Skip to content

Posts tagged ‘WhiteFire Social’


Do You Know Your Pinterest Score? How to Track Pinterest Social Media Influence

A new social media measurement tool is upon us, a Pinterest influence score – but how do you calculate your score?  With Klout, we have been able to calculate social media influence across multiple channels.

Klout Score, measures influence on your ability to drive action.

This influence has been calculated through the Klout Score, based on the your ability to drive action, every time you create content or engage you influence others.  Klout explains that the Klout Score uses data from social networks in order to measure:

  • True Reach: How many people you influence
  • Amplification: How much you influence them
  • Network Impact: The influence of your network

Klout covers all social media influence, pulled from your activity on Facebook, Twitter, Google+, LinkedIn, Instagram, and more…but what about Pinterest?

Calculate Pinterest Influence

Our social media toolbox is becoming more full as social media campaigns demand an increased knowledge of Science than Art (but Art is still important).  With the rising popularity of Pinterest the past few weeks, I have come across the latest way to calculate and measure your Pinterest Influence.  There are two companies that are vying for a piece of the Pinterest calculator pie, Pinpuff and PinClout.


Pinpuff, measures your Pinterest influence.

Pinpuff calculates people’s ‘Pinfluence’ on Pinterest.  It is a measure of your popularity, influence, and reach. It also decides monetary value of your pins and traffic your pins generate.

Pinpuff has worked to help people better understand why they are investing their business’ time in Pinterest; this is especially important as its popularity grows.  Many businesses are creating Pinterest boards because of its popularity, but are forgetting to assess whether or not Pinterest will work for their brand, product, or niche market.  It would be a misallocation of resources if a financial services institution spent time pinning to their virtual pinboards (yawn…!).  With Pinpuff, businesses will be able to   determine: to Pin…or not to Pin.


PinClout is another Pinterest Influence calculator.  The PinClout website explains “PinClout is your source for Pinterest analytics. We are working to empower people and brands with the tools necessary to monitor trends, understand activity, and gauge impact, easily.”

They have hopes of becoming more than just a scoring devise, something that Klout has never managed. PinClout would like to offer analytics and data on Pinterest trends; this could prove useful to monitor ROI on your Pinterest campaign or to help plan one.  As social media influencers gain popularity, tracking and analyzing social media ROI on a campaign will become crucial to not only the success of a campaign, it will also become the industry standard for social media business.  Businesses need to identify and track their campaigns ROI now, before they are left behind.

Track Your Social Media Campaign’s ROI

PinClout, measures your Pinterest influence.

PinClout, measures your Pinterest influence.

Tracking the ROI of your social media campaign is one of WhiteFire Social’s strengths.  WhiteFire Social, a software created by

MavenSocial, works to track the ROI of a campaign through its dashboard analytics.  Track your social media influencers, determine the Social Lift (free traffic) to your campaign, and determine Social ROI all through WhiteFire software.

Pinterest continues to gain popularity and longevity, signaled by Pinterest Influence trackers such as Pinpuff and PinClout.  It will be interesting to see when and how these social media influence trackers evolve into an analytics and data tool for Pinterest.  With its similarity to Klout, will Klout step in and lay claim to services such as these?  Perhaps when Pinterest’s official API is released we will see some action.  Until then, one fact still remains, the social media industry is moving towards tracking the ROI of social media campaigns.


How to Effectively Crowdsource & Increase Consumer Engagement

The phrase “crowdsourcing” has been thrown around for the past couple of years.  You might have even heard it called out in your marketing or even customer service meetings, but do you actually know what it means, and most importantly, are you able to employ crowdsourcing strategies in your company?

What is crowdsourcing?

Crowdsourcing is a portmanteau (combination of two words) of crowd and outsourcing.  Crowdsourcing decentralizes (goodbye bureaucratic, organizational pyramid) by sourcing tasks performed by specific individuals, group of people, or a community through an open call for contributions.

Unlike the blow horn effect, crowdsourcing goes after people that have a specific interest and skill-set for involvement.  Wikipedia is a good example of crowdsourcing.  Through an open-call, Wikipedia attracts and engages a specific type of person and group of people who contribute to Wikipedia knowledge.


