1. h
el
lo

2.
THE OLD WAYS ARE DINOSAURS
*’PRODUCT
*PLACE
*PROMOTION
*PRICE
THE 4PS OF MARKETING ARE DEAD
Brands are intangible, grow organically, & in unexpected ways.
Strategic end results fail to capture the manifold ways that
brands are valued today.

3. Thanks to the power of viral videos, we
can ‘all find our 5 minutes of fame
Over48hoursofvideouploaded
ontoYouTubeeveryminute
Videosharing=sharingcultural
moments
Easeofuseandsharinghaspropelledthepopularityofvideoandgeneratednewcommunities
ofparticipation,acceleratinginformationexchange-wearealltaste-makersnow

4. “ just as we’d gotten used to consuming sequential narratives in a
carefully prescribed, point-by-point fashion, came the internet...”
We no longer live in a
Linear World
We move across time & space @ different rates –
both digital and ‘real’, and rarely focus on 1 thing
@ a time, but flit between platforms, tracing our own
multiple lived existences & wanting to discover,
learn, share @ our own pace

5. But ‘authenticity’ & ‘true social
engagement’ & ‘connecting to
consumers’ are tossed around too
easily, spread too thin & wide &
ultimately destroy any true
value…

6. *we Provide deeper connections
*we channel real conversations
*& we foster real change
*or maybe we foster a family, grow our family? Plant seeds to
feed? For our flowers to flourish? We prune out the weeds? Or the
vines? No, we nourish vine?
*or growth our community brand story uprooting evolving organic
human story eco-system through our compelling data human-driven
machines of organic growth
=‘Digital Intimacy’ or Digital
Blah Blah Blah Buzzwords
masquerading as ‘Conversation’

7. And become
EMpTY

8. New links must be forced
rust, as old ones rust.”
Jane Howard

9. Brand Engagement through
Immersive Experiences

10. The voyage of discovery is not in seeking
new landscapes but in having new eyes.
Marcel Proust

11. “I was on a pilgrimage to New York, and I got to
hang with Ramm at his "battle station". After several hours
of collaborating on a sculpture, I woke up on his floor,
totally disoriented. He was passed
out too, but before the vodka and fumes hit us
(to his ultimate demise, this was how he worked) he had
granted me profound
knowledge on the nature of reality building. He
had also given me the only copy of a VHS document
called "The Evolution Griller".
Immersion comesfromvisceral experiences
That experience changed me. Was it Art? Was it Life? It
was art-making. And that is Life.” Jeff Hull

12. Co-Creation, Peer Production
Convergence
Culture

13. . “Experience which is passed down from mouth
to mouth is the source from which all storytellers
have drawn.”
Walter Benjamin ‘The Storyteller’ in Illuminations

14. “I don’t trust theories
I only trust alongside others in their moments
of experiences {matt Jackson kauffman}
Experience = new currency of

15. Digi
tal

16. The internet has become seamlessly
integrated into everyday life. Thanks
to techno-tools, it’s easier than ever
to accompany our consumers in their
IN-CONTEXT
INTERACTIONS OF THEIR
EVERYDAY LIVES.
INCLUSIVE & INTIMATE:
THE COLLABORATIVE
COMMUNITY OF THE
DIGITAL AGE
Online oxygen refers to how online
access has become AN ABSOLUTE NECESSITY FOR MANY
CONSUMERS.
This means global
involvement

17. Self empowerment – process not product
• Learning is increasingly becoming about self-improvement rather than
specific purposes. Internet facilitated ease of information
• Consumers are Connoisseurs- infiltrates all fields from the specialist to
the routine.
• Knowledge of almost everything is desirable &accessible.
Consumers are hungry to discover every detail of their needs,
desires, & interests- both personalised & fluid ı
{seamless flexibility}ı
Trend Exploration & Creative
Empowerment

18. To stay relevant, BRANDS
MUST PLAY AN ACTIVE
PART IN
CONSUMERS LIVES
BY Participating in
them

19. 19
CULTURE CAN INFLUENCE OUR
THOUGHT AND PURCHASE
PATTERNS in many ways:
Cultureprimesus,helpingusmakedecisions
faster,andwithgreaterease-thisisnodifferent
fornew,onlinecultures
Who is Communicating the Message?
Incentives or perceived benefits of the product [status,
pleasure, cultural capital, conspicuous consumption etc]
How Salient or relevant the product is
for our needs and lifestyle.
Meet the NEW NEED
STATES

20. Technology offered up the tools to dismantle boundaries, offering a kind
of democratic access to information, experiences, people and places.
Overall Consumers are looking for
Purpose, meaning & Connection
The trend over the past few years for ‘authenticity’ was a way of rekindling human ‘tactile’ experience
But brands quickly jumped on the bandwagon, and the search for ‘authenticity’ soon became a tired
old slogan that ended up entirely lacking authenticity.

