影响力市场研究

Influencers are social leaders who build large followings and communities, often online. Their social value and followings allow them to sway the opinions of others. Influencers and thought leaders can inspire others to buy from a particular brand.  The success of Influencer Marketing comes from building relationships and providing social benefits to consumers.

Influencer marketing is becoming popular, especially in the fashion and beauty industries.  Companies are increasingly using Internet personalities to boost general awareness and sales conversions.  Internet personalities can be compensated with fees and royalties to promote products in-person and online.

The principle behind influencer marketing isn’t new. Brands have been using celebrity endorsers for decades. By endorsing products, influencers promote products subtly or overtly to their large followings.  Today’s social media influencers can more rapidly and cost effectively build a following than the celebrities of yesterday.

影响者的经济影响

The Instagram Influencer market size is over $1 billion—just on Instagram.  Some retailers have seen sales increases by as much as 250% when using influencers.  

“微型影响者”是影响者中的一类，他们的关注者数量比关注者超过 100 万的影响者要少，但他们能提供更实惠、投资回报率更高的影响者营销解决方案。

Influencer Marketing performance can also be measured.  Choosing the most effective Key Performance Indicators and determining ROI are essential.  ROI can be determined by:

• 观看次数
• 关注者数量
• 参与度指标
• 采购绩效

“口碑”营销的重要性

“Word of Mouth” marketing can be an effective form of promotion and advertisement.  Customers trust their friends and family more than they believe advertisements. Influencers leverage relationships to promote products and can benefit from the “Halo Effect,” the phenomenon in which an impression created in one area influences opinion in another area.  This type of marketing does not stop after one interaction. Instead, one person tells another, and that person can tell someone else which can translate into long term benefits.

在高度重视社会关系的东方文化中（例如中国的关系网），影响力营销的效果可能非常显著且持久。  

Twitter、Facebook 和 YouTube 等社交网站是全球访问量最大的网站之一。社交分享的主要原因之一是让潜在用户熟悉品牌名称。在这个搜索引擎算法不断变化的时代，吸引用户也很重要。社交分享也可以作为实际销售的转化。

网红如何推动企业发展

Influencers are some of the most connected people online. They use their blend of photos, videos, posts, status updates, thought leadership and stories to voice their opinion on a product.  They can subtly tell the business’ story and can be powerful co-creators and storytellers.

The social media influencers that a brand chooses should relate to its target audience.  Reaching out to top-tier social media influencers can be very expensive. Marketers should keep in mind that non-celebrities can have even more influence.  Consumers are more likely to buy a product promoted by someone they see as a peer.

市场调研在网红营销中的重要性

Influencers work with brands they enjoy and that reflect their values.  Influencers also seek to participate in campaigns that will boost their own profiles and create value for their followers.  It’s important that businesses deliver meaningful messages. Marketers should reach out to the right influencers and do research to ensure the influencer is a  “strategic fit” with the brand. The competition for influencers can be intense, and research can identify influencers and their opinions. Market Research achieves all of those objectives.

我们与有影响力人士的合作

We conduct interviews, focus groups and surveys with influencers.  Our access to some of the world’s most influential people sets us apart.  Additionally, SIS is located in the world’s global cities — NYC, Los Angeles, London, Frankfurt, Shanghai, Hong Kong and other global cities.  We have in-depth access to influencers worldwide.

We conduct research into brand essence, strategic fit, concept testing,  market opportunity, competitive analysis, messaging testing, psychographic research, millennial marketing insights and influencer marketing analysis.  

以下是我们过去与有影响力人士合作的一些经验示例：

• 与化妆品影响者（纽约 20,000 多名粉丝）进行焦点小组讨论
• 与哥本哈根和伦敦的运动鞋时尚影响者一起进行家庭民族志研究
• Conducted in-depth interviews with Fashion influencers in NYC to assist an Asian automotive brand launch a new luxury car.  A photographer was present to photograph the fashion influencers and how they interacted with the car concept.
• 为美国多家时尚及时尚零售品牌及有影响力的造型师进行采访。
• Conducted recruitment for a major co-creation “Hackathon” in NYC for a European airline.  The participants included a runway model, influential dad bloggers, and influential marketers.
• 对某亚洲品牌的现场博主以及使用直播并拥有大量粉丝的人士进行了深入采访。

 

联系我们，与有影响力的人和思想领袖建立联系。