(SVP, Content Activation & Digital Strategy, Allen & Gerritsen)
Tamsen Webster specializes in how to tell the right story to the right people at the right time to drive business results. As the SVP of Content Activation and Digital Strategy for independent Boston advertising agency Allen & Gerritsen, she creates brand, content, digital, social, integrated media, community building, and audience engagement strategies for startups, retail, restaurant, CPG, and B2B brands. She holds bachelor’s degrees in American Studies and Marketing, an MA in Arts Administration, and an MBA in Organizational Behavior. She believes in the rationally irrational, loves dresses and ridiculous heels, and is the Tom Webster’s other half.
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A Case Study for Maximizing Influencer Outreach (or: Glasses, A Love Story)
You know you have to pay attention to your advocates…and to bloggers…AND to high-social-score-wielding “Influencers.” But how do you put all of that together into an influencer outreach or marketing program that really works? The answer is surprisingly simple. Once you know how to score the effect different types of influencers have on your business, you’ll know how to shape outreach, incentive, and rewards programs that maximize your marketing efforts.
Using a real-world example, you’ll learn an easy model for how to characterize the four types of influencers, what benefits each group brings to your marketing efforts, and how to prioritize the groups based on budget, time, and effort.