This document discusses the inversion of influence where consumers now have more power than brands. It outlines three key digital trends that put consumers at the center: 1) Video is dominating online consumption. 2) Influencers are effective content creators for brands. 3) Social listening provides intelligence for brands but few are truly listening. It advocates for taking an intelligence-led approach to content marketing focused on the target audience to create resonant messages and ensure delivery through the right channels.
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
The Changing Dynamics of Influence in a Digital World
1. THE INVERSION OF INFLUENCE
OUR CHANGING RELATIONSHIPS WITH BRANDS
2. 2
M.SC MANAGEMENT DIGITAL MARKETING, DCU
DIGITALSENIOR ACCOUNT MANAGER,
EDELMAN
OVER 3 YEARS EXPERIENCE MANAGING
DIGITAL STRATEGIES FOR SOME OF
IRELAND’S BEST LOVED BRANDS
JENNIFER HYLAND
8. 48
42
26
35
20
12
TRUST MATTERS
8
Percent who engage in each behavior based on trust
68
59
41
38
37
18
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
General
Population
Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to
companies that you trust? Please answer yes or no to each action. General Population, 28-country global total, questions asked of half the sample. Q377-
380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or
no to each action. General Population, 28-country global total, question asked of half the sample.
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Online Search
Engines
9. 71
69
67
45
32
28
Search
TV
Social
Newspapers
Magazines
Blogs
INFLUENCE OF PEER-DRIVEN MEDIA
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or
information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking
sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards,
forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a
week+) General Population, 28-country global total, question asked of half the sample.
9
Percent who use each media source several times a week or more
2 of top 3 most-used
sources of news and
information are peer-
influenced media
10. PEERS RECOMMEND COMPANIES
AND INFLUENCE PURCHASING
10
Actions taken in the last 12 months
based on trust
recommended companies
to a friend/colleague
59%
Impact of conversations about
brands with peers
make decisions/overcome
concerns/warn me about risks75%
Source: 2015 Earned Brand Study of Global Consumers
Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you
taken any of the following actions in relation to companies that you trust? Please answer yes or no to
each action. General Population, 28-country global total, question asked of half the sample.
Source: 2015 Earned Brand. Q41: Thinking about the conversations you have online and offline with
friends and other people like you about brands, products and services you purchase, what impact do
they have on you? [Net of ‘They warn me about the risks,’ ‘They help me make decisions,’ ‘They help
me overcome my concerns about the product / service,’ and ‘They help me overcome my concerns
about my data being collected / my privacy being respected.’]
11. 63 64
57
50
48
41
50
39
33
67
64 63
53 52
49 48
44
35
PEERS, EMPLOYEES MORE CREDIBLE THAN LEADERS
Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you
heard information about a company from each person, how credible would the information be—extremely credible, very credible,
somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, 27-country global total.
11
Percent who rate each spokesperson as extremely/very credible
2015 2016
+8
Technical
expert
Academic
expert
A person
like
yourself
Financial
industry
analyst
Employee CEO NGO
representative
Board of
Directors
Government
official/regulator
CEO credibility
increased the most
+6
12. Mass
Populatio
n
THE INVERSION OF INFLUENCE
12
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust
them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total.
85% of
population
48 Trust Index
15%
of
population
60 Trust Index
Informed
Public
13. PAYPAL #POLETOPOLE
13
WHY WE CAN LEARN FROM
THIS?
The campaign created a pan-
European story that played out in
unmissable, shareable content
which sparked a global social
conversation and changed
perceptions of the brand
WHAT WE CAN LEARN
FROM THIS?
The campaign combined
the use of influencers
with a powerful story
rooted in the
product benefits
17. 17
CONSUMERS WANT MORE FROM BRANDS
17
want brands to
communicate openly
about their products**
of consumers expect brands to
innovate with societal
impact in mind*
90% 70%
*Edelman. Innovation and the Earned Brand. 2015.
**Edelman. Brandshare. 2015
18. 18
THREE DIGITAL TRENDS
THAT PUT CONSUMERS AT THE CENTRE OF BRAND MARKETING
1VIDEO, VIDEO,
VIDEO
INFLUENCER
S AS
CREATIVES
2 3SOCIAL LISTENING AS
SOCIAL INTELLIGENCE
18
20. VIDEO ENGAGEMENT
DOMINATES DIGITAL PLATFORMS
of all consumer internet
traffic will be dedicated
to video consumption
by 2019*
80%Estimated
10-20 Billion
8 Billion
6 Billion
4 Billion
VIEWS PER DAY
*Cisco Visual Networking Index: Forecast and
Methodology, 2014-2019 White Paper. May 27, 2015.
