Mastering the Art of Messenger Marketing - From Bots to Brand BuildingSuzie Shaw
With three out of the top five global social platforms being messenger apps and up to 85% of social traffic now occurring in ‘dark social’, audiences are shifting more and more of their conversations to private, inhibiting a brand’s ability to join in. Marketers need to master the art of harnessing messenger platforms, but without compromising user experience.
The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI. To read our extensive write-up to accompany these slides, please visit http://bit.ly/wasfs10
In this digital age, social media is a cost-effective tool to market your business to potential customers.
How can you use the popular social media networks effectively? In this session, you will learn what kinds of engaging, share-worthy content to post to social media, how to get started, and how to use a content calendar to plan your social media posts.
A comprehensive look at the 2016 social media trends in business and how you can utilize them. A sneak peak into 2017 and how to prepare the marketplace using social media.
In this digital age, social media is a cost-effective tool to market your business to potential customers.
How can you use the popular social media networks effectively? In this session, you will learn what kinds of engaging, share-worthy content to post to social media, how to get started, and how to use a content calendar to plan your social media posts.
CTAA - Defining 2016: Social Media & Digital Trends in Multifamily Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Mastering the Art of Messenger Marketing - From Bots to Brand BuildingSuzie Shaw
With three out of the top five global social platforms being messenger apps and up to 85% of social traffic now occurring in ‘dark social’, audiences are shifting more and more of their conversations to private, inhibiting a brand’s ability to join in. Marketers need to master the art of harnessing messenger platforms, but without compromising user experience.
The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI. To read our extensive write-up to accompany these slides, please visit http://bit.ly/wasfs10
In this digital age, social media is a cost-effective tool to market your business to potential customers.
How can you use the popular social media networks effectively? In this session, you will learn what kinds of engaging, share-worthy content to post to social media, how to get started, and how to use a content calendar to plan your social media posts.
A comprehensive look at the 2016 social media trends in business and how you can utilize them. A sneak peak into 2017 and how to prepare the marketplace using social media.
In this digital age, social media is a cost-effective tool to market your business to potential customers.
How can you use the popular social media networks effectively? In this session, you will learn what kinds of engaging, share-worthy content to post to social media, how to get started, and how to use a content calendar to plan your social media posts.
CTAA - Defining 2016: Social Media & Digital Trends in Multifamily Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Trendspotting technics have evolved thanks to social media. Identifying signals, consolidating concrete manifestations of new habits and ultimately proving an insight can be pushed to new limits, thanks to the number of elements that people share online. However, defining precisely what "trend" means can be tricky. This presentation aims to define what it can be and how cool hunting can help analysts in understanding the digital signals.
Read more on RE-UP agency:
http://thisisreup.com
This report sums up what we think will be the key digital trends in 2017 when it comes to #tech #innovation #culture & #communication. The report was presented at a breakfast seminar in Stockholm, December 2016.
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Freeman Web Meeting event on 9/29/16.
Social Media for Family Physician Advocacy and RecruitmentLeslie Bradshaw
This is a presentation that I gave to the Florida Academy of Family Physicians in Jacksonville, Florida on October 24, 2009. The content is a general introduction to social media theory, with an emphasis on how the elements of community, authenticity, family and intimacy found in social media directly correlate to family physicians. Additionally, FAFP has been engaging younger doctors through their Facebook page and are looking to take this to the next level.
The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.
You Can't Growth Hack Your Way to SuccessKyle Lacy
It's important to build a marketing strategy around a foundation instead of stringing together small "growth hacking" experiments. It's about PEOPLE, PERSONAS, PROCESSES, and PERFORMANCE.
Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.
Since its inception over a decade ago, social media has grown from a ‘fad’ to one of the most defining movements of our generation.
So what 8 trends can we expect to see in 2016?
In recent years we have seen explosive growth in disposable content – from users and brands alike. And today, 1/3 of most viewed Instagram Stories are now created by businesses.
This webinar looks at the rise of Stories – and explores the psychology behind disposable content, how brands are using it creatively and how paid media can be used for amplification and targeting.
