© The Editor(s) (if applicable) and The Author(s) 2018 J. Backaler, Digital Influence, https://doi.org/10.1007/978-3-319-78396-3

Appendix

Influencer Software/Online ToolsThe following is a selection of influencer software and online tools to consider:

BoostInsider | boostinsider.comCrowdTap | crowdtap.comFameBit | famebit.comFLUVIP | fluvip.comGroupHigh | grouphigh.comHypetap | hypetap.comHYPR | hyprbrands.comIFDB Talent Dashboard | ifdb.comInfluence.co | influence.coInfluenster | influenster.comIZEA | izea.comJulius | juliusworks.comKlear | klear.comLinquia | linquia.comMavrck | mavrck.coMention | mention.comNeoreach | neoreach.comOnalytica | onalytica.comPARKLU | parklu.comReelio | reelio.comRevfluence | revfluence.comTerakeet | terakeet.comTinysponsor | tinysponsor.com

203

204 Appendix

Traackr | traackr.comTRIBE | tribegroup.co

Influencer AgenciesThe following is a selection of influencer agencies to consider:

360i | 360i.comAcorn | acorninfluence.comClever | realclever.comCome Round | about.comeround.comDigital Brand Architects (DBA) | thedigitalbrandarchitects.comEpic Signal | epicsignal.comEvolve! | evolvesinc.comFanatics Media | fanaticsmedia.comFanology | fanologysocial.comGoat Agency | goatagency.comInfluence Marketing Agency (IMA) | imagency.comIvy Worldwide | ivyworldwide.comMediakix | mediakix.comObviously | obvious.lyOpen Influence | openinfluence.comRare Global | rare.globalReign Agency | reignagency.coSocialCoaster | socialcoaster.comSocialyte | socialyte.comSway Group | swaygroup.comTheAmplify | theamplify.comThe Cirqle | thecirqle.comTheInfluenceMarketer | theinfluencemarketer.comViral Nation | viralnation.com

© The Editor(s) (if applicable) and The Author(s) 2018 J. Backaler, Digital Influence, https://doi.org/10.1007/978-3-319-78396-3

Image Glossary

Fig. 2.1 Seth GodinFig. 2.2 David RomanFig. 2.3 Paul Revere “Tweet”Fig. 3.1 Examples of Celebrity, Category and Micro-InfluencersFig. 4.1 Joel WhitakerFig. 4.2 Josh SteimleFig. 4.3 Heidi YuFig. 4.4 Lauren HallananFig. 5.1 Taryn SouthernFig. 5.2 HBR-Frontier Strategy Group distribution statisticFig. 5.3 Erin Ziering and Veena Crownholm, The Millennial MamasFig. 5.4 Ruben OchoaFig. 6.1 Huawei KOL Dez Blanchfield experiences the latest holographic

communications technologyFig. 6.2 Jennings alongside Huawei KOLs at its 2017 Mobile Broadband Forum

in LondonFig. 6.3 Mary SheaFig. 6.4 Jai ThampiFig. 6.5 Kimberly WhitlerFig. 6.6 Dan SchawbelFig. 7.1 Volvo Instagram postFig. 7.2 Ryan PatelFig. 7.3 Brittany HennesseyFig. 7.4 Lee OddenFig. 8.1 Cynthia JohnsonFig. 8.2 Pam Moore TweetFig. 8.3 Jason MillerFig. 9.1 Taryn Southern and fellow YouTuber Bart Baker play “Truth and Dare”Fig. 9.2 Tamara McClearyFig. 9.3 Tom DoctoroffFig. 10.1 Jill RowleyFig. 10.2 Matthew Britton

205

206 Image Glossary

Fig. 10.3 Assorted Instagram photos from Mediakix’s fictitiousinfluencer accountFig. 10.4 Fake influencer service offeringFig. 11.1 Amisha GandhiFig. 11.2 Traackr ROI framework 1Fig. 11.3 Traackr ROI framework 2Fig. 12.1 Goodweird campaign (From left to right: EeOneGuy, The Viral Fever,

