Tag Archive social media

ByPhilip Passman

Digital Stars: The Rise of Social Influencers

As bizarre as it may sound, Social Influencers are among the top five trends communicators and marketers must master. The increase in popularity of social media enables more and more individual to acquire large numbers of followers, sometimes up to several millions. Very successful social influencers earn millions of dollars and possess a certain cachet that challenges traditional celebrities who achieve success with actual talent

king bach

Some remain opposed to the relevancy of Social Influencers, especially journalist that pounce at every social influencer mishap with a host of reasons as to why businesses should not endorse  influencer marketing as a strategy. Nonetheless, businesses continue to adopt a Social Influencer marketing strategy. This is because we are in the social media age and its turning traditional means of marketing on its head. Consumers want to be entertained and informed simultaneously, they no longer expect brand to sell to them passively.

Patricia Bright

Personally, hearing other people’s feedback on a product or service, contributes significantly to my buying decision. It transcends to a whole other level of trust when someone I consider to be, -to use one of Kanye West expressions – “Dope” speak about an experience or product with a call to action to try it out. Research carried out by the University of Hamburg showed that traditional celebrities are still considered more favourable, however the familiarity aspect of social influencers, made them more trustworthy. In which case, Social influencers hold endorser effectiveness without a doubt.

Paul logan

Last year, L’Oréal increased its budget on social influencer’s as it saw sales increase as a direct result to its social influencers. Amongst other companies, L’Oréal is leading the way in influencer marketing, taking full advantage of this technic to reach a wider audience. It formed a ‘beauty squad’ made up of influencers from different ethnic backgrounds with strong reputations to promote make-up products. Also, this enabled the brand look more diverse.


L'oreal social influencers

What began as individuals with cameras and a lot spare time is now being implemented into marketing strategy for firms.



ByPhilip Passman

Social media network as a distribution channel

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I remember researching on an assignment topic, for a challenging module (Strategic management and Planning) during my time in university. Students were required to come up with ways to help brands in the cartoon industry with high amounts of customer loyalty, however, faced with longevity issues. For example, Barbie and Ben 10. My solution was to extend distribution channels from the traditional cable channels on TV such as Cartoon Network and Disney channel to online streaming platforms that serve the same consumers such as Netflix, NowTv and Amazon – on the hypothesis of reaching a wider audience.

I never imagined social media acting as a distribution channel just like the radio, Television and online streaming platforms? The increasing importance of social media network has prompted businesses to re-think their strategy. Social media platforms like Facebook and Twitter are beginning to serve as an alternative distribution channel for major companies, as more partnerships are being formed and deals being struck. In September 2017, the NFL partnered up Facebook to distribute highlight and recaps on the social network and delivered 10 games live on Twitter in 2016. This is similar to watching Premier League matches live on Facebook or Twitter.

Also, In China, a three-year partnership with Tencent was announced. NFL live games including the super bowl and playoffs will be available for fans to access on the NFL section. This goes beyond social media platforms simply serving as a promotion tool for brands, Social media is being modified for major brands to serve as means for extended distribution outside their traditional audience broadcast.

Perhaps, in the future, we would see a more packaged social media? A premium member Facebook account holder with monthly fees for access to watch our favourite shows or a premium twitter account which enables users to stream their favourite band concert.



ByPhilip Passman

A catalyst for better social media promotions

The dramatic changes occurring due to rapid technological advancement has left companies constantly playing catch up, as they scramble to make the right decision that provides a competitive edge. Not too long ago, when social media first surfaced, solely small sized innovative companies adopted a social media strategy, most big companies remained skeptical about the true benefit of social platforms. However, as the benefit became more obvious, major brands and companies began to embrace social media and adopt a social media strategy. Look- the moral of the story is, Social media is important and can be deployed as a strategy but it has to be done right. Are you familiar with the resource based view approach?

It emphasises on a company’s resources, as the fundamental determinant in creating a competitive advantage and performance. In other words, making the best out of the resources available to you to boost performance.

There are three main types of promotion which include, paid promotion, owned promotion and earned promotion. Social media platforms, fall under the owned promotion category, you own it so make the best out of it. When you create a Facebook account, you are required to register as a member in order to have access and join in on community activities. You control how you are perceived in the community. Similar to real life, these online communities consist of other members living their digital lives, sharing thoughts, opinions, photos and videos. From a business perspective, this unlocks potential opportunities as it enables direct and unlimited access to its customers and future prospects for free! Guess that explains why the big brands decided to change strategy. It gets even better, you can hold multiple social identities and participate in several social media platforms.

Well then, this is easy, anyone can do that? The answer to that is no, not if you intend on achieving set business objectives. There are other things to consider such as target audience, level of sophistication of target audience, which social media platform are my target audience active on? Identifying the right platforms your target audience are most active on, is significant to having a successful social media campaign.A promotional campaign that requires players to upload original video content will get very little or zero response from a target market that primarily consumes content and does not create any content. Research a little to collect some data before you launch a social media promotional campaign. People tend to create alter egos in the digital world however, majority of social media consumers remain spectators and consume content passively.

Marketers have found ways to segment the market for social consumers and now teaching businesses of all sizes this formula. Marketers can now collect information from our digital footprints – which comprises of the traces we leave as we interact online and when you share social content. The use of analytics is fundamental for measuring progress on a promotional campaign. Have an expert or influencer test your product and give a review on your product, that way your business becomes more credible and gains more recognition.  If you would like to learn more about planning social media strategies, then get in touch now to book a consultation for free now! Remember make the most of  your available resources!