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