Empower Customers To Become Micro-Influencers

YOUR CUSTOMER IS YOUR BEST INFLUENCER

WHO WE ARE
Indi is lead by a team of ecommerce veterans who have sold $5 Billion online
including $1 Billion in affiliate sales. We have built and sold multiple Internet companies for more than $500 Million
© 2017 Indi.com Inc. All rights reserved. CONFIDENTIAL
Current:
• Global Brand Development & Marketing
Director for Indi.com
Former:
• Senior Director of Marketing for Swiss
Watch International
• On-Air Personality and Co-Host for
Buy.com TV Show
• Director of Marketing & Public Relations
for Buy.com
Current:
• Board Member ITA
• Advisor Noon.com
• Ranked #1 in US in Men’s 45s Doubles
Tennis
Former:
• CEO & Chairman Bluefly.com
• CEO and President Buy.com
• Sold Buy.com to Rakuten for $250M
• Operating Partner Clearlake Capital
• Board Member Coastal.com (sold for
$400M)
• Board Member Rakuten USA
• Board Member PrimeSport (sold to
Carlyle)
N E E L
G R O V E R
M E L I S S A
S A L A S

INDI HAS AFFILIATE PARTNERSHIPS WITH THOUSANDS OF BRANDS AND RETAILERS

PRESENT DAY MARKETING

Affiliate channel too heavy on low margin “deal” sales. Not
gaining enough loyal, healthy new customers.
Social is pay-to-play and low converting. Positive fans are
drowned out by customer service issues and trolls.
Macro-Influencer marketing ROI not measurable. Up to 50%
fake followers.
Shoppers want photos, videos and UGC, but content
sourcing is hard and risky to the brand.

FAKE SOCIAL MEDIA FOLLOWERS AND ENGAGEMENT
"The continued viability of fraudulent accounts and interactions on social media platforms -
and the professionalization of these fraudulent services - is an indication that there's still
much work to do" - Mark Warner, Ranking Member of the Senate Intelligence Committee,
which is investigating the spread of fake accounts on social media.
“These accounts are counterfeit coins in the
booming economy of online influence, reaching
into virtually any industry where a mass audience
— or the illusion of it — can be monetized. Fake
accounts, deployed by governments, criminals and
entrepreneurs, now infest social media networks.”
“In November, Facebook disclosed to investors that it had
at least twice as many fake users as it previously estimated,
indicating that up to 60 million automated accounts may
roam the world’s largest social media platform.”
"...as many as 48 Million of Twitter's users...are
automated accounts designed to simulate real people"
New York Times Expose on Rampant Fraud January 27, 2018

Drive traffic and new
customers by simply
allowing customers to link
to you from their social
posts.
Social Reach New Customers Traffic Sales

of consumers say that product information videos are helpful when making purchase
decisions online96%
of consumers TRUST peer recommendations over advertising86%
of Millennials prefer endorsements from peers over celebrities70%
By 2020, customer experience will overtake price and product as the key brand differentiator
of companies admit to not having a formal customer advocate program in place>50%
CUSTOMER WORD OF MOUTH & DATA DRIVEN PERFORMANCE BASED
INFLUENCER MARKETING

B R A N D S
YOUR BRAND’S BEST
INFLUENCER IS YOUR
EXISTING CUSTOMER
WHO ORGANICALLY AND
AUTHENTICALLY LOVES
YOUR BRAND.
C u s t o m e r w o r d - o f - m o u t h a d v e r t i s i n g r e m a i n s t h e
r i c h e s t p a t h t o a u t h e n t i c i t y , n e w c u s t o m e r s , a n d R O I .