Crowdsourcing with MavenSocial

MavenSocial has run campaigns that engage crowdsourcing techniques for our clients.   This past year, MavenSocial powered by

Carhartt, user-generated, or crowdsourcing campaign with MavenSocial

WhiteCloud Marketing, created a crowdsourcing Facebook campaign for Carhartt Inc.

Who is Carhartt?

Carhartt Inc., is a U.S.-based clothing company founded in 1889. It is still a family-owned company, owned by the descendants of company founder Hamilton Carhartt, with its headquarters in Dearborn, Michigan.

The Problem:

Carhartt approached us because they wanted to increase engagement on Facebook by increasing Likes and opt-ins.

Carharrt wanted to approach their loyal followers and have them tell their Carhartt story.  Brand testimonials draw high

Carhartt Crowdsourcing campaign - Sign-up page

engagement and conversion rates for current customers (reminding them of the great benefits of the product, encouraging up-selling opportunities), while also bringing in new customers.

Carhartt understands that customer re-engagement and new customer acquisition is possible on Facebook and other social networking sites.

Our Solution:

MavenSocial recommended a WhiteFire Social User Generated Campaign.  Users could upload images or videos on how they have creatively used their clothing. Campaign users could then share their images with friends on Facebook, Twitter and via eMail. Every share provided an additional ballot to the user. Users were offered spot prizes for adding an entry and the top creative photos or videos were granted grand prizes.

The Results:

+Facebook Likes increased by over 100,000 during the campaign

+Almost 6K new email registrations

+50,000 plus consumer voter interactions

+Top 20 influencers brought in 8% of all the new email registrations. One influencer brought in 88 potential customers.

+219% Lift on Sharing, Total Social Lift including Facebook referrals was 1,627% on Paid Media drivers

We understood that the best way to engage with fans to increase Facebook Likes and opt-ins was through interaction with

Carhartt crowdsouring campaign - Vote Page

people.  The power of social media influencers, or Mavens is apparent, with a 219% WhiteFire Social Lift on sharing.  Social lift is the amount of people that actively participate in the campaign, without the company paying for the direct marketing costs; in other words, these Likes and opt-ins were obtained free of charge for Carhartt.

Carhartt’s social media Mavens are the people who shared Carhartt’s information amongst their friends; who in turn interacted with the campaign.  One of Carhartt’s Mavens is one Influencer who brought in 88 potential customers.

For proper brand engagement and consumer growth, it is important to respect and interact with your current consumer base, while finding new clients.  Crowdsourcing benefits both the brand and the targeted group.  The brand receives positive praise and re-engagement of past customers, which draws in news customers, and the target group receives products and services that desire.


Interested in Pinterest? It’s more than Just Pretty Pictures

Lately there has been a lot of noise about the power of Pinterest.  Pinterest has been identified as a great place for businesses to visually promote their brand online.

What is Pinterest?

Pinterest is a virtual pinboard.  The Pinterest website explains that “Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.

Marketing Strategy: Example of a Pinterest Account - Various Boards, and Pinned Pictures, shows individual's interests

Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests.”

Pinterest in other words is pictures, and lots of them.  The more pictures you repin, and the more boards you create, the more addicted you become to Pinterest; I know from personal experience (see photo beside).  It’s a great way to visually organize your life, your wants, and more importantly, your dreams.

It Takes a Special Person…

As a company, there is a certain finesse that comes with connecting with people on Pinterest.  Social media is about connecting with people, forming relationships, and spurring engagement.  Your company’s Pinterest account should be managed by someone who is naturally inclined to engage in social media, as well as have an understanding of the spirit of the brand and how it should be expressed through images.  There should not be any overt advertising or marketing on your brand’s Pinterest boards.  It is about expressing a lifestyle through the pins that can be created through your brand’s products or services.

Death of the Focus Group

On Pinterest, people repin what they are interested in.  This is a huge advancement for business marketing and market niche identification.  People are publically offering their likes and dislikes through their pinning and repining choices.  You can tell a lot about a person from the pins that interest them.  Companies are able to use these insights to hone their marketing strategy.

