when does influencer become advertiser and why should you care (smw london 2016)

#SMWinfluencers

WHEN DOES INFLUENCER BECOME ADVERTISER AND WHY SHOULD YOU CARE?

#SMWinfluencers

#SMWinfluencers

MEET THE PANEL

ALEXEI LEEHead of Social & PR

DAN EYRESocial Media & Content Manager

DEBONITA CHOUDHURYFashion & Travel Blogger

CARLA FARIADirector of Content

CHRISTIE DENNEHY-NEILPublic Policy Manager

#SMWinfluencers

TOPICS WE’LL EXPLORE

#SMWinfluencers

#SMWinfluencers

• Is paid-for content advertising, or is it an altogether new form of marketing?

• What are the ethical implications and what best practices need to be established as a result?

• Does paid-for content devalue editorial or effect the credibility of the publisher?

• How will the proliferation of paid-for content change the digital landscape for bothconsumers and publishers?

#SMWinfluencers

#SMWinfluencers#SMWinfluencers

IS IT ADVERTISING, OR SOMETHING NEW?

#SMWinfluencers

#SMWinfluencers

#SMWinfluencers

• “Consumers interact with native ads 20% to 60% more than they do with standard banner ads.” (Facebook / HIS, 2016)

• “Reading a native ad headline yields 308 times more consumer attention than processing an image or banner.” (Hubspot, 2016)

• 83% of people trust recommendations from people they know, 70% trust branded content, 66% trust editorial content. (Nielson, 2015)

#SMWinfluencers

#SMWinfluencers#SMWinfluencers

WHAT ARE THE ETHICAL CONSIDERATIONS?

#SMWinfluencers#SMWinfluencers

• “In four of the six groups shown a native advertisement, the majority interpreted the piece as an article.” (Contently, 2016)

#SMWinfluencers#SMWinfluencers

#SMWinfluencers#SMWinfluencers

#SMWinfluencers#SMWinfluencers

BEST PRACTICES?

#SMWinfluencers

• Clear labelling and disclaimers

• Creative freedom for the author

• In line with rest of content

• Relevant to the audience

• ‘nofollow’ links

#SMWinfluencers

#SMWinfluencers#SMWinfluencers

DOES IT DE-VALUE?

#SMWinfluencers#SMWinfluencers

#SMWinfluencers#SMWinfluencers

#SMWinfluencers

WHAT DOES THE FUTURE HOLD?

#SMWinfluencers

#SMWinfluencers#SMWinfluencers

#SMWinfluencers#SMWinfluencers

#SMWinfluencers#SMWinfluencers

QUESTIONS FROM THE AUDIENCE

#SMWinfluencers

Thank youGET IN TOUCH, THE KETTLE IS ALWAYS ON…

LANCASTERt: 01524 548948e: info@fatmedia.co.uk12 Spring Garden StreetLancasterLA1 1RQ

HARPERS MILL Unit 8-1-1 White Cross Quarry RoadLancaster LA1 4XQ

LONDONt: 020 3440 5198The Black & White Building 74 Rivington StreetLondonEC2A 3AY

BRISTOLt: 0117 971 2499515-517 Stockwood Road Brislington Bristol BS4 5LR

info@collectivedge.com

@collectivedge

info@fatmedia.co.uk

@fatmedia