How have brands reacted to COVID-19 with their influencer campaigns, and who is being successful?
In this brilliant session, Lisa shares her thoughts, with evidence, on the following topics:
– How can brands continue connecting with their consumers?
– How can brands continue making assets, even without access to studios and proper equipment?
– And how can brands make the most of their budgets, despite them being slashed right now?
If you’d like more from Lisa and the TRIBE team too, you can book and lunch and learn with them just here :). PLUS, they’re offering £0 activation for The Marketing Meetup community right now on new campaigns. Just mention on sign up.
Lisa Targett is the General Manager of TRIBE – a self serve marketplace which connects influencers (and not just huge influencers either!) to brands.
Lisa herself is seen as on of the go to influencers in the influencer marketing scene. In two short years, she’s been integral in moving TRIBE to working with some of the world’s biggest brands, such as Waitrose, Rimmel, Amazon, TikTok, and Unilever. TRIBE itself is actually backed by the former CMO of Unilever, Keith Weed.
Lisa is a previous Marketing Meetup speaker, and someone we really came to admire. On the night of her last talk with the Marketing Meetup, and this is the first time this has ever happened, the AV broke at the venue meaning she couldn’t present slides, and yet still went on to tear up the stage with an informative, interesting talk – know that Lisa is a person we hold in high regard and have absolute respect for.
Joe Glover 0:05
Hello everyone and welcome to the fifth marketing webinar and the first ever on a rainy day which actually I think might turn in our advantage. I think there might be a few more folks here tonight.
Today we have the absolute pleasure of welcoming Lisa target. She’s the general manager of tribe which is self service marketplace which connects influencers and not just big ones, to brands. Lisa has self is almost a bit of a meta influencer because she’s influencers of the influencer marketing team. And in two years and 10 months, she has been integral in moving tribe to now be working with some of the world’s biggest brands such as Waitrose Remo Amazon tik tok Unilever. tribe itself is backed by the former CMO of Unilever, Keith weed, which in itself is pretty impressive.
Lisa is a previous marketing meetup speaker, and someone who I admire personally lots and lots
on the night after last talk, actually, and this was actually the first time this has ever happened and the last time it’s ever happened, but the screen didn’t work, meaning that those slides that Lisa lovingly prepared, couldn’t be presented on the night. And yet, and yet, she still went on to tear up the stage with an informative entertaining talk. Alongside the wonderful john Torrens, who presented later.
It was a great night and one that I’ll never ever forget, partly from terror, and partly because it was brilliant. Just know this. Lisa is someone I hold in high regard and have absolutely respectful I think she’s wicked.
Unknown Speaker 1:49
The reason this session in particular is relevant is that in the past few months, we’ve seen a monumental shift in how the world works. And I don’t know about you but a lot of the stuff that I
Unknown Speaker 2:00
I’ve been seeing in the world out there has been very much based on reassuring people and helping them on an emotional level. But in the business world, I’m yet to see many talks or many bits of information on how people are really acting with success.
Unknown Speaker 2:15
And you know, actually just starting to make make sense of the world. So I’m hoping by the end of this talk, Lisa, with access to similar data that she has will help us have a little bit of a view on that sort of stuff. And maybe just start to gain a little bit of information into how the world is working right now.
Unknown Speaker 2:33
Before we go ahead, there’s one thing which I really want to do, which is to thank the sponsors, all of whom have been absolutely unbelievable.
Unknown Speaker 2:42
I feel like it’s been a real privilege this past five, six weeks where folks have just been like,
Unknown Speaker 2:49
like the marketing we have is obviously incredible community. But so many people have been so lovely and just sent me a message every so often just sort of saying you’re doing an okay thing which is
Unknown Speaker 3:00
You know, honestly means the world.
Unknown Speaker 3:03
But while I’ve received this praise, it’s also really important that these sponsors get some praise too, because without them, we wouldn’t be able to do what we’re doing.
Unknown Speaker 3:14
I’ve sent an email earlier today, just to say, here’s the list. I’ll send it again afterwards, if I want to ask, it would just be too, for you to message these folks and just say thank you for your contributions. So I’ve mentioned them briefly. So pitch content, Cal fibre, red gate, Cambridge, Martin, college leader, brand recruitment, further third light, private and human. If you drop the folks behind these companies message afterwards, it really, really would go a long way and a long way to help in the marketing meetup.
Unknown Speaker 3:48
So, back to this session. Today, we’re gonna have a presentation, so it’s going to be a little bit like what we did for Rand Fishkin did the day a presentation and then there’ll be some opportunity for q&a. The q&a feature
Unknown Speaker 4:00
feature is found. If you wiggle your mouse, you’ll be able to find it down the bottom and ask questions in there.
Unknown Speaker 4:07
I have some questions too. You can ask them throughout the talk and afterwards or they will start answering them afterwards. With all that said, I just want to say a big big, big, big, big, big, big welcome to Lisa. And thank you so much for being here.
Unknown Speaker 4:24
Thank you, Joe. I reckon most of the attendees to your meetups come for you. Not the speakers, because you’re so lovely, but I’ll quickly share my screen with everyone. And I’m sure I’ll be told if you can’t see it. Hopefully you can see a lovely woman in Japan, Guinness at home. You’re all good. You got it.
Lisa Targett 4:47
So thank you all for having me tonight. I’m in a really fortunate position having watched a lot evolve over the last couple of weeks and working directly with
So many marketers to just see how they’re adapting to change. And I’m sorry, I didn’t come up with a more sort of millennial. No plan, I’m on a sofa and can’t.