Why Mobile Social Media Matters - Statistics, Trends, TechnologiesDavid Berkowitz
This is a primer on mobile social media, including statistics, how people are using it, why people use it, and the future of mobile social media. While specific technologies and stats will change with any given month, the trends should prove to be more enduring.
Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.
TrendsSpotting's 2010 Social Media Influencers - Trend Predictions in 140 Cha...Taly Weiss
"2010 Social Media Influencers" is the first report from the series "2010 Influencers Series: Trend Predictions in 140 Characters".
TrendsSpotting Market Research is now running its third annual prediction reports following major trends in six categories. We will be featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year.
This year we are adopting a new “tweet style” format, easier for you to focus on, comprehend and forward.
Da Viral is next generation agency that sits at the intersection of media, content and technology. We are obsessed with the customer's purchase journey and is what connects our mission directly to our client’s business challenges by 4.0 technology platforms.
We are now looking for business partnership opportunities.
Mobile Marketing statistics 2017 | Mobile Marketing StatsPixxelznet
Discover the mobile marketing statistics 2017 that will help you to reach your goals this 2017. Improve your plan strategy with these steps.
Visit: http://www.pixxelznet.com/mobile-marketing-statistics-2017/
Social Media & Tourism: 10 Tips to Attract TravelersBen Grossman
The importance of using digital, social, mobile and emerging media to attract travelers to destinations is no secret. From overarching strategy to helpful tips and tricks, this presentation covers ways to energize locals to become brand evangelists and help fuel the flow of customers from out of town.
This keynote was originally delivered Ben Grossman at Social Media Breakfast Greater Philly in partnership with Visit Bucks County in May 2011.
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing. Check out the UK results.
Trendspotting technics have evolved thanks to social media. Identifying signals, consolidating concrete manifestations of new habits and ultimately proving an insight can be pushed to new limits, thanks to the number of elements that people share online. However, defining precisely what "trend" means can be tricky. This presentation aims to define what it can be and how cool hunting can help analysts in understanding the digital signals.
Read more on RE-UP agency:
http://thisisreup.com
This report sums up what we think will be the key digital trends in 2017 when it comes to #tech #innovation #culture & #communication. The report was presented at a breakfast seminar in Stockholm, December 2016.
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Freeman Web Meeting event on 9/29/16.
Social Media for Family Physician Advocacy and RecruitmentLeslie Bradshaw
This is a presentation that I gave to the Florida Academy of Family Physicians in Jacksonville, Florida on October 24, 2009. The content is a general introduction to social media theory, with an emphasis on how the elements of community, authenticity, family and intimacy found in social media directly correlate to family physicians. Additionally, FAFP has been engaging younger doctors through their Facebook page and are looking to take this to the next level.
The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.
You Can't Growth Hack Your Way to SuccessKyle Lacy
It's important to build a marketing strategy around a foundation instead of stringing together small "growth hacking" experiments. It's about PEOPLE, PERSONAS, PROCESSES, and PERFORMANCE.
Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.
Since its inception over a decade ago, social media has grown from a ‘fad’ to one of the most defining movements of our generation.
So what 8 trends can we expect to see in 2016?
In recent years we have seen explosive growth in disposable content – from users and brands alike. And today, 1/3 of most viewed Instagram Stories are now created by businesses.
This webinar looks at the rise of Stories – and explores the psychology behind disposable content, how brands are using it creatively and how paid media can be used for amplification and targeting.
Why Mobile Social Media Matters - Statistics, Trends, TechnologiesDavid Berkowitz
This is a primer on mobile social media, including statistics, how people are using it, why people use it, and the future of mobile social media. While specific technologies and stats will change with any given month, the trends should prove to be more enduring.
Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.
TrendsSpotting's 2010 Social Media Influencers - Trend Predictions in 140 Cha...Taly Weiss
"2010 Social Media Influencers" is the first report from the series "2010 Influencers Series: Trend Predictions in 140 Characters".
