Showing posts with label Barrett Wissman. Show all posts
Showing posts with label Barrett Wissman. Show all posts

Wednesday, November 7, 2018

Killing The Golden Social Media Goose?


Are social networks killing the goose that laid the golden egg?

Falling organic reach is driving influencers away from social platforms..



Germany does not have any major social media firms, but it does have a word that describes how they've managed themselves as of late:

Verschlimmbesserung, or the act of trying to improve something only to make it worse.

The "fix" started in 2016, after Facebook noticed users were posting fewer things for their friends to see. To hide the problem, Facebook adjusted its News Feed algorithm to give user-generated content a leg up on branded posts. Unsurprisingly, influencers and publishers panicked at what Facebook reassured them would be a "small but noticeable" decrease to their organic reach. In reality, Facebook's average organic reach per post fell by nearly half that year, from 5.4 percent in 2015 to 2.8 percent by the end of 2016.

Facebook's latest and arguably greatest act of verschlimmbesserung, however, came following the Cambridge Analytica scandal. Average organic reach per post halved again from the prior year, to just 1.2 percent. Conveniently for Facebook, the drop in organic sharing pushed CPM ad rates higher, climbing 122 percent year-over-year and spiking shortly after Facebook's "friends and family" update.



Pushing Results In Pushback

Whether or not Facebook has deliberately pushed down its organic reach is an open question. But as the metric falls across social platforms from Facebook to Instagram to Twitter, the undeniable result is that brands working with influencers get less bang for their buck.

With brands' social media budgets set to roughly double by 2023, it's clear that social platforms themselves are hoping to claim an increasing share of those advertising dollars.

The trouble with trying to push markets in a certain direction, however, is that markets push back.

And given that the changes arguably give social platforms an advantage at the expense of brands, influencers and users themselves, the pushback is likely to come from three directions.



Brand marketers -- the individuals making spending decisions on Facebook and other platforms -- may provide the loudest and most effective opposition.

More than half of marketers say that customers acquired through influencer marketing are higher-quality than those gained through other sources, according to a survey conducted by influencer platform Tomoson. What's more, 22 percent of respondents rated influencer marketing the fastest-growing online customer acquisition method, likely because businesses realize an average of $6.50 in revenue for every dollar spent on influencer marketing.

Facebook and other social platforms, of course, are betting they’ll be the ones to reap the rewards if they decrease the effectiveness of influencers. The trouble is that influencers have shown themselves more than willing to leave platforms -- and marketers have proven eager to switch with them. Activate's 2018 State of Influencer Marketing study shows that nine in 10 influencers are using Snapchat less than they did last year, leading a similar 86 percent of marketers to decrease their use of the platform. Activate CEO Kamiu Lee explained the change by pointing out that Snap hasn't been particularly accomodating to influencers, who receive little data from brands on critical metrics like reach and audience demographics.



Where have Snap's influencers gone?

According to the Activate study, Instagram and influencers' own blogs are now the two channels with the greatest brand-influencer partnership activity. The popularity of that latter channel speaks volumes about where marketers see the most value: They're willing to abandon social platforms entirely in order to maintain influencer relationships.

Brands and influencers may be happy to choose each other over social platforms, but the big question is: What will users themselves do? Although no public data ties Facebook's user exodus to its squeeze of influencers and publishers, it's true that a growing number of users are ditching the platform for nonpolitical reasons. Facebook also notably abandoned a program this past March that separated publishers' and brands' content from users' main News Feed. Surveyed users in the six countries where Facebook tested the split News Feed said they were "less satisfied" with their News Feed content and that they felt no more connected to friends and family than before.



What began as Facebook's attempt to shore up declines in user-generated content and increase ad revenues seems to have put its entire ecosystem on shaky ground.

At least for the time being, brands seem to be choosing influencers over the very platforms where influencers built their followings.

Influencers, for their part, see brands backing them, emboldening them to go where they feel valued.

Guest Authored By Barrett Wissman. Barrett is an entrepreneur, philanthropist and concert pianist. He is chairman of IMG Artists, a performing-and-cultural arts entertainment business, and a principal in Two Pillar Management, which represents and partners with social media brands, influencers and celebrities. Follow Barrett on Twitter.





