If there's been a big marketing buzzword in the last year it's been 'influencer marketing' - Bloggers / vloggers / internet superstars / social media celebrities / platform power users…Whatever we choose to call them, they matter. They matter because many brands believe they are the magic wardrobe-esque shortcut to reach and engage large passionate audiences who value the emotional connection they have with their online idols over and above anything that a brand says or does. But the vast majority of talks on this subject obsess over predictable areas like product placement and creating 'content'. In this presentation we explore what the future of influencer marketing might look like by asking what the future of influencer partnerships might look like, whether there should be stricter regulation and if influencers have a responsibility to great 'good' content. This presentation was originally given at a Creative Social event in April, 2015.

1. CREATIVE SOCIAL
28.04.15
influence
THE INFLUENCE OF

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?

35. 3 BETTER
QUESTIONS

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