The Influence Group’s Social Soup has appointed Pete Hong influence director.
Hong’s role will see him engaging with and vetting influencers, creating content-led paid strategies, and measuring influence performance.
He joins Social Soup from We Are Social, where he led the Samsung global account. His resume also includes roles at Domain, Storyful and Volvo Car Group.
Hong said: “I’m excited by the evolving world of influencer/creator marketing and the creator economy - the brands that can harness the power of their actual consumers and co-create brand meaning are the ones that will have success in the future.”
Social Soup managing director Katie Palmer-Rose said Hong’s appointment reflected the significant shift in how both brands and consumers think about influence and influencers.
“Driving new ways of measuring influence that matter is a key part of his [Hong’s] role, including building ‘action’ based metrics and engagements that ensure influence doesn’t end with a piece of content," says Palmer-Rose.
“What are the key measures we need to look for and what does true impact and success look like? This will challenge conventional influencer measures to build on what has been established and look at not just reach and engagement, but success more broadly.”
The Influence Group director and Social Soup founder and CEO, Sharyn Smith, said: “Hong’s experience and passion for paid across a multi-platform scope ensures he is creating new products around ‘creator content-led paid strategy’ that can be tailored to achieve action or reach and create a long tail of advocacy and genuine influence.”
The addition of Hong follows the appointment last month of Chris Burt-Allan as Social Soup’s first creator director.
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