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Influencer Marketing
             “Engaging Online Influencers”
                       N I M A’s T h e S o c i a l E x p e r i m e n t
                                 6 oktober 2011

                                        C O P Y R I G H T 3 S I X T Y F I V E B . V.


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INTRODUCTION
                     very short




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INTRODUCTION
                       e-business




                       online media




                       interactive / social




                       social strategy




                       social strategy




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MANAGEMENT
                                    John
                                    Meulemans
                                                Nicole
                                                Niemann
                                                                                                           Paolo
                                                                                                           Martorino
                                    Strategy & technology     Strategy & business development              Strategy & concepts
                                    Managing Partner          Managing Partner                             Managing Partner




                                   S P E C I A LT I E S
                       Social Analyst Project Leader Strategy Director
                                  Social Media Specialist
                       Account Director                                                                    Digital Developer


                       Creative Director                           Webcare Specialist            User Experience Designer




                                                   D I S C I P L I N E S
                       Social             Identification    Social            Social            Social          Internal
                       Monitoring         Influentials      Strategy          Alignment         Programs        Embedding




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@j0hn
                       #tse11



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CONTENTSE T I N G
       INFLUENCER MARK


         1 DEFINITION BUZZ
         2 WHAT’S THE
         3 INFLUENCER MARKETING
         4 IDENTIFICATION
         5 PRESENTATION
         6 INFLUENCER OUTREACH
         7 RECAP

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INTERACTIVE
                       #WHAT’S IN IT FOR YOU?




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De
                       fini
                       tion



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WHAT
                       DO YOU THINK




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DEFINITION
       W H AT A R E T H E Y ?
                                 We're talking online
                                 influencers, people that have
                                 influence that starts, but is
                                 not limited to online, like
                                 blogs, microblogs or other
                                 social media platforms.



  “Influencers are individuals that are trusted
  by the public.
  Authorities in a certain area of expertise
  which gives them credibility.
  These people can be bloggers, journalists,
  editors, professors, scientists, politicians
  and sometimes even celebrities.”


vrijdag 7 oktober 11
DEFINITIONU T I T
       NOTHING NEW ABO                                                           Big difference:
                                                                                 Nowadays it has
                                                                                 to be authenthic.




                       Check video: http://www.youtube.com/watch?v=gCMzjJjuxQI

vrijdag 7 oktober 11
DEFINITION
       N O T O N LY P E O P L E

       “Besides influential people, there are also
       influential places on the web, places
       where people talk about your brand,
       products or your business.
       We call these places hotspots and they
       come in different flavors.”
       ‣Online Press
       ‣(Micro) Blogs
       ‣Online News Outlets
       ‣Social Networks
       ‣Special Interest Sites
       ‣Communities & Forums
       ‣Photo & Video Sharing Portals

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What’s
                        the
                        buzz?



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WHAT’STTHE BUZZ
       IT’S ABOUT 3 ’S




                       But actually I meant...




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TRUST
                        IT’S GONE




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TALKS
                       IT’S ALL ABOUT CONVERSATIONS




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TRANSPARENCY           IT’S EVERYWHERE




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WHAT’S THE BUZZ
       TRUST




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WHAT’S THE BUZZ
       TRUST



                                   Do we really see them?




            Source: Edelman 2009

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WHAT’S THE BUZZ
       TRUST



                         Underpromise, overdeliver?



                              R.I.P. Steve Jobs




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WHAT’S THE BUZZ
       TA L K S



                         We share ANYTHING




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WHAT’S THE BUZZ
       TA L K S


         A new culture of sharing ‘information’:
         1: Worldwide growth of the internet population
         2: Massive growth in use of social networking
         3: Increase of sharing in general




vrijdag 7 oktober 11
WHAT’S THE BUZZ
       TA L K S



      Member of at least ONE
         social network




                               79%                          21%




        16-25 year 91% (CBS)




                                     Source: Insites 2010




vrijdag 7 oktober 11
WHAT’S THE BUZZ
       TA L K S

                       WHY?


                       33% - The experience is so novel and pleasurable that it must be shared


                       24% - Sharing knowledge or opinions is a way to gain attention, show
                              connoisseurship, feel like a pioneer, have inside information, seek confirmation
                              of a person's own judgment, or assert superiority.


                       20% - To reach out and help to express neighbourliness, caring, and friendship.


                       20% - The message is so humorous or informative that it deserves sharing.




                       Ernest Dichter
                       Word of Mouth Motivation Research
                       1950


vrijdag 7 oktober 11
WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




vrijdag 7 oktober 11
WHAT’S THE BUZZ
       T R A N S PA R E N C Y




           “Websites where people connect and exchange information in

   order to get what they want from each other instead of companies.”




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WHAT
                       DOES THIS MEAN?




vrijdag 7 oktober 11
WHAT’S THE BUZZ
       T R A N S PA R E N C Y




           “Websites where people connect and exchange information in

   order to get what they want from each other instead of companies.”


                                      CONSUMER IN CONTROL




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WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




vrijdag 7 oktober 11
WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




vrijdag 7 oktober 11
WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




vrijdag 7 oktober 11
WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




vrijdag 7 oktober 11
WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




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WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




vrijdag 7 oktober 11
WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




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WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




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OK HOW
                       MANY PEOPLE ARE GOING TO USE THIS?




