Spotlight: The Model for Identifying Influencers | Food and Drink
Just in case you somehow missed it, last week we introduced you to ‘Spotlight’- Tamar’s model for effectively identifying influencers. We also shared the Top 5 influencers in the UK health and beauty sector alongside an up-and-coming influencer. So, what else can Spotlight offer you?
Key Benefits of Spotlight:
- Identifies the most vocal and influential advocates in your brand’s space – the web 2.0 version of the brand’s industry press
- Saves time having to establish whether the people brands are talking to actually hold any sway over a brand’s target audience
- The database forms an eCRM database for personal engagement
Spotlight provides the ideal foundation to begin a structured campaign of Influencer Engagement. The ultimate goal is to gain as much meaningful coverage for your brand’s online activities, driving traffic and participation to your site, as well as adding SEO value.
Food and Drink Influencers
This week we focus on those who have influence in an industry worth over £70bn. Given that the UK Food and Drink industry is constantly growing, evolving and developing, it will come as no surprise that this is one of the biggest blog sectors in the UK. Consumers are very aware and demanding about what they want from the sectors in this industry – be it cooking at home, shopping or going out to bars and restaurants, here are some of the most popular blogs. (You may feel a sudden sense of hunger after visiting the following…)
Rosie, fell into social media at university, and began ‘The Londoner’ in April 2011. ‘The Londoner’ is now a top food and lifestyle blog, detailing Rosie’s travels, restaurant reviews, her own food creations and fashion. Rosie’s life is central to the blog, including her dog Custard, friends, family and even dates. Rosie’s personality has gained her a loyal following very quickly, and her attractive, image-heavy blog continues to gain her many new followers via social media channels. As an influencer, Rosie ranked highest on Spotlight thanks to the high levels of interaction and engagement her blog receives, as well as her massive Twitter and Facebook following.
No.2.Eat Like a Girl
In 2007, Niamh combined her love of eating and knowledge of good food, with cooking and travelling to create her ‘highly commended’ blog ‘Eat like a Girl’. Niamh writes about food on her travels, shares her own recipes and as well as her food projects. Unsurprisingly, “Eat like a Girl’ has won a number of prestigious blogging awards including Observer Food Monthly 2010 and 2011. The success of this particular blog is reflected throughout Spotlight, particularly as the blog has an avid following on Twitter.
No.3.Poires Au Chocolat
Emma started her dessert and pastry blog ‘Poires Au Chocolat’ 4 years ago during her first university holiday whilst studying at Oxford. Since finishing university, Emma has had a whirlwind of a time including spending six months studying at world-renowned hospitality education institution ‘Le Cordon Bleu’ in London. Emma’s true passion for food is reflected in her blogs success. Spotlight in particular notes it’s growing following across social platforms and the high engagement she receives from her readers who crave her recommendations and advice. “Poires Au Chocolat” has received a number of awards including The Guild of Food Writers Award for 2011 Top Blog of the year.
No.4.Cheese and Biscuits
Established blog ‘Cheese and Biscuits’ has been recognised by London’s Evening Standard as one of the Top Influential Londoners 2011 and 2012 as well as dubbed as one of the Top 10 food bloggers in the Times Online, and is in the Top 5 UK Food blogs according to lastminute.com (The list goes on!) Cheese and Biscuits mainly reviews London restaurants and is the go-to place for over 14,000 followers of the blog. Chris Pople clearly loves food, writing and London, which is reflected throughout the blog and how well it performs across spotlight.
‘Spittoon’, is THE drinks blog in our list. Focusing mainly on wine, the strap line for the blog is very apt ‘We Spit, So You Can Swallow’. Hugely successful blogger Andrew began blogging 9 years ago and regularly updates Spittoon with posts about everything from vineyards to wine companies. Andrew believes you should share wine with friends, and other people, this is reflected by his highly engaged Twitter following. Spittoon is not a blog for wine snobs, with the wine insights targeting anyone who enjoys drinking ‘good’ wine. This is reflected in Spittoon’s Spotlight ranking in particular it’s great visibility.
Up and ComingThe London Foodie
Just like its Italian-Japanese Brazilian chef creator, ‘The London Foodie’ blog is an infusion of travel, food and drink from around the world. The blog is growing in followers across social platforms, particularly on Twitter. It has already become renowned for its reviews of best value, good quality restaurants, recipes and advice centered in London. Judging by how the blog is currently doing on Spotlight we see good things ahead for The London Foodie.
A Spotlight database of influencers for your vertical will include the following information:
»Name and online contact details
»Social presence details – Twitter etc
»Website details and targeting info
»Influence Rank scoring