Last night, Extole’s CEO, Brad Klaus, joined the likes of Gary Vaynerchuk of VayerMedia, Bonin Bough of Kraft, Marc Speichart of L’Oreal and many more at the Under the Influence Summit: Media and Influence. The lively half-day Summit was jam-packed with panels and presentations all centered around the power of influence.
Brad participated in a panel that discussed the future of social advocacy and the difference between hand-crafted vs. technology-enabled advocacy. What bubbled up to the surface was authenticity. Brands often overshadow what their customers want by trying too hard to “influence” their opinions and conversations. Brands need to take a step back and implement smart strategies that appeal to their consumers and are easy for them to interact with. As Gary Vaynerchuk claimed, “our consumers aren’t idiots.”
Brands also need to think about how they can leave a lasting impression on their consumers. One way to do this is by giving consumers a unique experience with a brand. This can be in the form a social promotion or program with a compelling and unique offer. Brands can also run social programs that allow consumers to express how they feel about a brand and share it with their friends via Facebook’s Open Graph.
In today’s increasingly connected and social world, there is no denying the power and influence of consumers. As social marketing evolves so will the platforms, technologies and strategies to appeal to them. Igniting social advocacy among a brand’s consumers has to be top of mind for successful and effective marketing.
To learn more about how Extole can help you launch strategies with your consumers’ best interests in mind, contact us HERE.