Perspective: The rise of influencersDeep-diveThe power of influencers

Jenny TsaiFounder and CEO, Wearisma, UK

Lillian BettyHead of Strategic Partnerships,Time Inc. UK, UK

The Power of Influencers.Partnering with recognised influencers can help

you expand the impact of your brand...

A presentation by

Time Inc. are one of the largest branded media companies in the world reaching more than 130 million people each month across multiple platforms

Jenny TsaiFounder and CEO, Wearisma

Lillian BettyHead of Partnerships, Time Inc

Wearisma are a global influencer discovery and relationship management software that helps marketers everywhere design, execute and iterate their influencer strategies

Wearisma Our software enables influencer marketers everywhere

design, execute, report and iterate their influencer strategies

• 100+ campaigns• Experienced in training

global brands and agencies

• Brief, cast and worked with 1,000+ premium and influencers globally

• Processed 2m social accounts and curate only quality influencers (10K+) reaching 500m across fashion, beauty, food, lifestyle, health & fitness, culture

• Build 1st party, private data set.• Build direct relationship with

own, earned and paidinfluencers

• Automate tracking + reporting• Enable collaborations and

rationalisation across teams

Know How: Help organizational roll out of enterprise software

Technology: Help brands execute and operate as a trusted partner, at scale

10,000+STORIES EVERY WEEK

30+CONTENT VERTICAL

60+ICONIC BRANDS

Why influencer marketing?

Source: TGI 2016Social Media users worldwide!

Source: TGI 2016

of online conversations generated by 3%* of people.

*influencers

Source: TGI 2016of brands have or will have an

influencer strategy by 2017

74%of consumers use social media to make purchase decisions

Influencers predicted to take a leading role in the future of advertising in the next 2 to 4 years

Source: TGI/Time Inc. Passions research 2016

“Trust in advertising

has declined constantly for 20

years”

Steve Hatch, Facebook (2016)

Source:  Millward Brown

TRUST IS THE BIGGEST PROBLEM FACING

BRANDS TODAY

-20%

Decline in trust in brands 2007 ‐ 2016

The growth of influencer marketing

84%of brand Marketeers expected to launch a campaign involving an influencer in the next 12 months

“Because their voices are shaping the way we think,

behave, and live.Their passions and values

chime with our own.”

A strategic blend of established and top talentInfluencers

Premium. Curated. Collaborative.

Influencers

TIME INC CONTRIBUTORS

Extension of our editorial teams (micro and macro)

CELEBRITY INFLUENCERS

Support for major projects

TIME INC TALENT

High levels of credibility and experience

INFLUENCERS EMBEDDED INTO OUR BRANDS...

Print

Social

Insight and Research Panels

Editorial Campaigns

Case Studies

x

STRATEGY | CREATIVE | TALENT | DISTRIBUTION

‘Matalan Presents: The Show’

A bi-weekly series providing hints and tips on current trends, fashion

essentials and inspirational ideas for the home. Presented by Denise

Van Outen, joined by Time Inc journalists and style bloggers.

CAMPAIGN SUMMARY

WHAT ARE THE TOP LINE TRENDS?

Shape of the market

Brands are hiring in house “influencer managers” to create

and execute their influencer marketing strategies

Industry trend #1

Brands moving from working with the biggest names in 2015 to looking at a mixture of large, mid-size and micro influencers in 2017.

They are looking for “Fit” and building a “longer-term relationships” from one-off collaborations.

Industry trend #2

Responsibilities for influencer outreach and marketing sit across multiple teams:

● Affiliates ● SEO● Marketing● PR/Comms

Industry trend #3

Different types of players are emerging in the influencer marketing space:

● PR v. media v. Digital Agencies

● Influencer Agencies● Influencer Marketplace ● Influencer Software

companies

Where do publishers fit in?

Influencer Predictions

#1. LIVE

#2. REGULATION

#3. COLLABORATION

Industry Predictions

#1. Live will be the next big influencermedium

Industry Predictions

#2. The emergence of regulatory / Industry bodies

Industry Predictions

#3. Influencer collaboration will take place in diversified formats to fulfill different objectives

● Build Relationships

● Take time to source talent

● Quality of content

● Be realistic of skills, talents and abilities

● Be clear of requirements

● Set and agree guidelines and deliverables

Key Learnings

Jenny TsaiFounder and CEO, WearismaJenny@wearisma.com

Lillian BettyHead of Partnerships, Time Inc.Lillian.Betty@timeinc.com

Tell us what you think!

Social Influencer Marketing Association (SIMA)

simaglobal.org