With the rise of social media, blogging, image-sharing and the 24/7 access to the online sphere, consumers are filling the internet with information about brands and product experiences. The opinions of users have now become so important for customers that according to Nielsen, 92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising. Review sites and niche blogs have brought specific user information to the fingertips of potential buyers, while traditional media revenues are declining in importance.
So as a brand, are you going to fight against user-generated content with lawsuits and copyright, or are you going to embrace the changes and the marketing potential they provide?
1. Endorse bloggers and reward their loyalty
Tool company Fiskars has their very own community of endorsed Fiskateers, who blog about and share crafting ideas and tips. There are now several thousand Fiskateers who meet regularly at community events, and the most engaged and passionate members are honored at special parties and gatherings.
This sort of community building strengthens brand loyalty enormously, but it can also be used to create content to reach a wider audience. Walmart Moms is a group of endorsed bloggers who write about home and lifestyle topics and have a large following. While these Moms have a wide sphere of influence, it is important to note that they were already passionate about Walmart’s products and are volunteers, and so choosing them to represent the brand feels more authentic than paying for a celebrity endorsement. In return they get access to new lines and products, as well as gaining a wide readership for their blog. Continue Reading »