P.O.E.M. marketing - The Rise of Earned Media

GOOD MORNING!
Dominique mangiatordi
@mangiatordi

SATURDAY
Ice breaking introductions………45min
Plan of the week…….10min
Groups setup + Peak me up……….15min
____
Intro P.O.E.M. ….……15 min
Brand workshop ….……90 min
____
Break 
____
Paid media…….…60 min
Owned media…….…60 min
Earned media…….…60 min
Paid Media
Old classics (aka “above the brand”)
Focus on digital (and why?)
IAB standards
SEM
YouTube video ads
Owned Media
What can you own?
Website
Blog and Blog extension/curation
Video Channel
Social Network ‘own’ spaces 
SEO
Earned Media
UGC
Curation
C2C Education
Reviews
Blogging
Inﬂuencer Marketing

PAID
media
owNED
media
EARNED
media
YOUR 
BRAND
Advertising
TV, Radio, Cinema
Press and paid PR
Banners
Adwords
Display
Afﬁliate Program, Partnerships, Charities,
Sponsoring, Celebrities, Product Placement
Incentive
Lovebrand Effect
Ads virality
Scarcity & impatience
Elitism
Content
UGC
Curation
C2C Education
Reviews
Blogging
Loyalty
Response
Advocacy
Ambassadors
Inﬂuencer MKT
Catalogues
Website
Blog
Social network pages 
Video Channels
Digital properties

BRAND
it has to start  
with YOUR

‘The earlier on in your company’s journey that
you can uncover your brand’s true identity –
the character your brand is meant to live out –
the sooner your team can begin living it and
leaving a lasting impression in your audience’s
minds’
— Sunny Bonnell

YOUR 
BRAND
YOUR 
PURPOSE
YOUR 
GOALS
YOUR 
VALUES
YOUR 
VOICE
 
BRAND
building
basics

PASSWORDS
PLAY IN PAIRS  
 
One person looks at the brand on the screen,
the other is turned back.
Describe it to the partner using one-word clues.
After each clue, the partner makes a guess.
WARMUP EXERCISE

“A brand is an idea that you stand
for, made real by what you do and
expressed through your
personality.”
- Wally Olins

Wholesome,
loveable, safe
dangerous,
RUDE, DIRTy

THE FIRST LAW OF BRANDING IS
FOCUSOWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND

“The main purpose of branding
is to get more people to buy
more stuff for more years at a
higher price.”
Brand building is your  
best long-term investment.

THE  
BRAND
LADDER
Building brand equity is a sequence of steps,
where each step is dependent on successful
completion of the previous one.

LEVEL #1 Awareness
LEVEL #2 CONSIDERATION
LEVEL #3 preference
LEVEL #4 RELATIONSHIP
LEVEL #5 LOYALTY
ULTIMATE LEVEL
irratiONAL LOVE
THE  
BRAND
LADDER

a  
BRAND
is nOTHING 
MORE THAN a
STORY!

let’s start  
our jOurney !

4 groups, 4 brands to build
3 years plan: P.O.E.M. scheme
Points for the group + individual bonus points
Shared case group penalty: 5%
Budget 400 Billion Dongs
Watch out!
let’s GAMIFY  
OUR jOurney !

ELECTRIC
CAR
 
FASHION
CLOTHES
YOUR 
BRAND
COSMETICS CONNECTED
Object
YOUR 
BRAND

cONSTRUCTING A BRAND DNA
BRAND
DNA
POSITIONING
TARGETING
VISION
PERSONALITY VALUES
CORE PURPOSEPRODUCT/BENEFIT

UBER BRAND DNA
POSITIONING
TARGETING
VISION
PERSONALITY VALUES
CORE PURPOSEPRODUCT/BENEFIT

“In the factory we make cosmetics.
In the drugstore, we sell hope.”
- Charles Revson

Value proposition
A brand’s value proposition is a statement of the rational, emotional,
and selfexpressive beneﬁts delivered by the brand that provide
value to the customer.
• Rational: Provides functional utility to the customer
• Emotional: Gives the customer a positive feeling
• Self-expressive: Reﬂect the customer’s self-image

POTENTIAL
CUSTOMER
YOUR
PRODUCT
AWESOME PERSON
WHO CAN DO
INCREDIBLE THINGS
This is not  
what you sell !
This is !

What’s our core purpose?
• Our core purpose is our business’s most fundamental
reason for being.
• It’s not the same thing as our current product offering; rather
it’s an idealistic view of the reason we do what we do.
• Our core purpose is never about maximising revenue or
shareholder value.

