TAPPING INTO LOCAL SOCIAL INFLUENCERS
TAPPING INTO LOCALSOCIAL INFLUENCERS
ENDORSEMENTS VS. INFLUENCERSCelebrity endorsements have been key components ofsocial media influencers. Consider the following notableadvertising since the dawn of the industry. In as early associal media influencers and their numerous followers:the 1760s, pioneers began using royal endorsementsto build brand loyalty. Of course, the art of the celebrityendorsement has grown leaps and bounds since then. InSelena Gomez144 millionInstagram followersthe 1950s, there was the Whitman’s Chocolates campaignthat included celebrity endorsements including therecognizable names of Humphrey Bogar, John Wayne,Elizabeth Taylor, Bob Hope and Jimmy Stewart. Theirpayment for endorsing said product? Amazingly, just aKayla Itsines(personal trainer, rated as oneof Time Magazine’s Top 30Most Influential People on the10.5 millionInstagram followersinternet)box of chocolates.Today’s most notable endorsements includethe following: Matthew McConaughey for Lincoln Patrick Mahomes for State Farm Insurance Jennifer Aniston for AveenoCameron Dallas21 million(young entrepreneur featuredInstagram followers andon the Netflix show ‘Chasingcountless other followers onCameron’)Vine and YouTubeCristian Ronaldo(soccer megastar who makes 750,000 per sponsored post)145.3 millionInstagram followers Ashton Kutcher and Mila Kunis for CheetosThis is the new face of the celebrity endorsement and it isThe list could go on and on and include thousandsonly going to continue to grow in popularity. Today, theof additional celebrities who leveraged their personaltrend is for brands to choose a social media influencerinfluence for the betterment of a brand name. Of course,over a celebrity endorsement for a variety of reasons. Inyou can bet that each and every one of the aforementionedfact, as a business owner or marketing professional, youmodern celebs were given significantly more than a box ofneed to get on board the social media influencer train orchocolates for their trouble. They were paid in thousands ifrisk being left behind.not millions of dollars for their endorsement.Stats show that 71% of marketers say that the qualityNow, in the present age of advertising, we are seeingof customers and the traffic they garner from the righta new kind of influencer. This differs from celebrityinfluencer marketing is much better than other advertisingendorsements in a variety of ways. In fact, the popularitysources. This includes leveraging the involvement of localof social media has introduced a brand new generation ofsocial media influencers to further your brand.influencers, the digital brand ambassador, known as theTapping Into the Influence of Local Social Influencers2
INFLUENCERS OUT-RANK THE CELEBRITYAs mentioned earlier, companies historically depended on the endorsement of a beloved or respected celebrity toencourage engagement and/or ROI. Now, the whole advertising dynamic has shifted from traditional TV and moviestar endorsements to social media influencers who have built their brand using social media. So what led to the currentobsession with social media influencers?1THE RISE IN DIGITAL MARKETING as the way to connect with an on-the-go audience. People communicate ondemand and that’s not going away. It’s more than a passing trend.2THE RISE OF SOCIAL MEDIA. This can include platforms like Instagram, YouTube, Facebook, etc. Within the lastdecade, social network platforms have tripled their user base, growing from 970 million users to an unbelievable 3.81billion users in 2020. Another interesting stat worth noting is the fact that 83.36% of all internet users have some form ofsocial media and another 70% of the entire United States population has a social network account.3WHAT ALL THIS MEANS is that there is a direct connection between social media and the way the publiccommunicates. Today, your audience is on social media, so you better be too!Tapping Into the Influence of Local Social Influencers3
WHAT IS A SOCIAL INFLUENCER?Now, let’s define what it means to be a social media influencer:A social media influencer is basically an individual who has built a digital reputation based on their expertise andknowledge pertaining to a certain topic. They often post regularly on their preferred social media channel and in doingso generate engagement and followers who pay close attention to their endorsements and behavior.They aren’t just a mouthpiece. While they do use their influence to communicate various topics to their audience, socialmedia influencers are far from a simple testimonial voice. They also: Drive engagement and conversation with their followers. Break through the clutter of advertising messages authentically. Today’s audiences crave authenticity and a goodsocial influencer is a real person who shows that to their followers. They often develop huge followings as mentioned above, sometimes through their own personal brand. They are often on the cutting edge of adopting new products or services. They differ from celebrity endorsements in that they have a real-life, authentic, genuine person feel and their audiencecan relate to them better than the typical celebrity.THE EFFECTIVENESS OF THE RIGHT SOCIAL INFLUENCERTHE FOLLOWING ARE ADDITIONAL STATS that prove the effectiveness of partnering with the right socialmedia influencer, demonstrating why influencer marketing is a worthwhile investment: Some 49% of surveyed consumers depend on the recommendations of influencers to make their purchasing decision. Some 60% of these consumers say recommendations from influencers have also led them to buy something in-store. Influencer marketing campaigns focused on engagement and branding generate an eight times greater rate-of-return. Some 17% of companies plan to spend over half their marketing budget on influencer marketing. Some 16% of marketers do note that it can be difficult to select the right influencer for their campaign.Tapping Into the Influence of Local Social Influencers4
