How Do Influencers Work with Different Target Audiences? What Makes a Great Influencer that Can Cut Through the Digital Fog?

1. Influencers
Through Generations

3. What’s is a Brand’s biggest
communication barrier?

5. There’s just
Too Much
STUFF

6. Constant change and updates

7. Continually Experiencing Things

8. Continually Experiencing Things
for the First Time

9. Virgin Consumers

10. Virgin Consumers
It’s their first time, make it nice

12. Virgin Consumers
Still Expect High Standards

13. Virgin Consumers
Still Expect High Standards
Everyone is Savvy

14. Who do You Trust?

16. Television Ads

17. Television Ads
Television News

18. Television Ads
Television News
Radio

19. Television Ads
Television News
Radio
Newspapers

20. Television Ads
Television News
Radio
Newspapers
Magazines

22. Since the 1950s we have come to
‘Believe’ Mediated Information

23. Even though we know it is
Paid For

24. What About Online?

26. Websites
Blogs
Web Banners
SM Channels

27. Where do Millennials
and Gen Z get their
information?

29. Who do they Trust?

33. Reviewing is the new Advertising

34. Where do Influencers Fit?

35. Who is this?

39. Why?

40. Portable Second Screen

41. Portable Second Screen
Increases SM Penetration

42. Portable Second Screen
Increases SM Penetration
Owned by Millennials/Gen Y

43. Portable Second Screen
Increases SM Penetration
Owned by Millennials/Gen Y
LSM A

44. SM is Seasonal

45. SM is Seasonal
Weather

47. Traditional Media

49. Traditional Media
+45

50. Traditional Media
+45
Like Phone Calls

51. Traditional Media
+45
Like Phone Calls
Shop in an Actual Store

52. Traditional Media
+45
Like Phone Calls
Shop in an Actual Store
‘Trust’ Mediated Comms

53. Social Media

54. Social Media
13-29

55. Social Media
13-29
Permanent Digital Attachment

56. Social Media
13-29
Permanent Digital Attachment
Shop for Convenience

57. Influencer Approach

58. Influencer Approach
Don’t Trust Brands

59. Influencer Approach
Don’t Trust Brands
Only 6% Trust Online Ads

60. Influencer Approach
Don’t Trust Brands
Only 6% Trust Online Ads
91% Would buy a
Recommended Product

61. Influencer Approach
Don’t Trust Brands
Only 6% Trust Online Ads
91% Would buy a
Recommended Product
Influencer + Brand Advocacy

62. Older Trust Traditional Paid Media

63. Older Trust Traditional Paid Media
Younger Trust Paid Advocates

64. Older Trust Traditional Paid Media
Younger Trust Paid Advocates
+Peers

65. Older Trust Traditional Paid Media
Younger Trust Paid Advocates
+Peers
+Reviews

66. It all comes down to:
Trust

67. It all comes down to:
Trust
Time

68. It all comes down to:
Trust
Time
Being Savvy

69. It all comes down to:
Trust
Time
Being Savvy
Authenticity

70. Find Authentic Influencers

71. Find Authentic Influencers
Tell the Truth

72. Find Authentic Influencers
Tell the Truth
Don’t make it heavy

74. Thank You