Matthew Santoro)Fig. 12.2 Richard LeggettFig. 12.3 World map case study overviewFig. 12.4 Soukaina Aboudou’s PMD Kiss CollaborationFig. 13.1 Johnny Jet traveling in the SerengetiFig. 13.2 Mark Schaefer

© The Editor(s) (if applicable) and The Author(s) 2018 J. Backaler, Digital Influence, https://doi.org/10.1007/978-3-319-78396-3

Index

AAboudou, Soukaina 40, 142, 143, 179,

181, 198activation 156AdAge 153, 171, 185ad blocker 6, 16Adobe 79, 80, 129, 130, 135advertisers 13, 192advertising 6, 14, 16, 56, 120, 123,

126, 142, 143, 155, 163Advertising Standards Authority (ASA)

142, 143, 153advertising Value Equivalent (AVE)

162, 163affiliate sales 131, 132Affinio 99Africa 41, 48, 49, 51, 52, 70, 176, 182,

183Airbnb 1, 2, 4Alba, Jessica 23alcoholic beverage industry 183Alexander, Beca 48, 61, 97, 145Alex-Brown, Konstanze 93Allianz Worldwide Partners 187American Marketing Association 158,

169amplification 83, 126, 131, 158, 173

Armstrong, Amber 96, 107, 162artificial intelligence (AI) 48, 73, 169,

196Asia 39, 40, 47, 150, 176audience, size of 22augmented reality (AR) 71, 175, 197,

198Australia 49, 70, 80, 127, 180, 181,

186authenticity 2, 28, 32, 33, 88, 89, 106,

109, 193automotive industry 125

BBaker, Bart 120Baruch, Talia 197beauty industry 57, 126, 130beauty influencer 37, 38, 40, 142, 181big data analysis 199Blanchfield, Dez 71, 80, 164blogger 3, 22, 24, 25, 30, 32, 46, 113,

156, 183brand 1–3, 6, 8, 11, 14–17, 22, 24,

26–30, 32, 33, 37, 38, 40, 42–45, 47, 48, 51, 55–66,

207

208 Index

69–71, 73, 75, 76, 78–80, 83, 84, 89–95, 97–101, 103–106, 108–110, 113, 114, 119, 121–124, 126–128, 130–132, 138, 139, 141, 143, 145, 146, 150, 156, 159, 164–166, 171, 178, 181, 182, 184, 190, 192–195, 199

ambassador 183, 188awareness 1, 42, 56, 66, 100, 119,

132, 163, 165, 175, 181, 183, 195

collaboration 28, 38, 80, 131, 143, 144, 146, 147, 150

fit 22, 32, 89, 95, 123risk 194

Brazil 40, 41, 45, 46, 48, 127, 142, 173, 183

Brinker, Scott 100Britton, Matt 30, 57, 144Brown, Bobbi 90budget 32, 56, 58, 66, 155, 159–162,

176, 178, 193Burke, Shonali 107business to business (B2B) 21, 43, 48,

49, 59, 67, 72–85, 106–109, 123, 130–132, 140, 145, 151, 157, 161, 162, 178, 182, 193, 199

business to consumer (B2C) 52, 56, 58–60, 62–64, 66, 67, 73, 75, 76, 78, 80, 82–84, 96, 107, 109, 130, 131, 178, 193, 199

business outcomes 164, 165, 195

Ccampaigns 1, 10, 37, 45, 48, 58, 90,

98, 110, 111, 129, 146, 158, 164, 172, 173, 184, 190, 199

Canada 15, 26, 49, 70, 127, 183Carlson, Reb 63, 110, 123

category influencer 24, 28–30, 32, 42, 45, 59, 65, 71, 72, 74, 80, 92, 103, 107, 108, 127, 132, 137, 140, 182, 192

celebrity(ies) 2, 14, 15, 17, 22, 27, 33, 57, 127, 131, 181, 190, 192, 199, 200

endorsement 190, 199influencer 14, 33, 127, 190, 192

Chapman, C.C. 103, 116, 117Chesky, Brian 2chief marketing officer (CMO) 11, 13,

28, 29, 77, 96, 111, 129, 130, 135, 145, 190

China 2, 37, 41, 42, 46, 49, 50, 62, 69, 142, 175, 177, 178, 182, 192

China Goes West 2Chinese companies 69click farm 151Coca-Cola 15, 125, 130, 134, 163co-creation 60, 130Collective Bias 59, 58, 68competitors 59, 61, 66, 75, 78, 81, 84,

