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CREATIVE SOCIAL
28.04.15
influence
THE INFLUENCE OF
QUIZ!POPDo you know who these people are?
The Influence of Influence @tombrandy & @imjustmike
The Influence of Influence @tombrandy & @imjustmike
ZOELLA, OBVS
The Influence of Influence @tombrandy & @imjustmike
8 MILLION
subscribers
The Influence of Influence @tombrandy & @imjustmike
The Influence of Influence @tombrandy & @imjustmike
LEWIS & SIMON
AKA YOGSCAST
The Influence of Influence @tombrandy & @imjustmike
31 MILLION
views
(on a song about minecraft)
The Influence of Influence @tombrandy & @imjustmike
The Influence of Influence @tombrandy & @imjustmike
CARLY ROWENA
The Influence of Influence @tombrandy & @imjustmike
150k
subscribers
The Influence of Influence @tombrandy & @imjustmike
The Influence of Influence @tombrandy & @imjustmike
LUKE CUTFORTH
AKA
LUKEISNOTSEXY
The Influence of Influence @tombrandy & @imjustmike
1/2 MILLION
subscribers
The Influence of Influence @tombrandy & @imjustmike
SOME CONTEXT
FOR THOSE
NUMBERS…
The Influence of Influence @tombrandy & @imjustmike
12.3M
live
WATCH DOCTOR WHO
The Influence of Influence @tombrandy & @imjustmike
BUT
ONLY 3.1 WATCH
ON CATCH UP…
The Influence of Influence @tombrandy & @imjustmike
THESE GUYS AREN’T ON
TV, SO MOST PEOPLE OVER
THE AGE OF 30
haven’t noticed
THEN THEY STARTED GETTING
book deals…
The Influence of Influence @tombrandy & @imjustmike
TAKEN BY SURPRISE
MARKETERS HAVE
BEEN A LITTLE
BY THIS
surprised
The Influence of Influence @tombrandy & @imjustmike
551
TALKS ON
‘INFLUENCERS’
The Influence of Influence @tombrandy & @imjustmike
They are real people with a real connection
to their audiences. They are able to connect
emotionally with their audiences, which
brands really love“
The Influence of Influence @tombrandy & @imjustmike
AMAZING!
A CHANCE TO
connect emotionally…
The Influence of Influence @tombrandy & @imjustmike
SADLY THEY JUST DID THE SAME OLD
CRAP THEY’VE ALWAYS DONE
BUT 	
  
The Influence of Influence @tombrandy & @imjustmike
The Influence of Influence @tombrandy & @imjustmike
WE CAN DO BETTER
CREDIT: SAATCHI SAATCHI
WE CAN CREATE
ROBOTS THAT
LEARN HOW TO
PLAY GAMES FROM
GAMES VLOGGERS
The Influence of Influence @tombrandy & @imjustmike
WE CAN BREAK
PLATFORMS – GETTING
INSTAGRAMMERS TO
CREATE A STOPMOTION
FILM BEFORE
INSTAGRAM VIDEO WAS
A THING
The Influence of Influence @tombrandy & @imjustmike
IT’S A
whole
new
world
AT HOLLER WE’VE BEEN
THINKING ABOUT IT A
LOT. WE RAN AN EVENT
ABOUT THE
RESPONSBILITY
INFLUENCERS HAVE…
This chap, Rick Edwards, a
broadcaster, thinks
influencers have an
obligation to get young
people to vote
This guy, Jim Chapman an
influencer, doesn’t want be
forced into creating
content he doesn’t want to
create
MUCH MORE INTERESTING THAN
HOW TO PRETEND A PRODUCT
REVIEW ISN’T JUST AN ADVERT,
RIGHT?
3 BETTER
QUESTIONS
The Influence of Influence @tombrandy & @imjustmike
WHAT DOES THE
ACTUALLY LOOK LIKE?
future
QUESTION 1:
The Influence of Influence @tombrandy & @imjustmike
...copy, extend, and finally,
discovery of a new form. It takes
a while to shed old paradigms.“ @_scottjensen
The Influence of Influence @tombrandy & @imjustmike
WHEN PLATFORMS FIRST
EMERGE, WE DON’T KNOW
HOW TO USE THEM, SO
WE JUST COPY WHAT WE
USED TO DO.
The Influence of Influence @tombrandy & @imjustmike
IT TAKES TIME AND LOTS
OF TRIAL & ERROR
BEFORE WE TAKE
ADVANTAGE OF THE
PLATFORM ITSELF
The Influence of Influence @tombrandy & @imjustmike
RADIO = WAS READING STUFF
TV = WAS RECORDING RADIO STUFF
INTERNET = WAS ONLINE BROCHURES
BEDROOM CELEBRITIES = ???
ZOELLA THE POLITICAN?
(it may sound silly, but….)
RONALD REAGAN
40th PRESIDENT OF USA
HOLLYWOOD ACTOR
FOODTUBE RESTAURANT?
COULD THERE BE A
WHAT IF BRANDS HELPED THAT HAPPEN RATHER
THAN JUST ASKING FOR PRODUCT REVIEWS?
