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Secrets of a Winning Influencer Marketing Program: Takeaways from the Academy of Influencer Marketing from Traackr

All of us here at Delightful have finished the course from the Academy of Influencer Marketing (AIM) powered by Traackr!

Traackr is a solid influencer marketing platform that Delightful has been using for 2 years to help clients set up and run strategic influencer marketing programs. We love Traackr not just because it’s a great tool, but also it shares a similar methodology on influencer marketing with us which is building authentic and strategic relationships through a value exchange and mutual benefit framework.

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The 1.5 hour course provided the Delightful team with a systematic crash course on understanding influencer marketing, identifying and engaging the influencers, setting up an effective influencer marketing program, and defining a measurement framework, etc.

Here are our top takeaways:

Influencer marketing fills the gaps

Based on Nielsen research in 2014, customers trust authoritative content the most. However, only 20% of marketing budget is spent on earned media, which is the type of media that’s most likely to present authoritative content. As consumers get more and more overwhelmed with information overload, people turn to people they trust to filter through the noise. This leaves a great opportunity for influencer marketing as the content influencers produce is more authoritative and trustworthy than what a typical brand has to say.

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Image Source: Tracckr

Social media provides the soil for influencer marketing. It empowers influencers to influence their audience through every stage of their customer journey – from awareness, consideration, to purchase. According to AIM,

3% of people generate 90% of the impact online.

This is what we have seen from our experience running influencer marketing programs for our clients as well. Influencer marketing helps to maximize the power of social media for brands by taking advantage of those 3%!

Find the right influencers

According to Tracckr, Reach, Relevance and Resonance are the 3 basic pillars for looking for the right influencers. This reminds marketers to pay attention to the true influence – not only how many people the influencer is able to reach, but also, is s/he going to reach the right people for your brand and ignite engagement. Traackr also suggests a people-first approach. You need to understand your audience, their customer journey, and their influencer touchpoints, before you start searching for influencers.

What’s more, the academy points out that in today’s online world, there are 3 tiers of influencers: traditional media, online community leaders & experts, and influential fans. It is crucial for Marketers to understand the different types of influencers because each of them have different audience and require different tactics and approach.

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Image Source: Traackr

Influencer engagement is a journey

Similar to what customers experience when interacting with a brand, the engagement of influencers with the brand is a journey as well. AIM says influencers go through 5 phases before becoming a brand advocate:

Unaware -> Aware -> Interested -> Engaged -> Advocate

Understanding their journey allows marketers to set up an always-on influencer program and enable them to execute the right tactics with influencers at different stages. For example, if your influencer is unaware of your brand, the most important thing to do is to assert your presence by following, subscribing to and sharing their content, while, for influencers who are already interested in your brand, creating value for them should be the key task.

Besides these 3 top takeaways from us, the AIM also provided inspiring insights on how to set goals for your influencer program, defining influencer archetypes, measuring influencer marketing program performance, etc.

Learn more on their website if you are interested.

Need help with influencer marketing? Visit our Influencer Marketing service page to learn more about how we can help you!

Thanks for reading!

Bianca Hu – Digital Marketing Strategist at Delightful Communications

How to Choose the Right Social Media Channel for Your Personal Brand

Now that you have crafted your personal brand statementbegun to analyze your competitors, and started to reengineer your digital presence, let’s talk about choosing the right social channel to capture your story and make your personal brand shine.

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While publishing across platforms (and linking them together!) is a great way to build your online presence, depending on your niche and professional goals, having a specific focus on the right one can positively elevate the experience your audience and peers have with your personal brand and increase the all important engagement.

Every social channel has its own distinguishing features, from preference of content, to audience size and their attention span, tone and scope. Think about which channel your target audience is on, leverage how active and engaged they are based on data like audience demographics and traffic generation, and then choose the best platform for YOU and your personal brand.

According to Jayson DeMers there are 3 major content types:

  • Written: Written content is flexible content – it can be linked to, modified for status updates, and can be altered to fit various formats and network guidelines. It persists as the touchstone for business contexts.
  • Visual: Visual components from images to infographics provide a compelling ways to captivate the audience.
  • Video: Video has made its way from the entertainment industry into the field of business. To capture and appeal to audiences as an alternative to long-form written content, video uses sensory details to tell powerful, thought-provoking stories.

Content creation is indispensable in building your personal brand via social media. Therefore, knowing what kind of content you prefer and what you are good at creating helps you to choose the right social channel.

Now onto the platforms…

Personal-Brand-LinkedIn

Applause:

The power of networking is remarkable, and LinkedIn certainly testifies to this within an arena of professionals where major decision makers are actively engaging with connections. In addition to highlighting your experience, skills, and gathering recommendations, LinkedIn allows you to publish and showcase your recent work. This means that it can be your all-in-one network, if you are a busy professional already trying to manage the work-life balance.

