Influencer Advocacy – Moving Beyond the Marketing Cliché

webinar

If you work for a major brand, then your marketing department is likely spending a fair amount of attention and money thinking about stars on YouTube, Instagram, Snapchat and other social media platforms. Influencer marketing is beyond a trend in marketing, and is now closer to a cliché.

But, engaging digital influencers provides more opportunities than simply generating sales. With every public policy issue being debated in Washington, DC or the states, you can guarantee there are organizations and individuals with the ability to passionately advocate for their views – and influence their followers to do so. Similarly, enhancing your organization’s reputation requires methodical attention to those digital influencers who your stakeholders listen to on a daily basis.

Looking Beyond YouTube

However, to effectively engage digital influencers for a policy or reputation perspective means looking beyond the YouTube star. It requires digging deeper into the data to identify those individuals online who combine the reach, credibility and brand-fit to be engaged on your topic. The key is to identify those influencers, map their networks and engage them in an authentic and effective way.

Tools like Traackr, Klear, Little Bird, Group High and others are changing the way in which organizations can identify the people who will have the best chance of mobilizing their grassroots supporters and other relevant stakeholders. That said, these tools are not a panacea; the manual research and offline effort you put into effective influencer engagement will turn a mediocre effort into an outstanding one.

If you have been doing “stakeholder engagement” with offline influencers, the good news is that the transition to the online world is just a few mouse clicks away. And, if you’re altogether new to influencer engagement – offline or online – then the onramp is not too steep or expensive.

Finding the Right Influencers

We are joining the Public Affairs Council and USAA, on Tuesday, May 17, to talk about how organizations can identify the digital influencers that will best support their campaign, and the methods for engagement.

The question is, are you connecting with influencers in your industry who can maximize the efficacy of your advocacy and reputation building efforts? We will share our strategies and tactics with you to make sure you have the right answer.

Interested participants can register for the event here.

 

 

Influencer Advocacy – Moving Beyond the Marketing Cliché

webinar

If you work for a major brand, then your marketing department is likely spending a fair amount of attention and money thinking about stars on YouTube, Instagram, Snapchat and other social media platforms. Influencer marketing is beyond a trend in marketing, and is now closer to a cliché.
But, engaging digital influencers provides more opportunities than simply generating sales. With every public policy issue being debated in Washington, DC or the states, you can guarantee there are organizations and individuals with the ability to passionately advocate for their views – and influence their followers to do so. Similarly, enhancing your organization’s reputation requires methodical attention to those digital influencers who your stakeholders listen to on a daily basis.
Looking Beyond YouTube
However, to …

Continue reading >

The Intersection

The Intersection is an in-depth series designed to help you anticipate and prepare for public policy challenges and opportunities.

View the Intersection
See all posts >