“To solve unsolved problems
innovately.”
-3M

“To experience the emotion of
competition, winning, and
crushing competitors.”
-Nike

“To help people achieve their
ambitions, in the right way.”
-Barclays

“To make people happy.”
-Walt Disney

2
BIG HAIRY  
AUDACIOUS GOAL

The Big Hairy
Audacious Goal
• Engages people-grabs them in the gut!
• Is tangible, energising, highly-focused
• Needs little or no explanation
• The goal provides a unifying point of
effort and creates tremendous team
spirit.

We will create products that become pervasive around the world.
We will be the ﬁrst Japanese company to go into the American
market and distribute directly. We will succeed with innovations like
the transistor radio that American companies have failed at. Fifty
years from now, our brand-name will be as well known as any on
Earth and will signify innovation and quality that rivals the most
innovative companies anywhere. “Made in Japan” will mean
something ﬁne, not shoddy.
Guess who and when…

I will build a motor car for the great multitude. It will be so low in
price that no man making a good salary will be unable to own one
and enjoy with his family the blessing of hours of pleasure in God's
great open spaces. When I'm through, everybody will be able to
afford one, and everyone will have one. The horse will have
disappeared from our highways, the automobile will be taken for
granted and we will give a large number of men employment at
good wages.

We want to increase human potential.  
We want humans to do what is today
humanly impossible.

2016
(hidden statement. Works also for Elon Musk, in non-hidden mode.)

PASSWORDS
FIND YOUR 
PURPOSE AND GOAL 
For each group.
Enjoy!
EXERCISE

“Those are my principles
and if you don't like them…
well, I have others.”
-Groucho Marx

CORE VALUES
• Values are the qualities and virtues we care most deeply about.
• Values come from within. A slice of our company’s genetic code.
• Values stand the test of time, and we hold on to them through
thick and thin.
• Values aren't what we want to be - they are what we actually are.
To support our brand, values also need to be compelling to
customers, relevant to our product category, and be
meaningfully distinctive.

VALUES MUST BE…
• Authentic
An accurate representation of our organisational culture
• Shared
Ready to be stated publicly
• Held
Accountability, even when difﬁcult
• Lived
Used as a recruitment and performance measure

BRAND VALUES
ARE THE SHARED VALUES OF
PEOPLE
VALUES ARE UNCOVERED, NOT CREATED.

VERBALISING VALUES
Values are best expressed as verbs.  
Nouns can’t be actioned.
• One-word values need further explanation.
• Punchy phrases are easier to remember.
• ‘Go big or go home’ is better than ‘Ambition’
• ‘Talk to anyone, anytime’ is better than ‘Communication’
• ‘Always exceed expectation’ is better than ‘Customer-focus’

Core Values Candidates
Always be inventing
Never know everything
Support our communities
Take Vietnam to the World
Make a customer’s day, every day
…

Meaningful opposites
Customer-facing values must be true, interesting, relevant and distinctive.
Avoid talking about values that are a ‘given’: Honesty, Reliability, Integrity, Respect… 
“Honest”
“Reliable”
“Easy-to-Use”
“Market-Leading”
“Simply the Best”
…

Be Distinctive!
A distinctive value is like a fork in the road
• Maximising service vs. minimising price
• Focused on tradition vs. Focused on the future
• Concerned with privacy vs. Promoting sharing
• Empowering the individual vs. Empowering
communities

PASSWORDS
Your company needs values. 
What is the spirit of your company?
What are the core values you  
are able to share in your group?  
NAME it, DESCRIBE it.
EXERCISE : VALUES

Testing values
If you could retire tomorrow,  
would you continue to hold this value?
Would you personally hold this value  
even if you were not rewarded for it?
Would you want your organisation  
to stand for this value in 100 years?
Would you want to hold this value,  
even if it became a competitive disadvantage?

