Build An Army Of Influencers, Rather Than Paying For Just A Few
Often times, marketers talk about trying to win over influencers or, in other words, influence those who have influence over a lot of people.
Companies try to do this in a number of ways, including offering supposedly influential customers with a big audience the opportunity to test drive a car for a few days or get free samples through platforms like Klout.
In the days before Klout, I was even offered a test drive opportunity from a brand's PR agency based off of a now-defunct social media blog I wrote. (And I can tell you my influence in the car world -- or knowledge of cars -- is less than stellar.)
This practice is especially prominent among marketers trying to win over the elusive Gen Y consumer.
The problem is, Gen Y consumers don't necessarily trust these influencers; they trust their friends.
A recent survey by Deloitte found that just shy of 90% of Gen Y consumers ask their friends for their opinion on a brand or model and just shy of 80% said that their friends have an influence on their eventual purchase decision when buying a car.
Gen Y's friends -- not blogs, not review sites, not prominent social media users or YouTube stars -- have tremendous influence.
That's why marketers, especially those with an extensive social media presence, need to focus on winning every single interaction with Gen Y consumers.
Sure, one user may have a slightly higher Klout score or more followers on Twitter but, based on the numbers, a person with a much lower score and audience could end up having an even greater influence on an eventual purchase.
Because every single Gen Y member is a possible influencer, you can't pass up the opportunity to positively influence every single consumer you come in contact with.
Focus on winning small, individual interactions to build an army of Gen Y consumers authentically recommending your product, rather than paying for the attention of just a handful of "marquee" influencers.
PATRICK EVANS
Patrick Evans is a Gen Y member working in social media and marketing. Chat with him at @ptrckevns.
Recent Engage:Gen Y Articles
-
The Key Is Choice May 17, 10:30 a.m.
Millennials have quickly become the most coveted target demographic for brands. The reasons for this are ...
-
How 'Real World' Went From Righteous To Sloppy Drunk: The Reality TV Generation Shift May 10, 10 a.m.
In early April, Bill Simmons’ “Sports Guy” Q&A segment on Grantland featured the following exchange on reality ...
-
Some Brands Really Get Tumblr. Here's Why April 24, 12:05 p.m.
I reap the benefits of a job created only in the last five years. I write ...
-
The Recession Gap: A Look At How Older And Younger Millennials Were Affected By The Recession April 22, 4 p.m.
For years, marketers have classified 18-35 year olds as “Millennials,” because they share similar characteristics. However, ...
-
Become A Champion Of Millennial Wealth March 29, 10 a.m.
Preparing to get my own income taxes done, an article on Forbes.com caught my eye. It ...
-
From Princess To Diva: Gen We's New Beauty Culture March 22, 10:24 a.m.
My daughter is seven, but she is so mature, articulate, and style-focused, she could easily be ...
-
Football's Existential Crisis March 8, 7:25 a.m.
Recently, President Obama admitted he’d have to think hard about whether he’d let a son play ...
-
Despite What You've Heard, They Seek Lasting Love Feb. 22, 8:47 a.m.
Thanks to Valentine’s Day, a plethora of stories recently hit the online stratosphere about the dating ...
-
Want 2 Meet Up? How Millennials Are Redefining Dating In The Digital Age Feb. 8, 7:20 a.m.
Dating is often complicated and confusing, but that’s especially the case for Millennials. They’re coming of ...
-
Managing Millennials: Turning Mistakes Into Opportunities Jan. 25, 5:55 a.m.
Everyone knows that in the advertising business it is all about people. And a disproportionate number ...
Be the first to comment on "Build An Army Of Influencers, Rather Than Paying For Just A Few"
Leave a Comment