Presentation at the Melbourne social media forum by Richenda Vermeulen from ntegrity, titled 'Building partnerships with online influencers'

1. Building
partnerships
with
online
influencers
Richenda Vermeulen
@RichendaG | November 2012

2. Old
skool
@RichendaG | November 2012

3. Influence
is
more
important
than
ever
@RichendaG| November 2012

4. New
skool
Bloggers, Vloggers and Mavens
A community with a community
Stewards of their community
Authentic partnerships
@RichendaG | November 2012

5. Why
did
we
go
there?
Easy answer: Can mobilise their networks, causing a “viral”
effect
Answer for the marketing team:
ü Influence consumer behaviour (WOM)
ü Adds authenticity
ü Address detractors
@RichendaG| November 2012

7. Same
story…
new
voice
@RichendaG | November 2012

8. World
Vision
bloggers
in
Niger
@RichendaG | November 2012

9. #EdeninNiger
Two African boys are in a village. Take one, and educate him in the west. Fill
him with colourful and rich experiences. Put him back into the African village
as a man. Stand him next to his counterpart. Who is better? Aren't they both
the same? Are we not all born with the same potential, the same spark .. as the
next person?
I wept so hard during my de-brief that I made Richenda and Joy weep as well.
I didn't know what to make of what I saw. Still don't.
.. I asked for it. I went on the Africa trip and I
sought them out and I held them close, in my heart.
@RichendaG | November 2012

10. Results
• 1.5+
Million
Views
•
33,000
visits
to
website
• 11,000
comments
• Sponsorships
• Tradi@onal
media
trac@on

11. Where
do
I
start?
Do
your
research
Find
your
match
Contact
Seek
passion
Hand
over
control
@RichendaG| November 2012

12. Ways
influencers
can
be
involved
Talk
about
you
Dispel
myths
Rally
Create
Content
Help
you!
@RichendaG| November 2012

13. Dos
and
Donts
ü Be
yourself
ü
Engage
offline
ü Have
a
go
✗ Treat
them
as
a
“pitch”
✗ Fake
it
@RichendaG| November 2012

14.
Ques5ons?
@RichendaG | November 2012

15.
#Net2Melb
@RichendaG | November 2012