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WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




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RATING PICKLES         WHO THINKS WE ARE GOING TO DO THAT?




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WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




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WHAT’SCTHE BUZZ
       T R A N S PA R E N Y




                              And we’re not nearly
                               seeing te end of it.




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WHAT’SCTHE BUZZ
       T R A N S PA R E N Y
                              Better make sure what
                               they say is positive




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PUT
                       your hands up




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TRUST
                       YOU’LL HAVE TO WIN




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TALKS
                       YOU SHOULD JOIN THE CONVERSATION




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TRANSPARENCY           ROLL WITH IT




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Influencer
                        marketing
                           .



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INFLUENCER MARKETING
       WHY




       76% of people
      think companies
          lie in ads
                       Edelman Trust
                       Barometer 2009




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INFLUENCER MARKETING
       WHY




                        3.000
      the average number of
       ads we see every day
                       and we only remember 5


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INFLUENCER MARKETING
       WHY



                       70% of people trust experts
                           more than friends.
                       (Source: Edelman Trust Barometer 2011)




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HOW CAN
                       YOU MEASURE INFLUENCE?




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INFLUENCER MARKETING
       TOOLS

                       Handy! Right?




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INFLUENCER MARKETING
       TOOLS

                       Handy! Right?




vrijdag 7 oktober 11
CASE
       VIRGIN & KLOUT




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CASE
       SPOTIFY & KLOUT




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INFLUENCER MARKETING
       S O U N D S FA M I L I A I R ?




                       SOUNDS LIKE



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INFLUENCER MARKETING
       W H AT ’ S E V E N W O R S E . . .




                        THEY MAKE YOU
                       SCREAM ABOUT IT



vrijdag 7 oktober 11
CASE
       THE WIZARDING WORLD OF HARRY POTTER

                                       BIG Plans



                                      BIG Budget



                                        7 People



                                        Webcast



                                      350 M People




vrijdag 7 oktober 11
INFLUENCER MARKETING
       I T ’ S A S H I F T I N C O M M U N I C AT I O N



                       Bought            Owned        Owned        Earned   Bought
                       media             media
                                                      media
                                                                   media    media




                                   Earned
                                   media

                                                    Website
                                                                    Buzz      Ads
                                                     Email
                                                                    Posts   Seeding
                                                 Facebook page
                                                                     RT’s    Spots
                                                 Twitter account
                           Traditional Model




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SO WHY
                       do brands still spend so much on advertising?




vrijdag 7 oktober 11
Influencer
                       identification


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IDENTIFICATION
       OF INFLUENCERS




               It all starts with
               one question...

vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS




   How do you
 measure influence?

vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS




vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS




                       Network Growth



                          Mentions



                        Absolute data




vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS
       An example to illustrate the problem with relying on automated tools is the Twitter PR disaster that from fashion
       designer Kenneth Cole during the Egyptian revolution. After sending out the tweet below Kenneth
       Cole’s influence doubled but it certainly did not help his brand.




       In this example it’s shown that tools like
       Klout lack to interpret sentiment and intention data.
       They are a measure of reach and amplification (often
       limited to a few sources) but not true market influence.




vrijdag 7 oktober 11
IDENTIFICATION
       WHO DO YOU TRUST WHEN IN FINANCE?



                       100% Klout




                                    100% Relevant




vrijdag 7 oktober 11
IDENTIFICATION
       W H O Y O U T R U S T D E P E N D S O N R E L E VA N C Y


    It’s simple:
     Without relevancy
 it just doesn’t feel right.




vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS




   How do you
 measure influence?

vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS




 Let me give
  you a hint

vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS




                         Sentiment



                        Relative data



                       True influence




vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS




vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS




vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS




                       Automated tools can be valuable
                       when identifying influencers but
                          beware of the limitations.


                         BUT: If people can win stuff,
                          they will game the system.




vrijdag 7 oktober 11
IDENTIFICATION
       OF INFLUENCERS



                        Consider:
                           Using multiple
                         tools, sometimes
                         people don’t have
                        to be influencers to
                           make a point.




vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES




        Besides influential
         people there are
          also influential
              places
vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES


          Mapping social hotspots

          A social hotspot is a place on the web where

          your brand’s target audience discusses and

          shares relevant content.



          A hotspot can be a blog, a community, forum,

          special interest site, review site, Twitter page or

          even a fanpage or group on a social network.




vrijdag 7 oktober 11
INFLUENCERS & HOTSPOTS
       HOTSPOTS



                       Hotspots are the most influential websites where

                       your target audience come to talk about your

                       brand, products or market. Hotspots are the

                       perfect starting point to reach and engage them.

