LOCATION: CLARKE
14:20 - 15:00 DAY 1 SPLIT STREAM MASTERCLASS
THE NEW INFLUENCERS, AND HOW TO ENGAGE THEM
GARTH HOLSINGER, KLOUT | @garthsklout
A new species has been discovered: the new influencer. With the rise of Twitter over the past two years, and the adoption of sophisticated and mass communication on well-know social platforms, regular people have become incredibly influential. Brands and organisations, long behind the curve in social, have begun to embrace the new influencer. Klout disrupted the marketing and PR space three years ago by inviting these new influencers to gauge their impact in social, and by rewarding them for behavior that they already engaged in. The Klout Score became the standard measure of influence, a ‘page rank’ for people. Hundreds of major brands, non-profits and organisations want to engage with these people in meaningful ways, whether through marketing or community engagement. At the same time, new analytics tools have been developed to let influencers track and discover their influence, impact and engagement on social platforms. Analytics have become personal.
So what do the new influencer profiles look like? And how do you engage with them? This masterclass will show you.
KEY TAKEAWAYS:
• Hear how the new influencer is more highly engaged, by 10:1, on their own areas of interest, and how they share, on average, 13 more times than the rest of us
• Understand why they are able to drive contributions, conversation and sales
Garth has managed global strategic partnerships and business development with brands for Klout for the past two years, and pioneered the first influencer marketing campaigns for Klout with Virgin America and Nike. Holsinger brings a combination of social media, entrepreneurial and marketing experience, and recently formed Working Man, a digital agency.
Quick Q&A:
Q. What you are currently most excited about in digital/social? A. The rise of the new influencer – how regular people, using social in more sophisticated ways, are making a difference.
Q. The first website you check in the morning, and why? A. Google, Twitter, Klout – news, conversation, influence.
Q. Three likes. Three dislikes. A. LIKES: Books, art and sports. DISLIKES: Arrogance, insincerity, gadget slavery.
www.istrategyconference.com 39
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