20
21. TRENDING FORMATS ENGAGE CONSUMERS
LIVESTREAMING 360-VIDEO CROWDSOURCING VIDEO
INFLUENCERS
SHORT FORM
BITS & GIFS
21
22. Over half a million Live
Stream views
PEDIGREE PUPPY PEN
18,939 Organic Views 430 Organic Viewers
FACEBOOK LIVE & PERISCOPE
22
GALAXY FASHION SHOWS GALAXY PERISCOPE Q&A
23. Make the most of
your investment with
a multi-platform approach
Build a holistic,
storytelling strategy with
your consumer in mind
Drive discoverability
via organic optimisation
and paid media
HOW CAN BRANDS KEEP UP?
23
25. INFLUENCER ENGAGEMENT
SUPPORTS BUSINESS OBJECTIVES
25
• *Augure. State of Influencer Engagement 2015, conducted by Schlesinger Associates. June 18, 2015. Via eMarketer, Inc.
of marketers believe
influencer marketing is
effective in raising
brand awareness*
of marketers believe
influencer marketing
generates sales leads*
93% 75%
27. #GALAXYSTYLE AND DFF
27
WHAT WE DID?
A 360 degree sponsorship
activation aimed at building brand
affinity and driving sales
WHAT WE ACHIEVED?
Over 1 million video views
GalaxyStyle trended 7 times
Phenomenal reach and influencer
engagement
28. Ronan O’Gara
on Twitter
for Uncle Ben’s
Brendan Courtney
on Facebook & Twitter
for Galaxy
FACEBOOK & TWITTER WHITELISTING
28
MAXIMISE REACH
COST EFFECTIVE
ADVERTISING
INFLUENCERS AS
CONTENT COLLABORATORS
29. 29
Choose influencers
who will resonate
with your consumers
through strategic
data analysis
Put storytelling at
the heart of it
Grant the influencer
creative license
HOW CAN BRANDS KEEP UP?
31. CONSUMERS WANT BRANDS TO LISTEN
Of consumers think it’s
important for brands to listen
and respond thoughtfully
78% 17%
Feel that brands
are truly listening*
BUT
ONLY
*Edelman. Brandshare. 2015
31
32. SOCIAL LISTENING SHOULD GUIDE YOUR BUSINESS
CUSTOMER
SERVICE
PRODUCT
DEVELOPMENT
PRODUCT
IMPROVEMENT
CAUSE &
SOCIAL PURPOSE
32
33. NATIONAL LOTTERY GOOD CAUSES
33
WHAT WE DID?
Dramatised the life changing
impact of lottery funding through
8 personal stories. Content
outputs included a TV Ad, social
videos and media interviews
WHAT WE ACHIEVED?
Approval hit 12 month high
1st up turn in sentiment in 12
months
34. HOW CAN BRANDS KEEP UP?
Operationalise social
listening with the
right technology
DRIVE
DISCOVERABILITY
VIA ORGANIC
OPTIMIZATION AND
PAID MEDIA
Be open to consumer
insights that may
disrupt your business
for the better
Pair social listening with
traditional market
research
34
37. EDELMAN ADOPTS A FOUR-STAGE
APPROACH TO CONTENT MARKETING
4
1
2
3
Identify targets and approaches
INTELLIGENCE
Create messages that will
resonate with targets
CONTENT
Monitor content performance
and reaction, adjust and iterate
ANALYTICS
Ensure content penetrates
targets’ Personal Web
DELIVERY
37
38. WHAT DO WE KNOW ABOUT THE PEOPLE
WE ARE TRYING TO REACH?
INFLUENCE
Who leads discussion
among our target
communities?
SENTIMENT
What emotional
attitudes does the
language convey?
LANGUAGE
What terms and language
are they using?
CONTENT
What types of content
are they creating or
sharing on these
channels?
CHANNELS
What online and offline
channels are they
using to communicate?
IDENTITY
Who is talking about
topics of interest to us?
!
39. GOOD CONTENT IS BUILT ON GOOD INTELLIGENCE
TIMELY
Ideal
Content
Audience
Interests
Brand
Priorities
Conversation
Trends
RESONANTRELEVANT
39
40. WE CHOOSE THE RIGHT MEDIUM FOR THE
MESSAGE & AUDIENCEText Audio Photography Illustration Video Interactivity
Nothing explains
complex thoughts
like good writing.
The power of
human voices
discussing matters
of interest to you.
Instantly captures
attention and
draws audiences
into a story.
Instantly captures
attention with
visualizations of
complexity.
