In Chapter 3 of The Face-to-Face Book, Ed Keller and Brad Fay describe an influencer as "a person who has a greater than average reach or impact through word of mouth in a relevant marketplace" (p. 60). Everyday people can be considered influencers. An influencer does not need a large amount of Facebook friends or Twitter followers. Based on literature and their experience as market researchers, Keller and Fay discuss three key components of an influencer: means, motive and opportunity.
First, Keller and Fay explain why an influencer needs to have the means to stay in contact with others. If a person does not talk to others, it is difficult to spread new ideas. It is important for people to have a strong real-life social network. When an influencer has a large group of people to interact with, the influencer can actively be involved in the conversation. It is also important to talk to others frequently. By talking to others on a regular basis, an influencer can spread a number of new ideas to those people.
Another way to determine if someone is an influencer is motive. Influencers always want to know about the new thing. Influencers will also use various channels to stay informed. They will use social media, attend stores and expos and talk with others about the latest trends. They can talk to others either in-person or through social media. Influencers have to consistently learn about new trends so they can share their thoughts, which keeps them motivated to learn about the newest trends.
Opportunity is the last aspect of an influencer. Influencers must be willing to share their new information with other people. Typically, the opinions of influencers can sway a person's decision. When people read product reviews, they may favor an influencer's review more than other reviews of the same product. That may persuade someone to either purchase or not purchase an item. Also, influencers can use social media to share their thoughts and information. When influencers use social media, more people can find that information and share it with their friends. As a result, even more people learn about this information.
Influencers can impact the decisions of others. They have to have the means, the motive and the opportunity in order to be considered an influencer. They have to talk to people regularly, learn about the latest trends and share new information with others. They do not need a huge following online. It is more important to have more real-life relationships with people. Anyone can become an influencer, as long as they have these three qualities.
Wednesday, March 26, 2014
Thursday, March 20, 2014
Talking About Brands
There are many recognizable brands that exist. It's hard to talk about every single brand. Some brands are discussed frequently, while other brands are not talked about. Why do people talk about some brands, but not others? Ed Keller and Brad Fay use Chapter 2 of The Face-to-Face Book to discuss what causes people to talk about a brand.
People talk a lot about a brand or company when a new product is available. What about well-known brands? Are they talked about? Keller and Fay believe people should ask these questions and discuss Seth Godin's 2003 book, The Purple Cow. In the book, Godin's family traveled to France. On the way to France, they passed many pastures with cows. Eventually, the cows were not interesting and the family ignored the cows. However, a purple cow would get noticed because it would be a unique cow. Godin states many products are not unique enough to demand attention. If a brand has something remarkable, people will remember it and talk about the brand (p. 31). That idea remains true today. When a brand has something that is different from other brands, that different item makes people talk. That unique item is the cause for discussion.
Chick-fil-A's "Daddy-Daughter Date Nights" are one reason people talk about the brand. Different restaurants hold these date nights throughout the year. It is common for the restaurant to be closed to the general public, making the evening more special for the fathers and daughters who attend. Chick-fil-A provides each pair with a tray liner with conversation starters, allowing for good conversation. They also receive a take-home booklet filled with ideas for other activities fathers and daughters can do together (p. 46). I really like Chick-fil-A's "Daddy-Daughter Date Nights" idea. It gives fathers and daughters an opportunity to talk and catch up on each other's lives. They also get to spend quality time with each other and build their relationship.
Brands need that special thing that causes people to talk about them. When brands have a unique item, it gives people something to talk about. If someone has that special item, that person can act as a brand ambassador and talk about the product and the brand. As a result, more people may learn about the brand and check the brand out. The Purple Cow and Chick-fil-A's "Daddy-Daughter Date Nights" are just two examples of a special thing other brands do not have. These are things that get people talking, which brands want. Brands want people to talk about them, whether it is through word of mouth or social media. When people talk about a brand, that brand stays relevant, as it is considered important enough to talk about.
People talk a lot about a brand or company when a new product is available. What about well-known brands? Are they talked about? Keller and Fay believe people should ask these questions and discuss Seth Godin's 2003 book, The Purple Cow. In the book, Godin's family traveled to France. On the way to France, they passed many pastures with cows. Eventually, the cows were not interesting and the family ignored the cows. However, a purple cow would get noticed because it would be a unique cow. Godin states many products are not unique enough to demand attention. If a brand has something remarkable, people will remember it and talk about the brand (p. 31). That idea remains true today. When a brand has something that is different from other brands, that different item makes people talk. That unique item is the cause for discussion.
Chick-fil-A's "Daddy-Daughter Date Nights" are one reason people talk about the brand. Different restaurants hold these date nights throughout the year. It is common for the restaurant to be closed to the general public, making the evening more special for the fathers and daughters who attend. Chick-fil-A provides each pair with a tray liner with conversation starters, allowing for good conversation. They also receive a take-home booklet filled with ideas for other activities fathers and daughters can do together (p. 46). I really like Chick-fil-A's "Daddy-Daughter Date Nights" idea. It gives fathers and daughters an opportunity to talk and catch up on each other's lives. They also get to spend quality time with each other and build their relationship.
