Introducing the Power Users of Social Media You Want to Reach

Many probably believe milllennials are the most active and influenced users of social media since representatives of this generation have played with electronic gadgets and computers earlier than members of any other generation. social media marketing plan sample “Younger users are more susceptible” to social-media messages, especially those emanating from influential users, Brock University professor Anteneh Ayanso wrote in his new book Harnessing the Power of Social Media and Web Analytics. Yet during a recent Money Talk radio interview on KCAA, Vanessa DiMauro, CEO of Leader Networks, shared the results of a study she conducted with Don Bulmer showing that marketers would be wise to think about their audience not so much by generation but rather by gender. “Women were two times more likely to turn to social channels to inform their decisions about purchases than men at all age groups,” she said. Back in June 2012, Alexis C. Madrigal observed in "Sorry, Young Man, You're Not the Most Important Demographic in Tech," an article in the Atlantic.
As for influencers, or as the report calls them, “Creators,” the main takeaway for me was that this type of influencer outreach seems to create the coveted stakeholder all brands want: an advocate. marketing on social media Results showed 88 percent of the creators all IZEA program participants, so again biased but relevant verbally tell friends about brands that sponsor them. What that tells us is sponsored social effectively turns influencers into true word-of-mouth advocates. That’s pretty powerful stuff if you believe the Word of Mouth Marketing Institute’s statistics that word of mouth is 62 times more powerful than traditional advertising.Additionally, 72 percent say they share additional posts outside of the contractual agreement for free, adding value for the investment. And 77 percent say they are likely to purchase from brands that sponsor them, meaning the investment results in customer acquisition as well. "Women are the fastest [growing] category and biggest users on every social networking site with the exception of LinkedIn.

Creators are word-of-mouth advocates

”Thus, entrepreneurs who plan to use social media should aim to clearly understand women's needs as consumers. social media marketing campaign Such efforts can be beneficial in persuading them to share their positive experiences on social networks. A social-media platform is sometimes the best conduit for building a relationship. But a retail relationship can and should live outside of social media as well. Founded in 2011, StitchFix is a younger startup that provides a personal styling service for women. People visit the website, sign up for the service and fill out a style profile based on their size, budget and lifestyle. A professional StitchFix stylist then mails out five apparel items, according to each customer’s personal preferences. The customer keeps the items she likes, pays for them and mails back the rest. The first tenet of creating a brand that people want to share with their friends is making them feel truly connected to the company.
Global communications firm Weber Shandwick concluded in its December 2012 study "The Women of Social Media," social media marketing degree that “the overwhelming majority of North American women are on social media." Cautioning that different women harbor different social preferences, Weber Shandwich said, "their social connectivity is far-reaching and their potential exposure to brand messages is high. Marketers do not want to overlook the opportunity to engage with women on social media,” DiMauro said the profile of the dominant social-media advocate is a woman who is younger than 35 and an active Twitter user who has begun to experience an improved personal-financial position and accesses the Internet via a mobile device.She also observed that “women placed a much higher importance on the degree to which a company commits to operating with a social conscience. So when a company is doing good [and] sharing information about [its] social impact, women were more likely to affiliate with that organization and share that information.

In the end, take the report with a grain of salt

The bias pointed out in the selection of marketers, coupled with the fact that the only creators surveyed were IZEA publishing partners leaves a lot to be desired in the sampling. social media marketing los angeles The total number of respondents was also concerning as only 152 marketers and 152 creators made up the quantitative part of the survey. To be truly indicative of a wide market trend, we need a lot more responses, but also for it to be of brand marketers, not just those familiar with sponsored social. What if that group makes up less than 10 percent of the total? That would make these numbers moot. And asking questions such as “Is sponsored social a source of income for you?” to an audience of people who are paid to share branded content by a company is sort of redundant, right? Still, the swift change from last year’s sentiment around sponsored social is something to take note of. There are brands spending money -- apparently a considerable amount on sponsored social.
In an age when it seems every retailer is trying to automate personalization, StitchFix takes a more back-to-basics, social media marketing strategy template truly customized approach. The company’s business model relies on stylists getting to know customers over time and selecting clothes that will surprise and delight them based on their personal style. The relationship that's built between the stylist and customer creates a customized shopping experience that's memorable and worth sharing with others. “Our clients share personal information with our stylists,” Meredith Dunn, StitchFix’s vice president of client experience, tells me. “And in return our stylists are able to send [each client] pieces that fit her, flatter her body, and help her look and feel great.” Clients have even told StitchFix stylists that they were expecting a child before sharing the news with friends and family, Dunn says. A personal connection like this can’t be replaced by a clever tweeting schedule or even amazing content.