But thankfully, I have a lot of beautiful images to distract everyone with as we go through this today. And I wanted to touch on a couple of things. One is who we are, and who tribe is, if you haven’t heard of us, and give you a little bit of a lowdown on some of those insights I’ve seen in the last almost six weeks, isn’t it and take you through some of the brands that I see I think are really modelling it and how they’re working with influences but also beyond that, and really thinking outside laterally about their marketing and adapting to the circumstances that they’re in as well, operationally, creatively, whatever that might be. And then hopefully leave you with some helpful tips and then opening up to the q&a, so please fire away as many
Questions possible, but a really poor job to job earlier that if I’m talking about market is adapting on the fly, then I might as well be able to say, whatever goes wrong and assume I think we’re cool with it. And if videos don’t work, apologies, I will send you a really thorough follow up later for anything that is disjointed. I think we’re all suffering a Wi Fi meltdown so and in short time is a self serve marketplace. And we exist purely to unlock the world’s creativity and help brands connect with their everyday consumers to celebrate them through beautiful content. And, you know, we really flip the model four or five years ago when this whole influence marketing thing was really starting to gain a bit of traction and instead of hand selecting influencers and then asking them to go create content that was always largely not that authentic and not that social. for social media, we decided to flip the model on its head and instead, we asked for
influencers are creators. They like to be told to craft ready made content in response to a brand’s brief upfront. And our promise to creators was always that we were going to put more opportunity to them, then they could access anywhere else. And with that opportunity every single week, every time they open our app, they would get to choose which brands they wanted to work with. Meaning, you know, authenticity was really always at the heart of the model, that there were real customers willing to go and spend their own money on a product. Otherwise, we would say why allow them to recommend that anyone else does. And also giving the power back to the brand to be able to review content up front, make sure it’s brand safe, make sure it’s relevant, and really shorten the cycle of feedback between creators and brands as they started collaborating together. So breaking that down a little bit more. The content upfront model is really really simple. A brand uploads a brief, create a submit that final content
Unknown Speaker 8:00
The bride and groom, their favourites and the creators rewarded within 24 hours. And that is really important in the current process because it kind of gives us some very specific USPS that have put us in the position to run over 250 campaigns in the last six weeks alone. And that is the safety is in the hands of the brand. Like I said, they see the content front, they see the captions, they can make sure that messaging is on point that they’re avoiding any PR crises, and also that they can adapt their messaging on the fly. It means that creativity is also at the forefront. So if you’ve got an inbox full of content from different creators who all love your brand, or want to celebrate their brand or their audiences, then you get to choose between that and often they’re competing creatively to stand out to a brand so it really ops the creative ante. Tonight enable your brand to stand out in people’s feeds.
Unknown Speaker 9:00
And then speed and scale are the two big ones that we’ve seen really benefit brands in the last couple of weeks. And I’ll go through some specific examples. But the fact that we pay creators in 24 hours, it’s not only great for a lot about freelance creatives that are out there really struggling, but it means that they are in the earning and really responsive to brand briefs. So brands can move as quickly as possible, with as little holding them back.
Unknown Speaker 9:26
So from a tribe perspective, in the last couple of weeks, we’ve really adapted ourselves by launching a podcast series, where we started talking to some of the world’s biggest marketers, and we had Mark Lipton on there and Tom Goodwin and Keith weed marketers from Donald’s and all over the world, and ask them, you know, what are the major questions that they’re grappling with at the moment and started to tackle them as everything unfolded? And, and these are the questions they came back with another one
Unknown Speaker 10:00
But I want to talk with everyone today and hopefully show you some examples of how marketers have gone about answering them. The first one is how can I continue connecting with my consumers in a lockdown circumstance? And I would say not even just lockdown because there’s going to be periods of change that we go through throughout different levels of lockdown for essential workers for not essential people in main cities. For people you know, who are more really connected. So you know, that question prevalent always, but in this certain circumstance? That’s been a big question. And the second one is, how do I get creative assets for my marketing right now when production houses are impacted? And the third one is, you know, I’m sure feeling this across the board in my budget has been cut. So how can I achieve more with less? What do I need to be doing to be more ROI focused than ever, and really make sure that my my budget is going as far as possible to trade trade my way through the period
Unknown Speaker 11:00
So let’s see tackling them one by one inspiring customer during lockdown, we’ve seen a couple of things start working. And the first one is brands who are really listening and responding to their consumers in real time. And those brands as well who are finding this moment to elevate their brands mission, and those who are working to tweak campaigns as information evolves, as well, whether that be news or government updates, and also it’s really important for brands to be responsible, you know, with all of this amazing brand activity and opportunities to communicate. You always want to make sure that again as a brand, the information you’re using is up to date and is safe for for social messaging as well. And this is an image actually from a Moonpig campaign, which is all about flowers. And the reason you know personalised cards because this was our first lockdown Mother’s Day where people
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Couldn’t physically be present with their families. I thought that was a really sweet campaign. So touching on listening like social sentiment is such an underrated and underutilised tool. This is an example from a McCain’s campaign, which was all about jacket, potatoes. And everyone loves the jacket potato and the easy especially no work lunches from home. You know, everyone’s been enjoying them. And my favourite thing about this campaign was, you know, the brand really allowed everyone to come up with their favourite feelings and then apparently hands down she knows most popular. And so it’s feeding insight back to the brand directly from not just their consumers who responded to the campaign, but their audiences as well. And you know, to iterate further and you can imagine, either McCain’s kind of taking this to another level to talk about, you know, feeling wars, or to talk about you know, levelling up the cheetah feeling, you know, what are all the different variants there, which I think is is a really, really sweet way to
Unknown Speaker 13:00
Listening and include the consumer voice, not just in your creative but in communications as well. This is a really great one, you know, Remo is all about living the London look. And you know, the London look just looks a little different right now. So they changed their campaign and this is an example of the brief that they gave out to creators to get all sorts of looks and you can see some of the approved submissions for changing their campaign to live the London look like staying home staying in, we’re still getting camera ready every day guys, you know, so it doesn’t change any opportunities for us to kind of put on a full face and you know, enjoy that ritual as we always work with Remo and I thought that was a really nice pivot, nice tweak to stay relevant. And in terms of being responsible, and staying up to date with with government messages. And this one was was a great example from all a protein who initially had a campaign live. It was sort of mid March actually pre locked down around work.
Unknown Speaker 14:00
counts as the lockdown started they changed everything to sort of pop up school
Unknown Speaker 14:07
you know local workouts outside and then you know evolve their campaign again to at home workouts, you know, making sure they weren’t actively encouraging consumers to go into open spaces and shared spaces, but instead work out from home which I thought was a really nice way to keep keep moving, keep tweaking and being reactive to real time information. And from a real time perspective as well. Nothing has changed more than you know, our home situation and for any parents out there that have kids. I unfortunately can’t relate and one day I will think back at this generation and just Marvel I’m sure but you know, having your kids at home having you know, trying to find different work from home spaces and for me, I really love this brief from Logitech about homeschooling, which is you know, it doesn’t matter what little space you have a corner of the kitchen table and edge of the coffee
Unknown Speaker 15:00
table, you know, you’re gonna own that space space, you’re doing homeschooling. And so I think, you know, creating these little spaces and having that brand, you know, live very differently to how they normally would, and also have a greater role, you know, because they’re interacting with that technology every day, maybe not just the homework periods, but throughout the day as well. It was great to see a brand kind of step up and take their mission a little bit further, but also respond and adapt to to the current setting and make the most of it as well. So there are some a couple of examples and I also wanted to show you just the magically campaigns we’re still seeing go live at the moment. This is a titan Lyle sugars one for supporting the NHS, we’re seeing loads of socially responsive campaigns, whether it’s supporting the clap for carers, McCann, you know brands are doing things on Thursday nights and scheduling posts. We store the light blue campaign which was you know, really trying to turn Instagram and actually
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blew, where people were doing nail art. And they were baking cakes,
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and doing face paint with kids and all sorts of things. This is Hellman’s Ramadan campaign. So obviously Ramadan was a little bit different this year. But it’s still such an important cultural moment for families that are under one roof.
