The uber influencer is essential to every brand’s bag of tricks. Influencers are superfans–ardent advocates of their favorite brands who see themselves as extensions of the brand and show support with loyalty, advocacy and ultimately, dollars.
Through influencer activation, brands have the ability to organically build branding, share messaging and communicate with fans on a peer-to-peer basis. By carefully cultivating relationships with top influencers, marketers can stay on brand while communicating locally-relevant messaging.
3 Steps to unleashing the Super-fan:
1. Identify
Identify the top influencers within your audience and drill down to identify brand champions in local markets. Take advantage of data science-based tools and methods like machine learning and Natural Language Processing to uncover and understand unique advocates in high value DMAs.
2. Communicate
Communicate through local leaders. Connect with the community influencers in your audience to strategically encourage them to become active brand participants.
3. Empower
Superfans are fearlessly passionate and invested in their brand of choice. Provided with the right tools and support from the brand, Superfans are empowered to organically share their enthusiasm.
Good morning twitter family, have a blessed Tuesday. ..keep it POSITIVE! #RaiderNation! pic.twitter.com/gUo5Ch51pD
— Wayne Mabry (@violator57) October 7, 2014
Armed with the right tools, brands can identify and activate their biggest fans, providing brand advocates the opportunity to become personally invested to the mother brand. By supporting powerful advocates, brands simultaneously cultivate passionate fans and consumers.
Using audience intelligence tools, brands have the ability to harness social data in order to discover and activate unique local influencers. Interested to know about your top Superfans in DC, San Francisco or Chicago? Email us or request a demo, and someone from our team will get in touch.
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