Paired with WhiteFire Social, technology powered by MavenSocial, companies are able to see who shows interest in their brand, but also who influences brand dissemination across multiple social media platforms.  Pinterest is the platform through which WhiteFire Social can identify and track brand data and analytics.

Sorry, Invitation Only!

Is Pinterest The Next Social Commerce Game Changer?

One of the great strategies that Pinterest employs is their invitation only registration.  In order to join Pinterst, you must either be invited by a friend via email or Facebook, or request to join and be put on a waiting list.  This creates a club-members-only aura around Pinterest.

Even though it might be hard to admit it, all of us have had moments where we wished we were part of the popular “in-crowd”, and this is the type of feeling that Pinterest evokes; the fervent desire to “fit-in” and be part of the “magic”.

Some Pinterest Facts:

I found a great infographic on the impact of Pinterest.  The infographic shared some interesting facts:

1. Estimated unique visitors to increased by 329% from September to December 2011.

Take-way: There is a large, growing audience on Pinterest.  People are sharing what they are interested in for free.         Interest is growing, there is no plateau or decline in sight.  It is the ideal time for brands to engage their customers on Pinterest.

2. Total same-store referral traffic from Pinterest to five specialty apparel retailers rose 289% from July to December 2011.

Take-away: Pinterest is driving real conversions for businesses from online into retail outlets.  Guess how much it costs to create a Pinterest account – $0, that is great business.

3. Pinterest is driving more traffic than Google+

Take-away: People are looking for new forms of social media engagement.  Pinterest is visually stimulating and inspiring.  People are able to connect through their interests.

It will be interesting to see how Pinterest evolves over time, and whether or not it’s popularity falters.  Will Pinterest continue to adapt and engage both individuals and brands like Facebook, become a passing fad, or create a new form of brand to consumer engagement?

In the meantime, Happy Pinning!

Follow MavenSocial on Pinterest


MavenSocial Case Study: Sharp and the Toronto Blue Jays

Ever wondered how to increase Facebook ‘Likes’ and interaction on your company’s Facebook Page?  MavenSocial, a subsidiary of WhiteCloud Marketing worked with Sharp to create a Facebook campaign with the Toronto Blue Jays, and saw great results.


The Objective:

The objective was to increase Facebook ‘Likes’ and activity on their Facebook Page, we executed this by providing the with an user-generated Facebook campaign.


Hit a Home Run Sharp and Toronto Blue Jays Campaign

The Program:

The program consisted of four specific things:


  1. On-line Interactive Facebook Baseball Quiz

The Facebook quiz engaged Facebook fans, asking them specific questions about baseball.  The grand prize was a 70’ LCD TV.  Other prizes to be won were a HTSB600 sound bar home system, an IGBC2UB Plasmacluster Ionizer, and a XLHF200P microsystem, and more!

  1. Weekly questions/play against your friends on Facebook

    Hit a Home Run Sharp and Blue Jays Quiz Question

The more questions entrants entered correctly, the more ballots an entrant received.  Weekly questions brought people back and kept the participant rate high.

  1. See your success on the Leaderboard

A leaderboard is extremely important for a campaign like this.  People are naturally competitive, and like to see themselves at the top of the game.

The leaderboard also acts as a way to have people come back the contest week after week.

  1. Share the event for a chance to win free VIP Jay’s Tickets

Entrants were encouraged to share the event with friends for a chance to win free Toronto Blue Jay’s VIP tickets.  The contest combined baseball and electronics for a killer combination.


Campaign KPI’s:

KPI’s are what we measure the success of the campaign against, based on stated objectives.  We were able to provide some amazing results.  Using MavenSocial, we were able to track and manage the campaign results.  MavenSocial is a software the increases walk-in and online traffic to the local retail outlet or eCommerce site. MavenSocial increases visits, opt-ins and FB ‘Likes’ through digital and traditional channels.

Hit a Home Run Sharp and Blue Jays Conversion Rate – Visitor to Opt-in

The contest saw:

  • Over 8M impressions
  • Over 39,584 votes and user interactions
  • Generated 5,000 new “Likes’
  • 25,000 visitors
  • 4,000 New email opt-ins
  • Over 22,000 sharers and Facebook referrals

We were able to create an ROI of over 4x of the initial investment.