SOCIAL INFLUENCERS ARE TREND SETTERSNot only do social media influencers have a great deal of sway when it comes to improving engagement and audiencereach, social media influencers are also trend setters. According to stats, social media creators or influencers are at theheart of the cultural zeitgeist and fans feel they drive culture and shape trends. Having the backing of a well-establishedsocial media influencer can help your product or service become the latest, greatest, must-have item.WHY SOCIAL MEDIA INFLUENCING WORKS?The reason social media influencing works is the fact that buyers now shop online more than ever before as mentionedabove. Gone are the days that consumers visit brick-and-mortar stores to “look” for products. Consumers also no longerlook through their Sunday newspaper to find the next must-have item (at least as their primary product evaluation).Word-of-mouth, while important, is not as big as it once was either, at least in the traditional sense of hearing from aneighbor on what product to buy. Now, consumers turn to the internet first to research products and services.Social media influencers fulfill the modern role of your next-door neighbor or the newspaper ad. In addition, thanksto streaming services like YouTube and other similar services, consumers are able to avoid unwanted advertisements.Therefore, when they want to learn about a product, they seek it out, instead of companies seeking out consumers. Infact, some 63% of surveyed consumers say that they trust influencers’ opinion “much more” than what a brand saysabout their own products. This stat might as well read “consumers trust influencers!”Sounds great, right!? We agree completely.But.what if the international appeal of a social influencer with tens of thousands of followers isn’t a fit for yourlocal business with a regional reach and a small business budget?Tapping Into the Influence of Local Social Influencers5
SOCIAL INFLUENCERSLOCALLY & REGIONALLYNow that we consider how the celebrity endorsement hasshifted into the social media influencer, it’s important toconsider how you can leverage this trend to your advantagelocally. Your local radio on-air personality is the ideal socialmedia influencer with which to partner. Not only can theyserve the role outlined above for a social influencer but theyhave local pull that is an advantage when engaging nearbyconsumers.Here are more reasons why leveraging the influence of localon-air radio personalities is a smart marketing idea:1ATTENTIVE & LOYAL FOLLOWERS. Local radio stationair talent successfully amass huge followings and spend a greatdeal of time and attention developing their personal brandboth on the air and on social media. It’s about more than justhaving people listen in or watch online.it’s about engagement.They talk with, interact with and build a relationship with theirlisteners - a relationship that is, in fact, more important withlocal talent than a national influencer. Why? Because a localair talent shops in the same grocery store and lives in a localneighborhood. Their kids attend local schools and they have avested interest in what happens in the communities they serve.2ACCESS TO A READY AUDIENCE. They give you accessto a local and regional audience. Local regional radio stationDJs give you the ability to leverage their social influence thatthey have spent years building with a smaller focused audiencein the geographical location you serve. And it’s not just theair talent that works to build this audience. A radio station hasprofessional program directors whose sole focus it is to build aloyal listener base. The combined effort of those programmers,along with the local air talent, together grow their targetlistener into a loyal champion of the station - and by default, thecompanies that support it.Tapping Into the Influence of Local Social Influencers6
3BRAND LOYALTY. They often boast a sense of loyalty,almost a local celebrity status. The local talent on thesestations, some of whom have been working in their marketfor between 20 and 30 years, have built a high level of trustand credibility within the communities they serve. DJs havewhat many of us want.voice. They speak and are heardby the masses. Local charities, as an example, host eventsand compete to bring in radio station air talent to serve asmoderators, guest speakers and emcees.because the eventorganizers know that their presence lends instant credibility - acredibility they want to tap into.4MORE THAN SOCIAL MEDIA. Local air talent are digitallysavvy, which is necessary to reach a modern audience. But theyoffer a lot more than just a digital connection. Local air talentas social influencers can uniquely cross-leverage influenceusing their local celebrity status to appear in radio, video, print,email marketing, guest appearances and more. They amass aloyal following on social channels, with the majority of thosefollowers living within the demographic reach of the stationthey represent - and are therefore a better fit for reachingpotential customers for your business5LOCAL/REGIONAL ACCESS. Local talent offers all thebenefits of a global social influencer with a much lower pricetag and a more focused audience on a smaller scale. After all,who really cares about Kylie Jenner’s international following?Not only can you likely not afford to form such a partnership,but using a local influencer can be much more impactfuloverall. Local talent are local celebrities. They are recognizedin public. Their thoughts and opinions matter. Their audienceof listeners & followers pay attention to what they do, whatthey like, where they go - and who they endorse.Tapping Into the Influence of Local Social Influencers7
