Nea Barman is Director, Partnerships at Boksi. In her role, Barman is responsible for both building possibilities for agencies and brands to source branded content at scale and manage their influencer marketing in a more agile, scalable and compliant way than ever. Nea has over 20 years experience of advising global brands on how to improve brand awareness and customer loyalty by improving their ways of working and acquiring, as well as using the latest advertising tools and marketing technology. When she is not at Boksi, she screens trends for the Committee for the Future (standing committee in the Parliament of Finland) as part of a crowd-sourcing group and spends as much time as possible growing peonies at her allotment.
When it comes to marketing and especially media and marketing strategies, influencers are commonly divided into a pyramid consisting of four levels of influencers: Celebrities with high reach, publishers and bloggers, brand fans and peer influencers.
The pyramid also describes the four levels of reach, influence and engagement power the influencers have.
The WOM (word of mouth) effect has been proven to have the highest level of influence and it is what most brands wish to achieve. This can be part measured through…