introducing tim & real influencer marketing (for agencies)
TRANSCRIPT
By Dorit Roest
[email protected] | 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 [email protected] | 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