Algorithmic Influencer Marketing

I had a great Penny Chat with Kara Fulgum regarding a very foreign concept to me, Influence Marketing. But first off…

What on earth is Influence Marketing?

Influence Marketing is a form of marketing in which focus is placed on specific key individuals rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers. (Yep, totes stole that from Wikipedia.)

Why on earth am I suddenly interested in Influence Marketing?

If you’ve been friends with me for very long, you’ve probably heard me reference my mysterious side-project, the social-network-infiltrator! Basically it is a Twitter graph scraper that is able to apply simple algorithms and answer interesting questions. Questions like:

If you connect the dots, this type of tool should be pretty useful in the world of Influence Marketing, it can help PR/Marketing firms find the right influencers more quickly and target them more precisely.

Here’s what I learned.

Kara is a junior dev at a marketing firm, but before that she was a Public Relations expert specializing in Influence Marketing for Country musicians. So, developer and PR expert, Kara is the perfect person to talk to! Here are some of the neat things I learned:

Where does this leave my social-network-infiltrator bot?

It seems like my little Twitter bot might find some good use in this field. Kara told me that the tool has successfully inferred what college she attended, what sorority she had joined, her affinity to Country music, and her recent career change to software development. So the tool seems to be accurate! But will it be useful in the field of PR and Influence Marketing? Here were my takeaways:

I learned a lot from our discussion Kara. Thanks for your time!

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