MRKT 453 Lecture Notes - Lecture 9: Influencer Marketing
26 May 2016
School
Department
Course
Professor
Document Summary
Lecture 9: influencers and advocates: appreciate passive broadcast vs personal referrment. Aral and wwalker 2011 study: if we"ve got 1. 4 million friends; 9,687 participants. 10% this conversion rate is the highest b/c its personal, there"s credibility and trust b/c you trust your friends" opinion. T 202 ppl out of 1,000,000 will actually use it. An online influencer is someone who carries disproportionate persuasion (zhang 2013) The concept behind influencer marketing is that internet social media has created a world where everyone can be a news source, thought leader, and influencer. 3-4 criteria: number of followers/friends, consistency of relevance to my life/interests. Eg. consistently credible news: authoritativeness: not being, engagement (retweets) 90-9-1% rule: in most communities, 90% of users are followers who seek information but never (or rarely contribute), 9% contribute a little, and 1% account for almost all content and engagement. Like being an expert in a particular field. Promoters, supporters, and defenders of your brand and products.
