EARNED MEDIA REPORT AND SERVICES

Transcription

1 T R I B E D Y N A M I C S EARNED MEDIA REPORT AND SERVICES

2 EVOLUTION OF OUR THINKING BELIEF IN EARNED MEDIA BEGIN PAYING INFLUENCERS FOR CAMPAIGNS WITH BEAUTY BRANDS DEVELOP SOFTWARE TO HELP BRANDS MANAGE INFLUENCERS PLUG INTO GOOGLE ANALYTICS AND FIND NO CONVERSIONS WORK WITH NPD GROUP AND FIND DIRECT CORRELATIONS WITH OFFLINE REVENUE GENERATED AND EARNED MEDIA WORK WITH NYX AND SEE MONUMENTAL SUCCESS USING THIS FORM OF MARKETING DISCOVER INFLUENCER MARKETING IN AUSTRALIA LOSE FAITH IN QUALITY OF CONTENT BEING CREATED WORK WITH POP SUGAR AND FIND OUT THAT BRANDS ARE STILL INTERESTED MEET WITH P&G TO LEARN CONTENT REQUIRES GENUINE RECOMMENDATION TO CONVERT TIME

3 WHAT IS EARNED MEDIA? EARNED MEDIA: PUBLICITY GAINED THROUGH WORD-OF-MOUTH MARKETING ACCOMPLISHMENTS OWNED MEDIA EXAMPLE: BRAND X (MARKETING DEPARTMENT OR AGENCY) TO BEAUTY CONSUMER EARNED MEDIA EXAMPLE: BEAUTY INFLUENCER TO BEAUTY CONSUMER >>>>> >>>>> WE HAVE THE BEST MASCARA, AND WE OFFER 15% OFF TO NEW CUSTOMERS I JUST TRIED THIS NEW AMAZING MASCARA FROM BRAND X. AND THE RESULTS ARE AMAZING! YOU HAVE TO TRY IT!

4 CONNECTING THE DOTS I LOVE THE DETROIT LIONS >>>>> I READ LIONS BLOG >>>>> I SHARE EXPERTISE WITH FRIENDS SOMEONE WHO LOVES BEAUTY >>>>> >>>>> FOLLOWS MAKEUP ARTIST ONLINE SHARES EXPERTISE WITH FRIENDS WHY DOES THIS WORK? ORGANIC AUTHENTIC RELATIONSHIPS

5 LESSONS FROM NYX ONLINE MAKEUP ARTIST BEAUTY EARLY ADOPTERS BEAUTY CONSUMER BASE P ERCEIVED VALUE IS THE REAL VALUE > ACTUAL COST OF GOODS >>>>> OFFLINE PURCHASES

6 NYX COSMETICS: A CASE STUDY BETHANY MOTA AUGUST FAVORITES 2013! THE NEXT BEAUTY PRODUCT THAT I VE BEEN LOVING HAS BEEN THIS BLUSH BY NYX BECAUSE... OMG GUYS, GUESS WHAT?! TARGET NOW SELLS NYX PRODUCTS!... I WENT INSANE. 1. THEY DIDN T PAY FOR THIS 2. THEY DIDN T KNOW IT WAS GOING TO HAPPEN 3. IT GOT THEM 1.7M VIEWS EMV Q2 REVLON: $12,415,050 COVERGIRL: $7,228,396 60%+ ANNUAL REVENUE GROWTH FOR OVER 5 YEARS ACQUISITION BY L'ORÉAL FOR $500 MILLION EXTREMELY HIGH REVENUE MULTIPLE

7 PAID MEDIA VS EARNED MEDIA VS GLAMOUR MAGAZINE CIRCULATION: 2,318,251 TYPE: PAID MEDIA COST: $100,000 BETHANY MOTA VIEWS: 1,757,337 TYPE: EARNED MEDIA COST: $0 >>>>> 75,000 NYX BLUSHES 5 BLUSHES EACH

8 HOW WE SOLVE THE PROBLEM ONLINE INFLUENCE BRAND AWARENESS SOCIAL DIGITAL MARKETING REVENUE COMMUNITY OF INFLUENCERS OFFLINE SALES CONNECTING THE DOTS BETWEEN SOCIAL/DIGITAL MARKETING AND REVENUE

9 WHAT MAKES US UNIQUE IDENTIFY UNDERSTAND RELATIONSHIPS TURNKEY TECHNOLOGY SOLUTIONS INDUSTRY SPECIFIC KNOWLEDGE EVALUATE DRIVE WE UNDERSTAND THE WAY REVENUE IS DRIVEN THROUGH EARNED MEDIA FOR BEAUTY BRANDS.

