Online influencers is a hot topic in marketing departments and PR agencies these days - we're all putting them to work, sometimes expensively, and as with many new ideas, it can feel like we're operating in the dark.
Ketchum colleague, blogger and all-around good guy Jim Lin introduces a new field guide we've produced to help shed some light on the topic in a post below.
You'll want to click all the way through to the guide itself, but the post gets at the heart of things in less than a minute.
The CMO Club regularly brings marketing executives together in a forum that encourages knowledge exchange and networking. I had the pleasure of attending the 8th annual CMO Club Summit in New York City where I led a roundtable discussion about the ever-evolving ecosystem of influencers and bloggers in today’s marketing landscape. Participants asked questions and shared experiences related to influencer identification, tactics, challenges and disclosure in a lively guided, but open discussion.