Categories for Marketing

How to spot an Influencer and the metrics that matter

February 23, 2017 3:39 pm Published by

Successful Influencer collaborations rely on the way that the brand and the Influencer co-create content.

There are a few things to consider: the Influencers chosen to work with, their audience demographic, and the expectations the brand has on the content and how it performs. These are all important considerations when choosing which Influencers to work with. Here are a few tips to keep in mind.

 

Content:

Brands usually have specific guidelines when it comes to their own image and the content around it. As much as Influencers should be given the freedom to express their own creativity there are still elements of content that should speak to the value and personality of the brand. This is so that the audience feels like they are still experiencing authentic content from a creator they trust, as well as engaging with the brand. You wouldn’t expect Mike Tyson to promote red lipstick from Rimmel. It just wouldn’t seem authentic. So, it is important to choose Influencers whose creative style and content are more or less in line with your brand.

 

Audience:

The other reason it is unlikely to see Tyson promoting a lipstick brand is because the majority of his audience would not be interested in lipstick. For content to perform well it needs to be served to the audience who are likely to consume it. Looking for Influencers who speak to a specific audience can open up a whole new world of options. For example, if you wanted to sell lipstick you would look for Influencers who spoke to impassioned users of lipstick. You could go with the obvious and choose a makeup and beauty star to review the lipstick. Or you could choose someone like George Clooney who has an audience primarily of women between the ages of 35 and 60 and get creative with the content. Often Influencers can be found with an engaged and targeted audience who are not necessarily celebrities. The point is that they are well known to a specific audience. Making sure the Influencer’s audiences are also your consumers is vital.

 

So how do you find Influencers who are already relevant to your brands’ audience?

When looking for Influencers, use keyword searches and get creative.

When looking for an Influencer for Adidas, don’t just search “Adidas”. Dig deeper to find the gems. Try search terms like, “parkour”, “The Weekend” (He is their current face), “running” etc.

Broaden the scope. What does your brand’s audience love to do? Are they travelers? Are they business people? Are they moms? Then consider what they love. People talk about what they love. If you can find an Influencer who loves the things your brand provides, a perfect union is created.

 

There are 6 primary Influencer archetypes; all of which will be valuable to an Influencer campaign depending on the brands objective.

 

The Celebrity:

These Influencers have a mega following and are generally well known by the public either in their local community or internationally. The Celebrity plays a role in influencing public opinion. If brand awareness is the objective of your brands campaign, then including Celebrities can definitely help achieve that. In addition, the Celeb is also a great driver of traffic and link clicks. Brands should consider collaborating with Celebrities if they are looking to drive audiences to a product page or website. Spotting a celebrity in the wild is as easy as turning on the TV or reading the news.

 

The Agitator

Well known for having strong opinions and generating debates online, the Agitator is a good Influencer to include in a strategy when looking to target a specific audience and swing opinion. Agitators generally drive high engagement and responses from their audience. They are able to generate high conversions to public pages but are also strong when it comes to amplifying a message. You can spot an Agitator in the wild by their unique tone, and by the way, they command the attention of people.

 

The Specialist

Having developed a very niche audience in a very focused topic, Specialists are able to add credibility to your brand’s message and drive conversation online. While oftentimes the reach that is gained from collaborating with a Specialist is not so high, their persuasive power is incredibly valuable. Spotting Specialists is not always so easy, as they are quite rare. You can spot them by their use of references and authoritative tone. They will commonly only speak about a specific topic. You should validate their expertise by extended online research, too.

 

The Activist

These Influencers tend to be passionate about a specific cause and create content with the purpose of driving awareness and conversation around that cause. Collaboration with activists should happen when your brand’s cause and an Influencers cause intersect. For example, if a children’s television brand wants to create a campaign about anti-bullying, they could collaborate with an Activist whose cause is anti-bullying. In this scenario, the brand gains credibility but they also gain high engagement and amplification of their message.  Activists can be identified by the content of their posts. They generally tend to have long conversations on social media and can be spotted by the long comment threads.

