The third and final day (see the reports of day one and day two here ) of the WOMMA congress was all about 'influencer' marketing. Should a brand focus on the new 'influential' people on social media, or not? For the first time during the congress, there were heated discussions and differences of opinion. A topic that is sensitive and of course very topical after the 'virtual social drama' that Klout caused a few weeks ago.
Focus on 'influencers' or not?
The day starts with a panel discussion between Matt Thomson (VP of Klout), Peter Kim (Chief Strategy Officer of Dachis group) and Ed Keller (CEO of KellerFay). The interesting thing about this debate is the difference between offline influence and online influence. Ed Keller states that the impact of online influence is overestimated, while the people of Klout obviously have a different view on this.
more influenced by a small group of confidants in colombia phone number list their immediate circle of acquaintances or friends than by Facebook and Twitter updates. However, Klout focuses primarily on the online group and is convinced that everyone who creates digital content has some form of influence. Klout positions itself as a company that has an easy-to-understand way to reach online influencers. The easy access to these people becomes their offer to advertisers; it almost sounds like they are positioning themselves as a media company where you can buy a new form of reach.