We’ll keep you posted on additional MavenSocial case studies, as 2012 evolves into a great year!


Case Study: Colio Wines – Girls’ Night Out Wines

Girls' Night Out Wines

Girls' Night Out Wines

Every woman loves a nice glass of fruity wine with girlfriends, right?  Even more so…every woman loves a shopping spree to Winners!  Our campaign for Colio Wines – Girls Night Out Wines combined their fruity wines with a $2,500 shopping spree to Winners.


The objective of the Colio Wines, Girl’s Night Out campaign was to produce brand awareness and introduce the new lines of fruity, fresh summer wines – perfect for an afternoon or evening gathering with the ladies.

The Contest:

Girls' Night Out Wines Shopping Spree Entrant Page

Girls' Night Out Wines Shopping Spree Entrant Page

The contest was held within Facebook and enticed ladies to enter to win a $2,500 Winners shopping spree!  I wish I could have entered that contest…but I digress.

Contest participants were able to participate in 2 ways through Facebook:

1)   Contest entrant (no additional information required)

2)   Opt-in (contact information required = we can contact later for future campaigns)

–  Ratio from visitor to opt-in: 25 = there was a 25% opt-in rate from visitors

– Total contest entrants: 9,561

Total contest opt-ins: 4,724

Campaign Demographics:

Recently, I have been blogging about the importance of women as brand influencers in social media.  The Girls’ Night Out

Girls' Night Out Campaign Demographics

campaign exemplifies how effective women are in a campaign that they feel strongly about.  Below are some of the stats:

  • The campaign consisted of 92% females, and 8% females
  • The highest participating age group was between 25-34 years of age – Interestingly, there was a consistently high participation rate across 22-64 year olds.  This tells us that there are less restrictions on the life of a campaign that is strategically organized and connects with people – conversations with your brand influencers are extremely important!
  • 83% of participants were homeowners, with an average home market value of $100,000 – $200,000.

The campaign demographics tell us that the campaign consisted of mainly women between 25-34 years of age who were probably first time home owners – this creates a pretty clear niche market picture – doesn’t it?

Visitor to Opt-in Funnel:

There is a big difference between visitors and opt-ins – let me explain.

Girls' Night Out Wines Facebook Campaign Visitor to Opt-in Funnel

Visitors are great, they visit the campaign page, and might even interact with the campaign, but one thing they fail to do is give us personal information, such as their name, and email.

An opt-in, literally ‘opts-in’ to the campaign or contest.  They share their personal information with us, giving us permission to

contact them in the future with additional campaign details or advertising.  We had 13,000+ Facebook Page visitors, with 36% of those visitors opting-in to future notifications from us!


Social Media Influencers Spider Graph - names removed for privacy reasons

Identify Campaign Social Media Influencers:

Another integral aspect of the campaign process was identifying the campaign’s social media influencers with the WhiteFire Social software used by MavenSocial.

As I’ve shared before in other blog posts, social media influencers are the 20% of your customers who actually bring 80% of the responders to every marketing program.

Influencers are a part of everyday life, including your social media marketing campaigns – it’s your choice to identify & engage them.

Campaign Results:

  • 13,000+ Facebook Page Visitors
  • 9,500 contest entrants
  • 7,178 new Facebook “Likes”
  • 4,124 new OPT-INS for future communications
  • Trackable results from traffic drivers
  • Food and Drink ad and Blogger Tasting party


Overall, the campaign was a great success.

  • Campaign results were 3 times forecast goals
  • The campaign generated numerous positive Facebook posts and interactions
  • Expanded Facebook following “Likes” and the opt-in database will provide a new and significant marketing channel moving forward
  • Campaign clearly supported and fostered the Girls Night Out brand with target audience.

Go Ahead, Be Picky – Choose Your Brand Influencers with Care

When working with your brand’s social media influencers it is important that you are selective about the ones that you choose to work with.

But let me back up.

What are social media influencers anyways?

