A 3-Step Guide to Activating Untapped Social Influencers

1. The Leading Social Word-of-Mouth Marketing Solution
The Value of the Power Middle in Social Marketing
A 3-Step Guide to Activating Untapped Social Influencers
Greg Shove @gregshove info@socialchorus.com
Founder/CEO

2. Engagement that Scales
2
Harnessing professional influencers to tell
your story isn’t the best way to reach
millions.
Scale and engagement can be achieved
when working with 100 – 300 Power Middle
advocates.

3. Professional Influencers
High Reach. Low Engagement.
3
50K to 1M+ followers
Relatively large audiences
Lower cost than celebrities
but…
Professional influencer audiences eventually reach a size
where active engagement gives way to simply consuming
content.

4. The Power Middle
Loyal Audience. High Engagement.
4
Large scale social engagement is increasingly driven by a group of
influencers and advocates we call the Power Middle.
Smaller, but fiercely loyal audience (500 – 25K social reach)
Trusted, niche communities = significantly higher engagement rates
compared to paid and owned media (16x on average)
Hundreds of Power Middle Influencers.
Tens of thousands of social endorsements.
Tens of millions of consumers.

5. A Look at the Numbers
5
Display
Advertising
Facebook
(Top 30% of Brands)
Power Middle
Advocates
(assuming 100-200)
3x the
engagement

6. Typical Results
6
A Power Middle campaign with 100 advocates routinely drives
10 endorsements per influencer and delivers 30K to 40K social
endorsements to millions of consumers.

7. Spend Less, Get More
With the Power Middle
7
Editors &
Celebrities
The Power Middle
Social Influencers
Fans & Followers
The New
Pyramid of Influencers

8. 3 Keys to a Successful Advocate
Marketing Campaign
8
There are 3 important factors in every successful advocate marketing
campaign:

9. Find the Right
Power Middle Advocates
9
Who are the most valuable influencers?
Natural storytellers who will:
Advocate on behalf of your brand
Drive engagement
Move the conversation beyond ‘likes’

10. Reach out to Influencers
the Right Way
10
Establish trust
Highlight mutual benefits and value
Don’t waste time – get started!

11. Social Currency
The Mutual Value Exchange
11
Social currency can be divided into five categories:

12. Learn More About the
Value of the Power Middle
12
Social word-of-mouth marketing
continues to dramatically change how
brands market to consumers.
The social influencer landscape is
shifting to focus more on engagement.

13. Download the New
SocialChorus E-book Now!
13
Don’t make the mistakes others
have made.
Click here to get all the details from
our ebook on the Value of the
Power Middle in Social Marketing.