"The biggest danger for Facebook and other platforms, however, is that users want influencers to be part of their social media experience. If users decide to follow influencers away from social platforms, then the paid ad money almost certainly will, too.." -BarrettWissman


    • Post Crafted By:
      Fred Hansen Pied Piper of Social Media Marketing at GetMoreHere.com & CEO of Millennium 7 Publishing Co. in Loveland, CO. where I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
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    Location: Loveland, CO 80538, USA

    Tuesday, January 2, 2018

    Social Media Celebrities Giving Back For New Years?


    Giving back, a new year's resolution for social media celebrities. Philanthropy and the pursuit of "a good cause" has long been part of the fabric of being a celebrity..



    Hollywood has for years been outspoken on subjects ranging from the environment to gender and race equality, eradication of disease and helping the less fortunate.

    Only a couple of decades ago, however, philanthropy was reserved for only the sturdiest of stars. The bandwagon of environmentalism with its onset of celebrity proponents like Al Gore, Jeremy Irons and seemingly every other Hollywood tag-along, was once reserved for trailblazing outliers brandished as "tree huggers".





    In the last ten years, philanthropy has become all the rage and is considered "de rigeur" for the modern day celebrity.

    Superstars such as Bono, Miley Cyrus and Elton John have made philanthropy and the causes celebrities tirelessly work for part of the fabric of responsibility for people that are in the public eye. Bono's "Red", Elton's Aids Foundation and Miley's "Happy Hippy" are examples of the kind of high-profile, global efforts leading the way trying to solve the biggest challenges the human race faces today. Cause-based celebrations like Elton John's Aids Foundation Oscars viewing party have permeated even the most glamorous of Hollywood events: the Academy Awards.

    Actors have joined the game as well with the likes of Leonardo DiCaprio and Brad Pitt. DiCaprio's Foundation, which provides funding for issues affecting the ocean and the environment, has held an annual high-profile bash in St. Tropez that has raised tens of millions for the causes he supports. Brad Pitt's "Make it Right" Foundation was born in the wake of the destruction that Hurricane Katrina caused in New Orleans. Pitt was determined to rebuild New Orleans's most disadvantaged neighborhoods destroyed by Katrina. He did it in an environmentally friendly way using safe, energy-efficient and inexpensive building methods and materials.



    In 2017, we have seen the "coming-of-age" of a new class of celebrity, the social media influencer.

    Most influencers are millennials. Time will only tell if social media stars will carry their own weight and follow the philanthropic tradition that mainstream celebrities have practiced before them. Maggie Neilson told me that "our celebrities have told us that their philanthropic work is the most fun and rewarding part of what they do."

    A call to action to social media stars: make a New Year's resolution to make philanthropy an important part of your work in 2018.ls. The public and the media have associated millennials with well-known stereotypes: selfies and the "me" narcicissm of social media, the lazy and entitled attitude that has become the calling-card of the generation and the lack of an awareness or respect for the past and what has come before them. Perhaps these are just stereotypes: from my experience, millennials can also be adventurous, curious and self-driven. Millennial social media stars not only have the mainstream popularity associated with other types of celebrities, but their real power is that their relationship with their fans and followers is a direct and highly engaged one. For this reason, brands, marketers and content producers are investing heavily with them pouring millions into influencer marketing campaigns and new-age digital content starring social media stars.



    2017 has been a difficult year filled with environmental and weather-related disasters, terrorist incidents and the violent shootings in Las Vegas.

    Where has the social media celebrity been in taking responsibility with all of their newly-minted power and reach? Philanthropy and the urge to help others has been for the most part absent from their playbook, which has continued to rely upon comedic skits, scantily-clad photo sessions and dubious attempts to become actors and musicians. There have of course been numerous attempts at vanity associations with charities and causes: taking a one-off photo for the purpose of checking it off a list of must-dos, the quick in-and-out association with a cause showing up at a fundraising event or the re-posting of pictures reminding us of a tragedy that just occurred. None of this is harmful, but where is the influencer in using his/her power to help out with more than just a "toe in the water" or the quick publicity photo aimed at declaring that "they give back"? Real engagement requires consistent dedication and attention to the cause over months and even years.




