Mumbrella360 video: Brand authenticity – how to match influencers with your brand

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.


Blogging and social media are growing, fast. Alongside this has been the growth of social influencers who amass followers and enjoy significant cultural and trend-setting power. So, how can brands effectively engage with influencer marketing?millennial women with mobile phone -ThinkstockPhotos-479785966

This session includes an overview of how to build a social media following; the rise of social media and blogs; best practise on how to promote and advertise via social influencers; how best how to manage partnerships with sponsors and companies while remaining authentic.

The panel: Felicity Grey, managing director, Nuffnang Australia; Matt Kendall, head of digital strategy, One Green Bean; Eleanor Pendleton, editor, founder and publisher, Gritty Pretty; Jennie Sager, global chair of music and head of music and entertainment, Twitter; Melanie de Souza, acting director of marketing and airline services, Tourism Victoria.


  • 03:50: Why influencers are important in today’s attention economy
  • 04:20: Why influencers matter more than just the number of their followers
  • 06:00: How companies deal and build relationship with influencers
  • 11:00: How to choose which influencers not to work with
  • 13:40: Measuring influencer campaign success
  • 16:50: How can brands build their own social media following?
  • 24:00: Why brands should be careful when choosing influencers
  • 26:30: The importance of video in digital engagement
  • 32:00: How influencers can boost branded events
  • 37:30: Influencer marketing – more than just social media channels

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