what's the future of influencer marketing?
Post on 14-Jul-2015
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CREATIVE SOCIAL 28.04.15
influence THE INFLUENCE OF
QUIZ! POP
Do you know who these people are?
The Influence of Influence @tombrandy & @imjustmike
The Influence of Influence @tombrandy & @imjustmike
ZOELLA, OBVS
The Influence of Influence @tombrandy & @imjustmike
8 MILLION subscribers
The Influence of Influence @tombrandy & @imjustmike
The Influence of Influence @tombrandy & @imjustmike
LEWIS & SIMON
AKA YOGSCAST
The Influence of Influence @tombrandy & @imjustmike
31 MILLION views
(on a song about minecraft)
The Influence of Influence @tombrandy & @imjustmike
The Influence of Influence @tombrandy & @imjustmike
CARLY ROWENA
The Influence of Influence @tombrandy & @imjustmike
150k subscribers
The Influence of Influence @tombrandy & @imjustmike
The Influence of Influence @tombrandy & @imjustmike
LUKE CUTFORTH
AKA
LUKEISNOTSEXY
The Influence of Influence @tombrandy & @imjustmike
1/2 MILLION subscribers
The Influence of Influence @tombrandy & @imjustmike
SOME CONTEXT FOR THOSE NUMBERS…
The Influence of Influence @tombrandy & @imjustmike
12.3M
live WATCH DOCTOR WHO
The Influence of Influence @tombrandy & @imjustmike
BUT ONLY 3.1 WATCH ON CATCH UP…
The Influence of Influence @tombrandy & @imjustmike
THESE GUYS AREN’T ON TV, SO MOST PEOPLE OVER
THE AGE OF 30 haven’t noticed
THEN THEY STARTED GETTING book deals…
The Influence of Influence @tombrandy & @imjustmike
TAKEN BY SURPRISE
MARKETERS HAVE BEEN A LITTLE
BY THIS surprised
The Influence of Influence @tombrandy & @imjustmike
551 TALKS ON
‘INFLUENCERS’
The Influence of Influence @tombrandy & @imjustmike
They are real people with a real connection to their audiences. They are able to connect emotionally with their audiences, which brands really love “
The Influence of Influence @tombrandy & @imjustmike
AMAZING! A CHANCE TO
connect emotionally…
The Influence of Influence @tombrandy & @imjustmike
SADLY THEY JUST DID THE SAME OLD
CRAP THEY’VE ALWAYS DONE
BUT
The Influence of Influence @tombrandy & @imjustmike
The Influence of Influence @tombrandy & @imjustmike
WE CAN DO BETTER
CREDIT: SAATCHI SAATCHI
WE CAN CREATE ROBOTS THAT
LEARN HOW TO PLAY GAMES FROM GAMES VLOGGERS
The Influence of Influence @tombrandy & @imjustmike
WE CAN BREAK PLATFORMS – GETTING INSTAGRAMMERS TO
CREATE A STOPMOTION FILM BEFORE
INSTAGRAM VIDEO WAS A THING
The Influence of Influence @tombrandy & @imjustmike
IT’S A whole new
world
AT HOLLER WE’VE BEEN THINKING ABOUT IT A
LOT. WE RAN AN EVENT ABOUT THE
RESPONSBILITY INFLUENCERS HAVE…
This chap, Rick Edwards, a broadcaster, thinks influencers have an
obligation to get young people to vote
This guy, Jim Chapman an influencer, doesn’t want be
forced into creating content he doesn’t want to
create
MUCH MORE INTERESTING THAN HOW TO PRETEND A PRODUCT
REVIEW ISN’T JUST AN ADVERT, RIGHT?
3 BETTER QUESTIONS
The Influence of Influence @tombrandy & @imjustmike
WHAT DOES THE
ACTUALLY LOOK LIKE? future
QUESTION 1:
The Influence of Influence @tombrandy & @imjustmike
...copy, extend, and finally, discovery of a new form. It takes a while to shed old paradigms. “
@_scottjensen
The Influence of Influence @tombrandy & @imjustmike
WHEN PLATFORMS FIRST EMERGE, WE DON’T KNOW
HOW TO USE THEM, SO WE JUST COPY WHAT WE
USED TO DO.
The Influence of Influence @tombrandy & @imjustmike
IT TAKES TIME AND LOTS OF TRIAL & ERROR BEFORE WE TAKE
ADVANTAGE OF THE PLATFORM ITSELF
The Influence of Influence @tombrandy & @imjustmike
RADIO = WAS READING STUFF TV = WAS RECORDING RADIO STUFF INTERNET = WAS ONLINE BROCHURES BEDROOM CELEBRITIES = ???
ZOELLA THE POLITICAN? (it may sound silly, but….)
RONALD REAGAN 40th PRESIDENT OF USA
HOLLYWOOD ACTOR
FOODTUBE RESTAURANT? COULD THERE BE A
WHAT IF BRANDS HELPED THAT HAPPEN RATHER THAN JUST ASKING FOR PRODUCT REVIEWS?
WHAT HAPPENS IF YOUTUBERS CREATE THEIR OWN PLATFORM?
LIKE JAY Z AND OTHERS HAVE DONE WITH TIDAL?
A YOUTUBE GAMER’S OWN GAME? THIS ACTUALLY ALREADY HAPPENED. ALMOST.
The Influence of Influence @tombrandy & @imjustmike
HOLY CRAP, SHOULDN’T THIS STUFF BE, YOU KNOW…
regulated?
QUESTION 2:
SHOULD CONTENT BE MONITORED TO ENSURE CERTAIN POTENTIALLY DETRIMENTAL MESSAGES
ARE REMOVED?
The Influence of Influence @tombrandy & @imjustmike
INDUS
TRY R
EGUL
ATION
S 9pm watershed No junk food to kids Voluntary groups e.g. Portman OFCOM and ASA guidelines Education quota
The Influence of Influence @tombrandy & @imjustmike
THE ASA HAS STARTED SLAPPING
WRISTS. BUT THAT’S IT SO FAR…
WHO SHOULD BE REGULATING THIS? THE GOVERNMENT?
A VOLUNTARY BODY?
The Influence of Influence @tombrandy & @imjustmike
WITH GREAT POWER, SHOULD THERE BE GREAT
responsibility?
QUESTION 3:
The Influence of Influence @tombrandy & @imjustmike
IN THE UK, TV BROADCASTERS
HAVE TO PLAY PARTY POLITICAL
BROADCASTS.
The Influence of Influence @tombrandy & @imjustmike
VOTE!
IF YOUTUBERS HAVE THE SAME REACH, SHOULD
THEY HAVE TO TOO?
The Influence of Influence @tombrandy & @imjustmike
HOLY CRAP, SHOULDN’T THIS STUFF BE, YOU KNOW, regulated? WHAT DOES THE ACTUALLY LOOK LIKE? future
responsibility? WITH GREAT POWER, SHOULD THERE BE GREAT
CREDITS PROTAGONIST: TOM BRANDHORST - @tombrandy
ANTAGONIST: MIKE PHILLIPS - @imjustmike
ART DIRECTION: THE INTERNET
NO INFLUENCERS WERE HARMED IN THE MAKING OF THIS PRESENTATION
SADLY
IF YOU WANT TO TALK ABOUT INFLUENCERS (OR DOCTOR WHO):
@tombrandy @imjustmike
@hollerlondon
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