Critics:

We live in a networked community, where who you know has the capacity to influence your access to resources, connections to a new job, or even going on a date. But your personal network can certainly start to tell a story about who you are without you even realizing it too. This hidden bias in algorithms means it’s critical that your connections in this work oriented space positively reflect who you are!

Shift in Social Media KPIs? Capitalize on the Metrics That Work!

A shift has occurred in Social Media KPIs (Key Performance Indicators). While we love audience growth, we are really working to increase engagement. We don’t just want likes, we want shares. Promotional messages have become routine, meaning focus is put on response rate and time.

So, what kind of customer data should we be concentrating on for improvement?

Social Media KPIs

With some data and insights from bitly’s collaborative Ebook How to Improve Social Metrics That Actually Matter, let’s get started!

Video: All About Branding Strategies and Tactics – SEMPO Panel Event

A couple of back, I was invited to join a virtual event – All About Branding – to share some insights with the SEMPO community.

The discussion was brilliantly moderated by Dana Todd, of whom I have been a big fan for years. I learned a lot too from Francine Carb who was on the panel as she has oodles of brand experience from way back.

Watch the video recording or read the recap to find out what we talked about  from monitoring competition and personal branding, to influencer marketing and branding measurement, and a whole lot more…

Hope you enjoy it and let us know if you have anything to add!

Cheers,

@MelCarson

Video: Importance of Analyzing Links for PR – Public Relations Not Page Rank!

At the end of last year, those nice people from Vizion Interactive asked me to have a chat on camera at the Digital Summit in Dallas.

I was at the event in my capacity as Brand Ambassador for Majestic.com, so chose to talk about broadening their audience beyond SEOs and link building and how important links are to the public relations industry.

Are you a PR pro? Are you using link data for competitive analysis and PR planning and reporting?

Watch the video to give you some ideas and inspiration!

Warning! I get a bit passionate towards the end!

Cheers,

@MelCarson

Martin Luther King and the Power of Personal Branding

Martin Luther King Jr. has sustained a legacy well beyond his passing. Efforts to honor him with a national holiday were visible just four days after his assassination, and educational institutions and public landmarks continue to celebrate his character today. In fact, last Monday you may have even seen him positioned as a marketing strategy among brands.

MLK Personal Branding

Evident is not simply the remembrance of a humanitarian and visionary leader in the civil rights movement, but a persisting touchstone for justice and activism in our world today. Yet by no means did MLK act alone. Critics such as Ella Baker – another renowned civil right activist – has even gone so far to assert that Martin did not make the movement. Rather, the movement made him. So how exactly did Martin gather a crowd of over 250,000 supports and share his vision on August 1963?

His charisma generated enthusiasm and his public relations skills allowed him to present an issue as a moral wrong demanding action. His call for nonviolence made him more impressive to observers. And gradually, King established the nonviolent philosophy for which he was later coined.

While the term personal branding is more widely used in the contemporary influx of digital, new media and technology, MLK is a historical and influential figure who illustrates to us that personal branding has been around for generations!

Tactics Mr. King utilized to shape his brand and legacy include:

  • Forging an image
  • Constructing a clear message
  • Connecting with those around him
  • Expressing empathy, and
  • Engaging and creating.

He had a message to the world about social justice and even if campaigns failed or criticism rose, the broader message never wavered.

Branding has reshaped the everyday world we live in. No longer are products and commodities simply the products themselves. Rather, they represent lifestyles and ideas with the power to influence.

Individuals as well.

MLK captures the features of a well-constructed personal experience and story.

He is discoverable, sharable, and memorable – highlighting the power of the personal brand.

Thanks for reading!

@AndreaRocha – Digital Marketing Intern at Delightful Communications

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Meet Our New Book: Introduction to Personal Branding

We are delighted to announce our new book has gone live on Amazon:

Introduction to Personal Branding:
10 Steps Toward a New Professional You

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With the rise of digital and social media in the past few years, the internet has presented professionals with a magnificent opportunity to build, polish, and own outstanding personal brands. It’s also becoming more and more important for individuals to understand the practices and disciplines of personal branding to present themselves in an approachable, endearing and enduring way both in the digital world and in-person.

Personal branding benefits you and your business by:

  • Establishing Credibility & Thought Leadership
  • Growing Your Network
  • Attracting New Opportunities
  • Increasing Sales
  • Helping You Reach Your Business Goals

The book is based on our blog post series from last year. It is a one-stop-shop introduction to personal branding outlining the key concepts and strategies with actionable tactics you can employ immediately in order to start becoming more discoverable, shareable, and memorable within your industry.

The book is designed to be short and clean to read (under an hour,) and with the new edits you will get a systematic and well-designed step-by-step crash course in personal branding fundamentals.