Unknown Speaker 16:21
And in general, we’re seeing brands, you know, nail sort of sustainability, messaging, fitness, hobbies, there’s so many opportunities for brands to kind of get on board and work with creators in real time. And these are the general things that we’re seeing. And it’s not you know, people are always asking me Do you see particular categories being hit, like travel and events, but we’re not we’re just so much I think the first couple of weeks, we just saw columns, where people wanted to, you know, speak to consumers and let them know that they were still active, still alive, still open for business. But over time, that’s really changed strategy, you know, where people are saying actually this
Unknown Speaker 17:00
is the role of my brand and then at home experience, and this is the experience of my brand that consumers are having right now. And although you know, Hawaiian Tropic, I’m sure would have loved to be all about travel content right now heading into my bank holiday, they’ve changed to enjoying the sun, you know, in your space, whatever that space looks like. And you’ve seen those brands make those tweaks on the fly, which I think has been really great to see without hiding away and just waiting for it to be over.
Unknown Speaker 17:32
Then we get asked a lot about production houses, and the fact that they’re close we’re having brands come to us saying, you know, was we all the shoots that we had planned or cancelled, and even if I’m thinking of a great opportunity to talk to my consumers, and I want creative that represents that, that brief. I can’t actually execute a shoot. And so we we say you know your customers the answer to that a quarter of tribe campaigns receive a signal
Unknown Speaker 18:00
Within the first 15 minutes of them going live on average most of our briefs complete in about two days. So it’s a burgeoning freelance creative group of people just waiting to you know, explore your brief and if I have been astounded with what people can create at home This was a Vaseline campaign from from Austria which was took about four days to complete with you know, brand new images including their product. But you know, common sense applies either they your customers will already own the product and have it at home and within reach or as part of their weekly shop. They might go and get access to it and even we’ve seen friends just get criticised gets so unbelievably creative with Photoshop and editing tools to really bring your brand to life. So we always say, open up the net wide see what comes to you and you know, I’m sure you’ll be astounded this Mies muster campaign took two days
Unknown Speaker 19:00
To get over 171 submissions that that brand just gets to choose from just fantastic. Some questions coming in. And it’s as simple as providing a mood board, you know, this is a mood board that century spa provided their consumers and then boom, on the right is exactly what they received back.
Unknown Speaker 19:17
And so, you know, giving them the visual cue and finding content that’s going to generate and spark creativity is what our creators really feed off. And they’re so good at nailing that brief because, you know, ultimately, they want their content approved, they want to be earning. And the content has incredible versatility, you know, influencer generated content doesn’t just exist and resonate on social. I would say that that kind of creative aesthetic is now starting to live and breathe in all sorts of channels. And we’ve seen you know, it not just be used in sort of paid social ads but being used in other advertising channels. And so if you’ve got an opportunity to generate creative full stop, you know, we already
Unknown Speaker 20:00
think that this content transcends completely beyond social and encourage brands to think about that as well. And there’s actually a campaign we did for Bacardi back in back in the day when we were outside. But you can see exactly from a context perspective, how influenced dairy content can can live in brave and an out of home environment and in a traditional advertising environment, where it’s eyecatching and it celebrates, you know, a community that celebrates exactly those kinds of mosquito moments that we all we all know and can relate to. And although we say influence marketing isn’t yet performance marketing, and I’m going to go through its limitations. From an ROI perspective in just a moment, we do see amazing results from a creative perspective. So just on an asset basis, user generated content performs that seven times higher from an engagement perspective with Facebook ads. But we’re now starting to see even more information about user generated code.
Unknown Speaker 21:00
10 other channels, and just across the board that they resonate high that they’re more representative of the consumer. And especially when you can use a high volume of different assets, you can really start to represent a consumer in a lot of different lights, people with all different families, backgrounds, locations, whatever it might be, which really can drive performance from a consideration perspective. And for me, the good thing about working with consumers and creatives to generate production assets, is that you know, this particular influencer example it’s all gluten free. You know, she’s really capped with what she can do with working with brands. And I’m guessing she can’t work with anyone that is, you know, not gluten free, and probably going to try and stick to faking it seems and which is which makes total sense. Because if she posted anything different, you know, the people that celiacs out there that want her baking inspiration, would think she was coming
Unknown Speaker 22:00
Completely inauthentic and probably unfollow her. But she’s so talented. And that image for chapstick on the right is something that she created. And that’s the thing these guys have the tools they have the creativity they have the time. They have the skills and the talent. So we always say, you know, open them up. And by just working with creatives to generate assets, they don’t necessarily have to post an audience really blows the ceiling on how much they can earn, as influences, you know, because they don’t have to just work with a handful of brands that makes sense from an authenticity perspective. All of a sudden, they can just generate assets for advertising news for brands that fit sort of outside of any shoe outside of the audience’s interest. And for me, that creates a really sustainable feature for the category because what you don’t want is a hashtag ad every post people switch off. People will turn off social media because it’s not authentic. And so making sure that these creators can earn sort of a full time career
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Passive without over saturating their feed with sponsored content is a really important thing for the sustainability of the channel. And some examples of where we’re seeing brands use it is in, you know, across the Google Display Network. In Econ, we’re seeing really early signals of this increasing purchase rate on Amazon pages, where you can include real time examples, not just product shots, and in automated marketing as well on on site. Through design skills, you know, we definitely envision a future where we plug straight into Canva and Hootsuite and everywhere else that you need those creative tools to actually produce assets from scratch. And you know, brands at the moment are trying to create all sorts of content to engage their consumers, you know, really helpful ebooks about what you can cook from home with your family, and whether people are bringing back direct mail that feels like a channel that could be underutilised right now, let’s get back on it. And just find website content as well.
