introducing tim & real influencer marketing (for agencies)

By Dorit Roest

tim@theinfluencersmovement.com | Zekeringstraat 46 | 1014 BT Amsterdam | +31(0)20-7609370

Introducing

TIM & REAL influencer marketing

It started with dollysdish.com…

A divided market

Influencer

Brand/Agency

What’s the problem?

Influencer Brand/Agency

No REAL match

Relevant audience

R E A LEngaging

connection Authentic

story Likable content

My personal mission: REAL influencer marketing

Quality content Trust Results

Influencer Brand/Agency Consumer

So what?

Influencer

Brand/Agency

Our goal

Bloggers Network & The Influencers Movement (TIM)

Launch bloggersnetwork.nl Juli ‘14

Finals TEDx Startup Awards May ‘15

Succesfull Kickstarter campaign April ‘15

Start development TIM Sept ‘15

Soft launch TIM Feb ‘16

Launch TIM May ‘16

REAL influencer marketing

Concepting

Matching

Execution

849 Influencers

Lifestyle Food Family Travel Beauty Fashion Other

51 Marketeers

0

100

200

300

400

500

600

700

800

900

1000

20-02-16 11-03-16 31-03-16 20-04-16 10-05-16 30-05-16

Nr.

of u

sers

Date

Number of weekly active TIM users

Aant. influencers Aant. marketeers Aant. gebruikers

How TIM works for brands/agencies

Join Create Match Manage

Benefits for agencies

All influencers in one place

Most REAL matches will find you

Guarantee of publications

Up to date statistics

(See references)

Only experts are allowed

Matching

All correspondence in one place

(Briefing tool)

(Collect publications)

(Review tool)

(Easy invoicing)

(Collect results & evaluations)

Managing

Search Pitch Create

How TIM works for influencers

DEMO As an influencer

DEMO As a brand/agency

Relevant audience

R E A LEngaging

connection Authentic

story Likable content

My personal mission: REAL influencer marketing

Casey Neistat & The secret life of Walter Mitty

R

E

A

L

How REAL is my campaign?

why or

how?

#JOINTIM

Willtheaudienceberelevant?

Willanengagingconnec0onstrengthenthemessage?

Willthestorybeauthen,c?

Willthecontentbelikable?

TIM | Campaign checklist Step 1 - Think of your goals

ü  What is the most important goal for this

campaign? •  Brand awareness •  Target a new audience •  Social boost •  Content marketing •  Conversion •  Lead generation •  Inspiration

ü  What is the most important message you want to spread?

ü  Who’s your preferred target audience? •  Age •  Gender •  Location •  Topics interested in

Step 2 - Let’s get creative

The sky is the limit! Create a concept that matches your message, goal and addresses your target audience, but leave some space for the influencers to create their own REAL content out of it.   Examples: Create an experience, think of original hashtags, organize an event, start a challenge, send your product to influencers so they can create their own content with it, organize a contest, involve influencers on a larger campaign you’ll run as well on other channels, or keep it really simple and just ask influencers to spread the story of your brand in their own way.

Step 3 - Don’t forget the details ü  Choose the reward for the influencers

•  Financial reward •  They can pitch their own preferred reward or you can

offer a flat fee. •  Barter reward

•  Are there free products you can offer them? Or can you reward them in another way? Give them extra exposure or invite them for an invent/experience for example.

ü  Choose the preferred form of content & social channels •  Form of content: text/video/pictures •  Choose social channels: Blog/YouTube/Facebook/Instagram/

Snapchat,/Twitter/Pinterest/Linkedin etc.

ü  You can also choose to give the influencers total creative freedom to choose their form of content & social channels for this campaign.

ü  Think of the terms per publication and/or channel •  Is there a specific message/URL/Discount code/Brand name you

want the influencers to communicatie? •  Is there a specific hashtag you want them to use? Should they tag a

page/account? Or mention something specific in the description? •  Are you ok with them being transparent about the fact this is a

collaboration? And in what way? (#spon for example)

ü  Deadlines •  Review deadline (optional)

•  Do you want to review the content before publication? And when? How much time do you need to give feedback?

•  Publication deadline •  When should the publications be published?Doesn’t

matter/ a specific day/timeframe? •  Evaluation deadline (optional)

•  What statistics do you want to have insight in? Views/engagement/ amount of time on the page/unique visitors etc.

•  How and when do you want to get these statistics?  

Step5–PickyourREALmatches

Foreveryprinciple:thinkofthetargetaudience,theinfluencer&thebrand

Will the audience be relevant? Who do they reach? How many? ……………………….……………………….

Will an engaging connection strengthen the message?

In what way will the influencer engage and activate them?

……………………….……………………….

Will the story be authentic? Is it genuine? Will it fit them and your brand?

……………………….……………………….

Will the content be likable? In what form? Which channels? How is the

quality? ……………………….……………………….

Follow TIM @theinfluencersmovement | Visit TIMs website | Mail TIM tim@theinfluencersmovement.com | Call TIM +31(0)20-7609370 | Chat with TIM

REAL Influencer marketing

Step4–PublishyourcampaignonTIM

Nobody reads ads.

People read what interests them. Sometimes it’s an ad.

Howard Luck Gossage

CONTACT ME & TIM ON SOCIAL MEDIA: @DORITROEST @THEINFLUENCERSMOVEMENT