“I'm convinced that it is
feelings, and feelings alone,
that account for the success of
the Virgin brand and all its
myriad forms.”
- Richard Branson

Expressing personality
• Know your personality archetype(s)
• Deﬁne your personality traits and limits
• Place yourself among friends and neighbours
• Create a voice and tone guide

Freedom Belonging
Stability/Control
Risk/Achievement

The innocent’s core desire is to be free and
happy, and their biggest fear is to do
something wrong and be punished for it.
The innocent customer is naturally drawn to
optimistic brands. Guilt-inducing
advertising is likely to repulse them.
Innocent brands promise simplicity.
THE INNOCENT

The nurturer is driven by their need to protect
and care for others, and hate selﬁshness and
ingratitude for their sacriﬁces. They want to be
recognised for their effort, without being
patronised.Nurturer brands offer protection,
safety and support. The worst thing that can
happen to them is that their products are
shown to be harmful or exploitative.
Nurturer brands promise recognition.
THE CARE GIVER

Hero customers value quality and efﬁciency
in their products. They like to think their
consumer choices will put them ahead of
everyone else, and aren’t likely to be
swayed by cute or funny adverts.
Hero brands promise triumph.
THE HERO

The regular guy or girl only wants to
belong and feel a part of something, and
their greatest fear is to be left out or to
stand out from the crowd. Regular guy
businesses are honest and dependable.
The worst thing to happen to a regular guy
business would be for them to appear
greedy or elitist
.
Regular guy brands promise belonging.
THE REGULAR GUY

The creator is driven by their desire to
produce exceptional and enduring works,
and they are most afraid of mediocrity.
Creator brands often position themselves
as the key to unlocking a creator’s creativity.
The worst thing a creator brand can be
perceived as is inauthentic or ‘sell-out’.
Creator brands promise authenticity.
THE CREATOR

Craves revolution or revenge, and their
greatest fear is powerlessness. Outlaw
brands position as an alternative to the
mainstream - make an effort to stand out
and are likely to have a cultlike following.
The worst thing to happen would be to be
bought out or become too popular.
Outlaw brands promise revolution.
THE OUTLAW

The lover lives to experience pleasure in their
relationships, work and environment, and
they fear being unwanted and unloved. Lover
customers value the aesthetic appearance of
goods and services, that will make them seem
more attractive to others. Brands are
glamourous and sensual. Ads will typically
focus on how the product feels for the
customer.
Lover brands promise passion.
THE LOVER

The magician wants to understand the
universe and their place in it, but they fear
unintended negative consequences of their
exploration. Magician customers need to feel
they can grow wiser or inﬂuence people by
using your products. Magician brands
promote themselves as the gateway to
transformative knowledge and experience.
Magician brands promise knowledge.
THE MAGICIAN

THE MAGICIAN
This ad from Disney doesn’t focus
on the rides or shows at
Disneyland – instead they focus on
the experience of a family visit.
They address the individual viewer
directly, positioning them as the
keeper of knowledge and
experience – with the power to
inﬂuence their child’s happiness.

The ruler is driven by their desire for power
and control, and they are most afraid of chaos
and being overthrown.Ruler customers are
naturally dominant and will not appreciate
patronising or ‘dumbed down’ advertising.
Ruler brands speak authoritatively, often
spreading the idea that they are the lead in
their ﬁeld.
Ruler brands promise power.
THE RULER

This Rolex ad oozes power and
luxury. The protagonist is a
successful leader of his ﬁeld, living
an afﬂuent lifestyle and navigating
life with ease and dignity – a potent
ideal for an aspiring ruler.
THE RULER

The Jester wants to live in the moment and
enjoy life, and they fear boredom above all
else. At their best they are joyful, carefree and
original, at worst they are irresponsible, cruel
and frivolous. Jester customers ﬁnd regular
adverts boring, but will love anything unusual
or playful – especially ads that make light of
the seriousness of life.
Jester brands promise entertainment.
THE JESTER

This Old Spice ad is pure
silliness. The product itself
doesn’t even feature – in fact,
the entire format of an ad is
subverted in favour of a surreal
joke. However, it guarantees a
lot of views and shares from
young jesters and their
communities.
THE JESTER

The sage seeks the truth and wants to ﬁnd the
wisdom in every situation. Their biggest fears
are being misled and being ignorant. Sage
customers believe that knowledge comes
from growth, and constantly look for new
sources of information. They prefer ads which
challenge them to think in a new way.
Sage brands promise wisdom.
THE SAGE

This advert from National
Geographic states a series of
quasi-philosophical statements
against a backdrop of historical,
natural and sociological
scenery that gives their
statements authoritative weight.
It celebrates curiosity, would
strongly appeal to anyone who
valued developing their
understanding of the world.
THE SAGE

The explorer craves adventure and wants to
discover the world for themselves. They fear
conformity and inner emptiness. Explorer
customers embrace brands that promote
freedom and self-discovery, especially those
that invite the customer to embark on a
journey with them.
Explorer brands promise freedom.
THE EXPLORER

Not sure that this Go Pro Ad is
the one that describes the best
their ‘explorer’ personality.
 