                       It’s a means to communicatie more effectively.




vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES


        Rating should
         be based on
       three elements:
                       1 Authority
                       2 Activity
                       3 Audience
vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES


       Authority
                  To what extent do people online
                 perceive the influencer/hotspot as
                 an authority within a specific field?
                  Is the influential entity trustworthy
                          and knowledgable?
                   Does the shared opinion matter
                        and can they rely on it?

vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES


       Activity
                  To what extent is the influential
                            active online.
                This is indicated by things such as
                  the degree of responsiveness,
                updates, postings and interactions.


vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES


       Audience
          How big is the total audience reached?
           What is the outreach of the influential
              entity and how does it rank?
                How many visitors, followers,
              members, readers, likers, fans and
           friends does the influential entity have?

vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES




                        Let me just say
                           it’s a lot of
                          handywork
                       Some clues however
vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES


        Handywork
         involving:



vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES


        Handywork
         involving:



vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES


        Handywork
         involving:



vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES


        Handywork
         involving:



vrijdag 7 oktober 11
IDENTIFICATION
       PEOPLE AND PLACES


        Handywork
         involving:



vrijdag 7 oktober 11
Data
                       presentation
                            .



vrijdag 7 oktober 11
DATA EPRESENTATION O A R D
       YOU’LL N ED SOME KIND OF DASHB




                        How does all
                         this come
                       together in an
                        orderly way?
vrijdag 7 oktober 11
DATA EPRESENTATION O A R D
       YOU’LL N ED SOME KIND OF DASHB




                       Put all the data
                       in one system
             Ranked, categorized and fully connected



vrijdag 7 oktober 11
DATA EPRESENTATION O A R D
       YOU’LL N ED SOME KIND OF DASHB




                       Sort
                              Ranking




                                        Example Influencer Dashboard




vrijdag 7 oktober 11
DATA EPRESENTATION O A R D
       YOU’LL N ED SOME KIND OF DASHB




vrijdag 7 oktober 11
DATA EPRESENTATION O A R D
       YOU’LL N ED SOME KIND OF DASHB




                            Area’s of expertise




vrijdag 7 oktober 11
Influencer
                         outreach
                           .



vrijdag 7 oktober 11
INFLUENCER OUTREACH
       WHY


                         Identifying is
                       only the beginning




                       It’s what you do
                       next that counts




vrijdag 7 oktober 11
INFLUENCER OUTREACH
       REMEMBER




                             Influencers are
                             NOT journalists




vrijdag 7 oktober 11
INFLUENCERUOUTREACH
       HOW TO SET UP AN O TREACH PROGRAM

                                        Define objectives
                                       and common ground




                                           Define relevance of
                                               the relation




                                            Define a suitable
                                                approach




vrijdag 7 oktober 11
INFLUENCERAOUTREACH N D
       DEFINE OBJECTIVES ND COMMON GROU

       Communication: brands own voice
       Further & deeper than a
                                                    Define objectives
                                                   and common ground




       Trust:
       Being mentioned by influencers builds       Define relevance of
       trust amongst the communities they’re in        the relation




       Branding: lasting conversation with
       Establishing a
       influencers minimizes negative perception    Define a suitable

       around a brand in conversations which
                                                        approach


       contibutes to a positive perception


vrijdag 7 oktober 11
INFLUENCERNOUTREACH N D
       DEFINE OBJECTIVES A D COMMON GROU


       Ties the influencer to a brand            Define objectives
                                                and common ground




                       Mostly no brandfan
                                                Define relevance of
                                                    the relation
                         Personal approach

                           How to be relevant
                                                 Define a suitable
                                                     approach




vrijdag 7 oktober 11
INFLUENCERNOUTREACH N D
       DEFINE OBJECTIVES A D COMMON GROU

      It’s about the domains          Define objectives

      around your brand              and common ground




                                     Define relevance of

                       > cooking         the relation




                       > cooking
                                      Define a suitable
                                          approach




vrijdag 7 oktober 11
INFLUENCER OUTREACH
       D E F I N E R E L E VA N C E O F T H E R E L AT I O N

       Provide a stage: increase their
       Give the opportunity to                              Define objectives
                                                           and common ground
       following and influence


                                                               Define relevance of
                                                                   the relation




                                                                Define a suitable
                                                                    approach




vrijdag 7 oktober 11
CASEF T M O S T VA L U A B L E P R O F E S S I O N A L P R O G R A M
       MICROSO


               Offer expertise   4.000 out of
                in around 90     100 million    Live in more
                                                   than 90
                  Microsoft      community       countries
                technologies      members




vrijdag 7 oktober 11
INFLUENCER OUTREACH
       D E F I N E R E L E VA N C E O F T H E R E L AT I O N


       Part of your communication:
       Knowledge, experience, credibility
                                                            Define objectives
                                                           and common ground




                                                               Define relevance of
                                                                   the relation




                                                                Define a suitable
                                                                    approach




vrijdag 7 oktober 11
INFLUENCER OUTREACH
       D E F I N E R E L E VA N C E O F T H E R E L AT I O N


       Part ofthem to communication:
       Connect
               your your product                            Define objectives
                                                           and common ground




                                                               Define relevance of
                                                                   the relation




         Use testimonials, product comparison
         video’s and use the packaging to tell it
                                                                Define a suitable
                                                                    approach
         by for example a QR code.


vrijdag 7 oktober 11
CASE E L E V E N M O M S
       WALMART
                                  In september 2008
                                  Walmart identified
                                   mommy bloggers
                                    as an influential
                                     group for their
                                    target audience


                                  This ‘Eleven Moms’
                                     program had
                                   mommy bloggers
                                  test their products
                                   and write reviews



                                    Results: Brand
                                   favourability and
                                  trust increased by
                                  approximately 20%




vrijdag 7 oktober 11
CASE
       CONAGRA
                        An unexpected
                        surprise indeed




