Agencies have been talking about influence and influencers since the dawn of media. Today’s Social world has turbocharged interest in who, what and where encourages consumers to recognise, choose or advocate brands.
It is a truism that we have moved from a world of deference into a new, people driven age of reference where anyone, anywhere and anytime can be an influencer. This a golden time where a Tweet from Stephen Fry can allegedly crash your ecommerce site in seconds. In this new world, ‘Earned’ is king.
What if audiences have evolved into an age of relevance? A place where ‘Socialised’ celebrity endorsement and box ticking ‘blogger outreach’ fails in silence?
Have the old ‘best practices’ become the worst thing you can do? Is UGC now a four-letter word? What does relevance mean in a world where consumers are subject to thousands of brand messages a day, and remember only a handful?
Join Oglivy’s Jai Kotecha and Victoria Partridge as they reveal how influence has changed and how it can work for, or against, brands.