Research/ Interaction/ Visual design
XD, Sketch, Adobe CC
Partnerize is an affiliate marketing management platform that allows advertisers such as Adidas, Expedia & Lululemon to partner with publishers such as TopCashback and the likes, to use the Partnerize Platform to upload creatives & generate tracking links for publishers to extract and sell products to more audiences through their blog/ website. All clicks and conversions are tracked through the Partnerize Platform, and all the data collected through the tracking link is surfaced to both the Advertiser & Publisher, so they know what products are selling & how much commission is owed.
Lululemon are a Canadian athletic apparel retailer, and they are currently working with influencers to promote their range. An influencer promotes the brand's products or services through various media outlets such as Instagram and YouTube. Influencers must be trusted figures within a niche community and retain a loyal following. In addition, they typically possess knowledge or experience about what they are advertising. A popular fitness vlogger on YouTube with extensive knowledge in weight training and nutrition may be asked to do advertising for sportswear or a supplement company. On occasion, an influencer may not have experience relevant to the product they are advertising. In this situation, they rely on the trust and loyalty they have built within their community to influence their followers. Since Lululenon's target audience follow well-known fitness profiles, influencers are their gateway to their key demographics. Lululemon want to onboard influencers onto the Partnerize Platform so that they can work together seamlessly. Partnerize know that the Platform is not currently set up to support influencers, with the main issue being that it does not support social media and is a desktop platform, making it very difficult for use on-the-go.
In order to make a start on this project, I wanted to learn more about how Advertisers currently work with influencers and how they imagine working with them through Partnerize.
After speaking to the Parterize Customer Success team based in San Fransisco, it became evident that the majority of brands currently using Partnerize are relying heavily on influencers to sell their products and want to be able to source influencers through the platform & manage their relationship with them, similar to the way they manage their current relationships with publishers.
During research sessions with certain advertisers, I learned that marketing teams find influencers themselves by searching through instagram, then when they find a profile of interest, they copy Instagram handles, follower counts, engagement data & paste this information into Excel. It would make their jobs easier if Partnerize could assist with searching for influencers, and export data into a CSV file.
When searching for influencers, advertisers want to filter by reach, relevance, authority, influence, engagement, geo-location, social network metrics and languages. Advertisers also require a method in which they can provide guidelines/ specifications to influencers, as the influencer is in control of the brand's message, choosing how they would like to portray it, however, they must obide by some rules directed by the brand.
Firstly, I decided to look at other influencer marketing tools, to see how they manage influencers on their platforms. Alot of the tools I came across offer the service as a mobile app, since influencers are mostly always on the go, taking photos and uploading to social media through their mobile phone. Partnerize should also allow influencers to quickly copy tracking links and post directly to a social app like instagram.
For influencers to sign up, there must be the ability to connect all of their social accounts, to be able to pull information such as ranking, reach and engagemenet score. At the moment, Partnerize only has sign up with email address. An 'opportunities' tab for influencers, which would be similiar to the current marketplace setup we have on the Platform for Advertisers to invite publishers to a campaign, and for publishers to apply to work on a campaign.
Allow advertisers to search through influencers content to see if they've mentioned them in their posts before. Influencer rate cards, allows influencers to share info/ stats with an advertiser when they are applying to work on a particular campaign (from last 30 days). Audience data for influencer and advertisers. Brand affinity - Influencer A’s audience are more likely to be influenced by fashion, sports. Tag or reference