The internet, digital and social media has greatly extended the reach of word of mouth marketing; but, its importance still lies in its authenticity. True influencers are a brand’s customers who are getting their news and information through earned media including, friends, publishers, word of mouth, and social media platforms. According to a recent Nielsen study, 92 percent of consumers trust such earned media above other forms of advertising. Targeting and engaging these influencers means meeting their needs, empowering them, and assisting with their decisions so they have reason to endorse your brand or product.
The "How Valuable is Word of Mouth" study published by Harvard Business Review reported that brand advocates typically spend two times as much as and recommend or share reviews two to four times more than your typical customer. Brands are looking to harness their advocates for a return on their investment beyond retweets, likes, and blog posts. It is no longer enough to know who your social influencers are, but to engage those on an ongoing basis who actually boost sales.
This forum will demonstrate how leading brands and agencies are harnessing influencer marketing, what experiences they are creating for their influencers, and the results of their efforts. We will answer the following questions:
70 senior marketing and communications leaders from leading brands, agencies, and technology companies