21. The most effective way for a brand to come
across as authentic is to actually be
authentic.
THIS MEANS REAL PEOPLE, IN REAL PLACES, WITH REAL
STORIES Blurring distinction between author and audience,
story and game, entertainment and marketing, fiction and
reality.
Allowaudiencetoimmerseselvesinastorybyaction&first-personemotion.HUMAN
STORIESCANHELPUPTOANCHOR&comprehendsystemsorissuesbetterbygroundingtheminan
actualcontext.
Connection starts with
emotion

22. *:Greater Sense of Brand
Engagement – broader reach;
something relatable from existing
everyday experiences.
*

23. brand experience and
engagement on an individual
level- customer
engagement with brand
becomes ‘personalized’

24. Communities New
frames of reference, new values &
new expectations

25. Cyber Communities- new frames of references, cultural
values & experiences
“in a world dominated by markets and networks, there
are (and increasingly will be) collective affirmations
of primary identity around locality, which will break
up societies based on negotiated institutions, in favour
of value-founded communes”
-Writing over a decade ago, sociologist,
Manuel Castels
Hybridity= multiple voices & visions= new multiple selves/ identities/ subjectivities
Enactive memory= narrating own live stories/ autoethnogrpahy

26. The
Digital
to
New
Way
Talk

27. “And it is immersive — meaning that you can use it to drill down as deeply as you like about
any­thing you want to know about. Frank rose, art of immersion”
“The internet is the first medium that can act like all media — it can be text, or
audio or video, or all of the above. It’s nonlinear, thanks to the world wide web and the revolutionary
convention of hyperlinking. It’s inherently participatory — not just interactive, in the sense that it responds
to your commands, but an instigator constantly encouraging you to comment, to contribute, to join in.”ı

28. “Beyond the age of
information
is the age of
choices.”
{designer charles eames in 1971}
Omni-connectivity, consumers being always
on, and the opportunity of contextual content
based on behaviour, time and location.ı
-Unileverı

29. New Storytelling for the
Internet’s DIGITAL
NATIVES We are all storytellers. Our online lives read like extended mediation
on experiencing life today..
Narratives inked not by linear narrative, but as fragments- reflecting our multiple lives today. .
Linked themes or connections- travel, identity, ambitions, fears – presence. What binds these pieces
together is our way of seeing & of trying to make sense of what is seen. .
it would be a mistake to try to puzzle out a plot that remains always slightly submerged
here. What matters is how we see – and therefore ‘make sense’ of our world with our very
visual online presence.

30. Democracy of information means new forms of
value: participation & wider
#access
• Passive audience replaced by active.
Participation expected.

31. Combinations, compilations, connections

32. Convergence Culture: Collective, Post Modern
Network
Communities
“New information technology allows new types of social organization and
interaction to develop around electronic information Networks” {Castels}

33. “virtual communities
of consumption”,
Kozinets (1999) defines as
“affiliated groups whose online
interactions are based upon
shared enthusiasm for, and knowledge
of, a specific consumption activity or
related group of activities”ı

34. The Empathy Economy
[Facts are out; feelings are in]
Empathic connections= Controlled by
consumers & active conversationsShift from passive recipients of knowledge to active contributors

35. “In a digital landscape built on
attention and visibility, what
matters is not so much the
content of your updates but their
existing at all. They must be
there. Social broadcasts are not
communications; they are records
of existence and accumulating
metadata” {guardian}

36. Our Narratives are
constructed from
Lived experiences & the
emotional truths that they contain
cover more bases

37. Michael Welsh’s ‘Connection without Constraint’:
Context Collapse
New media enables connection across cohesive communities unlimited by space/time
No distinct space, time audience.
Online intimacy without face to face interaction
Democraticisation of knowledge exchange/sharing
public-private blur
New forms of connection, kin, & community through the digital world

