With millions of Twitter followers in Reebok’s demographic, one famous hip-hop artist seemed like the perfect choice for their influencer program. But according to Reebok’s Global Content and Community Manager, Ben Cobb, just because a celebrity has a lot of influence doesn’t mean they have the right kind of influence.
In his presentation at SocialMedia.org’s BlogWell conference, he describes how they found social media advocates that helped them sell out one of their products in hours — with less than half of the followers as their original advocate. He explains how determining what your advocates influence is much more important than how many people they reach.
Ben also talks about:
- How they help influencers become a part of the brand
- Why Reebok celebrity advocates, like Shaq, weren’t right for this campaign
- How they guide their influencers’ word of mouth without putting words in their mouth
See Ben’s full presentation by watching the video below.