February 12, 2015 7:42 am
Published by Cara Shepherd
For the second year in a row, Webfluential is excited to announce its partnership with the African Blogger Awards. Our platform is the official independent judging tool, used to determine the most influential blogger, Twitter account, Facebook page, YouTube channel, or Instagram account. Our unique algorithm ascertains the winners based on reach, resonance, and relevance. This allows for objective judging that is not tainted by human error or personal opinion.
A breakdown of the contributing factors below:
- Reach measures the size of an influencer’s audience (following) per social media network.
- Resonance is a measure of how widely the content that influencers share reaches outside of their own community.
- Relevance is a measure of the response from the influencer’s community in the form of likes, comments, retweets.
Entries to the 2015 African Blogger Awards are now open to bloggers, Instagrammers, Tweeters, Facebookers and YouTubers across Africa. Categories include Advice, Fashion and Beauty, Events and Nightlife, Education, Sports, Political, Technology and Gadgets, Youth Culture and many others.
Entries close on 9 April 2015 at midnight GMT+2. Results will be announced on in May 2015 via the competition’s Twitter profile, @African_Blogger. You can also follow the #ABA2015 hashtag.
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September 16, 2014 11:03 am
Published by Kirsty Sharman
Two of the lesser known benefits of influencer marketing—the tactic to have credible digital personalities talk about your brand—are Search Engine Optimisation (SEO) and social conversation fire-starters.
Search Engine Optimization is the process of optimizing a website as a means to obtain a high ranking organic placement in search results. Higher placements in search results usually yield more visitors to the website.
There are over 200 factors which are processed by Google to determine where a website appears on its results page following a search query. One of the more important factors is the number and quality of inbound links to the website.
During the month of June, Smirnoff launched their #ExploreTheNight marketing campaign to promote the latest addition to their product offering; Smirnoff Ice Double Black with Guarana. The campaign created awareness around the launch by asking people how they explore the night and encouraging them to add their experiences to the Explore The Night platform using the hashtag #ExploreTheNight.
Webfluential was tasked with enhancing the reach and creating online talkability around the Explore The Night Campaign — using the right influencers in order to get the message to the right audience.
Besides for the obvious short term benefit of talkability, our influencer marketing campaign yielded a long-term benefit which will add value to Explore The Night throughout its duration. The Google search results for the brand initiative illustrate the benefit of SEO – the top five links from the chosen influencers rank higher than the Smirnoff owned website.
The second benefit influencer marketing highlights is the ability to start the conversation tone and sentiment and influence the volume of discussion on social platforms. By investing into the right influencers addressing your target market, and providing great content to discuss, social amplification can leverage the distance that the conversation travels.
Recently, Webfluential was briefed to run an awareness campaign for Nando’s Mass Hysteria. The volume of social discussion is given in the graph below. Note the seeding of conversation by the right influencers, driving conversation from their audience.
In the digital age anyone can create a community and cultivate an audience that trusts the value of the content provided. Consumers choose their brand ambassadors and the communities they belong to. The platforms and digital insights available to marketers has changed the notion of influence such that brands don’t have to aggregate their own audiences anymore. Influencer marketing allows brands to leverage the audiences and communities of trusted influencers.
Sign up as a marketer here to run your own influencer search. Try out your first campaign.
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July 7, 2014 10:02 am
Published by Cara Shepherd
The days of Katy Perry on a billboard, her piercing, Photoshop-enhanced blue eyes urging you to buy her fragrance, are numbered. Brands are shifting their budgets to digital, and online influencers are the new blogging, tweeting, hash-tagging billboards.
You’re clicking through to their blogs during your coffee break. You’re leaving comments on their posts. You know who we’re talking about: in your Twitter and/or Instagram feeds, you’re following someone who is your kind of cool – in a way, you’ve handpicked your brand ambassadors.
One of the biggest misconceptions about influencers, by brands and followers alike, is that they just got lucky. The reality is that there’s no such thing as an accidental influencer. Social media is a fickle friend with a short memory. Even if you unwittingly start trending, or spark a meme, if you’re not quick to capitalise on your 15 minutes of internet fame, that initial rush of follows, likes and shares will soon dwindle.
Although each of these online celebrities has acquired their fame and notoriety in their own special way there are some commonalities between their success that we can learn from.
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