With the rise of Klout and other personal influence measurement tools, much of the talk around influence marketing has focused on how to best target and engage high-ranking influencers. But new research is showing that a focus on mid-level influencers is actually far more effective when it comes to engagement and driving earned media, at a much more effective cost than “professional” A-list influencers. Read →
On Sunday, I attended a SXSW 2013 session that marks a turning point in the influence marketing conversation: the first really useful and serious discussion of what influence marketing is (and is not), how it works, and the types of tools needed to scale. Read →
The game itself drew a record 24.1 million tweets. But the moment that generated the highest velocity of tweets? The power outage, which Twitter says earned a game-winning 231,500 tweets per minute. And many advertisers took advantage of this huge realtime conversation, finding ways to participate in the conversation with clever, entertaining and engaging content. Here are 8 of our favorite brand tweets from last night’s game — which is your favorite? Read →
If 2012 was the year influencer marketing emerged on the social media marketing scene, 2013 will bring more structure, best practices and better frameworks for leveraging online influencers across marketing initiatives. Based on interviews with marketing and communications pioneers, Evy Wilkins – VP of Marketing at Traackr – shares some tips about how to work with influencers to drive interest for your new product. Read →
Last week, PeopleBrowsr, a social analytics company, won a temporary restraining order preventing Twitter from terminating its long-standing access to the full firehose. At the time, Twitter said that it would vigorously defend itself based on “Contract 101″ arguments, claiming that its agreement with PeopleBrowsr gave the platform every right to terminate access. This week Twitter has changed its position. On December 3, Twitter filed a ‘Notice of Removal’ to Federal Court, claiming instead that PeopleBrowsr’s action against Twitter “arises under federal antitrust law,” and as such should be decided in Federal Court. Read →
Yesterday, a San Francisco court gave PeopleBrowsr, an provider of Twitter analytics services, a temporary restraining order against Twitter. The court ruling forces Twitter to maintains PeopleBrowsr’s full access to Twitter’s firehose of data.
This is a first, small victory for the plaintiff in a case that could become a defining moment in the evolution of the data-driven web. There are many issues at stake in the case, but it begs one over-arching question: is data a utility, a resource to which access should be regulated and protected? Read →
Asking your customers and fans to hack your brand is about as social as a social business can get. You don’t own your brand: your customers do. And hosting your own brand hackathon is a brilliant way to find out just how far your brand can go if you let them have the controls.
“I think the reason people don’t do brand hackathons is brand managers jealously guard their tag lines, logos, and look,” says Betabrand founder Chris Lindland. If this is you, you’re not ready for a brand hackathon. Read on to find out what you’re missing. Read →
Twitter’s been making all kinds of announcements about enhancements to Twitter mobile.
“Now with a new and improved Discover!”
“Now with Twitter Cards, so you can see the story from an official news organization right in your Twitter stream!”
But none of these announcements bring back the one feature that I really miss, and which should be a core part of the Twitter experience: realtime search. Read →
Still looking for ways to convince your boss, clients or board of investors to invest money in realtime tools and strategies? How about this one: according to a new study by Capgemini Consulting and the MIT Center for Digital Business, companies that are “digitally mature” generate more revenue, are more profitable and achieve higher market valuations. Read →
Businesses have always understood that word-of-mouth marketing is one of the most powerful ways to shape opinions and drive awareness, preference and sales. “Influencer marketing” is simply the new, fancy way to describe word-of-mouth. The difference now: the spread of influence is directly measurable, and there are all kinds of tools designed to help you identify and manage influence marketing programs.
So what are the elements that actually make up an influencer marketing program? Read →