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.

“It’s becoming increasingly hard for brands to stay relevant in this consumer curated environment. On the other hand for agencies the demand for low-cost, yet engaging content is increasing dramatically.

“At the same time we saw thousands of people out there looking at life through a different lens, recording it with a smart phone and creating beautiful social content.

“We took inspiration from the de-centralised model of the collaborative economy and developed the tech and associated service that connects this untapped resource to what we saw as an unmet need out there at the moment.”

It is launching at the same time as radio host Jules Lund’s own influencer platform Tribe, which gives people with 5,000 or more followers on social networks the chance to monetise that with posts for brands.

One Green Bean claims Crowd Atlas is different to similar platforms in market, such as Radian6, as it provides access to Instagram and allows the agency to work with the influencers while Radian6 only identifies them.

“The key difference is that we map influencer networks for any given niche using profiles rather than pulling in tonnes of content. And yes, we can do this for Instagram,” said Kendall.

 The platform consists of three components:
  1. VINI – Verified Influential Network Identifier; the technology developed by One Green Bean that sits at the heart of Crowd Atlas and finds the influencer for each brief
  2. SAM – Social Artist Management: One Green Bean’s strategic, creative, social and PR people – the agency staff that collaborate with social artists and co-create content
  3. PIA – Platform Intelligence & Analytics: the rounding out of the service using insights, analytics, distribution and tracking that is a blend of both tech and human service

“We don’t have a stable of talent we need to sell our clients. It’s not a service influencers or clients need to sign up for. Essentially we start with a wide net and then with this tech we sort the signal from the noise using follower count resonance or engagement statistics,” explained Kendall.

“We’re not looking at influencers as purely being a media channel. We look at this audience data as essentially being a signal that these people are creating the best social content for whatever niche they’re in. We then co-create content with them.

“We think it is defining the influencer space,” he added.

In terms of how One Green Bean are monetising the platform, Kendall said clients are able to subscribe to use the platform on an ongoing, or one off, basis.

“It’s a blended service. First off there’s a subscription model for the tech. It can be a one off or an on-going subscription. That cost pays for the VINI IP,” he said.

“Then there is a service cost that are laid on top of that as far as finding that talent, creative briefs and co-collaborating with them and that’s done on a case-by-case basis. We look at the scope of the brief, what service is involved and charged accordingly.”

Currently the platform is available to One Green Bean clients which include Woolworths, Toyota, Mondelez and Playstation as well as to other partners.

Miranda Ward


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