B R A N D S
MICRO VS MACRO
INFLUENCERS
Turn customers into micro influencers MICRO MACRO
200 – 50,000 50,001 - 999,999+
👎 Lower-Medium Reach
👍🏻 Higher Engagement
👍🏻 Low Cost
👍🏻 Active Followers
👍🏻 High Reach
👎 Lower Engagement
👎 High Cost
👎 Passive Followers
Customers, store
employees, bloggers,
Celebrities, Athletes,
Professional influencers
who do Influencer
marketing for a living.
Followers
Defining
Characteristics
Examples

I N F L U E N C E R M A R K E T I N G
COMMON CONCERNS
I N D I ’ s P L AT F O R M S O LV E S A L L C O N C E R N S
✓ Brands have no control over content
✓ Brands do not have ownership rights
to content (content licensing issues)
✓ Brands have no transparency as to
where this content is being shared
✓ FTC Disclosures | are they “On-Brand”
✓ Brands do not have relationship with
the content creator due to alias or
private accounts.
✓ Brands can’t prove ROI with high
posting fees
Or, if the content is actually influencing
sales
✓

Incentivize customers to
create and share
authentic content
with links to your products.
Social Reach New Customers Margin Sales

INDIVIDUALS
CELEBRITIES
BRAND
CUSTOMERS*
*
*
FRIENDS
FAMILY
FOLLOWERS
*
*
*
FRIENDS
FAMILY
FOLLOWERS
*
*
*
FRIENDS
FAMILY
FOLLOWERS
*
*
*
FRIENDS
FAMILY
FOLLOWERS
*
*
* FRIENDS
FAMILY
FOLLOWERS
*
*
*
FRIENDS
FAMILY
FOLLOWERS
*
*
* FRIENDS
FAMILY
FOLLOWERS
*
*
*
FRIENDS
FAMILY
FOLLOWERS
*
*
*
FRIENDS
FAMILY
FOLLOWERS
*
*
*
FRIENDS
FAMILY
FOLLOWERS
*
*
*FRIENDS
FAMILY
FOLLOWERS
*
*
*
FRIENDS
FAMILY
FOLLOWERS
*
*
*
WORD OF MOUTH NETWORK EFFECT
A CUSTOMER
influencer has access to
their inner circles and can
persuade others by virtue
of their authenticity and
reach.

B R A N D S
INSPIRE AND INCENTIVIZE
WORD-OF-MOUTH CONTENT
They love your brand, so help them help you. Incentivize
and empower your customers, fans, and employees to:
✔️ create and share authentic and organic videos and photos
showcasing your product
✔️ with fully tracked links to your products or services
✔️ allows you to use the content on your product pages,
emails, and social media
✔️ and gaining full data analytics and remarketing rights from
the content creator, CRM
✔️ keep customers loyal
✔️ all while still protecting your brand, keeping it brand
safe

OWN YOUR CUSTOMER ENGAGEMENT DATA.
ADD TO YOUR CRM AND OPTIMIZE PROGRAM

Turn customers into
microinfluencers.
Make influencer marketing
performance-based.
Social ReachROI Word of Mouth Sales

ENGAGEMENT CHALLENGES
B R A N D A M B A S S A D O R P R O G R A M S
PERFORMANCE-BASED
PAYMENTS. HANDLED.
In the first two months that Vanity Planet tested the Indi platform it
added 1,000 new influencers. “These were people who we weren’t
able to work with before because we didn’t have a platform to do
so,” Vanity Planet President, Mike Ponzillo says. And those
influencers delivered 2% of the retailer’s revenue in those first two
months. “That’s all incremental revenue,” he says. “These are
brand new people who are driving sales to our site.”
Internet Retailer Dec. 26, 2017

Crowdsource, curate
and repurpose
content from your customers.
ConversionEngagement ReturnsSales

ADD USER CONTENT TO YOUR
SITE & MARKETING CHANNELS
CUSTOMER PHOTOS & VIDEOS
VIDEO REVIEWS
BUYING GUIDES & TUTORIALS
UNBOXING
SHOPPABLE SOCIAL GALLERIES
SOCIAL POSTS
YOUTUBE

73%
of consumers are more likely to purchase
after watching a video that explains the
product or service
96%
of consumers say that product
information videos are helpful when
making purchase decisions online
When the consumer enjoys a product video,
it increases purchase intent by 97% and
brand association by 139%
50%
of all internet users look for online videos
relating to a product or service before
visiting a store
NEXT GENERATION COMMERCE: VIDEO +COMMERCE

Your customers are
probably already sharing in
social, might as well be
rewarded for it.
Loyalty Brand Validation UGC Ownership Sales

THANK YOU
MELISSA@INDI.COM
@MelissaDSalas

Empower Customers To Become Micro-Influencers

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