Advertising through social influence

Kirsten Jassies
Blogtoday.nl / justK.nl
@kirst_enj
1

14 November 2013

Advertising ...
2

14 November 2013

Advertising through Social Influence
Influence Marketing: guiding principles
 Focus is essential
 Fundamentally Human
 Think beyond demographics
 Understan...
Why use influencers?


Influencers have direct contact with the target group
and communicate the advertising message to t...
Meet Blogtoday


Blogtoday is an influencers network of high quality bloggers
and social influencers, selected by Sanoma....
Using influencers really works.… (if brand & blog match)

6

14 November 2013

Advertising through Social Influence
Example advertorials & sponsored stories

7

14 November 2013

Advertising through Social Influence
Example sponsored video & event

8

14 November 2013

Advertising through Social Influence
What can bloggers/influencers do for advertisers?
 Sponsored Story; blogger writes a blog
about a product, service or sub...
Also cross-media (each channel for a different purpose)

TV

Print

BLOGTODAY
CONCEPT

Event

10

14 November 2013

Advert...
Sanoma Influencers Cases
Optimel / yoghurt drink

12

14 November 2013

Advertising through Social Influence
Demak-up, cotton pads

Demak-up ‘how to’ video VIVA Online

Demak-up ‘how to’ VIVA Print
13

14 November 2013

Advertising...
Social Media Reporters Amsterdam Fashion Week

Click to activate video

SBS6 made sure that its viewers were sitting front...
How to use … hairproduct X by beautyblogger Negin Mirsalehi

Blog
instagram foto
Facebook post
Styletoday blog

15

14 Nov...
Results for the hairbrand

Blog
11.440 pageviews
10.401 Unique visitors
Time spent: 03:36
41 reactions
80 FB likes
90 pins...
Histor & Piet Hein Eek campaign with Blogtoday interior bloggers

URL: http://aprilandmaystudio.blogspot.nl/2013/10/piet-h...
Beeldsteil on Pinterest (20.000 followers)

18

14 November 2013

Advertising through Social Influence
Vosgesparis Instagram

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14 November 2013

Advertising through Social Influence
Results in numbers for the paint brand campaign …
 15 blogs
 13.000 pageviews on the paint-brand blogposts
 30 Facebook...
Questions?
Twitter @kirst_enj
Blog justK.nl &
Blogtoday.nl
Find this presentation on Slideshare: slideshare.net/justkirste...
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Advertising through social influence

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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.

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Advertising through social influence

  1. 1. Advertising through social influence Kirsten Jassies Blogtoday.nl / justK.nl @kirst_enj 1 14 November 2013 Advertising through Social Influence
  2. 2. 2 14 November 2013 Advertising through Social Influence
  3. 3. Influence Marketing: guiding principles  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 3 14 November 2013 Advertising through Social Influence
  4. 4. 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. 4 14 November 2013 Advertising through Social Influence
  5. 5. Meet Blogtoday  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. 5 14 November 2013 Advertising through Social Influence
  6. 6. Using influencers really works.… (if brand & blog match) 6 14 November 2013 Advertising through Social Influence
  7. 7. Example advertorials & sponsored stories 7 14 November 2013 Advertising through Social Influence
  8. 8. Example sponsored video & event 8 14 November 2013 Advertising through Social Influence
  9. 9. 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. 9 14 November 2013 Advertising through Social Influence
  10. 10. Also cross-media (each channel for a different purpose) TV Print BLOGTODAY CONCEPT Event 10 14 November 2013 Advertising through Social Influence Digital
  11. 11. Sanoma Influencers Cases
  12. 12. Optimel / yoghurt drink 12 14 November 2013 Advertising through Social Influence
  13. 13. Demak-up, cotton pads Demak-up ‘how to’ video VIVA Online Demak-up ‘how to’ VIVA Print 13 14 November 2013 Advertising through Social Influence
  14. 14. Social Media Reporters Amsterdam Fashion Week Click to activate video 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 14 14 November 2013 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 Advertising through Social Influence a peek behind the scenes.
  15. 15. How to use … hairproduct X by beautyblogger Negin Mirsalehi Blog instagram foto Facebook post Styletoday blog 15 14 November 2013 Advertising through Social Influence
  16. 16. Results for the hairbrand Blog 11.440 pageviews 10.401 Unique visitors Time spent: 03:36 41 reactions 80 FB likes 90 pins on Pinterest Social 949.000 instagram followers 27.341 likes 282 reacties 36.766 Facebook followers 374 likes Styletoday 1.655 pageviewss 1.483 unieke visitors Time spent: 03:17 16 14 November 2013 Advertising through Social Influence 15/10 t/m 22/10
  17. 17. Histor & Piet Hein Eek campaign with Blogtoday interior bloggers URL: http://aprilandmaystudio.blogspot.nl/2013/10/piet-hein-eek-and-histor.html 17 14 November 2013 Advertising through Social Influence
  18. 18. Beeldsteil on Pinterest (20.000 followers) 18 14 November 2013 Advertising through Social Influence
  19. 19. Vosgesparis Instagram 19 14 November 2013 Advertising through Social Influence
  20. 20. Results in numbers for the paint brand campaign …  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 20 14 November 2013 Advertising through Social Influence
  21. 21. Questions? Twitter @kirst_enj Blog justK.nl & Blogtoday.nl Find this presentation on Slideshare: slideshare.net/justkirsten 21 14 November 2013 Advertising through Social Influence
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