Unknown Speaker 24:00
Making sure it’s fresh, and that it speaks to the to the current experience. And I’ve said this before, and I’ll say it again. But, you know, we definitely see a future where the world’s advertising can be generated by the very consumers it’s intended to attract. I think that’s why we resonate with that kind of content is because we see ourselves in it. It makes sense to us for the brands that we love.
Unknown Speaker 24:23
And then the last question and was all around budget cuts. This is about efficiency and making the most when you have very little, and I’m a straight talker, and I’m not going to tell you that organic is the channel that you can absolutely maximise your spend. I come from a digital marketing background and performance marketing background and organic has its absolute limitations. My social perspective is fantastic on so many levels, but from a performance marketing perspective, it is really restrictive for one or
Unknown Speaker 25:00
means targeting is difficult. Of course, you can, you know, look at the audience where where the audience sits and what country if you are working with a partner that has access to Facebook analytics, like tribe, but in general, it’s still kind of to take an Australian saying bush now it’s round about and then you know, you will have a sense of wastage, which is fine. You know, we all have channels that include a level of wastage, and we can account for that. But, you know, Facebook and googling and Google are really the sort of super
Unknown Speaker 25:35
super power of our marketers generation and the precision targeting that they provide just doesn’t match up with with what you can get with organic at that moment. There’s always no call to action, you know, like mining hashtag Lincoln bio, whether your swipe hops are okay. But still, I think everyone can vouch for the fact that they are kicking back swiping through stories. They’re not swiping up to learn
Unknown Speaker 26:00
More about something unless it’s really, really value add, unless there’s a really strong offer or you know, something like a recipe that you do want to download
Unknown Speaker 26:10
it and kind of gives you more for the content that you saw. It takes a lot to disrupt someone from that really passive state through Instagram stories.
Unknown Speaker 26:20
And so, you know, you really have to stand out in that space to drive conversion there. attribution is really difficult as well, you know, you don’t really know what influences are driving what from organic perspective, unless you’re giving specific or individualised links. But again, you know, no one wants to click on this influences profile, and then the Lincoln bio, you know, we’re creating so many barriers to learn more about the brand, that I think, you know, we can we can use other channels to kind of maximise those steps. And then of course, it amplify just doesn’t exist. You know, there are workarounds and steps that we can take to either licence, this content
Unknown Speaker 27:00
Put into brand ad or, you know, historically we’ve asked the influencer to boost the post on a brand’s behalf. But a lot of that is changing. And Instagram. Last year launched the pay partnerships tag, which was initially rolled out to macro influences. There was no real rhyme or reason and slowly, slowly, it’s been rolled all the way down to anyone who has a business or creator account. And actually, we’ve even seen it on some people who have neither, they just have a regular profile where they can actually tag a brand partner, which is creating a jewel tagging system on Instagram. It means that you know, you can tag your friends bought tagging a brand partner is a very different thing that’s going to link straight through to a brand’s ads manager and all of their sort of business accounts with Facebook and enable them to do so much more from a paid perspective by leveraging organic. So for me that this tag was very intentional from Instagram to say we don’t want to do influencer marketing without
Unknown Speaker 28:00
Happy for it to happen on on the platform. But what we’re going to do is, is use it to help our brands who are, you know, working with us for a paid stance, maybe they’re caught up, because they know that influencer generally content performs better. And so the paid partnerships tab all of a sudden, and you have to apologise the Australian examples here and there as well. were originally an Australian company that launched in London about three years ago. And you know, we share these examples of the time. And one which I’ll show you in a little bit specifically was was just too too good to not share with you. But using the paid partnerships tab, all of a sudden, you know, you have that direct link to the brand. And meaning that Huggies can now see that from from their ads manager, they can start to you know, really look at what posts are forming and which creatives are converting for them. So something I mean, we would have been doing manually spreadsheets, sort of a couple years.
Unknown Speaker 29:00
ago is slowly slowly starting to be integrated into the channels that we know work really hard for us. And, and also we can have, you know, using that tag, all of a sudden we’re going to be able to answer some of the questions around amplifications. And chord action and audience targeting Facebook do provide us and they’re doing that through a new format called the branded content ad. And this essentially brings the world of paid and organic bang together. For me, it’s really, really exciting update from Instagram. And you know, it’s, it’s, it’s definitely steps towards a future that I don’t think is too far away from us as marketers were influenced, generated content is is a very, very important creative asset for us from a social perspective and, and turning something into a branded content all of a sudden where we had paid partnerships at the top of the organic post, it now moves to the bottom and this has turned into a sponsored
Unknown Speaker 30:00
influencer post. So where we would back in the day ask that influencer to you know, put some money behind it and promote it to an audience, all of a sudden that is in the brand’s control, because the brand was tagged correctly, they can now with the permission of the influencer, boost that post to really broad audiences to precise audiences for remarketing for conversion for whatever they want to do. But the post looks and feels like an organic post. And it answers all those questions that limited us before with organic, we can now target audiences the call to action is strong because we actually have buttons, we can attribute what’s working and why we can amplify until the cows come home. So in terms of you’re really making money work for us. If you’re starting out and working with organic already, you might as well bring the world of paid efficiencies right on top and kind of level it out as pretty much a foolproof blended, social strategy. I think we’re going to be able to
Unknown Speaker 31:00
Things start with you know, influencer marketing and organic on one side and pay social over there slowly start to integrate with a lot more. And from an early perspective with data that Facebook saying,
Unknown Speaker 31:12
We paid ourselves engagement doesn’t necessarily correlate with brand outcomes. We always say it sort of generally flat association between engagement and driving any of these intent metrics that brands and measuring, but with branded content ads, and that’s changing. So we’ve found that taking a branded content ad that I’ve just shown you, which is essentially a boosted influencer posts controlled by the brand, and also pairing that with a brand ad that has been thematically linked and its creative drives down the cost per action by about 79%.
