Author Archives for Murray Legg

About Murray Legg

Murray Legg is an active digital entrepreneur, with investment banking experience and holds a Ph.D in engineering. He is currently commercialising a novel heart valve replacement applicable to emerging markets and he is the strategy lead for Webfluential.

Influence for sale? A summary of the #27Dinner debate

May 28, 2015 6:37 am Published by

The monthly #27Dinner was held in Johannesburg last night, which held a discussion on the topic of influencer marketing, specifically, whether influence can be bought. As a player in the industry evangelising the effective use of influencer marketing as a dissemination tactic for great content, we were asked to be part of the panel. Kirsty Sharman, our South African franchise CEO, weighed in on the conversation. A big thank you to Cerebra for hosting a super event and including us in the conversation. Below are some of the highlights.  

Your thoughts? The industry, being new, is hotly discussed, so we'd appreciate your thoughts. -


Digital marketing tactics for day-of-the-week specials

January 29, 2015 1:07 pm Published by

Retailers, both online and IRL, often offer day of the week specials to boost sales on a historically slow sales day and to create an ongoing association with the brand and that day of the week. Traditional marketing on radio and television are great methods to raise awareness of these campaigns, but digital offers a means to turn interested customers into repeat customers, even moving them to spending on non-discounted retail days. Few brands have utilized tools on the web to maximize returns on their discount-day marketing efforts.

We provide a how-to on running a day of the week special on digital, assuming a lunch time meal special. Call it “Tempura Tuesdays.”

Plant the seed

Digital marketing platforms, particularly Adwords and Google Display Network, are ideal for serving ads at a specific time of day and very targeted location. The Tempura Tuesdays lunch special needs to penetrate the minds of an audience located within a ten minute drive of the restaurant while they’re working on their desktops in the office. Display banners on news and content sites plant the seed that appeals to the almost-hungry office worker. Subliminal awareness of the campaign – tick!

Secure the customer

As the target audience starts chatting about plans for lunch, checking in on social networks and are about to make a group decision, use digital to make it for them. The audience has already been served the awareness banners, now float the opportunity past them on Facebook and Twitter through promoted posts. Customers ordering Tempura on a Tuesday – tick!

Turn deal-hunters into loyal repeat customers

By using a combination of conversion tracking to your weekday-special webpage and audience retargeting, it’s then easy to create an aggregate audience that you can reach again, at lower cost and higher conversion rate, to bring their friends, offer coupons or upsell to attend killer profit-day events like Valentines Day or Mother/Fathers Day.

Who to target

These easy to follow tactics will work well for a brand in converting awareness to consideration and through to sales. Typically, the brand’s own social channels and fans will be targeted. But what about other, similar audiences that could be drawn in? Which single digital platform offers a golden thread through display, social and audience marketing? Well, the digital influencers speaking to your target market, with their channels linked to Webfluential. Their audiences trust in their endorsements and recommendations, and often span far wider groups of people than present in a brand’s owned social channels. They also offer the long term SEO benefit of the content living online and pointing back to the brand website.

To execute a day-of-the-week special on digital, contact us to speak to an account manager who can assist you.

 


Calculating influence on Webfluential across reach, resonance and relevance

October 6, 2014 10:59 am Published by

The basis of the ecosystem of influencer marketing, or bloggertising, is high quality content. Behind the content, Webfluential algorithms offer a mathematical solution to marketers asking the question about who is right to talk about their brand, given the age group, location and interests of the target audience. Webfluential offers the quantitative reasoning behind the ranking of digital personalities and publishers best suited to influencer marketing campaigns. Still, a qualitative reasoning needs to be taken into account when considering influencers and is the service typically provided by the creative or digital agency working with a brand. The platform will suggest influencers, but the marketer has the ultimate say in who is contracted.

Social influencers

One of the most common queries marketers and influencers alike have about influencer marketing and the Webfluential platform is about the methodology that ranks these influencers. This post aims to provide clarity to the question, and earn favour from the truths that mathematical algorithms provide.

In much the same way that search engines don’t reveal their weighting of factors within algorithms, they do give guidance on what affects organic search ranking. We intend to follow the same course of action, by providing guidance on the metrics that affect influence – as far as we are able to calculate it.

The starting point of an analysis of an influencer is their reach. Reach, or unique visitors, followers or fans, is the verified number of people interested in or relying on a social channel for news or information. This audience is interrogated to understand their age demographic, location and interests. Depending on the API, this information is considered in various formats, but is typically the information given to you when looking at your Google analytics.

Screen Shot 2014-10-06 at 12.56.03 PM

Once the reach of an influencer has been defined, influence is calculated based on the impact with which that news and information shared with their audience is received.  We call this the “audience impact” and is comprised of the relevance and resonance of content that an influencer shares. A large, unengaged audience does not make for an influential digital personality.

Relevance is the measure of how engaged the audience is with content shared by an influencer. On Twitter, it’s the percentage of favourites and @replies relative to the audience size. On a blog, it’s the ratio of new to returning monthly unique visitors, rate of change of time on site and location and interest group demographic change.

Resonance is the ability of content to go viral – or be shared with audiences outside of the immediate audience following an influencer. Retweets and subsequent favourites; high growth in new unique visitors and keeping to the audience demographic and interest group, just growing in scale, are metrics used to calculate resonance. Facebook offers a page impressions versus page impressions (viral) metric that is a great measure of this – which you can see here.

Screen Shot 2014-10-06 at 12.58.57 PM

On Webfluential, algorithms run every hour to rescore influencers across reach, resonance and relevance. It’s a process of relativity, where everyone on the platform is scored relative to each other, and ranked accordingly. As the social platforms work to share further insights through their APIs, we will use these to further qualify our calculations. What this does mean, for influencers and marketers, is that the influence score is something that is fluid, and changing on a month to month basis. This encourages influencers to maintain engaged and active profiles, and that the influencers selected for a campaign offer the best value to the marketer at that point in time.

Image credits: http://zachbussey.com/


ESTIMATE HOW MUCH YOU COULD BE EARNING

GET AN ESTIMATE

GET DETAILED REPORTS

VIEW DEMO REPORT