钉

Nic Yeeles, the CEO and co-Founder of Peg, has a pretty interesting view of influencer marketing. At the very least, it’s interesting because he started a company that competes in the IM platform space: “Influencer marketing is dead,” Yeeles has宣布，并且有影响力的市场占有谋杀武器。

正如他在关于自己平台的对话中向我解释的那样，市场哲学可能是一种非凡的人。选择加入这些平台的富有创造力的类型并没有得到他们独创性的回报，因为他们相互对抗188滚球地址。最终结果是Yeles所说的“底部竞赛”，其中任何给定影响者的定量覆盖范围比其内容的质量（甚至其性格）更重要。尽管许多人将这种竞争视为自然，市场均衡器，但将费用降低到营销人员不会后来的早晨后悔，Yeles的看法有很大的不同。

金博宝188备用网址有影响力的营销工作是因为有影响力的人是人，他们以真实的方式与观众建立信任的人。市场倾向于从方程式中消除人类的市场，并倾向于将人类从方程式中删除。他说：“想象一下，如果我们所有人都在公开场合以一系列的数字出现在公开场合，所以人们立即知道我们有多少朋友或我们赚了多少钱。”他的观点是，尽管认可协议的机制发生了变化，但目标却没有改变。公司一直希望并继续想要最能代表其品牌身份和价值观的有影响力的人。如果认可严格是数字游戏，访问Britain.com将支付唐纳德Trump to tweet on its behalf. (Sad!)

考虑到这一点，Yeles构思了PEG，这是一个有影响力的营销平台，旨在自身产生影响者的营销。金博宝188备用网址PEG的唯一重点是有两个原因。

第一，这是实际证明对影响者营销有效的两个社交渠道之一。金博宝188备用网址第二，他深刻了解了使YouTuber成功的原因，并于2013年与Simon Cowell合作推出了您的一代。在52周的运行过程中，该频道举办了一项全球人才竞赛，每天的人们可以上传视频，展示他们的才华，以展示他们的才华为了成为YouTube明星（基本上，Cowell都做过的一切，除了在YouTube上，而不是广播电视）。

The launch of the channel went well, and the You Generation quickly amassed around 90,000 subscribers. A few months in, though, interest waned and subscribership leveled off. Yeeles and his team turned to YouTube’s analytics to see what was going on. This deep-dive into the data led to insights that eventually grew the channel five-fold—when TYG signed off after its year-long run, 450,000 people had subscribed and viewed the channel’s content over 8 million times. More important than that, though, was the lesson in how powerful analytics were in optimising content (and growing the channels that created this content). This realisation of the overlap between the cults of personality and data coincided with the growth of influencer marketing, and Yeeles saw an opportunity.

几年后，快进了，PEG现在是一个功能齐全的影响者营销平台，旨在以不同的方式做事。金博宝188备用网址逆转行业趋势，PEG的重点是质量而不是数量。看到了它能做什么，我可以保证Yeeles和他的团队已经实现了这一目标。

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Summary:

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价钱

Because Peg’s emphasis is on quality, which never happens quickly, and so subscriptions are sold on either a six- or twelve-month basis. Pricing for this is entirely custom, based on the size of the business and its needs (and therefore the amount of its anticipated usage of the platform). Once this has been agreed upon, Peg customers get full access without restrictions.

对于那些不愿意达到至少六个月协议的人，他们可以购买一个项目测试选项的PEG访问权限。同样，这是针对特定项目量身定制的定制定价。

On the talent side of the pool, signing up is free. Individual creators can create profiles, while talent managers and MCNs can do the same on behalf of their clients. Influencers with profiles on Peg (or talent managers/MCNs who partner) get preferential listing over those who are in the database not signed on with Peg. Peg also works with brands to help them find the best influencers, and will take a 5% finder’s fee if the person they’ve recommended signs a deal.

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The Details

当您登录钉时，您会注意到的第一个细节是它（缺少更好的单词）。设计有一种轻松，几乎是精致的感觉，与野外的西部市场形成鲜明对比的是Yeeles的降低。

您可能注意到的第二件事是，PEG做了很多与市场相同的事情。You’ll navigate around and see that you have the option of searching for influencers, creating and managing campaigns, inviting influencers to participate, messaging influencers, etc. It’s all there, and so it’s a fair question to ask: what is it about Peg that isn’t a marketplace?

