August 18, 2015 12:14 pm
This blog post was originally written by Ruan Fourie.
What does the league, reach, relevance and resonance scores on your Webfluential Influencer Profile mean? It’s a question that it a lot of our influencers and marketers have asked.
It’s time we explain Influencer Scores in more detail
This post will be the first in a series of posts that explain the core elements of Webfluential’s Influencers scores: league, reach, relevance and resonance.
Understanding influence is both an art and a science. As we’re in the business of suggesting the right influencers for a particular brand and campaign objective, we had to look into the maths behind each influencer’s content. Not an easy task, and certainly not something we expect you to find incredibly interesting, but we want to share our thinking nonetheless.
What is league?
League is a score that ranges from 1 – 5. Influencers with higher reach when compared to other Webfluential influencers end up in higher leagues. Influencers with lower reach potential, but an ability to be highly engaging, are generally league 4 or 5. It’s important to remember that our scores are calculated based on data we compile from all the influencers on the Webfluential platform.
Is a higher or lower league score better?
If Lady Gaga was signed up to Webfluential as a Twitter influencer she would most likely be put into league 1 because she has the potential to reach a massive audience with her almost 50 million strong Twitter following. She doesn’t have the time (or perhaps inclination) to have engaging conversations with each of her little Monsters. But an influencer in League 4 or 5 probably is interested in the conversation, and does more than raise awareness, but can actually influence an engagement or conversion to a sale.
Will I get more jobs for having a specific league score?
No. Each campaign has it’s own specific objectives and marketers will look for influencers that will help them reach those objectives.
Some campaigns are about generating traffic, so influencers that can best drive traffic will suit the campaign objective. Getting people to talk about a brand might be the objective for another campaign, then influencers that generate a lot of engagement will be included in the campaign. Typically the platform suggests a mix of influencers across all Leagues for a specific campaign.
What is the purpose of having a league score?
We want to find the right influencers to help marketers meet the objectives of their Influencer Marketing campaign and with our platform we make the process as easy as possible. League score helps us and marketers find the right influencers to meet the campaign goals. Just because you’re not in League 1 doesn’t mean you aren’t in the Premier League. What is of far more importance is your resonance and relevance, which we will discuss in two upcoming posts.
How to check your league position?
Log in to Webfluential by clicking here and looking at the scoring of your channels on the Dashboard. An important thing to check is that your channels are still authorised to link to Webfluential. Go to the “My Profile” section and click on the “Test Token” button (shown in the image below) for each of your channels.
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August 12, 2015 12:11 pm
Do you feel completely overwhelmed by trying to create a successful Influencer Marketing plan? Perhaps you are not sure where to even start, let alone knowing how to produce a winning plan.
Using influencers as a media channel is new and not everyone feels confident conceptualising, managing and tracking an Influencer Marketing campaign. This is where Webfluential can help you. Our six steps below provide guidance on how to create an industry-leading Influencer Marketing plan.
However, the best news is that our platform has all the tools you need to complete step two through to step six for you. All you need to do is define your target market and as Influencer Marketing experts, we will do the rest. Phew – it is ok to breathe a sigh of relief!
- Define the target market
The first step to any marketing plan is to define your target audience. It is no different with Influencer Marketing. This helps you understand how your customer thinks, discovers, makes decisions and purchases product. Consider specifics like the gender, location, age and number of people you would like to reach.
- Conceptualise your campaign
Brainstorm concepts for your Influencer marketing campaign that will meet your marketing objectives and easily integrate into your marketing plan. Think of influencers as another media channel being added to your media planning. Just like you brainstorm a concept that works best for radio or television, think of a concept that works best for influencers. Also give thought to the type of content you would like created, what the key messages are and what format is best to share this message (video, blog post, photography etc.).Platform tip: Webfluential gives you access to a team of dedicated account and campaign managers that are pros at developing ideas for brands when working with influencers.
- Discover relevant influencers
You need to find influencers that are relevant to your brand and messaging you want to share. It is important to not only look at the reach an influencer has, but also how aligned they are to your audience and message. You want the content they produce for you to be relevant and resonate with their audience for better engagement and shares.Platform tip: Webfluential gives you access to a database of thousands of influencers as well as the tools to search for the most relevant influencers for your brand and campaign. Our search tool allows you to add filters to your search according to the interests of influencers. For example, you could search for a mommy blogger that enjoys running or fitness.
