Fresh State of Social 2019

RODERICK CREMERS
RODERICK@FRESHBRIDGE.NL
+31 651821045

WE ARE FRESH BRIDGE!
RODERICK CHRIS SYBREN
DONITAPETER
CRISTINEPEGGYOLGER
ANOUKJOERI
SAM AYLA
IRIS
JOREN
YESHA
SEM JELMER
ESMEE
LOUISE
IRIS
EVI
GERT-JAN
DANIELLE
JOSHUARICARDO BRENDA
MULTI TALENTED - MULTI SKILLED

ONZE CORE BUSINESS
STRATEGY CONCEPTS CONTENT SOCIAL ADVERTISING

AWARDS
1x SAN Accent [2019]
6x GrandPrix Content Marketing [2018]
1x GrandPrix Content Marketing Beste Social Media [2017]
3x SAN Accent [2015-2016]
1x SAN Accent Excellent [2015]
1x Bronzen Esprix [2016]
1x SponsorRing [2015]
1x European Sponsorship Award [2015]
1x GrandPrix Content Marketing Beste Social Media [2015]
4x GrandPrix nominatie [2018]
2e Beste Social Media Post Award, Beste Social Media [2016]
1x European Excellence Award nominee [2015]
1x SponsorRing nominatie [2015]

WE ARE A
BRAND PUBLISHING AGENCY
WITH A
SOCIAL MEDIA HEART

BRAND PUBLISHING - def • i • ni • tion
Brand publishing is a marketing strategy where brands
treat themselves not as advertisers, but as content
publishers.
Brand publishing is the production, management,
distribution and optimisation of marketing- and sales-
content, scaled over all (digital) channels aimed at telling
stories to target-audiences around the brands key
emotional insights.

PROVEN MODELS PROVIDE STRUCTURE
CONTENT STORYTELLINGSTRATEGY

CHANNELS
CONTENT CALENDAR
DISTRIBUTION STRTEGY
CONSTANT
DIALOGUE
HERO
CAMPAIGNS
BRAND PUBLISHING
THEME
TARGETS
CAMPAIGN CAMPAIGN CAMPAIGN
BRAND STORYLINE
BRAND HEART
STRATEGY AUDIENCE
INSIGHTS
EMOTIONAL
INSIGHTS
DIGITAL AUDIT
THEME
1. Tone of voice
2. Visual guidelines
3. Frequentie
4. Sub targets
THEME THEME THEME
1. Frequentie
2. Targeting
3. Advertising
4. Traﬃc
5. Conversie
6. Optimisation
BRAND
1. Sub stories
2. Sub targets
OUR PROVEN CONTENT STRATEGY MODEL
SUPER HERO
STORYTELLING MODEL
SUPER HERO STORYTELLING MODEL ©

#STOCKTOBER
#3FM #Adformatie #MarketingTribune #MarketingFacts #TheBestSocial #DutchCowboys

The fans / community
The hero
Attributes / means that  
are unique that can be
used to achieve the
goals
The bad guy we need
to beat (can also be a
cultural insight)
Saving the day Who beneﬁts
The conﬂict in the story
Where does the story unfold - what are the key cultural insights
The resolution of the story
SUPERHERO STORYTELLING MODEL ©
The brand story
© 2017 Fresh Bridge

WE WERKEN MET ALLE RELEVANTE KANALEN

SOCIAL STUURT TRAFFIC
BLOG
INFO
SHOP
SERVICE
COCREATIE
BRAND

HERO
Grote campagnes met veel impact en een sterk verhaal achter
de boodschap. Dichtbij het merk en veel aandacht genereren.
HUB
Voor gebruikers die interesse hebben in het merk en continue
op de hoogte willen blijven van boodschappen van het merk.
Speelt in op insights van de doelgroep en het merk. Geeft de
doelgroep een reden om steeds terug te komen en zelf
ambassadeur van het merk te worden naar hun vrienden.
HYGIENE
De gebruiker is bewust geïnteresseerd. Nu moet er content
zijn die de gebruiker helpt in zijn zoektocht naar het maken
van beslissingen en het overgaan tot actie.
HERO HUB HYGIENE MODEL

• SOCIAL PLATFORMS
• SOCIAL MEDIA
• VIDEO & LIVE VIDEO
• ADS
• GENZ
• TRUST
• INFLUENCERS
LETS TALK…

11,9 miljoen (9,1 daily)
USE SOCIAL MEDIA PLATFORMS
NEWCOM - Nationale Social Media Onderzoek 2019

