{"id":8816,"date":"2019-06-28T08:47:57","date_gmt":"2019-06-28T15:47:57","guid":{"rendered":"https:\/\/ann-tran.com\/?p=8816"},"modified":"2019-12-30T15:09:46","modified_gmt":"2019-12-30T22:09:46","slug":"social-media-influence-how-big-brands-build-community-and-loyalty","status":"publish","type":"post","link":"https:\/\/ann-tran.com\/2019\/06\/social-media-influence-how-big-brands-build-community-and-loyalty\/","title":{"rendered":"Social Media Influence \u2013 How Big Brands Build Community and Loyalty"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-662cff7e68898\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-662cff7e68898\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/ann-tran.com\/2019\/06\/social-media-influence-how-big-brands-build-community-and-loyalty\/#Social_Media_Influence\" title=\"Social Media Influence\">Social Media Influence<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/ann-tran.com\/2019\/06\/social-media-influence-how-big-brands-build-community-and-loyalty\/#How_Big_Brands_Build_Community_and_Loyalty\" title=\"How Big Brands Build Community and Loyalty\">How Big Brands Build Community and Loyalty<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/ann-tran.com\/2019\/06\/social-media-influence-how-big-brands-build-community-and-loyalty\/#%E2%80%9CWhats_the_perfect_formula_for_a_successful_collaboration%E2%80%9D\" title=\"\u201cWhat\u2019s the perfect formula for a successful collaboration?\u201d\">\u201cWhat\u2019s the perfect formula for a successful collaboration?\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/ann-tran.com\/2019\/06\/social-media-influence-how-big-brands-build-community-and-loyalty\/#The_StateofInfluence\" title=\"The #StateofInfluence \">The #StateofInfluence <\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Social_Media_Influence\"><\/span>Social Media Influence<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Discover how influencer marketing has evolved, as well as what the perfect formula for a successful collaboration. These answers are beneficial to fashion and beauty influencers, as well as for brands wanting to work with digital content creators.<\/p>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white; vertical-align: baseline;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">Forbes magazine article \u201cWho Are The Top 50 Social Media Power Influencers\u201d in 2013, thrust me onto the radar screens of the social media and travel industries. Today, however, I am a writer, digital content creator, and brand consultant.\u00a0 <\/span><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-8819 colorbox-8816 lazyload\" data-src=\"https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/StateofInfluence.jpeg.jpg\" alt=\"https:\/\/www.instagram.com\/p\/By5GEczHaLs\/\" width=\"330\" height=\"597\" data-srcset=\"https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/StateofInfluence.jpeg.jpg 663w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/StateofInfluence.jpeg-166x300.jpg 166w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/StateofInfluence.jpeg-768x1389.jpg 768w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/StateofInfluence.jpeg-566x1024.jpg 566w\" data-sizes=\"(max-width: 330px) 100vw, 330px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 330px; --smush-placeholder-aspect-ratio: 330\/597;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-8819 colorbox-8816\" src=\"https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/StateofInfluence.jpeg.jpg\" alt=\"https:\/\/www.instagram.com\/p\/By5GEczHaLs\/\" width=\"330\" height=\"597\" srcset=\"https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/StateofInfluence.jpeg.jpg 663w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/StateofInfluence.jpeg-166x300.jpg 166w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/StateofInfluence.jpeg-768x1389.jpg 768w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/StateofInfluence.jpeg-566x1024.jpg 566w\" sizes=\"(max-width: 330px) 100vw, 330px\" \/><\/noscript><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Big_Brands_Build_Community_and_Loyalty\"><\/span>How Big Brands Build Community and Loyalty<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white; vertical-align: baseline;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">Recently, Julia Cohen of LaunchMetrics interviewed me for their #StateofInfluence series. Not only was it a fun interview, I learned a lot and was very flattered to be asked. Following is a synopsis of the interview. Be sure to read it in its entirety <\/span><a href=\"https:\/\/www.launchmetrics.com\/resources\/blog\/ann-tran?utm_source=social&amp;utm_medium=twitter&amp;utm_campaign=IMR_19_en&amp;utm_content=ann-tran\" target=\"_blank\" rel=\"nofollow\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif;\">here<\/span><\/a><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">. You\u2019ll learn lots, too. <\/span><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white; vertical-align: baseline;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">It seems the recurring theme in social media is having clients understand that \u201cthe-one-and-done\u201d campaign isn\u2019t going to work.\u00a0When I worked with a group of Digital Content Creators for a healthcare company in Philadelphia, who wanted advice in launching their new initiatives, their main takeaway was social media works best when it is a long-term campaign rather than a one-off assignment. Long-term relationships build loyalty and consistent messaging.<\/span><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E2%80%9CWhats_the_perfect_formula_for_a_successful_collaboration%E2%80%9D\"><\/span><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">\u201cWhat\u2019s the perfect formula for a successful collaboration?