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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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The last word in the great authenticity debate in influencer marketing

July 18, 2016 2:30 pm Published by

youre not buying my opinion

Just how authentic is sponsored content? With influencer marketing now a regular part of many brands’ digital spend, the question of authenticity still pops up.

Some marketing experts argue that the very act of paying an influencer means the content they create for a campaign is compromised. And by compromised, they mean it’s lost its authenticity and the influencer’s audience knows it.

The problem with this argument about the transaction between brand and influencer is focused on the wrong end-product. When you pay an influencer, you’re not paying them for their opinion. You are paying them for their content.

Webfluential’s Business Relationship Manager, Samantha Wright, wrote an insightful piece on this topic last year for If you’re still on the fence about the authenticity of influencer marketing you should read the article.

In the great authenticity debate in influencer marketing, remember these factors:

  • When money changes hands a contract comes into play. You can hold the influencer to certain deliverables and require that they produce results; they’ve entered into a formal business agreement, after all.
  • Once an  influencer aligns with your brand, they’re unable to work with the competition as their audience already associates them with car brand A or beauty brand B.
  • Creating content costs money. Influencers, no matter how much they love your brand, do have to eat.

That’s the heart of this argument. Influencers create unique, one-of-a-kind content and then share it with an audience they’ve painstakingly won over. They invest time, money and creative into this process. It makes sense that they charge for their work, helping you deliver the perfect custom-made message to your target market.


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Webfluential A-Team Employee Spotlight – Tumelo aka StumZA

July 15, 2016 8:36 am Published by

Twitter – @Stum_ZA

We’re a technology company that has some talented individuals who each play a huge role in bringing our tech, service, brand and vision to life. Our regular monthly feature aims to showcase and introduce you to some of these incredible people at Webfluential.

Our next feature is on our ‘influencer whisperer’ here at #TeamWebfluential, please meet one of our Campaign Managers, Tumelo!


1) Hi Tumelo! Please tell us a little about yourself in two sentences

Tumelo is obviously a tech/digital enthusiast, I’m a hip hop nerd – super fan of the music. I’m a good freestyler too actually! In short – I’m a student of life, always learning new things.

Yeah that’s me in two sentences haha!


2) What inspired you to come work with #TeamWebfluential?

I was doing a Digital Marketing internship at Livity Africa called Digify Pro, and Webfluential was looking for some young blood to come and join the A-team! They called a few of us in for an interview and it so happened that I was a blogger at the time, I guess that was one of the advantages I had.

I’ve always had a passion for the blogging industry but I had no idea how Influencer Marketing worked or how this platform was able to connect brands with influencers, so yes there was an element of blurriness and curiosity at the same time, but I knew that I always wanted this more than anything in the world.


3) What is the one thing you hope to accomplish in the next five years?

To make the #MGYoung200 list haha! Nah man, more than anything I just want to add value to both the global tech and digital industries.


4) If you could have dinner with any three people in the world, who would they be and what would you order?

That’s easy! Michael Jordan, Will Smith and Tasneem Mia (one of my colleagues) actually.

We’d have pizza!

Webfluential is a global Influencer Marketing platform which provides the smartest marketing technology for brands to connect to social influencers. The platform makes it easy for marketers to create, manage and track campaigns with credible influencers and provides influencers with the tools to market their services and monetise their audience.

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