Unknown Speaker 31:48
And brands are slowly starting to test this. I think we’ve we’ve probably seen our first little wave of tests from brands and on saying you know how they can run an organic campaign. Also have a brand and then
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Match audiences via the boosting tool and their brand as well, and starting to really measure how this is working for them. And this is this is my presentation might really go to crap people because I wanted to show you a video that I think just is the perfect example of everything that that I’ve talked about so far. And if I could kind of, you know, put it in a neat little bow, it would be this video, but I can also share this with you. It’s an example in Australia, where Panton worked with real customers to drive, you know, an organic campaign around the rosewater restoring shampoo. And so these are people that are happy to go use their money to work, you know, to try the product and advocate for it to the audience. And so they kind of took the influence marketing, you know, box like that, but then they amplified the top forming content and use the precision targeting of Facebook.
Unknown Speaker 33:00
Via branded continents. And then what they did was take, you know, which one of the branded content ads performing and how do we put more spin behind those? How do we learn? How do we iterate? How do we repeat what we’ve done with organic and paid kind of going hand in hand, and data and create creativity, you know, being really, really glued together? I think, you know, being adaptive is sort of the name of the game right now. Any of these learnings, you know, learnings behind audiences that we know convert learnings behind mechanical audiences, learnings from our customers themselves as well glueing all that together is really how we’re going to win from a social channel perspective, if that’s the channel that you know, converts for you. So I’m going to try and play this video. It’s a couple minutes and so bear with me and just hit me up with the question tool if it’s really not working, but hopefully we’ve all got enough internet.
Unknown Speaker 33:57
marketplace it helps your clients run
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influencer marketing campaigns its speed scale and low cost. We specialise in the left right? combining organic with paid within the world of Instagram. So we help advertisers make contact with new audiences through organic influencer posts. Now then identify the top performing products connection and turn those into branded content ads to create conversion. So he’s alive example, Facebook, Duncan Jones from CPG is helping p&g Pantene team launched the new shampoo and conditioner. So Pantene sent this brief to our creators by the tribe. And it explains the type of content that Pantene was hoping for providing it paid partnership handle, etc. So creators then went out and purchased the product if they didn’t already have, we believe if you don’t own the product, or you’re not willing to buy it, then you actually have no right to recommend that you trust us. But obviously if clients need to provide sampling that’s not a problem. So
Unknown Speaker 35:00
creators crafted a story carousel post and submitted a with a price that’s crudely based on the size of their follow.
Unknown Speaker 35:09
So this inbox is what sets us apart from every other platform on the planet. tribe delivers content upfront. Claims before Pantene has spent a cent on content. just over a week, they received over 130 stunning pixel clips shot by the right customers, and they only paid for the posts I love. So you can see everything from their predicted engagement to their audience demographics. And once again, if you like to punish you by if you don’t get done, content upfront is the ultimate in speed and brand safety. Once approved, the creator publishes it within 48 hours and they receive 100% of what they asked for tribes. 30% fee is added on top for the brand apart. So to sum that up to $15,000. Pantene had 48 influences by their product
Unknown Speaker 36:00
Should content, publish it to their audience with the best five pieces turned into branded content for their agency stock calm to deploy and pay. Plus they have a content library with another 80 beautiful submissions that they have published at any time or turned into branded content. So that’s a quick example what we’ve done that over 13,000 times, that’s how many campaigns we have delivered across the UK, US and ANZ. In fact, our advertisers now receive over half a million dollars worth of fresh branded content through our platform every single day. We have endless case studies in every vertical we’d like us to package something up and walk your client through a quick demo. Just ask if you still got questions is no surprise tribe really is unlike any other influencer platform out there. We are built on authenticity. And that means a lot to your clients who can now turn their own Instagram, lobbing customers into their marketing department. The creative department
Unknown Speaker 37:00
Certainly shopping from creators, the sales department. And after all, we better craft branded content your customers love and your customers.
Unknown Speaker 37:10
Thanks for your time.
Unknown Speaker 37:14
Cool. And so I should have probably given you a fair warning about Australian accent there. It’s one of the most
Unknown Speaker 37:21
I wouldn’t say hideous but definitely strong. And but, you know, for me, I think influences provide this this direct to consumer channel, not just from a marketing perspective, but you know, as a sales channel as a creative channel. And we’re really seeing brands start to understand when they have to move with agility that consumers who actually have the product who have you know, the set that is completely relevant to all brands right now, which is their homes. You know, it’s providing more opportunity than ever, and when you take it a step further beyond organic and kind of consider the opportunities in paid as well.
Unknown Speaker 38:01
You know, there’s a lot of brands can do depending on their objectives, of course, and it’s definitely not one size fits all. And I’ve had a look through some of the questions already. And I do think there’s lots of discussion to be had as well. But before before I get to them, and the wrap ups, you know, the takeaways that I have for everybody is,
Unknown Speaker 38:23
you know, listen and be responsive, and, and be reactive for, for what your customer experiences right now. And also be responsible, you know, make sure you’re paying attention to government updates, and sticking with the time you know, there’s one thing I’ve learned is that the cycle of cultural trends is becoming so so tight, you know, house party was called one minute gone the next. And I think we’re seeing the rise and fall of so many different opportunities for brands to kind of get on board. If you’re getting on board with something and it’s already over, you know, you’re too late and you know, not being relevant as an
Unknown Speaker 39:00
Killer right now and outsource your production. You know your customers have the product and the setting, bring creativity and data as close as you can together iterate, tweak in real time, and be as agile as possible. And remember that organic is always going to be limited. It’s, you know, it’s meant to be limited because, of course, Instagram and Facebook, or any channel, any publisher that has organic, whether it’s YouTube, tik tok, whatever it might be. And, you know, they’re always going to limit organic to an extent because, you know, they want to work on with advertising from a paid perspective. So whether it’s tweaking algorithms or it’s whatever it might be, there are there are always limits to organic usage of any platform.
Unknown Speaker 39:45
And the last thing I wanted to learn them was really first this community and, you know, marketing meetup, you know, your mission is definitely about, you know, helping marketers learn, you know, so for us, we wanted to offer our
Unknown Speaker 40:00
And in supporting that with the community here. And we’ve got a little landing page, which we’ll send around for this community specifically, which is if you wanted to organise a deep dive with with someone in the tribe team, about trends about our lie about anything but specific to your brand and your category, there’s a form that you can fill in and we’ll organise that with you as well. And for any campaigns that you do want to test in the next month, we’re going to wipe out activation fees meaning it’s free to set the free live creators and see what you get back as well. So hopefully that goes a long way. And I just included that from the Lego campaign because I really liked it.
Unknown Speaker 40:37
But that’s my my email my contact. Should you guys want to contact me directly? But I work with Joe as well to make sure we’ve got a full follow up now.