Unbeatable
emotional impact,
mass appeal and
storytelling.
Unique in its power
to engross and
explain the function
of complex systems.
40
42. ANALYTICS
42
OWNED WEBSOCIAL MEDIA
We can track in great detail
who sees and interacts with
our content, allowing us to
refine and optimize content
and our approach.
PAID MEDIA LIVE RESEARCH
Paid media support adds
another layer of complexity.
Detailed analytics are an
essential component of any
paid media activity.
We deploy website analytics
to track referrals, bounce
rates and interaction paths,
to make sure that content is
being deployed effectively.
Ongoing primary research,
including questionnaires
and interviews, to track the
propagation of message and
sentiment.
44. KNORR #FLAVOUROFHOME
44
WHY WE CAN LEARN
FROM THIS?
The campaign connected
a global audience to the
power of the flavour of home
and built mass brand love for
Knorr. Achieving 70m video
views and 100m global reach
WHAT WE CAN LEARN
FROM THIS?
Impact of connecting
consumers to real
authentic stories
powered by
deep insights
45. PHOTOSHOP MURDER MYSTERY
45
WHY WE CAN LEARN
FROM THIS?
The Cannes Lion winning
campaign connected with
a new audience of
Photoshop fans
WHAT WE CAN LEARN
FROM THIS?
Creating a shared
experience with our
audience through
powerful stories yields
results
First, it is important to remind ourselves why trust matters. It matters for sale of product. It matters for recruiting. And, at a time when peers are so influential and everyone goes online to research products and services, it matters for your reputation.
This shift in influence is created in great part by the dramatic changes in where people go for news and information. If you look at the most-frequently referenced media sources, you can see that 2 of the top 3 are peer-driven media: social, and search, where the behavior of other search engine users will affect the rankings of the results you see.
As a result, people are far more likely to rely on the opinions of their colleagues or friends. 6 in 10 say that they actively recommend companies they trust to their peers. And 75%, according to our Earned Brand study, say that those peer recommendations help them make purchase decisions about brands.
And when it comes to forming opinions about companies, who do people listen to? It still is experts, both technical and academic. But here in 2016, a person like yourself has risen to the same level as experts. This year, we also see an 8 point rise in CEOs credibility. This is a huge opportunity for leaders.
Gone are the days if the traditional “pyramid of influence,” in which both authority and influence were concentrated in the hands of a small number of opinion shapers. This model was predicated on the belief that the informed publics have access to superior information, their interests were interconnected with those of the broader public and that becoming ‘an elite’ was open to all of those who work hard.
But today, due primarily to the democratization of information, we have seen the pyramid turned upside down. Influence now rests among the broad population, who talk to each other on social media or use search to access information, and no longer need to rely on the more “informed” population for ideas.
Influence is no longer automatically granted to those in authority.
And, as we have seen, the Mass Population’s view of the world—at a trust level of just 48—is vastly different from that of the 15% who have a trust level of 60, creating real challenge for those in authority who want to earn the ability to have broad influence.
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Customer Service – responding in a timely fashion – monitoring
Product development – Bring back Whispas
Improvement –
Stand of rsomething, doing something good
LAUNCH VIDEO CONTENT INFLUENCER RECRUITMENTUSING SOCIAL LISTENING TO DEFINE PRODUCT RANGE
Build a picture of your audience – inform content
Good content is built on intelligence.
Understanding thoroughly what the target audience is discussing means we can create content that works.
Good content is relevant to brand values, business goals and communication goals.
But this is useless unless it also resonates with audience interests.
Finally, to really cut through, good content is timely, adding value to a conversation of immediate salience.
Paid, Earned, Owned and Social each have a role to play in reaching the people we need to reach effectively.
Earned coverage was once the mainstay of PR. It remains valuable, as it capitalizes on the established reputation and audience of popular media operations.
Owned channels are central to effective communications. We use digital publishing technology to break brands and organizations’ dependence on media operations.
Social media activity – both on owned channels and among online influencers – extends the reach of that content into authentic social conversations.
Paid activity drives content further, boosting it intelligently into the feeds of your target public by matching their search behaviour and penetrating their social media networks.
When all four or these are properly integrated and deployed, the result is that the people you need to reach see your content every time they go online, authentically embedded in their online experience.
Being able to accurately track and measure how our content is performing is vital for two reasons. First it allows us to report effectively on the success of our campaigns and ensure our clients are receiving tangible benefit. Second and just as important is responsiveness; the ability to learn from content performance and optimize further iterations as a campaign progresses. Our analytical abilities are spread across four main areas:
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