Who Are Digital Influencers?

7 Aug

Who are digital influencers? What do they do? How do you identify them? If you work in the marketing and communications business, I’m sure you’ve either asked (or have been asked) these questions. The topic of digital influencers has been a pretty trendy one in a few brainstorms I’ve participated in over the past few months. Marketing and PR teams are constantly trying to find ways to innovate and this is a sexy new way of doing it.

In my opinion, there should be a loose definition for “digital influencers” because brands will work with them in their own unique ways. If I had to give a very generalized definition, I’d say digital influencers are online personalities who’ve built a following around an area (or areas) they’re most passionate about. Some of my favorite digital influencers I’ve had a pleasure of working with are JessiMae Peluso, @NYDoorman and Rae Holliday. JessiMae’s a popular stand-up comic who got her big break on MTV’s “Girl Code.” @NYDoorman started his parody account a few years ago and built a following around NYC nightlife and events. Rae Holliday is one of hip hop’s premiere socialites.

 

Once you’ve discovered a digital influencer who shares the same passion points as your brand, then it’s time to think about how you can collaborate. It’s important that you look at it as a partnership and not a build on to something existing. Digital Influencers will only work with brands that their followers love. Once the partnership is formed, there are tons of ways to create content. Below is a list of a few different ways:

  • Exclusive Content Series
  • Press Events (don’t just invite media, invite digital influencers for real-time promotion)
  • Product reviews
  • Twitter Parties
  • Facebook Takeovers

Now you’re probably wondering how to connect with these individuals. There are professional “connectors” who help brands and influencers work together. In fact, I’m one of them. Before I started working professionally as a connector, I had the privilege of meeting a ton of digital influencers at events or through social media. Initially I participated in conversations with digital influencers for the same reason you’ll want to work with them – I thought they were cool. I didn’t realize I was building a powerful network. I then was able to help my clients create major campaign partnerships with these guys. If your brand is looking to build out a digital influencer program, I highly recommend meeting with a connector who has experience working with these individuals. They can help your team build relationships for ongoing partnerships.

What are some of your favorite brand/digital influencer partnerships?

Beyonce & Jay-Z: How A Divorce Could Affect Their Brands

30 Jul

Just to be clear, before we dive into this conversation, I’m a hardcore fan of The Carters. All of these rumors about a potential divorce frightens all of their fans. However, at this time, they’re nothing more than rumors. Let’s remain positive.

The Carters have been together for 10 years and are perceived to be pop-culture’s favorite couple. They’re worth more than $900 million and have been changing the definition of “music marketing” for some time. Jay-Z’s partnership with Samsung helped him to sell 1M albums in one day. As a part of her $50-million Pepsi deal, Beyonce released exclusive tracks with them and dominated the Super Bowl Halftime show.

So if divorce were to happen – which I hope it doesn’t –  what would it mean for their individual brands? Here are my thoughts …

Jay-Z’s Brand

Hip hop is one of the largest music genres of all time. “Do you listen to hip hop?” is a common question that comes up in social conversations. Jay-Z’s the rapper that gives street credibility to everyone, even the guy who doesn’t listen to any other hip hop artist. He’s the one rapper no one has anything negative to say about. We currently see HOV in the press quite often – at award shows, touring and releasing new music. In the event he and Mrs. Carter go their separate ways, I think Jay will go “Dr. Dre” on us. What that means is he’ll continue to work just as hard but he’ll do it behind the scenes. RocNation Sports, RocaWear and all of his music initiatives will become first priority. I don’t see him focusing a lot more on his solo career. Instead, I think he’ll continue to partner with younger musicians (Kanye West, Justin Timberlake, J. Cole) to maintain his street credibility.

Beyonce’s Brand

Mrs. Carter. Mrs. Carter. Mrs. Carter. A friend recently posted a Facebook status that pretty much summarizes my thoughts on how a divorce could affect Bey’s brand: “Sorry to hear about the divorce rumors but I’m prepared to purchase my ‘Mrs. Knowles Tour’ tickets.” Beyonce’s probably the best music entertainer we’ve seen since Michael Jackson. She is the face of female empowerment and surprisingly, in the era of social media, still maintains her “celebrity” status. Emotionally, I can only imagine how difficult a divorce is but professionally, it wouldn’t even be a bump in the road for Bey. She would continue to sell out world tours, surprise us with new albums and be a great role model. When celebrities are single, they’re perceived to be more desirable. There are plenty of brands that base campaigns on desirability and attractiveness. As a single woman, Beyonce would become a major spokeswoman target.

When it comes to Jay and Bey rumors, I never believe them (unless there’s video footage). So just to reiterate what I said earlier, I don’t wish divorce on anyone. If The Carters ever decide to separate, they’ll both continue to do well, professionally. How do you think a divorce would affect Beyonce and Jay-Z’s individual brands?

Nicki Minaj Drives Perfume Sales By Leveraging Social Following

21 Jul

When Onika Maraj (Nicki Minaj) brags about being a “Boss A** B***,” she’s not joking. The A-List pop icon partnered with HSN to release an exclusive fragrance for her perfume line. Originally, the fragrance was only going to be available for one day but due to an overwhelming amount of purchases and social chatter, they extended the offer an extra day. The program itself was 1-hour long, both days. Along with Nicki Minaj, hosts Colleen Lopez and Callie Northagen, spent a great deal of the broadcast driving social chatter. #NickiAtHSN was the official hashtag and Nicki threw to it often during the live airing.

