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  • you stick around, make it but your wife What we own What you keep telling me it's because I'm so versatile.

  • Smile profile, I said, always checking back better here, child from the Hudson River out two They're not brother.

  • Never thought until the very last month.

  • If you bet on me, I won't profile.

  • People always say my start you've got you've got If it's up to me, I'm a raffle file If you want a better not intern Now come to an issue Check, uh, from a family tree to hip hop.

  • Thank you very much.

  • Today we're gonna be talking about influencer marketing.

  • So when I was at university, social Media hadn't kicked off yet.

  • That was only about 12 14.

  • 16 years ago, social media hadn't exploded.

  • And for me, it was fascinating.

  • I learned to traditional comes and the bass way to influence people was to talk from one to mine.

  • All right, I want you to buy into my message.

  • I talk 1 to 1.

  • That's a very interesting min boot.

  • I'd love to love to learn more, but if you want it, if you want to expand your message further, you have to talk from one too many.

  • And how do you do that?

  • In my day?

  • It's That's how quickly the Internet moves nowadays.

  • I had a day in my day.

  • We used to talk about talking from 1 to 1, and then one influencer was a journalist and that journalists used to be able to speak to many.

  • They would write columns that would present radio shows.

  • They were talk on TV.

  • And that's how you would convince people that your message was the most powerful message today.

  • Like Skull colluded to influencer, marketing is a $6 billion industry.

  • The world is crazy in our days.

  • Most of the time, we don't even know we're being sold to.

  • Social media is serving as political messengers.

  • We've seen what's happened in international markets, when these politics and when these different candidates vying for your attention, you're getting sold messages constantly whether you know it or not.

  • Facebook instagram Twitter Someone is forcing a message down your throat, even in your own group of friends and circle.

  • There's someone on Instagram posing like this.

  • Some of you may even be pulling this very face today.

  • Behind that ticks poster.

  • Give yourselves a round of applause.

  • If you did that on the tit exposed you, sir, you wiggling your eyebrows.

  • I see you.

  • I see you and your doctor out.

  • But what's fascinating is that we take it to the next level and we look at the way that influence our marketing is a reason why it's a $6 billion industry.

  • And that's because of people like Kylie Jenner with you Love the Kardashians.

  • Will you watch that reality show disclaimer?

  • I don't.

  • But the reality is is that someone like Ali is posting this pose with the tracksuit.

  • Look at that two million searchers for this track suit because she wore it.

  • And that is the reason why she is one of the most influential people where she was of 2018.

  • Because anything that these people post online result in commercial success.

  • This is a 21st birthday dress.

  • She wore this pink dress and within the following 48 hours ma'am, I can see you.

  • Absolutely.

  • Your mind is blown.

  • You're shocked.

  • 107% increase in searchers for the search pink dresses.

  • After she wore this to her 21st we want to be like them we want to dress like them.

  • I think I'd look pretty spectacular in that pink dress.

  • Yeah, I mean, I just shaved my legs, but I'm cycling.

  • Actually think, I think that would be an absolute treat, but I like to do things differently.

  • What if we consider someone with zero followers?

  • What if we think about someone who has absolutely no grand scale influence?

  • And for me, I've been working with influences, been working with journalists have been working with all kinds of people that broadcast a message for commercial success over the last 15 years.

  • What's interesting is the people with the smaller basis off followers and fans and friends.

  • They actually are much more valuable Tomoko audiences, because you may believe it or not, but you're part of this.

  • 92%.

  • 92% of consumers believe people more in the circle.

  • Why?

  • Because we're more trusting, the world has become inauthentic.

  • We know that any time someone is posing with a ring or with a pair of sunglasses, that is a very good chance they're being paid for it.

  • It is a very good chance that there's some kind of commercial transaction that's happening behind the scenes.

  • There's all kinds of legalities and rules and regulations that say that when you're posting something that has a commercial transaction associated with it, that you should put hashtag sponsored on it hashtag ad.

  • But we know that not enough of that is happening.

  • So in the old days when you saw David Beckham wearing a pair of Calvin Klein's on a billboard, you know that David was getting paid in money.

  • Not in Calvin Klein's sweet, sweet cotton fibers under way.

  • But nowadays there's beena blurring in this whole world between what is being paid for to communicate to us and what people authentically buy into.

