Today our CEO Brad Klaus spoke on a panel with this title at the Social Media Optimization Conference.
What does it mean for a brand to build and leverage its social graph?
First let’s start with defining what we mean by “brand social graph.” This is basically a way to describe a brand’s customers and their extended trusted networks. The brand graph is not new to marketers, who have long recognized the value in referrals and trusted networks (90% of consumers trust recommendations from their friends whereas only 14% trust ads, according to Nielsen).
But the smart brands are the ones who are going on to identify their leading influencers, so they can effectively activate and engage them around the brand, leading to greater conversion events such as acquisitions and sales.
Forrester analyst Augie Ray’s Peer Influence Pyramid identifies the best targets for marketers looking to develop a social marketing strategy. Specifically, a brand’s best influencers:
The Extole platform provides marketers with the resources they need to identify these mass connectors by tracking customer likes and other sharing events and messaging so our clients know who is recommending what to whom across what channels and which are generating the best responses.
That’s the identify part.
The leverage part comes in when we arm our clients with programs that provide personalized experiences and targeted offers to these top influencers, so they can activate them with reasons to recommend and engage with their brand. This ultimately drives measurable conversion events such as new user acquisitions, Likes, follows and sales.
Our programs are predicated on the established fact that your clients are your best marketers. With the right platform in place, your ROI will never be the same.