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2011 2012 2013 2014 2015 2016 2017 2018 2019
TOTAL USE SOCIAL MEDIA PLATFORMS

15 - 19 year 20 - 39 year 40 - 65 year 65 - 79 year 80+
97% 93% 86% 67% 38%
67% 89% 77% 69% 58%
86% 74% 54% 38% 21%
12% 45% 35% 14% 7%
73% 46% 22% 9% 6%
23% 25% 21% 9% 9%
19% 30% 21% 12% 8%
72% 32% 7% 1% 1%
USAGE BY AGE

0%
10%
20%
30%
40%
50%
60%
70%
2013 2014 2015 2016 2017 2018 2019
DAILY USE SOCIAL MEDIA PLATFORMS

RIGHT MESSAGE
RIGHT AUDIENCE
RIGHT MOMENT
RIGHT CHANNEL
RIGHT PERSON

Cameron Power
@cap0w
Wtf is wrong with this dude? What is he looking at?
The world?

pic.twitter.com/ITpCF5Y5QW
BUT THE CONTEXT HAS CHANGED

WE ARE COMPETING WITH FRIENDS & FAMILY

SOCIAL PROOF
SOCIAL PROOF IS THE INFLUENCE THAT THE ACTIONS AND ATTITUDES OF
THE PEOPLE AROUND US (EITHER IN REAL LIFE OR ONLINE)  
HAVE ON OUR OWN BEHAVIOR.
THE "PROOF" ELEMENT IS THE IDEA THAT IF OTHER PEOPLE  
ARE DOING IT (OR SAYING IT), IT MUST BE CORRECT.
“
“

WHAT KIND OF WORD DO WE
USE MOST ON SOCIAL MEDIA ?

WE HAVE AN
ATTENTION
SPAN THAT IS
SHORTER
THAN THAT OF
A GOLDFISH

2.5SECONDS
1.7SECONDS
CONTENT CONSUMPTION: FASTER ON MOBILE

IT SHOULD BE SNAPPY
GRAB ATTENTION

CONTENT NEEDS TO GRAB
PEOPLES ATTENTION.
THAT DOESN’T MEAN ALL
YOUR CONTENT HAS TO BE
‘SHORT FORM’

ON THE GO LEAN BACKLEAN FORWARD

PINTEREST
MOODBOARDS
HOW TO’S
LIFESTYLE
IDENTITY

TWITCH
2.2 MLN BROADCASTERS
15 MLN DAILY ACTIVE USERS

EVERYBODY IS
‘STEALING’ FROM
EACH OTHER

• Min. 10K subscribers
• New format to let creators express themselves &
engage fans without posting a full video.
• Algorithm YouTube will select users who’d like to see
Stories / Reels
• Stories appear in a new tab on a creator’s channel
• Story will disappear after seven days.
• Comments/reactions are public as opposed to
Instagram, to stimulate engagement
YOUTUBE STORIES (REELS)

INSTAGRAM
2 PLATFORMS IN ONE
FEED STORIES

NIKE RUNNING (5,5 MLN)
INSTAGRAM STORIES  
LIVE MAGAZINE

INSTAGRAM STORIES  
2X BIGGER THAN  
SNAPCHAT

TEXT -> IMAGE -> (LIVE) VIDEO
DRIFTING IS THE ONLY
JUDGED MOTORSPORT ON
FOUR WHEELS. A JURY
EVALUATES EACH DRIVER'S
RUN FROM 0-100 POINTS BY
FOUR CRITERIA: A – SPEED, B
– LINE, C – DRIFT ANGLE, D –
INDIVIDUAL STYLE
TEXT VISUAL STORIES
1X 3X 5X
INTERACTION AND ENGAGEMENT
🏎
🤪
#
$ 🍼
&
😊

NEW FORMS HAVE NEW
WAY OF STORYTELLING
INSTAGRAM  
STORIES

NEW FORMS
INFLUENCE
OTHER FORMS

BRAND
INTRO
GRAB
ATTENTION
( KEEP
WATCHING )
0” 3” 10”
THUMB
STOPPING
POWER
( FIRST VIEW )
SOCIAL VIDEO DNA

LIVE CONTENT IS
REAL
PER DEFINITION

4 MAIN ‘CURRENT’ LIVE VIDEO CATEGORIES
EVENTS
Q&A /
INTERVIEWS
BEHIND THE
SCENES
INFLUENCER

INTERACTIVE
AUTHENTIC
REAL
IMPERFECT
INTIMATE

UN PRODUCED OVER PRODUCED
HANDHELD
MOBILE
ANYTIME
SHAKY
NO STORY
UNANNOUNCED
PREPARED VIEWERS
SUPER REAL
SET TIMES
SCHEDULED
STORYTELLINGHIGH RISK
KEY MESSAGE
LESS REAL
REUSABLE CONTENT
REAL
SCRIPTED
SPONTANEOUS
BRANDED
POLISHED

