THE NARROWS WIELDING INFLUENCE IN THE AGE OF SNAPCHAT

March 2016

THESE ARE SECOND-ORDER EFFECTS.

WHAT ABOUT US?

WE LIVE IN THE WORLD THESE GUYS MADE.

28

32

45

67

69

71

Blogs

Magazines

Newspapers

Social Media

TV

Search

Percent who use each media source several times a week or more (Global)

PEOPLE SEE THE NEWS THEY WANT TO SEE. A L G O R I T H M I C P E E R - D R I V E N M E D I A I S N O W T H E M A I N C O U R S E O F O U R I N F O R M A T I O N D I E T .

www.bestppt.com

It’s not the Shallows, it’s the Narrows we need to worry about.

FOUR TRENDS

A R E P R O F O U N D L Y C H A N G I N G T H E W A Y I N F O R M A T I O N

F L O W S T H R O U G H S O C I E T Y .

DIGITAL BEHAVIOUR IS CHANGING THE

DECISION PROCESS.

ALGORITHMS DEFINE OUR INFORMATION FLOW.

TRUST IS MOVING AWAY FROM ELITES.

PEOPLE ARE PROTECTING THEIR

ATTENTION.

28

32

45

67

69

71

Blogs

Magazines

Newspapers

Social Media

TV

Search

Percent who use each media source several times a week or more (Global)

PEOPLE SEE THE NEWS THEY WANT TO SEE. A L G O R I T H M I C P E E R - D R I V E N M E D I A I S N O W T H E M A I N C O U R S E O F O U R I N F O R M A T I O N D I E T .

www.bestppt.com

AND THEY TRUST WHAT THEY FIND.

44

46

53

58

63

0 10 20 30 40 50 60 70

Social Media

Owned Media

Online-Only Media

Traditional Media

Search Engines

% of people who say they trust news from each source:

C O N F I R M A T I O N B I A S : T H E T E N D E N C Y T O B E L I E V E I N F O R M A T I O N T H A T C O N F I R M S W H A T Y O U A L R E A D Y T H I N K .

0

10

20

30

40

50

60

70

80

A technical expert Academic expert A person like me Financial analyst Employee CEO NGO

Representative

Board of Directors Government

official/Regulator

Trust by Source

2016 2015

+6

TRUST IS MOVING AWAY FROM ELITES. P E E R A N D E X P E R T N E T W O R K S A R E M O R E R E S P E C T E D T H A N O F F I C I A L S O U R C E S

PEOPLE ARE PROTECTING THEIR ATTENTION.

0

50

100

150

200

250

300

350

Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Jan-16

People using Adblocking software, millions

A S T H E V O L U M E O F A L G O R I T H M I C C O N T E N T R I S E S , P E O P L E A R E B E I N G M O R E S E L E C T I V E I N W H A T T H E Y S E E .

Today’s buyers might be anywhere from two

thirds to 90% of the way through their

journey before they reach out to a seller. (Source: Gartner)

THIS IS CHANGING THE DECISION PROCESS. S O C I A L A N D S E A R C H - D R V E N C O N T E N T D O M I N A T E S T H E E A R L Y P A R T O F T H E P R O C E S S .

AWARENESS

CONSIDERATION

INTENT

DECISION

ADVOCACY

When considering taking an action or making

a purchase, people on average do 12 searches

before engaging on a specific brand’s site. (Source: Google/Milward Brown)

MEDIA BUBBLES ARE HARDENING. M O R E A N D M O R E , P E O P L E A R E O N L Y S E E I N G T H E I N F O R M A T I O N T H E Y W A N T T O S E E .

CUTTING THROUGH

H O W T O P E N E T R A T E M E D I A B U B B L E S A N D I N F L U E N C E

P E O P L E .

THE SHAPE OF TODAY’S MEDIA LANDSCAPE. M E S S A G E S & I N F L U E N C E N O W S P R E A D T H R O U G H T H R E E T Y P E S O F E N T I T I E S A C T I V E O N M U L T I P L E P L A T F O R M S .

AUDIENCE HAS

RELATIONSHIP

WITH A PERSON

AUDIENCE HAS

RELATIONSHIP WITH AN

ORGANIZATION

AUDIENCE HAS

RELATIONSHIP WITH AN

ORGANIZATION

CONTENT PRODUCTION IS

ESSENTIAL TO THE

ORGANIZATION’S FUNCTION;

EDITORIAL INTEGRITY SERVES

CONTENT

CONTENT PRODUCTION IS

SECONDARY TO

ORGANIZATION’S FUNCTION;

EDITORIAL INTEGRITY

SERVES BRAND

INFLUENCE WORKS DIFFERENTLY NOW. I N F L U E N C E R S A R E S E T A P A R T B E C A U S E O F T H E I R P E R S O N A L R E L A T I O N S H I P W I T H T H E P E O P L E T H E Y R E A C H .

Sir Ken Robinson

Jamie Oliver

Malala Yousefzai

Mark Parker

Richard Branson

Emma Watson

Paul Polman

Robert Peston

Tyler Brule

Freddie Wong

Matt Drudge

John Oliver

Paul Dacre

Elon Musk

George Clooney

AUDIENCE HAS RELATIONSHIP

WITH A PERSON

AUDIENCE HAS RELATIONSHIP

WITH AN ORGANIZATION

CONTENT PRODUCTION,

EDITORIAL INTEGRITY IS

ESSENTIAL TO THE

ORGANIZATION’S FUNCTION

CONTENT PRODUCTION IS

SECONDARY TO THE

ORGANIZATION’S FUNCTION

will.i.am

HOW TO WIELD INFLUENCE EFFECTIVELY E F F E C T I V E C O M M U N I C A T I O N I S A B O U T P I C K I N G T H E R I G H T M I X O F I N F L U E N C E R S A N D P U B L I S H E R S .

SIX SPECIES

Media/Influencers

Media

Media/Brands

Brands

Brands/influencers

Individual Influencers

E A C H S P E C I E S O F I N F L U E N C E R H A S T H E I R S T R E N G T H S A N D W E A K N E S S E S , A N D A P A R T I C U L A R W A Y O F W O R K I N G .

Respect personal creative freedom, craft the

message into a story they’ll respect.

Choose carefully, build long-term personal

relationships, respect their creative freedom.

Carefully align personal and brand values

for huge communications benefits. Build operations with editorial integrity to

create the content your audience wants.

Create the content your audience wants.

Craft your message into a story that aligns

with your partner’s editorial integrity.

SO HERE’S AN EXAMPLE.

XBOX – A LANDSCAPE OF INFLUENCE C A R E F U L L Y S E L E C T E D P A R T N E R S I N E A C H A R E A C A N D E L I V E R T A R G E T E D R E A C H .

THANK YOU P H I L I P . T R I P P E N B A C H @ E D E L M A N . C O M

T W I T T E R @ T R I P P E N B A C H