96, 145, 175consumer(s) 8, 13, 16, 29, 38, 43, 46,

51, 56–58, 61–63, 65, 66, 73, 82, 87, 91, 94–96, 108, 111, 119, 121, 125, 126, 132, 137, 138, 141, 143, 155–157, 163, 167, 171, 175, 180, 181, 190, 194, 198–200

electronics industry 56, 66, 156, 180

feedback 127, 180protection 141–143

content 1, 5, 14–17, 20, 28, 30–33, 38, 39, 42, 45, 46, 49, 50, 55, 58, 60, 63, 64, 66, 70, 75, 78–80, 90, 92, 93, 96, 104, 106, 107, 109, 111, 113, 114, 119, 121–123, 129–131, 137, 141, 143, 146, 148, 149, 158, 160,

Index 209

161, 167, 172, 173, 181–183, 187–189, 191, 196, 197

creator 3, 15, 56, 60, 63, 109, 119, 121, 138

marketing 76, 77, 103, 109, 121, 123, 131, 160, 172

corporate reputation 69, 70, 89, 96, 101, 113, 125, 129, 133, 157, 158, 193, 199

Coty Inc. 94Crawford, Tim 74, 83cross-border 178, 179, 184Crownholm, Veena 64cultural influence 43CXOTALK 28, 109

DDamsen, Christian 42, 99, 162Dell 93demand generation 162, 182Digiday 98, 102, 121, 128, 134, 135,

153, 154digital advertising 49, 76, 175DiScala, John 188disclosure 142distribution channel 42, 63, 121distributor 53, 63Doctoroff, Tom 32, 43, 122–124, 141DocuSign 43, 53Dumas, John Lee 24Duncan, Amanda 111Duprie, Jacey 24Dyson 180, 186

Ee-commerce 42, 51, 59, 60, 65, 164,

175EeOneGuy 46, 53, 172, 174, 185Electrolux 7, 157Electronic Arts 126, 134eMarketer 55, 92, 102, 155, 169

engagement 2, 16, 26, 28, 30, 31, 39, 40, 50, 66, 70, 73, 75, 78–80, 83, 92, 96, 99, 104, 106, 107, 110, 111, 114, 119, 132, 133, 139, 146, 148–151, 158–160, 162–164, 167, 172, 173, 180, 182, 184, 189–196

Epstein, Jeremy 13European Advertising Standards Alli-

ance 142Europe (EU) 39, 40, 48, 49, 51, 62,

69, 115, 119, 142, 172, 176, 181, 194

Eyal, Gil 57, 90, 99

FFacebook 6, 9, 31, 37, 39, 45, 58, 71,

87, 139, 150, 182, 188fake followers 32, 192FameBit 99, 203Fanatics Media 29, 204Fanology 28, 204fashion industry 61fashion influencer 68, 87, 98, 139Federal Trade Commission (FTC) 28,

111, 141, 142Ferragni, Chiara 59, 65, 68, 139Ferriss, Tim 19, 24, 26, 32Fidelman, Mark 29financial services industry 75Finsbury 11, 91, 159followers 1, 20, 24, 25, 28, 30, 32,

34, 37, 38, 42, 46, 49, 51, 57, 59, 64, 66, 83, 84, 88, 90–93, 106, 107, 111, 127, 139, 146, 148–151, 159, 182, 193, 197, 198

follow/un-follow 148Forrester Research 95The 4-Hour Workweek 20, 34France 26, 45, 49, 70, 127

