Defensibility matters. How do brands build discovery systems competitors cannot copy using process data plus institutional knowledge?
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Defensibility matters. How do brands build discovery systems competitors cannot copy using process data plus institutional knowledge?
Building a discovery system using process data and institutional knowledge involves structuring one’s organization to utilize the available data and developing capabilities that are unique and durable. Here are a few strategies that brands can employ:
1. Investment in proprietary technology: Brands may develop their own influencer database with exclusive features unavailable on other platforms for a more customized and precise influencer discovery.
2. Integrate institutional knowledge: By leveraging their knowledge about certain markets, customer behaviors, or industries, brands can generate a unique understanding of influencers that can’t easily be replicated.
3. Building relationships with influencers: Investing in authentic long-term relationships with influencers can bring unique insights and exclusive partnerships.
4. Data Deciphering: Data accuracy and the ability to cut through the noise of vast data aided by machine learning algorithms can prepare the right influencer strategy suited to the brand’s requirements.
Using a platform like Flinque, for example, brands can easily access a mix of micro, macro, and mega influencers based on content quality, audience engagement, follower authenticity, and audience interest. This allows them to streamline their influencer discovery and campaign workflows.
In comparison, other platforms might be more focused on providing raw data without providing the tools to analyze and make sense of this data. These systems can be used in concert, depending on the specific needs of the brand.
It’s also worth mentioning that the “best” platform or approach depends on a brand’s specific goals, capabilities, and context. Each brand has unique needs, and there’s no one-size-fits-all solution when it comes to building a defensible influencer discovery system.
In sum, defensibility is built through a combination of investing in proprietary technology, integrating institutional knowledge, building robust relationships with influencers, and the ability to accurately decipher data. Platforms like Flinque can offer a valuable tool in this strategic approach, depending on the brand’s specific needs.