Worked on this early in 2013. Very rough overview. Sure many new players have entered the space in the past few months.

1. Social Influencer
Marketing Tools
Overview
April 2013

2. Brands are constantly seeking out new ways to
interact with social influencers
• Brands desire to be a part of discussion generated by
influencers
• Brands invest money and other resources in social
marketing campaigns
• Marketers work to reach influencers with new
products and/or general brand messaging

3. Social influence marketers have historically
used crude, makeshift tools
• Non-scientific processes for identifying influencers
• Relationships and tracking managed via offline
documents and spreadsheets
• Reducing the manual aspects of influence marketing
enhances viability and productivity of campaigns

4. The emerging social influence marketing
product landscape spans three buckets

5. Scoring
• Scoring platforms are primarily consumer-facing
products
• Services such as Klout, Kred and Peer Index leverage
social media analytics to rank users
• Services occasionally drive interaction with brands
based on status levels

6. Identification and Insights
• Identification with the specific intent of aiding brands
• Provides metrics on influencer reach
• Layer on additional insights that can aid decisions
around social influencer campaigns or paid
marketing efforts

7. Communication, Engagement and Perks
• Beyond identification, some firms are offering more
robust tools enabling communication
• Offerings like tapinfluence focus on content creation
and management
• Services such as influenster drive influencers toward
rating specific products
• Others specialize is merchandise/perk distribution

8. Accuracy and scale will be key characteristics of
potential investment targets
• Brands will continue to seek tools that accurately
identify influencers
• Platforms will need reach (users, publishers, etc.) in
order to secure agreements with large brands
• If $1 billion annual spend on influence marketing
continues to grow it will be driven by solutions
focused on Communication, Engagement & Perks
that help to fuel influencer marketing campaigns in a
more targeted, measurable fashion

9. Appendix

10. Key Players
Company
Overview
Klout
Consumer-facing social scoring index that creates opportunities
for peer-to-peer and brand-to-peer interactions.
Influenster
Identification of influencers coupled with fulfillment activities
that help brands connect with targeted influencers.
SocMetrics
Assists brands in identifying – primarily celebrity – personalities
that may perform well in endorsement capacity.
Little Bird
Goes beyond influence, assisting with identifying “experts” in a
given area that can be used as brand advocates
SocialChorus
Brand create hubs utilized for interaction with influencers. More
so than others, Social Chorus layers in what appears to be a
heavy services business that helps with influencer curation,
management of influencer marketing programs and more.

11. Key Players
Company
Overview
Appinions
Context-based influence scoring that allows brands to target
users based on opinion; not just direct mentions of the brand.
Influitive
Advocate marketing that drives user behavior through series of
“challenges” to help B2B marketing campaigns.
Cmp.ly
Cmp.ly falls into the services space – providing a suite of
disclosure tools that help provide protection for brands and
influencers participating in influencer marketing campaigns.
Crowdtap
Meeting place for brands and consumers. Brands can push social
media advocacy goals or present ideas to user base for
validation. Consumers can select which brands they want to
engage with and see the types of rewards available to them.