new vertical relationshipsa point of view by arnaudhuetjuly 2009© 2009 Arnaud Huet1

Type of relationshipCustomer expectationsMain guidelinenew vertical relationships« influence the influencers »engagementbrand-2-customers-2-customersvertical relationships« satisfycustomers »recognitionbrand-2-customerscustomers-2-brandhorizontalrelationships« allowusers to discussfreely »involvementcustomers-2-customers© 2009 Arnaud Huet2

Whilerelationshipsbetweencustomers and brands evolve. brands does not necessarilyset-up new verticalrelationship. It depends on the level of overlapof theirtargetswithinfluencersCollaborative discussions“Influencers” and target overlapHighEmpowered marketingNew vertical relationshipLEADNew vertical relationshipINFLUENCEANSWERANALYZEVertical marketingLISTENLow© 2009 Arnaud Huet3

In order to develop new vertical relationships, Brand Marketing aimatinfluencing influencers by creatingpartnershipswithsome of them.Brand MarketingPartnershipsVertical Communication, Entertainment, Brand Content…Direct influenceInformation, Opinion, Advice…Indirect influenceInfluencerNon-influencer© 2009 Arnaud Huet4

In the future, collaborative platformsrisk to loosespontaneity and activity due to the development of behaviorsbased on return on investment. This ROI willbeconsidered as a justifiedrewardregarding the monetization of audience generated by contents posted.BloggersBlogsGenerate value-added and trafic by contributingPropose a platform of self-expression and discussionContributionMonetization of audience and valuation of the modelReturn on investmentValuationThis trend is the opportunity for Brands to attractinfluencerswithrewards and facilitate the creation of partnerships.© 2009 Arnaud Huet5

This trend is the opportunity for Brands to attractinfluencerswithrewards and facilitate the creation of partnerships.

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