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.

1. Advertising through social influence
Kirsten Jassies
Blogtoday.nl / justK.nl
@kirst_enj
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Advertising through Social Influence

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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
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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.
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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.
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6. Using influencers really works.… (if brand & blog match)
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7. Example advertorials & sponsored stories
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8. Example sponsored video & event
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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.
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10. Also cross-media (each channel for a different purpose)
TV
Print
BLOGTODAY
CONCEPT
Event
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Digital

11. Sanoma Influencers Cases

12. Optimel / yoghurt drink
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13. Demak-up, cotton pads
Demak-up ‘how to’ video VIVA Online
Demak-up ‘how to’ VIVA Print
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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
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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. How to use … hairproduct X by beautyblogger Negin Mirsalehi
Blog
instagram foto
Facebook post
Styletoday blog
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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
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15/10 t/m 22/10

17. Histor & Piet Hein Eek campaign with Blogtoday interior bloggers
URL: http://aprilandmaystudio.blogspot.nl/2013/10/piet-hein-eek-and-histor.html
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18. Beeldsteil on Pinterest (20.000 followers)
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19. Vosgesparis Instagram
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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
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21. Questions?
Twitter @kirst_enj
Blog justK.nl &
Blogtoday.nl
Find this presentation on Slideshare: slideshare.net/justkirsten
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