Mike Libecki is an extreme climber who was named National Geographic’s Adventurer of the Year. You might also know him as Dell’s rugged influencer, a position he gained largely through his social media following. Many companies like Dell are beginning to see the potential of capitalizing on the large following of social media influencers like Mike in turning fans on to their brand. With audiences becoming increasingly skeptical to traditional advertising messages, it makes sense that brands look towards partnering with influencers who can be advocates for their product.
On January 31st, Northside Innovation held a meetup which featured a panel discussion about the different innovative ways brands are marketing their products using social media influencers. The panel consisted of Kristina Libby, CEO of the Social Works Company, Rob Wolf, Director of Communications with Microsoft Image, Rand Fishkin, Founder of Moz, and JJ Davis, Executive Director of the Dell Global Consumer.
The event started out with a lightning round from Mihir Vaidya, co-founder of ReadyPulse, Inc., followed by a panel discussion moderated by David Kaufer, digital marketing specialist in which they discussed the role of social influences and how some of the hottest startups and top executives are engaging new consumers.
Here’s what I learned:
- There are certain platforms that are useful in working with influencers. Those platforms are: Traackr, an influencer management platform, Medium, an online publishing platform that connects you with voices and perspectives that matter, Reddit, where you can find many active communities championing your cause.
- It’s important to find out your competitors’ followers, and who they follow–looking at other people’s tribe can help you understand their strategies.
- Finding the shared value between the influencer, brand, and consumers is key. It is the cornerstone of influencer marketing that brands can use to work with various influencers to reach consumers.
- Training and creating a toolkit are essential to successful influencer marketing, so brands are able to create consistency and scale.
- It’s important to give feedback to those social media influencers you are working with constantly to check if everything is closely aligned with your business goals and objectives.
So, now you have a basic toolkit for how to go out there and use bloggers and social media influencers to your advantage.