WHAT HAPPENS IF YOUTUBERS
CREATE THEIR OWN PLATFORM?
LIKE JAY Z AND OTHERS HAVE DONE WITH TIDAL?
A YOUTUBE GAMER’S OWN GAME?
THIS ACTUALLY ALREADY HAPPENED. ALMOST.
The Influence of Influence @tombrandy & @imjustmike
HOLY CRAP, SHOULDN’T THIS
STUFF BE, YOU KNOW…
regulated?
QUESTION 2:
SHOULD CONTENT BE MONITORED TO ENSURE
CERTAIN POTENTIALLY DETRIMENTAL MESSAGES
ARE REMOVED?
What's the future of influencer marketing?
The Influence of Influence @tombrandy & @imjustmike
INDUSTRYREGULATIONS 9pm watershed
No junk food to kids
Voluntary groups e.g. Portman
OFCOM and ASA guidelines
Education quota
The Influence of Influence @tombrandy & @imjustmike
THE ASA HAS
STARTED SLAPPING
WRISTS. BUT
THAT’S IT SO FAR…
WHO SHOULD BE REGULATING THIS?
THE GOVERNMENT?
A VOLUNTARY BODY?
The Influence of Influence @tombrandy & @imjustmike
WITH GREAT POWER, SHOULD
THERE BE GREAT
responsibility?
QUESTION 3:
The Influence of Influence @tombrandy & @imjustmike
IN THE UK, TV
BROADCASTERS
HAVE TO PLAY PARTY
POLITICAL
BROADCASTS.
The Influence of Influence @tombrandy & @imjustmike
VOTE!
IF YOUTUBERS
HAVE THE SAME
REACH, SHOULD
THEY HAVE TO TOO?
The Influence of Influence @tombrandy & @imjustmike
HOLY CRAP, SHOULDN’T THIS STUFF BE, YOU KNOW, regulated?
WHAT DOES THE ACTUALLY LOOK LIKE?future
responsibility?WITH GREAT POWER, SHOULD THERE BE GREAT
CREDITS
PROTAGONIST: TOM BRANDHORST - @tombrandy
ANTAGONIST: MIKE PHILLIPS - @imjustmike
ART DIRECTION: THE INTERNET
NO INFLUENCERS WERE HARMED IN THE MAKING OF THIS
PRESENTATION
SADLY
IF YOU WANT TO TALK ABOUT
INFLUENCERS (OR DOCTOR WHO):
@tombrandy
@imjustmike
@hollerlondon

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What's the future of influencer marketing?

  • 2. QUIZ!POPDo you know who these people are?
  • 3. The Influence of Influence @tombrandy & @imjustmike
  • 4. The Influence of Influence @tombrandy & @imjustmike ZOELLA, OBVS
  • 5. The Influence of Influence @tombrandy & @imjustmike 8 MILLION subscribers
  • 6. The Influence of Influence @tombrandy & @imjustmike
  • 7. The Influence of Influence @tombrandy & @imjustmike LEWIS & SIMON AKA YOGSCAST
  • 8. The Influence of Influence @tombrandy & @imjustmike 31 MILLION views (on a song about minecraft)
  • 9. The Influence of Influence @tombrandy & @imjustmike
  • 10. The Influence of Influence @tombrandy & @imjustmike CARLY ROWENA
  • 11. The Influence of Influence @tombrandy & @imjustmike 150k subscribers
  • 12. The Influence of Influence @tombrandy & @imjustmike
  • 13. The Influence of Influence @tombrandy & @imjustmike LUKE CUTFORTH AKA LUKEISNOTSEXY
  • 14. The Influence of Influence @tombrandy & @imjustmike 1/2 MILLION subscribers
  • 15. The Influence of Influence @tombrandy & @imjustmike SOME CONTEXT FOR THOSE NUMBERS…
  • 16. The Influence of Influence @tombrandy & @imjustmike 12.3M live WATCH DOCTOR WHO
  • 17. The Influence of Influence @tombrandy & @imjustmike BUT ONLY 3.1 WATCH ON CATCH UP…
  • 18. The Influence of Influence @tombrandy & @imjustmike THESE GUYS AREN’T ON TV, SO MOST PEOPLE OVER THE AGE OF 30 haven’t noticed
  • 19. THEN THEY STARTED GETTING book deals…
  • 20. The Influence of Influence @tombrandy & @imjustmike TAKEN BY SURPRISE MARKETERS HAVE BEEN A LITTLE BY THIS surprised
  • 21. The Influence of Influence @tombrandy & @imjustmike 551 TALKS ON ‘INFLUENCERS’
  • 22. The Influence of Influence @tombrandy & @imjustmike They are real people with a real connection to their audiences. They are able to connect emotionally with their audiences, which brands really love“
  • 23. The Influence of Influence @tombrandy & @imjustmike AMAZING! A CHANCE TO connect emotionally…
  • 24. The Influence of Influence @tombrandy & @imjustmike SADLY THEY JUST DID THE SAME OLD CRAP THEY’VE ALWAYS DONE BUT  
  • 25. The Influence of Influence @tombrandy & @imjustmike
  • 26. The Influence of Influence @tombrandy & @imjustmike
  • 27. WE CAN DO BETTER
  • 28. CREDIT: SAATCHI SAATCHI WE CAN CREATE ROBOTS THAT LEARN HOW TO PLAY GAMES FROM GAMES VLOGGERS
  • 29. The Influence of Influence @tombrandy & @imjustmike WE CAN BREAK PLATFORMS – GETTING INSTAGRAMMERS TO CREATE A STOPMOTION FILM BEFORE INSTAGRAM VIDEO WAS A THING
  • 30. The Influence of Influence @tombrandy & @imjustmike IT’S A whole new world
  • 31. AT HOLLER WE’VE BEEN THINKING ABOUT IT A LOT. WE RAN AN EVENT ABOUT THE RESPONSBILITY INFLUENCERS HAVE…
  • 32. This chap, Rick Edwards, a broadcaster, thinks influencers have an obligation to get young people to vote
  • 33. This guy, Jim Chapman an influencer, doesn’t want be forced into creating content he doesn’t want to create
  • 34. MUCH MORE INTERESTING THAN HOW TO PRETEND A PRODUCT REVIEW ISN’T JUST AN ADVERT, RIGHT?
