Google Chromecast oggi costa 22€: a questo prezzo è da prendere subito
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Con la promo REGALI22, su eBay sconti FOLLI (15%) anche su prodotti già scontati
Lenovo IdeaPad Duet 2-in-1, crollo di prezzo improvviso di 130€ su Amazon
<div>Community Influence: B2B Influencer Marketing & The Ascent of Digital Communities</div>
Just how important have digital communities become today, and why does the rising trust we place in them harmonize so well with B2B influencer marketing?
It’s no secret that the world has become digital-first during the pandemic, but one change that may surprise many is just how important online communities have become.
People have shifted to identifying the most closely with their online communities, for the first time surpassing traditional non-digital community groups, a change borne out by recent survey data.
A simultaneous pandemic change has seen trust in brands and marketers falling significantly, with 50 percent of U.S. consumers finding it difficult to trust brands since the pandemic began, according to report data from Salesforce.
The public’s perception and trust of the advertising and public relations industry has fallen to new lows according to one recent Gallup poll. A scant 26 percent of U.S. adults said that they see PR and advertising in a somewhat or very positive light, bottoming out even more than the previous low of 27 percent in 2008, with net-positive ratings now even lower than during 2003’s previous record low, according to the newly-published poll data.
Thankfully, just as brand and advertising trust has fallen, the ascent of the importance of digital communities has created a counter-weight — one that is well-poised to take advantage of the power of influence and trust: B2B influencer marketing.
“Consumers need to be able to trust the content they engage with, so expect 2023 to show an increased demand for integrity and authenticity that brands and social media channels will have to adapt to,” Elizabeth Wiredu recently observed for PRWeek in “What are the top 10 social media trends for 2023?”
“Brands will move further away from personas and target their broader brand communities. In these spaces, it’s less about the influencer broadcasting content and more about the exchange between all community members,” Wiredu added.
[bctt tweet=”“Consumers need to be able to trust the content they engage with, so expect 2023 to show an increased demand for integrity and authenticity that brands and social media channels will have to adapt to.” — Elizabeth Wiredu @elizasjournal” username=”toprank”]B2B influencer marketing is the business-oriented cousin to the B2C Instagram entertainment and lifestyle influencer. In B2B, some influencers go by creators, subject matter experts, industry experts, or other terms that disassociate them from the B2C influencer.
Whichever term is used, B2B influencer marketing provides an ideal way to combat disintegrating brand trust, especially when combined with the ascendancy of digital communities.
It’s no wonder that by the end of 2022 the B2B influencer marketing vertical is expected to reach $11.7 billion in revenue, with over 38 percent of B2B firms exploring influencer marketing for lead-generation and more, according to AdAge.
Let’s take a look at some of the creative ways that B2B influencer marketing is continuing to utilize digital communities to elevate brands and their audiences.
[bctt tweet=”“B2B influencer marketing provides an ideal way to combat disintegrating brand trust, especially when combined with the ascendancy of digital communities.” — Lane R. Ellis @lanerellis” username=”toprank”]1 — The Ascent of Digital Communities
The professionals who make up the majority of B2B influencers are well aware of the importance of digital communities, as they play a major role in amplifying the voice of industry experts, and provide valuable feedback from engaged audiences that are often hyper-focused on particular topics.
Digital communities, whether in the form of major social media platform public or private groups, or on brand or publisher websites, are one of the most important communication channels for B2B influencers — and for today’s brand audiences and potential customers.
72 percent of U.S. consumers said they believe that publishers should host digital communities, with 91 percent having said that they actively read comments on digital communities that are hosted on publisher websites — while 84 percent said publisher communities were healthier than those hosted on dedicated social media platforms, according to OpenWeb’s 2022 Online Communities Report.
Subject matter experts have often spent years or even decades actively participating in online communities or various types, and have built a history of trust among those communities. These B2B influencers know when and where it’s appropriate to share relevant content from the brands they work with — and when not to.
2 — B2B Influencer Marketing Thrives With Digital Communities
B2B influencer marketing is a many-faceted digital diamond that when done well shines brightly, however brands need to be wary of treating it like its vastly different B2C counterpart.
