Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
Online campaign result is a product of several factors. It starts with proper identification of the purpose of the campaign. We must also look at the target audience; identify who they really are and their behaviours. With this we also must craft right and effective message which fits in into the platforms the target uses.
But despite this, one major factor that will determine an online campaign success hinges on the buy-in of influencers who control or wield special influence in certain territories. Breaking into such territories may be a hard nut to crack but if the brand understands the mechanics of getting influencers’ buy-in, the work becomes easier.
Through effective use of influencers, a campaign will quickly gain Word of Mouth advantage. This will make the campaign objective becomes viral. We should not forget the noise of trusted allies sometimes is better than the gentle voice of a total stranger whose identity is not known.
A campaign organizer must begin the process by having a good purpose which can drive others’ passion and engagement. We need to remember no one can cast a rotten wood. If the campaign goal is not known or there is no big issue that is passionately driving the campaigner how will others buy into it? If this is already given, then moving ahead to solicit influencers’ support may become easy. So here are some of the tactics that can work.
Map out the territory: This begins with taking a critical look at the supposed influencer passion. One, understand the influencer’s lineage. What is his/her passion? What are the things that drive and appeal to them? Although there few exceptions to this rule, but it is certain one does not go wrong with this basic. A little background study of the influencers will help a campaigner know whether such influencers will add value or not.
Classify the group: After the above, there is need to classify the group of influencers you will work with. This can range from bloggers, Video producers, and group administrators among others. Also depending on the location of the campaign, there may be need to classify influencers to work with based on their location, geographical strength etc.
Use right technology: many campaigns fail just because of the choice of technology they use. Engaging high tech software just to impress the management may not enjoy good support from many influencers. Choose easy to use technology which will not need lengthy training to apply.
WII-FM: many successful influencers’ buy –in thrive on this radio frequency. What it is not appropriate to bribe or give huge reward to influencers, it will not be out of place to give value to them in exchange for their time. A relevant case study was when Forbes wanted to create brand awareness. This was initiated by Fulwiler then. He identified strong online influencers and appeal to them through given exposure on Forbes.com to the influencers’ brand as exchange. This really worked.
When this process is properly done, the third party credibility the campaign will enjoy may not be quantified. Are there other factors? Please contribute to the conversation, use the comment section.