Digital Influence : what's at stake for advertisers?

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Inﬂuencers & Digital Inﬂuence
What s at stake
for Marketers & Communication Managers?
@PPCApril 18th, 2013 #TFOI

@PPC
Good Evening @all

@PPC
/ Head of Innovation / Blogger : bit.ly/chezPPC
YouTube.com/videopeps / Creator of French Top30 of Inﬂuent Journalis...

1.025
friends
3.615
followers
1.889
contacts
7.238
subscribers
2.987
followers

@PPC
Let’s be clear

I’m inﬂuent

Proof?

I’ve got medals

FlickR / LenDog64

over
7 million
views on YouTube

I’ve got a big Klout

is @PPC an inﬂuent?

all of this is a joke

Score measures
NOT inﬂuence!
popularity

FlickR / Tantek

And what do real inﬂuencers
think about inﬂuence ?

Testimonies
http://youtu.be/KdWmmzJObhY

Inﬂuencers & Digital
Inﬂuence
What s at stake
for Marketers & Communication
Managers?
@PPC

4 issues and challenges

http://goo.gl/AexR5
a new
deal

Les vidéos YouTube ne sont plus prises en charge sur SlideShare

Regarder la vidéo sur YouTube

TO BE HEARD
BRANDS
NEED TO YELL
LOUDER AND
LOUDER...
http://goo.gl/WtF6C

http://goo.gl/WtF6C
PUSH
REPETITION
GRP

results?

http://goo.gl/WtF6C

http://goo.gl/WtF6C
Mrs Smith
doesn t
work
anymore!!!

proof?

source : Nielsen avril 2012

so?

FlickR / asleeponasunbeam
Social persuasion is important to consider

and?

http://goo.gl/AexR5
the
relationship
challenge

http://goo.gl/WtF6C
Source ReceiversMedia
Message

this simplistic scheme

is one century old

now

image : CaptainDash
who is the owner
of the relation?

VP Marketing?

Salesman?

Marketing Director?

Advertising agencies?

community managers?

CEOs using Twitter?

PR agencies?

Communication VP using Twitter?

bloggers?

inﬂuential twitteres?

image : Détectives de France
the owner of relationship is dead

Source Receivers
FlickR / asleeponasunbeam

SourceReceivers
FlickR / asleeponasunbeam

Communication

is no longer

source to receivers

now this is

source with receivers

all together!

source is media

receiver is media

chacun d’entre-nous
peut devenir
un influenceur
parce que
chacun d’entre-nous
peut devenir
un media !
Each of us
can becom...

proof?

Image : Inﬂuencia.net

then?

so what?

what place

for the MarCom?

FlickR / asleeponasunbeam

http://goo.gl/AexR5
the
content
challenge

Why an inﬂuencer will talk about
your offer/product/service?

what’s at stake?

image : franceolympique.com

mobile x share = buzz

mobile x share x transmedia
=
communication
@PPC

http://goo.gl/AexR5
Tools

FlickR / the-g-uk
do not
mingle
aura
vs.
relevance

http://goo.gl/AexR5

http://goo.gl/AexR5
l’enjeu
de la
posture

FlickR / risaikeda
knowledge

FlickR / asleeponasunbeam

http://goo.gl/AexR5

http://goo.gl/AexR5

http://goo.gl/WtF6C
know-how

FlickR / jacsonquerubin

FlickR / wmmmk

FlickR / Another Ashia...

http://goo.gl/AexR5

life skills
FlickR / notsogoodphotography

http://goo.gl/hqeD9

FlickR / Brandon Christopher Warren

FlickR / Gemma Bou

FlickR / notsogoodphotography

http://goo.gl/WtF6C
conclusion?

Marcom are doing a great job!
it’s changing every other day!!
@PPC

FlickR / Julie Danielle
moving
from a DEALER
to a LEADER

@PPC
Thank you

@PPC
Thank you so much

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

Digital Influence : what's at stake for advertisers?

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