tim training
TRANSCRIPT
By Dorit Roest & Myrthe Stapper
[email protected] | Zekeringstraat 46 | 1014 BT Amsterdam | +31(0)20-7609370
Welkom op de TIM Training!
About Bloggers Network & TIM | The Influencers Movement
Our story & Introducing the problem
Introducing REAL Influencer marketing & Cases
Do’s & Don’ts in managing campaigns
Demo
Agenda
A divided market
Influencer
Brand/Agency
Exclusive network X
Semi-exclusive
Network Y
Open network Z
Relevant audience
R E A LEngaging
connection Authentic
story Likable content
REAL influencer marketing
A divided market
Influencer
Brand/Agency
Exclusive network X
Semi-exclusive
Network Y
Open network Z
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
858 Influencers
Lifestyle Food Family Travel Beauty Fashion Other
12 Marketeers
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100
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500
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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
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
Relevant audience
R E A LEngaging
connection Authentic
story Likable content
REAL influencer marketing
R
E
A
L
How REAL is my campaign?
why or
how?
#JOINTIM
Willtheaudienceberelevant?
Willanengagingconnec0onstrengthenthemessage?
Willthestorybeauthen,c?
Willthecontentbelikable?
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? Or can you reward them in another way? Offer them extra exposure or invite them for an event/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.
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 communicate? • Is there a specific hashtag you want them to use? Should they tag a
page/account? Or mention something specific in the description? • In what way would you like to see them being transparent about the
collaboration? (#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–PickyourREALmatchesFor every principle: think of the target audience, the influencer & the brand
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? ……………………….……………………….
REAL Influencer marketing
Step4–PublishyourcampaignonTIM