Targeting influencers on Twitter vs. brand advocates

Jay Baer’s Convince and Convert published this infographic which compares influencers with brand advocates on social media. Mediabistro's "AllTwitter" explains:

As the infographic explains, influencers are the high-tech version of celebrity endorsements. They are characterized by large followings and usually require an incentive – such as money or free products – to support your brand on social media. 

Brand advocates, however, are highly satisfied customers who take it upon themselves to promote your brand because they genuinely value it. They are trusted by 92 percent of consumers, while influencers are trusted by only 18 percent.

Though, Lauren Dugan goes on to say that this study shows that "influencer outreach is overrated," we would argue that the term "influencer" is just oftentimes misused or misunderstood. Certainly, as the term applies to national celebrities like Sean Hannity or Rush Limbaugh, influencer outreach will most likely prove fruitless.

But what about niched influencers (people who are "celebrities" about a specific topic - like Chris Brogan)? Or influencers within a geographic area (like a local newspaper, or a well-respected politico)? While it would prove a monumental effort and achievement to get attention from, or the endorsement of, a national-level celebrity, the same isn't necessarily true of local, relevant influencers.

We'd also argue that if brand advocates are trusted by 92% of consumers, they are influencers about that brand.

Favorable tweets or retweets from your local paper or a well-respected figure within your county's party could potentially have as much impact in a local race as anything you might receive from a national level celebrity any way, and they're a lot easier to acquire. As we say at PolitiKlout, targeting matters.

Still, it's important to understand the difference between a brand advocate (or ambassador) and an influencer.

Click image to enlarge. H/T All Twitter.

What's the most effective type of digital marketing?

Texting, apparently.

According to this infographic from Mogreet, 84% of Facebook news feed stories aren’t viewed, 71% of tweets get ignored and 88% of emails go unopened. Yet, 98% of text messages get opened. So, in theory, companies that market through SMS/MMS have a far truer reach.

Thank goodness PolitiKlout offers texting solutions in addition to social media outreach alternatives. But as a general rule of thumb, we'd advise that you not assume everyone's using the same platforms - and so a comprehensive digital marketing strategy is necessary.

Click on image to enlarge. H/T Mashable

PolitiKlout teams up with the Atlanta TEA Party and Peach Pundit to offer Georgia Ethics Text Poll

In May, the Atlanta TEA Party and Peach Pundit teamed up with PolitiKlout to determine views regarding the upcoming T-SPLOST vote.  We had hoped to run the poll 3 times before the election.  However, with multiple polls recently out on T-SPLOST, we have decided to poll the issue of gift caps for lobbyists instead.

To participate, text “ethics” to 28748

Do you support ending Georgia’s practice of unlimited gifts to legislators from lobbyists?

A) Yes

B) No

C) Undecided

ONE PHONE NUMBER, ONE VOTE.

The poll will run through Wednesday at 5:00pm.

So, about our logo...

You might be thinking to yourself, "What's up with that funky PolitiKlout logo?"

Beats us! We just slapped a bunch of logos on the wall and blindly chucked a dart.

In all seriousness, discussing our iconography might seem to some folks an odd way to strike up a blog conversation - but we think it fits right in with our mission statement, branding and service offerings.

Ultimately, "PolitiKlout" - as a brand - is about targeted political outreach. While it's true that trust in online, social, and mobile advertising is growing, it's also true that word-of-mouth advertising is still the most effective type of advocacy. 

"But what does that have to do with your logo?" you may be asking yourself.

Everything.

The robot spittle that vaguely resembles a cloud is, in fact, meant to resemble a technological cloud. Don't worry, it's not as nebulous as it sounds. Just as "cloud computing" refers to an inherent and mobile interconnectivity, so too does our cloud-esk logo.

And to what does the "klout" in PolitiKlout refer?

You're no doubt familiar with Klout.com, which provides social media analytics to measure a user's influence across her or his social network. We're big fans - mostly of the idea of tapping social media influence. When 92 percent of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising (an increase of 18 percent since 2007), you have to come to terms with the idea that tapping influential social media users has become a necessary element in any outreach campaign.

When you combine all of these branding elements together, what you have is a service that connects candidates with influential thought leaders - through traditional and social media - for targeted campaign advocacy.

Not bad for hurling a dart at the wall, huh?