Here’s a sneak peek of the highlight chapters:

  • Establish Your Professional Purpose
  • Embrace and Expound Your Experience
  • Analyze Your Competitors as You Build Your Personal Brand
  • Get a New Headshot – Your New Image Starts with an Image
  • How to Craft Your Personal Branding Statement
  • Make Your Personal Brand Discoverable
  • How to Re-engineer Your Digital Presence
  • Take 5 and Practice Writing
  • How to Learn to Listen and Practice Empathy
  • Social By Design: Make Your Personal Brand Stand Out. Always.

Who is this book for?

  • CEOs, Executives, and Business Owners who want to position themselves as industry thought leaders and stand out from the competition.
  • Individual Contributors & Academics who want to get ahead in their careers and want to understand how to have their expertise and experience be more discoverable.
  • HR & Training Managers who want to understand personal branding to help train employees on social media branding and social selling.
  • PR Agencies & Exec Comms Managers who need inspiration and training on personal branding strategies for their clients, CEOs, or themselves.

So download it from Amazon today:

US Version – Introduction to Personal Branding: 10 Steps Toward a New Professional You

UK Version – Introduction to Personal Branding: 10 Steps Toward a New Professional You

We hope you enjoy reading the book and can’t wait to hear what you think!

Cheers, Mel

Delightful Communications News: November Recap

November has been another thrilling month with holidays, conferences, plenty of articles and more…

We collaborated with Cohn Creative, on a personal branding video featuring our furry friend Bigfoot. What does he have to do with personal branding you may ask? If you haven’t seen it yet, watch to find out.

If you have, great! We hope you enjoyed it and picked up on some useful tips.

fruits that you need to try

A couple of weeks ago, Mel visited Raleigh, North Carolina to speak at the Internet Summit about all things related to cohesive digital PR strategy: big data, content marketing, and how to reach influencers.

As we approach mid-December with 2016 in sight, be sure to click here to see what experts anticipate will be the content marketing trends and emerging technologies of 2016.

Plus, if you are ready to establish yourself as an expert and thought-leader in your industry, we encourage you to look into the the hands-on Personal Brand Lab workshop @ SMX West on Feb 29th, 2016.

Our very own Mel Carson will be hosting and we would love to see you there!

Delightful Communications has also been featured in a number of articles/virtual events including:

How to Make Your eCommerce Business Stand Out By Creating a Branding Action Plan – with Mel Carson

What Makes Brands Memorable and Why We Need to Make It Personal

Influence Marketing: 7 Key Questions Answered by Industry Experts

That about wraps it up for this month. Thanks for reading!

Andrea Rocha – Digital Marketing Assistant

Introducing The Personal Brand Lab in Partnership with SMX Coming in 2016

We’re delighted to announce that we are teaming up with Third Door Media, the organizers of the global SMX digital marketing events, to present the inaugural Personal Brand Lab Workshop at SMX West in San Jose on 29th February 2016.

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The explosion in use of digital and social media has created an amazing opportunity for professionals to build an outstanding personal brand so, in response to client demand, the Personal Brand Lab workshop aims to help the attendees understand how to establish themselves as experts and thought-leaders in their niche via digital channels as well as in-person strategies and tactics.

The Personal Brand Lab is designed for C-suite executives, business owners, HR & training managers, PR & executive communications managers, marketers and digital marketing practitioners who want their expertise and experience to be more discoverable, shareable and memorable.

Highlights and takeaways from this personal branding workshop include:

  • An introduction into personal branding and why it’s so important for your career and the success of your company.
  • How to create a personal branding strategy to help your expertise standout in your industry.
  • What you need to do to establish your professional purpose and create a personal branding statement.
  • A comprehensive overview of LinkedIn and other social platforms including real-time profile optimization and networking.
  • Tools overview – what tools you can use to help create, establish and measure your personal brand.
  • How to establish a communication cadence and success measurement framework to keep your personal brand on track.

Register for the Workshop Here

For more information on the workshop or Delightful’s Personal Branding Services contact us through our
contact form.

Cheers,

Mel Carson – Founder and Principal Strategist

 

How to Use the New LinkedIn App to Boost Your Personal Brand via Your Phone

Have you updated the LinkedIn app on your smartphone yet? If not, you should!

There’s no doubt that LinkedIn has become the most important social media platform for building a professional personal brand and while the old LinkedIn app was fine for checking a few updates or accepting a friend request, the clustered functionality and not-so-aesthetically-pleasing user interface somehow limited it’s potential to enable users to enhance their personal brands adequately via mobile.

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The new LinkedIn Flagship app aims to provide users with ”a mobile experience that is more intuitive, smarter and dramatically simplifies your LinkedIn experience.”

Personally, I think LinkedIn did a great job reaching this goal.

Here’s how the improved features of the new LinkedIn app can help you boost your personal brand on the go:

Edit Profile & Adjust Settings in the ‘Me’ tab

The new app breaks down its functionalities into 5 tabs: Home, Me, Messaging, My Network, and Search.

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