The Power Of Influencers - ClickZ Chicago 2015 - Nick Burcher

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Influencer marketing presentation by Nick Burcher, MediaCom - Edited highlights from the presentation that I gave on Influencer marketing at the ClickZ Chicago conference in November 2015. Slides feature comment on the evolution of communication, data and statistics about influencers and then some best practice recommendations on how to run influencer marketing activity and how to work with YouTube stars.

Marketing

November 17–19, 2015
#CZLCHI | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
The Power Of Influencers
[a small selection of the slides I presented at ClickZ Chicago 2015]
Nick Burcher
Head of Social:
MediaCom (Europe, Middle East, Africa)
Author:
Paid Owned Earned

About MediaCom
With offices around the world,
MediaCom is the content and
connections agency –
we transform clients’
communications through
systems thinking.
November 17–19, 2015 | #CZLCHI | @ClickZLive

November 17–19, 2015 | #CZLCHI | @ClickZLive
Alexandra Palace,
North London

November 17–19, 2015 | #CZLCHI | @ClickZLive
The traditional model of
communication
Shannon-Weaver model
SENDER RECEIVERMessage
Feedback loop
Noise

November 17–19, 2015 | #CZLCHI | @ClickZLive
The web changed everything

November 17–19, 2015 | #CZLCHI | @ClickZLive
The new model
SENDER RECEIVERMessage Message
Noise
Noise
RECEIVER
RECEIVER
RECEIVER
Noise
Noise
Noise
Noise
Feedback loops

November 17–19, 2015 | #CZLCHI | @ClickZLive
Today, anyone can be a ‘Sender!’

November 17–19, 2015 | #CZLCHI | @ClickZLive
YouTube Stars and
social media celebrities
Country: Sweden
Population: 9.5 million
City: Gothenburg, Sweden
Population: 491,000
PewDiePie from Gothenburg, Sweden
YouTube subscribers: 40 million (!!!)

November 17–19, 2015 | #CZLCHI | @ClickZLive
So what does PewDiePie do?
(*hint: it’s not like the BBC from 1936…)
https://www.youtube.com/user/PewDiePie

November 17–19, 2015 | #CZLCHI | @ClickZLive
“Viewers are the new studio bosses and
Google analytics dictate stardom.”
Vice report on StreamCon
http://www.vice.com/read/everyones-a-star-at-streamcon-the-convention-for-youtube-sensations-511

November 17–19, 2015 | #CZLCHI | @ClickZLive
8 of the top 10 slots in the Variety talent survey are now commanded by YouTube creators (based on
approachability, authenticity and other criteria that considered aspects of their overall influence.)
Variety survey 2015

November 17–19, 2015 | #CZLCHI | @ClickZLive
…the rest of that list
http://variety.com/201
5/digital/news/youtube
rs-teen-survey-ksi-
pewdiepie-
1201544882/

Publishers are even giving
book deals to YouTube stars!

November 17–19, 2015 | #CZLCHI | @ClickZLive
“Teens perceive YouTube stars to be 90%
more genuine, 17 times more engaging
and 11 times more extraordinary than
mainstream celebrities.”
USC Professor Jeetendr Sehdev in AdAge
http://adage.com/article/digital/female-youtube-stars-carry-clout-mainstream-celebs/301119/

November 17–19, 2015 | #CZLCHI | @ClickZLive
RhythmOne published a study in August 2015
that claims that for every $1 spent on
Influencer marketing campaigns in the USA,
advertisers earnt up to $14.29 in media value…
…and it’s not just books that
Influencers are selling

November 17–19, 2015 | #CZLCHI | @ClickZLive
Influencer marketing needs to
be integrated into the whole
marketing system

November 17–19, 2015 | #CZLCHI | @ClickZLive
3 approaches to working
with Influencers
DISTRIBUTION
CREATIONCREATION DISTRIBUTION
“Share this”
Leverages the
audience of the
Influencer
“Create this”
Leverages content
creation expertise of
the Influencer
“Create and
Share this”
Uses the content
creation expertise and
the audience of the
Influencer

November 17–19, 2015 | #CZLCHI | @ClickZLive
Augure’s “State of Influencer Engagement
2015” report highlighted what brands are
using Influencers for – ‘Content’ is the key
area.
How are brands using
Influencers?

November 17–19, 2015 | #CZLCHI | @ClickZLive
“Do you know how many times you were originally obligated to
post about Sprite?
I don’t know, but I probably surpassed that by at least a hundred
tweets. I probably fulfilled the contract before the contract was
signed.
When you tweet about Sprite, do you do it with the mindset of
sponsoring it, or are you making a joke of the idea of what being a
‘sponsored rep’ entails?
I don’t ever go with anything thinking of marketing. Sprite is just
within me sometimes, you know what I mean? You’ve definitely
got to have fun with it.”
https://contently.com/strategist/2015/09/09/why-vince-staples-cant-stop-tweeting-
about-sprite-2/
Find the Influencers who really
want to work with you…!