Brands need that special thing that causes people to talk about them. When brands have a unique item, it gives people something to talk about. If someone has that special item, that person can act as a brand ambassador and talk about the product and the brand. As a result, more people may learn about the brand and check the brand out. The Purple Cow and Chick-fil-A's "Daddy-Daughter Date Nights" are just two examples of a special thing other brands do not have. These are things that get people talking, which brands want. Brands want people to talk about them, whether it is through word of mouth or social media. When people talk about a brand, that brand stays relevant, as it is considered important enough to talk about.
Thursday, March 13, 2014
Pizza Hut as a Leader in Social Media
Pizza Hut, Inc. is the world's largest pizza chain, with more than 13,000 outlets in 92 countries. The brand was recognized as one of Interbrand's "2010 Global 100 Best Brands" and also ranked in the top half for social media engagement. Pizza Hut uses social media as a way to interact with fans. Bernie Brennan and Lori Schafer use Chapter 10 of Branded! to discuss how Pizza Hut uses social media.
Pizza Hut has made ordering a pizza easy, via their Web site and Facebook app. Typically, to order a pizza to eat at home, you have to call the restaurant and place your order. Pizza Hut's Web site shows customers how to order online. Customers are able to save items, so it is simple to reorder in the future. It is quicker for customers to order online and there is less chance for error. In additon to ordering on the Web site, Pizza Hut created an app where customers can order a pizza without leaving Facebook. With Facebook's popularity, the company wanted to have a presence so they could be involved in the conversation.
The Facebook page of Pizza Hut provides a lot of information. There are positive comments from customers and customer service issues. Company posts are about the latest marketing campaign and corporate initiatives, such as the BOOK IT! program. The page also has a link to an iPhone app, as well as a discussion forum, polls, videos and upcoming events. These features allow fans to interact with the company and share information from the company with their friends. By sharing content, more people could become interested in Pizza Hut. In addition, Pizza Hut could get more customers.
At first, Pizza Hut's Twitter page was not as successful as Facebook. That changed when the company hired its first "Twintern," a summer intern who focused on communication on Twitter. In June 2009, Alexa Robinson became the first Twintern for Pizza Hut. She tweeted about giveaways, the iPhone app, new products and more. When she first started, the page had 3,000 followers. That number increased tenfold in just a few months. Robinson was very successful and became a "Tweetologist," a Twitter specialist for Pizza Hut.
Forbes Magazine named Pizza Hut's "Killer App" as the top branded mobile application of 2009. Users can order pizza, pasta and wings. While users wait for their food, they could play the Hut Racer game, where they navigate a course to get the best time. The app is practical and fun, combining the ability to order food and play games in one. The app was downloaded more that one million times in its first year. It has also received a number of awards.
Through their use of social media, Pizza Hut has been very successful. The ordering process is easier, which may result in more repeat customers. The Facebook and Twitter pages provides fans with information they can share with their friends. The "Killer App" not only lets users order food, but they can also play games. Pizza Hut has been a leader and continues to use social media to interact with fans and get them involved in the conversation.
Pizza Hut has made ordering a pizza easy, via their Web site and Facebook app. Typically, to order a pizza to eat at home, you have to call the restaurant and place your order. Pizza Hut's Web site shows customers how to order online. Customers are able to save items, so it is simple to reorder in the future. It is quicker for customers to order online and there is less chance for error. In additon to ordering on the Web site, Pizza Hut created an app where customers can order a pizza without leaving Facebook. With Facebook's popularity, the company wanted to have a presence so they could be involved in the conversation.
The Facebook page of Pizza Hut provides a lot of information. There are positive comments from customers and customer service issues. Company posts are about the latest marketing campaign and corporate initiatives, such as the BOOK IT! program. The page also has a link to an iPhone app, as well as a discussion forum, polls, videos and upcoming events. These features allow fans to interact with the company and share information from the company with their friends. By sharing content, more people could become interested in Pizza Hut. In addition, Pizza Hut could get more customers.
At first, Pizza Hut's Twitter page was not as successful as Facebook. That changed when the company hired its first "Twintern," a summer intern who focused on communication on Twitter. In June 2009, Alexa Robinson became the first Twintern for Pizza Hut. She tweeted about giveaways, the iPhone app, new products and more. When she first started, the page had 3,000 followers. That number increased tenfold in just a few months. Robinson was very successful and became a "Tweetologist," a Twitter specialist for Pizza Hut.
Forbes Magazine named Pizza Hut's "Killer App" as the top branded mobile application of 2009. Users can order pizza, pasta and wings. While users wait for their food, they could play the Hut Racer game, where they navigate a course to get the best time. The app is practical and fun, combining the ability to order food and play games in one. The app was downloaded more that one million times in its first year. It has also received a number of awards.
Through their use of social media, Pizza Hut has been very successful. The ordering process is easier, which may result in more repeat customers. The Facebook and Twitter pages provides fans with information they can share with their friends. The "Killer App" not only lets users order food, but they can also play games. Pizza Hut has been a leader and continues to use social media to interact with fans and get them involved in the conversation.
Subscribe to:
Posts (Atom)