私に言わせれば、いわゆる「インフルエンサー」の99%は、山を移動するコミュニティが承認した個人ではなく、自己作成または代理店作成のエンティティであるため、実際にはまったくそうではありません。 真の影響力者の例として私が使用する人物を挙げましょう。イエス・キリスト、最愛の使徒ヨハネ、ウラジーミル・プーチン大統領、スティーブ・ジョブズ、ビル・ゲイツなどです。

However, to cosy up to the general marketing notion that some kind of “influencers” are needed to reach out to some communities, the accepted practice is to find some of them on social media and blogs, and hope to leverage their influence spheres to their fans. Here are where the true warm-hearted ones and the predators get centrifuged very easily and quickly.

ソーシャルインフルエンサーに招待状を送ると、一般的に次の2つのカテゴリに分類されます。

  • 代理店代表
  • 自己表現

有料メディアは獲得メディアではありません

For the agency-represented, you can essentially treat them as mere advertising vehicles, and generally they do not care for your invitation unless you pay them for their attendance or “coverage”.

For some marketers, such entities are serviceable and they are willing to part with their money to “buy some influence”. However, make no mistake, these would NOT count for unbiased and professional editorial coverage (earned media), and most mainstream PR practitioners would leave these out of the reports.

For the self-represented, there are 2 kinds still. There are those who act like the agency-represented ones, and demand an upfront payment for “coverage”. Again, these individuals are serviceable for some marketers, but to those who seek earned media, these individuals would not count.

獲得したメディアを提供するインフルエンサー

あなたの招待状を温かく受け入れ、(時には彼ら自身の写真やビデオグラフィックの乗組員でさえも)現れ、メインストリームの編集者やジャーナリストと同じくらい真剣に招待状を受け取る宝石があります。 次に、これらの人々は、オーディオビジュアルアセットを使って作品を作成するか、インタビュービデオを用意して、ソーシャルメディアやWebプロパティに投稿します。

You can count these individuals as earned media, and you may be surprised that these individuals may have more real influence than paid entities (agency or self-represented), as the advertising regulations dictate that if a piece is PAID FOR, it should show “SPONSORED”, which would reduce the credibility you are trying to achieve.

このようなインフルエンサーはオンラインプレゼンスを通じて収益を上げており、有料またはスポンサー付きの作品でオンラインプレゼンスを活用できる特別な場合があります。 ただし、優れたインフルエンサーは、投稿するすべての作品がスポンサーになるとは限らないことを知っています。

Imagine if you see a magazine or newspaper, only to see “Sponsored” on every single piece of content. Would you bother reading? Of course not! The same wisdom applies. Even though some media these days are blurring the lines and “think” that their readers/audiences can’t differentiate between advertising (in whatever guise) and editorials, the truth is that people can and do – and that is why you can see many print publications going out of business or dwindling in reach and numbers.

別の傾向は、ますます多くの人々が オンラインで広告をブロックする with adblocking browsers and plugins. Even smartphones are easily configured to block out online ads. So you can say that people do not like ads for ads’ sake.

コンテンツと広告

There is no consensus on what is a good content and advertising mix. However, since most people prefer real content over advertising, a media is better off with as high an editorial content as one can (80% perhaps). The same applies for “influencers”. The higher the useful information, the more likely the social media or web properties will retain their audiences (lower bounce rate), and retain their followers and grow.

したがって、社会的インフルエンサーを選択する場合は、必要なものを理解し、視聴者が何を望んでいるのかを理解し、物事が完了する前にお金を要求するのではなく、心を温める人を選びます。 それはただのビジネスであり、私たちは一緒にやって来るすべての会社を搾乳することを単に望んでいるのではなく、私たちと一緒に働きたいと思っている人が誰であるかを知る必要があります。

PS – If you ask me, there are MANY whom we have seen along our journeys, who are really great folks to work with. You just need to get past the usual broad paths, and look hard and deep. Their collective influence is simply much more valuable than paid pieces, and generally last longer and reach farther over time.

PPS – There is also another route – becoming your own influencer and having your owned media. We have helped clients set up micro-sites (or blogs) to create or curate content, from textual to video content, and your own people can be your best brand ambassadors or influencers. With good SEO, you can easily emerge to reach out to your own audiences, without paying through your nose to those “money-only” pseudo-influencers.

Dr Seamus Phan のCTO兼コンテンツ責任者です McGallen & Bolden。 彼はテクノロジー、戦略、ブランディング、マーケティング、リーダーシップトレーニング、危機管理の専門家です。 この記事は彼に同時に表示される可能性があります ブログ。 接続する LinkedIn。 ©1984-2020 Seamus Phan 他 全著作権所有。