Category Archives: influencers

Content Strategy from SiteVisibility

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Content marketing can be great for building your brand expertise in a variety of fields. Typically content is aimed at customers who can benefit from interacting with particular types of information. Another very important goal for content is to increase Google search engine rankings.

SiteVisibility is a UK SEO firm that really understands how to develop content to achieve key goals. One way to boost rankings is to encourage bloggers to link to your content. Kelvin Newman clearly explains his THEME model to make the most of content.  It starts with Tribes- those people who manage websites or blogs and have the motivation to link to your site because they want to publish interesting material. By engaging those bloggers and researching their interests you create posts that are so compelling they want to share. For example, Kelvin recommends interviewing bloggers and publishing what they say. Having relationships with influencers also makes them more likely to link to you.

Another key element to content creation is spending on paid media. These days if you invest in content, it pays to amplify it. Brands also must think of the goals and metrics in advance of content creation. What do you want that content to achieve and what measures will show success? Simply brilliant.

Here is a link to SiteVisibility.

It’s a great podcast.

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Does Twitter Matter?

twitterYou spend a lot of time on Twitter writing pithy statements and communicating with your target audiences. But does what people read on Twitter affect their purchase behavior? One recent study suggests that for at least one product category – it does. A study by Thorsten Hennig-Thurau, Caroline Wiertz and Fabian Feldhaus in the Journal of the Academy of Marketing Science found that Twitter can influence people’s decisions to see or (more importantly) not see a movie.

Word of mouth via Twitter can also directly affect the revenue from films in their opening weekend.To study the influence of Twitter the researchers collected tweets of reviews of 105 movies in the 24 hours following their releases. They then modeled: 1) the percentage of positive and negative reviews and 2) the ratio of positive to negative reviews. The model controlled for the star power of the actors, the budget, reviews by professionals, ad spending, the strength of the studio and even the rating.

They collected over four million tweets, 800,000 total movie reviews and about 40,000 per movie. Most tweets (65%) were sent between Friday (movie release day) and Saturday at noon. The authors examined the box office revenues from movies and estimated whether a movie would make more money without negative reviews. For example , Nightmare on Elm Street would have earned 8% more money- close to an additional 3 million dollars if the bad reviews were not posted.

Word of mouth is a long-studied area of consumer research and studies suggest that there is a bias in favor of negative information. This means that people give more weight to negative information than positive information. There are a few reasons for this. The first is that people try to limit their downside risk. A negative review of a product provides a greater potential negative outcome (spending money and wasting time on a bad movie) than the potential of the offering (seeing a good movie). Another reason is that negative reviews are typically not expected by consumers, so more weight is attached to them. That is why it is important for firms to monitor their Twitter accounts and attempt to mitigate negative comments.

The authors also identify the phenomenon “the Twitter effect:” the influence on early adopters who rely on Twitter for evaluations of “experiential media products.” In the past there was no opportunity for people to obtain very early reviews of movies, lending added importance to “microblogging word of mouth (MWOM),” another term suggested by the authors of the study.

Source:
Henning-Thureau, Caroline Wiertz and Fabian Feldhaus (2015) “Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies.” Academy of Marketing Science, 43(3), 375-394.