HANDHELD
MOBILE
PREPARED VIEWERS
STORYTELLING
WELL
PREPARED
REAL
KEY MESSAGE
SET TIMES
SCHEDULED
ANYTIME
SHAKY
NO STORY
UNANNOUNCED
SUPER REAL
HIGH RISK LESS REAL
SCRIPTED
SPONTANEOUS
REUSABLE CONTENT

THE RIGHT
TOOLS,
STORY AND
INTERACTION

TWO WAY
INTERACTION
INFLUENCER WITH FOLLOWER

SAVING LIVE Q&AS
ON INSTA FEED

1. PREPARE
2. ANNOUNCE & PUSH
3. EMBRACE IMPERFECTION
4. FOCUS ON INTERACTION
5. REUSE CONTENT
6. MAKE IT REGULAR
BEST PRACTICES
WHAT IS YOUR STORY, KEY MESSAGE AND VALUE FOR AUDIENCE
MAKE SURE PEOPLE ARE WATCHING
DITCH THE SCRIPT AND ACKNOWLEDGE IMPERFECTION
TALK TO PEOPLE, LET THEM JOIN, ANSWER THEM, NAME THEM
CONTENT IS VALUABLE ALSO AFTER BROADCAST
FOR A REAL PERSONAL CONNECTION YOU DON’T MEET ONCE

CARING FOR OTHERS
AND
BUILDING A
RELATIONSHIP

PERSONAL CONTACT
HUMAN TO HUMAN
EMOTIONAL MOMENTS
UNDERSTANDING
HELPING
PRO ACTIVE AND REACTIVE

TEXT -> IMAGE -> (LIVE) VIDEO
DRIFTING IS THE ONLY
JUDGED MOTORSPORT
ON FOUR WHEELS. A
JURY EVALUATES EACH
DRIVER'S RUN FROM
0-100 POINTS BY FOUR
CRITERIA: A – SPEED, B –
LINE, C – DRIFT ANGLE, D
TEXT VISUAL STORIES
1X 3X 5X
INTERACTION AND
🏎
🤪
#
$ 🍼
&
😊

😁
👶* 🙉
🍼
,
🤗
🙂
/
0
❤
🎊
🍆
🥕
🥔
🍌
🍐
🍎
🥝
🍏
🙈
🙊
🎈 👪
🎂 😍
😴
😘
🤒💩 ☀
F

(c) copyright Fresh Bridge 2018

CONTENT AND
MEDIA / ADS ARE
CONNECTED

ONLY ..% OF PAGE-FANS
SEE YOUR CONTENT

GO TO INSTAGRAM
@FRESH_BRIDGE
STORIES

ONLY 5% OF PAGE-FANS
SEE YOUR CONTENT.
USE (BOUTIQUE) ADVERTISING

CONTENT IMPACTS
THE EFFECTIVITY 
OF ADVERTISING  
ON SOCIAL MEDIA

TARGETING
Targeting options differ between Facebook | Instagram, Twitter, LinkedIn - ex. Twitter has no age, Facebook has less TV targeting
PROSPECTING
CONVERSIE
LOYALITEIT
TARGETING
• INTEREST
• FOLLOWERS
• LOOK-A-LIKES
• KEYWORDS
• BEHAVIOR
• CUSTOM/TAILORED
AUDIENCES
• E-MAIL
• TV TARGETING
• AGE
• MAN/WOMAN
• LOCATION
• LANGUAGE
• OTHER
DEMOGRAPHICS
• MOBILE/TABLET
• RETARGETING
• CONVERSION
TRACKING
KANAAL
• FACEBOOK
• INSTAGRAM
• YOUTUBE
• TWITTER
• LINKEDIN
• PINTEREST
• TUMBLR
• SNAPCHAT

