Independent Together: There's No Me Without Us

1. INDEPENDENT
+
TOGETHER:
THERE’S NO ME
WITHOUT US
SXSW 2021
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2. The Problem
Social influencers stand at the brand-consumer
intersection. But there is much ambiguity around their
evolving role as an authority and power broker for
followers.
The Research Question
What jobs do social influencers perform that enable
followers to achieve social identity and aspirational
goals?
Research Premise
Followers and consumers are in a perpetual state of
being and becoming. Cultural trends present external
pressures on social identity and compliance. Followers
seek signals on what to do next when cultural shifts
contradict social values and norms.
NEW VIEWS ON
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SOCIAL
INFLUENCE
CONCEPTS

3. MODELPROPOSAL
Step 1:
About them / us
conversation
Step 2:
About me & internal
conversation (social
upkeep)
2-Step Social
Influence Flow
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4. THE EVOLUTIONARY SPAN OF SOCIAL INFLUENCE
Opinion Leaders
circa 1940s
Mass media, print
Original 2-step flow
communication model
Groups use opinion leader
as filter for information
Fortifies in-group
experience by sharing
similar ideals
and opinions
Limited by reach of print or
tv media
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Influentials
circa 1960s
Mass media, print
Cosmopolitan and local
influentials stratified around
common interests
Focus of distributed content
was local or international
Geographically bounded;
sphere of influence on in-
group participants
dependent on location
Limited by reach of print or
tv media
Blog-fluencers
circa 1990s-2015
Internet, digital platforms
Decoupling of geographic
requirement for in-group
participation
Ushered in online
community groups
Group members achieve in-
group status through
shared content and ideas
as well as identity affirming
activities
Social Influencers
Current --
Social media networks,
mobile and digital platforms
Real-time content and live
events accelerates
information cycles
Brand owners (upstream
players) losing power in
cultural conversations.
Power of cultural dialog
shifting to social influencers
and followers (downstream
players).
Social upkeep needs unmet

5. FOLLOWERS
• Individual
• Micro
• Organic
• Trust
• Anticipation
• Initiator
SOCIAL INFLUENCER VALUE
CHAIN
SHIFTING POWER OF
CULTURAL CONVERSATIONS
BRAND
OWNERS
• Institutional
• Macro
• Inorganic
• Distrust
• Trepidation
• Follower
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6. Definition
JTBD denotes the progress
followers are trying to make
towards life goals in a specific
context (Christensen 2016)
Social influencers emit clues
suggesting to followers “how to be”
and “how to adapt” in an ever-
changing socio-cultural landscape
Win-Win
Insights into JTBD concept can
produce mutual benefits for social
influencer-follower relationships
JOBS-TO-BE-DONE
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Diagnostic Value

7. SOCIALUPKEEP A self-evaluation conducted to
assess the pulse of the
socio-cultural landscape and
one’s place in it.
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8. THIS TOPIC MATTERS
FORWARD LOOKING
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The interdependence in
social influencer-
follower relationships
creates a potent bond
forceful for all parties
when navigating cultural
shifts and
contradictions that
threaten social identity
and in-group
membership
Social influencers
are performing
specific but currently
unidentified jobs that
help individuals and
social group
members adapt and
thrive
Social influencers will
need new concepts,
tools and metrics that
recognize and affirm
evolving social
identities and group
affiliations