38.
Unrestricted
Work and leisure time are blurring, the distinctions between different
spaces, places and modes of being are fading.
Fluidity and flexibility are being embraced, and people are expecting
the places they spend time - and the products they use - to increasingly
adapt to their changing needs and desires.
Flexibility has become smart, slick and inspiring.
Seamless Flexibility

39. Online social communities: “Virtual
Communities of CoNsuMpTioN”
Social media allows consumers to not only
search for opinions on products during the
pre- purchase information search phase but
also to share post-purchase experiences and
attitudes – visual, textual, video, etc
More influential than traditional reference
groups as not forced- consumers ‘join’ community
through shared interests

40. Connecting Dots Across
Disciplines=
thinking up
New Combinations &
Cross-Pollination of Ideas
“in order for us to truly create and
contribute to the world, we have to be able to
connect countless dots, to cross-pollinate
ideas from a wealth of disciplines, to combine
and recombine these pieces and build new
castles.” {maria popova}

41. NEGOTIATING MULTIPLE AUDIENCES:
VARiety of imagined audiences stems
from the diverse ways Twitter is
used: as a broadcast medium,
marketing channel, diary, social
platform, and news source. à NO
VERIFIABLE SINGULAR IDENTITY.
“a heavily-appropriated technology, which
participants contextualize differently and
use with diverse networks. The
networked audience is AN abstract
concept and varies users, in part because
it is so difficult to ascertain who is
actually there.”
{Danah Boyd}
CONTEXT COLLAPSE: Social media networks FLATTENS&
collapses many contexts into one single context:
the ‘networked audience’

42. Digital netizens=
extended networks
Hypersocial: Multi-Platform
connection & engagement
become adept at maintaining a continuous presence, or
co-presence, in multiple contexts
This ready availability of multiple forms of
media, in diverse contexts of everyday life, means
that media content is increasingly central to
everyday communication and identity
construction.

43. Brands can connect with consumers by
putting out content that perfectly
aligns with their culture- by
visualizing and amplifying their
passions and cultural values. By
Playing into practices & rituals that
already exist, brands can capitalize
on consumers’ naturally occurring
behaviors in a less superficial way

44. To connect with any audience,
brands must be able to engage
emotionally : if they don’t care
about your story, they won’t care
about your product
Without showing a human face, brands
can never captivate beyond ticking a
functional check list. This is
especially a danger in categories like
household products that have to work
extra hard to show a human face
beyond the chore-context products

45. Ashiftinapproach,using EMOTION
TO CONNECT WITHAUDIENCEnot through
vague promises of ‘authenticity’, but by enabling
empowerment by consumers themselves.
= Nolongerpassiverecipientsbutactive
participants.

46. Using emotion to connect with audience
means a combination of functional &
emotional messaging, that will drive
brands to reach new audiences.
For brands, this means moving beyond
offering just functional product
attributes to contribute to a more
holistic brand experience

47. Getting Close & Personal

48. Consumers aren’t just
looking for products.
They want naturally
immersive experiences
that they can interact
with-
Thismeansbeingabletofoster
collaborativerelationshipswith
consumersinthecontextof
their dailylives,nomatterhow
‘functional’acategoryappears
andinempoweringconsumerstoparticipateinthisprocess-speakforthemselves-theresultismore
authentic,evocativeandcompelling.Farmoresothanjustadryaccountoffunctionalattributes

49. Brands that continue to thrive arethose
thatreflecttheactivechangesintheirconsumers’culture
byfosteringtheirowncultureofinnovation
extending shelf life beyond the
functional
Brands need to enhance experience

50. Online
Conversation to Offline Action

51. The connected
nothing
Consumer -Making technology
personal

52. To connect with an audience brands must engage viewers
emotionally – make them want to care. Once viewers are
engaged emotionally, they are open to having logical
arguments put to them, key benefits and how things work
are far more relevant when a viewer is engaged.
Finally, a dry call to action is unlikely to elicit any
response, whereas an audience that has their emotions
tugged are more likely to engage.