TrendsSpotting Market Research is now running its third annual prediction reports following major trends in six categories. We will be featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year.
This year we are adopting a new “tweet style” format, easier for you to focus on, comprehend and forward.
Da Viral is next generation agency that sits at the intersection of media, content and technology. We are obsessed with the customer's purchase journey and is what connects our mission directly to our client’s business challenges by 4.0 technology platforms.
We are now looking for business partnership opportunities.
Mobile Marketing statistics 2017 | Mobile Marketing StatsPixxelznet
Discover the mobile marketing statistics 2017 that will help you to reach your goals this 2017. Improve your plan strategy with these steps.
Visit: http://www.pixxelznet.com/mobile-marketing-statistics-2017/
Social Media & Tourism: 10 Tips to Attract TravelersBen Grossman
The importance of using digital, social, mobile and emerging media to attract travelers to destinations is no secret. From overarching strategy to helpful tips and tricks, this presentation covers ways to energize locals to become brand evangelists and help fuel the flow of customers from out of town.
This keynote was originally delivered Ben Grossman at Social Media Breakfast Greater Philly in partnership with Visit Bucks County in May 2011.
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing. Check out the UK results.
Introducing thegen-narrators - Good RebelsGood Rebels
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing.
Introducing the Gen-Narrators, research by The Economist among 90,000 Millennials worldwide. One sub-segment of the millennials has an extraordinary ability to influence. They are effective at sharing. The Economist called them the ‘gen-narrators.’
This group of millennials were characterised with traits that disproved all previous stereotypes and millennial clichés. Gen-narrators had a focused audience, were specialists, had interest networks, and they paid in knowledge rather than in cash.
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But an Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing. Check out the study's global results,
The Jupiter Drawing Room CT presents:
The Deeply Insightful Report
This report aims to spotlight key topics, insights and learnings that we can get inspired and informed from.
The power of influencers is in their relatability and credibility as content creators. How do you find the right influencer and collaborate with them to connect with a younger audience?
If you would like the full presentation in your inbox, please email hello@jupiterct.co.za.
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing.
The 300 influencers who responded to the survey are heavily engaged on social media. 56 percent spend at least four hours per day on social media, and more than 20 percent spend in excess of seven hours per day on social sites.
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
INBOUND 2017: The New Content King is a Queen and She's an Influencer Tiffany Bukowski
The cost of acquiring new customers has become more costly and unpredictable. As marketers, you're faced with an increasingly complex buyer journey, and growing pressure from the organization to make it cheaper to get high-value accounts. Smart marketing organizations are scaling their content creation and amplification operations to meet the demands of a curious and skeptical consumer, and even smarter marketers are leveraging the goodwill of their armies of happy customers to create authentic and fresh social content. Learn what an influencer, an advocate and a celebrity endorsement is; how to leverage each to grow revenue; and get access to best practices and big data that makes working with influencers and generating content not only fun and compelling, but revenue enabling. And, in the process, we will meet real influencers, understand their motivations, know how to best compensate them and use their content to change the game.
As the Customer Obsessed Digital Agency®, Tenthwave wanted to take our customer-centric approach with our 2016 Trend Report. The information in this report should be used to help you identify opportunities in the marketplace that your marketing teams can use to develop things that matter to your customers. This report identifies and explores the 16 nascent marketing trends that will impact the marketing landscape in the upcoming year.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
Under The Influence
1. Why Australians have fallen for the
charms of social media influencers and
how marketers CAN CAPiTALISE.
November, 2017
2. * Media brands consumed in the last 7 days; 12 months to June
2017; Roy Morgan
** Source: Linqia report, 2016
Australian YouTuber twins Danny and Michael Philippou have over 4 million subscribers on YouTube (RackaRacka)
I
The niche
fIeld that
went
mainstream
nfluencer Marketing
has gone mainstream.
As well as native
credibility, Influencers
are offering brands
enormous audiences:
Australia’s Top 10 Influencers
now have more subscribers
on average (9.4m) than the top
10 Australian media companies
are reaching each week (7.7m)*. And
with 94% of marketers who use Influencers
believing the tactic to be effective**, the
field’s rapid growth looks set to continue.