Screen Shot 2014-07-14 at 12.44.07 PM

During my MTV days, one of our biggest asks would be for talent to throw to a hashtag on-air. It would always surprise us how fast the hashtag would start trending worldwide after this tactic so I totally get why HSN and Nicki pushed for it. Reading and responding to tweets in real time was also a pretty strong on-air integration tactic that helped to drive sales. Leading up to the broadcast, Nicki shared promotional images with her 18M Twitter followers and her 6M Instagram followers. This led to the hashtag trending worldwide for the majority of the day, during each broadcast.

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Nicki’s made it very clear that she understands she’s much more than an artist – she’s a brand. Jay-Z’s partnership with Samsung and Beyonce’s partnership with H&M shows that they too understand how to use their gifts to bring in serious revenue. I truly love Nicki’s partnership because she knew her social reach would allow her to drive sales in real time.

The first day she sold out of the 9k bottles that were available so she returned for a second day to sell another 16k (25k in total). Nuts! Each bottle was sold at $59.50. That’s $1.4M she made in two days. As she often says, “Don’t sleep on The Kid.” I can’t wait to see which A-Lister will adopt this model next. Have you seen any other celebrities use their social following to drive product sales? 

#BrooklynBrunch: MLK Edition

16 Jan

Since I first made the move to Brooklyn (BK), I promised myself that I’d make my personal development goals just as important as my professional development goals. As a young pro, it’s so easy to allow your career to take over your life. Luckily, NYC is such an amazing place with a lot to do, especially in BK.

As I mentioned in the Pursuing Your Dreams post, I fell in love with BK at a very young age. I made the move from

Via Time Inc

Manhattan to BK a few months ago and decided that I’d like to become a Brooklyn resource — someone who knows everything there is to know about the borough — in a few years. One of the many things I’m doing to make this happen is hosting a weekly #BrooklynBrunch with a few of my closest friends. Every week, we go to a different Brooklyn-based restaurant and have controversial yet meaningful conversations.

In honor of the late Martin Luther King, Jr., we’ve decided to host a brunch today and will be discussing the state of black Americans.

“Our lives begin to end the day we become silent about things that matter.” — MLK

New Blog Name: They Call Me Social K

3 Jan
A lot has changed for me over the last year — professionally and personally. I’m living in my favorite city, working for one of my favorite brands and meeting someone great everyday. My former title of this blog — The PR Nerd — no longer

 represented me anymore so I decided to change it to ‘They Call Me Social K.’
I’ll still be posting my nerdy social media, marketing and PR-focused posts but I’ll also be giving you guys a look into my personal life. 2012 should be a great year and I’m looking forward to investing more time into my blog.

Is Kelly Rowland’s New Image Good For Her Brand?

16 Jun

Can we talk about Kelly Rowland‘s new image? For years, Kelly was branded as a classy woman. While I am happy she is having success with her

latest single “Motivation,” I’m concerned with what it will do to her brand. She is getting very “Keri Hilson” on us, right? I don’t want to think about Kelly as a freak in the bed, I want think of her as a classy woman who can be brought home to meet someone’s mother. I have been (and always will be) a Kelly fan. I had this conversation on Facebook a few days ago with friends who had very interesting opinions.

I would love to hear thoughts from you all. What do you think about her new image? Is it negative? Is it something that can hurt her in the long-run?

HOW TO: Turn Twitter Relationships Into Real Relationships

12 Jun

In the marketing/PR field, real relationships (not pointless “connections”) are a high priority for those who aspire to go far in the industry. Ever since I was a kid, I’ve been obsessed with meeting new people and listening to their life’s story. Naturally, this has helped me to meet amazing people in my industry.

Meet In Person

Kanye West and Jay-Z chatting over drinks

It’s easy to email back-and-forth with someone but what’s more memorable … an email conversation or a Happy Hour conversation? I’ve tried to build relationships with Tweeps via email, especially with those who have active schedules. Those have not worked in my favor, plus I digg face-to-face interaction. A few weeks ago, I came across Weber Shandwick professional, Ronn Richardson on Twitter. After tweeting with him a few times, I asked him to meet me for drinks. We met, conversed for hours and discovered we had a lot in common. Now, I talk to him like every day, attend various industry events with him and he will be redesigning my blog. What if I didn’t ask him out for drinks and just tried to “connect” via email?

Don’t Be Afraid To Outreach

Justin Bieber With His Mentor, Usher

Whenever I find someone on Twitter who I think is cool, I make sure to meet them in person. This isn’t always an easy task because I tend to digg a lot of people who others digg as well. Due to this, I have to be innovative (in a sense) to get them to pay attention to what I’m saying. While trying to convince them to pay me attention, the first thing I think of is: how can I help this person. Before asking someone to meet in person, it’s important you know that they know how you can help them. Being a junior-level employee, this has not been a hard task because a lot of the senior folks I outreach to love giving back. Chatting with a junior-level guy and sharing tips/giving advice helps senior folks (who do not have a lot of time) pay it forward.

Twitter is a great place to meet wonderful people, especially if you work in marketing/PR. So many great professionals from our industry maintain an active presence on Twitter. Until the day I get bored with the tool, it will always be one of my main sources of meeting amazing professionals in my industry.

Have you had any experiences with turning Twitter relationships into real relationships? Do you think a Twitter relationship, by itself, is a “real” relationship?

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