Becoming a part of a B2B influencer’s community is a great way to find potential subject matter experts to work with, but what makes a good B2B influencer?
Ursula Ringham, head of global influencer marketing at SAP, sees digital communities as an important opportunity for finding potential influencer partners.
“How do I know if an influencer is authentic, trustworthy, and credible to partner with for a campaign?
First, I figure out who they are as a person. And that is when I become a detective. I like to read, watch, and listen to their content. Is their content engaging, innovative, and does it tell a story in an interesting way? What separates them from other influencers?
Then I become part of their community. I discover who follows them and how those people engage. Does the influencer create an experience I want to continue to come back and learn from?
Finally, I like to take them out for coffee or set up a Zoom call. You can learn so much from this one-on-one interaction.”
Ringham has shared additional insight as one of the dozens of top influencer marketing practitioners from major B2B brands who have contributed to our comprehensive free 59-page 2022 B2B Influencer Marketing Research Report, rich with survey insights, case studies from B2B brands, 2023 predictions from top B2B marketing experts, and more.
[bctt tweet=”“To understand if an influencer is authentic, trustworthy and credible to partner with, first figure out who they are as a person. Read, listen and watch their content. What separates them?” — UrsulaRingham @UrsulaRingham of @SAP” username=”toprank”]The report also revealed that community building is a key part of a successful B2B influencer marketing strategy.
An active digital community can help influencers network with each other, get to know the brand and customers better, and co-create great content, and the report found that a fifth of respondents said they maintain such a community, but an additional 50 percent said they would like to do so.
For those who maintain a community, most (76 percent) said they provide a platform for connecting with the brand, and include influencers in communications between the brand and community. Only 41 percent, however, said they provide a platform or social outlet for influencers to connect with each other, representing a substantial opportunity for improvement; helping influencers network is a major way for brands to offer value.
3 — Rising Above Record Distrust With The Power Of Influence
In 2023 the ascent of digital communities — whether private or public — combined with the power of B2B influencer marketing, will increasingly help brands overcome and rise above the record distrust audiences have for marketing.
We hope that this look at the rising reliance on trusted digital communities and how their use in B2B influencer marketing is increasingly helping brands will help you in your own efforts in 2023.
More than ever, creating award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why more brands are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us today and find out how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and many others.
The post Community Influence: B2B Influencer Marketing & The Ascent of Digital Communities appeared first on B2B Marketing Blog – TopRank®.
Realme Narzo 50A Prime: il medio gamma dall’anima essenziale precipita (-20%)
New features for parents and kids on Google Assistant
Earlier this week, I was in the kitchen watching my kids — at the (very fun) ages of seven and 11 — engaged in a conversation with our Google Assistant. My son, who has recently discovered a love of karaoke, asked it to play music so he could practice singing along to his favorite band, BTS. He and his sister ask it all kinds of questions: “How tall is the Eiffel Tower?” “How much do elephants weigh?” “Where was the Declaration of Independence signed?”
Whether we’re dictating a text message in the car or starting a timer while cooking at home, one thing is true: Voice plays an increasingly important role in the way we get things done — not just for us, but for our kids, too. It allows them to indulge their curiosities, learn new things and tap into their creative, inquisitive minds — all without having to look at a screen. As a mom, I see firsthand how kids’ relationship with technology starts by discovering the power of their own voice. And as today’s kids grow up in a world surrounded by technology, we want to help them have safer, educational and natural conversational experiences with Assistant. Here’s how we’re doing it.
Parental controls for safer, age-appropriate content
Since we know kids — like my own — tend to use their families’ shared devices, we take very seriously our responsibility to help parents protect them from harmful and inappropriate content. Building on that long-standing commitment, we’re rolling out a number of new features that will make it safer for your kids to interact with Assistant.
To give parents more control and peace of mind over the interactions their children have on Google speakers and smart displays, we’re introducing parental controls for Google Assistant. In the coming weeks through the Google Home, Family Link and Google Assistant apps on Android and iOS, you can modify media settings, enable or disable certain Assistant functionality and set up downtime for your kids.
