Influence Archives - Christopher S. Penn Marketing Blog

You Ask, I Answer: How to Identify Fake Influencers

by Christopher S Penn | Jun 28, 2018 | AI, analytics, Artificial Intelligence, Influence, Influencer Marketing, Machine Learning, Marketing, Marketing Technology, Social media, Social networks

Grace asks, “There’s been a lot of news about people who fake being an influencer by buying followers and colluding with groups of influencers. How do you identify fake influencers?” Great question. Let’s first discuss what brands actually...

You Ask, I Answer: The Fourth Influencer Archetype

by Christopher S Penn | May 3, 2018 | analytics, Influence, Influencer Marketing, Marketing, Marketing Technology, Metrics

Mark Schaefer commented on my recent episode about influencers: “You are rolling old tapes here Chris. You’re viewing the world from a very narrow (B2B tech) perspective. Here’s the fact, influencers sell stuff. A lot of stuff. For many companies...

#FridayFeeling: Why Influencer Marketing Fails, According to Aristotle

by Christopher S Penn | Apr 27, 2018 | analytics, Influence, Influencer Marketing, Marketing, On ko chi shin, Social media, Social networks, Strategy

Over the past week, I’ve been doing a ton of market research for a client around social media marketing, and THE topic du jour is influencer marketing. One of the most critical flaws I’ve seen in influencer marketing programs, including some I participate...

You Ask, I Answer: Influencer Marketing Tips for Companies

by Christopher S Penn | Apr 17, 2018 | analytics, Influence, Influencer Marketing, Marketing, Marketing Technology, Social media, Social networks, Strategy

Genevieve asks, “What are some of your best influencer marketing tips?” What a great, complex question. Influencer marketing is done so poorly today. Generally speaking, we want three different outcomes: Improved reach Improved connection to...

Social Influence Network Graphs Improve Social Media Marketing

by Christopher S Penn | Mar 6, 2018 | analytics, Influence, Influencer Marketing, Machine Learning, Marketing, Marketing Technology, Social media, Social networks, Strategy

Madalyn Sklar asked how the various network graphs I make work. They’re based on a few different components and ideas, but the big idea is using a centrality algorithm to determine influence. What is Centrality? Centrality is a way to calculate how one node...

Marketing At Mega-Events Without Mega-Budgets

by Christopher S Penn | Jan 8, 2018 | AI, analytics, Artificial Intelligence, Conferences, Influence, Influencer Marketing, Marketing, Marketing automation, Marketing Technology, Metrics

Major conferences such as CES, DreamForce, and IBM THINK have hundreds of thousands of attendees, hundreds of announcements, thousands of vendors and partners, and millions of articles, social media posts, and emails. Against this exceptionally noisy backdrop, how...