But as with all new disciplines, best practice
takes time to be established. Hence our
motivations in producing this report, and
commissioning the original research that
underpins it: firstly, to properly understand
the phenomenon - just why have Influencers
become so popular? And secondly, to share
some considered but concise insights,
grounded both in research and our own
experience. We hope you find it useful.
3. WHAT IS
AN INFLU-
ENCER?
No dictionary definition of ‘influencer’ captures
the multiple dimensions of today’s social media
Influencers. First, they can be what traditional
media calls ‘talent’, i.e. front-of-camera.
Secondly, they’re also behind the camera,
acting as what traditional media might call a
director/photographer/stylist etc, which in
Social we’d call a content creator. Thirdly, to
again draw a parallel with a traditional medium
such as magazines, they’re not just shooting the
magazine cover, and appearing on the magazine
cover... they actually are the magazine. They
are the media, with their own audiences, in the
form of their fans and followers.
The dictionary says an influencer is
simply someone who has the power to
influence others.
4.
5. Many Influencers are experts in their
field. They’re fitness gurus, professional
photographers, or beauty experts. And
indeed, our research found that 63%
of Australians who follow an Influencer do
so because they’re a trusted source of
information. And yet ‘Authority’ was only the
second most popular source of Influencers’
appeal. ‘Entertainment’ rules, with 85% of
Australians describing Influencer content as
entertaining, and 77% citing it as the main
reason they enjoy Influencer content.
“Parentingcanbeatoughslogandlikeproviding
those 90 seconds of hilarious escapism that
take the piss out of parenting stereotypes and
makes people feel better about their day!”
NZ content creator, @howtoDADnz
Inspire me, teach me,
challenge me… but
above all, entertain me
Beauty expert, @shaaanxo
6. Although Entertainment and Authority are
the top two reasons Australians are turning
to Influencers, a significant and perhaps
surprising proportion - 62% - agreed with
the statement that “Influencers help me
shape my identity.” Our research found this to
be especially true for the 16-35 age group - no
doubt because they’re still in the age of self-
discovery - and for people needing to redefine
themselves because they have entered new
life stages… for example, new Mums, who lap
up content from Mum Influencers.
“It started because we wanted to share, raw,
refreshing and intimate stories from our lives
and other women we adore, showing we are all
living and feeling similar things as we try and
find the ever-elusive balance of motherhood,
career, love and friendship.”
Mum Infuencers, @showandtellonline
Influencers aren’t just
helping people entertain
themselves - they’re
helping people defIne
themselves
7. Today, 49 percent of Australians were either
born overseas or had one or both parents
born abroad* prompting Junkee’s news and
political editor, Osman Faruqi, to observe that
“the more diverse Australia becomes, the more
obviously out of step our TV
programming and newspapers
are in reflecting it”. **
But with Influencers, it’s a
completely different story.
From Mychonny to Superwog,
and Shammi to Natalie Tran,
these YouTubers are strikingly more diverse
than the mass media, with a degree of gender,
cultural and sexual diversity that mainstream
media networks have failed to embrace.
*Australian Bureau of Statistics, 2016 Census
**Osman Faruqi in Meanjin, 2016
“WhydobreakfastprogramsontheABC,Seven,
Nine and Ten exclusively feature white people?
Why do our news journalists so rarely reflect
the population they are reporting on?”
Editor, Osman Faruqi @oz_f
The people on TV
aren’t like me
YouTubers, @superwog1
Creator, May Leong-Korobacz
@hellomissmay
8. ‘Inspiration’ ranked as the fourth most
importantmotivationforfollowingandengaging
with Influencers according to our research,
with 61% of respondents seeing it as part of
Influencers’ appeal. The first point to note is
perhaps the sheer breadth of inspiration now
available to consumers, on everything from
fashion, to fitness, to thriving on a vegan diet.