After selecting your child’s account, you can choose the music and video providers they can access — such as YouTube Kids, YouTube and YouTube Music — and your kids will only be able to explore content from those pre-selected providers. You can also decide whether you want your children to listen to news and podcasts on their devices.
Through parental controls, you can also control the specific Assistant features your kids can use — like restricting them from making phone calls or choosing what kind of answers they get from Assistant. And to encourage a healthy relationship between kids and technology, just say, “Hey Google, open Assistant settings.” From there, navigate to parental controls, and you can block off time when they shouldn’t use their devices, just like you can do on personal Android devices and Chromebooks. Whether you have parental controls turned on or not, we always make sure you’re in control of your privacy settings.
Educational and fun conversations with Kids Dictionary
“What does telescope mean?” “What is the definition of ‘fluorescent’?”
Kids are naturally inquisitive and often turn to their Assistant to define words like these when they’re not sure what they mean. To help make those interactions even more engaging, we’re introducing Kids Dictionary, which gives simplified and age-appropriate answers across speakers, smart displays and mobile devices.
With Kids Dictionary, children’s interactions with Assistant can be both educational and fun, allowing them to fuel their interests and learn new things. When your child is voice matched and Assistant detects their voice asking about a definition, it will automatically respond using this experience in Kids Dictionary.
Whether they’re doing their homework or simply curious about a new word they saw in a book, they’re only a “Hey Google” away from a little more help.
Kid-friendly voices for more engaging interactions
Kids today are growing up with technology, so it’s important that their experiences are developmentally appropriate. In addition to our increased efforts around safety and education, we’re also introducing four new kid-friendly voices. These new voices, which we designed alongside kids and parents, were developed with a diverse range of accents to reflect different communities and ways of speaking. And like a favorite teacher, these voices speak in slower and more expressive styles to help with storytelling and aid comprehension.
To activate one of Assistant’s new kid-friendly voices, kids can simply say, “Hey Google, change your voice!” Parents can also help their child navigate to Assistant settings, where they can select a new voice from the options available.
Like all parents, I’m always amazed by my kids’ insatiable curiosity. And every day, I see that curiosity come to life in the many questions they ask our Assistant. We’re excited to not only provide a safer experience, but an educational and engaging one, too — and to continue our work to truly build an Assistant for everyone.
Decoder digitale terrestre super aggiornato a 16€ su Amazon: acquistalo SUBITO
iPhone 14 (Galassia), il prezzo è in CADUTA libera: miglior prezzo disponibile sul web
Oggi alle 14.30 italiane faccio una diretta sperimentale per il lancio del Falcon Heavy
Ho un mese di account Zoom professionale già pagato per ragioni di lavoro, per cui sto cercando di sfruttarlo per fare qualche esperimento. Oggi alle 14.40 circa (ora dell’Europa centrale) dovrebbe partire un vettore Falcon Heavy, per cui provo a fare una diretta per commentarlo in italiano. Se vi interessa, ho 500 posti a disposizione per seguirla dalle 14.30 CET. Dovrebbe durare al massimo un’oretta. Non aspettatevi grandi cose: è solo un esperimento per goderci insieme il lancio. Il link è questo:
https://us02web.zoom.us/j/89951534383
Potrete mandare commenti e domande nella chat apposita di Zoom.
2022/11/01 15:20. Il lancio è andato bene! La registrazione della diretta è qui sotto. I primi secondi sono senza audio. Si è collegata una sessantina di persone: il numero giusto per una prova generale che mi permetta di imparare il mestiere in vista di altre occasioni di fare diretta e prendere nota degli errori da evitare e di come risolverli (tipo il “muto” iniziale e l’audio di SpaceX troppo alto inizialmente), oltre che delle cose riuscite bene (come i commenti in chat visibili solo a me, che hanno evitato che qualcuno spoilerasse l’avvenuto lancio approfittando del ritardo dello streaming :-) ). Grazie a tutti!
Se volete saperne di più su questo lancio e sul carico militare che trasporta, consiglio queste fonti (in inglese): Everyday Astronaut, Spaceflight Now, Ars Technica.