But I loved it too much!
THE EXPLORER

‘The earlier on in your company’s journey that
you can uncover your brand’s true identity –
the character your brand is meant to live out –
the sooner your team can begin living it and
leaving a lasting impression in your
audience’s minds’
— Sunny Bonnell

https://www.characterlab.com/try-it-out/
CHECK YOUR BRAND PERSONALITY

PAID
media
YOUR 
BRAND
Advertising
TV, Radio, Cinema
Press and paid PR
Banners
Adwords
Display

A FEW WORDS  
ABOUT ‘CLASSICAL’ MEDIAS

CLASSICAL RADIO
is ‘eaten’ by the internet and the profusion of
other ways to get audio content.
(or will be soon)

CINEMA
The used-to-be-called “Media 100%”

“ TV as a traditional medium is still important.
When we run a heavy TV schedule, we see a
lift in sales and product awareness. We need
to run two weeks of digital to get the reach of
one day of broadcast.”
— Rich Lehrfeld, Senior VP of Global Brand Marketing &
Communications, American Express (Ad Age, April 2016)

TV ‘Brand building ads’
(2 weeks - replaced by Impulse Ads)
TV ‘Impulse effect ads’  
(7’ after broadcasting)
TV ADS

#1
Across the industries examined, TV has the
highest relative efﬁciency in achieving KPIs,
meaning at a given level of spend TV
generates more business outcomes, when
compared to other online and ofﬂine media
channels.

#2
Marketers can use advanced analytics to optimize
TV spend more effectively. Leveraging high-
frequency data to glean quicker performance
insights can help advertisers reallocate resources
by TV type, network, creative, and day part to
signiﬁcantly impact results.

#3
Online video ads attached to premium streaming
content are more effective than user-generated
platforms. With the explosion of sharing platforms,
professionally produced content is seen to be the
most impactful. And in new analysis geared toward
measuring addressable, Behavioral Targeting required
the fewest impressions to generate an interaction.

But we are here to talk about DIGITAL
marketing, aren’t we?

• Google Analytics (of course)
• Facebook Ad Metrics
• Lead Forensics
SOME TOOLS 
I USE

This is becoming  
too complex
 
(and yes, you need a data analyst in your marketing team)

AND THEN 
PAID SOCIAL MEDIA  
APPEARED

LEVEL #1 Awareness
LEVEL #2 CONSIDERATION
LEVEL #3 preference
LEVEL #4 RELATIONSHIP
LEVEL #5 LOYALTY
ULTIMATE LEVEL
irratiONAL LOVE
THE  
BRAND
LADDER
THIS IS WHERE
THE MAGIC HAPPENS= BUY !

Once upon a time, brands could rely on their owned social
channels to drive results through social. The billions of people
active on social media were all accessible – and at a very low
cost. If you built it (as in: your fan base), they would come. You
could create a social media empire completely through
organic methods. And considering all the races to that ‘1
million followers’ mark, that’s what a lot of brands tried to do.
But the golden age of organic reach is over.
Social media is no longer free

THE  
AWARENESS
Galaxy
DISPLAY ADS
INSTAGRAM ADS
GMAIL ADS
TWITTER ADS YOUTUBE IN-DISPLAYS
BING NATIVE
FACEBOOK ADS LINKEDIN ADS
YOUTUBE IN-STREAMS
DYNAMIC SEARCH ADS

How to buy
Before you buy your ﬁrst Facebook ad, you’ll need to set up a
Facebook business page. Once your page is ready to go, you
can head over to the Facebook Ads manager to create your
ﬁrst ad.

Step 1: Choose your campaign objective
Facebook offers 15 different campaign objectives, broken
down into the three broad categories of awareness (boost
posts, increase brand awareness), consideration (app installs,
lead collection), and conversion (website conversions, visits to
your ofﬂine store).

Step 2: Choose your target audience and placement
Keep an eye on the meter on the right side of the page that indicates
the breadth of your audience selection, along with the estimated daily
reach chart on the bottom right.
Notice that Instagram is among the placement options.

Step 3: Set your budget and schedule
You can choose a daily or lifetime budget, then set start and end dates
for your ad or set it to start running right away.

Step 4 : Create your ad
You can choose to create a new ad or use an existing post. If creating a
new ad, you ﬁrst choose whether to use a single image, a single video,
or a slideshow, then enter the text of your ad. On the right side of the
page, you can preview what the ad will look like in various formats.

