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Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

advertising-marketing

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Gen Z Influencers to Brands: Let Us Be Ourselves — and Forget Tumblr

Ad Age

He let his fans dictate his agenda, sending collages of visual messages, or snaps, at each tourist stop. “At the end of the day,” he said, “I’d give a shout-out to Marriott for hooking me up with the hotels.”

That kind of brand marketing thrives on the platform, explained the 27-year old, who was commissioned for similar work byDisney and has worked for AT&T and Samsung. To demonstrate what he won’t do on Snapchat, he adopts a salesman patois: “Ten dollars off at your next stay!”

Brands must be hands-off, giving social-media savants like him one brief: “be true to yourself.”

This was the overarching message from Mr. McBride and a trio of even younger players gathered on Wednesday by 360i, the Dentsu Aegis digital agency, for a panel on “Gen Z Influencers.” The agency roughly defines the generation as those born between 1997 and 2002, and while the influencers in question might not be in the generation, they’re definitely reaching them.

And marketers want to reach them, too, which is why they are increasingly turning to content creators with fame on mobile platforms such as Snapchat, Instagram and Vine. And they’re shelling hefty fees to do so — sometimes as high as five figures per snap, photo or video. The market’s potential became clearer two weeks ago, when Twitter agreed to buy Niche, a digital talent agency for social influencers.

It makes sense. The influencers, like the YouTube stars before them, understand the platforms. And they can often execute two of the most desirable, difficult tasks for advertisers targeting younger audiences: mobile and native.

With his off-kilter images, Mr. McBride, who tucks his stringy, long hair in a backwards cap and cultivates a surfer dude image, has amassed a huge following of over 350,000 Snapchat “friends” known as “Shonduras.” His most-engaged fans, he says, are often “14-year old girls.”

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Who Are the Top 10 Influencers in Social Media?

Forbes

Who are the top social media influencers? As the social web evolves rapidly it’s clear that some influencers have the same reach and pull as media outlets.  Individuals matter in a way that’s never been possible before. I’ve been discussing with personal data specialists PeekYou how we can understand this phenomenon better. PeekYou’s mission is to render the web into a gallery of identifiable people.  So instead of those well known but mostly obscure names out there, you start to get the real measure ofpeople. How influential are the people you deal with?

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Do Influencers Really Matter?

MediaBizBloggers, 11/11/10

If you have ever read Malcolm Gladwell’s, The Tipping Point, you will know what a perceptive and persuasive treatise on the viral power of social trends this book really is. Through an eclectic set of superbly chosen anecdotes, Gladwell engagingly unveils this phenomenon, from the retro rise of Hush Puppies footwear to the disturbing epidemic nature of teen suicides.

But do such findings really apply to a brand’s advertising and marketing? Can we see an outwardly perceptible relationship between the few, influencers who have the capacity to influence, and the many, general consumers of a brand or product. If so, can we readily quantify that relationship?

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