                       Not exactly candid
                        camera material




vrijdag 7 oktober 11
INFLUENCER OUTREACH
       D E F I N E R E L E VA N C E O F T H E R E L AT I O N

       Part ofcreate something with
       Let them
                your communication:                         Define objectives
                                                           and common ground
       your product


                                                               Define relevance of
                                                                   the relation




       If you’re in the food business, let them
       make recipies with your product or if                    Define a suitable

       you’re in travel, let them make their top 5
                                                                    approach


       destinations.


vrijdag 7 oktober 11
INFLUENCER OUTREACH
       D E F I N E R E L E VA N C E O F T H E R E L AT I O N


       Involve in product development                       Define objectives
                                                           and common ground




       ‣How would they improve your product
       ‣Let them try new products first hand                   Define relevance of
                                                                   the relation


       ‣Invite them for launch-events.
       ‣Use their feedback for product-
            innovation and - improvement.                       Define a suitable
                                                                    approach




vrijdag 7 oktober 11
INFLUENCER OUTREACH
       D E F I N E R E L E VA N C E O F T H E R E L AT I O N


       Involve in product development                       Define objectives
                                                           and common ground




       Influencer signature product:
                                                               Define relevance of
                                                                   the relation
       Create a special product
       line that’s developed together
       with influencers and actually
       bring these to market.
                                                                Define a suitable
                                                                    approach




vrijdag 7 oktober 11
INFLUENCER OUTREACH
       D E F I N E R E L E VA N C E O F T H E R E L AT I O N


       Make them important                                  Define objectives

       Give them front-row tickets
                                                           and common ground




                                                               Define relevance of
                                                                   the relation




     Create a stage for influencers on your
                                                                Define a suitable
                                                                    approach
     events or at least give them VIP access.


vrijdag 7 oktober 11
INFLUENCER OUTREACH
       D E F I N E R E L E VA N C E O F T H E R E L AT I O N


       Make them important                                  Define objectives

       Give them front-row tickets
                                                           and common ground




       First to hear about new initiatives.
                                                               Define relevance of

       First to be involved.                                       the relation



       Let them break the news.
       Try to include quotes or opinions into press
       releases.                                                Define a suitable
                                                                    approach




vrijdag 7 oktober 11
INFLUENCER OUTREACH
       D E F I N E R E L E VA N C E O F T H E R E L AT I O N


       Make them important                                  Define objectives

       Give them front-row tickets
                                                           and common ground




                                                               Define relevance of
                                                                   the relation




                                                                Define a suitable
                                                                    approach
       Show you mean it:
       Get them to meet the management.

vrijdag 7 oktober 11
INFLUENCERPOUTREACH
       D E F I N E A S U I TA B L E A P R O A C H


       Consider this                              Define objectives

       Before contacting!
                                                 and common ground




       ‣Frequency: On which regular basis will
        there be contact? Make sure relevancy
        prevails                                    Define relevance of
                                                        the relation

       ‣Tone of voice: What is appropriate?
        Polite or informal?
       ‣Follow up: What is being done with the
        feedback? Ensure proper embedding in         Define a suitable

        the organisation.                                approach




vrijdag 7 oktober 11
INFLUENCERPOUTREACH
       D E F I N E A S U I TA B L E A P R O A C H


       Consider this                                Define objectives

       Before contacting!
                                                   and common ground




       ‣Proof: Show what has been done with
        ideas and feedback. If you’re in a stage
        in which this is not possible yet,          Define relevance of

        communicate this.                               the relation



       ‣Organization: Who is in the lead?
        Ensure support from top to bottom.
       ‣Form: How to keep in touch greatly           Define a suitable

        depends on your market and the type              approach

        of people. Make sure to vary between
        digital and face-to-face contact.

vrijdag 7 oktober 11
FINALLYT I N T E R N A L I N F L U E N C E R S
       DON’T FORGE

      Focus on the inside too...
      Influencers working inside your own company are
      the most easy type to engage with: They like your
      brand and have in depth knowledge about it.


        They should be key in the
        influencer outreach program.
        Also, internal influencers
        might be an ideal starting
        point for embedding social
        media in your company DNA.


vrijdag 7 oktober 11
INTERACTIVE
  DEFINE YOUR OUTREACH PROGRAM




vrijdag 7 oktober 11
ING
Red Bull                Define domains that
                       connect the audience
                           to the brand




Nespresso              Define the basics of
                       an outreach program




 Bertolli
Zuid-Afrika
vrijdag 7 oktober 11
Recap
                       influencer
                         marketing



vrijdag 7 oktober 11
RECAP M A R K E T I N G
       INFLUENCER


         1 TRUST
         2 TALKS
         3 TRANSPARENCY
         4 NO AUTOMATED TOOLS
         5 BOUGHT > EARNED
         6 RELEVANT OUTREACH
         7 EMBED

vrijdag 7 oktober 11
Some
                        things
                       to take with you



vrijdag 7 oktober 11
LISTENBTO YOURI N G ) I M P O R TA N T
       IT’S ABOUT EING (NOT FEEL
                                 INFLUENCERS

                                   That means
                                  attention from
                                 management too...




