Digital Marketing World Forum's Guidance on Setting Influencer and Social Strategies

As one might expect DMWF39s series of social media and influencer panels were packed with countless takeaways and tricks of the trade Attendees who sat in on the sessions were treated to gamechanging insights by speakers representing some of the most wellknown brands and experts in these areasIsmael ElQudsi CEO of SocialPubli amp8212 a business dedicated to connecting brands with influencers amp8212 shared his perspective on the disruption currently shaking the traditional influencer space as well as what marketers can expect in the coming years during his panel quotWeAreALLInfluencers The Power of MicroInfluencersquot With over 20 years of industry experience including heading SEO and social media at Havas ElQudsi is no stranger in the world of microinfluencersMany bigname brands are understandably cautious towards the concept of microinfluencers and often impose strict guidelines on what can and cannot be said But this can potentially stifle influencers39 creativity or personal voice He also noted that although microinfluencers39 reach tends to be much smaller than that of their macroinfluencer counterparts marketers shouldn39t neglect the smaller niche audiences that these social media mavericks have access to When a microinfluencer boosts your content chances are that although a smaller audience will see it they39re likely to be highly engaged amp8212 more so than followers of macroinfluencers quotSo why are brands paying Michael Jordan a ton of money to represent themquot ElQudsi asked To put it simply it39s actually easier for content to catch the eyes of microinfluencers39 dedicated followersAnd influencer marketing isn39t just for B2C companies he noted quotWe have a couple of B2B cases especially on LinkedInquot ElQudsi said quotLinkedIn and Twitter are perfect for B2B especially telcos These platforms are getting a lot of exposure but not everyone is using LinkedInquot Quality videos and eyecatching infographics can be worth their weight in gold when it comes to helping a brand tell its story he said ElQudsi concluded by stating that it39s of the utmost importance for brands to first create solid informative content before reaching out to microinfluencers It39s impossible to build a house on a shaky foundation after allWhen it comes to building for the future LEGO Group39s head of social studios James Gregson has a social strategy constructed as colorfully as the company39s trademark bricks With a mission statement to quotinspire the builders of tomorrowquot LEGO needs to approach social in a way that captures the imagination of the adults that buy its kits for themselves or the children in their livesGregson who transitioned from nontraditional brand strategy to creative digital content strategy raised a very important question How does a brand build a social media strategy from the ground up when they39ve never attempted anything of the sort After previously lacking any social media presence LEGO39s social team took a unique approach when working with these platforms Gregson explained quotThe average human attention span has dropped from 12 seconds to eight secondsamp8230 But in the world of social media that39s scary because it39s definitely less than eight seconds nowquotHe went on to say that the average social media user scrolls through the equivalent of 300 feet of social content a day amp8212 that39s as tall as the Statue of Liberty It39s only through quotthumbstopping contentquot that his team draws more eyes to their posts The key to such content Gregson pointed out is to have a laser focus on using relevancy to drive traffic and gain attention But he went on to say that staying relevant doesn39t necessarily mean constantly reinventing the wheelFor example to help draw attention to the grand opening of Legoland Japan the brand filmed the construction of a worldrecordsetting 800000 LEGO brick cherry blossom tree with functioning LEGO lanterns The social media team later reposted the video during cherry blossom season resulting in a 300 percent increase in reach amp8212 all without having to tap additional resources to build a new creative asset Gregson emphasized the effectiveness of this approach quotIf you have a piece of content that39s still relevant it39s OK to repost itamp8230 Agile content is how we can drive reach and relevancyquotFrom the prevalence of microinfluences to understanding the everchanging formats and platforms available to brands each DMWF panel touched on how social media stands at the forefront of digital disruption As companies barrel into the future of marketing it39s clear that we have a lot of unfurling digital strategies to look forward to Let39s see what the future has in store for branded social media content and strategyClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Digital Marketing World Forum's Guidance on Setting Influencer and Social Strategies

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Hayley Virgil

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Digital Marketing World Forum's Guidance on Setting Influencer and Social Strategies

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