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Social Influencers - The Power of IP

The opportunities for content creators and advertisers in this context are ample but a universal innovative strategy beyond the traditional banner ad and pre-/post-roll that substitutes programmatic for organic marketing has yet to crystallize. 18 Hubs has developed with a network of top social influencers in order to create a structured cross-platform media approach.

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Social Influencers - The Power of IP

  1. 1. SOCIAL INFLUENCERS - THE POWER OF IP
  2. 2. AUDIENCE Video has radically changed the structure and penetration of social media platforms. Snapchat, Facebook and YouTube now compete for the 10bn monthly views mark ENGAGEMENT The market is looking for a transversal solution to answer audience fragmentation and cross platform audience engagement
  3. 3. The opportunities for content creators and advertisers in this context are ample but a universal innovative strategy beyond the traditional banner ad and pre-/post-roll that substitutes programmatic for organic marketing has yet to crystallize. NATIVE SOCIAL INFLUENCERS Logan Paul, Adweek cover, January 25th, 2016
  4. 4. The overall trend has shown an attempt to integrate influencers into the traditional media buying business which has not proven successful. Instead, influencers are seeking agile, open-platform deals that allow for experimentation with content. BEYOND ONE OFF BRANDED SOCIAL POST
  5. 5. Historical Hollywood talent agencies such as UTA and WME are back in the game, while Youtube MCN are trying to reinvent their business in light of a growing competition from data-driven matching platforms BUSY INTERMEDIARY SPACE
  6. 6. One way brand/influencer collaboration, high profile influencer (one-off) activation, single platform/event activation, affinity uplift limited over time and consumer segments STEP 1: THE ONE-OFF ENDORSEMENT DEAL
  7. 7. First view reach optimization, Scalable 3rd party network, maximize brand affinity through content aggregation, single platform activation STEP 2: THE SCALABLE SOCIAL PLATFORM MARKETING
  8. 8. Innovative format, taking leadership of a branded social space, cherry-picked influencers with large scale audience, single platform focused, but includes cross channel promotion STEP 3: THE SCALABLE INFLUENCER DEVELOPMENT
  9. 9. Full IP/Franchise development, “In-house” talent agency, cherry-picked and multi format influencers, platform agnostic, consumers and influencers blending BUT HOW TO SCALE THIS MULTI-INFLUENCERS MULTI-PLATFORMS STRATEGY?
  10. 10. Engaging the most influential social celebrities, themselves able to activate mid and long tail. Going beyond one off social activation to include short to mid term strategic and creative inputs. Pioneering cross social platforms intelligence in a disintermediated market. LEVERAGING THE NETWORK EFFECT OF SOCIAL PLATFORMS
  11. 11. THANK YOU Havas Café, Cannes Advertising Festival, June 2015

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