SEEN Connects: Influencer Marketing Archetypes
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SEEN Connects do influencer marketing a little differently. For some folk, followers, likes and all of the above determine whether a brand works with an influencer. For us, authenticity comes first – always. It's not about how much you pay, it's about how much you care. It's not about reach, it's about being genuine. Content that tries to sell doesn't, but content that tries to help, does. Instead of vanity metrics, we use archetypal alignment to determine which influencers will work for different campaigns. Our presentation will explore… ➕What an archetype is ➕The 12 archetypes we regularly draw on ➕What different behaviours are and why they’re so important ➕12 influencers who match the 12 archetypes ➕How to make the most of archetypal alignment to benefit brand campaigns We whipped these slides together for a webinar hosted in March 2020, but the data still stands and archetypes are as relevant as ever. If you'd like us to take your team through the deck for a more in-depth approach, drop us a line at info@seenconnects.com.
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SEEN Connects: Influencer Marketing Archetypes
- 3. BRAND BENEFITS: seenconnects.com Differentiation: Mental short cuts to make decisions Needs: Collective unconscious
- 4. INFLUENCER BENEFITS: seenconnects.com Authenticity: Credible and consistent storytelling Understanding: Immediate connection
- 5. SO, WHAT ARE THEY? seenconnects.com
- 6. The Caregiver The Ruler The Creator The Explorer The Sage The Innocent The Hero The Rebel The Magician The Lover The Jester The Every (Wo)Man 12 ARCHETYPES 4 BEHAVOURS OUR APPROACH seenconnects.com
- 7. THE STABILITY SEEKERS seenconnects.com Goal: to help others Fear: being considered selfish Talent: compassion and generosity THE CAREGIVER Goal: create communal prosperity Fear: chaos, being undermined or overthrown Talent: responsibility and leadership THE RULER Goal: to create things of enduring value Fear: failing to create anything great Talent: creativity and imagination THE CREATOR
- 8. STABILITY SEEKER CARE GIVER seenconnects.com COMPASSIONATE GENEROUSHELPFUL
- 9. BRAND EXAMPLE: TOMS Affirmation through giving back and knowing that your purchase leads to something bigger and better. Note: If you haven’t, listen to ‘How I built this’ on Toms. seenconnects.com
- 10. INFLUENCER EXAMPLE: MANREPELLER Manrepeller has been around the traps but instead of bragging about making it big, she spends her time inspiring and guiding others. seenconnects.com
- 13. BRAND EXAMPLE: MERCEDES BENZ Well-known, established and with over 125 years of automotive credible history. seenconnects.com
- 14. INFLUENCER EXAMPLE: EMILY WEISS Continues to mentor, despite status and achievement. Constantly striving to give back, to lead and to empower the community on a personal level, and as Founder of Glossier. seenconnects.com
- 17. BRAND EXAMPLE: APPLE Constantly striving to innovate and develop, making you “think differently”. seenconnects.com
- 18. INFLUENCER EXAMPLE: BEN BROWN Mission selfie on BBC took influencers and made them creators, showing that dreams can be a reality if you work hard enough. seenconnects.com
- 20. FREEDOM FINDERS seenconnects.com Goal: to experience as much of life as possible Fear: being trapped or forced conformity Talent: being true to their own desires and a sense of wonder THE EXPLORER Goal: to use wisdom and intelligence to understand the world and teach others Fear: being ignorant, or being perceived as stupid Talent: wisdom, intelligence and curiosity THE SAGE Goal: to be happy Fear: being punished for doing something wrong Talent: faith and open-mindedness THE INNOCENT
- 22. BRAND EXAMPLE: GOOGLE Targeted their output and business direction based on their audiences wants and needs (what sells!). seenconnects.com