    We have seen some philanthropic glimmers of hope however that are worth mentioning.

    Happy-go-lucky Instagram star Juanpa Zurita and You Tube celebrities Casey Neistat and Jerome Jarre successfully leveraged their power on social media to raise one million dollars in 19 hours to help those facing starvation in Somalia. Neistat said: "This is the story of what can happen when the power of social media is leveraged for something good."

    This wasn't just a imaginary campaign taking place in the ether of the digital world. Juanpa Zurita and crew actually traveled to Somalia to be on the ground and help in person.




    Social media star Jake Paul and members of Team 10 drove all the way from California to Houston to help victims of Hurricane Harvey.

    According to Paul, "We have the chance to save thousands of lives and show everyone the power of social media." Paul also donated funds from the sale of some of his merchandise dedicated to the cause. One wonders however from his quote whether or not the goal of the trip was to help or rather to show the power of what social media can do. Either way, it is another example of how social media stars can help to leverage their following for more altruistic purposes.

    According to Maggie Neilson, CEO of the Global Philanthropy Group, Hollywood's leading advisory group to celebrities on their philanthropic lives: "Given the out sized importance of cause to millennials, I don't understand why more social media influencers haven't gotten involved. Whether it is the environment or animals or civil rights, there is so much opportunity to make a difference on important issues. Even if influencers don't even care about making the world a better place, they should still do it if only for follower loyalty. Cause engagement matters deeply to their millennial followers."



    Social media stars are also working with companies now not only to generate profits but also to further a cause.

    91% of millennials surveyed are likely to switch to brands that support a cause, assuming similar price and quality. Most recently, director and social media wunderkind Jay Alvarrez teamed up with 4Ocean http://www.4ocean.com to produce a video promoting the company's efforts to clean up the world's oceans from plastic waste. 4Ocean removes one pound of plastic from the oceans for every bracelet it sells. The bracelets are in turn made from the very same recycled plastic waste recovered from the ocean.

    This is an example of a for-profit company not only helping a cause with a portion of its proceeds, but also making the pursuit of the cause the core fundamental principle of the enterprise. Alvarrez was the perfect choice for the campaign given that his stunning video's are based upon the natural asset he is promoting the health of, the world's oceans.




    Time will only tell if social media stars will carry their own weight and follow the philanthropic tradition that mainstream celebrities have practiced before them.

    Maggie Neilson told me that "our celebrities have told us that their philanthropic work is the most fun and rewarding part of what they do."

    A call to action to social media stars: make a New Year's resolution to make philanthropy an important part of your work in 2018.

    Guest Authored By Barrett Wissman. Barrett an avid entrepreneur, philanthropist and concert pianist, the Chairman of IMG Artists, the global leader in the performing and cultural arts entertainment business and a principal in Two Pillar Management, which manages digital personalities, celebrities and their brands. He writes about culture, entertainment, social media and the entertainment industry, the travel and culinary adventures he experiences on the road and the world of philanthropy in the arts and entertainment industry. Follow Barrett on Twitter.




    “Time will only tell if social media stars will carry their own weight and follow the philanthropic tradition that mainstream celebrities have practiced before them.

    Maggie Neilson told me that "our celebrities have told us that their philanthropic work is the most fun and rewarding part of what they do."

    A call to action to social media stars: make a New Year's resolution to make philanthropy an important part of your work in 2018.."

      • Authored by:
        Fred Hansen Pied Piper of Social Media Marketing at YourWorldBr@nd.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
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      Location: Loveland, CO 80538, USA

      Tuesday, August 15, 2017

      Entrepreneur Social Media Influencers?


      Over the past week, Barrett Wissman has been working with the model, social media star and actress Alexis Ren to launch her own brand, REN Active.

      Many social media stars have launched merchandise: most is usually the typical banal array of t-shirts, hoodies and caps sold at concerts and events by stars and celebrities. What distinguishes REN Active is that it has been beautifully crafted and designed in the very same minimalist aesthetic and style that her 10 million followers have already come to know from her. Alexis Ren has not only launched products, but a genuine brand with a message.



