The document discusses sources of trust in the context of declining trust in institutions in France. It finds that micro-influencers with authentic engagements are highly trusted sources. It recommends that brands develop relationships with influencers who demonstrate expertise in their field or who are activists for causes related to the brand's values. The best influencers may already be a brand's employees or customers, who have first-hand experience and knowledge to act as ambassadors. Building trust requires giving influencers experiences, developing long-term relationships through exclusive access and input, and including them in the creative process.
RIP le lien fort qui unissait jadis un employeur à ses collaborateurs. Aujourd’hui, seuls 11% s’investissent émotionnellement dans la réussite de leur entreprise. La faute à une génération individualiste ? Pas vraiment. 77% des collaborateurs ne se sentent pas considérés à leur juste valeur. Ni valorisés, ni écoutés, ils ne trouvent pas de bonne raison de s’engager pour leur employeur.
Les Français sont devenus individualistes : pour sauver le monde, ils comptent davantage sur eux-mêmes que sur les associations. Mais ils ne sont pas égoïstes pour autant. À ce jour, 40% des Français non engagés restent mobilisables. Comment faire alors pour qu’ils choisissent d'agir aux côtés des ONG ?
Les Français sont devenus individualistes : pour sauver le monde, ils comptent davantage sur eux-mêmes que sur les associations. Mais ils ne sont pas égoïstes pour autant. À ce jour, 40% des Français non engagés restent mobilisables. Comment faire alors pour qu’ils choisissent d'agir aux côtés des ONG ?
From Wasted to Wellbeing: Fostering a Sense of Community in Festivals of Exer...LHBS
Festivals are rapidly shifting their focus from just giving an opportunity to party and drink to having more of a wellness character. Consumers still crave of connecting with friends and other peers and want to make unique experiences. However, trends like the health and wellness economy are changing their mindset towards how they define fun and a good time hanging out with friends.
This snapshot explores wellness and fitness festivals from three different angels:
- fostering a sense of togetherness in a more digital, isolated world
- leveraging the health consumer mindset of the “FitGen”
- providing unforgettable occasions to celebrate in the experience economy
#HUBLIONS : TRENDS FROM CANNES LIONS 2015 HUB INSTITUTE
The Hub Institute, a digital think tank based in Paris, is bringing to light the main creative, innovative trends and ads from this amazing event, thanks to its on-site experts. #HUBLions
RIP le lien fort qui unissait jadis un employeur à ses collaborateurs. Aujourd’hui, seuls 11% s’investissent émotionnellement dans la réussite de leur entreprise. La faute à une génération individualiste ? Pas vraiment. 77% des collaborateurs ne se sentent pas considérés à leur juste valeur. Ni valorisés, ni écoutés, ils ne trouvent pas de bonne raison de s’engager pour leur employeur.
Les Français sont devenus individualistes : pour sauver le monde, ils comptent davantage sur eux-mêmes que sur les associations. Mais ils ne sont pas égoïstes pour autant. À ce jour, 40% des Français non engagés restent mobilisables. Comment faire alors pour qu’ils choisissent d'agir aux côtés des ONG ?
Les Français sont devenus individualistes : pour sauver le monde, ils comptent davantage sur eux-mêmes que sur les associations. Mais ils ne sont pas égoïstes pour autant. À ce jour, 40% des Français non engagés restent mobilisables. Comment faire alors pour qu’ils choisissent d'agir aux côtés des ONG ?
From Wasted to Wellbeing: Fostering a Sense of Community in Festivals of Exer...LHBS
Festivals are rapidly shifting their focus from just giving an opportunity to party and drink to having more of a wellness character. Consumers still crave of connecting with friends and other peers and want to make unique experiences. However, trends like the health and wellness economy are changing their mindset towards how they define fun and a good time hanging out with friends.
This snapshot explores wellness and fitness festivals from three different angels:
- fostering a sense of togetherness in a more digital, isolated world
- leveraging the health consumer mindset of the “FitGen”
- providing unforgettable occasions to celebrate in the experience economy
#HUBLIONS : TRENDS FROM CANNES LIONS 2015 HUB INSTITUTE
The Hub Institute, a digital think tank based in Paris, is bringing to light the main creative, innovative trends and ads from this amazing event, thanks to its on-site experts. #HUBLions
2012 #Canneslion Review - THE GENEROUS AGE OF ADVERTISINGBridget Jung
A round up of the 2012 cannes lions. THE GENEROUS AGE OF ADVERTISING. There is no such thing as a free lunch - this is especially true in advertising. By ‘generous’ we don’t mean pro bono or charity.
We’re talking about brands that do things for and with people. These brands create value and earn attention.
Today’s successful brands find the mutual value exchange between brand and consumer.
Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but, still filled with big ideas.
Here are our major takeaways.