 

The Creator

A visual storyteller with creative skills, the Creator is the perfect Influencer to collaborate with on content creation. Their creatives skills can range from photography to illustration, to origami. Creators have built up audiences who appreciate and value their content. Engagement garnered around the content is usually about the quality of the material shared. Some of the best campaigns have a strategy where a creator teams up with another type of Influencer to create and share the content. Spotting Creators is not often very difficult. Their biggest social channels are typically Instagram, Youtube, and Pinterest. Generally, a creator can be identified by the resolution of their images, and by the estimated time required for them to produce and publish their content.

 

The Foot Soldier

The main contributing factor of a foot soldier is not a particular strength in creative, or expertise in a specific area, it is their collaborative power to cause content to go viral. Foot soldiers have often been called micro-influencers or “pebbles”. They are essentially influencers who do not have large followings and on their own may not cause much noise. However, if you are able to combine the voice of at least 10 Foot Soldiers, you will find that the volume goes up a couple of notches and you are able to start a movement. Foot Soldiers are the glue of many a successful campaign and possibly the most effective tactic to spread a message.

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Pitched By Webfluential [New Product Launch]

August 10, 2016 10:55 am Published by

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Marketers, have you ever felt the content created for your influencer campaign could have a bit more spark? Influencers, have you ever had a great idea for a campaign, but you don’t have an avenue to pitch it to the brand?

Webfluential is shaking up the influencer marketing industry (again) with a whole new way for brands and influencers to collaborate.

Introducing Pitched, by Webfluential.

 

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Now marketers can post a brief and have influencers who match your requirements pitch their most creative concepts for branded content to you. And influencers, here’s your chance to work with brands you’ve only dreamed of collaborating with, by presenting your inspired ideas directly to the decision-makers.

Here’s how it works:

  1. Marketers post a brief through the Webfluential platform
  2. This is sent to influencers* in the selected location and category – defined by the marketer
  3. The influencers who receive the brief can decide whether or not they’d like to pitch an idea, you have exactly one week to do so
  4. Marketers then receive a list with the ideas for the brief, and the details of the influencers who pitched them
  5. Marketers select the best idea, that they know will resonate best with their desired audience (these ideas remain intellectual property of the influencer if not selected)
  6. The marketer and selected influencer collaborate to bring the idea to life**

*Briefs are sent to influencers who match the tags and categories chosen by the marketer on the brief. **The decision with whom to collaborate is at the discretion of the marketer

This process goes a long way to ensuring that influencers with the best ideas for that particular brand and campaign are selected. The result:  high-impact, top quality branded content that resonates – as it was created by an influencer who’s the perfect fit for that brand.

Similar to our Booked By Webfluential technology, #PitchedByWebfluential can be used by both influencers and marketers to ensure campaigns roll out smoothly and securely: from the actual briefing phase right down to the selection of the influencers with best conceptual ideas.

Collaboration made easy with Pitched by Webfluential

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Please note that this new product is only available to marketers who have registered for a paid account on Webfluential, and influencers who are accredited by Webfluential.

Marketers: please log into your dashboard and upgrade your account and start posting briefs!

 

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Five things marketers can learn from UFC fighter Conor McGregor

May 26, 2016 8:53 am Published by

What makes marketing amazing is that there is often a chance to learn a trick or two from situations that aren’t really related to marketing.

UFC Fighter Conor McGregor recently created one of these situations marketers can learn from when he used his social media profiles to prove why he does not need to do as many press conferences to market his fights. McGregor wants to spend more time training and less time doing press, so he cooked up a social media storm.

With just nine social media posts Conor McGregor reached far beyond MMA media. Some of his tweets were retweeted close to 90 000 times and he reached major news publications like The Guardian and The Daily Mail.

Reaching 20 million plus people in one week is no small feat, and by taking a closer look we can learn few things about marketing in the digital age from Conor McGregor.