vrijdag 7 oktober 11
NOAONE-OFF
       N O C M PA I G N



                          Continuous effect!




vrijdag 7 oktober 11
WE’RE O N L I N E C R E D I B I L I T Y & T R U S T HERE
       IT’S ABOUT
                  TALKING ONLINE




vrijdag 7 oktober 11
NO IMONEY!
       KEEP T REAL



                        Rewards are
                        intrinsic and
                       provide status
                       and credibility.




vrijdag 7 oktober 11
Business card
                            =
                       Whitepaper




vrijdag 7 oktober 11
“Innovation
                       distinguishes between

                         a leader
                          and a
                        follower.”
                        Quote: Steve Jobs
                                               John Meulemans
                                               john@3sixtyfive.co
                                               Twitter: @j0hn
vrijdag 7 oktober 11

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Influencer Marketing: Engaging Online Influencers

  • 1. Influencer Marketing “Engaging Online Influencers” N I M A’s T h e S o c i a l E x p e r i m e n t 6 oktober 2011 C O P Y R I G H T 3 S I X T Y F I V E B . V. vrijdag 7 oktober 11
  • 2. INTRODUCTION very short vrijdag 7 oktober 11
  • 3. INTRODUCTION e-business online media interactive / social social strategy social strategy vrijdag 7 oktober 11
  • 4. MANAGEMENT John Meulemans Nicole Niemann Paolo Martorino Strategy & technology Strategy & business development Strategy & concepts Managing Partner Managing Partner Managing Partner S P E C I A LT I E S Social Analyst Project Leader Strategy Director Social Media Specialist Account Director Digital Developer Creative Director Webcare Specialist User Experience Designer D I S C I P L I N E S Social Identification Social Social Social Internal Monitoring Influentials Strategy Alignment Programs Embedding vrijdag 7 oktober 11
  • 5. @j0hn #tse11 vrijdag 7 oktober 11
  • 6. CONTENTSE T I N G INFLUENCER MARK 1 DEFINITION BUZZ 2 WHAT’S THE 3 INFLUENCER MARKETING 4 IDENTIFICATION 5 PRESENTATION 6 INFLUENCER OUTREACH 7 RECAP vrijdag 7 oktober 11
  • 7. INTERACTIVE #WHAT’S IN IT FOR YOU? vrijdag 7 oktober 11
  • 8. De fini tion vrijdag 7 oktober 11
  • 9. WHAT DO YOU THINK vrijdag 7 oktober 11
  • 10. DEFINITION W H AT A R E T H E Y ? We're talking online influencers, people that have influence that starts, but is not limited to online, like blogs, microblogs or other social media platforms. “Influencers are individuals that are trusted by the public. Authorities in a certain area of expertise which gives them credibility. These people can be bloggers, journalists, editors, professors, scientists, politicians and sometimes even celebrities.” vrijdag 7 oktober 11
  • 11. DEFINITIONU T I T NOTHING NEW ABO Big difference: Nowadays it has to be authenthic. Check video: http://www.youtube.com/watch?v=gCMzjJjuxQI vrijdag 7 oktober 11
  • 12. DEFINITION N O T O N LY P E O P L E “Besides influential people, there are also influential places on the web, places where people talk about your brand, products or your business. We call these places hotspots and they come in different flavors.” ‣Online Press ‣(Micro) Blogs ‣Online News Outlets ‣Social Networks ‣Special Interest Sites ‣Communities & Forums ‣Photo & Video Sharing Portals vrijdag 7 oktober 11
  • 13. What’s the buzz? vrijdag 7 oktober 11
  • 14. WHAT’STTHE BUZZ IT’S ABOUT 3 ’S But actually I meant... vrijdag 7 oktober 11
  • 15. TRUST IT’S GONE vrijdag 7 oktober 11
  • 16. TALKS IT’S ALL ABOUT CONVERSATIONS vrijdag 7 oktober 11
  • 17. TRANSPARENCY IT’S EVERYWHERE vrijdag 7 oktober 11
  • 18. WHAT’S THE BUZZ TRUST vrijdag 7 oktober 11
  • 19. WHAT’S THE BUZZ TRUST Do we really see them? Source: Edelman 2009 vrijdag 7 oktober 11
  • 20. WHAT’S THE BUZZ TRUST Underpromise, overdeliver? R.I.P. Steve Jobs vrijdag 7 oktober 11
  • 21. WHAT’S THE BUZZ TA L K S We share ANYTHING vrijdag 7 oktober 11
  • 22. WHAT’S THE BUZZ TA L K S A new culture of sharing ‘information’: 1: Worldwide growth of the internet population 2: Massive growth in use of social networking 3: Increase of sharing in general vrijdag 7 oktober 11
  • 23. WHAT’S THE BUZZ TA L K S Member of at least ONE social network 79% 21% 16-25 year 91% (CBS) Source: Insites 2010 vrijdag 7 oktober 11
  • 24. WHAT’S THE BUZZ TA L K S WHY? 33% - The experience is so novel and pleasurable that it must be shared 24% - Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority. 20% - To reach out and help to express neighbourliness, caring, and friendship. 20% - The message is so humorous or informative that it deserves sharing. Ernest Dichter Word of Mouth Motivation Research 1950 vrijdag 7 oktober 11
  • 25. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 26. WHAT’S THE BUZZ T R A N S PA R E N C Y “Websites where people connect and exchange information in order to get what they want from each other instead of companies.” vrijdag 7 oktober 11
  • 27. WHAT DOES THIS MEAN? vrijdag 7 oktober 11