There’s a fair answer to that question: Everything. Sure, there are some familiar bones in its skeleton, but Peg is a different creature entirely. You’ll first notice this as you search for influencers. Yeeles & co. aren’t looking to cast a wide net and scrape for every social media user with a few thousand followers or more. Going up against platforms that boast millions of influencers, Peg is quite happy with its modest count of 33,000+. The goal is to index quality over quantity. To ensure this, the influencers listed on the platform are added in one of two ways:

• Through exclusive partnerships Peg maintains with high-quality talent agencies
• 通过其专有算法，它使YouTube搜寻YouTube，寻找符合高度选择性标准的潜在影响者

平台上的影响者可以从高薪，名人宏观影响者到新兴的微型影响者。尽管有影响力的营销社区对微观与宏观影响者的价值有辩论，但PEG避免了一种单金博宝188备用网址一的规模，适合所有能够为这种思想提供信息的方法。最好的影响者是最适合品牌的影响者，并且无法以无上下文的数字表示。这是关于美学，个性和价值观，以及 - 是的。他们的影响力或观众的参与程度仍然很重要。但这也很重要，观众来自哪里，以及他们的兴趣是什么。

还有其他重要的东西吗？影响力背后的人。YouTuber不会经历审查的过程来闻名或出名 - 如果他们的内容引起观众的共鸣，他们会变得很大。品牌厌倦了发现为时已晚他们签名的影响者实际上只是种族主义者的人类垃圾。尽管如此，很难从几篇内容中获得他们的身份，因此PEG在背景中可以通过所有内容解析，并为影响者分配“安全得分”。总体得分基于几个标准 - 数量越高，影响者的家庭友好越多。You can dig deeper than just the score though, and look through a list of “Naughty Words” they’ve said in videos (and the number of times they’ve said each. And you can see the trends of public sentiment over time for each influencer using Peg’s “Backlash Meter.” It’s an amazing tool that can show you whether an influencer has a history of upsetting or uplifting people. For each peak or valley that exists on the meter, you can drill down and see the content that preceded the response.

尽管如此，即使是最清洁的影响者，如果他们已经与其他品牌合作，他们也不适合。PEG跟踪影响者可能参与的所有以前的合作，您可以在其个人资料页面中看到。很高兴事先知道您的潜在客户之一是否已经代表竞争对手发布。他可能没有针对两个竞争品牌发布的问题，但是如果他从何处获得付款，他就有损害其内容真实性的风险。这对品牌不工作，他们正是因为他们想要这种真实性而进行的。但是，至少有了PEG，他们将能够研究观众和影响者，以便能够找到没有冲突的人。

PEG的发现引擎的深度和周到也将其运输到他们的管理工具中。这是一个真正的协作平台，专为大型营销团队和代理商设计。您可以在消息传递功能中看到这一点 - 当品牌和影响者通过平台进行交流时，消息窗口本身看起来就像iPhone上的集体聊天。If members of the internal team want to send private messages back and forth (so the influencers or her representation can’t see it), it still all happens in the same window—you push a button to go into private mode, and the messaging area goes black to indicate that what you’re about to type is for internal eyes only. There’s no jumping back and forth between public and private threads to try and piece together information—everyone on the team has only one place to look to see all communications with an influencer for each project/campaign.

消息传递的另一个重要功能是，您不必登录钉即可通过它进行通信。键入PEG的每条消息都将作为电子邮件发送给线程中的每个人；回复电子邮件，然后将消息返回平台，然后再通过电子邮件发送给所有人。我们都看到了此功能在基于Web的技术支持之类的东西上使用，但是在此阶段，有影响力的营销软件可以使用它，这是一个很好的感觉。金博宝188备用网址

The collaborative touches are all over Peg’s management suite: create shortlists of potential influencers for specific projects, and everyone on that project can contribute. Write notes in the influencers profile, and everyone will see them. Work as a team to create pitch decks of possible talent for campaigns. Have instant visibility into data and reporting as campaign content goes live. And all of this is done inside an interface that’s intuitive and organised enough that it can only set its users up for success.

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结论

Maybe the most remarkable thing about Peg is how mature a product it seems. It’s hard to imagine that it was only conceived, as an idea, in 2014. It’s harder still to imagine that as recently as 6 months ago Peg many of the features we’ve listed here as standouts were still being tested. Using the platform feels like you’re using software that’s been around for decades. That’s not meant to say it’s slow or poorly designed (which you already figured out if you didn’t skip right ahead to this conclusion). It’s just that everything it does, it does well—really well—and so there’s this feeling you get that its creators have been doing this a long time and have seen it all.

但是他们还没有看到所有这些 - 我们中的所有人都没有，因为有影响力的营销仍处于起步阶段。金博宝188备用网址该产品在自己的成熟阶段应该遥遥领先，这使得他们接下来要做什么。Nic Yeeles认为有影响力的营金博宝188备用网址销我们所知道的即将死亡，今天的市场将在PEG仍然站立时消失和消失，仍在创新未来。我们不确定有影响力的市场是否会像Yeles认为的那样消失。但是，我们可以肯定的是，无论市场发生什么，PEG仍然会站起来，并将其创新到未来。