210 Index

freedom within a framework 121–124, 133, 194

free products 65Friese, Nick xiFrontier Strategy Group 2, 62, 176

GGahan, Brendan 160Game of Thrones 15Gandhi, Amisha 163Gee, Chris 11, 91, 158General Motors (GM) 125Germany 127, 183Givenchy 42, 182Gladwell, Malcolm 10global implementation 177global influencers 47–49, 51, 139Global marketing 174Glossier 25–29, 32, 33, 35Godin, Seth 7, 8, 16, 18, 159Golden Rule of social media 113Google 58, 92, 145, 149, 153, 188Grupo Globo 41Grupo Televisa 41Gucci 46, 94, 95

HHallanan, Lauren 47Harris, Jim 151Harvard Business Review 62, 68Havas Group 45health and beauty industry 108, 156Hearst Media 122Hennessy, Alexander 142Hennessy, Brittany 122Hewlett Packard Enterprise (HPE) 93,

113H&M 38Hollywood 15, 18, 141Hong Kong 37, 69The Honest Company 23

Hostelley, Carter 21, 81Howell, Dan 143Huawei 49, 67, 69–72, 79, 80, 85,

107, 111, 131, 178Huffington, Arianna 26, 125HYPR 35, 53, 57, 90, 99, 102, 203

IIBM 73, 77, 80, 96, 107, 162, 163,

175IFDB.com 99, 100, 203impressions 107, 156, 161, 195India 41, 48–50, 70, 172, 173, 177industry gatekeeper 11, 14, 39, 51influence 1, 11–14, 20, 22, 23, 27–32,

44, 48, 59, 60, 66, 69, 78, 83, 84, 90, 94, 105, 106, 133, 139, 146, 148, 149, 151, 152, 168, 174, 177, 190, 194, 196, 198, 200

influencer marketing 3, 4, 9, 16, 17, 21, 25, 30, 32, 33, 39, 42–44, 46, 48, 51, 52, 56–58, 61, 66, 67, 73, 75, 83, 89, 90, 92, 93, 95, 96, 98, 100, 105, 113, 124, 128, 141, 142, 145, 152, 155–159, 161, 162, 165–167, 172, 175, 184, 190–195, 199

agency 48, 61, 145, 146, 157, 172programs 100, 152, 161, 167

Influencer Marketing Measurement Matrix 165, 167

Influencer Relationship Management (IRM) software 98–100, 190

influencer(s) 3, 4, 12–14, 17, 21, 22, 24, 27–29, 31–33, 38–40, 42–51, 57, 59–63, 65–67, 70, 73, 75–84, 92–101, 104–107, 109–116, 121, 123–133, 139, 142–145, 147, 148, 151, 157, 158, 160, 162, 164, 167,

Index 211

172, 174–176, 178, 180–184, 187–190, 192, 194–197, 199

brands 2, 16, 22, 28–30, 32, 40, 47, 60, 61, 63, 65–67, 75–78, 80–84, 92, 93, 95–98, 110, 113, 131, 133, 145, 147

collaboration 3, 28, 61, 67, 108–110, 112, 121, 127, 129–133, 138, 142, 143, 145, 156, 164, 178, 190

communities 107, 130email outreach 114event marketing 164goals 89, 96, 104, 121identification 95, 96, 98, 100, 101,

141, 144incentives 78marketplace 146, 193pods 148, 194relations 49, 50, 67, 73, 74, 83, 96,

107, 111, 157, 161, 162, 176, 181, 182, 188–190, 192, 193, 195, 196, 199

takeover 132Instagram 22, 25, 27, 31, 33, 35,

37, 39, 45, 57, 59, 78, 87–89, 115, 120, 127, 130–132, 142, 146–148, 150, 151, 153, 154, 163, 177, 183, 186, 188

insurance industry 4Integrated Evaluation Framework 164,

169Intel 111, 182International Association for the

Measurement and Evaluations of Communication (AMEC) 162, 164, 165, 169

international expansion 1, 42, 69, 196international marketing 2, 51, 178international marketing strategy 2, 51,

52, 178international strategy 3

interruption marketing 4, 8, 9, 16, 58, 192, 199

iPhone 5, 8, 151ipsy 24Israel, Shel 71, 198IZEA 99, 203

JJapan 53, 180Jennings, Walter 49, 67, 69, 107, 178Johnson, Cynthia 106, 141Jorgensen, Carline 28