  • 28. WHAT’S THE BUZZ T R A N S PA R E N C Y “Websites where people connect and exchange information in order to get what they want from each other instead of companies.” CONSUMER IN CONTROL vrijdag 7 oktober 11
  • 29. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 30. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 31. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 32. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 33. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 34. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 35. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 36. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 37. OK HOW MANY PEOPLE ARE GOING TO USE THIS? vrijdag 7 oktober 11
  • 38. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 39. RATING PICKLES WHO THINKS WE ARE GOING TO DO THAT? vrijdag 7 oktober 11
  • 40. WHAT’SCTHE BUZZ T R A N S PA R E N Y vrijdag 7 oktober 11
  • 41. WHAT’SCTHE BUZZ T R A N S PA R E N Y And we’re not nearly seeing te end of it. vrijdag 7 oktober 11
  • 42. WHAT’SCTHE BUZZ T R A N S PA R E N Y Better make sure what they say is positive vrijdag 7 oktober 11
  • 43. PUT your hands up vrijdag 7 oktober 11
  • 44. TRUST YOU’LL HAVE TO WIN vrijdag 7 oktober 11
  • 45. TALKS YOU SHOULD JOIN THE CONVERSATION vrijdag 7 oktober 11
  • 46. TRANSPARENCY ROLL WITH IT vrijdag 7 oktober 11
  • 47. Influencer marketing . vrijdag 7 oktober 11
  • 48. INFLUENCER MARKETING WHY 76% of people think companies lie in ads Edelman Trust Barometer 2009 vrijdag 7 oktober 11
  • 49. INFLUENCER MARKETING WHY 3.000 the average number of ads we see every day and we only remember 5 vrijdag 7 oktober 11
  • 50. INFLUENCER MARKETING WHY 70% of people trust experts more than friends. (Source: Edelman Trust Barometer 2011) vrijdag 7 oktober 11
  • 51. HOW CAN YOU MEASURE INFLUENCE? vrijdag 7 oktober 11
  • 52. INFLUENCER MARKETING TOOLS Handy! Right? vrijdag 7 oktober 11
  • 53. INFLUENCER MARKETING TOOLS Handy! Right? vrijdag 7 oktober 11
  • 54. CASE VIRGIN & KLOUT vrijdag 7 oktober 11
  • 55. CASE SPOTIFY & KLOUT vrijdag 7 oktober 11
  • 56. INFLUENCER MARKETING S O U N D S FA M I L I A I R ? SOUNDS LIKE vrijdag 7 oktober 11
  • 57. INFLUENCER MARKETING W H AT ’ S E V E N W O R S E . . . THEY MAKE YOU SCREAM ABOUT IT vrijdag 7 oktober 11
  • 58. CASE THE WIZARDING WORLD OF HARRY POTTER BIG Plans BIG Budget 7 People Webcast 350 M People vrijdag 7 oktober 11
  • 59. INFLUENCER MARKETING I T ’ S A S H I F T I N C O M M U N I C AT I O N Bought Owned Owned Earned Bought media media media media media Earned media Website Buzz Ads Email Posts Seeding Facebook page RT’s Spots Twitter account Traditional Model vrijdag 7 oktober 11
  • 60. SO WHY do brands still spend so much on advertising? vrijdag 7 oktober 11
  • 61. Influencer identification vrijdag 7 oktober 11
  • 62. IDENTIFICATION OF INFLUENCERS It all starts with one question... vrijdag 7 oktober 11
  • 63. IDENTIFICATION OF INFLUENCERS How do you measure influence? vrijdag 7 oktober 11
  • 64. IDENTIFICATION OF INFLUENCERS vrijdag 7 oktober 11
  • 65. IDENTIFICATION OF INFLUENCERS Network Growth Mentions Absolute data vrijdag 7 oktober 11
  • 66. IDENTIFICATION OF INFLUENCERS An example to illustrate the problem with relying on automated tools is the Twitter PR disaster that from fashion designer Kenneth Cole during the Egyptian revolution. After sending out the tweet below Kenneth Cole’s influence doubled but it certainly did not help his brand. In this example it’s shown that tools like Klout lack to interpret sentiment and intention data. They are a measure of reach and amplification (often limited to a few sources) but not true market influence. vrijdag 7 oktober 11
  • 67. IDENTIFICATION WHO DO YOU TRUST WHEN IN FINANCE? 100% Klout 100% Relevant vrijdag 7 oktober 11
  • 68. IDENTIFICATION W H O Y O U T R U S T D E P E N D S O N R E L E VA N C Y It’s simple: Without relevancy it just doesn’t feel right. vrijdag 7 oktober 11
  • 69. IDENTIFICATION OF INFLUENCERS How do you measure influence? vrijdag 7 oktober 11
  • 70. IDENTIFICATION OF INFLUENCERS Let me give you a hint vrijdag 7 oktober 11
  • 71. IDENTIFICATION OF INFLUENCERS Sentiment Relative data True influence vrijdag 7 oktober 11
  • 72. IDENTIFICATION OF INFLUENCERS vrijdag 7 oktober 11
  • 73. IDENTIFICATION OF INFLUENCERS vrijdag 7 oktober 11
  • 74. IDENTIFICATION OF INFLUENCERS Automated tools can be valuable when identifying influencers but beware of the limitations. BUT: If people can win stuff, they will game the system. vrijdag 7 oktober 11
  • 75. IDENTIFICATION OF INFLUENCERS Consider: Using multiple tools, sometimes people don’t have to be influencers to make a point. vrijdag 7 oktober 11
  • 76. IDENTIFICATION PEOPLE AND PLACES Besides influential people there are also influential places vrijdag 7 oktober 11
  • 77. IDENTIFICATION PEOPLE AND PLACES Mapping social hotspots A social hotspot is a place on the web where your brand’s target audience discusses and shares relevant content. A hotspot can be a blog, a community, forum, special interest site, review site, Twitter page or even a fanpage or group on a social network. vrijdag 7 oktober 11