53. Writing Our Own
Stories

54. . “The storyteller takes what he tells from Experience- his own
& that reported by others. And he in turn makes it the experience
of those who are listening to his tale…
Walter Benjamin ‘The Storyteller’ in Illuminations

55. From Online conversation, to Offline Action:
Community-Driven
Movements Real People =
Real Voices having Real
results

56. Virtual Communities
“allow users to interact
and collaborate with each other in
a social media dialogue as
creators of user-generated
content in a virtual
community” {O’reilly 2004}
=new forms of relatedness& social interaction across virtual networks.
Each with own language- e..g. makeup ‘gurus’, product ‘hauls’

57. Cyber Communities- new frames of references, cultural
values & experiences
“in a world dominated by markets and networks, there
are (and increasingly will be) collective affirmations
of primary identity around locality, which will break
up societies based on negotiated institutions, in favour
of value-founded communes”
-Writing over a decade ago, sociologist,
Manuel Castels
Hybridity= multiple voices & visions= new multiple selves/ identities/ subjectivities
Enactive memory= narrating own live stories/ autoethnogrpahy

58. “Barriers to participation
dismantled= ı
Intimacy &Greater participation – scale offered on
immeasurable way. Social media sharing further
opens up access, opportunities to actively engage,
spread & participate in new forms of storyı

59. Flexible ways of connection, community, kin- beyond the
conventional institutions of nation state, family, church, etc. ..
Huge rise in internet
mediated action
Offline action – minority gatherings, raise
awareness, share & spread ideas, galvanize &
mobilize different rates – Hybridity of online
identities means no longer confined to ‘our’ cohesive group,
but can fluidly move across numerous subjectivities

60. New voices connecting
across difference.
‘coming out on facebook: 800 000 changed gender to gender neutral/custom
Amount of people coming out ‘on facebook’ – using the social media as communicative
platform is x3 than j
26million changed profile picture to rainbow filter
Of those ‘out’ on facebook, 78% changed profile information to reflect this in years
followings 2012
5.7mil americans fans of 300 most popular lgbt pages on facebook {fans increased 25%

61. Traditional marketing relies on
communicating functional attributes.
But today it’s becoming increasingly
difficult to keep up with the shifting
motivations and behaviours of
consumers. keep up with the what and
why of their thoughts and actions
EXPERIENTIAL MARKETING OPENS UP
OPPORTUNITIES FOR IMMERSION &
INTERACTION BETWEEN BRAND AND
CONSUEMR.

62. Creating New Experiences
& Exciting Ways to Engage

63. “A Vital Living Expanding
Experience that Consumes its audience.
It is Total Involvement, total communication, total
immersion. ı

64. Digital netizens=
extended networks
Hypersocial: Multi-Platform
connection & engagement
become adept at maintaining a continuous presence, or
co-presence, in multiple contexts
This ready availability of multiple forms of
media, in diverse contexts of everyday life, means
that media content is increasingly central to
everyday communication and identity
construction.

65. Being aware of thoughts, actions, experiences
of others without having to be close physical
proximity or requesting them directly by
either party. Tiny windows into lives of
others [known & strangers], unfold &
digested bit by bit little bites across the day
Paradox is that sharing, communicating, interacting & connecting is
no longer definied by physical proximity but y technological
competency.
Digital Intimacy &
Omnichannel Conversation
“being able to keep in touch with people with a
level of regularity and intimacy that you wouldn't
usually have access to, because time and space
conspire to make it impossible.” User experience
expert, Leisa Reichelt}

66. New forms of imagining
communities through online
participation
= differentiated new media practices by online
Different levels of engagement, intensity,
& context
Continuous presence

67. The most powerful strategies not only fulfill
a functional purpose, but create a
lived experience by responding to
cultural needs.Thismeansreinventingforthe
specificneedsofeverygeneration.
Enhances consumers
experience with the
brand.”
BraNds THaT CoNTiNuE To THriVE
arethosethatreflecttheactivechangesintheir
consumers’culturebyfosteringtheirownculture
ofinnovation

68. Getting Close & Personal

69. Meaningful
CoNVErsaTioNs

70. Indulgingthesenses-e.g.Olay Ultra Moisture Autumn Renew Body Wash features an
Autumn Renew scent to indulge the senses
THErE Has bEEN a
powEr sHiFT FroM CoNsuMErs as
audiENCE MEMbEr To aCTiVE
parTiCipaNTs New ways of navigating, observing and
immersing. CONSUMER-GENERATED CONTENT AND
COLLABORATION MEANS CONTENT AND CONTEXT
IS OPENED UP
Cross category sensory experiences
Moreemotional=morememorable=moreanchoredtoeverydayexperience

71. xxx-
This enhances engagement & encourages
further d urging them to drill down to
discover more.” Jason mitchell on ‘drillability’
xxx
“Human Connection is the underlying
current. behind engagement ” Jason mitchell on ‘drillability’