- 23. INFLUENCER EXAMPLE: JELLEBAY Invests his time in gaming to spread his knowledge and understanding of the industry to his community. seenconnects.com
- 26. BRAND EXAMPLE: COCA-COLA Happiness sold in a can. seenconnects.com
- 27. INFLUENCER EXAMPLE: GIOVANNA FLETCHER Happy-go-lucky output, always optimistic in the way she shares tips and advice. seenconnects.com
- 30. BRAND EXAMPLE: CORONA Taking you back to an experience through emotive branding and advertising. seenconnects.com
- 31. INFLUENCER EXAMPLE: DO YOU TRAVEL Allowing his community to follow his journey and be inspired by his free spirited nature. seenconnects.com
- 33. BELONGING seenconnects.com Goal: being in a relationship with the people, work, and environment they love Fear: feeling unwanted or unloved Talent: passion, appreciation, and diplomacy THE LOVER Goal: to lighten up the world and make others laugh Fear: being perceived as boring by others Talent: seeing the funny side of everything and using humour for positive change THE JESTER Goal: to belong Fear: to be left out or to stand out from the crowd Talent: honest and open, pragmatic and realistic EVERY (WO)MAN
- 35. BRAND EXAMPLE: GODIVA Association with happy occasions and gifts, sexualizes food. seenconnects.com
- 36. INFLUENCER EXAMPLE: ELLEN Happy in peoples success, shows people and characters that we connect to emotionally. seenconnects.com
- 39. BRAND EXAMPLE: INNOCENT SMOOTHIES Entertaining, sharable content that makes you smile. seenconnects.com
- 40. INFLUENCER EXAMPLE: JAMES BLUNT Mocking himself publicly with comedy one liners. seenconnects.com
- 42. BELONGING EVERY WO(MAN) seenconnects.com EMPATHY SOLID VIRTUESFITS IN
- 43. BRAND EXAMPLE: KITKAT Everyone takes a break. Everyone needs a break. seenconnects.com
- 44. INFLUENCER EXAMPLE: DELICIOUSLY ELLA Here to make you understand what you eat and a genuinely person. seenconnects.com
- 46. RISK RUNNERS seenconnects.com Goal: to help others and protect the weak Fear: being perceived as weak or frightened Talent: competence and courage THE HERO Goal: to overturn what isn’t working Fear: to be powerless Talent: having big, outrageous ideas and inspiring others to join them THE REBEL Goal: to understand the fundamental laws of the universe Fear: unintended negative consequences Talent: transforming people’s everyday experience of life by offering new perspectives THE MAGICIAN
- 48. BRAND EXAMPLE: Nike A brand that allows you to unlock your potential and greatness, after all “just do it”. seenconnects.com
- 49. INFLUENCER EXAMPLE: SARTORIALIST Created streetstyle photography, inspired a generation and movement. seenconnects.com
- 52. BRAND EXAMPLE: RED BULL When giving you wings is a dream come true. seenconnects.com
- 53. INFLUENCER EXAMPLE: ROB DAMIANI Making it in the music industry and realising there’s more to a career, transforming yourself into a brand. seenconnects.com
- 56. BRAND EXAMPLE: HARLEY DAVIDSON Always the outlaw seenconnects.com
- 57. INFLUENCER EXAMPLE: SHARMADEAN REID Founder of WAH Nails, Future Girl Corp and a few other bits and pieces, Reid is an entrepreneur. Never one to argue, she’ll tell you how it is. seenconnects.com
- 59. ALIGN YOUR BRAND AND INFLUENCERS TO RELEVANT ARCHETYPES FOR AUTHENTICITY seenconnects.com
- 60. THINGS TO READ / LISTEN TO OUR WORK seenconnects.com Books: https://www.amazon.co.uk/Archetypes-Who-Are-Caroline-Myss/dp/1848503407 https://www.amazon.co.uk/Power-Archetypes-Universal-Understand- Subconscious/dp/1632651025/ref=sr_1_18?keywords=archetypes&qid=1583248272&s=books&sr=1-18 Podcasts: https://futurethinkers.org/archetypes/ Netflix: - How our Brain works SlideShare: https://www.slideshare.net/EmilyBennett/archetype-overview-from-the-hero-and-the-outlaw
- 61. THANK YOU & QUESTIONS Sedge Beswick sedge@seenconnects.com joe@seenconnects.com seenconnects.com seenconnects.com
Notas do Editor
- 4 BEHAVIOURS, 12 ARCHTYPES
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