Gen Z Girls: Living For Looks, Looking To LiveLHBS
Welcome to the latest in our Snapshot series. In this edition, we will delve deeper into what defines and motivates the next generation of consumers, focusing on girls.
Growing up “publicly” online has inevitably lead to an increase in self-consciousness. They have grown up closer to gender equality, a readily available outlet for their voice to be heard as well as almost every service at their fingertip. We explore how this is changing their values and ways they engage with brands.
Sustainability: Ecology & Economy // Snapshot Series LHBS
Sustainability has been a buzzword for the last couple of years. It means connecting economy with ecology, being able to internationally compete while also protecting the environment. A lot of companies are already committing to “being green”. It gives a competitive advantage and sustainability is increasingly expected by consumers. The movement is called Green Economy and describes a sustainable business that protects natural resources and doesn’t harm the environment.
This report explores the Green Economy from three angles:
insights into industry evolvements and consumer expectations
introduces best practices of brands that get it right
take-aways derived from insights and best practice examples
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
Super Bowl 2020 / The insights behind the ads Canvas8
Why is optimistic advertising so appealing? How are people defining the ‘American Dream’ for themselves? And could breaking the fourth wall to subvert hard-selling win over new fans? Canvas8 unpicks the behavioral themes present in 11 notable campaigns from the 2020 Super Bowl.
To access the full report, visit: https://resources.canvas8.com/superbowl2020
This year's Cannes Lions International Festival of Creativity touched on a range of buzzworthy topics, from artificial intelligence to new media to gender equality. Here's our roundup of key takeaways and analysis from the event.
6 Key trends that every brand and every marketer should follow from this year Cannes Lions International Festival of Creativity. The trends where chosen based on the award winning campaigns and some talks and seminars.
It’s been an interesting year at Cannes. It’s certainly the biggest year in terms of entries, categories & delegates. 76000 entries were whittled down to 1589 winners across 18 categories.
After looking through the winners this year, it felt like Big Emotion trumped Big Data. I’ve put together a selection of what I found to be the most interesting work from the festival with this overarching theme in mind.
In this month’s edition of Trends Across the Planet, we take a look at Amazon Prime’s upcoming original show about Manchester City’s soccer team, a trucker hat from Ford that helps keep sleepy drivers awake, tattoo regret, a dating app for self-professed geeks, and much more. We also share our final 2018 “Trend to Watch,” focusing this month on sleeping pods for weary airport travelers.
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Media.
"While the landscape of content is rapidly changing, this fast pace opens opportunities for innovation in the way content expands, reaches and captivates audiences.
Key content partnerships are forming to keep up with where audiences are going, while the familiar channels are being constantly invigorated with new means of storytelling.
Publishers are constantly raising the bar on not only how content is delivered, but also how audiences experience content. Things are getting more immersive, and technology is helping to transport audiences beyond mere spectatorship to a more active, sense-heightening participation."
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
When it comes to in influence today, size does matter but not in the same way it used to. Influence is diluted and micro-influencers are fostering closer relationships with their audiences. Who are these micro-influencers? What’s the best way to work with them? Here’s what you need to know.
At PRCA, we launched our Schools Outreach Programme to inspire and educate students from all backgrounds to find a pathway into PR.
It's a 16-page magazine with jargon-free insight on #PR, and features case studies and best practice advice on how to secure entry-level positions.
Let's widen the talent pool. #PRjobs #career #schools #university
2012 #Canneslion Review - THE GENEROUS AGE OF ADVERTISINGBridget Jung
A round up of the 2012 cannes lions. THE GENEROUS AGE OF ADVERTISING. There is no such thing as a free lunch - this is especially true in advertising. By ‘generous’ we don’t mean pro bono or charity.
We’re talking about brands that do things for and with people. These brands create value and earn attention.
Today’s successful brands find the mutual value exchange between brand and consumer.
Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but, still filled with big ideas.
Here are our major takeaways.
Gen Z Girls: Living For Looks, Looking To LiveLHBS
Welcome to the latest in our Snapshot series. In this edition, we will delve deeper into what defines and motivates the next generation of consumers, focusing on girls.
Growing up “publicly” online has inevitably lead to an increase in self-consciousness. They have grown up closer to gender equality, a readily available outlet for their voice to be heard as well as almost every service at their fingertip. We explore how this is changing their values and ways they engage with brands.
Sustainability: Ecology & Economy // Snapshot Series LHBS
Sustainability has been a buzzword for the last couple of years. It means connecting economy with ecology, being able to internationally compete while also protecting the environment. A lot of companies are already committing to “being green”. It gives a competitive advantage and sustainability is increasingly expected by consumers. The movement is called Green Economy and describes a sustainable business that protects natural resources and doesn’t harm the environment.