November 17–19, 2015 | #CZLCHI | @ClickZLive
There are strict
rules around
disclosure and
conduct – check
the FTC site for
comprehensive
details.
And finally…
FTC rules

November 17–19, 2015 | #CZLCHI | @ClickZLive
@nickburcher
@mediacomglobal
Thank you

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The Power Of Influencers - ClickZ Chicago 2015 - Nick Burcher

1. November 17–19, 2015 #CZLCHI | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers The Power Of Influencers [a small selection of the slides I presented at ClickZ Chicago 2015] Nick Burcher Head of Social: MediaCom (Europe, Middle East, Africa) Author: Paid Owned Earned

2. About MediaCom With offices around the world, MediaCom is the content and connections agency – we transform clients’ communications through systems thinking. November 17–19, 2015 | #CZLCHI | @ClickZLive

3. November 17–19, 2015 | #CZLCHI | @ClickZLive Alexandra Palace, North London

5. November 17–19, 2015 | #CZLCHI | @ClickZLive The traditional model of communication Shannon-Weaver model SENDER RECEIVERMessage Feedback loop Noise

6. November 17–19, 2015 | #CZLCHI | @ClickZLive The web changed everything

7. November 17–19, 2015 | #CZLCHI | @ClickZLive The new model SENDER RECEIVERMessage Message Noise Noise RECEIVER RECEIVER RECEIVER Noise Noise Noise Noise Feedback loops

8. November 17–19, 2015 | #CZLCHI | @ClickZLive Today, anyone can be a ‘Sender!’

9. November 17–19, 2015 | #CZLCHI | @ClickZLive YouTube Stars and social media celebrities Country: Sweden Population: 9.5 million City: Gothenburg, Sweden Population: 491,000 PewDiePie from Gothenburg, Sweden YouTube subscribers: 40 million (!!!)

10. November 17–19, 2015 | #CZLCHI | @ClickZLive So what does PewDiePie do? (*hint: it’s not like the BBC from 1936…) https://www.youtube.com/user/PewDiePie

11. November 17–19, 2015 | #CZLCHI | @ClickZLive “Viewers are the new studio bosses and Google analytics dictate stardom.” Vice report on StreamCon http://www.vice.com/read/everyones-a-star-at-streamcon-the-convention-for-youtube-sensations-511

12. November 17–19, 2015 | #CZLCHI | @ClickZLive 8 of the top 10 slots in the Variety talent survey are now commanded by YouTube creators (based on approachability, authenticity and other criteria that considered aspects of their overall influence.) Variety survey 2015

13. November 17–19, 2015 | #CZLCHI | @ClickZLive …the rest of that list http://variety.com/201 5/digital/news/youtube rs-teen-survey-ksi- pewdiepie- 1201544882/

14. Publishers are even giving book deals to YouTube stars!

15. November 17–19, 2015 | #CZLCHI | @ClickZLive “Teens perceive YouTube stars to be 90% more genuine, 17 times more engaging and 11 times more extraordinary than mainstream celebrities.” USC Professor Jeetendr Sehdev in AdAge http://adage.com/article/digital/female-youtube-stars-carry-clout-mainstream-celebs/301119/

16. November 17–19, 2015 | #CZLCHI | @ClickZLive RhythmOne published a study in August 2015 that claims that for every $1 spent on Influencer marketing campaigns in the USA, advertisers earnt up to $14.29 in media value… …and it’s not just books that Influencers are selling

17. November 17–19, 2015 | #CZLCHI | @ClickZLive Influencer marketing needs to be integrated into the whole marketing system

18. November 17–19, 2015 | #CZLCHI | @ClickZLive 3 approaches to working with Influencers DISTRIBUTION CREATIONCREATION DISTRIBUTION “Share this” Leverages the audience of the Influencer “Create this” Leverages content creation expertise of the Influencer “Create and Share this” Uses the content creation expertise and the audience of the Influencer

19. November 17–19, 2015 | #CZLCHI | @ClickZLive Augure’s “State of Influencer Engagement 2015” report highlighted what brands are using Influencers for – ‘Content’ is the key area. How are brands using Influencers?

20. November 17–19, 2015 | #CZLCHI | @ClickZLive “Do you know how many times you were originally obligated to post about Sprite? I don’t know, but I probably surpassed that by at least a hundred tweets. I probably fulfilled the contract before the contract was signed. When you tweet about Sprite, do you do it with the mindset of sponsoring it, or are you making a joke of the idea of what being a ‘sponsored rep’ entails? I don’t ever go with anything thinking of marketing. Sprite is just within me sometimes, you know what I mean? You’ve definitely got to have fun with it.” https://contently.com/strategist/2015/09/09/why-vince-staples-cant-stop-tweeting- about-sprite-2/ Find the Influencers who really want to work with you…!

21. November 17–19, 2015 | #CZLCHI | @ClickZLive There are strict rules around disclosure and conduct – check the FTC site for comprehensive details. And finally… FTC rules

22. November 17–19, 2015 | #CZLCHI | @ClickZLive @nickburcher @mediacomglobal Thank you

The Power Of Influencers - ClickZ Chicago 2015 - Nick Burcher

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