SOCIAL CONTENT
IS DIFFERENT THAN
OTHER (DIGITAL)
CONTENT

ONLY CROSS
ADVERTISING /
RETARGETING WITH
IN THE SAME SILO

OLDER GENERATIONS ARE NOT
JUST TEACHERS
THEY ARE ALSO STUDENTS

FIRST GEN Z-ERS WILL BE 23 YEARS OLD IN 2019

WHEREAS THE MILLENNIALS WERE ALL ABOUT FILTERED PHOTOS AND
EDITED VIDEOS THAT FUELLED THEIR EGOS WITH LIKES AND COMMENTS.
GEN Z EMBRACES LIVING IN THE RIGHT NOW AND ENJOYS SHARING THE
WORLD THROUGH THEIR EYES THROUGH SNAPCHAT STORIES THAT
ENABLE THEM TO TELL THEIR STORY OF A DAY IN THEIR LIFE IN AN
UNEDITED VIDEO THAT WILL LAST FOR 24 HOURS BEFORE DISAPPEARING
FOREVER.
http://www.huffingtonpost.com/daniel-burrus/gen-z-will-change-your-wo_b_9150214.html

GEN Z INHERITS ITS LOVE OF GOOD STORYTELLING FROM THE
MILLENNIALS, WITH 67% OF THE RESPONDENTS SAYING THAT
THEY ARE MORE INTERESTED IN NARRATIVES AND CONTENT
WITH RELATABLE AND REALISTIC ENDINGS.
FURTHER, THEY ARE NEARLY TWICE AS LIKELY TO WANT TO SEE
“REAL PEOPLE” RATHER THAN CELEBRITIES ENDORSE PRODUCTS
AND BRANDS.
Sparks & Honey: Meet Generation Z: Forget Everything You Learned About Millennials; WWD Gen Z Starts to Make a Mark, August 5, 2015;
Winter/Spring 2015 Cassandra Report: Gen Z

IN ADVERTISING
GEN Z PREFER
REAL PEOPLE
TO CELEBRITIES
63% VS 37%(Cassandra Report: Gen Z)

HELP ME
HAVE FUN
ALLOW ME
TO BE
MYSELF
GIVE ME
CONFIDENCE
ASK FOR
MY
OPINION
GIVE ME
SOMETHING
TO SHARE
WITH MY
FRIENDS
WHAT DOES GEN Z WANT FROM BRANDS?

IF BRANDS WANT CONSUMERS TO BE COMMITTED TO THEM,  
BRANDS NEED TO BE COMMITTED TO CONSUMERS.
TRUST IS ALSO PARAMOUNT IN RELATIONSHIPS,
AND BRAND RELATIONSHIPS ARE NO EXCEPTION.
AUTHENTICITY, TRANSPARENCY AND TWO-WAY DIALOGUE  
WITH CONSUMERS ARE ESSENTIAL.

CONSUMERS SPEND MORE
THAN A QUARTER OF THE
DAY ENGAGING WITH
DIGITAL CONTENT
8.8 HOURS A DAY, ON AVERAGE
11.4 HOURS FOR GEN Z
10.9 HOURS FOR MILLENNIALS
25% OF MILLENNIALS
USING THREE OR MORE
DEVICES AT
ADOBE CONSUMER CONTENT SURVEY - DEC 2018

UTILITY
INFORMATION
TIMEWASTING
ENTERTAINMENT
LEVELS OF ENGAGEMENT WITH DIGITAL
FUN
EMOTION

AUTHENTICITY AND UNIQUENESS ARE KEY VALUES
FOR THEM, THAT IS WHY THEY GET INSPIRED BY
INFLUENCERS WITHIN THEIR EXTENSIVE ONLINE
PEER GROUPS RATHER THAN FROM MAGAZINES OR
TV CHANNELS.
NEW CONSUMER SUMMIT REPORT THE FUTURE LAB

JULIE ARBIT - VICE-PRESIDENT OF INSIGHTS AT VICE MEDIA
ONE OF THE MOST IMPORTANT THINGS
A BRAND CAN DO IS PROVIDE
INSPIRATION AND TOOLS
THAT HELP YOUNG PEOPLE FIGURE OUT
WHO THEY ARE, WHO THEY WANT TO BE,
AND WHAT THEIR RELATIONSHIP IS
WITH THE WORLD AROUND THEM.

CONSUMERS HAVE
LITTLE PATIENCE
FOR POOR
EXPERIENCES

MORE THAN HALF OF CONSUMERS (51%)
SAID THEY WOULD STOP VIEWING CONTENT
ALTOGETHER IF IT TAKES TOO LONG TO LOAD.

