One report by Deloitte found that 47% of millennials (vs 19% across all other age groups) say their purchase decisions are influenced by social media. And with students increasingly behaving more like consumers, it’s a safe bet that their choices of college and university applications could also be swayed by social influencers.
But you can’t very well go to Zoella and ask for her to promote your brand. You need to identify your own authentic ambassadors – people in your contact list, who have an interest in your institution, and who are talking to (and being listened to by) a relevant audience.
Using Akero’s new Social Influencer scoring functionality (SI) you can easily identify your social influencers.
Who’s hiding in your contact database?
Let’s use Akero’s very own Marketing Exec Rosie as an example. When she’s not busy marketing Akero, Rosie writes a beauty blog and has hundreds of followers on her social media channels – resulting in a high Social Influencer (SI) score of 67. On her contact view in Akero, all her information is visible.
As a graduate from University of Brighton, Rosie exists in their contact list as an alumni. There’s an opportunity here for University of Brighton to reach out to Rosie to work together on a campaign. This could be as simple as asking her to retweet content, or creating content around her experience as a student at Brighton and how her degree has helped her achieve a great career in marketing and a successful blog.
So how do I find my institution’s potential social influencers?
Using Akero it’s easy to find your institution’s potential social influencers. Simply select list of contacts, sort by SI score, view most influential contacts.
Click into each contact to find out more about them and see if they’re relevant for the campaign you have in mind. Check out their social channels and see if they talk to the kind of audience you want to reach.
What do I do once I’ve found them?
Reach out to the influencers you’d like to work with! They might be bloggers, instagrammers, YouTubers or even celebrities. Think about your budget, their audience (quality vs quantity) and the desired outcomes of your campaign and get creative with your suggested collaboration proposal. Make sure they had/are having a positive experience at your institution, and you trust them to speak about their time with you in positive light and you’re good to go!