Because it’s no longer expensive to create or
distribute content, an army of creators who
could never have afforded to create their own
magazineorTVshowarenowabletosharetheir
ideaswithanaudience.Andtheveryfunctionality
of social media has aided discoverability for the
audience, with algorithms surfacing suggested
content and features like searchable hashtags
ensuring inspiration is instantly accessible.
“If you’re going through a rough time, someone
always seems to be sharing something at the
right time and then you feel really good for the
rest of the day. I’m really influenced by that and
I’ll share it around.”
25 year old, female
Inspiration is
now instantly
accessible
Teacher, Home Baker and Author,
@katherine_sabbath
9. Everyone has a smartphone, anyone can upload
toYouTubeorInstagram.Therefore,anyonecan
become an Influencer. But the low barriers to
entry don’t mean consumers hold Influencers
in low regard. In fact our research showed
that the attainability of the Influencer lifestyle
actually heightens their appeal, because -
comparedtocelebrities-Australianconsumers
find Influencers so much more relatable. This
new phenomenon, of ‘attainable aspiration,’ is
fuelling the growth of Influencers.
The Influencer
lifestyle is not
just aspirational
- it’s attainable
“Influencers portray a more natural & authentic
imageoftheirdailylives;itallowstheirfollowers
to look into everything they do and feel it’s
aspirational but attainable. Unlike the major
celebrities that live the ‘dream life’, we just live
our normal lives and it’s more relatable.”
Travel Blogger, @alexhayess
Tavel Blogger, @alexhayess
10. Influencers don’t just pump out content to
their fans. They respond to their comments,
and even tailor material to their community’s
requests. Influencers’ openness is a huge
part of their appeal, with 71% of research
respondents saying they like seeing behind
the scenes of an Influencer’s life.
“Online creators tend to be sharers, more
often than not they will open up to their
viewers, bringing them along through their
day-to-day life. Viewers are allowed much
more access than you would typically find in
mainstream media.”
Online comedian, @LounaTuna
Influencers are letting
fans see behind the
curtain. Not just into
their dressing room,
but into their creative
process.
Fashion Blogger, @carmengracehamilton
Travel Blogger, @samearp
11.
12. There isn’t a magazine, newspaper or TV show in
the country that beats our biggest Influencers,
in terms of audience size. In many categories,
Influencers can give advertisers the reach that
mainstream media no longer can. For example,
when the boys from Mighty Car Mods created
a ‘Mod Max’ video series promoting the release
of Roadshow Films’ ‘Mad Max: Fury Road’ it
reached more than 4 million people. That’s 4x
the highest audience ever achieved by ‘Top
Gear Australia’, and with a fraction of the
investment of a major TV campaign. However,
when choosing creators, brands should review
their demographic and geographic reach to
ensure there’s optimal alignment.
YouTubers, Mighty Car Mods video series, by We Are Social
Influencers are the
new media channels
13. Today’s Influencers grew up shooting. The
barriers faced by previous generations never
existed for them. With minimal equipment
and no crew, many are producing stunningly
good content. Our research with Influencers
revealed their motivation isn’t primarily to make
money - it’s to make great content and growing
their audience.. This means that for marketers,
getting the best results is less about how much
money you can pay, and more about how much
creative freedom and opportunity you can give.
And this high quality content can live beyond
the influencers channels, on brand channels
too.
“While anyone with a camera can do
it, it’s now super professional. I like
to watch people who travel around
the world. Their content is great.”
21 year old, male
The successful
Influencer is an amateur
who produces content to
a professional level
@samevanslife
14. Our research showed that Influencers have a
disproportionate appeal amongst people aged
16-30. This group is in a self-discovery phase;
Influencers can act as role models, helping
them shape the way they live their lives. The
importance of Influencers seems to be less
pronounced for those aged 0-15 (whose key
influences are family and school) and for the
over 35s (whose identity is largely defined).
However, if you’re talking to under 35s and don’t
have an Influencer strategy, there’s potentially
a blind spot in your media plan.
