HALO Talks: Elevating Wellness
Business
Growson Edwards is a software entrepreneur and founder of CIPIO.ai, a Community Commerce marketing platform that helps brands mobilize & monetize their brand communities. He has extensive experience in the SaaS space, having grown his last company to $100 million in revenue and sold it.
After meeting his two partners, they took on the challenge of building a Community Commerce Marketing Platform. A year later, he had close to 50 brands on his platform, including some of the biggest in the fitness industry. He was able to help them understand their followers better, as well as help influencers understand their own influence. His dedication to helping brands reach their goals has paid off, and he is now on a mission to elevate the lives of others.
"Influencer marketing" is a very loaded term, and (generally speaking) tends not to be thought of highly (for various reasons.) Growson dives into that headfirst in this marketing masterclass! He states, "People who buy followers. . .it's a real issue and a very common thing. And most people who buy followers actually don't realize that the majority, if not all of those followers are going to be bots, right? So they think it's a very innocent, 'Hey, I'm buying actual real people, real followers,' but you're not."
He continues, "We take someone's audience and we segment it into four categories so we can understand if you have 10,000 followers, how many of 'em are real people? How many of 'em are what we call suspicious accounts? Which are those fake accounts, those bots? Everybody has a certain amount. Usually 10, 15% is normal. When it gets north of that, that probably means they're buying their followers. The third category, how many are mass followers, which are also real people, but they follow so many people that they're not gonna see your content on a regular basis. The fourth category is actually other influencers, which could be super powerful because there could be all kinds of like joint partnership opportunities between your community influencer and other influencers that follow them as well."
In this episode, Pete and Growson discuss:
1. How can brands use their community for growth.
2. What the Syndex score is, and how it can help you determine the effectiveness of a Brand Ambassador.
3. What strategies can be employed to maximize the success of a community influencer campaign.
Click here to download transcript.
Other episodes you'll enjoy around technology:
Dr. Joseph Maroon: https://www.halotalks.com/episode-377-dr-joseph-maroon/
Mo Iqbal: https://www.halotalks.com/episode-341-mohammed-iqbal-founder-ceo-sweatworks/ Andrew Menter: https://www.halotalks.com/andrew-menter-tyler-nicholson-physmodo/
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Robert Fioretti, Managing Director, Palladin Consumer Retail Partners
Celeste Headlee, Journalist, speaker, and author of We Need To Talk: How To Have Conversations That Matter
Erik & Rickard Blomberg, Eleiko
Praveen Kashyap and Mike Alpert, Smart Health Clubs
Dr. Dan Reardon, Co-Founder & CEO, FitnessGenes
Ryan Beck, Owner, bodyART Training Studios
Barry Herbst, Senior Vice President, The Elliott Group
Rick Rome, CEO Wash Club
Aaron DiGregorio, VP-Franchise Financing, Live Oak Bank
Jim Owen
Andrea Fornarola, CEO & Founder, Elements Fitness Studio
Eddie Tock, CEO, REX Roundtables
Frank Ancharski, Club Coach Services, Owner
Matthew Richter, Thiagi Group, President (2nd Interview)
Glenn Dickstein, Founder, Neighborhood Trainers
Adam Taplinger, Director-Private Equity Solutions, Tax Credit Co.
Charles Friedberg, Jijo, Founder & CEO
Rich Novelli, Highpoint Sport & Wellness, General Manager
Jon Canarick, Managing Partner, North Castle Partners
Jack Thomas, Founder & CEO BASE Gyms
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