Kendra Bracken-Ferguson is DBA’s chief operating officer. Her background includes online interactive and integrated marketing with specialties in mobile marketing, influencer relations, digital communications, and viral/word-of-mouth marketing, event management and youth marketing. Kendra was named Mobile Marketer’s “Mobile Women to Watch in 2010” and was featured as one of the 28 most influential African-American women in Essence magazine in October 2011.
The following is an e-mail interview with Bracken-Ferguson about the state of influencer marketing and blogger outreach in 2013.
What characteristics define a digital influencer in 2013?
Digital influencers are those who have a unique perspective and distinct presence in the digital landscape. They offer a take on a topic that is obviously very inventive (otherwise they wouldn’t be an influencer OR popular), it’s consistent with their vision, and it it feeds across every aspect of their digital property. They have the ability to create and distribute relevant content, moving their audience to action. (read more…)
Showing your appreciation for your customers’ support isn’t just a nice thing to do — it’s a word-of-mouth-marketing opportunity. It’s amazing what a retweet, a Facebook share or a simple shout-out can do for your word-of-mouth when you say “thanks” to your social fans. Here are three reasons.
- Your fans will be surprised: Companies spend a lot of time worrying about negative word-of-mouth and what to do with it. But unfortunately, not many put that much effort into handling positive feedback. Show your customers some appreciation for their recommendations, and you’ll surprise and delight them.
- A lot of people will see it: When your social media fans say something cool about your business, retweet them, share it and thank them. While you’re showing everyone else you’re responsive and you care, you’re also calling more attention to your fan’s positive review.
- You’ll have another opportunity to connect: A great thank you is an opportunity to get your business back on your fans’ minds and earn their word-of-mouth.
If your business marketing plan doesn’t include social media strategies, you’re already dead in the water.
Why? Because more of your customers are using social media to stay informed, stay connected and stay up-to-date on brands, offers, sales and more. We’re using our mobile phones for shopping, making flight reservations and interacting with our favorite brands. And when we’re on our favorite social networks, we’re in contact with brands throughout our day. As the use of social media sites continues to grow, so does the importance of a social media strategy for retailers.
Customers are accessing their social networks via smartphones, making the presence of retail brands on these social outlets even more important. Approximately 80% of smartphone users access social networks on their devices, and 55% of those users visit social networks on their devices once per day, according to Monetate.com.
Shoppers are using their mobile phones to shop, as well. (read more…)
Negative word-of-mouth happens to everyone. No industry, brand or product is immune to it. When it happens in social media, it can feel extra painful — because it’s out there in the open for everyone to see.
But true word-of-mouth marketers know that these experiences — while sometimes frustrating and disappointing — are opportunities in disguise. They take advantage of these moments to show customers that they’re listening, that they’re human and sometimes make mistakes, and that they care enough to fix the problem.
The next time it happens to you, think of these inspiring strategies others have used to win over upset customers.
- Make them laugh: There’s obviously a time and a place for jokes when it comes to fielding customer complaints, but a good sense of humor can be disarming and personal enough to defuse a negative comment while showing you’re human. Bodyform famously did it with a hilarious (and viral) video response to a husband’s rant on the brand’s Facebook page about the company’s misleading, euphemistic TV commercials.
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Should brands try to respond to negative social comments?
By Jesse Stanchak on May 22nd, 2013 | 1 comment on this post
This week, we asked: Do you respond to negative social media comments?
An eagle-eyed reader responded to last week’s poll question to point out that there’s an important distinction to be made between responding to negative social media comments and negative reviews of products or services. I couldn’t agree more — the two may seem similar at first glace, but they have very different response protocols.
When someone mentions you on a review site, they’re creating a much more permanent representation of their experience with your brand. These reviews are lasting, easy to find and something customers will seek out when they’re considering buying from you. Social comments are much more ephemeral, but in some ways can be more damaging, as they are more likely to influence the closer personal connections of the person leaving the comment and also have a higher potential for going viral. (read more…)
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