The influencers’
key audience
is those who
are still easily
influenced:
the young
Mimicry Self
dIscovery
Commitment Legacy
CREATINGIDENTITY
LIFE STAGE
0- 15 yo 16 - 30s yo 30s - 60s yo 60+ yo
“Eventually you stop listening to what other
people are liking and find what you like. When
you’re young everyone is just trying to fit in
and be the same person. As you get older,
you find your own sub-culture, become
your own person and start doing what you
want to do with more independence.”
31 year old, female
15. As ad blocking evolves from a trend
into an epidemic, native content is
becoming ever more powerful. But to
realise the potential of native content,
the brand activity must fit seamlessly
into the Influencer’s feed. An example: for
the launch of Netflix, popular Influencer
Troye Sivan invited his fans to ‘watch
along’ with the Netflix show Unbreakable
Kimmy Schmidt - exactly the kind of show
you’d expect Troye to watch. Result: the
hashtag #TroyeWatchesKimmySchmidt
trended worldwide, and reached 90 million
people. But when it’s not seamless, it’s a
problem: 67% of our research respondents
said they ‘do mind’ if Influencers promote
things they don’t use or don’t believe in.
“If it bears some similarity to what
they do, then I’m fine with it.”
23 year old, male
The product doesn’t
interrupt the
editorial.
It is the editorial.
Singer-songwriter, Actor and YouTuber, @troyesivan
16. When it comes to celebrity endorsement,
consumers fully understand that the star
doesn’t really use the product, and has merely
been paid to play. But Influencer endorsement
(when correctly done) is seen as authentic and
trustworthy, with 59% of respondents in our
research agreeing Influencers are ‘a trusted
place to find things out’, and 60% saying they’d
‘try a product recommended by an Influencer’.
Influencer
endorsement is seen
as more credible
than celebrity
endorsement
Any brand partnership, relationship
or project I work on has to come from
a place of interest and authenticity.
It is this authenticity in our own
brand that our audience thrives on
and keeps them engaged. ”
Surfboard Designer and Entrepreneur, Hayden Cox @haydenshapes
17. As long as an Influencer’s brand-funded
activity is sympathetic to their usual style of
content, and the commercial relationship is
transparently stated, our research found that
85% of consumers don’t resent them doing it.
And as long as Influencers are delivering against
the audience’s expectations of content quality,
consumers understand and appreciate “they
need to make money” and get that it’s a quid
pro quo.
“The ones that are making money have the
best content. If I’m looking into surfing videos,
the guys at the top have the best content. I
know they are being paid for it but I get to see
the best surfing video”.
22 year old, male
Influencers live
the dream. and
audiences accept
someone needs to
pay for it
18. Marketers should be looking to partner with
Influencers who have credibility - not just a big
audience. Our research found that consumers
have started to categorise Influencers into
a hierarchy. At the top are those who have
earned authority for their talents. At the bottom
are “wannabe celebrities” and “social media
exhibitionists” – seen as using social media to
gain exposure and exploit fame for its own sake.
Though they may retain large audiences, their
authority (and hence ability to influence) has
plummeted. Additionally, it’s vital that a brand
deploys an Influencer in a relevant context. If
they are used for an area in which they lack
authority, the content won’t resonate.
“One Olympic silver medallist rower I follow is
insightful,knowledgeableandgivingsomething.
Others who haven’t even gone to a world
championship but are talking are pathetic. If
you’ve got a talent first then it’s legitimate”.
22 year old, male
Dan Conn @Daniel_DC_Conn, who has the
credibility of an NRL career with the Roosters,
Bulldogs and Titans, and is the founder of fitness
chain F45, has gained a substantial social media
following.
Talent is marketable,
fame is disposable
19. Our research with Influencers revealed that
they believe it’s their honest and authentic
voice which keeps their audience engaged.
We’ve found that simply attaching a brand to
the Influencer like a badge creates a negative
reaction, and undermines the potential to
influence. A better strategy is for an Influencer
to display products - 59% of consumers ‘don’t
mind seeing products’ in an Influencer’s feed,
according to our research. But the real power
is unlocked when the message is packaged as
an experience. If the Influencer is seen to be
doing something (within a suitable context), it’s
far more inspirational, authentic and powerful.
