From SMX Social 2014. The identification of influencers/publishers that are a good match for your brand and can produce authentic content that works both for the brand, and the audience. The presentation includes: -Steps to identifying the best partners -Negotiating the deal so your brand gets the most out of the partnership -Ensuring authentic content that resonates, and does not confuse or upset the audience, is produced -Case Study: Litter Genie

1. Native Ads, Sponsored
Endorsements & Paid Posts:
Walking The Social Media Minefield
Mariana Rodriguez, Senior Account Director
beebyclarkmeyler.com
@gobcm
marodcar
mrodriguez@beebyclarkmeyler.com

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4. IDENTIFYING THE RIGHT PARTNER
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1.Understand Your Audience
2.Research the Best Partner
1.Develop a Detailed Brief

5. IDENTIFYING THE RIGHT PARTNER
Step 1: Understand Your Audience
• Business Goals
• Research, Research, Research
• Demographic
• Psychographic
• Behavioral
• Develop Personas & Insights
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IDENTIFYING THE RIGHT PARTNER
Step 2: Research the Best Partner
Reach
PARTNER
Content
Experience
Cost

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IDENTIFYING THE RIGHT PARTNER
Step 2: Research the Best Partner | Reach
• Does the audience composition align with your target audience?
– Demographic
– Psychographic
• Can the partner target distribution for effective reach?
– Beyond the size of the partner’s platform, can they target your
content to reach the people you want?

8. IDENTIFYING THE RIGHT PARTNER
Step 2: Research the Best Partner | Experience
• Has the selected partner worked
with other brands in the past?
• Can they demonstrate having
successfully developed and
distributed partner content in
the past?
• If not, is your team ready to
take full charge?
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9. • Does the audience organically share, comment, like and engage
with the partner content already?
• Can the partner create original content that is authentic to their
platform?
• Do the content types produced and distributed by the partner tie
back to media consumption habits of your target audience?
• How does the audience react to partner content / native
advertising with this partner?
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IDENTIFYING THE RIGHT PARTNER
Step 2: Research the Best Partner | Content

10. How to negotiate with your partner to get the most out of
the partnership?
• Guaranteed views (video/content)
• Posting rights across your owned platforms (with paid media)
• Ability to create posts from their content that are native to the
platform you are publishing (i.e. GIF for tumblr)
• Partner promotion on their owned channels: publishes on their
platform, social channels, enewsletter, etc
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IDENTIFYING THE RIGHT PARTNER
Step 2: Research the Best Partner | Cost

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IDENTIFYING THE RIGHT PARTNER
Step 3: Develop a Detailed Creative Brief
• The more detail, the better the content produced
• Deliver legal guidelines and style guides
• Make the most of the Kick Off or Brainstorm
• Consider partner suggestions – they know their audience and platform best!

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CASE STUDY: Litter Genie Branded Content

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