Unknown Speaker 40:53
Okie dokie great questions. Awesome. Thank you very much, Lisa. That was wicked.
Unknown Speaker 41:00
I think that from a perspective of,
Unknown Speaker 41:03
we have a lot of talks in the market to me, and they’re like, top 10 tips for content strategy or whatever it may be. But we don’t take an awful lot of time to sort of dip into influence a world, that merchant, I think that sort of
Unknown Speaker 41:17
even just the insights of the features, frankly, you know, with the pay partnerships and stuff like that, that’s really, really interesting. So thank you very much is a really interesting session. And we do have some questions coming through. And if people want to send them through, then they can use the q&a function. We’re going to aim to do this session in about an hour. So we’ve got about another 15 minutes or so.
Unknown Speaker 41:42
But if you wouldn’t mind, I’d like to start off with a question. Why don’t which is sort of touches on the point which you made right at the end, which is that you’re seeing a lot of folks. Changing day to day
Unknown Speaker 41:56
is not so much about you know what’s going to happen next week. What’s going
Unknown Speaker 42:00
In two weeks, it’s like, Okay, what do we need to do today? And as someone who doesn’t spend an awful lot of time in the influencer world, is this a new trend where people are looking far more short term? Or do influencer campaigns tend to run very strategically over a long term? And this is just another change that has come around because of what we’re living through at the moment. Yeah, I think we see kind of
Unknown Speaker 42:29
campaigns and bursts, you know, a lot of people will have a strategy set over a year, and then they’ll activate on that in little birth year, month, by month or around cultural moments that makes sense to them. They’ll either work with the same influences over time and really drive and ongoing collaboration or they’ll look to source new and fresh creators, you know, that are new found their product and haven’t had the opportunity to work with before. So we see both, but yeah, at the moment, and I’ve been so impressed like you know, even you
Unknown Speaker 43:00
In that screenshot, you know, you guys can download the tribe app for free and just have a look at the campaigns that are alive at any time. And they’re all hyper relevant you know, they all have a voice and a purpose for the moment. And you know, with Moonpig for example, and they run out of stock and with their flowers campaign they sold out so they were able to pause their campaign and wait until stock levels came back up and off they go again. I think we saw that happening a lot of Sure.
Unknown Speaker 43:31
Waitrose their website being down because they’re putting people in queues needing to change and pivot communications all the time as they were, you know, dealing with different operational issues and I think well, there may be we all kind of feel at Week Six of lockdown, it’s some stability, it will change again, because we’ll start having some people out and work will look different and you know, we’ll have another face to adapt to. So I think we are seeing a lot of brands really shorten their their cycle.
Unknown Speaker 44:00
Planning to listen first, instead of you know, using, you know, long standing data that is going to inform the wrong strategy right now, because pretty much most things are out the door and then fundamentals of how human beings are, which is really interesting to watch. Absolutely. And on that point, actually, are you finding that there’s a change in the messaging that brands are asking for at the moment? So where week six now? Like was it really, really different in week one and two, and now, stuffs moving on? And if it is, what what’s the kind of sentiment that these folks are kind of going for at this point? Yeah, I think, um, you know, initially there was so much about washing your hands tied away. And, you know, not that it’s irrelevant anymore. But, and, you know, a lot of the messaging is about staying home. And, and even I think initially, it was about adapting to that new way, you know, like setting up your own office.
Unknown Speaker 45:00
Like, you know, dealing with different routines but you know, things you would miss out on and how you can bring that into the home. Now it’s a little bit more about you know, understanding that this is a temporary thing and maximising the time that you’ve got so we are seeing seeing more DIY and hobby stuff and craft, which was probably a bit frivolous when everyone was you know, going into lockdown and, and things were escalating every day.
Unknown Speaker 45:29
And I think you know, it’s naturally reflective of what’s happening in wider society as well where people are going okay, well, we know there will be an endpoint and we’re okay with how things are and
Unknown Speaker 45:42
you’re meant to maybe try and make the most of the adjustment while you can. But equally, that changes brand to brand because some brands have to be a lot more sensitive to their consumer set, you know, that are going through all different types of experience, really not one size fits all, which is why I like that you get the content from because the influences
Unknown Speaker 46:00
kind of gives you the caption, put the words in your mouth as a brand to say, this is the experience I’m having. And then the brand can kind of decide to to work with them or not, if that fits in their messages as well, which is really nice. That’s really cool. We’ve got two questions here that are quite similar. So one from Kirsty and Aurora.
Unknown Speaker 46:23
So it says What about companies that can’t really continue offering their services right now. So stuff like live entertainment, any ideas on how to keep people engaged on content creation? I love it. And there’s to the reference live live in theatres. So we, um, yeah, we actually were talking about running a campaign for
Unknown Speaker 46:44
a theatre group that were moving their cost to doing at home versions. And even I don’t know if anyone’s seen the National Theatre Company has done a lot of live versions of their pre recorded shows like on YouTube. They’re finding ways to again support so the National Theatre Company
Unknown Speaker 47:00
Via things like live broadcasts that have fundraising activities,
Unknown Speaker 47:05
and you still have some sort of brand awareness, even though it’s not necessarily fresh content. And and yeah, so there’s a lot of live entertainment companies that are talking and I would say live events, companies as well. They’re trying to reimagine that experience for their community at home. Because if you’re a theatre lover, and it’s something that you love to do, you’d be missing it. And I’m sure that, you know, most people are trying to find ways to support their favourite, you know, companies and businesses, things like you know, Instagram launched a small business sticker this week, which, you know, means you can order or you know, for deliveries or direct from small business brands that might not be set up with like sort of full ecommerce solutions or digital channels themselves. So, I think the customer sentiment at the moment is to support the brands you love.
Unknown Speaker 47:54
And yeah, I think it’s important to have some sort of voice or into interactivity with the community.
Unknown Speaker 48:00
Even if you don’t have a product for them right now, and ask them what they like, yeah, wicked, actually, it’s really interesting thing that the user generated content is seemingly so much more effective.
Unknown Speaker 48:15
And I feel like there’s something going on where?
Unknown Speaker 48:18
Well, I want to phrase this question. So do you think people are becoming more acceptable or more
Unknown Speaker 48:25
tolerating sort of like a lower, lower quality of stuff, you know, people doing it in their in their lounge, so the production quality isn’t necessarily going to be high.