10 TECHNOLOGY 1. BASED UPON DATA COLLECTED FROM THE TOP 50,000 INFLUENCERS IN BEAUTY, FASHION, AND LIFESTYLE INDUSTRIES. OUR PROXY FOR WORD OF MOUTH VALUE BEING GENERATED ABOUT A BRAND. 2. SUPPORTS UNDERSTANDING OF HOW YOUR BRAND IS PERFORMING IN THE MOST EFFECTIVE AND EFFICIENT MARKETING AVAILABLE. EMV: TRIBE DYNAMICS ALGORITHM FOR DETERMINING THE DOLLAR VALUE OF EARNED MEDIA CONTENT. VALIDATED BY DATA FROM NPD GROUP CORRELATING EMV DIRECTLY WITH OFFLINE REVENUE GENERATED IN STORE. ARM: PLATFORM DESIGNED TO HELP BRANDS MANAGE THEIR COMMUNITY OF AMBASSADORS AND TRACK VALUABLE RELATIONSHIPS.

11 OUR PROCESS STAGE 1: INITIAL EVALUATION AND RECOMMENDATIONS COMPETITIVE ANALYSIS AND PERFORMANCE, IDENTIFICATION OF RECOMMENDED TARGET COMMUNITIES AND ONGOING EARNED MEDIA CAMPAIGNS. STAGE 2: IDENTIFY TARGETED COMMUNITY UTILIZING TRIBE DYNAMICS EMV INDEX, WE IDENTIFY THE IDEAL INFLUENCERS FOR ENGAGEMENT BASED UPON PREVIOUS CONVERSATIONS, ENGAGEMENT RATES, SOCIAL PLATFORM, AND BRAND SENTIMENT. STAGE 3: IMPLEMENT AND TRAIN IMPLEMENTATION OF TRIBE ARM PLATFORM AND TRAINING OF EMPLOYEES IN BEST PRACTICES FOR MANAGEMENT OF BRAND COMMUNITY. STAGE 4: DATA EXPLORATION AND PERFORMANCE TRACKING UTILIZING TRIBE DYNAMICS ARM PLATFORM, YOU WILL BE ABLE TO TRACK ONGOING PERFORMANCE OF INDIVIDUAL INFLUENCERS AND CAMPAIGNS. STAGE 5: COMPETITIVE REPORTING AND STRATEGY REVIEW OFFERING ONGOING COMPARATIVE BRAND ANALYSIS ON A MONTHLY OR QUARTERLY BASIS.

12 T R I B E D Y N A M I C S TRIBE DYNAMICS TECHNOLOGY PRICING STAGE ONE: PROGRAM ESTABLISHMENT STAGE TWO: PROGRAM REFINEMENT STAGE THREE: SELF-SERVICE FULL SERVICE Brands looking for hands-on assistance and an all-inclusive set of services. For brands in the early stages of influencer identification, interested in growing established influencer networks, and introducing analytics to their digital marketing strategy. Provides deeper understanding of target communities and competition. FEATURES Includes all features from stage two in addition to: In person quarterly program recommendations, brainstorming, and consumer insights (restricted to United States) Monthly competitive reports (5 brand) Advanced brand analysis correlating offline revenue generated with online influence PRICE Brands with established influencer networks and ambassador programs, but in need of polishing. Elementary analytics experience, who have yet to integrate with their digital marketing strategies. Interested in measuring relative performance of their brand within the industry and looking for advice as far as target competitors. Looking for brandspecific recommendations and solutions in the form of both raw data and analysis. FEATURES Includes all features from stage three in addition to: Monthly program recommendations, data evaluation, and brainstorming sessions Identification of 175 target influencers for campaigns - Three times per quarter PRICE Brands with well-established digital marketing strategies and ambassador programs, looking more exclusively for targeted, in depth analysis of brand performance overall, by platform, and relative to competitors. They have the tools and the team to create skilled digital campaigns. Looking for improved efficiency, targeting, and performance tracking as to which specific initiatives generate the most revenue. FEATURES Identification of 175 target influencers for campaigns - Once per quarter Unlimited use of Tribe Dynamics ARM software Quarterly competitive reports (5 brands) PRICE Quotes available upon request for Program Establishment plus Bespoke Management services. A LA CARTE SERVICES Although we do not recommend our technology services be utilized on an individual basis, as they are part of a system designed to generate revenue for brands, we do offer them individually. Prices are listed below: FEATURES Tribe Dynamics ARM Software - $899 Per Month Targeted Influencer Identification - $3,500 per 175 Influencers 2 Hour Brainstorming and Recommendation Session - $3,000 Competitive Reporting 3 Brand - $4,500 5 Brand - $6,000 $10,000 Per Month $5,500 Per Month $3,500 Per Month TRIBE DYNAMICS- CONNECTING THE DOTS BETWEEN EARNED MEDIA AND REVENUE