THE  
CONSIDERATION
Galaxy
LANDING PAGES
REMARKETING
VOUCHERS
DYNAMIC REMARKETING REVIEWS
YOUTUBE REMARKETING
SELLER RATINGS RLSA
COMPETITOR BIDDING
BRAND BIDDING
Remarketing lists for search ads

Remarketing is the most powerful marketing invention since TV!
Remarketing is a clever way to connect with visitors to your website who may not have
made an immediate purchase or enquiry. It allows you to position targeted ads in front
of a deﬁned audience that had previously visited your website - as they browse
elsewhere around the internet.

THE  
PREFERENCE
Galaxy
GOOGLE SEARCH
YOUTUBE INDISPLAY
RLSA
RLSA REVIEWS
FACEBOOK PRODUCT ADS
PLAs REMARKETING
AMAZON ADS
GMAIL ADS
Product Listing Ads

Build a paid media  
strategy for your group project
What are the right channels for your brand?
What budget% will you allocate for each?
Make a plan for 2018
EXERCISE : PAID MEDIA

PAID
media
owNED
media
YOUR 
BRAND
Advertising
TV, Radio, Cinema
Press and paid PR
Banners
Adwords
Display
Afﬁliate Program, Partnerships, Charities,
Sponsoring, Celebrities, Product Placement
Incentive
Catalogues
Website
Blog
Social network pages 
Video Channels
Digital properties

Owned media is media that you own. At the most basic
level, owned media can be your company blog. You have the
chance to better control your message, and you don’t have
to worry about whether you are getting coverage from an
outside source
OWNEDMEDIA

Owned media is managed by the brand itself. Owned Media
includes all channels owned by a company or brand, like a
website, service pages, a blog, and social media channels,
and illustrates a brand’s content strategy. As the interface
between a company and its audience, it reﬂects the brand’s
image.
OWNEDMEDIA

THE  
OWNED MEDIA
Galaxy
FACEBOOK PAGE
BLOG
PHYSICAL MEDIA 
(Catalogue…)
YOUTUBE CHANNEL
WEBSITE
EVENTSSTANDS
STATIONERY 
(Business cards, cars…)

Airbnb, the trusted community marketplace, was founded in
San Francisco in 2008 and by now is one of the easiest ways to
engage with locals while traveling. Or, as the website itself
states, people can “book unique homes and experience a city
like a local”. Airbnb successfully created an appealing website
that is simple to use for hosts and guests.

The search tool can be easily individualized for personal needs
and the map provided during the search gives a better
overview of the places available. Moreover, Airbnb suggests
destinations and places to website visitors as well as local
experiences which can also be booked through the website.
The app for smartphone and tablet is likewise perfectly
conﬁgured and easy to use.

Additionally, the community marketplace launched great
campaigns matching its content strategy as well as its business
concept in general. Past February, Airbnb created an
emotionally loaded ad for the Super Bowl 2017 using
#weaccept to spread tolerance towards other cultures and
religions.

LANDING PAGES RAISE AWARENESS AND CALL TO ACTION
The Australian ofﬁce launched a similar campaign this June,
also sending a political statement to protest Australia’s lack of
marriage equality. In this context, Airbnb created a meaningful
and simple visualized landing page.

Airbnb’s landing page for the brand’s campaign “until we all belong”

THEY USE OWNED MEDIA TO CLARIFY THE BRAND.
Airbnb has clearly chosen this content strategy for connecting
political and social topics with the brand’s philosophy.

The brand’s Instagram account with more than 2,3m followers and a growth
rate of 2.4% shares approximately 1-2 photos a day displaying healthy food
ideas. In doing so, Whole Foods reposts the content of food bloggers with
whom the market collaborates with. The brand mixes its Owned and Earned
Media in its strategic approach on Instagram.

Whole Foods also implements two blogs into their content strategy. The ﬁrst blog is mainly
about healthy food ideas and recipes. We know that Whole Foods is not the only grocery store
providing recipes or food ideas but it is still a clever strategy to increase the value for existing
customers and attract new ones.
Whole Foods is active on Instagram, Facebook, Youtube, Snapchat, Twitter, AND Pinterest and
distributes its content perfectly on all channels as well as on the company’s cover page.
The second blog is operated by Whole Food’s CEO John Mackey. With this, the brand
appears more approachable and forms an emotional bond towards the customers.
With Whole Food’s contextual creativity throughout all of its channels, the brand spreads
its idea of high quality, organic and healthy food successfully.
NOT ONLY ONE 
BUT 2 BLOGS

Build a OWNED media  
strategy for your group project
What content will you create and own?
How and where will you display it?
Make a plan for 2018
EXERCISE : OWNED MEDIA

Earned media (or free media) refers to free publicity made by
people, gained through promotional efforts other than paid
media advertising, which refers to publicity gained through
advertising, or owned media, which refers to branding.
EARNEDMEDIA

Let the customers do the talking!
USER GENErAtedcontent

Customers are confronted with so many
branded content that we easily tune it out.
 
