The #OpenChampionship as it happened…online

July 29, 2016 10:01 am Published by


One of the major tournaments on the Golfing calendar recently took place at one of the great links courses. The Royal Troon in Scotland was the venue where The Open Championship 2016 took place. And what a spectacle it was involving two men trading blows – the artistry and brilliance of Phil Mickelson against the pure power and precision of Henrik Stenson. The former winning it in style in the end with a 63 under par, a 3 stroke lead which is coincidentally the lowest round in the Championship’s history. Quite an amazing achievement by the Swede.

The Open Championship is regarded as one of the most unique Golf tournaments with (usually) very difficult and tricky greens and hole locations. This year’s spectacle was no different, except for the two men who seemingly cruized through most of it, for the rest though the same can’t be said with the distance between second and third being very apparent. This year the course measured 7190 yards and played as a par 71.

One thing that is rarely a focus, and at times ignored, is the online conversation that takes place during such Major Golf tournaments. Like most sporting events, Golf involves a huge amount of activity online with Twitter being the most popular platform amongst the fans, sponsors and the players themselves.

Using our Tracking Report, the online conversation was tracked both prior to and post the tournament. In total, the whole championship had 252,988 tweets just from the #TheOpen with the resulting engagement being 4,711,717,856. Whilst the official tournament handle, @TheOpen, got a total of 145,641 tweets and 927,388,566 engagements. Below is an illustration of both the reports and some of the best tweets:

Tracking for #TheOpen


View the full report here


Tracking for @TheOpen


View the full report here






To view more and the rest of the tweets, see here.

 “Twitter has always been the place we go to for live content” and “fan-favorite Bubba Watson has really embraced the platform to show his personality to fans. It’s a way to connect our fans on a deeper level to the game of golf, whether that’s in competition, direct communication with our fans through Twitter takeovers or different ways to engage in our brand.” – Forbes

Overall a great watch and spectacle it was for all including those following the action online…


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When’s the best time to try out influencer marketing?

July 26, 2016 9:24 am Published by

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Many marketers are still trying to grasp the ‘what’ and the ‘why’ of influencer marketing, never mind the ‘when’.

The ‘what’ is simple to explain: it’s a form of marketing where brands use key individuals – called influencers – to deliver their messaging to a specific audience that the influencer has built up a relationship with.

The ‘why’ is equally simple: we trust product reviews and recommendations coming from our friends more than advertisements.

The ‘when’ is a little more strategic. It’s tempting to try out influencer marketing because it seems like a novelty (it’s not), but you’ll get the best results if you time your influencer campaign to when you’re trying to achieve very specific marketing goals.

Webfluential’s Kirsty Sharman wrote an article on Social Media Today, where she explained 6 perfect times for marketers to use influencer marketing. There’s even an infographic! Click here to read the full article.


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The evolution of influencer marketing over the last 100 years

July 21, 2016 8:53 am Published by


There’s no deny traditional marketing has evolved, shifting away from broadcasting brand messages through mass media, towards two-way communication.

But even back when there was no Internet to connect brands more closely with their target markets, there was an element of influencer marketing floating around in the marketing mix: peer-to-peer communication. Or simply put: word of mouth.

A housewife may have recommended the washing detergent she saw on TV to her friends – but there was no way for brands to track, measure or even prove that this communication took place.

Fast-forward to today, the rise of the digital media means that consumers can reject the uninvited, one-way brand messages they were once bombarded with. The opinions of their friends count for more. Word of mouth has become king.

That housewife? Now she has a parenting blog and is able to reach more of her friends than she ever did at bridge club. And thanks to technology like Webfluential, brands are able to track and measure online conversations around their products and services.

Take a look at this infographic, taken from an article written by Webfluential’s Kirsty Sharman, where she explains the evolution of brand storytelling. It clearly shows how influencer marketing has come full circle. Click here to see it.


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