Social media influencers PDF

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1. Influencers (300 words): Locate a number of influencers (3-6) that would be motivated to help share the video. Discuss why they are suitable (e.g. expertise, audience: see WOM and Viral session) and how you would contact them to maximize the probability they would share it (e.g. email, twitter, phone).

In order to spread WOM we need to find influencers who share the same values or lifestyle as the message we try to communicate in the video. In our case, the value we want to share is related to domestic abuse. Then, influencers who are implied in the fight for women’s rights are crucial for achieving our marketing aims. Another important point to be considered is their reach. It is important to find people with a lot of connections, followers, views in their profile and retweets (or shares). As it is easier due to the large range of resources available on the internet, we have done some research before identifying opinion leaders. Using a webpage called ‘Buzzsumo’ we have identified some opinion leaders on twitter using the words ‘domestic abuse’, ‘domestic abuse uk’, ‘domestic violence’. Thanks to this tool, we have found influencers with a huge range of followers and ratio sharing associated with the values we want to share, as women’s aid. They are suitable as they have good brand equity transferal and a really good ratio sharing in their blogs and social media accounts. The ones we have chosen are: scotwomensaid (company), riseuk (company), carollambertmsw (blogger). (Twitter accounts) In order to contact them we are going to use social media, blogs and e-mails as there is the option to send them ‘Direct messages’ and their webpages are shown in their profiles. In order to build a relationship with these influencers, we need to highlight the importance of the topic and to make them understand their reputation is going to increase if they share the video. Due to the nature of the service of the association we represent, we cannot provide free products to influencers in order to attract them. For this reason, it is crucial to make them understand what is the aim of the video and highlight the importance of domestic abuse in UK as it happens really often and citizens are not aware of it. https://app.buzzsumo.com/amplification/influencers? type=influencers&result_type=relevancy&blogger&influencer&company&journalist® ular_people&ignore_broadcasters=false&active_only&q=domestic%20abuse&page=1 https://app.buzzsumo.com/research/most-shared? result_type=total&num_days=365&general_article&infographic&how_to_article&video& what_post&why_post&list&type=articles&q=domestic%20abuse&page=1 https://app.buzzsumo.com/amplification/influencers? type=influencers&result_type=relevancy&blogger&influencer&company&journalist® ular_people&ignore_broadcasters=false&active_only&q=domestic%20abuse %20uk&page=1

2. Existing brand communities (100 words): Outline the existing communities at the disposal of the brand or organisation, if some are believed as better outlets for dissemination (and investing in dissemination) please discuss this. There is a webpage at the disposal of organization. In the web page you can also find their Facebook page and their Twitter. Citizens tend to look for news on Twitter, where Scottish policemen update information about what is happening in the city. There are also organizations related with the issue, such as women’s aid, which can be considered

as a good outlet for dissemination due to the reputation it has and the services they provide (phone assistance, donations…). http://www.scotland.police.uk/whats-happening/news/2014/october/festive-campaignto-target-domestic-abusers https://www.facebook.com/PoliceScotland/ https://www.twitter.com/policescotland

Outline how you will track the spread of the video (e.g. Facebook, Twitter or google metrics, or Hootsuite). Furthermore how will you measure the success of the video in achieving the marketing aims (e.g. surveys to measure awareness or attitude amongst the target group, website traffic, page ‘Likes’). We are going to track the spread of the video via Facebook, Twitter and blogs as it is the easiest way to measure the success and the influencers we have chosen have a big impact on them. We can look for the number of retweets, views, comments, and likes in order to measure the success of the video in achieving the marketing purposes. We can also see how many times it was shared by users. Another way to measure the ‘virality’ of the video is doing some surveys in order to see if the users understand the message we wanted to communicate and to see if it has created the impact we wanted to create (increasing the awareness of domestic abuse). Another measure is the number of calls to the Scottish police. It is important to reduce the number of calls and the time between each call (more than nine minutes after the campaign). If it happens it would mean that people are more aware of the importance of domestic abuse and the impact we have created by the video is the one we wanted....