Influencers, influencers and influencers on social media
During #DMWF Expo Global 2017 at the Beurs of Berlage in Amsterdam there was a presentation by Steven Bartlett. Steven Bartlett (born August 26, 1992) is a British entrepreneur, investor, speaker, internet personality and Chief Executive Officer of the Inflation Marketing Agency Social Chain. He received the Lloyds TSB young entrepreneur of the year award in 2013 for his success in creating a web-based platform aimed at students. In two years, Steven Bartlett has built up a company that currently employs 100 people and the average age of employees is 21 years. They have offices in Manchester, London, Berlin and New York.
Together with his business partner, who currently owned twitter account @PrimarySklProbs, a Twitter page with enormous popularity, they landed to bind the owners of the largest social media communities. The team now has hundreds of social media pages on Twitter, Facebook, YouTube, Instagram and other channels, an example of which is the @BeFitMotivation twitter account with nearly 1.8 million followers.
The Thunderclap
The power of the company The Social Chain is 'The Thunderclap' (Thunderclap). Social Chain thus works with a large network of influencers (influencers). The Social Chain team takes a product or service or event and talks about all these social media accounts at the same time (simultaneously) "in a blast." This triggers a product, service or event immediately.
The company has campaigned for worldwide brands such as Twentieth Century Fox, Universal, MTV, Spotify, Microsoft, the UFC, Huawei and PUMA. It can make hashtags trending on social media within minutes, claiming a total reach of 300 million people.
The first success of the company was with mobile puzzle game Tippy Tap, which received a total of two million downloads thanks to a campaign from the Social Chain.
They did not achieve this by promoting the Tippy Tap app with: "What a great app" but with social media messages like "You should not really download Tippy Tap, you'll never get your school like that." It was in no time trending on many social media channels thanks to the influences of The Social Chain.
Asch paradigm
Steven believes in the Asch Paradigm. The Asch Paradigm is, according to Wikipedia, "The matched experiments of Asch are a series of normative social impact experiments, within the social psychology that demonstrated to what extent the opinion of people is determined by the majority in a group (conformism)." Steven said: "We trust influencers as much as we trust our friends." Steven knows all the cases that they have carried out that influence a group of people by the influencers they follow.
Micro Influencers
Steven Barlett also believes in Micro Influencers. He proves this by using the ROI of Influencers and Micro Influencers. For example, the famous rapper Snoop Dogg asks for 3000 pounds for sending a tweet to 13 million followers. But the engagement of a tweet is only 0.04 per pound spent. With a lesser known influencer, the ROI is much higher. For example, he uses an influencer with "but" 200,000 followers. He asks for a post on his social media channel 100 Pounds for a tweet. The commitment of his posting is 3.52 per Pound Sterling!
Advantages of a micro influencer thus Steven:
They can reach narrow niches
Authenticity and intensive conversation
Costs incurred are more effective
Rex Secco
Another case was about Rex Secco. This campaign shows that we are hardly believing messages from influencers. Simultaneous posts were posted via popular social media channels that Arsenal football club had collected the unheard of 16-year-old Rex Secco for £ 34 million. Rex Socco did not exist at all! Yet they were already in England within a half hour with a hoax message. The Rex Secco campaign was set up to promote the Soccerex Global Convention in Manchester. If you go goGo Rex Secco you still see 14,000 hits. Most hilarious tweet was from someone who even saw Rex Secco play!
Personal Brand Building
Steven Bartlett thinks that 2017 is the year of the "Personal Brand". Not only B2C but also B2B companies should embrace Personal Brand Building. The main reason for success is the ability of video on social media channels. A few years ago, you could not make a video on Facebook or Twitter. Reality TV is now being applied by everyone. We see this year that big companies not only promote their product but also their CEO, Marketing Director as a personal brand. An example of this is the company "Nasty Gal", whose founder, Sophia Christina Amoruso, has become a superstar, which has had a positive effect on the company itself.
Below is an example of Steven Bartlett's Personal Branding recorded at #DMWF Expo Global 2017 in Amsterdam:
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