KKardashian, Kim 22, 23, 26, 33, 35Karwowski, Mae 144, 163Kemp, Simon 93, 110, 127, 174Kepios 93, 110, 127, 174Key Opinion Leader (KOL) 3, 46,

70–72, 74, 80Key Performance Indicators (KPIs) 157Kimberly-Clark 132, 155–157, 159,

164, 169, 195Kjellberg, Felix 137Krigsman, Michael 28, 109

LLarian, Isaac 55, 56, 66Latin America 40, 41, 43, 44, 50, 51,

176, 177, 183Lauder, Estée 38lead generation 163, 166, 175, 195,

199lead nurturing 190Leadtail 21, 81Leggett, Richard 176Lenovo 11, 126, 171–173, 176, 177,

184, 185Lester, Phil 143

212 Index

levels of influence 17, 21, 22, 27, 35, 192

LG 180, 186lifestyle influencer 111Lim, Chriselle 87LinkedIn 31, 39, 160, 197lobbyists 27local implementation 1, 177, 196local influencers 1–3, 33, 39, 42,

44–46, 183, 184, 197localization 39, 48, 177London 2, 45, 48, 72, 180, 181Long-term influencer engagement 111L’Oreal 29, 57, 73, 130Los Angeles 15, 50, 64, 68, 87, 92, 125Lululemon 181, 186luxury industry 38, 61, 94

MMAC Cosmetics 127Majewski, Brigitte 95Maker Studios 137, 138, 153Mantilla, Xavier 41, 43marketing

goals 98metrics 161, 167strategy 25, 33, 50, 51, 77, 89, 157,

174, 178technology 17, 57, 100, 144, 163,

199market prioritization 178, 184Marriott International 119mavens 11, 12McCLeary, Tamara 77, 122, 145measure influence 32Mediakix 146–151, 153, 204Mexico 40, 49, 70, 183MGA Entertainment 55micro-influencer 30, 33, 65, 92, 192Microsoft 111, 140Middle East 40, 47, 50, 94, 125, 127,

142, 153, 173, 176, 181

Millennial Mamas 64Miller, Jason 112Molinsky, Andy 42mommy blogger 25Mondelez International 143Moxy Hotels 119, 133, 134multi-channel network (MCN) 120,

137, 138, 153

Nnatural language processing (NLP) 196,

197Nazarudin, Heidi 32, 98The Netherlands 48Nigeria 41, 49, 52, 70Nike 27, 38North America 33, 172

OOchoa, Ruben 65, 66, 92, 130Odden, Lee 76, 97, 123, 129Ogilvy Public Relations 41Onalytica 48, 99, 113, 161, 203online influencer 23organizational alignment 159organizational structure 48

Ppaid engagement 81Pakistan 49, 70, 173Paris 1, 4, 181Patel, Ryan 90, 181pay influencers 65, 78, 82, 105, 106,

108pay to play 107, 150permission marketing 8, 9, 18personal care products industry 155PewDiePie 137, 139, 151, 153Phan, Michelle 24Pinkberry 181

Index 213

Pinterest 31, 130PMD 179, 181podcast 7, 9, 10, 12, 20, 24, 31, 63,

76, 79, 130product

development 25, 27, 33, 42, 61, 127–129, 133, 158, 190, 199

launch 26, 27, 56, 126, 129, 131, 133, 158, 171, 180–182

reviews 128, 158strategy 25

program activities 165Prophet 32, 43, 122, 141Purcell, Chris 93, 113

Qquick service restaurant (QSR) 110

RRaedts, Maddie 39Ragu 103, 104, 116, 117Rakuten 160reach 6, 8, 11, 14, 17, 24, 30, 33, 39,

40, 43–45, 48, 50, 51, 58, 61, 63, 64, 70, 75, 82, 87, 91–93, 99, 100, 103, 104, 106, 114, 132, 137, 151, 157, 174, 192, 193, 195, 197, 200

