NEW YORK: Digital agency 360i has launched a platform to help brands manage relationships with influencers.
The system, called 360iRMS, allows brands to find relevant influencers for campaigns, track media coverage and social conversations, and measure the performance of influencer-marketing programs including brand sentiment, social shares, and media impressions.
Companies can search a database of more than 10,000 influencers based on criteria such as biographical background, social footprint, editorial reach, type of content shared, and history with 360i and its clients.
The agency built the platform in-house.
“We took the best of online and offline systems and personalized it for our needs,” said Rebecca McCuiston, VP of influencer marketing at 360i. “The key differentiator comes from the relationships we have created over many years. 360iRMS gives us a place to store, build on, and easily access this information.”
360i tested the tool for Alamo Rent A Car's “Get to Know Alamo” campaign, which kicked off in late January. The agency, which Alamo has worked with for the past three years, spearheaded word-of-mouth efforts for the program, helping to identify bloggers and social media influencers in the car-rental space to write about Alamo's website and its loyalty program.
“It's not about making brand content viral; it's about partnering with influential people online who can help us create content more likely to be shared,” McCuiston said.