We are an Influencer agency. Through proprietary systems, processes and cutting edge technologies, we help brands across all industries better understand, engage and leverage their most influential voices. Everything we do begins with technology – through the industry’s most powerful search algorithms, web crawlers and community tools, we help brands identify their most influential and potentially powerful consumers/voices. Influence is measured by 3 key criteria – REACH, RESONANCE and RELEVANCE – and this identification process is absolutely vital to any campaign’s success. Until we have confirmed each prospective Influencer’s viability, no other part of the initiative moves forward. Once we identify the ideal Influencers – in some cases we’re looking at a handful of folks and in other cases we’re literally tracking upwards of 1,000 Influencers for a campaign – then the real fun begins. Now it’s time to actually BUILD the Influencer campaign, which all begins with a simple (not really) question… WHAT IS YOUR OBJECTIVE?
Every brand has a different objective, and likewise, the campaigns and strategies we create and execute run the gamut. For some brands, it’s all about incentivizing Influencers to play an active role in pushing their message to the masses – systematic online or offline promotion, perhaps to launch a new product, drive traffic to a website, encourage content or coupon downloads, drive viewership to a TV program, etc. Other brands are more covert in how they engage their Influencers, in some cases NOT inviting Influencers to “be a part of a campaign”, but simply seeding vital information to the people who have the power to then amplify to the masses. Some brands leverage Influencers as a sort of “PR by consumer”, providing exclusive scoops, unveiling new products or services, and generally seeding new things to Influential people who are most apt to get excited by the exclusive insight, and share it. Some brands incorporate Influencers as a 21st century version of “party promoters” or hosts, where the Influencer’s entire role is to reach out into their own community and invite them to be a part of that Influencer’s event or experience, funded of course by that brand. And so on.
A great deal of strategy and planning goes into any successful Influencer campaign. The best campaigns have a start date, but no end date. Once we have invested the time and resources in identifying and engaging the most influential voices for a brand, it only makes sense to continually leverage them in perpetuity. Marketing campaigns change, but Influencers can provide everlasting value for a brand. Not the least of which is the notion that brands can essentially create their own “army” of Influencers – a tribe of brand evangelists through which brands can playtest new marketing ideas, launch important new initiatives, leverage as a modern-day online focus group, and so much more. We always encourage our clients to see the big picture in terms of how invaluable a community of true Influencers can be both for a current campaign, and for all future objectives.
The final piece of the puzzle is our proprietary Influencer monitoring and tracking system. Every single Influencer we identify for a brand campaign – whether they’re actively involved or we’re simply “watching” their online activity – has a full profile in our dashboard, through which we track every single keyword-driven conversation they initiate every single day they’re in our system. We monitor everything from sentiment analysis to keyword and geo-targeting analytics, providing brands with an array of insights that allow a much better understanding of the target consumer (and key influencers), while also giving us vital information we can use to gauge relative effectiveness of our efforts, and make changes to our strategy or tactics as needed. The insights we gather are endless, and they prove invaluable in sustaining and enhancing the effectiveness of our Influencer campaigns.