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Home » Data » Love Connection: How Brands Are Using Al To Find Influencer Matches
Love Connection: How Brands Are
Using Al to Find Influencer Matches
By Kate Kaye, Published on May 12, 2017, 10.30 AM
‘Sam Ciurdar at the Mazda Studio at SXSW in March Credit: Sam
Ciurdar
When filmmaker and photographer Sam
Ciurdar was hired to post about his
experience with the Mazda brand at SXSW
this year, he never actually drove the sporty
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Love Connection: How Brands Are
Using AI to Find Influencer Matches
' WAUIVIE FLIINED>
involved,” he said.
He will be behind the wheel of one of the new
Mazda crossover SUVs this weekend, BERGE UAC |BAY /SALE
however, when he drives one in the LA area 217 TO 27M JAN
as part of another social media influencer Fl at 40% OFF
campaign. Ciurdar was one of a handful of
people chosen by Influential, an agency that ON ALL EQUIPMENT
pairs brand clients with so-called
influencers, with the aid of data analysis and
natural language processing.
As brands burn out on celebrity
endorsements and the legion of social media
power-personalities multiplies, it’s become
increasingly difficult to find so-called
influencers for their campaigns. A handful of
tech-centric agencies and platforms are
using artificial intelligence-informed
approaches - similar to those employed to
model audience segments for ad targeting or
enable chatbots -- to pluck potential
influencer mates from the dating pool on Blogs
behalf of brands like Mazda and Gerber.
Using artificial intelligence and machine rz Cae Wind out oy Woon
learning to discover and link social media’s Resorts
popular kids with brands "is not something
Enter your e-mail address
the majority of influencer marketers are Acrgeinda Advertising
doing,” said Kristin Hersant, VP of marketing
at Lingjia, an influencer marketing firm that How to be a Successful
# a 8 ‘Adtsonia New Business Agency (Part
has built various components of its data- 4)
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itp: adageincia rvdataldata-driven-marketinglove-connectior-how-brands-are-using-ao-fnd-infuencer-matches/artcleshowiS8638651.,.._ 2/10varro%e
Alis “definitely a sexy thing to talk about,”
said Jonathan Pollack, Lingia’s VP of
product.
Influential runs on IBM's Watson AI
technology. Mazda enlisted Influential to
help brands find influencers to to send to
SXSW to promote the new CX-5. The
technology parsed the posts in the social
ecosystem to determine common words
used alongside the Mazda brand to find
appropriate influencers. The brand was
looking for artsy extroverts with a flair for
excitement -- signaled by exclamation points
and emojis, for example.
For the SXSW effort, four Mazda influencers
were selected to cruise around Austin in the
CX-5 and hang out in a branded Mazda
Studio, then post about the experience on
Twitter, Instagram and Facebook. The data-
driven approach gave Mazda the ability to
refine its influencer marketing targeting ina
way that aligned better with the brand’s
values, suggested Eric Watson, director,
marketing operations at Mazda North
American Operations.
Now, Mazda is finalizing the traits it will seek
ina new group of influencers who will
participate in ride-and-drive events planned
through Julv in cities such as Dallas. Los
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for finding brand matches the “opposite” ofa
traditional talent search through agencies
like William Morris or Creative Artists
Agency. Rather than charging clients based
on the number of followers an influencer has,
or ona fee-per-post basis, Influential uses
metrics reflecting engagement from among
the targeted audience defined by brand
clients to determine cost.
Influential said payment per influencer can
range from $500 to $10,000 or more, based
onastock price that changes dependent on
Influential’s brand match score. That score is
determined by the demographic, contextual
and psychographic relevance between the
influencer and brand.
Better Matches, but Risks Remain
Big-name celebrity-focused brand
endorsements are under scrutiny from
regulators. The Federal Trade Commission
sent letters to 45 celebrities including
Jennifer Lopez and Sean “Diddy” Combs
alleging that they promoted brands in social
media without disclosing paid relationships
with the advertisers. J-Lo, for example,
posted a photo of herself ina shimmery
gown perched on a table alongside bottles of
Beluga Vodka on Instagram, thanking the
brand.
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AdAge India
Post by Bri Emery, a.k.a. @designiovefest on Instagram Crecit: Br
Emery
Not only did the post catch the eye of
watchdogs who complained to the FTC, it
raised questions from her social media
followers who wondered, why someone who
had previously stated she does not drink
alcohol would appear to be endorsing a
booze brand. Thought you didn’t drink
alcohol? It was one of the reasons you're
aging well,” wrote one commenter.
Using lesser-known influencers has its risks,
too, though. Although brands are beginning
to apply language and content data analysis
to achieve better synergy with non-celebs,
they lack total control over them. After
SXSW in March, Mazda influencer Bri
Emery, who goes by @DesignLoveFest on
Instagram, posted a non-sponsored photo of
herself behind the wheel of an older model
Mercedes, the brand’s logo featuring
prominently above her knees and patterned
dress.
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completely understand and respect this,”
said Mazda’‘s Watson. "In fact, the showcase
of an older vehicle that they love to drive
shows that they share similar attributes with
our target audience.”
Because brand clients sometimes have a
nebulous idea of the types of people they'd
like to work with, incorporating data
analysis can help pinpoint people or groups
with similar characteristics once there’s a
general idea, said Lingia’s Pollack.
"The way they articulate who they are
looking for is very subjective,” he said,
regarding some clients. "They'll say things
like ‘edgy’ or ‘fashionable.’ It’s very hard to
build search functions based on those
criteria.”
Lingia applied the approach to find
influencer matches for its client Gerber, to
help drive awareness of its Lil’ Beanies
product. People chosen for the campaign
posted stories and photos of their kids
nibbling on the snack made from navy beans.
eHarmony for Brands
Creative tech consultancy Ayzenberg
struggled to manually identify people for
influencer marketing efforts and worried
that when they did, they didn’t have a strong
sense of who those people really were. So,
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matchmaking: Dr. J. Galen Buckwalter, a
behavioral scientist and the original chief
scientist of eHarmony, the online dating
service that famously promises to foster
long-term relationships based on 29
dimensions of personality.
"What we did at eHarmony was pretty much
exactly what we're doing here, at least on the
psychometric perspective,” said Buckwalter,
who helped the consultancy develop its
Soulmates.ai technology.
The firm currently uses the technology
internally to surface people who -- even if
they don’t typically work with advertisers or
post sponsored content -- might be an
appropriate companion for a brand.
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To uncover potential partners for brand
clients, many of which are in the gaming
industry, the system deciphers patterns in
language used by Instagram, Facebook and
Twitter users with relatively robust
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traits sought out by the advertiser.
The algorithm factors in six traits: honesty
and humility, emotionality, extraversion,
agreeableness, conscientiousness, and
openness to experience (based on the
"HEXACO” personality inventory). So,
someone posting a photo of packed luggage
with the caption, "I spent all night getting
suitcases organized to go on my trip!” might
be considered conscientious, for example.
Someone else with a similar vacation
packing related photo accompanied with the
text, "Threw my clothes together - almost
missed my flight!” might not.
Buckwalter and the team labeled thousands
of words according to that category
structure in order to determine whether a
social power-user’s persona makes sense for
abrand. Rather than dumping a database of
language from social posts into a learning
system, Ayzenberg "used the existing
understanding that science has of
personality and emotions and of values and
used that to structure our system as we
developed it,” said Buckwalter.
It also lets the agency track the status of
negotiations with social influencers, view
their past content and estimate the
projected number of views they might get if
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match,” said aid Kai Mildenberger,
sia
Ayzenberg’s chief technology officer. "Not
because they do it because they want to
make money with it.”
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