Reebok 128, 130, 135relevance 3, 16, 30, 92–94, 191, 196resonance 30, 92, 93retail industry 180return on investment (ROI) 3, 59, 84,

156, 157, 159–162, 164–169, 190, 195, 196, 198, 199

return on relationship 190Reynaud, Delphine 30, 91, 177Roman, David 10, 11, 171, 184Rossatti, Tuka 45Rowley, Jill 21, 76, 140Rubin, Ted 190

Russia 40, 41, 45, 46, 49, 70, 172, 173, 177

Ssales cycle 84sales strategy 42Santoro, Matthew 172, 174SAP 182Schaefer, Mark 14, 74, 149, 191Schawbel, Dan 82Scoble, Robert 140, 153Scognamiglio, Bruna 46, 94search engine optimization 128, 158Sephora 29, 127, 163Shankman, Peter 80Short-term influencer engagement 110Silicon Valley 19Singh, Lilly 14, 18, 20, 32social influence 44, 111social media 2, 5, 8, 13–16, 27, 31,

33, 38, 40, 42, 50, 57, 65, 79, 87, 96, 108, 115, 130, 132, 148, 149, 151, 156, 159, 161, 164, 173, 174, 180, 192, 198

marketing 74social selling 76Solis, Brian 190South Africa 48, 49, 70, 183Southern, Taryn 29, 59, 60, 119, 120,

133, 139, 191South Korea 2, 183Sprinklr 13Steimle, Josh 41

TTaylor, Victoria 72Tchoumi, Xenia 45, 53technology 9, 11, 16, 17, 21, 26,

32, 43, 49, 51, 57, 67, 69–71, 73–75, 79, 81–83, 85, 95, 98, 100, 102, 107, 113–115, 117,

214 Index

videogame industry 5, 137Villa, Ashley 109The Viral Fever 172, 174virtual reality (VR) 70, 71, 198Volvo 87–89, 91, 102

WThe Walt Disney Company 137WeChat 42, 46, 50, 51, 62, 175, 177,

182, 186Weibo 37, 38, 50Weiss, Emily 25, 27, 28, 32Whaley, Elijah 37Whitaker, Joel 40Whitler, Kimberly 79, 96Williams, Tim 48, 113, 161Windisch-Graetz, Charlie 125, 126Word of Mouth Marketing 11, 12, 18Wunderman 63, 110, 123

YYouTube 5, 6, 8, 9, 14, 15, 24, 25, 29,

39, 46, 48, 55, 56, 59, 63, 87, 119, 121, 133, 137, 142, 150, 156, 172, 173, 180, 182, 183, 198

YouTuber 3, 20, 31, 32, 55, 56, 105, 120, 137, 143, 148, 173, 191

Yu, Heidi 44

ZZTE 70

130, 131, 140, 141, 144, 163, 164, 171, 180, 182, 190, 195, 197–199

television 13, 41, 56, 58, 155, 160Terradata 79Thailand 115, 151, 154TopRank Marketing 76, 123, 135toy industry 56Toyota 15toy unboxing 55Traackr 30, 42, 74, 99, 162, 165, 166,

169, 177, 201, 204tracking pixel 199traditional media 2, 13, 14, 46, 82, 126travel industry 187Tribe Group 99Twitter 31, 37, 39, 83, 103, 104, 113,

130, 132, 139, 148, 150, 151, 154, 188

UUAE Commercial Transactions Law

143unboxing 56, 66Uniqlo 163, 180United Arab Emirates (UAE) 44, 49,

51, 70, 127, 143, 153, 181United Kingdom (UK) 26, 39, 45, 51,

53, 72, 91, 127, 129, 142, 143, 180, 181, 183, 192, 194

United States (US) 10, 23, 28, 33, 38, 39, 45, 48–51, 55, 62, 69, 70, 74, 87, 94, 115, 119, 124, 127, 133, 141, 142, 173, 176, 177, 181–183, 192, 194

Vvanity metrics 96, 156–161, 164, 167,

169, 183, 194, 195, 199van Loon, Ronald 48, 49Vaynerchuk, Gary 24