“People smell BS from a mile away,
and as soon as that happens,
you’ve lost their interest.”
Creator, @samevanslife
Creator, @samevanslife
“It’s more inspirational seeing people doing
something. You can’t fake an experience. It
doesn’t look like they’re hardcore selling.
They’re doing something that’s cool.”
32 years old, female
Don’t give them
something to sell,
give them something
to do
20. Having outlined the enormous audiences that
Australia’s biggest Influencers now command,
it would be remiss of us not to highlight the
opportunities represented by the so-called
‘micro-influencers’ (10K - 50K followers).
Covering everything from cupcakes to physics
to Japanese public drunkenness, they’re
the specialist magazines (think ‘Fly Fishing
Weekly’) of our times. For brands that operate
within a specific niche, or want to reach one,
micro-influencers can offer high engagement,
affordable fees, and in many cases, huge
creative talent.
Why a small
audience
can have a
big appeal
Left: Photographer, @nightsnlights
Top: Artist, Elliott Routledge @funskull
Bottom Right: Muscian, @kindermusicofficial
21. ROII
DISTRIBUTION INFLUENCECREATION
INVESTMENT
“The main value for my audience is laughter. Although laughter is not
a concrete, measurable analytic. The other analytics can become
a reflection of how well I’ve done as an entertainer. The same
feedback loop applies for a performer in real life and a performer
online. Once you’ve identified the key value for your audience,
the stress is to ensure you continue to deliver that value. ”
YouTuber, @ozzymanreviews
How to measure
your ROII (Return on
Influencer Investment)
Measuring impact is quite rightly an important
concern for marketers, and has proved especially
challenging in the field of Influencer marketing. As
with all things in marketing, the starting point is
your objectives and structuring the measurement
around how those objectives are being met. At
We Are Social, we tend to look at how impact of
influencer activity can be measured across 4 broad
areas:
1 - Executional impact: looking at how the
audience consumed and engaged with the
activity (reach, likes, shares, comments etc)
2 - Media impact: measuring the efficiency of
distribution. We use a bespoke framework we
call ROII (Return on Influencer Investment)
3 - Brand impact: analysing the impact of the
activity on the audience’s perception of the
brand (usually by aligning and attributing
activity to a brand tracker)
4 - Behavioural impact: looking at how the activity
affected behaviour such as a website visit.
22. 1 - Define the objective of your activity.
Consider whether it’s awareness, affinity,
or even trial, as this may have a significant
bearing on which Influencers you select
and how you choose to engage them.
2 - Use social tools to identify the most
influential voices in the category.
3 - Explore their identity, their reach, their
engagement, the demo of their audience,
and their style of content.
4 - Look at previous brand activity to ensure
the Influencer is effective and there’s no
conflict.
5 - Consider whether you want them to
create content for distribution on their
social channels, on your social channels,
or whether you want to use the content
in other places like point of sale or your
website.
6 - Outline the value you want them to deliver
in exchange for what you’re offering. Take
into account the format of the content,
which channels it will be distributed on,
whether personal appearances or PR
placements are required, and whether
you require product or brand exclusivity.
7 - Contract them.
Ready to jump in?
Go through this
checklist first
23.
24. FOCUS
GROUPS
Quant.
Survey
INFLUENCER
Interviews
PHASE 1 PHASE 2 PHASE 3
7 x age-band groups of
Australians who use social
media at least weekly, and
who follow Influencers.
Representative sample
of 1024 Australians, who
use social media at least
weekly, and who follow
Influencers.
10 x Influencer depth
interviews to gather
learnings about how to
foster more effective
brand partnerships.
Through Pureprofile
June 2017
Through Forward Scout
May 2017
25. We Are Social
107 Regent Street
Chippendale
2008
Australia
wearesocial.com.au
Suzie Shaw
Managing Director
suzie.shaw@wearesocial.net
+61 2 9046 3710
ADDRESS CONTACT
CONTACT