LAB INFLUENCER MARKETING
Marie Boutsen

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Maarten Kesteloot - Influo

@maartenkestlt
@influo
maarten@influo.be
www.influo.com
<<<<
INFLUENCER
MARKETING
Lab

TRENDS
EVOLUTIONS
INFLUO
Let’s examine

INFLUENCER MARKETING
Building your army of influencers
BUILDING AND SUSTAINING
RELATIONS WITH RELEVANT,
INFLUENTIAL AMBASSADORS

How an easy thing becomes more complex
AN EXCLUSIVE CONCEPT

marilyn monroe

BECAME THE STANDARD
Research starts with vocabulary
“Influencers”

WHY CARE
ABOUT IM?

OWNED
MEDIA
PAID
MEDIA
EARNED
MEDIA

THE RETURN ON ONLINE BANNERING
Click-Through-Rate
0.13%

AD BLINDNESS &
AD BLOCKING

ADBLOCKING HAS ENABLED A MORE RAPID
GROWTH FOR IM
We have reached a tipping point

38% is blocking ads
on desktop
25% is blocking ads
on mobile
= loss of +40B euro
in ad revenue for 2016

WHAT DO INFLUENCERS
HAVE THAT ONLINE
BANNERING HAS LOST
- OR BETTER -
NEVER HAD?
Budgets are shifting

TRUST
Authenticity and

84% of consumers
will take action based
on the reviews and
recommendations of
trusted sources above
all other forms of
advertising
-Nielsen

THE PROOF IS
ON THE PUDDING
Make Sure You
Inspire Your
Early Adopters
With A Vision

OWNED
MEDIA
PAID
MEDIA
EARNED
MEDIA
IM

do’s and don’t
OPTING IN

1. KNOW WHO YOU ARE DEALING WITH
2. MARKET WITH THEM, DON’T MARKET TO
THEM
3. MAKE REWARDS AND EXPECTATIONS
VERY CLEAR
4. IT’S OKAY TO GUIDE THEM WHAT TO SAY
5. DON’T GET IN YOUR OWN WAY
the playbook

WIN WIN DEALS
1. EXPERIENCES
2. EXCLUSIVITY
3. MONEY
4. PRODUCT
offer them

WHERE IT’S GOING
more relevancy,less numbers

Are the rising group for the future
MICRO
Avg. Engagement with
1.000 - 80.000 followers
2.4%
-
4.5%
Will always be here
MACRO
Avg. Engagement with
+80.000 followers
0.1%

ALIGN YOUR
STRATEGY WITH IT
Eyeballs versus involvement

INFLUO
bringing efficiency and transparency

2-WAY INFLUENCER
MARKETING PLATFORM
From Contact To Relation

SMART PROFILES
INFLUENCER CRM
CAMPAIGNS
PRESS ROOM
from contact to relation

Deals and news sharing
=
continuous influencer relations

SEGMENTED
DIRECT
IMMEDIATE
TRANSPARANT
paving the way towards
a developed influencer marketing
environment in the Benelux

#influoncers

THANK YOU
feel free to reach out!
<<<<
@maartenkestlt
@influo
maarten@influo.be
www.influo.com

An-Katrien Dullers – Marnix & Ally

CREATIVE AGENCY
PR | EVENTS
SOCIAL MEDIA
www.marnixandally.com
MARNIX & ALLY
an-katrien dullers
PRESENTATION FLANDERS DC

ABOUT MARNIX & ALLY
MARNIX & ALLY is a cutting edge PR & Creative agency.
We are brand buzzers.
Creators of contagious ideas and inspiring content.
We are The Other Angle.

SOME
FACTS
2
locations
HQ Antwerp & Branch in
Amsterdam
6
people in the M&A family
100+
projects delivered
5
years since first
brainstorm
∞
love for communication
8000+
people in our social
community
42
plants in the M&A
showroom
(*all plants used in this
presentation are M&A
showroom plants)
3
main branches:
PR, events, social media
coming soon: digital media
the
other
angle.

THE IMPORTANCE OF THE INFLUENCER

PR
X
INFLUE
NCERS
PR THEN PR NOW
print
journalist
letters + e-mails
face to face
print + online + social
journalist + blogger/influencers
e-mails + online press kits & press rooms
face to face + online hangout
slow fast
=
fast results
the
other
angle.

WHY DO WE TARGET INFLUENCERS?
PR
X
INFLUE
NCERS
direct response
shareable content
+ original content
starting conversation
brand credibility
….
=
fast results
people trust their opinions & recommendations+
+ the fastest growing ‘media channel’
the
other
angle.
+ repetition is key to success

INFLUENCER MK IS A BIG THING, BECAUSE IT’S
PR
X
INFLUE
NCERS
bloggers
celebrities
opinion leaders
ambassadors
+
everyday consumers
YOU & ME
SO, WHO?
one size fits all
popularity
I am an influencer
the
other
angle.
= bloggers/ influencers file

HOW DO WE MEASURE
likes
clicks
leads
+
close contact with clients/influencers
RESULTS
the
other
angle.
INFLUE
NCERS
RESULT
S

WHO’S YOUR MATCH?

GET
START
ED GO ONLINE AND TAKE YOUR SWEET TIME
ASK YOURSELF THESE QUESTIONS
How would I describe the brand?
What is the brand strategy?
What are (y)our goals?
What is the ROI?
Who matches the brand?
i got gold in my hands
the
other
angle.

GET
START
ED FOUND YOUR MATCH?
ASK INFLUENCER X THESE QUESTIONS
First of all: Do you like the brand?
Then: Can we work together?
if YES:
What’s our offer?
What’s your return?
my gold is in your hands
the
other
angle.

TALK TO YOU SOON? QUESTIONS?
AN-KATRIEN DULLERS

M&A
An-Katrien Dullers
CEO/Managing Partner
0032 486 40154
0032 3 291 28 29
an-katrien@marnixandally.com
HQ Braziliëstraat 26
2000 Antwerp - Belgium
www.marnixandally.com

Nathalie De Schepper – Yayzine

Hello there!

www.yayzine.com
@yaynathalie
Nathalie De Schepper
Blogging for 7 years
PR pro at oona for 6
years

Collabs? Yes please!

DCEMBER

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and always remember…

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Tot de volgende!