This report explores the Green Economy from three angles:
insights into industry evolvements and consumer expectations
introduces best practices of brands that get it right
take-aways derived from insights and best practice examples
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
Super Bowl 2020 / The insights behind the ads Canvas8
Why is optimistic advertising so appealing? How are people defining the ‘American Dream’ for themselves? And could breaking the fourth wall to subvert hard-selling win over new fans? Canvas8 unpicks the behavioral themes present in 11 notable campaigns from the 2020 Super Bowl.
To access the full report, visit: https://resources.canvas8.com/superbowl2020
This year's Cannes Lions International Festival of Creativity touched on a range of buzzworthy topics, from artificial intelligence to new media to gender equality. Here's our roundup of key takeaways and analysis from the event.
6 Key trends that every brand and every marketer should follow from this year Cannes Lions International Festival of Creativity. The trends where chosen based on the award winning campaigns and some talks and seminars.
It’s been an interesting year at Cannes. It’s certainly the biggest year in terms of entries, categories & delegates. 76000 entries were whittled down to 1589 winners across 18 categories.
After looking through the winners this year, it felt like Big Emotion trumped Big Data. I’ve put together a selection of what I found to be the most interesting work from the festival with this overarching theme in mind.
In this month’s edition of Trends Across the Planet, we take a look at Amazon Prime’s upcoming original show about Manchester City’s soccer team, a trucker hat from Ford that helps keep sleepy drivers awake, tattoo regret, a dating app for self-professed geeks, and much more. We also share our final 2018 “Trend to Watch,” focusing this month on sleeping pods for weary airport travelers.
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Media.
"While the landscape of content is rapidly changing, this fast pace opens opportunities for innovation in the way content expands, reaches and captivates audiences.
Key content partnerships are forming to keep up with where audiences are going, while the familiar channels are being constantly invigorated with new means of storytelling.
Publishers are constantly raising the bar on not only how content is delivered, but also how audiences experience content. Things are getting more immersive, and technology is helping to transport audiences beyond mere spectatorship to a more active, sense-heightening participation."
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
When it comes to in influence today, size does matter but not in the same way it used to. Influence is diluted and micro-influencers are fostering closer relationships with their audiences. Who are these micro-influencers? What’s the best way to work with them? Here’s what you need to know.
At PRCA, we launched our Schools Outreach Programme to inspire and educate students from all backgrounds to find a pathway into PR.
It's a 16-page magazine with jargon-free insight on #PR, and features case studies and best practice advice on how to secure entry-level positions.
Let's widen the talent pool. #PRjobs #career #schools #university
Humans first—a Hootsuite guide to social media strategyJames Mulvey
I developed this story about building social strategies around four fundamental human needs. This deck was used as an executive talk-track and sales enablement piece for our enterprise sales team.
The 10 Most Inspiring Businesswomen to Watch in 2020 Vol 2, is all about. These pioneers are not only revamping the industry with innovative ideas but are also paving the path for aspiring female entrepreneurs.
The Future of Storytelling [ThinkContent New York 2018]Heather Eng
The word “storytelling” takes on a whole new meaning with the counterculture media brand, Vice. Hear from Dominique Delport, a veteran agency leader and newly appointed President International and Chief Revenue Officer at Vice, as he shares his thoughts on the powerful combination of strong narratives and innovative technology.
The New Advertising: From Display To Engagement To Conversion. Thomas Paris
There is something that really pisses me off.
We are almost in 2015 and most people still market like ‘Mad Men’ (i.e. billboards, mails, tv,...). Many of these are collapsing in terms of getting the attention of the user. Here is an overview of the new form of advertising based on the new trends influencing today's customers purchasing habits and a how to use Pictawall as a great tool to increase engagement and conversion.
#HUBLIONS : CAMPAIGNS FROM CANNES LIONS 2015HUB INSTITUTE
The HUB Institute, a digital think tank based in Paris, is bringing to light the main creative, innovative campaigns and ads from the Cannes Lions International Festival of Creativity, thanks to its on-site experts. #HUBLions
Employee Comms has often been treated as the poor relation of corporate comms, compared to the more glamorous disciplines of Advertising and PR.
The Rise of the Red Headed Stepchild shows how Employee Comms has the opportunity to grow in today's Creative Economy. But to do so, we must move beyond the world of corporate messaging, annual surveys, and newsletters, to become business partners that drive Talent Management, Innovation and Authentic Advocacy.
The Future of Creativity - People's Insights by MSLGROUPyann le gigan
Les 15 commandements de la créativité
La créativité est plus que jamais le nerf de la guerre des RP. C’est ce que révèle une étude Publicis Consultants / MSLGROUP, à travers le témoignage de ses experts. Février 2015
The futere 100: Tendências e mudanças a serem observadas em 2018 destaca comportamentos emergentes dos consumidores com 100 previsões de tendências do Innovation Group. As tendências abrangem cultura, tecnologia e inovação, viagens e hospitalidade, marcas e marketing, alimentos e bebidas, beleza, varejo, saúde, estilo de vida e luxo. Cada um inclui uma análise original do motivo pelo qual é importante para as organizações cujos produtos e serviços usamos diariamente .