  • I have a tail meet hobo.

  • He's my best friend.

  • That's why I get to put him on the slide, cause that's what based friends do.

  • They get to tease each other and put themselves in slides and blow them up.

  • Theater fires.

  • I've been trying aimlessly for years to try and help harbor.

  • To lose some weight.

  • You finished school.

  • You stopped playing rugby, start eating a lot of carbs.

  • You go to London, you do your traditional work experience.

  • Gap year.

  • It's a lot more carbs.

  • You get what's known as the Heathrow Injection.

  • You all heard of that as soon as you into the gates and you go through customs at Heathrow, your gain in size and you get the Heathrow injection.

  • And this is by no means of fat shame discussion today.

  • He's my best mate and I don't want him to die off some kind of heart attack issue.

  • It's a very serious guys.

  • How that makes it.

  • He's still alive.

  • So anyway, so hubby doesn't know.

  • I get approached by brand, and they want to prove to Sun Africa that they're the most authentic health and wellness brand in the country.

  • Hey, they've had issues in the past.

  • People have thought that they were, ah, body Boulder buff.

  • I don't weigh the buff area is that folks hang after in Pretoria.

  • Maybe it's Brooklyn.

  • The buffalo, I don't know.

  • But in Jo'burg, it's four ways.

  • So this brand had this problem that it was a four ways brand and all the boats that were going to believe the bombs they were using, an ingesting so, you know, for, you know, believe the bums you bean the cross eyed to him when I said it or not.

  • It's not a great place to be.

  • So they had a problem that they were bodybuilder product.

  • So we wanted to show that the average Joe and Jane, they should be subscribing to this brand.

  • And they should be using it to help with their training effort and basic things like clean means and magnesium and all this good stuff.

  • Okay, actually aid in your training.

  • So I picked up the phone to harbor one day and I said, Hello.

  • Listen, I'm pitching you as my guinea pig.

  • Okay?

  • For the example of today's lesson, he's going to be the guinea pig.

  • Because Hobo had never run five kilometers, he'd never even posted to Instagram.

  • He had zero followers.

  • So a pitched harbor to this client.

  • And I said, Listen, I have that absolute antithesis.

  • Often influencer His name is James Harbor Hobson.

  • He never earned five kilometers.

  • He's never posted to Instagram and here zero followers.

  • And if you have the ability to impact this man's life, he's effectively the foil for South Africa's health issues.

  • And if you can change his life, you can change countless other people's lives.

  • So the conversation kind of went a little something like this.

  • Hi, Mr Clients of the Sky called Hubbard.

  • He's never run a five kilometer, but we're going to do something absolutely audacious.

  • We're gonna get him not only just to God and do a little park around on a Sunday or Saturday.

  • We're going to get him to do a Hauf Iron Men who?

  • It's like magic.

  • Look into my sleeve.

  • We're gonna get him to do 1/2 iron, man, for those of you anyone who doesn't know what a fine man is.

  • Okay, But for the sake of the video, I'm just gonna tell you.

  • Ah, half my men is a 1.9 kilometer swim.

  • It's a 90 kilometers cycle, and it's a 21 kilometer.

  • Ah Hoff marathon run one after each other in the same day.

  • I know it's while they're people talk about be hags.

  • Big, hairy, audacious Goal.

  • This was definitely one of those, okay?

  • And we had 10 months to go from starting hobo to get him to walk and to just start doing the basics right.

  • He was paid with a coach.

  • He was paired with a nutritionist.

  • And obviously this brand that we worked with became the support system to help him to get through the aches and pains, all the natural stuff.

  • If you were stuff magnesium clear to me and help him get through all the different regiments.

  • So we weren't fast tracking with some kind of injection to help him lose, but he wasn't on any testosterone or weird steroids like that.

  • This is all the jet and hope.

  • I started out one step at a time.

  • Walking was his Everest.

  • Thank you for catching that joke from previous.

  • That's what they call a call back in the industry.

  • When you say something that references something price, that's the cold deck of the day.

  • So walking was hobos, Everest and every day, one step at a time, riding on his indoor trainer, going for walks, slowly building up to a drug, getting on that bike, swimming those links in the pool, needed thousands and thousands and thousands of kilometres in each discipline tipple running because it'll be ridiculous when you basically stand him down to Cape Town, even run thousands of kilometers.

