EARNED MEDIA REPORT AND SERVICES

E A R N E D M E D I A R E P O R T A N D S E R V I C E S

EVOLUTION OF OUR THINKING

BELIEF IN EARNED MEDIA

T I M E

DISCOVER INFLUENCER MARKETING IN AUSTRALIA BEGIN PAYING INFLUENCERS FOR CAMPAIGNS WITH BEAUTY BRANDS DEVELOP SOFTWARE TO HELP BRANDS MANAGE INFLUENCERS

PLUG INTO GOOGLE ANALYTICS AND FIND

NO CONVERSIONS

LOSE FAITH IN QUALITY OF CONTENT

BEING CREATED

MEET WITH P&G TO LEARN CONTENT REQUIRES GENUINE RECOMMENDATION

TO CONVERT

WORK WITH POP SUGAR AND FIND OUT

THAT BRANDS ARE STILL INTERESTED

WORK WITH NYX AND SEE MONUMENTAL SUCCESS USING THIS FORM OF MARKETING WORK WITH NPD GROUP AND FIND DIRECT CORRELATIONS WITH OFFLINE REVENUE GENERATED AND EARNED MEDIA

WHAT IS EARNED MEDIA?

B R A N D X

(MARKETING DEPARTMENT OR AGENCY)

T O

B E A U T Y C O N S U M E R

B E A U T Y I N F L U E N C E R

T O

B E A U T Y C O N S U M E R

O W N E D M E D I A E X A M P L E :

E A R N E D M E D I A E X A M P L E :

“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!”

> > > > >

> > > > >

E A R N E D M E D I A

:

P U B L I C I T Y G A I N E D T H R O U G H W O R D - O F - M O U T H M A R K E T I N G

A C C O M P L I S H M E N T S

CONNECTING THE DOTS

I LOVE THE DETROIT LIONS

SOMEONE WHO LOVES

BEAUTY

FOLLOWS MAKEUP

ARTIST ONLINE

SHARES EXPERTISE WITH

FRIENDS

I READ LIONS BLOG

I SHARE EXPERTISE WITH

FRIENDS

> > > > >

> > > > >

> > > > >

> > > > >

W H Y D O E S T H I S W O R K ?

O R G A N I C A U T H E N T I C

R E L A T I O N S H I P S

LESSONS FROM NYX

P E R C E I V E D V A L U E

I S T H E

R E A L V A L U E > A C T U A L C O S T

O F G O O D S

O F F L I N E P U R C H A S E S

> > > > >

O N L I N E M A K E U P A R T I S T B E A U T Y E A R LY A D O P T E R S B E A U T Y C O N S U M E R B A S E

NYX COSMETICS: A CASE STUDY

1 . T H E Y D I D N ’ T PA Y F O R T H I S

2 . T H E Y D I D N ’ T K N O W I T W A S G O I N G T O H A P P E N

3 . I T G O T T H E M

1 . 7 M V I E W S

E M V Q 2

R E V L O N : $ 1 2 , 4 1 5 , 0 5 0

C O V E R G I R L : $ 7 , 2 2 8 , 3 9 6

B E T H A N Y M O T A

“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.”

• 6 0 % + A N N U A L R E V E N U E G R O W T H F O R O V E R 5 Y E A R S

• A C Q U I S I T I O N B Y L' O R É A L F O R $ 5 0 0 M I L L I O N

PAID MEDIA VS EARNED MEDIA

VS

G L A M O U R M A G A Z I N E

C I R C U L A T I O N : 2 , 3 1 8 , 2 5 1

T Y P E : PA I D M E D I A

C O S T : $ 1 0 0 , 0 0 0

75,000 NYX BLUSHES

5 BLUSHES EACH

B E T H A N Y M O T A

V I E W S : 1 , 7 5 7 , 3 3 7

T Y P E : E A R N E D M E D I A

C O S T : $ 0

HOW WE SOLVE THE PROBLEM

∞

O N L I N E I N F L U E N C E

_{A W A R E N E S S}

B R A N D

S O C I A L D I G I T A L

M A R K E T I N G

C O M M U N I T Y

O F I N F L U E N C E R S

C O N N E C T I N G T H E D O T S B E T W E E N

S O C I A L / D I G I T A L M A R K E T I N G A N D R E V E N U E

O F F L I N E S A L E S

R E V E N U E

WHAT MAKES US UNIQUE

I D E N T I F Y E V_AL U A TE DRIVE U N D E R S T A N D R E L A T I O N S H I P S I N D U S T R Y S P E C I F I C K N O W L E D G E T U R N K E Y T E C H N O L O G Y S O L U T I O N S

W E U N D E R S T A N D T H E W A Y R E V E N U E I S D R I V E N

T H R O U G H E A R N E D M E D I A F O R B E A U T Y B R A N D S .