Social media influencers are the people who affect the success of your brand online.  These people knowingly or unknowingly effectively disseminate information across multiple platforms to people.  They are mega sharers – passing on information about your brand.  They also do a fabulous job of drawing other people into a brand campaign, sometimes creating multiple layers of sharing…so it’s good to have them on your side!

Choose Your Influencers Carefully:

One of the influencers who is effecting positive change in your campaign has a high Kloutscore – so what?  There is more to someone’s influence than their score.  If you read through their tweets and blogs posts, and the most they have to say about make-up is that it looks good on a model, but they don’t wear it any time other than Halloween, why are you as a make-up

Top Social Media Influencers of a campaign identified with WhiteFire Social, brought to you by MavenSocial!

company trying to cater to them and get them on board?  It’s all about perspective.  Be picky, you have every right to.

Size doesn’t Matter:

Don’t judge someone based on the number of followers they have, blog posts or superbly high Klout score.  It is more valuable for your brand to initiate a working relationship with someone who has a dedicated 300 people fan base, as opposed to a 3,000 person fan base that is at most listening and unresponsive.

Consider the Long-Term:

Where’s the brand loyalty?  Companies like brand influencers because they can count on them to tweet  or blog about an upcoming campaign or event…but how long will this honeymoon last?  People’s attention spans are beginning to look a lot like Twitter’s 140 character limit – short and punchy – but short lived.

Be attentive to the needs of brand influencers – it’s all about the relationship that you create with them.  Recognition is huge!  If in your work and personal life you love to feel recognized and appreciated, why wouldn’t brand influencers want to feel the same way?  It’s about quality over quantity and relational recognition.

The Solution – MavenSocial:

Here at MavenSocial, we use a software called WhiteFire Social, with this software we are able to determine who the social media influencers of are every campaign that is run through the system.  With out backend analytics we can map out the effect the social media influencer has on the campaign, helping brands not only identify, but also understand the power of an influencer on their campaign.

Our software also helps us to identify Social Lift.  Social lift is the free sharing and traffic that originates from the initial media spend on a campaign.  This is all tracked, recorded, and reported on within the WhiteFire Social backend dashboard.


The 80/20 Rule of Social Media Influencers

Mavens: The 20% of your customers who actually bring 80% of the responders to every marketing program!

Social media influences, or Mavens have a huge market and brand influence!  It’s the 80/20 rule – 20% of people who use a product or service bring in 80% of the responders to a program.  Take Coca Cola for example: they say that it is not simply about gaining millions of Facebook fans, it is about the community of people that they bring in because of their influence.  It is about tapping into the community that these followers belong to.  After all, only 20% of Coca Cola drinkers consume 80% of the product.

Identify Relevant Influencers:

There is a disconnect between influencers and brands.  Just because a person tweets regularly and has a blog, doesn’t mean that they are creating real influence for your brand.  It’s all about the DATA.  You need to be able to track the actual influence that someone has over time.  I recently read a great article by Tom Edwards, SVP and Digital Strategy & Emerging Technology at Red Urban (Omnicom) (Twitter: @blackfin360), he recommends Dan Zarella’s Retweetability Metric as just one way to measure an influencer’s reach:

Dan Zarella's Retweetability Metric

How many re-tweets do you have per day, do you even tweet?  What is Twitter, anyways…makes you think, eh?

It is also important to assess an individual’s Facebook reach, Youtube, blog and more. Edwards explains that “each data element

Data provided by WhiteFire: Amy is the brand influencer, influencing the people around her - creating social lift!

receives a 1-3 weighted ranking based on Primary, Secondary & Ancillary influencer target status and all scores are then averaged to gauge an influencers potential brand impact rating.”  Another tool that is causing a lot of racket is Klout.  Klout provides a good starting point for assessing influence online – but lacks the in-depth insight, or personalization for specific brands.

WhiteFire Social is a software that personalizes your brand’s influencer data.  WhiteFire has a great backroom dashboard that creates spider graphs identifying the campaign’s social media influencers, and the people that they directly influenced to join the campaign, or opt-in.  It is a powerful testament to the power of data, data, and more data.  Brands are also able to create custom Facebook Apps and follow the campaign cycle from inception to completion, topped off with up-to-the-minute statistics.  Software like WhiteFire will only continue to gain popularity as brands attempt to define and measure the impact of their social media influencers.

