Influence Marketing its Time has Come!
June 15, 2014
Marketing without content is a lot like having a million fake followers on Facebook or Twitter. Some people are ok with that and want to focus on the “image” and how they’re perceived. It could result in a quick fix but the problem is long term. Building a following whether it’s Twitter or a product you’ve developed takes time and nurturing to grow. Influence marketing according to Marketing Land’s Steve Olenski is when writers and contributors with a large audience are able to orient marketing activities around their voices.
There is what separates the “fake” from the “fearless.” Influencer marketing isn’t just about one person it’s about enlisting the help of many to create social change. It’s not about trying to get your “followers” to like something so a retailer will send you something free. It’s exactly what people like Jane Akre are doing-using their voice to bring awareness to a cause: Medical Mesh.
In “The Tipping Point,” Malcolm Gladwell poignantly illustrates influencer marketing as the “Law of the Few” which he describes thusly:
The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.
Though influencer marketing has been popularized as the “it” tactic of 2014, Gladwell’s book (published 14 years prior in 2000) hits the nail on the head with the benefit of influencers to carry a conversation or idea to the masses. This idea is similar to the 80/20 Principle, which asserts that roughly 80 percent of the work is accomplished by 20 percent of participants.
This is what I refer to as social activism marketing. It’s not partisan it’s about championing for the people by the people; and I’m hopeful that this “trend” will become “entrenched” to combat The Sociopathic Business Model™. A fundamental for this to work is that 1. the person must have true influence 2. it’s about doing right not being right 3. must be able to motivate others to help take action.
Many will agree that what’s gone on at the VA is deplorable, what’s going on at the border is gut wrenching; and that there’s a serious mental health crisis in this country. We need facts and to create plans around those facts. The problem is when facts are distorted, erased or shredded then it leads to speculation. Social activism marketing requires facts to force accountability.
Get involved or help inspire others. Please forward any examples where social activism is trying to force accountability for positive change. The more people know the more we can all help each other.