The more ‘salesy’ it feels, the more likely we
are to disregard it. But businesses need to
communicate with their audiences…

In the last 10 years, number of branded messages  
we are exposed to per day has nearly tripled  
from 3,500 to 10,000.

Our Mobile Lifestyle and waning  
attention spans makes achieving consumer
awareness increasingly difﬁcult.

1. Rise above the noise
2. Provide Social Proof
3. Amplify Customer Voices
USER GENErAted
RULES

What are they saying?
What are they doing?
How can you emulate those experiences?
PEOPLE LIKETO HEAR FROM
THEIR PEERS

A psychological phenomenon where
people assume the actions of others in an
attempt to reﬂect correct behaviour for a
given situation.
SOCIAL PROOF

We are inﬂuenced by the behaviours and
experiences of others
SOCIAL PROOF

Let the inﬂuencers do the talking!
7 STEPS
INFLUENCERMARKETING

A great inﬂuencer marketing campaign
starts with knowing the channels where
your consumer lives online.
KNOW YOUR AUDIENCE,
CONSUMER & THEIR INTERESTS.
STEP #1

For instance, if you’re looking to target guys age 18 to 34, then
YouTube channels centered around the latest tech reviews,
gaming, and gear are great places to ﬁnd this particular
audience.
Similarly, if your brand is looking for females age 18-34, fashion
blogs and popular YouTube beauty channels provide some of
the best places online to market your product or service.
KNOW YOUR AUDIENCE,
CONSUMER & THEIR INTERESTS.

Before you start an influencer campaign, define your
Key Performance Indicators (KPIs). This largely helps
to determine which influencers and channels are the
best to select.
SET CAMPAIGN
OBJECTIVES & KPIs.
STEP #2

Once you’ve determined your KPIs, review and
evaluate the inﬂuencer channels that can best achieve
your objectives.
EVALUATE THE RIGHT
INFLUENCER MEDIA
& CHANNELS.
STEP #3

Each channel offers it’s own unique strengths and weaknesses.
If your primary objective emphasizes massive reach, YouTube is
optimal -- top channels can receive over 1M views per video
(top YouTubers usually also have high social reach on their
other adjoining platforms), but cost per impression (CPMs) can
be high. Due to the higher CPMs, certain YouTube
channels and categories may not be the best option if your
main objective is to drive outright ROI.
EVALUATE THE RIGHT
INFLUENCER MEDIA
& CHANNELS.

With each channel, budget usually
correlates to reach. Inﬂuencers quote rates
based off of their total reach, current market
rates, and advertiser interest.
 
Cyprien 
One of the most popular Youtubers in France. Can you afford him?
ALLOCATE YOUR  
CAMPAIGN BUDGET
STEP #4

Once you’ve determined your KPIs and budget, it’s
time to find the most relevant influencers to work with. Carefully
review each influencer’s content to make sure there’s an ideal
alignment with your brand. Check to see which products they
promote and link to within their channel.
RESEARCH THE RIGHT
INFLUENCERS FOR
YOUR BRAND.
STEP #5

Don’t be discouraged if you can’t always build a direct
relationship with an inﬂuencer. Working with managers,
networks, and agencies bring a new level of professionalism and
by standardizing industry practices.
Reach out to
your influencers.
STEP #6

Tracking methods, software, and code must all be set
up before your inﬂuencer campaign goes live.
Use your analytics to track and assess your campaign.
DETERMINE HOW TO
TRACK GOALS &
CONVERSIONS…and track it.
STEP #7

STEP #1 KNOW YOUR AUDIENCE
STEP #2 SET CAMPAIGN KPI’s
STEP #3 EVALUATE THE RIGHT CHANNELS
STEP #4 ALLOCATE YOUR BUDGET
STEP #5 RESEARCH THE RIGHT INFLUENCERS
STEP #6 REACH OUT
STEP #7 DEFINE TRACKERS & TRACK
NOW IT’s YOUR TURN!

P.O.E.M. marketing - The Rise of Earned Media

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