When 20% of people are influencers 80% of the purchasing decisions for a brand, brands can no longer ignore the impact that these Mavens have on the success, or failure of their brand.


MavenSocial Case Study: Carhartt Facebook User Generated Campaign

This past year, MavenSocial created a Facebook campaign for Carhartt Inc.  We saw some amazing results, and thought that we would share it here.

Who is Carhartt?

Carhartt Inc., is a U.S.-based clothing company founded in 1889. It is still a family-owned company, owned by the descendants of company founder Hamilton Carhartt, with its headquarters in Dearborn, Michigan.

Social Media Influencers (Mavens) share avidly with their groups of friends, creating social lift.


Carhartt approached us because they wanted to increase engagement on Facebook by increasing Likes and opt-ins.

Now, why would Carhartt, a well-known staple in many a wardrobe, be worried about reaching people through social media outlets?  They understand that there is a large potential market that can be reached through Facebook and other social networking sites.

Scott Haiges, President of ROI Research Inc. explains the social media facts:

+One in 4 respondents have 4 or more active social network accounts,

+More than one quarter access their Facebook or

Twitter accounts at least once a day via their mobile phones.

Haiges, explains “we knew that these sites are extremely popular for socializing, but the level of interest for branding and promotional marketing content is surprisingly large.”  Social media outlets truly are becoming a powerful way to reach an otherwise untapped market.  Facebook is coming out on top with 44% of online sharing occurring on Facebook.

So what does this all mean for Carhartt?

Carhartt knew that they wanted to actively engage a vast amount of people over Facebook; this is where we came in.


Facebook Campaigns encourage Sharing, identifying Social Infuencers (Mavens).

MavenSocial recommended a User Generated Campaign.  Users could upload images or videos on how they have creatively used their clothing. Campaign users could then share their images with friends on Facebook, Twitter and via eMail. Every share provided an additional ballot to the user. Users were offered spot prizes for adding an entry and the top creative photos or videos were granted grand prizes.


+Facebook Likes increased by over 100,000 during the campaign

+Almost 6K new email registrations

+50,000 plus consumer voter interactions

+Top 20 influencers brought in 8% of all the new email registrations. One influencer brought in 88 potential customers.

+219% Lift on Sharing, Total Social Lift including Facebook referrals was 1,627% on Paid Media drivers

We understood that the best way to engage with fans to increase Facebook Likes and opt-ins was through interaction with people.  The power of social media influencers, or Mavens is apparent, with a 219% lift on sharing.  Social lift is the amount of people that actively participate in the campaign, without the company paying for the direct marketing costs; in other words, these Likes and opt-ins were obtained free of charge for Carhartt.  Carhartt’s social media Mavens are the people who shared Carhartt’s information amongst  their friends; who in turn interacted with the campaign.  An example of the campaign’s Maven would be one influencer who brought in 88 potential customers – now that’s great sharing!


Data: The Future of Marketing

There is a fundamental reset occurring in the marketing sector; is your company on board?  In the past, emotions have been the prerequisite for a powerful marketing campaign.  Leo Burnett once said “advertising is the ability to sense, interpret… to put the very heart throbs of a business into type, paper and ink.”  While emotions are important, they are quickly taking a backseat to data, some may know it as, social media metrics.

What has brought data to the forefront, you may ask?

It started around the time of the 2008 Global Recession.  People quickly lost confidence in not only the banking system, but the world around them.   We all promised ourselves that we would not be duped again.  Emotions are not quantifiable; data is.  Data is the surest way to analyze a product, service, and business venture, etcetera.

A Marketing Digital Footprint:

The future of marketing is about identifying and tracking people’s digital footprints.  Klout is a perfect example of the tracking and ranking of our impact.   Klout explains on their website that

Data on brand influencers is crucial to every business!

