Anonymous influencers and your ICO strategy
The advantages of influencer marketing
When developing your ICO marketing strategy, you may well have considered building relationships with influencers. When implemented correctly, influencers can bring a whole level of endorsement and advocacy that is just not possible through traditional PR and marketing. Influencers have the power to quickly spread messaging through their authentic voice, help you build your social channels and can act as positive indicator for investors and ICO pools when deciding if there is sufficient hype for your project.
Whilst there is no doubt that best-practices have emerged when working with influencers (transparency and disclosure, social media amplification, delivery of messaging, maintaining authenticity, integration with other marketing and comms functions, etc), when it comes to selecting and working with anonymousinfluencers, there are certainly some additional considerations.
How to best incorporate anonymous influencers into your ICO strategy
The inherent problem with anonymous influencers is that you never know who you are dealing with. So for certain activity, an anonymous influencer just isn’t suitable. Whilst the anonymous influencer might have an unprecedented level of expertise in a given field, if they’re not willing to divulge their identity, using them for advisory or ambassadorial roles looks disingenuous. An ICO can risk losing credibility by aligning with unknown individuals whose background and career cannot be corroborated.
Whilst an argument can be made for working with anonymous influencers in situations such as the execution of a lighthearted stunt, in most circumstances, any serious corporate marketing and comms activity should be ruled out when it comes to anonymous influencer engagement.
Anonymous influencers are best used for standalone promotional and awareness drivers, where they are used to distribute pre-planned messaging and content. This way you can tap into the significant social footprint of the influencers, but they are not carrying any advocacy for your ICO.
An example of this would be to use influencers to drive traffic from their social media platform to a landing page owned by you that carries your ICO information, a download link for your whitepaper, or a competition where users can carry out promotional activity in return for a chance to win prizes such as tokens, merchandise or products.
At the end of the day, as long as you exercise due diligence with who you work with and operate within the frameworks of your organisation you should, in the most part, be fine. And don’t be afraid to walk away if things are getting out of hand, retaining your organisation’s core values (and operating within the law!) must always come before a risk of burning bridges with an anonymous influencer.
There are a number of anonymous influencers out there who are professional, honest and deliver the goods. The trick is to identify them and build relationships.