E A R N E D M E D I A R E P O R T A N D S E R V I C E S

T R I B E D Y N A M I C S

TRIBE DYNAMICS

EVOLUTION OF OUR THINKING

Discover Influencer Marketing in Australia

Begin paying influencers for campaigns with

Beauty Brands

Develop software to help brands manage

influencers

Plug into Google Analytics and find

no conversions

Lose faith in quality of content being created

Meet with P&G to learn content requires genuine

recommendation to convert

Work with Pop Sugar and find out that brands are

still interested

Work with NYX and see monumental success using

this form of marketing

Work with NPD Group and find direct correlations with

offline revenue generated and earned media

TIME

BELI

EF IN

EAR

NED

MED

IA

TRIBE DYNAMICS

CONNECTING THE DOTS…PERSONAL EXPERIENCE

I love the Detroit Lions

BEAUTY INDUSTRY

Why does this work?

ORGANIC AUTHENTICRELATIONSHIPS

I read Lions blogs

I share expertise with friends

Follows makeup artist online

Shares expertise with friends

Consumer who loves beauty

LESS

ONS

TRIBE DYNAMICS

LESSONS FROM NYXOnline

Makeup Artist

Beauty Early Adopters

Beauty Consumer BaseFlow of Inform

ation

PYRAMID OF INFLUENCE

PERCEIVED VALUE is the RETAIL VALUE > ACTUAL COST OF GOODS

OFFLINE PURCHASES

NYXTRIBE DYNAMICS

NYX COSMETICS - A CASE STUDYBethany Mota"August Favorites 2013!"

"The next beauty product that I've been loving has been this blush by NYX because… OMG guys, guess what?! Target now sells NYX products!… I went insane."

They didn't pay for this

They didn't know it was going to happen

It got them 1.7 million views

2. 3.1.

SOCIAL INFLUENCETANGIBLE GAINSEMV Q2

NYX: $17,937,547Revlon: $12,415,050Cover Girl: $7,228,396

• 60%+ annual revenue growth for over 5 years• Acquisition by L'Oréal for $500 million• Extremely high revenue multiple

LESS

ONS

VSTRIBE DYNAMICS

PAID MEDIA VS EARNED MEDIA

VS

GLAMOUR MAGAZINE BETHANY MOTA

Circulation:Type: Cost:

2,318,251Paid Media

$100,000

Views:Type: Cost:

1,757,337 Earned Media

$0

One Glamour Magazine add buys you:75,000 NYX Blushes

15,000 Influencers can be given 5 blushes eachNYX

TRIBE DYNAMICS

HOW WE SOLVE THE PROBLEM

Connecting the dots between social/digital marketing and revenue.

BRAND AWARENESS

REVENUE

OFFLINE SALESCOMMUNITY OF INFLUENCERS

SOCIAL DIGITAL MARKETING

ONLINE INFLUENCE

TRIBE DYNAMICS

WHAT MAKES US UNIQUE

Understand Relationships

Turnkey Technology Solutions

Industry Specific

Knowledge

DRIVEIDENTIF

Y

EVALUATE

We understand the way revenue is driven through earned media for beauty brands.

TRIBE DYNAMICS

TECHNOLOGYTribe Dynamics EMV Index

Based upon data collected from the top 50,000 influencers in Beauty, Fashion, and Lifestyle industries. Our proxy for word of mouth value being generated about a brand.

EMV: Tribe Dynamics algorithm for determining the dollar value of earned media content.

ARM: Platform designed to help brands manage their community of ambassadors and track valuable relationships

Validated by data from NPD Group correlating EMV directly with offline revenue generated in store

Supports understanding of how your brand is performing in the most effective and efficient marketing available.

Tribe Dynamics Earned Media Value (EMV)

Ambassador Relationship Management (ARM)

1.

2.

TRIBE DYNAMICS

OUR PROCESSStage 1

Stage 2

Stage 3

Stage 4

Stage 5

Initial Evaluation and Recommendations

Identify Targeted Community

Implement and Train

Data Exploration and Performance Tracking

Competitive Reporting and Strategy Review

Competitive analysis and performance, identification of recommended target communities and ongoing earned media campaigns.

Utilizing Tribe Dynamics EMV Index, we identify the ideal influencers for engagement based upon previous conversations, engagement rates, social platform, and brand sentiment.

Implementation of Tribe ARM Platform and training of employees in best practices for management of brand community.

Utilizing Tribe Dynamics ARM Platform, you will be able to track ongoing performance of individual influencers and campaigns.

Offering ongoing comparative brand analysis on a monthly or quarterly basis.

T R I B E D Y N A M I C STRIBE DYNAMICS TECHNOLOGY PRICING

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STAGE ONE: PROGRAM ESTABLISHMENT STAGE TWO: PROGRAM REFINEMENT STAGE THREE: SELF-SERVICE

A LA CARTE SERVICES

FULL SERVICE

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TRIBE DYNAMICS- CONNECTING THE DOTS BETWEEN EARNED MEDIA AND REVENUE

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