CULVER CITY, Calif., Dec. 14, 2016 /PRNewswire/ -- CitizenNet and SocialEdge team up to provide a layer of necessary audience verification for Influencer and Branded Content planning that mirrors the same standards of accountability, reliability, and transparency found across existing paid digital media planning. Without intelligent pre-planning for Influencer campaigns, marketers could mistakenly select an ill-fitting personality to represent their brand or product across social platforms. With the evolving landscape around influencer and branded content marketing, the need to accurately discover and hire the most relevant and affordable voice increases.
According to a study completed by Traackr, a majority of the impact and influence online is completed by only 3% of people. Many Brands run campaigns with the same pool of influencers who represent less than 5% of all content creators overall. This means the same group of influencers create content for the majority of brands, regardless of fit or brand alignment.
Daune Cummings, Associate Director of Talent and Influencer Marketing at Walton Isaacson explains, "The challenge with influencer marketing can be a perceived lack of authenticity because a majority of content produced still comes from a small group of influencers. As a company, we like to work with a diverse group of influencers from well established to new, up-and-coming talent who clients may not have considered and sometimes this can be difficult to discover and validate. In either scenario, these influencers must be believable and have content integrity, because the way influencers are perceived by their 'followers' is key in garnering the desired level of brand awareness and engagement. The market needs a solution that will help discover a broader range of quality content creators using data to validate the planning process."
With an index of over 10M social profiles in their database, SocialEdge has comprehensive performance metrics for influencers across all major social platforms. CitizenNet's prediction technology synthesizes this information in tandem with psychographic audience data gathered from over 650M+ social profiles. The combined technologies execute a "Predictive Matching" process which translates social signals and client objectives into powerful influencer planning recommendations for marketers.
"We identified a need in the marketplace for this service," explains Jonathan Kroopf, Head of Growth at SocialEdge. "Advertisers picked influencers to represent their brands for all the wrong reasons or through very basic filtering. Through CitizenNet we now provide data-backed research to help marketers make better decisions and improve the performance of their investment."
Marketers are able to query any brand or topic and receive a more qualified list of influencers and content creators as part of their Influencer media plan. These planning insights are then repurposed into paid social media plans that provide an accurate estimate of reach and performance metrics based on any level of allocated of media budget per influencer and post.
CitizenNet's SVP of Business Development, Adam Hua explains how, "CitizenNet acts as an unbiased third party in the branded content and influencer ad space. Brands can trust the influencers we recommend because we explain exactly why an Influencer is the right person for a job based on statistical reasoning."
For the past year, United Entertainment Group, a leading entertainment, sports and lifestyle marketing agency, has been an active participant in CitizenNet's Beta Partner Program. As a result, UEG has found higher efficiency in their creative planning process and better results amongst their clients. "Utilizing both CitizenNet and SocialEdge partner solutions has enabled our team to reduce time spent in influencer planning by nearly 75%, allowing us to spend more time on client strategy," said UEG's Josh Kaplan, Director of Strategic Ventures. "More notably, we have seen a significant lift in performance of our Influencer content by leveraging CitizenNet and Socialedge as partners."
CitizenNet and Social Edge's partnership marks a turn in the Influencer Marketing space towards increased standards and better practices that elevate the ad type to the same caliber of other media buys.
CitizenNet is a fully managed and SaaS Facebook, Instagram, and Twitter Marketing Partner delivering Prediction Technology to social media. This technology helps the CitizenNet platform plan, execute and optimize social advertising. CitizenNet owns 6 patents in Social Analysis and Natural Language Processing, which leverages their 650M+ demographic profile database. Founded in 2009 operating in Culver City, CA. For more information, visit www.CitizenNet.com.
SocialEdge is the social influencer marketing SaaS platform for enterprise. SocialEdge is one of Southern-California's most innovative startups. Their SaaS solution informs talent discovery, automates campaign reporting, and provides comprehensive performance metrics to plan successful brand integrations.
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