\u201d<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">Julia asked me, \u201cWhat\u2019s the perfect formula for a successful collaboration?\u201d My answer was to reiterate: Long-term campaigns, then adding to compensate your marketer. Compensate them for their creativity and talent. Giving a free product does not pay the bills nor does working on commission.\u00a0A brand benefits from a marketer\u2019s years of hard work and their community of loyal followers.<\/span><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_StateofInfluence\"><\/span><strong><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">The #StateofInfluence <\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">The #StateofInfluence series offers valuable insights from industry professionals on the State of Influencer Marketing, such as which channels and type of content perform best by industry. There also is info on what tiers of influence perform best. More than 600 professionals and 200 influencers gave input on the most effective strategies in digital marketing to create true value.<\/span><\/p>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">\u00a0<\/span><\/p>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">Want to know how influencer marketing has evolved of the past few years? For me, it has been receiving the most direct and engaged question via social media. Other influencers\u2019 opinions are available at #StateofInfluence. The Q&amp;A\u2019s are quite useful for influencers as well as for brands wishing to work with Digital Content Creators.<\/span><\/p>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white;\"><s><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\"><span style=\"text-decoration: none;\">\u00a0<\/span><\/span><\/s><\/p>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">You can get the big picture with the entire report, The State of Influencer Marketing: Special Focus On Fashion, Luxury &amp; Cosmetics.\u00a0It\u2019s a must-read if you want to learn more about this year\u2019s influencer marketing report. Get your free copy <\/span><a href=\"https:\/\/www.launchmetrics.com\/landing\/influencer-marketing-report-2019\" target=\"_blank\" rel=\"nofollow\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif;\">here<\/span><\/a><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">.<\/span><\/p>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/p\/ByxsmPOnlD-\/\" target=\"_blank\" rel=\"nofollow\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-8821 colorbox-8816 lazyload\" data-src=\"https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/SocialMediaInfluence\u2013HowBigBrandsBuildCommunityandLoyalty.jpeg.jpg\" alt=\"\" width=\"350\" height=\"625\" data-srcset=\"https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/SocialMediaInfluence\u2013HowBigBrandsBuildCommunityandLoyalty.jpeg.jpg 672w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/SocialMediaInfluence\u2013HowBigBrandsBuildCommunityandLoyalty.jpeg-168x300.jpg 168w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/SocialMediaInfluence\u2013HowBigBrandsBuildCommunityandLoyalty.jpeg-768x1371.jpg 768w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/SocialMediaInfluence\u2013HowBigBrandsBuildCommunityandLoyalty.jpeg-574x1024.jpg 574w\" data-sizes=\"(max-width: 350px) 100vw, 350px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 350px; --smush-placeholder-aspect-ratio: 350\/625;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-8821 colorbox-8816\" src=\"https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/SocialMediaInfluence\u2013HowBigBrandsBuildCommunityandLoyalty.jpeg.jpg\" alt=\"\" width=\"350\" height=\"625\" srcset=\"https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/SocialMediaInfluence\u2013HowBigBrandsBuildCommunityandLoyalty.jpeg.jpg 672w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/SocialMediaInfluence\u2013HowBigBrandsBuildCommunityandLoyalty.jpeg-168x300.jpg 168w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/SocialMediaInfluence\u2013HowBigBrandsBuildCommunityandLoyalty.jpeg-768x1371.jpg 768w, https:\/\/ann-tran.com\/wp-content\/uploads\/2019\/06\/SocialMediaInfluence\u2013HowBigBrandsBuildCommunityandLoyalty.jpeg-574x1024.jpg 574w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><\/noscript><\/a><\/p>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">Thank you, <a href=\"https:\/\/www.linkedin.com\/in\/julia-cohen-b90a5667\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><strong>Julia Cohen<\/strong><\/a> for including me in your #StateofInfluence series with LaunchMetrics.\u00a0I hope everyone finds my interview useful. <\/span><\/p>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">\u00a0<\/span><\/p>\n<p class=\"xmsonormal\" style=\"margin: 0in; margin-bottom: .0001pt; background: white;\"><span style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; color: #201f1e;\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discover how influencer marketing has evolved, as well as what the perfect formula for a successful collaboration <span class=\"posted-on\"><span class=\"screen-reader-text\">Posted on<\/span>  <a href=\"https:\/\/ann-tran.com\/2019\/06\/social-media-influence-how-big-brands-build-community-and-loyalty\/\" rel=\"bookmark\"><time class=\"entry-date published\" datetime=\"2019-06-28T08:47:57-07:00\">June 28, 2019<\/time><time class=\"updated\" datetime=\"2019-12-30T15:09:46-07:00\">December 30, 2019<\/time><\/a><\/span><\/p>\n","protected":false},"author":1,"featured_media":8904,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[69],"tags":[1187,1185,1186,1184,1116,1120,1117,1118,1119,1112,1113,1114,1115],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - 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