CONSUMER FEEL ANNOYED
3 out of 5 consumers said experiencing any one of these situations
would stop them from making a purchase with a brand.
poorly written 39%
Not optimised for devices 21%
poorly designed 28%
Too personalised 25%
Video resolution poor or video is slow 50%

54% OVERALL
MORE WILLING TO STAY
ON A BRAND’S
CHANNEL IF
VIDEO CONTENT IS
INCLUDED 65% FOR MILLENNIALS
76% FOR GEN Z

HALF OF CONSUMERS SAID THEY’RE
MORE LIKELY TO MAKE A PURCHASE
(51%) OR BECOME LOYAL TO A BRAND
(49%) IF THE CONTENT IS PERSONALISED.

82% OF CONSUMERS AGREED
THEY WOULD STOP PURCHASING
FROM A BRAND IF IT CROSSED
THE LINE WITH A CREEPY,
PERSONALISED EXPERIENCE

MEANINGFUL BRANDS STUDY 2019
PEOPLE WOULDN’T CARE IF
87 PERCENT
OF BRANDS DISAPPEARED

PENNY WILSON - HOOTSUITE CHIEF MARKETING OFFICER
TREMENDOUS NEW OPPORTUNITIES FOR BRANDS
TO ESTABLISH DEEPER, MORE AUTHENTIC AND
LONGER-LASTING RELATIONSHIPS WITH
CUSTOMERS IN 2019 AND BEYOND
CONNECTIONS THAT WILL HELP ACHIEVE
THOSE BROADER BUSINESS OBJECTIVES

74% OF GEN Z PREFERS FACE TO
FACE CONTACT WITH
COLLEAGUES
GEN Z @ WORK: HOW THE NEXT GENERATION IS TRANSFORMING THE WORKPLACE, DAVID STILLMAN AND HIS SON, JONAH STILLMAN.

DROP THE CORPORATE VEIL,
CONNECT
HUMAN-TO-HUMAN,
AND ALLOW USERS TO
PARTICIPATE IN BRAND
STORYTELLING

The fans / community
The hero Attributes / emotional
means that  
are unique that can be
used to achieve the
goals
The bad guy we need
to beat (can also be a
cultural insight)
Saving the day Who benefits
The (emotional) conflict in the story
Where does the story unfold - what are the key cultural insights
The resolution of the story
SUPERHERO STORYTELLING MODEL ©
The brand story
© 2019 Fresh Bridge

TRUST
ORGANISATIONS
SOCIAL MEDIA
PEOPLE

75%  
OF MILLENNIALS
DELOITTE MILLENNIAL SURVEY 2018
BUSINESS FOCUS ON
THEIR OWN
AGENDAS RATHER
THAN CONSIDERING
THE WIDER SOCIETY

Less than half of millennials
believe businesses behave
ethically  
and that business leaders are
committed to helping
improve society
DELOITTE MILLENNIAL SURVEY 2018

80% OF GEN Z AND  
76% OF MILLENNIALS ARE
ACTIVELY ADJUSTING
THEIR PRIVACY SETTINGS
WITH THE BRANDS THEY
ENGAGE WITH TO PROTECT
THEIR INFORMATION,
MORE SO THAN OTHER
GENERATIONS

PENNY WILSON - HOOTSUITE CHIEF MARKETING OFFICER
“CONCERNS AROUND FAKE NEWS AND DATA
PRIVACY LED INDIVIDUALS TO QUESTION THEIR
TRUST IN POLITICIANS, MEDIA OUTLETS, SOCIAL
NETWORKS AND BUSINESSES ALIKE.
THOSE SAME CONCERNS EXTENDED TO HOW
BRANDS FORGE RELATIONSHIPS WITH CUSTOMERS
AND THE DATA THEY USE TO DO SO.”

PONEMON INSTITUTE
60% OF PEOPLE NO LONGER TRUST
SOCIAL MEDIA COMPANIES

TRUST IN FACEBOOK DROPPED
FROM
79% TO 28%
AFTER CAMBRIDGE ANALYTICS
AND ZUCKERBERG TESTIMONY
PONEMON INSTITUTE

“I DEFINITELY DO AS MUCH RESEARCH AS I CAN, BUT
SOMETIMES THERE ISN’T MUCH RESEARCH YOU CAN DO
BECAUSE IT’S A STARTING BRAND AND YOU KIND OF HAVE
TO HAVE FAITH IN IT AND HOPE IT WILL WORK OUT THE WAY
PEOPLE SAY IT WILL.”
“YOU NEVER REALLY KNOW WHAT’S GOING TO HAPPEN.”
KENDALL JENNER