The Innovation Group presents The Future 100: Trends and Change to Watch in 2018, a snapshot of the year ahead and the most compelling trends to keep on the radar.
La RSE : un sujet vu et revu, qui alimente les discours des entreprises depuis plusieurs décennies. Pourtant, c’est toujours un domaine complexe et souvent galvaudé : si les communicants semblent maîtriser la RSE, 63% des Français ne savent toujours pas ce que c’est. Et paradoxalement, si le concept leur est plutôt inconnu, la RSE correspond à une réelle attente de leur part : 87% des Français estiment que l’engagement RSE des entreprises est important, voir prioritaire.
Alors, la RSE, c’est quoi ? Quelle démarche RSE adopter ? Qu’en attendent les Français ?
Dans ce nouveau cahier de tendances, TBWA\Corporate donne les clefs de compréhension de la RSE au prisme de la Disruption® et les best practices pour devenir véritablement RSE friendly. L’ensemble des chiffres mentionnés dans ce nouvel InSight We Trust sont issus d’une enquête de BVA pour TBWA\Corporate, réalisée en janvier 2020 sur un échantillon de 1000 personnes représentatif de la population française âgée de 18 ans et plus.
La RSE : un sujet vu et revu, qui alimente les discours des entreprises depuis plusieurs décennies. Pourtant, c’est toujours un domaine complexe et souvent galvaudé : si les communicants semblent maîtriser la RSE, 63% des Français ne savent toujours pas ce que c’est. Et paradoxalement, si le concept leur est plutôt inconnu, la RSE correspond à une réelle attente de leur part : 87% des Français estiment que l’engagement RSE des entreprises est important, voir prioritaire.
Alors, la RSE, c’est quoi ? Quelle démarche RSE adopter ? Qu’en attendent les Français ?
Dans ce nouveau cahier de tendances, TBWA\Corporate donne les clefs de compréhension de la RSE au prisme de la Disruption® et les best practices pour devenir véritablement RSE friendly. L’ensemble des chiffres mentionnés dans ce nouvel InSight We Trust sont issus d’une enquête de BVA pour TBWA\Corporate, réalisée en janvier 2020 sur un échantillon de 1000 personnes représentatif de la population française âgée de 18 ans et plus.
À l’ère de la communication responsable où le purpose des entreprises est maître mot, peut-on encore croire que les professionnels du BtoB soient seulement motivés par le profit, avec pour seule devise : « la fin justifie les moyens » ?
Loin des clichés persistants, la fracture entre le B2B et le B2C n’existe plus vraiment.
Dans ce nouveau cahier de tendance, TBWA\Corporate dresse le portrait du client B2B d’aujourd’hui et donne les best practices pour passer de Business to Business à Brand to Brand.
Le récent renouvellement de la classe politique n'a pas su endiguer la défiance des Français envers les élus. Si 71% d'entre eux estiment qu'un bon responsable politique est celui qui sait s'entourer d'experts compétents, leur méfiance grandit quand il s'agit des "lobbies". Dès lors, les organisations doivent elles aussi se renouveler, en développant leurs liens avec les citoyens et la société civile, pour renforcer l'ensemble de leurs actions auprès des élus
À l'ère du digital, les attentes et les pratiques des talents évoluent plus vite que la capacité des entreprises à s'y adapter. Nouvelle quête de sens, réputation, digital et advocacy sont au cœur des enjeux de la marque employeur.
Si vous souhaitez vous faire présenter l'étude en français ou en anglais vous pouvez contacter : emmanuel.anjembe@tbwa-corporate.com
Tbwa corporate lance une offre présidentielle 2017TBWA\Corporate
Les candidats qui entrent en lice pour participer à une élection présidentielle sont des marathoniens. Comme pour les sportifs, la
phase de préparation est essentielle : fixer un cap, adopter une stratégie, s’entourer d’une équipe habile et réactive. Une phase
de préparation qui nécessite, à l’instar de celle des marathoniens, plusieurs mois voire plusieurs années de travail.
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Round table discussion of vector databases, unstructured data, ai, big data, real-time, robots and Milvus.
