According to Nielson Global Trust's Advertising Survey, it is said that if 14% of people trust ads, 78% of people trust consumer recommendations.
With the vast network of social media that the new generation of consumers is exposed to, a news about a particular brand or product spreads faster and wider than what a traditional media could do in the past. How then should brands leverage on viral marketing to their advantage?
Celcom Axiata's VP of Customer Analytics, George Chua, revealed 4 crucial steps that brands should undertake to harness their marketing activities with the support of social influencers. Find out what he shared at Loyalty World Asia 2012.
4 steps to influencer marketing, as shared by George, are as follows:
1) Identify and profile (demographic, psychographic, behavioural) the influencers by measuring their degree of influence
2) Identify and profile the influencees who are socially connected to the influencer
3) Ask yourself:
a) What economic and emotional value can I provide to both the influencer and influencees?
b) How can I help the influencer to pass on this value?
4) Design a marketing campaign based on your answers to 3.
Engage in a series of case study presentations and roundtables with Asia's influential loyalty marketing leaders as they discuss how brands can engage social and mobile customers to drive brand awareness and loyalty and evaluate the right social media tool to drive customer loyalty. Join us at Loyalty World Asia 2013 today and network with industry experts including Banyan Trees Hotels & Resorts, DBS Bank, Globe Telecom, Jollibee Foods, Rebel Sport, SingTel, Telkomsel and more.
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