Celebrity endorsement is not the same as influencer marketing. Big budgets don’t guarantee trust. Connecting with the right people builds trust.Read more
Identifying the most appropriate influencers at scale is a blend of art and science. The influencer identification four S model breaks the process into core elements – writes Scott Guthrie.
Influencer marketing creators and brands stand to gain from proper disclosure
How reflecting on my daughter’s drawing opened up new ways of thinking about work – writes Scott Guthrie
Instagram influencers will benefit from the platform’s changes by listening to their audiences, knowing what their followers want and delivering consistent, high-quality content that their audience feels compelled to interact with – writes Scott Guthrie
Forbes and Traackr take influencer marketing in a new direction for business publishers – writes Scott Guthrie
An influencer’s power lies in the authentic voice which chimes with a select audience. Brands need to trust influencers with that voice – writes Scott Guthrie.
New report promotes influencer marketing whilst driving another nail into digital display advertising’s coffin – writes Scott Guthrie
For publishers it’s a race to beat the adblockers and build audience scale. But will dedicated masthead websites soon go the same way as the newspaper – asks Scott Guthrie
How influencer marketers can avoid a knock out and box clever – explains Scott Guthrie
From single blog post to publishing two books attracting 9,000 downloads and a webapp housing 250+ PR tools, #PRstack is an example of how to form a successful community of action – writes Scott Guthrie
How Oprah and Weight Watchers have joined forces to create a mutually-rewarding, long-term influencer marketing programme – by Scott Guthrie
Consumers don’t want to be interrupted by advertisements but they do want quality storytelling – writes Scott Guthrie
Immune to the advertisers’ guile we increasingly turn to people just like us to help make decisions about what to buy – writes Scott Guthrie
Be honest, be ethical and provide good quality content. How brands and publishers can keep consumers and regulators happy with native advertising – writes Scott Guthrie
Influencer marketers need to know how legislation covering product promotion and advertising affects their work on vlogs and Twitter – writes Scott Guthrie
Ted Coiné, Forbes Top 10 Social Media Power Influencer and CEO of The Extraordinary Influencer Network explains the evolution of influencer marketing and how he can fix its broken system. Interview by Scott Guthrie
Influencer relations has come of age. It now needs a framework within which it can consistently meet business objectives – writes Scott Guthrie
PRCA launches 2015 in-house benchmarking report which shows print’s perennial power and AVEs strangle-hold on evaluation. I was asked by the PRCA to write an article about this year’s findings – reports Scott Guthrie.
#FuturePRoof, a crowdsourced book and community with the bold ambition of asserting public relations’ value as a management discipline launched today. I have contributed one of the book’s 33 chapters – writes Scott Guthrie.
I’ve now written 19 Short Thoughts at http://www.shortthoughts.co. Seventeen of them this month – writes Scott Guthrie
Short thoughts are one-minute reads about change and creativity in management.
They aren’t shallow thoughts. They are quick thoughts. Ones to be continued. To be expanded upon later. To be polished elsewhere. They are work in progress. They’re designed to stimulate thought.
Here’s last week’s round up. Let me know what you think.
I’ve now written 14 Short Thoughts over at www.shortthoughts.co. Twelve of them this month – writes Scott Guthrie
I have started writing daily at www.shortthoughts.co via Tumblr. Here’s the round up of one-minute reads from last week – writes Scott Guthrie
The discipline of writing and holding up that writing for public scrutiny through sharing is potent. Here is the first round up of daily writing from short thoughts. One-minute reads covering communications, change and creativity in management – writes Scott Guthrie.