Influencers don't buy stuff - the point is...
After Nick's debate with Paul Gillin at the New Comms Forum last week, Katie and others have fastened onto Nick's quote that "Influencers don't buy stuff." It seems that some have taken this to mean that influencers don't matter because they are not buyers. This is not the point.
The point is, firstly, that influencers are influencers, and are therefore important - by definition. They can't both be influencers and not matter - that's an oxymoron. So engagement with influencers is mandatory.
The second, and more important point, is that you need to talk to influencers in a different way that you might to customers. To put it crudely, you can't pitch to influencers.
It's not enough to "join the conversation" with influencers. You've got to know what to say, and how to say it. Saying the wrong thing is worse than saying nothing.
I think the missing link here is the identity of influencers. There may be "new influencers" such as bloggers, but they are not the totality of the influencer ecosystem. In any market the ecosystem will be heterogenous: in most markets we see a dozen or more influencer types.
So, step one is always to identify the individual influencers in your market. Only then can you think about what to say to them.
The point is, firstly, that influencers are influencers, and are therefore important - by definition. They can't both be influencers and not matter - that's an oxymoron. So engagement with influencers is mandatory.
The second, and more important point, is that you need to talk to influencers in a different way that you might to customers. To put it crudely, you can't pitch to influencers.
It's not enough to "join the conversation" with influencers. You've got to know what to say, and how to say it. Saying the wrong thing is worse than saying nothing.
I think the missing link here is the identity of influencers. There may be "new influencers" such as bloggers, but they are not the totality of the influencer ecosystem. In any market the ecosystem will be heterogenous: in most markets we see a dozen or more influencer types.
So, step one is always to identify the individual influencers in your market. Only then can you think about what to say to them.
Labels: influencers, New Communications Forum
posted by Duncan Brown at 9:59 am
2 Comments:
I don't think anyone said that influencer's don't matter. I know I never said that.
However, the debate about influencer marketing comes into a new light when you look at Dell and its efforts in connecting with customers who want or need a response by Dell.
What does it mean when Dell focuses on customers and people who discuss Dell. And as a result go from 49% negative comments to 22%? Was Dell talking with just customers, or were they also covering influencers at the same time?
It is a good thing to make that reduction, but what affect does that have on sales and brand reputation. Would it be better to spend the time on influencers rather than customers, or do companies have to do both?
Thanks for the comment, John. So, just to be clear, companies have to invest in both customers and influencers. Why?
Customers buy stuff. They are the number one focus for all firms. But how to reach them, when they are turning away from marketing messages? They are less attentive, more selective and generally sceptical towards marketing messages.
By finding and marketing to influencers, companies can increase the reach and effectiveness of marketing, because it's conveyed by influencers. And because there are fewer influencers than customers there are degrees of scalability to be achieved.
Dell has done a great job in addressing the "Dell hell" perception. But it has invested substantially in customer service in order to achieve this turnaround. I think they got into their weak position by forgetting the two primary influencers on a purchase: product quality and customer service. Other external influencers cannot make up for deficiencies there.
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