Brand’s influencers on Twitter = Huge pay back

According to our recent research, influencer targeting is absolutely crucial on twitter AND it’s probably wise to start with those who are organically connecting to a brand’s twitter account from within a brand target market or industry.

Here is why:

It’s a fact, people talk infrequently about brands in social media.

Moreover, we found that brand are mentioned much less on Twitter than on Blogs. In the examples below, brand mentions are 10 to 30 times less on Twitter.

The good news is that we also found that:

Industry influencers talk 100 times more often about brands that matter in their industry than the average Twitterers**
The pool of relevant influencers that are strongly connected to a brand through Twitter mention it 2 to 60 times more than other influencers within the same community.

=> Influencers from a brand’s industry who connect to are 200 to 1200 more likely to mention it than the random Twitterers

B is for Business, Blogs and Brides

Business: Every year in the United States, there are approximately 2.5 million weddings. Weddings have grown to become a $40 billion per year industry.

Brides: They’ll spend more money on that one day than they will on any other day of their lives (with the exceptions of buying houses and paying for their kids’ weddings).

Blogs: In social media words, such a large business segment translates in a broad community of wedding bloggers/twitterers aggregating an audience of millions who are going through their wedding process. That is, approximately: 2.5 million weddings * 2 brides/grooms * 2 helping mothers * 40% who read blogs.

eCairn high-tech community social media engagement report

Top #Cloud, #Security, #Virtualization influencers and 5 tips on how to reach them

Facebook, Twitter, LinkedIn and more recently Foursquare. Those are the buzzwords that rightfully comes to mind when we talk social media.

Often, another critical dimension stays unnoticed: Social media is a network of virtual communities.

By communities, understand a large group of like-minded people, highly passionate, highly interconnected (through Blogs, Twitter, Facebook, LinkedIn).

Targeting Community and Influencer

All good fishermen know that you’ve got to fish where the fish
All waters aren’t equal.

In the world of social media marketing, it translates into : “They’re conversations about your brands potentially everywhere, but they’re places that are more important than others”.

Marketers need to identify the right ponds for them.