A lively discussion with NJ Gen AI Meetup Lead, Prasad and Procure.FYI's Co-Found
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Quantitative Data AnalysisReliability Analysis (Cronbach Alpha) Common Method...2023240532
Quantitative data Analysis
Overview
Reliability Analysis (Cronbach Alpha)
Common Method Bias (Harman Single Factor Test)
Frequency Analysis (Demographic)
Descriptive Analysis
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
2. A WIDESPREAD TRUST CRISIS…
ONLY
30%OF FRENCH RESPONDENTS TRUST
THE MEDIA
EDELMAN TRUST BAROMETER 2017
ONLY
25%OF FRENCH RESPONDENTS TRUST
THE GOVERNMENT
EDELMAN TRUST BAROMETER 2017
3. …THAT EXTENDS TO COMPANIES
50%OF FRENCH RESPONDENTS
TRUST COMPANIES
EDELMAN TRUST BAROMETER 2017
55%(UP 18% SINCE 2015)
OF CEOS BELIEVE LACK
OF TRUST FROM STAKEHOLDERS
IS A THREAT TO THEIR BUSINESS
PWC GLOBAL CEO SURVEY 2016
4. A LACK OF TRUST
CAN BECOME AN OPPORTUNITY
9/10
CONSUMERS ARE WILLING TO REWARD A BRAND,
IN ONE WAY OR ANOTHER, FOR ITS AUTHENTICITY
COHN & WOLF AUTHENTIC BRANDS 2016
6. TRUST STEMS FROM PROXIMITY
83%OF FRENCH PEOPLE TRUST
THEIR PEERS MORE THAN
ADVERTISING
NIELSEN 2015
7. A PROXIMITY THAT CONSUMERS
FEEL WITH INFLUENCERS
92%OF CONSUMERS TRUST
INFLUENCERS MORE
THAN ADVERTISING
OR CELEBRITIES
MUSEFIND 2016
WHAT’S AN INFLUENCER?
Influencers are individuals who; by their status, position,
expertise or proximity to their audience; can influence
behavior. They are not spokesmen and therefore must
remain independent when sharing with their community.
8. ?
BUT IS THAT A GOOD REASON
TO GIVE CONTROL OF YOUR COMMUNICATIONS
TO A COMPLETE STRANGER?
11. ONTENT
TRUST STARTS WITH YOUR INFLUENCER
PICK A SIDEKICK
GROW THE RELATIONSHIP TOGETHER
WHAT CONTENT WILL INSPIRE TRUST?
DON’T DICTATE WHAT THEY DO
LET IT GO, LET IT GOOOOO!
CREATE INFLUENCERS
1
A
B
2
A
B
C
15. When it comes to trust, quality trumps quantity…
Discover the three “champion” influencers:
• THE MICRO-INFLUENCEUR (AUTHENTICITY CHAMPION)
• THE EXPERT (EXPERTISE CHAMPION)
• THE ACTIVIST (GOODWILL CHAMPION)
A1 A1 SIZE DOESN’T
MATTER
16. THE 3 PILLARS OF TRUST
AUTHENTICITY
GOODWILLEXPERTISE
A1
18. 60%MICRO-INFLUENCERS’
ENGAGEMENT RATE IS 60% HIGHER THAN
THE AVERAGE INFLUENCER
HELLO SOCIETY 2017
X22MICRO-INFLUENCERS
HAVE 22 TIMES MORE INTERACTIONS
PER WEEK THAN
THE AVERAGE CONSUMER
HELLO SOCIETY 2017
A1
19. #ParallèlesParisMusées
for Paris Musées
-
2016
For the launch of the
parismuseescollection.paris.fr platform,
The Musées de la Ville de Paris invited
10 Instagram Micro-influencers to help
create a social media campaign. Each
influencer was asked to re-interpret a
work of art from the museum and share
it with the hashtag
#ParallèlesParisMusées.
Capitalize on the proximity micro-
influencers have with their audiences
to popularize art and spark the interest
of the general public.
THE MICRO-INFLUENCER
A1
20. Elite Ambassador
for Lululemon
-
Since 2010
Canadian sports equipment
manufacturer Lululemon has launched
an ambassador program in which non-
mediatized athletes become the
brand's icons. These ambassadors are
chosen primarily because they reflect
the brand's culture and share its values.
Proximity across the board: between
the brand and the micro-influencers,
and between the micro-influencers and
their audience, resulting in a more
authentic image.
THE MICRO-INFLUENCER
A1
21. Monsieur Madame
for Société Générale
-
2017
Société Générale launched an
activation campaign for the release of
their new "Monsieur Madame" credit
cards using a national plan involving
14 local influencers.
A community of micro-influencers for
a national outreach campaign.
THE MICRO-INFLUENCER
A1
22. THE EXPERT
Experts are specialists in their field.
They have a strong following and are recognized for their insight on a
specific subject. They are the go-to influencers to engage communities
that are otherwise hard to reach.
A1
AUTHENTICITY
GOODWILLEXPERTISE
23. 60% OF PEOPLE TRUST EXPERTS (TECHNICAL AND
ACADEMIC)
EDELMAN TRUST BAROMETER 2017
A1
24. Microsoft Most Valuable
Professional (MVP)
for Microsoft
-
Since 1993
The MVP program is an annual award
that recognizes influential leaders in
the "technical communities" related
directly or indirectly to Microsoft.
