CHASING INFLUENCE (in a social age)

@dannywhatmough

INFLUENCE is nothing new

@dannywhatmough

@dannywhatmough

CAUSE EFFECT or

CHANGE BEHAVIOUR

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How do we INFLUENCE?

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@dannywhatmough

Reciprocity Commitment and consistency

Social proof Authority

Liking Scarcity

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@dannywhatmough

BUT social has changed

everything

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ANYONE can be an influencer now

@dannywhatmough

@dannywhatmough

This makes influence MORE IMPORTANT

WHY?

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TRUST

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@dannywhatmough

TRU

ST

TIME

@dannywhatmough

NO-ONE cares about your brand*

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*even less than they used to  

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And social media IS A KEY CULPRIT

SOCIAL MEDIA FOR BRANDS is broken

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WTF?!

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WE NEED TO BE THERE

WHY ARE WE HERE?

Brands are churning out content BUT NO-ONE CARES

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WHY SHOULD I follow/listen to your brand on social?

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@dannywhatmough

INSTEAD…

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Reach them with the people THEY WANT TO FOLLOW

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@dannywhatmough

@dannywhatmough

@dannywhatmough

3

considerations for using influencers

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1

Reach, Relevance, Resonance

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2

Co-create & preserve authenticity

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@dannywhatmough

3 Embrace paid

Remember THEY MIGHT NOT

TRUST YOU but they do trust

INFLUENCERS

@dannywhatmough

DANNY WHATMOUGH Head of Social, EMEA

Weber Shandwick

@dannywhatmough dwhatmough@webershandwick.com