The Power of Influencer Marketing

Sway Group’s President, Business Development, Allison Talamantez recently sat down with Kevin Price on The Price of Business to talk about influencer marketing and its role in business growth.

Allison caught Kevin off guard with Sway Group’s mastery of psychographic targeting. She explained that we go far beyond demographic or geographic location when looking for the right influencer. We can segment our network by how they think about a particular topic, what they regularly eat for breakfast or when they begin holiday shopping. Consider us your resource to find the appropriate and most specific magazine for your target. You may be interested in a health-conscious consumer, but the woman who reads Muscle & Fitness is a far different profile than the SHAPE consumer.

For more on influencer marketing, you can listen to the full interview here.

Featured in Bizwomen – A case for the middleman: building a business uniting big-time brands with big-name bloggers

In a recent Bizwomen profile, Danielle Wiley shares Sway Group’s origin, goals and growth, as well as the evolution of the blogging industry. Below is an excerpt.

“Bloggers are like a trusted voice or a friend to loyal readers. So an endorsement on a blog can do a lot for a brand looking to reach a very specific audience. And as the blog space has continued to explode, sponsored content like what Wiley wanted to create has become a more effective alternative to traditional advertising. Need proof? Sixty-one percent of U.S. consumers have made a purchase based on a blog post, and 82 percent of consumers enjoy reading content from brands, according to an infographic produced by Ignite Spot.

Seeing that possibility, Wiley realized that the current model wasn’t working. Agencies were struggling to coordinate with influencers, and the bloggers wanted to focus on creating content and communities. They didn’t want to waste time negotiating with agencies. So you had two groups who could be very effective if they came together, but they spoke different languages and were motivated by different factors. Many great businesses — from consultancies to recruitment firms — have formed on the basis of helping two disparate groups come together. And Wiley knew she was on to the next big idea.”

For more on the Sway Group story and future plans, you can read the feature here.

Celebrating One Year of Massive Sway with Viral Content

As we celebrate the one-year mark of our acquisition of The SITS Girls and the creation of Massive Sway, we reflect back on 2014 and couldn’t be happier with the results. By expanding our audience reach and engagement, Massive Sway has effectively made our organization an unparalleled source of opportunities for brands looking to work with online publishers.

Proving the longevity and lifespan of online campaigns, the below viral content developed by Massive Sway bloggers recently received attention on mainstream media outlets.

Healing Tomato’s Brussels Sprout Grilled Cheese developed for Sara Lee made Mashable’s list of 10 delicious hangover foods that won’t break your New Year’s resolution.

• The Baked Arancini recipe Anita Schecter created for Minute Rice was featured on The Pioneer Woman’s Tasty Kitchen on New Year’s Day. Her Savory Cheesecake with Honeyed Walnuts developed for Mirassou was also featured on the site January 5.

We are proud of the work we’ve done together in just one year’s time on behalf of great clients and innovative brands. Cheers to 2015 and a GREAT year ahead!

Sway Group Profiled in Adweek, Finds Social Influencers Who Get Results

We’re thrilled to share our recent feature in Adweek – a portrait piece highlighting our network of social influencers and ability to deliver highly targeted impressions.

Sway Group captured Adweek’s attention for our work with big name companies and small businesses creating more than just digital buzz, but results from the lucrative and coveted millennial demographic.

With every campaign we execute, it is our goal (and has been from day one) to elevate sponsored content. If sponsored content is well-written, compelling and fits in with the overall brand and feel of a site or platform, that’s a win for everyone – brands and consumers alike.

So thankful for the amazing clients and dynamic influencers we work with everyday to deliver groundbreaking results! You can read the full article here.


Good Content is Still King

As we look ahead to 2015, marketing trends will continue to evolve. We’ll see more real time marketing, raw footage and digital integration, combined with a focus on native advertising and new influencers. Yet as much as things change, one thing will remain the same. Good content will always be good content that people want to read. Below are Sway Group CEO Danielle Wiley’s five tips to generating compelling sponsored content.

1. Find the right influencers for your brand
Your brand ambassador is out there; you just need to find her. Do your research to understand an influencer’s past posts before reaching out to engage. A vegan food blogger won’t be interested in a new fast food chicken wrap but a food blogger who has written about quick and easy family meals may be a fit.

2. Let the influencer guide the story
Giving the influencer creative freedom to write about the brand will generate a genuine post, in their voice, with their perspective. The content becomes more than a PSA and builds credibility to further engagement.

3. Let the influencer guide the engagement
Speaking of engagement, allowing your influencers to interact with their followers in their own way is what makes the relationship powerful. An influencer has built up a trust with their community. Trust in that relationship.

4. Build a deep and lasting relationship with the influencers you work with
Making an impact with an influencer can evolve into ongoing communication. By working with an influencer long-term and on a consistent basis, you can create a deeper connection that will work harder and come in handy in times of crisis (such as a product recall, etc.).

5. Develop different programs for different KPIs and then measure against each of them
Impressions, sales, engagement and social media “likes” are a few examples of metrics to track. Be sure to set these forth PRIOR to the start of a campaign.

If you follow the above, it will be reflected in the quality of content developed. Sponsored does not have to be a dirty word, and if done well, won’t hurt your SEO or brand image.