Unknown Speaker 48:36
But also, is the influencer industry just professionalising so much at the moment that they’re actually just catching up with, you know, the sort of professional quality stuff. So I guess the first one would be, do you find that it doesn’t really matter about the Polish? And then the second one is to keep up should be, should people be really looking to
Unknown Speaker 48:56
up their game as well? Yeah, well, it does matter about the public.
Unknown Speaker 49:00
You know, we’ve had so it’s a lot of people say it’s a really tough model because, you know, science has gone to all this effort and they could get declined. But, you know, majority of our influences Aren’t you know, a lot of them are earning on average about in within lockdown about 3000 pounds a month. So it’s good earnings once you really understand what a brand is after. And like I said, That’s not from influences oversaturating that feed with sponsored content that influences that have crafting assets, brands, keys and advertising, and their website and their idioms and whatever it might be.
Unknown Speaker 49:33
And really, who dictates that quality is the brand that’s approving it. And we have a very high standard for created, of course, and we as a platform, tribe, does not ever want you to be able to compete with agencies, you know,
Unknown Speaker 49:49
you know, great, we work with grey London a fair bit the credit agency and, you know, we definitely think that they kind of it’s like jazz, you know, they start the beat and creators, just amplify that.
Unknown Speaker 50:00
It’s a really nice way, you know, to pay homage to a great piece of creative. You know, we’ve got a cathedral city campaign at the moment, which is all about, you know, making life. Cheesy. Cheese makes everything better at the moment, which just resonates with so many people. And it’s such a beautiful TBC that then inspired creativity that was replicated by real consumers in their home. And it’s at that level, you know, especially from a personalization where, you know, you see different types of families and I think it has a different role and a very complementary role to play with the big above the line stuff, but on the point of actual credit quality, what is shot on iPhone is insane. You know, we have so many creators that obviously use professional kit and cameras,
Unknown Speaker 50:50
Unknown Speaker 50:52
magazine quality billboards on TV, we always show everyone the resolution, but most of it can literally
Unknown Speaker 51:00
Go straight into any advertising slot, as you know, as big as you know, six sheets and big digital out of home formats as well. So it’s definitely at the right level. Absolutely. And I think that will probably hopefully I say answer Mark Wiles question about influencer marketing threatening the existence of traditional creative agencies. Because if you’re still using those agencies, but just using influencers to amplify that, that seems like a really cool strategy. Yeah. And I think it’s about you know, it’s a fast and slow mode, as well as content consumption. And, you know, to really maximise the power of Facebook and Google’s targeting, we need to have a high volume and variety of assets, not just to beat things like ad fatigue, where we need to refresh the creative, but also where we are speaking to all those different personas. You know, because the tribe, ourselves, we don’t just speak to small businesses we speak to begin to price brands in different regions. So we even have a creative deficit issue from a digital marketing perspective.
Unknown Speaker 52:00
And so we kind of really see creators fixing that problem. And maximising you know, personal personalization and targeting, as opposed to ever rivalling big format storytelling, which there’s just nothing better than our creative agencies, for sure. And I think that probably also goes to answer Bob’s question on
Unknown Speaker 52:22
getting a whole bunch of submissions in a couple of hours or days, and whether that devalues creativity, sort of, it’s about the refreshness of it, which I really like that way of thinking.
Unknown Speaker 52:34
So there’s a couple of questions. There’s one here on
Unknown Speaker 52:38
b2b and one here on charities, and I bet you get this question all the time, which is, can influence a marketing work for.dot.so as we’ve had b2b and we’ve had charities here. Do you have examples of people working with either and yeah, I think would so beautiful.
Unknown Speaker 53:00
We’ve had you know, campaigns like HubSpot, for example. And Shopify talk about entrepreneurs working from home and setting up their businesses. And with a b2b question I always answer the same way, which is like, I am leaving, and I want to see, you know, conferences and tools and discover brands are important to try. And if you needed to catch me from an ad targeting perspective, pretty much only going to find me on LinkedIn or Instagram, which is personal to me. So I always think that that from a context perspective is still massive b2b opportunity with Instagram is channel
Unknown Speaker 53:36
and then you know that everyone wears multiple faces, I have a bit, you know, a use for my social media with my friends and also from a work perspective as well. And that duality can exist on Instagram, specifically, but more social media. And then from a charity perspective, we we work with so many charities and we supported the who, at the very beginning of of everything as well to encourage them
Unknown Speaker 54:00
trying to encourage social distancing, physical distancing, washing hands. And again, we iterated on that brief. And then partnering with NHS as well, to talk about the clap for carers, and again, promoting social distancing physical distancing. But you know, some of my favourite charities that use the platform are brands like love food, Hate Waste, who are all about you know, sustainability and making sure we don’t waste a lot of food and you do amazing you know, campaigns with scraps and potatoes and you know, how to not let your you know potatoes go to sprout or whatever it might be. And so yeah, loads of charities use the user as well. And then also, you know, a lot of those brands and specific filters and donation stickers on you know, when they work with Facebook and Instagram directly, and working with influencers can amplify that work. So yeah, if you want any specific examples, doing nothing nice
Unknown Speaker 55:01
I guess the flip side to this is the question from Mary Helen, who says, Does the model not work for anyone in particular?
Unknown Speaker 55:11
Unknown Speaker 55:13
Fine. Tiana. Again, I have to be direct with you guys. I had a I was at a conference once. And there’s a guy who, who ran a machinery company, which was sort of big machinery for building sites, like massive cranes. And you know, I did have to say to him, I didn’t think that our influences would have access to cranes to create content. And we could
Unknown Speaker 55:38
take pictures of building sites or something, you know, for some, some campaigns and just,
Unknown Speaker 55:44
you’ve got to think cleverly, if you’ve got a really niche audience, is it worthwhile and working with organic channels? And if if organic channels is right for you because of budget constraints, and maybe we need to think about way, audiences
Unknown Speaker 56:00
If they are from a b2b perspective, predominantly on LinkedIn, maybe it’s about working with a different type of influencer, you know, very different to what you would have seen today because we do predominantly focus on Instagram.
Unknown Speaker 56:13
But yeah, otherwise we just say there’s a lot of creativity can come from not having the product.
Unknown Speaker 56:19
But typically, it works really well for brands and creators, you get access to a product. Absolutely. Cool.
