As expected, it was a mad dash to the InNetwork beta launch, fraught with real life drama, tension, fear of failure, and near panic. The tool was not performing well a few days before the launch but everyone dug in and pulled it off with flair and style. In the end, at the white-knuckle demo for our client, everything went smoothly. “It’s a beautiful thing,” said our client, and we all agreed.
After 9 months, a social media start-up is born. What started as an idea, which had been floating around in our minds, is now a real live baby girl. And a pretty baby she is.
We are excited at the launch of InNetwork.net Beta, the new influencer outreach platform for marketers and influencers. We are thrilled with our first partner agency and their first brand client, a global financial services company. Some of the influencers in our network have already been approached and have accepted to engage in the very first campaign. We look forward to many more opportunities in the coming weeks, months and years.
I loved the client comments while we went through our demo on Day 1. “I wish I had this 5 weeks ago while I was building those campaigns!” It almost brought a tear to my eye.
The Beta clients that are lined up are particularly interested in the platform’s audience data. Other methods of finding influencers leave the marketer with limited data that provides only a broad sketch of the influencer’s profile. InNetwork goes deep into influencer profiles and further yet in targeting their audience through data that includes audience demographic, interests and even the location of where an influencer’s followers live. This data simply does not exist in any other tools.
We want to make it easy; taking out the guess work, the leg work, and the need for clumsy spreadsheets. We also want the exercise to be fast. Our goal is to allow a marketer to create a campaign, search and select an influencer roster, engage with those influencers and launch the campaign … all in a few hours. These tasks would typically take a week to complete.
Beginning a few months ago, we took our idea to leading marketers and asked for their feedback. The ideas came quickly from these people who knew all to well the challenge associated with influencer outreach. Many of their ideas were designed into the tool and we are very proud of the success from our co-creative process.
What is Next for InNetwork
Over the next several months we will execute campaigns through our line up of agency partners and their clients to pressure test the tool. The exercise will help us further tune the workflow and capabilities. Surprisingly, it seems we are further ahead then originally planned. The brands that are currently getting ready to execute campaigns include a few consumer food products, electronics, beverage alcohol, and possibly a new consumer gaming console.
Our network of influencers is continuing to grow to the point where most Canadian social influencers have been identified with their profile and audience data loaded into the system. Our team of influencer-relationship-managers (IRMs) has grown to 5 hearty individuals and our attention is now turning the US network over the summer.
This baby really is pretty and we are pretty certain that her future is looking bright. Thanks to all the people that have helped to contribute to the InNetwork beta launch.