The Power of Selfie Marketing – Part Two

Be sure to read Part One of this seriesThe best marketers are coming up with ideas to encourage customers to market their brand to their friends in fun and entertaining ways amp160According to Nielsen impressions are 3x the value of paid media as there are few things more valuable than referrals coming from people we knowNinetytwo percent of people believe in recommendations coming from friends and only 47 percent and 33 percent believe in TV ads and banners respectively Nielsen Global Advertising Trust StudyThe easiest way to measure Selfie media vs Paid media is through Cost Per Engagementamp160 At Socialtyze we have seen our Selfie and influencer campaigns report CPE rates in the 20 to 30 cent range which is approximately one half to one third of what we see in paid media not to mention Nielsenamp8217s 3x in value of earned vs paidAs for impressions itamp8217s a little harder to measure but one way to look at the analysis for Instagram is to tally the average number of friends 843 and use an estimated reach of friendsamp160 Tap Influence estimates this number at 35What are Best Practices for Selfie MarketingThe Idea Center the selfie around an activity or theme that is simple fun shareable and promotes your brandamp160 CPKamp8217s What We Do for Love and Dear Momamp160pictured at right campaigns above are good examplesThe Incentive Provide an incentive to post and xyzSweeps to encourage people to participateamp160amp160 The best incentives are ones that money canamp8217t buy such as the Marc Jacobs Modeling Contest see image at topFeed App amp160Use a feed app that collects all the submissions in one destination via a creating a community that allows you to display and promote all the submissions in a tab or micrositeContent License Set up the terms and conditions of your program so that you have the licensing rights to the posted contentamp160amp160 The more unique the URL the easier it will be to claim the rightsContent Approval Processamp160 Use a feed app that allows you to approve or reject the contentamp160 While you canamp8217t prevent what people post to their own pages you can be selective in what you include in your own page through a content management systemPhotos vs Videosamp160 While we are fans of video submission for the right campaign it is a higher bar to clear than submitting a photo More often than not photos will generate more participation more shares and more reachThe Right Social Networksamp160 Encourage consumers to use Instagramamp160amp160 Unlike Facebook whose algorithm limits views to approximately 1015 of a friend base Instagram posts reach a much higher percentage of friends estimated at 25 35amp160 Vine is also very powerful if you are focusing on video and a younger demographicPromote your Campaignsamp160 Use paid media and influencer marketing to promote the campaigns amp160amp160Influencers lend tremendous credibility to campaigns and encourage others to participate Remember that every user engagement will be amplified so that your paid media dollars can go even furtherMy last point is that Selfie Marketing is hot right now and it is still relatively young which means itamp8217s the best time to jump inamp160amp160 Getting users to participate is easier than you think and there is nothing better than watching your own customers endorse your brand to their friends while having a ton of fun doing soThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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The Power of Selfie Marketing – Part Two

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John Bohan

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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