GIL EYAL, CEO AND CO-FOUNDER OF INFLUENCER ANALYTICS PLATFORM HYPR
“WE’RE MORE AWARE
AND MORE
CYNICAL”

SOCIAL MEDIA INFLUENCER - def • i • ni • ton
A Social Media Influencer is a user on social media who
has established credibility in a specific industry. A social
media influencer has access to a large audience and can
persuade others by virtue of their authenticity and reach.
resources.
“

PARA SOCIAL RELATIONSHIP
PEOPLE COME TO FEEL AND CONSIDER MEDIA/INFLUENCER
PERSONALITIES ALMOST AS FRIENDS. AN ILLUSIONARY
EXPERIENCE, WHERE THE AUDIENCES INTERACT WITH
PERSONAS AS IF THEY ARE ENGAGED IN A RECIPROCAL
RELATIONSHIP WITH THEM.
“
“

INFLUENCER MARKETING
ORGANIC SEARCH
EMAIL MARKETING
PAID SEARCH
DISPLAY ADVERTISING
AFFILIATE MARKETING
OTHER
22%
17%
15%
14%
9%
5%
18%
INFLUENCER MARKETING IS THE FASTEST GROWING  
ONLINE AQUISITION CHANNEL
Source: Adweek

BRAND INFLUENCER CONSUMENT
Authentic
Real
Trust
Close

INFLUENCERS ARE PEOPLE
PEOPLE ARE MORE
‘REAL’ THAN BRANDS
(SHOULD BE)

REAL PEOPLE
PERSONALITIES
AUTHENTIC
PEOPLE FEEL A BOND
MICRO VS SUPER INFLUENCER
RELATIONSHIP VS ONE OF

EVERYBODY WANTS TO
BECOME AN INFLUENCER
“
”

KEY IS BUILDING
A LONG TERM
RELATIONSHIP

DO WE ALWAYS NEED THE
BIG ONES?

FOR GEN Z IT’S NOT
ALWAYS ABOUT WHAT YOU
HAVE ACHIEVED

BUT MORE
ABOUT WHO
YOU ARE AND
YOU HAVE TO
SAY
63% OF GEN Z WOULD BUY A PRODUCT RECCOMMENDED BY A YOUTUBER

REACH ENGAGEMENT
EXPENSIVE AFFORDABLE
CELEBRITIES TOP INFLUENCERS MICRO INFLUENCERS
+250K REACH +50K REACH 10-50K REACH
ONE SIZE DOESN’T FIT ALL

BRAND
UNKNOWN
PEOPLE
CONSUMER
MICRO
INFLUENCERS

0 to 1.000 followers
± 90% of users
9,7%engagement
Source: Takumi analysis of 500.000 instagram accounts
100k+
± 6% of users
4,5%engagement
± 0,1% of users
1,7%
1-4k followers 4K - 100K
2,4%
Traditional PR eﬀorts+
± 3% of users
ENGAGEMENT RATES FALL WITH LARGER FOLLOWER BASES

82% WOULD FOLLOW
THE RECOMMENDATION
OF A MICRO
INFLUENCER
Keller Fay Group & Experticity

REACH
INFLUENCER
ADVERTISING
INFLUENCER
ADVERTISING
INFLUENCER
ADVERTISING
MICRO
INFLUENCERS
TIME
WHICH MODEL DO WE CHOOSE?

CREATE A COMMUNITY
AND  
GIVE THEM STORIES

Sweet
spot
Perspective of
influencer
Brand  
Content Themes
Brand
Audience
The sweet spot? Right
where the brand
themes link to the
perspective of the
influencer and
connects to the brands
desired audience.
Magic, really
IT ALL NEEDS
TO COME
TOGETHER

RED BULL USES ALL
SORTS OF INFLUENCERS
LARGE AND SMALL AND
MAKES THEM BIGGER

COKE COOLBOX
FASHLAB
FRISCHICKS
BACKSTAGE
KICKS
EINDBAAS

REAL CONTENT
BUILT CONTACT
AND CONNECTION
QUALITY DIFFERENCES
GDPR & USAGE RIGHTS

TIPS, TRICKS,
COMPLIMENTS AND
WHAT SUCKED
ARE WELCOME AT
INSTAGRAM
@FRESH_BRIDGE
STORIES

Fresh State of Social 2019

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Similar to Fresh State of Social 2019

Similar to Fresh State of Social 2019 (20)

Recently uploaded

Recently uploaded (20)

Fresh State of Social 2019