Dynamic Signal - Influentials Brand Communities

November 20, 2012

Leading brands are increasingly recognizing that it is important to complement paid media campaigns with high-engagement earned media efforts. After all, when consumers are asked which sources most influence their purchase decisions, it is recommendations from people they trust that they always name first, not paid advertising messages. The power of word of mouth marketing is only increasing as social functionalities are woven into the fabric of all digital media. Of particular value to brands are influencers – passionate, outspoken consumers who are highly active in a chosen niche, and who have a trusting audience. Forward-thinking brands have recently upped their efforts to win influencer mindshare. Their approach toward working with influencers, however, has often had serious flaws. In the best cases, these flaws create inefficiency, and make the brands’ earned media campaigns difficult to replicate and scale. In the worst cases, they can alienate influencers and damage brand equity.

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