      21st century society has become accustomed to the newly-formed celebrity of emerging You Tube talent, Instagram "hotties" and blogging fashion and beauty mavens.

      Over the past several years, so-called "digital talent" have matured from being the millenial outliers of the media world to being becoming part of daily life for middle America and the rest of the globe. Unlike the awe fans feel for traditional celebrities, actors and pop-stars, followers of social media talent are immersed inside the daily life and routine of the influencers they follow.

      Because of this direct relationship between follower and influencer, a global marketplace has developed between brands and social media stars buying and selling their influence over the millions of constituents they react with on a daily basis. An entire economy of agents, agencies, media networks and brand consultants has emerged around influencer marketing. Because technology is so closely linked with social media, never before has it been easier to target any particular demographic or measure the direct success of any influencer-based marketing campaign. In the "good old days," it was just a well-founded guess how successful an expensive ad campaign gracing the pages of Vogue might have been. Today, a brand knows exactly how many consumers have clicked through to, commented on or "liked" any digital social media campaign they have invested in.



      After realizing the power of the newly-minted currency possessed by social media stars, the next logical step in their evolution seems obvious.

      They are not only the media and entertainment "pitchmen" of the 21st century, but have the capability of becoming brands in and of themselves.

      Much like how 20th century tastemakers Oprah Winfrey and Martha Stewart became moguls creating media and product brands around their lifestyles through broadcast and print, influencers are poised to create the next mega-brands through social media. Why only do it for others if they can also do it for themselves?



      Over the next couple of years, major brands will be created by social media stars.

      The first wave of internet brands created household names like Amazon, Google and Netflix. The second wave of digital brands was dominated by the onslaught of social media giants like You Tube, Facebook, Instagram, Twitter and Snapchat. Now, the stage is set for a select cadre of social media stars to transform their massive followings into lasting franchises.

      Over the last couple of years, we have seen the brand-building successes of beauty blogger Michelle Phan and actress Jessica Alba. Phan's beauty subscription box Ipsy. has already raised capital at valuations in the hundreds of millions. Alba's now well-known brand, The Honest Company, can be found in virtually every market across the USA. Several social media stars have introduced new brands in the last year that are having unprecedented successes. You Tubing brothers Logan and Jake Paul have separately launched enormously successful merchandise businesses. Beauty and fashion blogger Sazan Hendrix has introduced her own lifestyle subscription box, Bless Box. Bless Box delivers a monthly selection of beauty, lifestyle and home products to not only her loyal fans, but now to thousands of new followers who love the service.



      Major ecommerce and brick and mortar retailers are now also looking to partner and create joint ventures with social media stars and celebrities to help launch new businesses.

      From my own experience representing "new-age" digital talent, Walmart, Jet.Com, Target and even traditional department stores are moving into the game. A new class of incubators, entrepreneurs and venture capitalists are also emerging, seeing the opportunity to partner with social media talent by contributing their expertise, capital and management skills to help launch new brands.

      Guest Authored By Barrett Wissman. Barrett writes about the entertainment business, culture and the arts. He's an avid entrepreneur, philanthropist and concert pianist and the Chairman of IMG Artists, the global leader in digital brand management and the performing and cultural arts entertainment business. With offices in the US, Europe, the Middle East and Asia. IMG Artists manages digital personalities, celebrities and artists, tours artists and groups of all genres, manages and owns branded arts and lifestyle festivals and events and has an active venue management and project consulting business worldwide. He writes about culture, entertainment, social media and the entertainment industry, the travel and culinary adventures he experience's on the road and the world of philanthropy in the arts and entertainment industry. Follow Barrett on Twitter.




      "Will Alexis Ren and her fellow social media standouts be the Ralph Laurens, Oprah Winfreys and Donna Karans of the future?

      No one really knows, but it is certain that they will have an impact on the landscape of media, entertainment and commerce in the foreseeable future.."

        • Authored by:
          Fred Hansen Pied Piper of Social Media Marketing at YourWorldBrand.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
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        Location: Loveland, CO 80538, USA
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