Author Archives for Murray Legg

About Murray Legg

Murray Legg is an active digital entrepreneur and holds a Ph.D in engineering. He is the strategy lead for Webfluential.

Webfluential reaches 10,000 authenticated influencers in its marketplace

September 5, 2016 1:09 pm Published by

Webfluential reaches 10,000 authenticated influencers in its marketplace - Webfluential

10,000 hours to master a subject. 10,000 steps per day to maintain a healthy life. 10,000 influencers to illustrate credibility in the influencer marketing industry.

When we started Webfluential, we wanted to build a data driven business, built for influencers to help them market and monetize their passion for content. To have the best data on hand to inform the statistical models that run over every bit of content our influencers create, we needed to build the trust and credibility with them to sign up, link their channels, and allow us to set the wheels of brand and influencer engagement in motion.

Today we celebrate 10,000 authenticated influencers on Webfluential. 10,000 people that trust us as their partners to work with them in growing their commercial capabilities by working effectively and transparently with brands to engage with audiences across the world. A big thank you must go out to the four principal drivers of our business - our staff, our influencers, our clients and our shareholders, without you, we’d never have grown the innovative and exciting business we have over the past three years.

We can certainly commit to our network of influencers, who now reach a combined audience of 380 million people globally, that we’ll continue to offer you the products, education and support required to establish your talent for content creation into an exciting new business.

Thank you for the road you’ve all walked with us. We look forward to the coming chapters with you!


Learning from BuzzFeed – Creating branded content that your audience will love

August 19, 2015 1:51 pm Published by

Whether you’re a blogger or a brand, you’ve grown and refined your tone and approach to creating and sharing content with your audience over a period of time. The topics you discuss, the articles you share and the amount you engage with people is not only an expression of yourself or your brand, but rewarding on a social, personal and economic front.

We recently wrote about the six steps to building a successful influencer marketing plan, outlining best practice to engage with influencers and achieve meaningful results with your influencer marketing campaigns. But what about the best approach to captivating your audience through the content you create and go on to maximize the shareability of your it?

In 2006, while still at the Huffington Post, Jonah Peretti started BuzzFeed with a small amount of seed funding. It’s gone on to become an internet content hub of huge significance. Peretti has experience in creating content that gets huge traction online. Remember 40 Things That Will Make You Feel Old (3.2 million views), and the 45 Most Powerful Images of 2011 (10.1 million)?

We looked into the online forums and business analyses of the BuzzFeed model and have created a list of tips to putting together great branded content.

  BuzzfeedonscreenGettyFull  

Emotionally engaging content does best

The reason kittens and memes tend to be shared so much is their innate emotional connection. By exploring the emotional connection of your content with your audience, you’ll have a good shot at it getting traction. Think about a fitness brand doing a piece on the 15 best workout songs, for example.

Target the “Bored at Work Network”

“Bigger than the BBC, CNN or any traditional media network is the “BWN” and is made up of millions of bored office workers blog, Tweet, Facebook and IM all day.” In the new world of networked media, where links passed via social networks can send millions of pageviews to a site in a matter of minutes, Peretti says the bored-at-work network effectively “decides what content is popular today.”

Employ the mullet strategy

Business in the front, party in the back. YouTube, CNN, BuzzFeed and Huffington Post all have an incredible slick front page that’s visual and able to draw people into their content. Behind the front page, users can argue, comment and fight things out in the comments section. Remember, you wrote emotional content to start with, so give your audience an easy way to discuss it.

If your readers are on your website, make it shareable

Every BuzzFeed article has several icons at the top and bottom of its articles, for sharing on StumbleUpon, Google Plus, and Twitter, among others. Users can also pass judgment on a story using BuzzFeed’s proprietary yellow reaction button system, which include “LOL,” “omg,” “wtf,” “fail,” and “ew.”

Seed the content in fertile land

“Big seed marketing” hinges on the basis that content going viral needs to be different to how a disease goes viral. A virus epidemic starts with a single patient, “patient zero” and has a break out from there. But what if there were many patient zeros, based in different networks, giving your content an opportunity to go on to a wider audience?

Assume people aren’t reading your content on your website

“What if you assume people’s home page isn’t your site but Facebook or Twitter or StumbleUpon, or one of these social sites?” Repurpose your content and share it on your social channels to reach a wider audience.

Sign up as a marketer if you would like to find out more or start using our platform to run successful Influencer Marketing campaigns.

References:

http://www.businessweek.com/printer/articles/14770-buzzfeed-the-ad-model-for-the-facebook-era

http://www.techtimes.com/articles/38013/20150306/buzzfeed-make-money.htm

https://hbr.org/2007/05/viral-marketing-for-the-real-world


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. -


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