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Don't Let Your Influencer Bubble Burst: Long-Term, Sustainable Influencer Strategies You Can Rely On

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Oliver Yonchev
Managing Director at Social Chain
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Don't Let Your Influencer Bubble Burst: Long-Term, Sustainable Influencer Strategies You Can Rely On
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About speaker

Oliver Yonchev
Managing Director at Social Chain

Oliver is Managing Director to the world's fastest-growing agency, Social Chain. Social Chain uses owned media, marketing, and technology to build social brands. The agency is famed for its disruptive creative work - gaining worldwide recognition for breaking records. Within just over 4 years Social Chain grew from a start-up of 2 to a team of 700+ individuals, currently operating through six locations: Manchester, London, Berlin, Munich, New York, and Bangkok. At 29, he is at the forefront of creative and social media marketing, delivering global social strategies for the likes of Amazon, Coca-Cola, Disney, Uber, Tik Tok, to name just a few.

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About the talk

Track: Keynotes

The cat’s out of the bag: influencers are big business. But because the industry is facing so many challenges, there are important lessons that marketers should know.

In this session, Social Chain’s Managing Director Oliver Yonchev will walk you through what you need to learn in order to take advantage of the growth opportunities in influencer marketing that still exist.

00:05 Introduction

02:00 Trust is the biggest challenge in influencer marketing

02:51 What does it mean for influencer marketing

03:38 What is Social Chain?

06:00 Believing that anyone cares about you

08:57 Creating Social Chain and communities

10:11 Speak your truth and be authentic

12:21 What does glassbox company means to businesses

14:24 How to stand out and cut through the noise?

15:28 Rex Secco case

17:55 Why was Rex so successful?

18:32 Endorsement, Authority figure and Reach

20:38 Why influencer should be a cornerstone of every brands toolkit

24:18 How much revenue the top-performing influencer generated?

25:09 Everything can be faked

30:18 Final recap

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And I'd like to introduce you to Emma. 00:05 Emma is an influencer you're not going to believe it. 00:08 Emma troubles the world. 00:12 And Bruns pays her to do so. 00:12 That's pretty good who wouldn't want to travel the world and be paid. 00:18 Some would argue it's the dream and then it gets to live this dream. 00:23 Because people like to see the world through her eyes. 00:27 They like to know what she likes what she doesn't. 00:30

I was one of those people and I follow them around a year ago. 00:33 And one day I'm scrolling through Instagram and then the pops up, 00:38 and she's like Hey. 00:41 This is my favorite hotel, 00:41 the same pancreas resonance hotel in London. 00:44 So I checked out, Great Hotel, 00:47 the next time I'm in London. 00:49 I'm going to stay there. 00:50 3 weeks later, scrolling down my news feed and pops up again. 00:52 She goes to the South Palace Hotel is my favorite hotel. 00:57

And that Oh, but what about OK, 01:01 we all change our minds. 01:03 Not a crime. 01:05 But then a week later, 01:05 he told me it was the cost world how's that OK? 01:09 am I see what is happening right now? 01:12 And then again, and again and again and again and again. 01:14 Can anyone tell me which is Emma's favorite hotel? 01:20 Does anyone here know? 01:24 I certainly didn't. 01:24 You know. 01:29 He's a cute picture. 01:29 I didn't believe it. 01:33 I don't think many people do, 01:35 I'm somewhat skeptical. 01:36

And why should our audience trust Emma? 01:36 And actually this type of practice why consumer trust in what influences says it's just 4%. 01:41 I want to give you a bit of context. 01:48 Four percent 35% of Americans believe in aliens, 01:50 16% in big 4 yet only 4% 01:54 of consumers. 01:57 Trust what influences say. 01:57

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