CCO兼集体偏见的创始人艾米·卡拉汉（Amy Callahan）最近写了一篇赫芬顿邮报的文章stop calling the use of celebrities “influencer marketing.” As far as she is concerned, if you choose to use celebrities as part of your marketing that is celebrity endorsement – not influencer marketing. She has a fair point. Influencer marketing is about data and relationships, not celebrity deals.
Influencer marketing is central to helping consumers make good use of their social media channels to work their way through purchasing decisions. It focuses on trusted online experts assisting consumers through the buying process. The emphasis needs to be on the help, not the famous face giving the advice.
Too often in recent years, brands have placed their emphasis on the person who delivers their message. The real focus should be on the advice they provide. Most consumers only build relationships with Influencers online because they respect their knowledge. The average person goes online to solve a problem, and influential people can provide suggestions of ways to solve the problem.
Influencer Marketing is About Data and Relationships Not Celebrity Deals:
金博宝188备用网址有影响力的营销并不全部与名人有关
的确，有影响力的营销源于名人的认金博宝188备用网址可。品牌已经与名人合作了数十年，以帮助他们兜售商品。甚至马克·吐温（Mark Twain）在他的时代也认可雪茄，衣服，剃须配件，威士忌和铁路。无声电影明星，胖子莎（Arbuckle），认可了香烟。
Arguably, a non-existent celebrity was the most successful influencer marketer of the 1950s. The Marlboro Man influenced smokers to smoke his namesake brand for 40 years. Of course, the Marlboro Man was merely a marketer's creation – a persona of the ideal customer. However, smokers of a time when smoking was the norm, looked up to the macho image of the Marlboro Man. Over the years, the Marlboro Man was portrayed by different models, but he was always the same celebrity influencer.
As we come closer to the modern era, celebrity endorsement widened, and by the 1990s it was widespread. By this point, many celebrities were the face of a brand. The was probably best epitomised by the George Foreman Grill, which will forever be与乔治·福尔曼（George Foreman）的名人名字有关rather than its manufacturer, Spectrum Brands or designer, Michael Boehm.
随着互联网的日益普及，品牌最终将与他们的名人代言人在线合作是不可避免的。
The most significant problem with celebrity endorsement, though, is that there is no intrinsic reason why we should trust a celebrity’s word over anybody else’s. Sure, I would take note of David Beckham’s views on the quality of comparative brands of football boots, or his wife’s thoughts on quality music management. But why should I place my trust in their opinions on the quality of anything else?
金博宝188备用网址有影响力的营销与信任有关。当涉及到利基市场建立权威时，名人只能真正在其专业领域声称专业知识。
乔治·福尔曼（George Foreman）确实设法将他的名字与健康的烹饪联系起来。也许人们认为拳击手必须适合，应该知道如何健康饮食。
Relationships are the Essence of Influencer Marketing
对影响者营销的一种简单的看法是，品牌签署合金博宝188备用网址同并付费有影响力的人来推广其产品。
In reality, though, Influencer marketing is so much more than that. For a start, you need to think about the term “influencer.” To be influential, you need to build relationships with people. You can not influence anybody if you have not first nurtured a relationship with them.
在品牌成为方程式的一部分之前，“有影响力的人”首先需要建立积极的在线声誉。他或她必须获得追随者。人们必须真正对这个人说的话感兴趣。他们必须感到足够深刻的印象，以决定跟随该人，并听到更多他或她将来要说的话。
斯科特·古斯里（Scott Guthrie）发现了人们经常将名人认可误认为有影响力的人营销的关键原因。金博宝188备用网址在他的2016年文章中，为什么名人认可不是他苦恼的影响者营销：金博宝188备用网址
“Being popular isn't the same thing as being influential. Mickey Mouse is popular. Katy Perry is popular. But you wouldn't think to turn to Mickey or Katy to influence your decision to buy a new fridge, a new car, or to choose between pension providers.”
Too often, people get spellbound by the famous and hang on to their every utterance. However, if you inspect the situation, it is clear that celebrities are not influencers – apart from the sole area of expertise in which they gained their fame.
How a Genuine Influencer Works
Genuine Influencers will already be speaking to an audience about the subject in which they have a passion. They will use their blogs or social media channels as a mouthpiece – not to bigmouth themselves, but to provide views, help, ideas, tips, and anything else that will widen the knowledge of their followers about the topic of expertise.
