Hill and Knowlton and Brandwatch launch new influencer mapping dashboard

Hill and Knowlton Strategies has announced the launch of Sherlock Plus, a new influencer mapping dashboard developed in partnership with Brandwatch.

Unveiled at Cannes Lions, the dashboard is created using VIP lists of key influencers across eight different industries and 45 core topics, offering a real-time perspective on the people with the most impact.

Designed by Hill and Knowlton's sector experts, the dashboard also employs data-driven network analysis of interactions, engagements and relationships surrounding super-influencers, which are then ranked according to true impact.

According to the agency's estimates, the average clickthrough rate for a banner ad is around 0.1 percent, while for a Facebook post it can reach 2.09 percent. However, an influencer post can command a rate exceeding 16 percent.

The Sherlock Plus tool is designed to help companies look beyond the usual influencers without having to waste time doing the relevant research manually.

Vikki Chowney, director of content and publishing strategies at Hill and Knowlton, said: "The way we work with influencers has changed, evolving from a purely PR-led exercise to something marketers can leverage to create bigger value."