Klout measures influence online. When you create content or engage, you impact others. Klout analyzes that impact to find your Klout Score, influential topics, and your influencers.
Klout is the standard for influence. Top brands such as Disney, Audi, and Turner use Klout Perks to reach and engage influencers. Over 3,000 applications and partners use Klout data to display Klout Scores,

prioritize based on Score or topics, and segment users.”

Everyone who has a Facebook, Twitter, Foursquare, or a plethora of other social media outlets has a Klout score, already calculated online.  Klout gives people a number between 1 and 100; the closer you are to 100 the better.  Programs like Klout are taking data and extricating valuable information from it, ranking you on a virtual leaderboard with your peers.

Data provided by WhiteFire: Amy is the brand influencer - creating social lift.

Another form of data aggregation and interpretation is WhiteFire Social.  WhiteFire is a Social Media Platform used to accelerate social media activity, which displays results in a dashboard compiled of deepSocial Analytics.  One is able to identify their social media influencers, and see how social lift is created, right down to the name of the person!

Companies are able to see who influences the outcome of their campaigns, or disseminates their brand message across multiple platforms.

Now THIS is what I call powerful data.

Data allows companies to identify and connect with their social media influencers, changing the way they reach their market.  It is key for businesses to understand and embrace the changing tides, and create a marketing strategy that is founded on data – facts, as opposed to emotions.


Top 5 Ways to Identify Your Brand Influencers

Identify your company’s social media influencers and harness the power of brand dissemination and influence!  Brand influencers have the ability to take an idea, brand, or concept and bring it to the mainstream.  An influencer is defined as someone or something who “determines: shapes or influences; or gives direction to” and has the ability to mould public opinion.  Through tapping into the power of your market’s influencers, you will be able to create a strategy to engage them for your business’ benefit.

Overall, brand influencers can take an idea, brand, or concept and bring it to the mainstream!

Below are 5 ways to identify your brand influencers:

Identify your brand influencers and create social lift!

1.       Identify Your Niche Market

It is crucial to understand where your business fits into the market.  Define what you are trying to accomplish and how y

ou intend to do it.  It is about realistic goal setting and thorough research.  Consider what need your business satiates.  What do you have to offer that other businesses lack?  In most households, the woman makes the purchasing decisions – are you reaching the right person in your marketing approach?

2.       Assess Influencer Reach

When identifying who your core social influencers are, it is important to understand their reach and relevance to the brand that you want to

promote.   How many people do they have following them?  Do the influencers interact with their followers, consistently keeping them updated on new products and promotions?  Look at the frequency of posts and updates; an out of date blog is a dead blog.


Approximately 1% of a site’s audience generates 20% of all its traffic, that’s HUGE!

Identify who your social media influencers are with up-to-date data that shows the true ROI of social media influencer engagement.  WhiteFire Social provides great software that does just that.

 3.       What do They Share?

Once you have identified your niche market and influencer reach, the next step is identifying what type of information your influencers share.  Do they share links to contests and sweepstakes?  Are they more content focused, sharing branded entertainment content?

The answers to these questions will help you understand where your focus should be.  Are you an organic baby food company?  Best chances are your niche market is moms who want to feed their baby well, at a good price.  Offering coupons and discounts on nutritious baby food might be the right way to cause a buzz.

4.       Do They Create Content that is Legitimate and Timely?

Not only is the content timely, is the influencer innovating?  Are they presenting and disseminating content in a way that you have not seen previously?  If so, then consider the validity of their information.  Have they reported accurate and up-to-date information?

Content is King, folks!

5.       Do They Rank on Google?

One interesting aspect to consider is whether or not they have strong keyword associations on Google.  A social influencer’s organic ranking can be a good indication of their popularity or influence on the topic.  While the organic ranking is not crucial to defining a social influencer, it can be strong indication of their clout on the subject.

Take note!  Social Media Influencers are looking for recognition, and a virtual leaderboard is a great way to boost company engagement with your influencers.  Everyone likes to see their efforts appreciated, and their name up in lights, especially by a business that they endorse just because they can.  The idea is to get people working actively for you; it’s about intention.

Remember, nobodies are the new somebodies!  Brand influencers are the everyday people like you and me!