5 tips for running your first influencer marketing campaign

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This article is part of SWOT Team, a series on Mashable that features insights from leaders in marketing, brand-building and public relations.

The rise of social media has given consumers more power than ever before, arming them with a platform where they can engage brands in real time. This has created a shift in marketing. While traditional tactics involved pushing out brand content with little focus on creating conversations, new campaigns tap influencers to engage with consumers and create brand loyalty among them.

In spite of the positives, the rise of influencer marketing has also led to many questions, like how to select the right influencer agency or measure ROI. Here are the five most important things to know before you begin your first influencer campaign Read more…

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How to write a case study that will still be newsworthy in 3 years

Those who know media say that, besides extreme exceptions, news stories and case studies only stay around for 10 days. After 10 days, the public loses interest and a new angle or development must be found for the same topic or case study to be newsworthy. But why then, are we still hearing about Bragster’s guerrilla marketing case study from 2008? And how can we write our own case study to last just as long?

Those who know media say that, besides extreme exceptions, news stories and case studies only stay around for 10 days. After 10 days, the public loses interest and a new angle or development must be found for the same topic or case study to be newsworthy. But why then, are we still hearing about Bragster’s guerrilla marketing case study from 2008? And how can we write our own case study to last just as long?

[I:http://helloall.us/wp-content/uploads/2011/04/EmmaRoseSmith34.jpg]The case study was one-of-a-kind. Mr Bertrand Bodson, an Internet entrepreneur, gave 10 000 away to the public by projecting an image of his MasterCard onto two buildings in London. The image, which was 3m tall, revealed all of Mr Bodson’s credit card details. This had never been done before and has never been repeated since, so it’s still worthy of our attention. What about your case study is likewise one-of-a-kind?

The case study linked traditional and revolutionary advertising techniques. Projecting your credit card onto a building is an innovative way to spread a message. But the projection also had a link to Mr Bodson’s website (Bragster.com), where anyone could make telephone and online purchases using his credit card. This case study successfully linked Internet marketing with guerrilla marketing. How does your case study experiment with the traditional and the revolutionary?

The case study was popular with the public. Before the projection, Mr Bodson placed clues on the website as to where the two projections would be. The clues created hype that was picked up by social media, meaning the campaign was greatly anticipated before it had even begun. The case study had great public appeal. How can you boost the appeal of your case study?

The case study had a positive message. The bottom line was, of course, marketing. But there was a bigger message: Mr Bodson claims “with all the doom and gloom, we wanted to bring a little Christmas cheer.” What positive news does your case study bring?

When we consider what makes a case study unique, popular, and relevant, it becomes a lot more effective. Not every campaign is as newsworthy as Bragster’s, but for a case study to be at all memorable, we must bring out its most important aspects. Be concise and relevant.

This article was written by Emma Rose Smith of TXT2GET, a leading SMS marketing company operating from the US, NZ and Australia. For more ideas on how to write a memorable case study, visit TXT2GET’s free online case study database or the case studies page of the TXT2GET blog.