TECHNOLOGY

1 . B A S E D U P O N D A T A C O L L E C T E D F R O M T H E T O P 5 0 , 0 0 0 I N F L U E N C E R S I N B E A U T Y, F A S H I O N , A N D L I F E S T Y L E I N D U S T R I E S . O U R P R O X Y F O R W O R D O F M O U T H V A L U E B E I N G G E N E R A T E D A B O U T A B R A N D . 2 . S U P P O R T S U N D E R S T A N D I N G O F H O W Y O U R B R A N D I S P E R F O R M I N G I N T H E M O S T E F F E C T I V E A N D E F F I C I E N T M A R K E T I N G A V A I L A B L E .

E M V :

T R I B E D Y N A M I C S A L G O R I T H M F O R D E T E R M I N I N G T H E D O L L A R V A L U E O F E A R N E D M E D I A C O N T E N T . V A L I D A T E D B Y D A T A F R O M N P D G R O U P C O R R E L A T I N G E M V D I R E C T LY W I T H O F F L I N E R E V E N U E G E N E R A T E D I N S T O R E .

A R M :

P L A T F O R M D E S I G N E D T O H E L P B R A N D S M A N A G E T H E I R C O M M U N I T Y O F A M B A S S A D O R S A N D T R A C K V A L U A B L E R E L A T I O N S H I P S .

OUR PROCESS

S T A G E 1 :

I N I T I A L E V A L U A T I O N A N D R E C O M M E N D A T I O N S

C O M P E T I T I V E A N A LY S I S A N D P E R F O R M A N C E , I D E N T I F I C A T I O N O F R E C O M M E N D E D T A R G E T C O M M U N I T I E S A N D O N G O I N G E A R N E D M E D I A C A M PA I G N S .

S T A G E 2 :

I D E N T I F Y T A R G E T E D C O M M U N I T Y

U T I L I Z I N G T R I B E D Y N A M I C S E M V I N D E X , W E I D E N T I F Y T H E I D E A L I N F L U E N C E R S F O R E N G A G E M E N T B A S E D U P O N P R E V I O U S C O N V E R S A T I O N S , E N G A G E M E N T R A T E S , S O C I A L P L A T F O R M , A N D B R A N D S E N T I M E N T .

S T A G E 3 :

I M P L E M E N T A N D T R A I N

I M P L E M E N T A T I O N O F T R I B E A R M P L A T F O R M A N D T R A I N I N G O F E M P L O Y E E S I N B E S T P R A C T I C E S F O R M A N A G E M E N T O F B R A N D C O M M U N I T Y.

S T A G E 4 :

D A T A E X P L O R A T I O N A N D P E R F O R M A N C E T R A C K I N G

U T I L I Z I N G T R I B E D Y N A M I C S A R M P L A T F O R M , Y O U W I L L B E A B L E T O T R A C K O N G O I N G P E R F O R M A N C E O F I N D I V I D U A L I N F L U E N C E R S A N D C A M PA I G N S .

S T A G E 5 :

C O M P E T I T I V E R E P O R T I N G A N D S T R A T E G Y R E V I E W

O F F E R I N G O N G O I N G C O M PA R A T I V E B R A N D A N A LY S I S O N A M O N T H LY O R Q U A R T E R LY B A S I S .

T R I B E D Y N A M I C S

TRIBE DYNAMICS TECHNOLOGY PRICING

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 brand-specific 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

$5,500 Per Month 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

$10,000 Per Month

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

Quotes available upon request for Program Establishment plus Bespoke

Management services. STAGE ONE: PROGRAM ESTABLISHMENT STAGE TWO: PROGRAM REFINEMENT STAGE THREE: SELF-SERVICE

A LA CARTE SERVICES FULL SERVICE

TRIBE DYNAMICS

- CONNECTING THE DOTS

BETWEEN EARNED MEDIA AND REVENUE

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