At the end of February, Webfluential launched its LIVE AUDIENCES tool, set to connect brands with social influencers through online conversations. Kirsty Sharman, global head of operations at Webfluential, exclusively shares how the tool is set to simplify online brand management.
’s known as a platform that connects brands with social influencers. But with so many influencers in the online space (hello everyone with a Twitter following of 1k+), all talking constantly about everything with a hashtag these days, from opinions on serious political conversations
to funny ‘sporty music videos’
, it often proved to be a tricky task determining which influencer would be best to steer your online brand conversation in the correct direction.
But those difficult days are a thing of the past: The process is set to run smoother now that Webfluential has added its LIVE AUDIENCES
tool, intended to assist brands with just this end-goal: Identifying online conversations up to seven days old or even future ones, so they can proactively connect and engage with people already having online conversations relevant to their brands. It’s effectively online brand management 101.
Sharman explains the brand management aspect of the tool and how being part of those conversations gives brands and marketers alike better value, greater longevity and increased engagement from their campaigns…
1. What sparked the need for a Live Audiences tool?Sharman:
We spent most of 2015 at Webfluential trying to help brands create conversations through influencers. The natural evolution of our business was to help brands get even more value out of these conversations, both during and after a particular campaign.
The result of getting influencer marketing right is that you create audiences that are more likely to react to your advertising, more likely to care, and ultimately more likely to buy your service or product when the time is right. We saw an opportunity to help brands re-engage with these audiences and in turn connect with the consumers that are most likely to be influenced.
2. How does this benefit brand managers and marketers?Sharman:
The major benefit of using the LIVE AUDIENCES tool is simply that it helps brands turn conversations into conversions. Every day, thousands of people have conversations online – about brands, sponsorship events, TV shows and more. As a brand using LIVE AUDIENCES, you can now interact with people based on a recent conversation they had online, rather than by the demographics associated to their profile. This supports brands running influencer campaigns and those that are involved with sponsorships by adding longevity and extended engagement to the work that they’ve already done. .
3. What's the reaction to the new tool been like so far?Sharman:
We've been working with a few South African brands in the insurance and consulting spaces to trial the tool over the last month and we've seen some great traction. We're excited about the value LIVE AUDIENCES will add to our clients, and based on the interest shown after the launch, we expect to have a few campaigns up-and-running soon! Like all Webfluential tools, LIVE AUDIENCES is available self-service through the platform. There are step by step instructions documented in this infographic
It seems there’s no time like the present to make better use of past and future online conversations to boost your brand – especially as Sharman says Webfluential has another ‘first of its kind’ tool set to revolutionise influencer marketing space in the next few weeks.Click here
for more on Webfluential and its brand management tools, and here
for other inspiration this #BrandManagerMonth.