  • 36. The Influence of Influence @tombrandy & @imjustmike WHAT DOES THE ACTUALLY LOOK LIKE? future QUESTION 1:
  • 37. The Influence of Influence @tombrandy & @imjustmike ...copy, extend, and finally, discovery of a new form. It takes a while to shed old paradigms.“ @_scottjensen
  • 38. The Influence of Influence @tombrandy & @imjustmike WHEN PLATFORMS FIRST EMERGE, WE DON’T KNOW HOW TO USE THEM, SO WE JUST COPY WHAT WE USED TO DO.
  • 39. The Influence of Influence @tombrandy & @imjustmike IT TAKES TIME AND LOTS OF TRIAL & ERROR BEFORE WE TAKE ADVANTAGE OF THE PLATFORM ITSELF
  • 40. The Influence of Influence @tombrandy & @imjustmike RADIO = WAS READING STUFF TV = WAS RECORDING RADIO STUFF INTERNET = WAS ONLINE BROCHURES BEDROOM CELEBRITIES = ???
  • 41. ZOELLA THE POLITICAN? (it may sound silly, but….)
  • 42. RONALD REAGAN 40th PRESIDENT OF USA HOLLYWOOD ACTOR
  • 43. FOODTUBE RESTAURANT? COULD THERE BE A WHAT IF BRANDS HELPED THAT HAPPEN RATHER THAN JUST ASKING FOR PRODUCT REVIEWS?
  • 44. WHAT HAPPENS IF YOUTUBERS CREATE THEIR OWN PLATFORM? LIKE JAY Z AND OTHERS HAVE DONE WITH TIDAL?
  • 45. A YOUTUBE GAMER’S OWN GAME? THIS ACTUALLY ALREADY HAPPENED. ALMOST.
  • 46. The Influence of Influence @tombrandy & @imjustmike HOLY CRAP, SHOULDN’T THIS STUFF BE, YOU KNOW… regulated? QUESTION 2:
  • 47. SHOULD CONTENT BE MONITORED TO ENSURE CERTAIN POTENTIALLY DETRIMENTAL MESSAGES ARE REMOVED?
  • 49. The Influence of Influence @tombrandy & @imjustmike INDUSTRYREGULATIONS 9pm watershed No junk food to kids Voluntary groups e.g. Portman OFCOM and ASA guidelines Education quota
  • 50. The Influence of Influence @tombrandy & @imjustmike THE ASA HAS STARTED SLAPPING WRISTS. BUT THAT’S IT SO FAR…
  • 51. WHO SHOULD BE REGULATING THIS? THE GOVERNMENT? A VOLUNTARY BODY?
  • 52. The Influence of Influence @tombrandy & @imjustmike WITH GREAT POWER, SHOULD THERE BE GREAT responsibility? QUESTION 3:
  • 53. The Influence of Influence @tombrandy & @imjustmike IN THE UK, TV BROADCASTERS HAVE TO PLAY PARTY POLITICAL BROADCASTS.
  • 54. The Influence of Influence @tombrandy & @imjustmike VOTE! IF YOUTUBERS HAVE THE SAME REACH, SHOULD THEY HAVE TO TOO?
  • 55. The Influence of Influence @tombrandy & @imjustmike HOLY CRAP, SHOULDN’T THIS STUFF BE, YOU KNOW, regulated? WHAT DOES THE ACTUALLY LOOK LIKE?future responsibility?WITH GREAT POWER, SHOULD THERE BE GREAT
  • 56. CREDITS PROTAGONIST: TOM BRANDHORST - @tombrandy ANTAGONIST: MIKE PHILLIPS - @imjustmike ART DIRECTION: THE INTERNET NO INFLUENCERS WERE HARMED IN THE MAKING OF THIS PRESENTATION SADLY
  • 57. IF YOU WANT TO TALK ABOUT INFLUENCERS (OR DOCTOR WHO): @tombrandy @imjustmike @hollerlondon