lab influencer marketing antwerpen
TRANSCRIPT
LAB INFLUENCER MARKETINGMarie Boutsen
De volgende events van Flanders DC
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Maarten Kesteloot - Influo
TRENDS EVOLUTIONS
INFLUO
Let’s examine
INFLUENCER MARKETINGBuilding your army of influencers
BUILDING AND SUSTAINING RELATIONS WITH RELEVANT, INFLUENTIAL AMBASSADORS
How an easy thing becomes more complex
AN EXCLUSIVE CONCEPT
marilyn monroe
BECAME THE STANDARDResearch starts with vocabulary
“Influencers”
WHY CARE ABOUT IM?
OWNED MEDIA
PAID MEDIA
EARNED MEDIA
THE RETURN ON ONLINE BANNERINGClick-Through-Rate
0.13%
AD BLINDNESS &
AD BLOCKING
ADBLOCKING HAS ENABLED A MORE RAPID GROWTH FOR IMWe have reached a tipping point
38% is blocking ads on desktop
25% is blocking ads on mobile
= loss of +40B euro in ad revenue for 2016
WHAT DO INFLUENCERS HAVE THAT ONLINE
BANNERING HAS LOST - OR BETTER - NEVER HAD?
Budgets are shifting
TRUST Authenticity and
84% of consumers will take action based
on the reviews and recommendations of
trusted sources above all other forms of
advertising- Nielsen
THE PROOF IS ON THE PUDDING
Make Sure You Inspire Your Early Adopters With A Vision
OWNED MEDIA
PAID MEDIA
EARNED MEDIA
IM
do’s and don’tOPTING IN
1. KNOW WHO YOU ARE DEALING WITH
2. MARKET WITH THEM, DON’T MARKET TO THEM
3. MAKE REWARDS AND EXPECTATIONS VERY CLEAR
4. IT’S OKAY TO GUIDE THEM WHAT TO SAY
5. DON’T GET IN YOUR OWN WAY
the playbook
WIN WIN DEALS
1. EXPERIENCES
2. EXCLUSIVITY
3. MONEY
4. PRODUCT
offer them
WHERE IT’S GOINGmore relevancy, less numbers
Are the rising group for the future
MICRO Avg. Engagement with 1.000 - 80.000 followers
2.4% - 4.5%
Will always be here
MACRO Avg. Engagement with
+80.000 followers
0.1%
ALIGN YOUR STRATEGY WITH IT
Eyeballs versus involvement
INFLUObringing efficiency and transparency
2-WAY INFLUENCER MARKETING PLATFORM
From Contact To Relation
SMART PROFILES
INFLUENCER CRM
CAMPAIGNS
PRESS ROOM
from contact to relation
Deals and news sharing =
continuous influencer relations
SEGMENTED DIRECT IMMEDIATE TRANSPARANT
paving the way towards a developed influencer marketing environment in the Benelux
#influoncers
An-Katrien Dullers – Marnix & Ally
CREATIVE AGENCYPR | EVENTS
SOCIAL MEDIA
www.marnixandally.com
MARNIX & ALLY
an-katrien dullers
PRESENTATION FLANDERS DC
ABOUT MARNIX & ALLY
MARNIX & ALLY is a cutting edge PR & Creative agency. We are brand buzzers.
Creators of contagious ideas and inspiring content. We are The Other Angle.
SOME FACTS
2
locations HQ Antwerp & Branch in
Amsterdam
6
people in the M&A family
100+
projects delivered
5
years since first brainstorm
∞
love for communication
8000+
people in our social community
42
plants in the M&A showroom
(*all plants used in this presentation are M&A
showroom plants)
3
main branches: PR, events, social media
coming soon: digital media
theotherangle.
THE IMPORTANCE OF THE INFLUENCER
PR X INFLUENCERS
PR THEN PR NOW
print journalist
letters + e-mails face to face
print + online + social journalist + blogger/influencers
e-mails + online press kits & press rooms face to face + online hangout
slow fast=
fast results
theotherangle.
WHY DO WE TARGET INFLUENCERS?
PR X INFLUENCERS direct response
shareable content + original content
starting conversation brand credibility
….
= fast results
people trust their opinions & recommendations +
+ the fastest growing ‘media channel’
theotherangle.
+ repetition is key to success
INFLUENCER MK IS A BIG THING, BECAUSE IT’S
PR X INFLUENCERS
bloggers
celebritiesopinion leadersambassadors
+ everyday consumers
YOU & ME
SO, WHO?
one size fits allpopularityI am an influencer
theotherangle.
= bloggers/ influencers file
HOW DO WE MEASURE
likes clicks leads
+ close contact with clients/influencers
RESULTS
theotherangle.
INFLUENCERS RESULTS
WHO’S YOUR MATCH?
GET START ED GO ONLINE AND TAKE YOUR SWEET TIME
ASK YOURSELF THESE QUESTIONS
How would I describe the brand? What is the brand strategy?
What are (y)our goals? What is the ROI?
Who matches the brand?
i got gold in my hands
theotherangle.
GET START ED FOUND YOUR MATCH?
ASK INFLUENCER X THESE QUESTIONS
First of all: Do you like the brand?Then: Can we work together?
if YES:
What’s our offer? What’s your return?
my gold is in your hands
theotherangle.
TALK TO YOU SOON? QUESTIONS?
AN-KATRIEN DULLERS
M&A
An-Katrien Dullers CEO/Managing Partner
0032 486 40154 0032 3 291 28 29
HQ Braziliëstraat 26 2000 Antwerp - Belgium www.marnixandally.com
Nathalie De Schepper – Yayzine
Hello there!
www.yayzine.com @yaynathalie
Nathalie De Schepper
Blogging for 7 years
PR pro at oona for 6 years
Collabs? Yes please!
DCEMBER
NEUBAU EYEWEAR
SWAROVSKI
TENUE DE VILLE
WOUTERS & HENDRIX
IKEA
Spreading the love…
PEOPLE TO FOLLOW
and always remember…
Tijd voor vragen (en pauze)
Tot de volgende!