真正的影响者不仅要谈论产品，因为它们是为此付费的。在品牌敲门之前，他可能已经提到了这一点。工资支票停止后，他将继续这样做。
Genuine Influencers build up valuable relationships with their followers because they speak with an authentic passion for their topic. As a result, these followers return on a regular basis, so that they can learn more.
If a brand wants to undertake genuine Influencer marketing, they will have to loosen up on creative control. Influencers speak in their own voice. It becomes obvious if an Influencer releases content that they are not contributed to; if they talk in somebody else’s voice.
Data is a Key Part of Influencer Marketing
Traditional organic Influencer marketing can be a long and tortuous process. To a large extent, it is a game of hope. We have supplied a few shortcuts in our Ultimate Step by Step Guide to Reach Out to Influencers, but it is still hard work.
这样做的主要原因是，您必须自己进行影响者的营销选择和吸引过程。金博宝188备用网址您必须涉足屏幕截图，以找到您主题中的人们在网上提供最大影响力的人。
Both platforms and agencies make the Influencer selection part of the process easier. The platforms bring together much of the influencer marketing data necessary for influencer selection.
Agencies either use the platforms on the brands’ behalf or undertake the research themselves. Either way, an agency client does not have to worry about going through the entire influencer wooing and selection phase The agency provides necessary data and usually analyzes it for their clients too.
Of course, even agency and platform clients still end up having to build relationships with Influencers. The last thing that an influencer wants to do is to lose their cherished influencer status. If they come across as inauthentic to their followers, they rapidly begin to lose credibility.
平台和代188滚球地址理商至少提供了可以指导品牌与影响者之间对话的数据。
当您查看个人影响者时，您会在整个社交平台中看到有关它们的令人难以置信的数据。188滚球地址您可以找到与
- 策略
- Performances of the different social networks for different types of products and Influencers
- The kind of influencer best suited to a particular brand – micro-influencer, mega-influencer, or celebrity
- 引起特定受众共鸣的故事类型
- The types of brands that specific Influencers like
- The times of the day that have been most successful for particular kinds of posts
品牌需要准备进行实验。即使您通过代理商与经验丰富的影响者合作，也不一定意味着个人影响者将是特定品牌的完美选择。品牌需要准备好让运动时间睡觉，然后分析统计数据。如果有效，请继续活动。如果没有，请更改您的广告系列。
Data is Also Essential For Determining Campaign Successes
Of course, the key reason that you would focus on influencer marketing data is to determine the success of any given campaign.
对于名人运动来说，这可能是一个特殊的问题。品牌很容易专注于获得与他们合作的特定名称的虚荣指标。尽管他们确实应该更关心描述底线的数据。如果您支付了25万美元来获得名人的服务，那么该活动会产生多少额外的销售？
Any influencer campaign generates a vast variety of data. Apart from secondary stats like influencer followers, each post can add to a campaign’s data collection. This includes stats relating to impressions, likes, shares, pins, retweets, and the like.
Of course, you have to be careful with statistics. Anybody can quote impressive sounding stats for followers and impressions. People can buy followers, and impressions can be targeted at the wrong audience for a brand. You need to be able to mesh all of the data together to determine whether a campaign is a success.
结论 - 影响者营销涉及数金博宝188备用网址据和关系而不是名人交易
It does not take long for most brands to learn that the success of influencer marketing does not come from a celebrity endorsement. There are a few exceptions – generally more significant brands with wide-ranging target audiences. However, most firms do not have potential clientele who will rely upon celebrity factor in their decision making.
The most successful influencer marketing arrangements often occur with fussy, sometimes tricky influencers. The reason for this is that they are not merely there for the money. They have built up an audience, and they value their followers’ attention as much as their audience appreciates their posts and videos. These influencers will not risk alienating their followers by promoting anything that they would not use themselves.
If one of these genuine influencers agrees to work with you to promote your product to their followers, you know that like your product. You won’t have the same level of control as you would with a celebrity, but you will be working with somebody exuding genuine influence.
这确实意味着您需要小心，不要过多地专注于数据。在任何官方竞选活动结束后，理想的影响者可能仍然会很好地支持您的品牌。从您收集的任何统计数据可以清楚地看出，您可能会从广告系列中获得销售。
