One Green Bean creates Crowd Atlas platform to allow it to hunt for relevant social influencers
Kendall: ‘We think is is defining the influencer space’
One Green Bean is making a foray into the influencer space creating a new tech platform it claims allows it to trawl the net to find a broader range of influencers to work on campaigns.
The PR agency is claiming its new Crowd Atlas tool will allow it to look beyond the usual range of influencers who are signed to agencies and “disrupt” the traditional model of brand partnerships, while providing relevant results and metrics.
“The reason why we’ve done this is to solve a problem,” Matt Kendall, the agency’s digital planning director, told Mumbrella.
This all seems promising but I still have a lot of questions about influencer advertising. For example:
1) How do we get an industry standard that clearly and prominently declares content as editorial or ad. I think this is not only important to protect consumers but also to protect bloggers. Who would police this though? Who could a consumer complain to?
2) To match the social reach of something like Facebook you need a lot of influencers. Systems like this and Tribe will find the influencers, but OMG who wants to manage production with dozens – potentially hundreds – of amateur publishers? It’s challenging enough going back and forth on approvals with one professional publisher. Sounds costly too.
3) Will we see sophisticated tools that are standard on social platforms like Facebook? For example how do you capture and retarget audiences across dozens of influencer accounts and platforms?
How do I know who my influencers audience is – where they are are who they are?
How do I know the influencers audience saw / was engaged?
These two questions aren’t answerable by OGB, because the IG platform doesn’t have the capability for ‘organic’ posts – yet.
I simply won’t spend money creating content for an audience I know nothing about.
That said, if Facebook launched user profile stats tomorrow… Well then, that would be a no brainer.
@David Agree. Transparency is paramount. Guidelines such as the ACCC are a good start, but as an industry we need to keep building on these.
As for managing dozens of publishers, it’s not as hard as it sounds. We ensure control via curation rather than the back and forth of amends. We provide guardrails and request a quantity beyond what we need to ensure we can filter down to quality. As for reach, there are myriad ways to ensure this (one of which is posting this great content on the client’s own channels with a social ad spend).
Your last question is platform oriented and best addressed to them.
@Budget To answer those questions here would be giving away IP in a public forum. But if you are a potential client, do get in touch as we’d be happy to take you through how it all works.
Great way to package an offering. That is genuinely quite innovative.
But I get the impression that you’ve only mixed up some jargon, acronyms and a cute sales spiel, rather that having developed any cutting edge algorithm or platform.
Look, I’m sure some clients will lap up the ‘smoke and mirrors’ but Vinni, Sam and Pia are actually underpaid interns.. am I right?
Nice one Matt
Interesting. I’m very curious if this is breaking Instagram’s TOS or API though…
@Interesting, Definitely not on both fronts. We only search public information from the API and we don’t store any media.
Cheers @Nic