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How to identify and use key influencers to market your business

DATE: Thursday 16th January 2014 
VENUE: Tigerlily, George Street, Edinburgh

Using people to influence buying decisions is not a new marketing tactic; celebrity sponsorship and celebrity endorsements have been a central part of marketing for some of the biggest brands in the world for many years.  It’s not only been a tactic for the big brands, you may have used customer testimonials in the past and that is a form of Influence Marketing.

There is little doubt that it works and people are swayed by what people who influence them say about a product or service.  But, it’s not just celebrities who influence us, people within our own communities and everyday lives have as much, if not more, clout when it comes to even the smallest decisions.

The emergence of social media has put Influence Marketing within the grasp of even the smallest business; it is possible for every company to harness the power of word of mouth in new and extremely effective ways.

It’s not just about turning happy customers into ambassadors, although that can be an important element; it’s about identifying who can influence a buying decision and that may not always be people you deal with directly.

Like all marketing, it is important to identify the aims and objectives.  There are many ways to use Influence Marketing; it needn’t just be about influencing a buying decision.  It could be to raise awareness, change a perception, or to encourage you to support a cause, there are many ways to use it effectively.  

At the January New Media Breakfasts, we will be exploring how the Internet, and in particular social media, is making Influence Marketing an important part of the marketing mix.  We will explore the following:

  • How Influence Marketing works
  • Identifying your objectives
  • How to identify your key influencers
  • Methods of utilising influencers
  • Incentivising influencers – or not?

We will also offer some examples of how businesses, large and small, are successfully adopting Influence Marketing tactics via social media to find new customers and extend their reach.


The January New Media Breakfast will be presented by Gordon White, Managing Director, fatBuzz Ltd and Derek Howie, Social Media Manager, fatBuzz Ltd

Venue: Tigerlily, George Street, Edinburgh
Date: Thursday 16th January 2014
Time: 7.30am for 8am
Cost: £18


We hope you can make it along to this event. If so, I look forward to seeing you on the day.
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