WHAT IS YOUR RESPONSIBILITY WHEN WORKINGWITH A LOCAL TALENT AS YOUR SOCIAL INFLUENCER?No matter if you leverage a local influencer (our recommendation) or one that has a broader reach, you need someguidelines on your role in the relationship. In other words, this is a partnership and in order to create an ideal workingrelationship, you should:1GET IT TOGETHER. No social media influencer, local or otherwise, will want to attach their name to a brand thatis either shoddy, unprofessional or haphazard. When they agree to work with you, they put their personal name andvaluable reputation on the line. Make sure they don’t regret this and commit yourself to a high level of customer serviceand overall quality of product and service. Make sure your Marketing Bridge is up to par and the customer experienceat all touchpoints is consistently positive and professional. The last thing you want to do is use a local celebrity as anendorsement, and then have it fall flat because you don’t meet the expectations presented.2SHORE UP YOUR OWN DIGITAL PRESENCE. While social media influencers should be a significant part of youroverall marketing campaign, they should never be in lieu of other marketing efforts. Don’t make the mistake of thinkingyou can partner with a social media influencer and then forget about doing any other heavy lifting for your businessin terms of marketing. To make sure you don’t do this, keep your website up-to-date and make sure your own socialmedia presence is solid. Consider the fact that a social influencer will likely lead their audience to look your brand up onsocial media channels. What will they see when they do this? If it’s up to par, great! This will probably lead them to yourwebsite. If it’s less than savvy, they might just forget it and move on.3STAY IN COMMUNICATION AND BUILD A RELATIONSHIP. You need to be in communication with yoursocial media influencer. Schedule regular meetings, perhaps monthly, and speak about business trends, servicesand new products. Talk about your target consumer, how and why people buy your products, etc. Introduce them tokey members of your team. Commit to showing and teaching them what they need to know about your products orservices. Sometimes this means offering them free samples or services so that they can experience your offering andtalk more compellingly about the interaction. The more they know about your business, the better job they can do whenrepresenting your products and services accurately and effectively.4ENSURE AUDIENCE COMPATIBILITY. It’s important to find a connection between your brand and the personalbrand of a social media influencer. You need to have audience compatibility. Let’s face it, if you are on two differentwavelengths, a partnership between your business brand and their personal brand won’t work at all. This is why youdon’t see a fitness social media influencer promote a junk food brand. It goes against what they believe, value androutinely promote. Therefore, make sure there is a good match between your brand and an influencer’s voice. Don’tneglect this important step, as 48% of marketers claim audience relationship and compatibility is the most importantfactor to consider when launching an influencer campaign.Tapping Into the Influence of Local Social Influencers8
THE GOAL OF LOCAL INFLUENCER MARKETINGFollowing are the goals of any influencer marketing partnership, but especially one with a local talent as yourmarketing voice.1REACH A NEW AUDIENCE. You want to reachinfluencer campaigns are successful in this category,people you would otherwise never have reached thankswhich is why 93% of marketers use it in their marketingto the scope of an influencer’s following. While your brandstrategies. Because of the high level of engagementlikely has some existing reach, the number of peopleinfluencers have with their followers, their endorsement isyou can reach with the help of an influencer will likely bea great way to get people talking about your brand.substantially greater.2GROW SALES ONLINE AND IN-STORE. Whilegarnering likes and website traffic through lead generation4INCREASE BRAND ENGAGEMENT. Anotherbenefit of social media influencers is increased brandengagement. Often social influencers, through cleverlyand getting more foot traffic in a brick-and-mortar storeworded phrasing, can prompt quick action and increasedis great, your ultimate goal with any marketing strategyengagement with your brand. Be sure to talk with youris to improve sales of your product or service. A sociallocal influencer about your goals. Determine ahead ofmedia influencer will help make this happen, thanks totime what the results are that you’re