72. Reaching New
Audiences

73. Unilever teaming up with Vice: content
channels to target specific demographics
“A different way of working,
recognizing this is an audience
that engages with content in a
different way.”
unilever
New ways of working: delivering content
relevant to audience & appropriate for brand

74. ‘Generation Connected’ {GenC}
This means blending strategy with
culture: Allow consumers access, experience, &
control of their media
Looking at the users – both demographics & psychographics surround a
brand/ online environment as well as the unexpected online influencers

75. 75
CULTURE CAN INFLUENCE OUR
THOUGHT AND PURCHASE
PATTERNS in many ways:
Cultureprimesus,helpingusmakedecisions
faster,andwithgreaterease-thisisnodifferent
fornew,onlinecultures
Who is Communicating the Message?
Incentives or perceived benefits of the product [status,
pleasure, cultural capital, conspicuous consumption etc]
How Salient or relevant the product is
for our needs and lifestyle.
Meet the NEW NEED
STATES

76. Organic Engagement
Micro-Influencers Online

77. Times Are A
Changing
Enhance
consumers
EXPERIENCE with
the brand.

78. “It’s new approach to
communication
Ms. Dello Russo said,
“and part of the culture
of our time.”

79. Online social communities: “Virtual
Communities of CoNsuMpTioN”
Social media allows consumers to not only
search for opinions on products during the
pre- purchase information search phase but
also to share post-purchase experiences and
attitudes – visual, textual, video, etc
More influential than traditional reference
groups as not forced- consumers ‘join’ community
through shared interests

80.
Generation C... Gamechangers?
Emv especially strong in beauty category –
increased 904% in 2015 {compared to 22% for
blogs} – tribe dynamics report
Social Media: Web-based, user-related
creation &exchange of content
Content creation – created & shared across
ever-evolving online communities

81. The New
Influencersı

82. “Each sphere of life produces its own tribe of
Storytellers”
-Walter Benjamin ‘The Storyteller’

83. Changing concepts of status & influence – new
audiences & platforms redefined sphere of social
influence.
1. Same human desires of connection &
belonging but process & manner redefined
by social media
But risk with sponsored content- community to
commodity culture destroy ‘fabric’ of it?
Pixiwoo YouTube videos” any woman
can be an expert with the right
tips and tricks” .

84. When I started, I wanted to write about
fashion from a very personal perspective
and try not to make high fashion seem too
lofty or highbrow. I wanted to
talk about fashion from
personal experience, too, so I
started taking outfit shots
_susai lau style bubble

85. “People turn the camera on themselves now. They don’t even need
us to talk about them, anymore.” {garance doré}
Evolution of fashion
Advertising? Or Organic Communication?
NEW YORK TIMES:
‘New York Fashion Week Street Style is
Often a Billboard for Brands’

86. millennialsspend30%oftheirmediatime(5hours/day)engagedwithuser-generated
content.
THErE Has bEEN a
powEr sHiFT FroM CoNsuMErs as
audiENCE MEMbEr To aCTiVE
parTiCipaNTs New ways of navigating, observing and
immersing. CONSUMER-GENERATED CONTENT AND
COLLABORATION MEANS CONTENT AND CONTEXT
IS OPENED UP
User generated content35%morememorablethanothermediaand
50%moretrusted

87. power dynamics have
changed. No longer customers
courting brands, but brands
trying to wow over online
influencers

88. Blurring boundaries digital, analogue,
average, celebrity
but eventually, there will be a blurring of mediums, according to some bizzers
— a convergence, in which the distinctions of whether someone is a digital
celebrity, a TV personality or movie star are all but erased.{variety}
Digital stars changing dynamics
“Hollywood believes in pixie
dust. Silicon Valley believes
in data. Today’s
entertainment has to be a
combination of both.”{larry
shapiro to Variety}ı

89. “The Viewer is the
newStudio Boss…We
can’t force content
on people anymore” {Will keenan,
pre. Of Endemol Beyond USA}

90. REWRITING RULES OF
FAME
GROWING POPULARITY OF ONLINE YLOGGERS OVER CONVENTIONAL CELEBRITY ROLE MODELS,
DESPITE MINIMAL EXPOSURE IN MAINSTREAM MEDIA
APPROACHABILITY & AUTHETNCITY GROWING MARKERS OF INFLEUNCE, ESPECIALLY FOR YOUNGER
AUDIENCES
E.G. SWEDISH VIDEOGAMER ‘PEWDIEPIE’ COMMEDY DUEO ‘SMOOSH’

91. “Online buzz is the easiest, cheapest and
most effective way to build a culture around a
brand”
As soon as new season lookbooks and campaigns are released, they are
blogged and Tweeted to death, but by the time the clothes are actually
available to purchase, you have to ask whether people are still interested
or have they moved on to the next campaign?"

