The evidence shows that influencer marketing campaigns can increase discussion around a specific product. But the social web is a complex place, and in complex systems effects propagate in complex ways. Some fascinating research from Inyoung Chae, Andrew Stephen et al. shows that a brand executing product-focused influencer marketing campaigns might expect some side-effects – […]Read more "Pushing Product, Hurting the Brand? Influencer Marketing’s Surprising Side-Effects"
This year we’ve seen a huge decline in trust across the globe. Trust in government, in business, in NGOs and in the media has dropped to some of the lowest levels seen in 17 years, as reported in the Edelman Trust Barometer survey of 33,000 respondents across the globe. What lessons can communicators draw from […]Read more "Individual influence and the collapse of trust"
The wave has peaked, and we’re sliding down the frothy slope now: people have realized that most influencer marketing is bullshit. Thank God. It’s about time the industry saw some sense. A bit of context: this article appeared a couple of days ago in Digiday, featuring some revelations from an anonymous social media marketing exec. With nearly 37 […]Read more "Why most influencer marketing fails"
If you’re reading this, you probably got to it through an algorithm. That’s really common these days – and it’s a trend with a surprising dark side. Either you came here through a social media link, or you found it via a search engine. In either case, the algorithms that determine who sees what on those platforms […]Read more "The Narrows – Four trends changing how information flows and news spreads"
Thing 1: Customers aren’t looking for your sales materials any more. Strange as it may seem, there was a time when people reached for the yellow pages and contacted a company when they needed to solve a problem. Now people spend longer online, and get information from each other, before contacting vendors. A person with […]Read more "Seven things you need to know about content marketing"
Sponsored content. Native advertising. Whatever you want to call it, if you do it right, it’s good for the public, good for publishers, and good for brands. Why are people so nervous about it? This is the text, more or less, of a talk I gave at the Digital Media Europe 2014 conference in London this afternoon. […]Read more "#DME14: How to stop worrying and love sponsored content"