FIR Episode #122: Hefty But Good—Trust Us, You’ll Love It

Posted on January 29, 2018 3:00 am by | For Immediate Release

For Immediate Release

Cross-posted from the FIR Podcast Network.

The January installment of The Hobson & Holtz Report brings Neville Hobson and Shel Holtz together in a long-form podcast that covers the 2018 Edelman Trust Barometer (including the role of influencers as influence marketing efforts move from agencies to in-house departments), the rise of live-streaming video (with 95% of executives planning to use it this year), pharmaceutical companies with strong social media presences, a department store encouraging customers to follow employees’ personal social media accounts, and the possibility that we soon will be gesturing at instead of talking to our smart devices. Dan York’s tech report covers Facebook’s effort to attract gamers, Facebook’s public library of video and audio effects, and Artificial Intelligence’s role in video surveillance. We also responded to a couple listener comments.

Special thanks to Jay Moonah for the opening and closing music.

About Neville Hobson

Neville HobsonNeville Hobson was co-host of The Hobson & Holtz Report for over 10 years. For over 15 years, Neville has been a voice of experience and influence when it comes to speaking about digital technologies, disruptive change in workplaces and marketplaces, relevant trends to pay close attention to, and what it all means for your business. His experiences embrace deep understanding and subject-matter expertise in contemporary business issues that include social, digital and cognitive technologies, connecting that with a career in traditional public relations, marketing communication, employee compensation and benefits communication, and investor relations. Based in the Thames Valley some 30 miles west of London, Neville works either from his home office or from a client’s location; or from wherever he has a good network connection.

Links from this episode

Links from Dan York’s Tech Report

 

Comments

  • 1.Thank you, Neville and Shel for devoting so much airtime to Chris Lee’s influencer story featured in CityAm (in which I was quoted). I absolutely agree with you that the days of the free ride for ‘influencers’ has passed.

    With increased influencer marketing spend comes a greater need to demonstrate ROI. Accurate data and robust, independent campaign performance evaluation, along with industry benchmarking, will become a fundamental part of the influencer marketing campaign planning process.

    It's this commercial imperative as much as moral indignation at influencer #fails like the Elle Darby/ Dublin hotel story that will force a maturation of the influencer marketing industry.

    As to your point about Elle Darby damaging her trust, only time will tell. However her ‘I was exposed’ video has attracted 2.7m views against her usual video views of 25k-35k. She’s also added a large percentage of new subscribers to her channel. Will these viewer figures hold up …..?

    Scott Guthrie | sabguthrie | February 2018 | London, UK

  • 2.Shel, you mentioned the Digiday story “Brands are bringing influencer marketing in-house”

    I don’t think the decision to bring influencer marketing in-house needs to be binary. Rather the role that agency & brand fulfils is shifting as influencer marketing matures as a discipline.

    Increasingly agencies spot and nurture new and rising influencer talent. They ‘look over the brow of the hill’ to what’s likely to happen next in influencer marketing and counsel their clients accordingly. They also advise on best practice and help with the creative process.

    In-house teams maintain the relationship with selected influencers in between campaigns. They share knowledge internally so as to preserve value. And some are looking to bring influencers across departments to the whole customer journey.

    Scott Guthrie | sabguthrie | February 2018 | London, UK

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