hoping for, and givetheir notable influence on their audience. They have yourhim/her the tools to get the job done.product or have tried your service, and love it, so theiraudience, who practically worships them, will run out tobuy said product or service so they can try it as well.35CREATE A FUN EXPERIENCE. We’ve found fromexperience that inviting the local air talent to participatein entertaining and unique ways to promote the brandINCREASE BRAND AWARENESS. Social mediaand the influencer endorsement to a new level. The powerinfluencers are especially helpful when building brandof having an influencer endorse your product or serviceawareness. In fact, garnering brand awareness is one ofis tremendous.but it’s also more fun and interesting - tothe determining factors when labeling a social mediathe DJ AND to the listeners - when you can provide acampaign as either effective or ineffective. Some 65%fun connection. It might mean a special offer or pricingof marketers use brand awareness to judge the successspecial, or it could be even more creative.of an influencer marketing campaign. Thankfully, mostTapping Into the Influence of Local Social Influencers9
WITH YOUR LOCAL INFLUENCER, CREATIVITY COUNTSHere are a few examples of unique ways to put a different twist on your local influencer campaign, making it morefun for both the air talent AND the audience. A local frozen yogurt company invited the DJ to create a new flavor blend and named it after him. A local antique mall provided a DJ with a booth to sell his own unique products from.another huge success! A local business works with the DJ to also record video for use in social media, eblasts and in television commercials the theme of which all ties back to the same message as the endorsements.SOCIAL INFLUENCERS - HERE TO STAYBottom line, don’t think that just because most social influencers are out of your reach means that you can’t leverage thispowerful marketing technique locally. Sometimes, the diamonds you seek are in your own backyard.The use of social media influencers as a marketing strategy is here to stay. In fact, the trend is only growing moresubstantial over time as 84% of millennials claim they are likely influenced by user-generated content when makingpurchases. To ensure you use social media influencers the correct way, it’s important to stay consistent. Brand building isonly possible after the hard work of trust-building. It’s a long-term strategy, not a short-term plan. Think of a social mediainfluencer strategy as a marathon, not a sprint. Make sure you keep your brand’s reputation consistent. Don’t sway fromone thing to the next.Stay focused and make sure your business social media accounts are on target.HOW TO PUT IT ALL TOGETHERNow that we have looked at the inclusion of the social media influencer into the marketing industry, went over howto build a good relationship with an influencer and discussed finding a local influencer for your brand, let’s get tothe bottom line of the matter. Contact us at Zimmer Communications to learn about all our available stations, whichinclude 13 Missouri radio stations. Our cast of local influencers are already doing what they do best. We can help youdetermine if your business is ready for a partnership with an influencer, and if so.help you find the right fit foryour business.Tapping Into the Influence of Local Social Influencers10
Instagram followers Cameron Dallas (young entrepreneur featured on the Netflix show ‘Chasing Cameron’) 21 million Instagram followers and countless other followers on Vine and YouTube Cristian Ronaldo (soccer megastar who makes 750,000 per sponsored post) 145.3 million Instagram followers
Estudio sobre Marketing de Influencers en España, 2018 2 1. Introducción 3 Metodología 5 2. El Marketing de Influencers en las empresas 7 La voz de las personas frente a la voz de las marcas 9 Acuerdos con influencers: una profesión remunerada económicamente 11 Instagramers, los influencers en alza 13 Analítica de las campañas 15 Grado de satisfacción de las acciones con Influencers 16
7.2.2 Guía Legal: Marketing de Influencers en la IAB 51 7.2.3 Guía Legal para Influencers de Delvy 54 7.3 Condiciones de las redes sociales que afectan a Influencers 58 7.4 Derechos de los influencers 62 7.5 Otros países 64 8. Los influencers y la RSC 68 9. Adicción en el mundo influencer 71 10. Metodología: Diseño de investigación 74
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Matic, 2011; Liu et al., 2015). The marketing of influencers is an approach that uses these Instagram travel influencers to sell the product to the business or brands. Besides, young tourists preferred to engage more with Instagram travel influencers (Femenia-Serra and Gretzel, 2020).
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social media influencers have emerged as a dynamic third party endorser (Freberg et al. 2011). Leveraging on a plethora of social media platforms such as Facebook, Instagram, Twitter and Youtube, social media influencers are aptly used to publicise product information and latest promotions to online followers (Markethub 2016).
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of hot tapping and shutdown procedures, use the above subcategories to calculate the cost of each. 1.3.2 HOT TAPPING COST BREAKDOWN In order to do a cost-benefit analysis, the direct cost estimation for hot tapping needs to be completed. This is done at the start of a project and may
