How a Sports Betting Site Flipped Influencer Strategy on its Head
Channel: Jason Falls
Date: 2022-12-26

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You already know we focus our attention here on influence marketing. That encompasses what many traditionally think of as influencer marketing (with the R) where a brand finds a social media content creator with a large audience to post about their product or service. We expand that conversation to include anyone with influence … social media followers be damned … to help communicate your message. 

That brand-to-creator-to-audience style of influence makes up the lion’s share of how we think in the influence or influencer space. 

But then along comes a slightly different model that makes us take note and perhaps inspires us to think differently.

Cooper Lycan is not your typical marketer. Nor is his company in a typical vertical. His background and instincts are different enough, that he came up with a slightly different model for using influencers, even though he may not have labeled that as influencer marketing.

Cooper is the founder and CEO of a sports betting community called SoBet. It’s a place where sports bettors can get wagering advice from influencer in the handicapping and betting space. These influencers exist on social channels and with their own websites. Cooper, though, has built a place where the influencer can find more fans and followers because SoBet shows off their results and recommends them to a community of bettors. 

The brand is taking the audience to the influencers, not the other way around.

I was fascinated by the model so I asked Copper to come on the show and walk us through how it came to be, how it’s working and so we could get some inspiration for perhaps looking at our influence marketing differently.

This conversation is going to be quite insightful. I’m willing to bet on it. 

Winfluence is made possible by Cipio.ai – The Community Commerce Marketing platform. What does that mean? It’s an influencer marketing software solution, but it has additional apps that function to tap into your brand community to drive commerce. Community Commerce Marketing moves beyond influencers to fans and followers, customers, employees and more. Try its generative AI application, Vibe Check, with a two-week free trial at cipio.ai/vibecheck, and generate a library of social captions in minutes you can use right away.

LINKS:

SoBet: https://sobet.io
Cooper Lycan on LinkedIn: https://www.linkedin.com/in/cooperlycan/
CIPIO's Vibe Check: https://cipio.ai/vibecheck