  • 78. INFLUENCERS & HOTSPOTS HOTSPOTS Hotspots are the most influential websites where your target audience come to talk about your brand, products or market. Hotspots are the perfect starting point to reach and engage them. It’s a means to communicatie more effectively. vrijdag 7 oktober 11
  • 79. IDENTIFICATION PEOPLE AND PLACES Rating should be based on three elements: 1 Authority 2 Activity 3 Audience vrijdag 7 oktober 11
  • 80. IDENTIFICATION PEOPLE AND PLACES Authority To what extent do people online perceive the influencer/hotspot as an authority within a specific field? Is the influential entity trustworthy and knowledgable? Does the shared opinion matter and can they rely on it? vrijdag 7 oktober 11
  • 81. IDENTIFICATION PEOPLE AND PLACES Activity To what extent is the influential active online. This is indicated by things such as the degree of responsiveness, updates, postings and interactions. vrijdag 7 oktober 11
  • 82. IDENTIFICATION PEOPLE AND PLACES Audience How big is the total audience reached? What is the outreach of the influential entity and how does it rank? How many visitors, followers, members, readers, likers, fans and friends does the influential entity have? vrijdag 7 oktober 11
  • 83. IDENTIFICATION PEOPLE AND PLACES Let me just say it’s a lot of handywork Some clues however vrijdag 7 oktober 11
  • 84. IDENTIFICATION PEOPLE AND PLACES Handywork involving: vrijdag 7 oktober 11
  • 85. IDENTIFICATION PEOPLE AND PLACES Handywork involving: vrijdag 7 oktober 11
  • 86. IDENTIFICATION PEOPLE AND PLACES Handywork involving: vrijdag 7 oktober 11
  • 87. IDENTIFICATION PEOPLE AND PLACES Handywork involving: vrijdag 7 oktober 11
  • 88. IDENTIFICATION PEOPLE AND PLACES Handywork involving: vrijdag 7 oktober 11
  • 89. Data presentation . vrijdag 7 oktober 11
  • 90. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB How does all this come together in an orderly way? vrijdag 7 oktober 11
  • 91. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB Put all the data in one system Ranked, categorized and fully connected vrijdag 7 oktober 11
  • 92. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB Sort Ranking Example Influencer Dashboard vrijdag 7 oktober 11
  • 93. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB vrijdag 7 oktober 11
  • 94. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB Area’s of expertise vrijdag 7 oktober 11
  • 95. Influencer outreach . vrijdag 7 oktober 11
  • 96. INFLUENCER OUTREACH WHY Identifying is only the beginning It’s what you do next that counts vrijdag 7 oktober 11
  • 97. INFLUENCER OUTREACH REMEMBER Influencers are NOT journalists vrijdag 7 oktober 11
  • 98. INFLUENCERUOUTREACH HOW TO SET UP AN O TREACH PROGRAM Define objectives and common ground Define relevance of the relation Define a suitable approach vrijdag 7 oktober 11
  • 99. INFLUENCERAOUTREACH N D DEFINE OBJECTIVES ND COMMON GROU Communication: brands own voice Further & deeper than a Define objectives and common ground Trust: Being mentioned by influencers builds Define relevance of trust amongst the communities they’re in the relation Branding: lasting conversation with Establishing a influencers minimizes negative perception Define a suitable around a brand in conversations which approach contibutes to a positive perception vrijdag 7 oktober 11
  • 100. INFLUENCERNOUTREACH N D DEFINE OBJECTIVES A D COMMON GROU Ties the influencer to a brand Define objectives and common ground Mostly no brandfan Define relevance of the relation Personal approach How to be relevant Define a suitable approach vrijdag 7 oktober 11
  • 101. INFLUENCERNOUTREACH N D DEFINE OBJECTIVES A D COMMON GROU It’s about the domains Define objectives around your brand and common ground Define relevance of > cooking the relation > cooking Define a suitable approach vrijdag 7 oktober 11
  • 102. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Provide a stage: increase their Give the opportunity to Define objectives and common ground following and influence Define relevance of the relation Define a suitable approach vrijdag 7 oktober 11
  • 103. CASEF T M O S T VA L U A B L E P R O F E S S I O N A L P R O G R A M MICROSO Offer expertise 4.000 out of in around 90 100 million Live in more than 90 Microsoft community countries technologies members vrijdag 7 oktober 11
  • 104. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Part of your communication: Knowledge, experience, credibility Define objectives and common ground Define relevance of the relation Define a suitable approach vrijdag 7 oktober 11
  • 105. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Part ofthem to communication: Connect your your product Define objectives and common ground Define relevance of the relation Use testimonials, product comparison video’s and use the packaging to tell it Define a suitable approach by for example a QR code. vrijdag 7 oktober 11