Unknown Speaker 56:28
So I’m deciphering this question as I go, so we can do it together. It’s from my mate James, who says, How do influencers and creators who have older versions of high ticket items create content for brands, and it’s given the example of cars, bikes, watches, computers, etc? Hmm. Well, I actually I have an example of a Landrover campaign that we did for their anniversary. And even Actually, I might even share my screen one more time. This one which is no Rocket Man, you’re not going to get
Unknown Speaker 57:00
A picture of the film Are you but you know people doing fan art and things like that which is amazing but um you know the lander of camp, we have 350 submissions over a weekend and the people doing the most insane content of these defenders and taking them out and around it, you know, tracks and drones and all sorts of things. And maybe they get creative if they don’t.
Unknown Speaker 57:26
If they don’t own land rover, maybe they have a friend that does. But often when they don’t themselves they are so hell bent on being authentic with their audience, they actually called out in the caption below, I’ve always wanted a Land Rover Defender and my best mate as well and I’m so jealous and we took it out for a weekend to celebrate Land Rovers, you know, anniversary hundred year anniversary. So there’s there are lots of things you can do. And you can always offer experiences, you know, you can put a brief and say, you know, tell us why you’d love us to take you on this experience and your success.
Unknown Speaker 58:00
So we’ll take you on it, you document it. And we can work together that way. So, guys, I like that. Cool.
Unknown Speaker 58:08
I think that’s the what there’s two questions left of which are more common based. So the first one is from Simona. Who says,
Unknown Speaker 58:21
based on the influencer selection process, typically, it’s done on the quality of the content that folks do. But she’s asking about whether you can match on the basis of the personality profile of an infant. Yeah. Yeah. So it’s thanks for that, Simone. I didn’t want to go into like a huge amount of detail from a tribe perspective, because, you know, what I was hoping to really talk about was responding in a crisis, but specifically with tribe you can look at everything in a post level, you know, you can then drilling to look at the influences feed and you know, see their personality you can interact the influence
Unknown Speaker 59:00
And so you can chat with them and you know live, you can see where their audience sits, you know, you can rank the inbox on engagement, all sorts of things. And we pretty much have every every tool you can think of. But we we really didn’t want influence marketing to be built on ego. We didn’t want it to be about social media and not social media, where people have been gifted product and it just is it’s just not right for us. And we want to be a bit of an anti and anti model and even you know, kind of see ourselves as the and and stock image library, which is, you know, when when images are too generic, how do you bring some life and some reality to them as well? And it seems like consumers are responding to that. Sweet. And then the last one from Santa Santa, sorry, I forgot the name wrong. So
Unknown Speaker 59:52
I think they’re probably concerned about whether by brand promoted account, if an account is otherwise wherever
Unknown Speaker 1:00:00
You know, how would that reflect, you know, and sort of boost that individual?
Unknown Speaker 1:00:06
So, good question. Yeah, it is it is the first format ever, we’re a brand would be putting this spin on being linked to an account, you know, yes, you could be tagged in it, but you know, post before etc. But it’s you know, in that instance it was Huggies putting their money behind pushing that account. And so yeah, I think you know, really understanding that the profile is the right fit for for your brand and not just the asset, if the assets good licence, the asset from the influencer and put it in your own veranda, but to actually promote the profile and you know, there has to be a level of brand fit and brand match there. And also for the influencers perspective, you know, they have
Unknown Speaker 1:00:52
to do it are essentially given permission for their profile to go arm wide, which could include
Unknown Speaker 1:00:59
Unknown Speaker 1:01:00
Comments, you know, it’s got pros and cons, it’s got, they could get a lot of new followers that really loved them, or it could attract some attention that they don’t want. But that’s why tribe helps brands and creators manage that consent process, and to make sure that they know exactly what’s happening, that they know exactly for how long and where the content is going cetera. Nice. I’m sorry, I did say that was the last one. But there’s one more that’s that’s come through, which I think would tie into something else which works really well, which is, Krishna is saying about looking to build their own followership.
Unknown Speaker 1:01:33
But she’s under understands that the market is saturated with people of certain types. They’ve characterised it with taking their clothes off or slapping lace and makeup on.
Unknown Speaker 1:01:43
But one of the things that might be quite useful to touch on is the rise of micro influencer because I think that’s probably something that is like, just super relevant to everything that you do. Yeah. And our platform is built on a micro influencer, you know, it’s anyone from 3000 followers, plus
Unknown Speaker 1:02:00
But on average the kind of created that successful and tribe was about 30,000. I personally do not think that is my career because I can’t get past 1200 my heart, you know, trying my hardest. But if this is something that you want to do, taking your clothes off and slapping on loads of makeup each their own, if that’s not for you, fantastic, don’t do it. The whole thing is built on authenticity. And you want to do something that you’re happy to talk about and celebrate with your audience and foster a community around and and for me, those things don’t cut through. They aren’t original. And I don’t necessarily think that that’s what generates engagement. What generates engagement is creating a you know, a true social connection. And for me, the best advice I can give you is, when you’re starting out, you actually get to talk one to one with every new follower you get, you can lean in you can ask some questions
Unknown Speaker 1:02:59
Unknown Speaker 1:03:00
As you build that audience, you don’t get that opportunity. Kim Kardashian cannot reply when she’s got 80 million followers. So actually the power of in fostering that community comes at a smaller size. That’s actually why we recommend brands work with micro influencers, because it is a little bit more one to one, and a trusted connection. But for you, you’ll be able to get, you know, sense check from your audience about what content they like, what they don’t, and really build and iterate from there as long as it’s in line with your passions as well. That’s what I get. And like, I mean, isn’t that just what life’s about, like, you know, just looking after each other and being you. So let’s
Unknown Speaker 1:03:39
see, well, that was awesome, Lisa, and thank you so much for spending so much time on the questions as well. There’s some really great questions, so well, nice comments. Thank you guys. Yeah.
Unknown Speaker 1:03:53
So I just want to say thanks to Lisa. You’ll be getting a follow up email very shortly with
Unknown Speaker 1:04:00
Some resources from Lisa from us. So that’ll go through quite soon. The video will go up soon as well, as well as the podcast. Just to reiterate the message at the beginning, please do take the time to thank the sponsors. It really makes a difference for everything we do.
Unknown Speaker 1:04:18
And that’s it. Your Tuesday night is complete marketing me a webinar done. So thank you very much, Lisa, thank you for spending the time. Thanks, Joe. Appreciate it. Thanks, everyone. Thanks, everyone. Take care and yeah, Look after yourselves. Keep watching.
Unknown Speaker 1:04:32