advertising through social influence
DESCRIPTION
Kirsten Jassies is as Product manager bloggers & social responsible for setting up and expanding the internal and external influencer network of Sanoma. After a year there are 24 bloggers part of the network with large followings on a.o. Instagram, Pinterest and Facebook. They were part of more than 20 crossmedia campaigns in cooperation with Sanoma magazines and websites.TRANSCRIPT
April 10, 2023 Advertising through Social Influence1
Advertising through social influence
Kirsten JassiesBlogtoday.nl / justK.nl@kirst_enj
April 10, 2023 Advertising through Social Influence2
April 10, 2023 Advertising through Social Influence3
Focus is essential Fundamentally Human Think beyond demographics Understand their audience De-emphasize primary reach Taylor your strategy Seek high Value Create experiences Play the long game Relationships are power
>> these principles were defined by Pierre-Loic Assayag from TRAACKR
Influence Marketing: guiding principles
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Why use influencers?
Influencers have direct contact with the target group and communicate the advertising message to their visitors in a unique and personal way.
They have loyal fans with whom they interact.
They create content for the advertiser.
They spread the message via different social media channels: weblog, Facebook, Twitter, YouTube and Instagram, Pinterest.
A written blog is easily found in the SEO results.
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Blogtoday is an influencers network of high quality bloggers and social influencers, selected by Sanoma.
Blogtoday connects advertisers to influencers who communicate the advertising message to the right target group.
Blogtoday helps the influencers increasing both traffic to their blogs and engagement of their followers.
35 selected bloggers in beauty, fashion, interior, food and lifestyle will be part of the network at the start of 2014.
Bloggers get the privilege to be featured on existing Sanoma sites and magazines.
Meet Blogtoday
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Using influencers really works.… (if brand & blog match)
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Example advertorials & sponsored stories
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Example sponsored video & event
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What can bloggers/influencers do for advertisers?
Sponsored Story; blogger writes a blog about a product, service or subject (product review or tutorial).
Sponsored Video; blogger creates a vlog (video). This can be a product review or a tutorial.
Tailor made Sponsored Event; Sanoma organizes a bloggers event by which bloggers and their readers can experience the product together.
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BLOGTODAY CONCEPT
Digital
TV
Event
Also cross-media (each channel for a different purpose)
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Sanoma Influencers Cases
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Optimel / yoghurt drink
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Demak-up, cotton pads
Demak-up ‘how to’ video VIVA Online
Demak-up ‘how to’ VIVA Print
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Social Media Reporters Amsterdam Fashion Week
SBS6 made sure that its viewers were sitting front row so they could experience the fashion-event from very close. SBS6 had exclusive backstage access and paid attention to the AFW daily in the broadcasts of ‘Shownieuws.’ Topstylist Leco van Zadelhoff was the host, showed his skills as a stylist and spent the day with a celebrity or designer. Thanks to the influential fashionbloggers you could follow everything via the blog sbs6.nl/fashionweek where they gave the viewers a peek behind the scenes.
Click to activate video
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How to use … hairproduct X by beautyblogger Negin Mirsalehi
Bloginstagram fotoFacebook postStyletoday blog
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Results for the hairbrand Blog11.440 pageviews
10.401 Unique visitorsTime spent: 03:36
41 reactions 80 FB likes
90 pins on Pinterest
Social949.000 instagram followers
27.341 likes 282 reacties
36.766 Facebook followers374 likes
Styletoday1.655 pageviewss
1.483 unieke visitorsTime spent: 03:17
15/10 t/m 22/10
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URL: http://aprilandmaystudio.blogspot.nl/2013/10/piet-hein-eek-and-histor.html
Histor & Piet Hein Eek campaign with Blogtoday interior bloggers
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Beeldsteil on Pinterest (20.000 followers)
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Vosgesparis Instagram
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15 blogs 13.000 pageviews on the paint-brand blogposts 30 Facebook posts where the brand is mentioned 15.000 Facebook reach 300 Facebook likes 25 Instagram photo’s 1.500 intagram likes 50 reactions 3 Pinterest boards with 40 pins 350 repins 100 Pinterest loves
Results in numbers for the paint brand campaign …
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Questions?Twitter @kirst_enj
Blog justK.nl & Blogtoday.nl
Find this presentation on Slideshare: slideshare.net/justkirsten