stop buying likes - how to engage with online influencers - mel kirk, tribal media
DESCRIPTION
Standing out from the crowd in today’s advertising climate is no easy feat. So how do you generate valuable and genuine recommendations for your brand while keeping out in front? With experience in developing and executing engagement campaigns for brands such as Kelloggs, Vodafone, OnePiece and GAP, Tribal Media’s Mel Kirk will discuss the benefits of influencer engagement, as well as tapping into existing communities and building long-lasting, cost-effective relationships. This session will demonstrate the value of online influencers in an industry where buying fans is rife, offering advice on avoiding common pitfalls in order deliver true value for money on campaigns.TRANSCRIPT
INFLUENCER ENGAGMENT 101MEL KIRK | @MELKIRK
TRIBAL MEDIA
We live in a world which is bombarded by ads.
Consumers are more skeptical of brands than ever before.
Peer to peer recommendations have never been more important.
“In the 18-44 y/o age group, 8 out of 10 said they’d be influenced by a recommendation in a blog post”*
Newsworthy?
Pay for links?
What’s the answer?
How do you do that?
Why aren’t more people doing it right?
Who are you trying to reach?
Choosing Who’s Right
OnePiece
OnePiece
THE BRIEF…
1. Create buzz within the online fashion community
2. Build OnePiece’s fashion credentials
3. Generate traffic & sales
You Get One Chance
Who did we go after?
How did we find them?
How do you do good work with them?
• Establish relationships first• Pay attention• Treat them with respect• Put yourself in their shoes• Come up with exciting
campaigns
Engage with Them
What’s In It For Them?
The Results
61 blog postsAudience of 2.2million readers
Spike in sales ahead of ChristmasDatabase of engaged influencers
You’ve got product, that’s easy.
Telling Unique Stories
The Results
A wealth of content for use on Special K social channelsGenuine advocacy towards the brand
300 blog posts3m readers
56 bloggers across 7 countries