- Manage workflow and logistics
Monitor and manage all campaign logistics like briefing of influencers, content schedules, workflow and payment. As more influencers are added to a campaign, it is important to ensure you have enough time allocated to work closely with each influencer to get the results you desire from their content and audience.Platform tip: Webfluential campaign managers will oversee all your campaign logistics like briefing, follow up, content fact checking, deadline management etc. As content is posted online to blogs or social media channels by influencers, you can access a detailed workflow to view all posts, tweets and shares in one place, as they go live.
- Track your results
Monitor the results and impact of your campaign according to your objectives and measurement indicators like reach, resonance, relevance, engagement, link clicks etc. You want to ensure that your budget spend has resulted in return on investment (ROI).Platform tip: Webfluential has a detailed tracking and reporting tool that actively measures and showcases your campaign results. The reporting tool has been built with researched algorithms to accurately measure the results of Influencer Marketing and ROI. Check out one of our reports here
- Unpack your learnings
Evaluation and learnings are significant for understanding both the successes and challenges of your campaign. This allows you to adapt and improve your plan for future executions. Some influencers might have worked better for your brand than others. Content may have resonated more with certain audiences. The more you learn, the better your future campaigns could be and the bigger your portfolio of best practice becomes.Platform tip: The Webfluential reports unpack any of the campaign learnings for you, so that you can take advantage of any successes or avoid mistakes in future campaigns. Our team spend time analysing each report for any key findings.
Sign up as a marketer if you would like to find out more or start using our platform to run successful Influencer Marketing campaigns.
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August 5, 2015 4:23 pm
This blog post was originally written by Ruan Fourie.
Confirming how much you charge for a blog post, tweet or Facebook post, is a question all influencers need to answer.. However, where do you start when determining what to charge for work?
Webfluential’s suggested price guideline
Our platform is really smart. Once you’ve connected all your social media profiles it takes the reach, relevance and resonance of the content you share on your various social media channels and analyzes your data. The reach, relevance and resonance is then matched up with other influencers with similar reach, relevance and resonance. From this, we give you a suggested price, based on what others with similar influencer are charging.
You an see the suggested prices for each of your social accounts when you click manage from your profile page once logged in.
We obviously cannot tell you exactly what other influencers charge for work, but the guideline price is a great resource for a starting point.
Its important to note that you don’t have to stick to the guideline price.
Webfluential Influencers control their price
One of the things we think is extremely important is to give the influencer complete control over how much he wants to charge for work. Be it a blog post, a tweet or an Instagram post, you know your worth better than anyone. Because we give influencers complete control over their pricing, they are always in control.
Writing a blog post takes time. Crafting the perfect tweet takes time. Creating awesome content is easier for some than it is for others, and thus you know best what your time and influence is worth. Making sure you go the extra mile to get the brand the exposure, leads, or sales conversions they want. We will ensure that your price is always justified, no matter how much you decide to charge.
Should I just charge the recommended price?
You should charge whatever you are worth as an influencer. If you want to charge exactly the same as the suggested price, that is fine. But when it comes to setting pricing, there are a few key points to keep in mind:
- Brands are looking for the most bang for their buck. If two influencers have very similar influence but the one influencer charges 50% more than the other influencer, the brand is going to go with the influencer that works with their budget. If they can only afford one influencer and both influencers have the same influence, they are likely going to try and save themselves some of their budget.There will always be exceptions to the rule, but setting up your pricing competitively is essential to getting more jobs.
- You have to offer good value for money. If a brand gives you a job, can they trust that you will do the best job that can be done for your price? Will people click on the link in your tweet? Will people comment on, like and share your Facebook post? Will you do everything you can to drive the brands objectives for the campaign?If you charge $800 for a tweet, your tweet and the engagement your tweet gets must be worth $800. You can be the best influencer in the world, but if you don’t offer the influence-value equal to the price of your work, chances are nobody will give you work.
- Brands like working with pros. If you always have the job done on schedule and the blog post, tweet and Facebook post is perfect, then you make less work for the brand. Brands like when influencers create less work for the brand. Unless your job objective was generating leads, then the brands wants you to keep the leads (work) coming in as much as possible.Working with a pro comes at a price, but brands don’t mind paying the pros. Brands love working with influencers that do a great job.
Our guideline price should give you a good indication on your worth as an influencer, but remember the above factors will impact what you can charge for work.
Why not login to your Webfluential account right now, and review your prices? If you have any questions or comments, feel free to leave them in the comment section below and we can get the conversation going.
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