Brands use Mavrck to harness the power of word-of-mouth marketing at scale. Mavrck's patented influencer marketing platform empowers brands to discover and activate thousands of their most influential customers to distribute content and drive conversions across social networks.
So, how does Mavrck come to acquire the influencers that may participate in your campaign? Read on for further details.
Three Main Ways Influencers Join Your Program
1. Joining the "Mavrck Network" via White-Label Programs
The primary way influencers join the "Mavrck network" is through a white-label program (for example: Goose Gear Apparel). As such, the influencers do not know who Mavrck is at all, only the brand whose program they joined (Goose Gear VIPs). The "Mavrck Network" is a multi-tenant database across all white-label programs that the Mavrck platform powers -- or in other words, it is similar to a data "co-op" used by other marketing cloud platforms (e.g. Adobe).
To identify influencers that may be a fit for your brand, Mavrck analyzes the influencers in the "Mavrck network" and if there are relevant influencers who joined via a non-competitive brand program (for this example, Iceman Coffee Insiders), we send a generic email inviting them to another program.
When an email is sent inviting an influencer to a second program, that email invite should reference that Iceman Coffee noticed their content on Instagram (or another social network) and would like to extend an invite to the Goose Gear program. That email should be configured to come from the acquiring brand's domain address (which requires SMTP configuration). If the brand has not authorized the use of their domain in this capacity, Mavrck uses a generic email domain versus a Mavrck domain, but that does impact performance and can result in SPAM flags. Again, the influencers do not know who Mavrck is, because we do not operate a marketplace model like other influencer platforms (e.g. Tapinfluence).
2. Social Listening
Additionally, Mavrck has been experimenting with social listening-based tactics to flag relevant influencers who have yet to join a Mavrck-powered white-label program. The influencers are identified by specific hashtags, geotags and @mentions. The process to inviting the influencer to join the "Mavrck Network" is very similar to the white-label use case; Mavrck would email flagged influencers to apply to a white-label program like Goose Gear VIPs. As with the white-label use case, Mavrck recommends utilizing the acquiring brand's domain address versus a generic one to improve invitation rates.
3. Always On Acquisition
Your brand has strong equity, and one of Mavrck's best practices is to try to identify influencers of your current customers through a dedicated landing page for your program, which is powered by Mavrck. On this page, influencers apply to and be considered for future campaigns. This is currently done by creating a generic campaign in the Mavrck platform so the application form can be used in a persistent way.
The brands that work with Mavrck authorize Mavrck to "co-op" influencers with non-competitive brands, and in doing so, the brand is also entitled to leverage the influencer "co-op." If a brand doesn't authorize use of their influencers in the "co-op" the brand doesn't get access to the other relevant influencers in the "co-op."
If you have further questions...
For further information on Mavrck' acquisition tactics, please reach out to your CSM and Influencer Operations Manager.