tweeting about some other movie, some other time, for a few cents. Are they really your influencers? Do you really think that investing x amount of money on social media enable a potential customer to convert, seeing your hashtag trend, on Twitter?

Who ARE Influencers/Advocates?
They are regular people with an extraordinary fan base, you can send hoards of contest mongers folks to your social profile. They don't care what you are tweeting as long as you give them gift vouchers and close the deal. But are they really the influencers you need? No. Real influencers cannot be decided looking at an excel sheet with an x no. of influencers with y no. of followers/reach. It's not just the Klout score that matters. It's their community health, the topics they are popular on and whether they general audience is talking about matter to your brand in general and your product in particular.

But, it's About Getting it to Trend, You Say?
Wrong. If your contest/activity trends for a couple of hours, it doesn't mean your campaign is great. Sure, it will help pacify some brand owner who has zero idea about how social media works. All he/she might care is the engagement %, the community growth. But what you need to know is that when you aren't bringing in these influencers, you great products/campaigns may fall face first.

Shift in Perception Needed
With agencies mushrooming that promise you a plethora of services among which "getting trending on a daily basis" figures highly. While it may seem cool, having an agency with a set of influencers under them getting your brand/campaign trended whenever you throw money, it's not. You need to understand who is an influencer and who isn't, and most importantly - how you can cultivate them.

This and more will be discussed in the second part. Stay tuned!

Thursday, November 24, 2016

India: The Next Big Destination for Facebook

Facebook logo
Spreading Out: Going Deep - Facebook

Developing a keen focus on building strong business partnerships, Facebook has reserved its big guns for India.

With India being a key growth market for the popular social networking giant, Facebook is working overtime to develop solutions for businesses of all kinds here. In a report published by the Indian Express, Facebook has said,"We(India) are leading the charter for the emerging markets for Facebook." The report quoted Umang Bedi, its newly appointed India and South East Asia Head as saying that the Indian market, part of the Asia Pacific market.

  • India has 166 million monthly active users.
  • A whooping 85 million daily active users, 81 million of them from their mobile phones.

Facebook has grown out of focusing just on FMCG and eCommerce industries and is now focusing on eight key verticals, with dedicated teams working actively for them - Retail, Travel, Financial Services, Techno, Telecom and Auto.

What's even more awesome is that Facebook's training platform - Facebook Blueprint has hit a record 1 million enrollment, with India being the 2nd largest contributor to this number.

Follow us on Facebook, Twitter to stay posted!

Wednesday, November 16, 2016

More Trouble for Facebook - Inflated Numbers, Botched Algorithm

Mark Zuckerberg standing in front of a Facebook sign
More Trouble in the Horizon
Finally, it's over! The US election and the year and a half build up to this giant clusterduck has been an exhaustive experience for a guy who takes keen interest in international news and its implications. I am sure it has been the same for you as well. Well, amidst all of this brouhaha over deserved to win and who deserved to be put behind bars, the sexist comments and leaked emails that never really proved anything, we realized one thing - social media had clearly over taken the mainstream media in every aspect of news and how we consumed the same.

For the average citizen, Facebook, the popular social network has been a content consumption platform, even a second one. However, some researchers have pegged the number between 44-60% - of US citizens who have taken Facebook as the primary source of information. While this might be great for marketers like you and I, it's totally not for the inherent objectivity of news.

With Facebook admitting their automated content curation being a dud, it's obviously not a great news for advertisers when Facebook has admitted to botched data. In a stunning find by Gizmodo, Facebook admits to miscalculating view counts in some of the ad reporting systems.

Facebook reported that their correction happening over the next few weeks will reduce the unique reach (28 day period) by over 55% in some cases. Along with the reach, video view counts, instant article views and referrals via apps have also been inflated.

With a horrible week for Facebook, you're bound to wonder - what next?

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