92. Digital Superstars
“YouTube opened up a lot of doors,” said
Dawson, who is repped by UTA. “It’s the best
place to be discovered, because it’s something
that you personally have done, rather than
(you) reading someone else’s words.”ı
• biggest YouTube star is Felix Kjellberg, a 24-year-old Swede known as pewdiepie: 9
million subscribers, daily videos consisting purely of him playing video games whilst
cracking jokes. . Recently revealed that his channel grossed $4 million in ad revenue
in 2013!
• Jenna marbles 13.5mil youtube fans
• Epicmealtime outlandish food combinations {e.g. donut lasagna} transitioned to
mainstream media tv show from youtube channel
• Logan paul overnight success for 6sec vines- now deals with pepsi,hbo, ritz crackers

93.
The influencers
*Man-repeller: 3.7mil views p/month- loads of brand sponsorships &
collaborations
“Anna Dello Russo-meets-Nora Ephron take on fashion blogging”
*Philippine native, bryan boy- one of the first to make a living
from blogging, now judge on antm
*emily schuman, ‘cupcakes & cashmere’ – cutsey, mixture of diy,
food, fashion- loyal fans ‘homely’ . Signed deal with estee lauder
*emily weiss & ‘into the gloss’- major sephora & derek lam
campaigns

94.
Creating a harmonious whole
Means greater brand engagement, subtle yet stronger
strands of Connection
Generating a Brand Ecosystem

95. ‘Generation Connected’ {GenC}
Social Media Superstars & Influencers
er the past few months, McDonald’s enlisted social media star Crawford
Collins to promote its all-day breakfast on Instagram, Oxygen TV ran
a campaign with the widely followed Sara Hopkins on Snapchat, and
Coke enlisted Vine star Cody Johns to make a short, looping video on its
behalf.
Twitter’s recent acquisition of ‘Niche’: company connecting
advertisers with the over 16,000 social media “influencers”
on its platform, and helping them develop campaigns that
often run across a variety of social media

96. “We’re looking to do more holistic
campaign activations. We will hopefully be
much more engaged with our customers,
which means we’re not just talking at
them but engaging with them and creating
that two way dialogue that hopefully
will give us a deeper role in their lives.”
Relates to Sept 2015 ‘Good to Know’ stories [aimed @
dispelling brand myths}- overall McDonald’s is hoping to
build deeper emotional connections with consumers
through ‘authentic’ video content authored by vloggers
Also branched out into live streaming with Periscope, as
well as building name in community grass-roots initiatives,
e.g. partnering with online blogs like Mumsnet to tap into &
try to shift negative brand perceptions through ‘forums for
conversation”

97. “We wanted to create a sense of sharing
rather than reading being a solo
experience. We are bringing reading into
the digital age” {MCDONALD’S}
Reading as Immersive experience:
partnership with Random House
publishing , Penguin, & Children’s Literacy
Trust, as well as interactive app to offer
more immersive experience- e.g. voice
recognition technology, triggering certain
sounds or colours when a particular word
is read out.

98. “I think what’s so interesting for people is that I
don’t take it so seriously and yet I am still
immersed in the [fashion] industry,”
ManRepeller
Challenging Hierarchiees in High Fashion
Strongly digital and desire to stay away from traditional print media
Accelerating own career via dynamic, evolving digital channels

99.
More and more, brands are forgoing
traditional methods of PR and media –
reaching out instead to online
influencers to harness their viral
influence, widely & not organically
disseminate the brand message, & reach
otherwise inaccessible targets. Front row
seats- & feedback online from these
influencers almost as crucial as the
front-row shows that they’re invited to
Power of the Online Influencers

100. Voice= Personal not coerced &
explcitly marketing a brand, product, service, or
name
Currated and created by
‘real’ voice

101. Relatable
OrGaNiC CoNTENT generates deeper
trust & wider engagement/response than
Internal / brand created contentı
influencer- created content, presented in a storytelling format over
multiple posts, generated far more content than any digital marketing
materials created internally by the brand. ı

102. real characters don’tneedScripts