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#OneShow2019: Jonathan Deeb's 'social influencer marketing' judging panel insights
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#Mumbai - a city of frenetic vibrancy & of extreme inequality. One thing is constant, everyone is determined to hustle and make it happen for themselves. Honored to be here to mentor as part of the #OneShow #Mumbai #CreativeBootcamp Thank you @k_swan for navigating us through some seriously interesting streets today.
While he didn’t take part in the main judging experience in the Dominican Republic, and won’t be attending Creative Week as he has too much on the go at the moment, in terms of ‘work to make, pitches to win’, Jonathan Deeb - chief creative officer of FCB Africa - did assess the social influencer marketing category of the One Show Awards remotely, as an online judge.
He says One Club’s Creative Week 2019 looks like a really inspiring line-up of workshops and talks – he knows what he’s talking about, having been a mentor for Creative Bootcamp Mumbai 2018, and a speaker for the One Club’s recent ZeeMelt Marketing conference in India last year.
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Excited to be able to speak at the #ZeeMelt Marketing conference in #Mumbai - #TheRealWakanda - and share some of my views on #FightingToBeFluentInAuthenticity - representing the powerful work of our awesome agency @fcbjoburg - Thank you @theoneclubforcreativity for the opportunity
Here, Deeb shares insights into this year’s One Show judging experience as well as what to expect from The One Club for Creativity’s Creative Week 2019…
This year I judged "social influencer marketing”.
These days, a good measure of how creative or iconic an idea is, is if you admire it so much that you would share it on your social media timelines.Conversations started by brands that consumers actively and excitedly engage with.
The first part of World Wide Worx's Arthur Goldstuck's SA social media landscape presentation he shared with us at Marketing Mix's Social Media Landscape Briefing 2019 last week...
Juanita Pienaar 24 Oct 2018
I was excited to be judging this modern category that relies on harnessing the power of creativity to activate people to participate, to want to be a part of the conversation or help drive a cause.
It’s really powerful when you see a brand becoming a catalyst to allowing people to express their own views to become part of the greater story.
The local influencer industry is unique, and we need to define what we view as the different categories of influencers right here at home...
Anne Dolinschek 1 Apr 2019
This is marketing of the “right now” and I loved analysing every one of the entries!
Some years back, successfully utilising an influencer as part of a social campaign for a brand, often looked very different. It might merely have involved finding an influencer whose personal brand and values align with the brand, an influencer with a decent social reach.
The chosen influencer would “broadcast” post or share information about the brand they were being paid to promote, and voila… the association was sufficient to be successful.
When Marian Salzman, one of the world's top trendspotters, invited me to discuss all things social marketing trend-related over coffee at the end of 2018, I jumped at the chance. This is the first of three overviews of our talking points...
Leigh Andrews 15 Jan 2019
Luckily for everyone, this type of meaningless association is not the case today. My personal guide was to look for entries where:
- The brand storytelling was incredibly compelling; and
- That story could not have been told without the influencer playing a major role in bringing the story to life.
This year, we saw an incredibly high standard of entries. Multiple judging rounds were used, to ensure that the top work sifted to the top and was acknowledged.
This category had entries from across vastly different brands and industries, some with huge budgets and well-known influencers and others with tiny budgets and “influencers” that might not be traditionally classified as such – on account of not even being on social media!
Rirhandzu Shingwenyana from Sadmon lists ways in which nano, micro (mid-tiers) and macro influencer (mega influencers) are most effective and efficient when it comes to ROI...
Rirhandzu Shengwenyana 11 Apr 2019
We continue to see good social cause marketing playing a big role.
Brands using their power and sponsorship to influence positive social awareness and change in the world. It was equally refreshing to see powerful and entertaining storytelling utilised by brands to achieve their objectives, without having to pull on any moral or social compass.
Viral Nation agency wins Influencer Marketing Award for "Best Large Influencer Marketing Agency" globally for 2019...
28 Mar 2019
Results in terms of likes and views are less and less of a focus in these sorts of cases today, with more emphasis on the power of the social campaign to be truly noticed by breaking into the mainstream media.
We are also seeing more of a shift towards utilisation of multiple, lesser known influencers that form strong, genre-based communities than relying on the celebrity status influencer of old. This allows for wider social community engagement.
Two talented members of FCB Joburg's Graduate Programme have won a rigorous internal evaluation process and will be flying to Michigan State University in the US to attend the Minds Wide Open workshop...
FCB Africa 31 Aug 2017
Really interesting insights into who really holds the marketing influence today. Fingers crossed for all our finalists!
Finalists of this year's One Show Awards have been revealed with South African work featuring strongly across the board...
11 Apr 2019
Keep an eye on our One Show Awards special section, where roving reporter Ann Nurock will be sharing insights and interviews on all her One Show Creative Week experiences. Also be sure to follow Nurock as well as the SA Creative Circle, Bizcommunity and The One Club for Creativity on Twitter for the latest updates.
The One Club for Creativity, a nonprofit celebrating global excellence in advertising and design, has revealed the full schedule of events for Creative Week 2019, set to take place in New York from 6 to 10 May...
25 Apr 2019