From the Influencers

IBM Watson Brings Influencer Insights to Conde Nast

November 03, 2016

At this point, we know that having influencers on your side can make a big difference in the success of your product. The question is, how do you choose the right influencers? It’s a great concept, but how can you be sure that you’re reaching out to the right kind of influencer—what if they end up in the spotlight for doing something bad, and that reflects poorly on your product? Or, what if the person you reach out to simply isn’t interested in promoting your product?

As influencers become more popular, it’s becoming harder for companies to persuade influencers to join their team. PR pitches aren’t as effective as they once were, and people simply won’t return calls if they’re uninterested in the product. To run a campaign effectively, you need to hire the right influencer. To do that, the world of influencer marketing needs to embrace WebRTC. Media company Condé Nast is doing just that by partnering with L.A.-based influencer marketing platform Influential to implement its IBM Watson-enabled technology platform.

The purpose of this partnership is to enable Condé Nast to help its advertisers better connect with audiences, thus allowing it to gain insights into its campaigns. To do this, it needs to utilize Watson, which uses cognitive computing to understand the world the way humans do through senses, learning and experiences.

It turns out that Watson can be very beneficial when it comes to weeding out the right person for the job. The platform uses IBM’s Personality Insights service to analyze unstructured data from an influencer’s social media feed. Essentially, Watson will go through previous interactions on the social media page to ascertain whether or not the influencer would work for a certain company. Since Watson learns as it goes along, it will be able to analyze how the person in question interacts with their followers, how they’re perceived, what they like, etc. to see if their personality and interests fit the brand and its product.

For instance, if someone runs a social media page centered around food and finding the best places to eat in New York, they’re probably not the right person to reach out to about promoting a dietary plan. This is valuable information for advertising agencies, and, by tapping into IBM Watson, Influential is enabling Condé Nast to offer this targeted information to its advertising clients.

Matt Starker, general manager, digital strategy and initiatives at Condé Nast said, “Partnering with Influential to leverage Watson's cognitive capabilities to identify the right influencers and activate them on the right campaigns gives our clients an advantage and increases our performance, which is paramount in today's distributed content world.”

Informed clients make happy clients. The best way to create happy clients is by enabling them to run a data-driven campaign through well-informed influencer choices. In the world of influencer marketing, IBM Watson has the potential to be a major game-changer.

Edited by Stefania Viscusi

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