Host a community of product experts
to enhance proximity and credibility
with your audiences.
THE EXPERT
A1
25. The First
Influencer in Space
for LinkedIn
-
2017
Professional social network LinkedIn
partnered with astronaut Thomas
Pesquet, who joined 500 other
influencers around the world to write
and cover the latest news on LinkedIn.
What better way to transform a
professional network into a
professional SOCIAL network?
THE EXPERT
A1
26. Nikon Ambassador
for Nikon
-
2017
Nikon built a team of
32 professional photographers who
became global ambassadors for its
new camera.
But the selected team did not include
a single woman, triggering a global
outcry.
A (good) reminder that expertise
cannot be the only selection criterion
for influencers.
THE EXPERT
A1
FAIL
27. THE ACTIVIST
A new generation of politically engaged influencers. Driven by principles
that put humanity at the core of their battles, they are committed. They
challenge and fight for their convictions.
A1
AUTHENTICITY
GOODWILLEXPERTISE
28. 83% OF YOUNG PEOPLE STATED THEY VALUE BRANDS
THAT PUBLICLY STAND FOR A CAUSE
BUZZMARKETING GROUP
A1
29. Live For Now Moments
Anthem
for Pepsi
-
2017
In a very tense context in the United
States, Pepsi released a campaign
starring Kendall Jenner that referred to
the Black Lives Matter movement. This
is a powerful example of a half-baked
campaign carried out by the wrong
influencer.
A politically charged statement must
be legitimate. In this case, neither the
influencer nor the brand were qualified
to convey this message.
THE ACTIVIST
A1
FAIL
30. Love Army x Turkish
Airlines
-
2017
After raising 2 million dollars to help
tackle famine in Somalia (Turkish
Airlines provided planes to transport
food), Jérôme Jarre mobilized his
Love Army (with Omar Sy and DJ
Snake) to help the Rohingya through
a 48-hour livestream, videos on
social networks, and the support of
the Turkish President and Turkish
Airlines.
Seizing the opportunity to get
involved at the right time and with
the right people.
THE ACTIVIST
A1
31. #NowWeAct by La Fondation
des Femmes
2018
#NowWeAct is a fundraising campaign to
support those who strive to ensure that no
woman will be the victim of violence
again.
In a tribune published in Libération, in
collaboration with France Inter,
130 personalities take a stance and invite
society as a whole to take concrete action
to combat violence against women.
These ambassadors share the dedicated
hashtag on their networks. In a nod to the
project, attendees of The Césars’
ceremony were invited to wear a white
ribbon.
From the choice of ambassadors to the
timing, not forgetting the media and
communication partnerships, everything
fits together perfectly to legitimately and
effectively carry the message,
#NowWeAct.
THE ACTIVIST
A1
32. The main sources of trust are right
under your nose: your employees and your clients could
be your best influencers!
• EMPLOYEE AMBASSADORS
• CUSTOMER AMBASSADORS
A2 LOOK IN YOUR
OWN BACKYARDA2
33. EMPLOYEE AMBASSADORS
As well as having detailed knowledge of your company, your employees
have the trust of your stakeholders.
A2
TRUST
KNOWLEDGE
OF THE COMPANY
EXPERIENCE WITH THE
PRODUCT/SERVICE
34. X24 BRAND MESSAGES ARE SHARED 24 TIMES MORE
OFTEN WHEN RELAYED BY EMPLOYEES
MSLGROUP – SOCIAL EMPLOYEE ADVOCACY 2014
A2
35. “Come on Howard, a
coffee” for Michel et
Augustin
-
2015
Michel et Augustin, the quirky co-
founder duo behind the eponymous
brand, sent two employees to meet
Starbucks’ CEO, who had asked to
taste their products and dreamed up
an online series to follow their
adventures in the USA.
Let employees tell the story of key
events for their company.
EMPLOYEE AMBASSADORS
A2
36. Golden Moustache
at the SNCF Training
Center
for SNCF
-
2016
SNCF put its employees on stage
with the cast of Golden Moustache
to promote its Training Center. The
influencers’ role in the comedic film
was simply to illustrate and amplify
the discourse of SNCF employees.
Using influencers to amplify the
trainees’ voices.
EMPLOYEE AMBASSADORS
A2
37. “A week in a life of…”
pour Faurecia
-
2017
In September 2017, automotive
equipment manufacturer Faurecia
Group launched an ambassador
program that hands control of the
group’s Instagram account over to a
different company employee each
week.
Giving employees the resources to
communicate without a filter creates
a more authentic message.
EMPLOYEE AMBASSADORS
A2
38. CUSTOMER AMBASSADORS
Whether one calls them consumers or prosumers, nowadays, every client
is a powerful ambassador.
