There are plenty of other approaches to determining influence. According to digital analyst Brian Solis, “Influence is the ability to cause desirable and measurable actions and outcomes.”
Although it may seem counter-intuitive for marketers to approach an individual with a small following, nano-influencers can be important assets that help boost your brand’s social engagement strategy. According to research by Brian Solis, principal analyst at Altimeter Group, only 32 percent of consumers follow big-name influencers, compared to 70 percent who are influenced by their family and friends online.
That’s the sweeping conclusion of a new report called “The State (and Future) of Digital Marketplaces,” produced by Altimeter principal analyst Brian Solis and published by marketplace technology company Kahuna. More than just selling a product, these platforms will increasingly need to find ways to simplify and integrate the entire customer experience, from discovery to purchasing to delivery.
“It’s an economy with experience as a service,” Solis said. “That facilitating of transactions just isn’t going to be enough for the success of marketplace anymore.”
“What most brands and agencies miss is that influencers aren’t meant to be part of a campaign in a traditional sense. They’re not like the celebrity endorsements of the past nor are they traditional media outlets waiting to share brand-approved messages with their audiences. At the root of influencer partnerships is social capital. What makes influencers special is that they have earned social capital, a measure of digital worth comprised of varying degrees of trust, stature, value, engagement, entertainment, authority, etc. Together, they add up to the reasons people follow them and contribute to communities. More importantly, there’s mutual value between influencers and followers. It’s a human network. For brands and agencies to succeed, any branded engagement has to add value to the influencer’s social capital, to the experience of followers and to the community as a whole. The key is to link social capital to brand value. Because at the end of the day, it’s the brand’s opportunity to also build social capital within these human networks.” Brian Solis – Best selling Author Principal Analyst and Futurist, Altimeter, a Prophet company
Using inputs by Followerwonk Social Authority, Alexa, & Twitter, Ross Dawson recently put together a clever widget to rank the most influential “Futurist” leaders on social media. Brian Solis ranked #87!
“The question is no longer just about how to ensure brands appear in key search moments online,” says Brian Solis, ” but also about the type of role brands should play in the conversation – including how they influence and affirm the experiences people are seeking in real life.”
French web agency IPFC recently released their list of the top 50 digital influencers they recommend that people follow in 2019, with Brian Solis coming in at #45.
Industry publication AdAge recently had a look at how artificial intelligence is changing the nature of marketing, citing Brian Solis’ thoughts on the subject.
Credit monitoring service Experian recently hosted a live streaming broadcast on how technology is changing their industry, featuring Brian Solis interacting with Experian’s senior executives.
Tech publication CNET recently did an article on Facebook’s decision to hand over editorial oversight of their service to an independent board in 2019, talking with Brian Solis about his views on the subject.