  • 106. CASE E L E V E N M O M S WALMART In september 2008 Walmart identified mommy bloggers as an influential group for their target audience This ‘Eleven Moms’ program had mommy bloggers test their products and write reviews Results: Brand favourability and trust increased by approximately 20% vrijdag 7 oktober 11
  • 107. CASE CONAGRA An unexpected surprise indeed Not exactly candid camera material vrijdag 7 oktober 11
  • 108. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Part ofcreate something with Let them your communication: Define objectives and common ground your product Define relevance of the relation If you’re in the food business, let them make recipies with your product or if Define a suitable you’re in travel, let them make their top 5 approach destinations. vrijdag 7 oktober 11
  • 109. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Involve in product development Define objectives and common ground ‣How would they improve your product ‣Let them try new products first hand Define relevance of the relation ‣Invite them for launch-events. ‣Use their feedback for product- innovation and - improvement. Define a suitable approach vrijdag 7 oktober 11
  • 110. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Involve in product development Define objectives and common ground Influencer signature product: Define relevance of the relation Create a special product line that’s developed together with influencers and actually bring these to market. Define a suitable approach vrijdag 7 oktober 11
  • 111. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Make them important Define objectives Give them front-row tickets and common ground Define relevance of the relation Create a stage for influencers on your Define a suitable approach events or at least give them VIP access. vrijdag 7 oktober 11
  • 112. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Make them important Define objectives Give them front-row tickets and common ground First to hear about new initiatives. Define relevance of First to be involved. the relation Let them break the news. Try to include quotes or opinions into press releases. Define a suitable approach vrijdag 7 oktober 11
  • 113. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Make them important Define objectives Give them front-row tickets and common ground Define relevance of the relation Define a suitable approach Show you mean it: Get them to meet the management. vrijdag 7 oktober 11
  • 114. INFLUENCERPOUTREACH D E F I N E A S U I TA B L E A P R O A C H Consider this Define objectives Before contacting! and common ground ‣Frequency: On which regular basis will there be contact? Make sure relevancy prevails Define relevance of the relation ‣Tone of voice: What is appropriate? Polite or informal? ‣Follow up: What is being done with the feedback? Ensure proper embedding in Define a suitable the organisation. approach vrijdag 7 oktober 11
  • 115. INFLUENCERPOUTREACH D E F I N E A S U I TA B L E A P R O A C H Consider this Define objectives Before contacting! and common ground ‣Proof: Show what has been done with ideas and feedback. If you’re in a stage in which this is not possible yet, Define relevance of communicate this. the relation ‣Organization: Who is in the lead? Ensure support from top to bottom. ‣Form: How to keep in touch greatly Define a suitable depends on your market and the type approach of people. Make sure to vary between digital and face-to-face contact. vrijdag 7 oktober 11
  • 116. FINALLYT I N T E R N A L I N F L U E N C E R S DON’T FORGE Focus on the inside too... Influencers working inside your own company are the most easy type to engage with: They like your brand and have in depth knowledge about it. They should be key in the influencer outreach program. Also, internal influencers might be an ideal starting point for embedding social media in your company DNA. vrijdag 7 oktober 11
  • 117. INTERACTIVE DEFINE YOUR OUTREACH PROGRAM vrijdag 7 oktober 11
  • 118. ING Red Bull Define domains that connect the audience to the brand Nespresso Define the basics of an outreach program Bertolli Zuid-Afrika vrijdag 7 oktober 11
  • 119. Recap influencer marketing vrijdag 7 oktober 11
  • 120. RECAP M A R K E T I N G INFLUENCER 1 TRUST 2 TALKS 3 TRANSPARENCY 4 NO AUTOMATED TOOLS 5 BOUGHT > EARNED 6 RELEVANT OUTREACH 7 EMBED vrijdag 7 oktober 11
  • 121. Some things to take with you vrijdag 7 oktober 11
  • 122. LISTENBTO YOURI N G ) I M P O R TA N T IT’S ABOUT EING (NOT FEEL INFLUENCERS That means attention from management too... vrijdag 7 oktober 11
  • 123. NOAONE-OFF N O C M PA I G N Continuous effect! vrijdag 7 oktober 11
  • 124. WE’RE O N L I N E C R E D I B I L I T Y & T R U S T HERE IT’S ABOUT TALKING ONLINE vrijdag 7 oktober 11
  • 125. NO IMONEY! KEEP T REAL Rewards are intrinsic and provide status and credibility. vrijdag 7 oktober 11
  • 126. Business card = Whitepaper vrijdag 7 oktober 11
  • 127. “Innovation distinguishes between a leader and a follower.” Quote: Steve Jobs John Meulemans john@3sixtyfive.co Twitter: @j0hn vrijdag 7 oktober 11