A2
TRUST
KNOWLEDGE
OF THE COMPANY
EXPERIENCE WITH THE
PRODUCT/SERVICE
39. 70%
OF MILLENNIALS PREFER NON-CELEBRITY
INFLUENCER PRODUCT ENDORSEMENTS
OVER TRADITIONAL CELEBRITIES
COLLECTIVE BIAS 2016
A2
40. Shot on iPhone
for Apple
-
Since 2015
Apple used internet users’ photos to
showcase the quality of the iPhone 6
camera, selecting 162 photos from
sharing platforms and social
networks. The campaign lives on
with, for example, a movie by Michel
Gondry, entirely shot on an iPhone.
Showcasing quality user-generated
content to promote product quality.
CUSTOMER AMBASSADORS
A2
41. House of Fans
for Microsoft
-
Since 2017
Microsoft created a private club, the
"House of Fans". This on- and off-line
platform allows Microsoft to interact
with thousands of fans via exclusive
content. Fostering interactions between
the brand and its fans, House of Fans is
a mine of content that lives on social
networks and on Microsoft's own
channels.
Valorize the fans of the brand by
creating a private club, a hub for
customer ambassadors.
CUSTOMER AMBASSADORS
A2
42. Honda Next Door
for Honda
-
2017
Honda installed pop-up car
dealerships in the garages of eight
brand fans for a special activation,
covered on TV, social media, and in
the press.
Your brand fans are your best
ambassadors.
CUSTOMER AMBASSADORS
A2
46. OF INFLUENCERS WANT BRANDS TO OFFER
THEM MORE ORIGINAL CAMPAIGNS
INFLUENCE FORWARD HEAVEN – 2017
B1
62%
47. CARTEL/COM
for Ubisoft
-
2017
As a teaser for the launch of the
Ghost Recon video game, Ubisoft
gave bloggers, influencers, and
journalists a chance to dive into a
live interactive experience: a thrilling
investigation.
An exclusive, immersive experience
to get influencers on board.
GIVE THEM AN EXPERIENCE
B1
48. RunDisney
for Disneyland Paris
-
2017
Disneyland Paris invited European
Instagrammers to participate in
RunDisney four months in advance of
the actual event, ensuring they had
ample time to share the experience
with their communities and fans.
Tease an event by giving influencers
an advanced preview of the
experience.
GIVE THEM AN EXPERIENCE
B1
49. The $21,000 First Class
Airplane Seat
for Fly Emirates
-
2016
Without explanation, Fly Emirates
upgraded YouTuber Casey Neistat to
a seat that would have cost $21,000.
Stunned by the service, the YouTuber
made a video of his experience and
it received over 50 million views
since.
Give yourself the resources to seize
opportunities that arise.
GIVE THEM AN EXPERIENCE
B1
51. 48%
49%
OF INFLUENCERS WANT BRANDS TO SHARE
EXCLUSIVE CONTENT WITH THEM
INFLUENCE FORWARD HEAVEN – 2017
OF INFLUENCERS WANT A MORE
ACTIVE RELATIONSHIP WITH THE BRAND
INFLUENCE FORWARD HEAVEN – 2017
B2
52. ASOS Insiders
for ASOS
-
Since 2014
The Insiders are a group of
approximately twenty influencers
selected by ASOS. Their role: to provide
tips and look inspiration featuring
ASOS products via their social
networks. Through the ASOS Insiders
program, ASOS invites its influencers
to events, sends them gifts, and
remains in regular contact with them
to establish a long-term relationship.
Create strong ties with influencers to
create a relationship that builds value
for the brand, influencers, and
stakeholders.
A LONG AND INTIMATE RELATIONSHIP
B2
53. Adidas Runner League
for Adidas
-
Since 2015 (4 seasons)
To stand out in the running market,
Adidas launched a competition
between local teams. By giving them
emblems, Facebook pages and
leaders/influencers, the brand has
enabled its audience to take ownership
of the event and make their own
improvements to it.
Adidas has now even created an
athletics club, with the goal of sending
athletes to the Olympic Games.
Enabling the community to take
ownership of an event to strengthen
brand loyalty.
A LONG AND INTIMATE RELATIONSHIP
B2
55. GoPro Awards
for GoPro
-
Since 2015
GoPro promotes an annual
competition, giving prizes to the best
films and photos from its community.
Put user content at the heart of your
communications strategy.
INCLUDE THEM IN THE CREATIVE PROCESS
B3
56. A Trucker’s Haute
Couture
for Scania
-
2017
Scania’s clothing and accessories
are seen as fashion items by fans of
the brand. In tribute to these fans,
Scania asked an influencer from its
sector and a fashion influencer to
work together to create a unique
jacket.