  • But he rode thousands of kilometers and he swim.

  • It is tens of kilometers, one race at a time.

  • I'm a chauffeur they 947 And we just kept ticking, ticking, ticking away until eventually at the start of June 2019 this very year hobo went out and he looked at that large horizon off surf in front of him, swimming in the ocean.

  • People like you get shocked, the people get eaten.

  • Not on this day, but generally you're gonna just go swimming in an ocean.

  • And when you've never seen a flat distance off 900 meters to a kilometer, when you look at those boys in the distance Very tiny little boys.

  • And he went out there and he swim.

  • And after the swim he got out and he was just like the little engine that could t got into the black.

  • The black transition of nine men is long enough for to make you feel like you actually have done a race by the time we actually get onto your back and start it out of this kilometer long transition clipped his cretin.

  • There's a live app tracking where people are what they're doing.

  • It runs.

  • I'm doing it with him, you know, like what kind of a good friend will I be if I didn't do it with him.

  • I mean, I can't just put him in that position.

  • Finished the transition to cycling.

  • Look at the coach.

  • Where's Harbor?

  • Or he's getting a little bit tighter.

  • Don't know if he's gonna make it.

  • Cannot make it.

  • I mean, my job is dependent on that.

  • A little bit awkward if he fails, We've been doing fortnightly Facebook videos documenting his Truman Show of how he's being training.

  • Get off the bike starts that long, long, long run.

  • But for the sake of Harbor, it was an absolute terrible walk.

  • It's midday and Durban.

  • It's the middle of water winter.

  • But the sun is beating down, sweating everywhere.

  • This is my reliving the experience.

  • All every game was half light.

  • They got nothing on their son.

  • Triple what would sweat one drop at a time.

  • As it keeps going, we're starting to run out of time because it's actually a cut off That whole Fineman.

  • He's got eight hours and 50 minutes to complete this whole triathlon on the day 7 50 eight hours getting here.

  • Now his dad, who's a Jordy and he's got the strange Newcastle accent is a that lazy bastard.

  • I'm gonna make it, you know, every movie.

  • But some pessimists.

  • No, it is not gonna make it.

  • That is, however, is dead.

  • And in eight hours 15 minutes 23 seconds, he did it rather post over Absolute grumpy to look at that smile on his face.

  • And it's an authentic story.

  • He didn't magically transform overnight.

  • He went 10 months through this journey.

  • And these are kind of the key stats that happened.

  • He lost 50 kilograms and wait.

  • Look at that.

  • First image versus way ended up seven million South Africans were reached on this journey.

  • 500,000 views off hobos content, 8000 plus engagement, 1000 shares, two million rands worth of PR generated off hobo story.

  • And the bass part about this.

  • We had a campaign hash tag.

  • They could participate in their own stories, and we had over 600 South Africans start their own journey.

  • People as simple as starting a park ran someone wanting to run a personal based of comrades.

  • We were able to use our average.

  • James.

  • His name is James Hobson.

  • See what you did today.

  • Use him as our foil for South Africa's health issues and biggest catch about working with the Kardashian or Regina?

  • Do you know that Carly Jenna charges you $1 million for one instagram?

  • Post Harbor is a hell of a lot cheaper than that reading that we didn't even have a $1,000,000 for the entire year for the entire campaign.

  • But in 10 months, this story changed his life and the change 600 other people's lives.

  • It also helped the brand to grow by double digit growth.

  • You're on your And there were these in action.

  • You don't always need influence.

  • Sometimes you need influence.

  • So when we're gonna be looking at our news feeds.

  • But he had our instagram feed, sir, for the very first time is gonna blow your mind.

  • Double tap for a heart.

  • That's all you need to know right now in all of these instances, where is the authenticity?

  • Because if we're not careful and we blink, we might get served and add.

  • And we don't even know we're consuming advertising.

  • So is one marketer to a room of consumers Don't trust the internet all the time.

  • Thank you very much.

you stick around, make it but your wife What we own What you keep telling me it's because I'm so versatile.

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アンフラウンサー」の時代|マイク・シャーマン|TEDxPretoria (The age of the 'unfluencer' | Mike Sharman | TEDxPretoria)

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    林宜悉 に公開 2021 年 01 月 14 日
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