1. You are not going to sell without marketing

No matter how good your product is, even if it is a fight between two of the best fighters the UFC have ever had in their roster, you will not sell anything without marketing. Even though the rematch between Conor McGregor and Nate Diaz is one of the most highly anticipated fights in the history of MMA, McGregor knows that the UFC needs marketing to sell tickets and Pay Per View buys.
McGregor also understands that if he is not going to do traditional marketing like press conferences he would have to prove that he can generate the same marketing effects via his social media channels. Something he not only set out to do, but did.

As this Snapshot Report by Webfluential shows with just nine social media posts McGregor reached over 20 million people worldwide. Hundreds of news articles were written about every new tweet or statement McGregor would release digitally. To such an extent that his social media posts completely overshadowed the UFC’s own 197 event that was happening in the same week.

Even if you have the best product, you will only sell it if you are smart about your marketing efforts.

 

Conor McGregor vs UFC 197

A graph showing the trending searches in the week of UFC 197, Searches for Conor McGregor outweighed the UFC 197 event event with it’s massive press conference.

2. Know who you are marketing to

Yes, you might not even be a MMA fan, but you know of the UFC and you have likely heard about Conor McGregor. But those that follow him on Twitter and Instagram, those who like his Facebook Fan Page are the people who will buy the tickets to see him fight. Conor McGregor is perfect to promote his fights, because he speaks directly to the people who would want to see him fight.

Some might even buy the ticket because they want to see McGregor loose. McGregor is vocal, but so are the people that don’t like his “big mouth”. Regardless, all of these people fit directly into the UFC’s target market.

For the rest of us that don’t really want to see anyone fight, at least we see the buzz going on around Conor McGregor and the UFC. Are you marketing to people who want or need your product?

3. Your marketing message means nothing if it’s coming from the wrong person

UFC fans don’t want big corporate marketers telling them how awesome a UFC fight is going to be. The fans want to hear it from the fighters themselves. Conor McGregor knows that he is the perfect marketing tool for not only the UFC but also his fans.

Conor McGregor made a perfect example of how powerful Influencer Marketing can be, by simply being the ultimate influencer for his fans. McGregor has been very vocal all the way to the top and he is good at gauging what his audience reacts to best. Influencers know how to speak to their audience, the key is to let them do it. If the UFC were to get involved in how Conor McGregor tweets, his influence would immediately drop. Nobody knows his audience like Conor McGregor does. Using influencers is a great way to share your marketing message, without having it sound like a marketing message.

 

Conor McGregor Quote

 

4. Controversy is not always a bad thing

Conor McGregor hypes up his fights with his smart mouth and witty responses. Interlaced is a bunch of foul language and in your face behaviour that would scare most brands into hiding, he get every one talking, love him or hate him. McGregor is fully aware that this is what his fans want, and what keeps his haters talking.

Insert Conor McGregor Press conference video, ad language warning in heading above video

He has become the king of pre-fight controversy and he has also become the UFC’s biggest draw, making them millions. He can be salty and yes, it is not for everyone but it’s been a great marketing tool for Conor McGregor. Walking the controversy line can be scary, but if done correctly it can pay off in huge ways.

5. Out with the old and in with the new

Gone are the days of traditional press and media channels being where you should spend your marketing budget. Flying UFC fighters in from all around the world and hosting a massive press conference must cost the UFC millions, to reach millions.
With a couple of tweets, Instagram posts and a Facebook post Conor McGregor single handedly generated more hype and conversation for the UFC than any of their previous press conferences that cost millions.

It cost Conor McGregor nothing other than a bit of creative language and sharing of some images and videos to set the whole world alight. Maybe it’s time for the UFC to invest in more content creation like UFC Embedded, while using their roster of fighter’s social media followings to market their events to the masses.

Influencer Marketing is not new, but it’s paying off in big ways for brands that find the right influencers to work with. Don’t get stuck in a rut with your marketing efforts. What worked in the past might not work as well now, try new marketing tactics like Influencer Marketing as soon as possible.

 

Please note the views and opinions expressed in this article are those of the author and not those of Webfluential.

 

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