This three-way co-creation (brand +
two influencers) represents an
unusual and relevant way of paying
tribute to fans of the brand.
INCLUDE THEM IN THE CREATIVE PROCESS
B3
57. Lego Ideas
for Lego
-
Since 2008
Lego acquired an independent
program in 2013 to launch Lego
Ideas, a platform allowing fans to
submit their creations to the
community for a vote, in the hope of
seeing them commercialized.
Turn your most engaged customers
into powerful creators.
INCLUDE THEM IN THE CREATIVE PROCESS
B3
58. THE THORNY QUESTION OF CONTENT. CONTENT THAT WILL SERVE THE INTERESTS OF THE
BRAND WITHOUT DEGRADING THE RELATIONSHIP BETWEEN THE INFLUENCER AND THEIR
AUDIENCE. FINDING THE RIGHT BALANCE BETWEEN CONTROL AND FREEDOM.
HOW?
DON’T DICTATE WHAT THEY DO
LET IT GO, LET IT GOOOOO!
CREATE INFLUENCERS
A
B
2 WHAT CONTENT
WILL INSPIRE
TRUST?
2
C
61. I’m Sorry I Lied to You by
Enjoyphoenix
-
2016
YouTuber Enjoyphoenix put out a
video apologizing for copying
YouTube trends (crash tests,
tutorials…) and losing touch with her
audience, in response to
disappointed fans unfollowing her
and posting their reasons for doing
so.
Fans are more than capable of
identifying overly commercial
content and will not hesitate to
make their views known.
DON’T DICTATE WHAT THEY DO
A
FAIL
62. My First Million Dollars
by Jérôme Jarre
-
2014
Jérome Jarre turned down a million-
dollar offer from an advertising
agency in order to retain his
independence.
Not everything can be bought;
influencers hold their freedom of
expression dear.
DON’T DICTATE WHAT THEY DO
A
FAIL
63. #LaVieEnLU &
Camille Lacourt
for LU
-
2018
The picture seems ordinary and authentic:
Camille Lacourt shares a moment with his
daughter. The problem is that the
influencer sends a commercial message
without specifying that the post is
sponsored. His followers were not pleased
and didn't hesitate to point it out.
Just because an influencer agrees to do
something, that doesn’t mean their
community will follow blindly.
DON’T DICTATE WHAT THEY DO
A
FAIL
66. Libé des réfugiés
(The Refugee Edition) for
Libération
-
2017
In the middle of a the French
presidential election, Libération
handed over the keys to the March 7,
2017 edition of the paper over to 21
refugees of 10 different nationalities.
A socially engaged, interactive
campaign that gave influence to
those who had none.
LET IT GO, LET IT GOOOOO!
B
67. #MBPhotoPass
for Mercedes Benz
-
2016
Mercedes Benz gave influencers
access to the brand’s Instagram
account, and the keys to a Mercedes
to test drive and post their
experiences on the company
Instagram account.
Give them the freedom to test your
offer and the resources to share the
experience.
LET IT GO, LET IT GOOOOO!
B
68. Crash the Super Bowl
Contest
for Doritos
-
2006-2016
Snack brand Doritos gave its
community the chance to produce its
Super Bowl ad. Once the competition
finished, Doritos continued to engage
its community to create content
throughout the year, via its Legion of
the Bold platform (since 2014).
Handing the management of the
world’s most expensive advertising
spot over to your fans can prove a
success.
LET IT GO, LET IT GOOOOO!
B
70. The Swedish Number
for The Swedish Tourist
Association
-
2016
The Swedish Tourist Association
made Sweden the first country with
its own telephone number. Anyone
calling the number would be
connected to a random Swede,
making everyone in the country a
potential influencer for Sweden.
Making every citizen an influencer
for their country.
CREATE INFLUENCERS
C
71. Like my addiction
for Addict’aide
-
2016
Addict’aide, a virtual village working
in addiction prevention, created a
campaign in which posts from
“Louise Delage” – an Instagram
account created especially for this
project – all including, more or less
obviously, alcohol. The campaign
was a clear demonstration of how
easy it is to miss the signs of
addiction in a friend or loved one.
Here, the message is king; all of the
influencers’ posts were carefully
designed to serve the message.
CREATE INFLUENCERS
C
72. “Yes good” for Emerald
Nuts
-
2017
Peanut brand Emerald Nuts turned a
customer comment into its tagline:
“YES GOOD”
No one knows who said it, but it
could have been anyone.
CREATE INFLUENCERS
C
76. WHAT IF INFLUENCERS ARE NO LONGER HUMAN?
Sofia, the robot Saudi
citizen, is a new tech
influencer.
77. WHAT IF INFLUENCERS ARE NO LONGER HUMAN?
Lil Miquela, the 984k follower
digital avatar. Fashion influencer,
she is also an advocate for the
"Black lives matter" movement.