stop buying likes - how to engage with online influencers - mel kirk, tribal media

Post on 21-Jun-2015

119 Views

Category:

Presentations & Public Speaking

0 Downloads

Preview:

Click to see full reader

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

THANK YOUMEL KIRK | @MELKIRK

MEL@TRIBALMEDIA.CO.UK

top related