PART 1:

UNDERSTANDING INFLUENCE Influence is not just reach, awareness or even engagement. It is the ability to effect an action.

REACH: How many people saw the content? On its own is, this is empty.

THE JOURNEY TO INFLUENCEBecause the conversation is not one-on-one, influence on social media follows a unique journey

AWARENESS: How many of them took notice? Even if they did, we’re only halfway there.

Did people care about the content enough to respond? If so, it’s likely we’re close to action.

ENGAGEMENT:

Did the viewer of the content do more than click ‘like’? Are they convinced?

ACTION:

TWO KEYS TO INFLUENCE

• Without a credible voice, the influencer is merely an online billboard.

• For content to result in the action a brand seeks, the audience must believe it’s genuine and sincere.

• To know if this will happen, we need a model for influence.

AUTHENTICITY AND CREDIBILITY:

PART 2:

THE INFLUENCE BUYING MODEL

• Influence is not attainable through simple ‘spray and pray’ methods.

• A smaller, sharper campaign will yield far better results than a massive, clumsy one.

• As authenticity decreases in the pursuit of greater reach, so influence will decrease.

CONCLUSIONAs the model shows, shared values are key to successful influencer marketing.

Some campaigns are purely about creating awareness through wide reach, but great ROI comes from smart, strategic marketing.

There is nothing simple about dealing with influence, but the starting point should always be establishing authentic communication.

ABOUT CEREBRACerebra was founded in 2006 as a communication agency helping corporate brands enter the social media space. Since then, Cerebra has grown into Africa’s social business authority with a team of incredibly talented, hard-working personalities who share a passion for helping businesses transition from industrial age thinking to information age delivery.

The Cerebra business comprises four key components: Agency, Academy, Insights and Advisory, offering services covering social media marketing, training, research and strategic direction.

For more visit www.cerebra.co.za

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