SOCIAL INFLUENCE MARKETING

DEBORAH BOMSTEIN

MBA2 A

1. What is the difference between word-of-mouth marketing and Influence marketing ?

Word-of-mouth marketing and influence marketing are both about influencing people in order to give advices, opinion, tips about buying something in the future. Word-of-mouth marketing is more influencing people that you know person to person when social influence marketing is about influencing people that is within your community. It is not necessary to people that you know. Social media influence is more to engage a communication to individual voices that will become the influencers. With social influence marketing, people work with social media like Facebook, Twitter when word-of-mouth marketing will focus on create a buzz.

2. Post a link to the article you read, in addition to the Slideshare. Higilight the key quote. How did the article expand your understanding of the assigned presentation? Support - contradict? Please be specific

Link to the article: this one is just to identify the different trends.

Link to the article with good example

This research is highly relevant to travel marketers and advertisers as it demonstrates the different roles played by each media type at the various stages of the travel planning and buying process.

It definitely expands my understanding as I can really see now that the goal is to focus on influencers in order to communicate about their future buying of something. Spreading the word to many influencers with power through different communities is now essential and those articles help me with it. It supports the idea that influencers make your brand important, well-known or not and how you develop your influence marketing on different social media. Now brands need to focus on influential voices and expand their communities to create a social brand. The products are not the core of the marketing anymore but how influencers will talk about the product itself.

“Social Influence Marketing for Dummies” is also a good tool when you are looking for definition.

3. What is the relationship between communities and your social brand – give your insights for Slide 23.

Your social brand is how you expand your brand on social media like Facebook or Twitter and how you interact with influencers and fans – Your influencers and your fans create your community. Without this community, your social brand will not be as much as efficient. Your community should be the core of your social brand and your strategy. More you touch

communities and reach many influencers, more your social brand will be important and more your brand will be communicated through all the communities.

4. What is the relationship between Klout scores and Influence Marketing? Is a Klout score meaningful?

Klout score is about how much you influence customers /people. Klout measures how you communicate with your community and with other communities – how you interact with people and how you join the conversations to share information. Your Klout score determines how your social influence marketing is powerful or not – it is measuring how you are reaching the influencers on the web. Klout score can be quite useful to know how much your communication is perceived to your influencers. It is not as meaningful as Google analytic where you can have more details but it gives you a good trend of your popularity through the influencers for Facebook and Twitter.

5. For Missoni Hotel

Social Influence Marketing Action Plan

a) Action Plan:

- Set up your goals and objectives

- Define the right target

- Develop how you will reach the different influencers

- Define the channels that will be used : what kind of social media or platforms

- Define the exceptional services you will launch to be different and let the influencers spread the word.

- Define how you will be able to measure it

- Define how you will be able to check the ROI

- How to create a bigger community through the social media choosed

b) Objectives:

- Precisely define the influencers that you want to reach, which one are referent, expert or positional and which one will be efficient to talk about Missoni Hotel.

- Mobilize groups to create an efficient Missoni community to take specific actions, make influencers the marketers and with those actions enhance Missoni brand.

- Increase the audience numbers especially on social media: create a bigger community and extend the number of interactions with the influencers.

- Enlarge the visibility on social media and enlarge to more different platforms.

- Join the conversation on more platforms and develop the brand awareness. Forget to launch a campaign: it is all about join the right conversation to launch your products.

- Create a blog in order to create the own Missoni community, be able to interact with the influencers and make special “games” or offers in order to reach more influencers through the Missoni influencers.

- Create an application on mobile device like a game when you want to launch a new service in Missoni in order to let them play with these new services

- Create a real engagement : be present everywhere and SHARE. Help your influencers to spread the word for you. Use the general tools like newsletter to link it to your social media on Twitter for instance. Everything should be linked to your social platforms: newsletters, pictures, videos, events in Missoni.

c) Specific Social Media:

- Twitter

- Blog:

- Youtube

d) Show how the selected Social Media have synergies

The selected social media definitely have synergies between each others: the Missoni blog is the core of your marketing. And we will use Twitter and Youtube to link to the blog all the information about the hotel. The synergies will be very efficient as the influencers or the future customers who do not know the blog but follow Missoni on Twitter and watch videos on Youtube will have the possibility to be linked to the blog and discover the community.

e) Explain why you selected these specific media

Twitter: the best to share information efficiently and to choose the important influencers that will help you to enlarge your community. Twitter helps you to find easily more

influencers that can ask their influencers to follow you. Missoni will be in the core of different conversation and will be able to interact more with the communities.

Blog: creating a Missoni blog where you will share all the new events, spa launching, new menus at the restaurants, pictures and most important where your community will interact with you and other influencers. The blog is very useful as you can have your own space and be able to share very many types of different information about your community and about your hotel. The blog can be also very efficient when it is linked to other social media.

Youtube: it will allow to communicate more through videos to show luxury guest experiences for instance. Youtube is huge and video can shared with many influencers. The platforms allow to have a good ideas of the brand through videos.

f) How will you measure the results of the Influence Marketing

It can be difficult to measure the true ROI and the results of the Influence marketing. But it can already be measured:

- By the number of times the post has been shared / viewership / retweet

- By the number of followers and fans that you have on social media

- By the number of people who subscribe to your actions especially on your blog

- By testing your Klout score to know better about your popularity

- Being on Twitter analytic to see the different results

- By using Google analytic tracking users and activities

- By seeing the number of participants to your games, offers, deals