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Some cookies are placed by third party services that appear on our pages. Back to the ProcureCon Marketing presentation from Oliver Yonchev of Social Chain, the rapidly growing Manchester-headquartered “global social media marketing agency”.

Part 1 is here. The fascinating firm uses networks of social media based “influencers”, who lead communities that drive attention and interest in brands, events and so on.

One major online clothes retailer used hundreds of “influencers” (mainly young women) for a particular promotion and found one (not even remotely famous) influencer who generated over £70,000 of sales through her network over a couple of weeks in a week or two, just by featuring on her social media channels the new range of clothes in articles, pictures etc. Red Bull is another great example of a brand that has built its success on the back of experiences, social media and influencers, and spends a huge proportion of their marketing budget in those areas.  As their CMO apparently said, “no-one goes to a website and looks at a video about a drink for 45 mins”.

But they might watch a video about freestyle skiing or cliff diving, sponsored by Red Bull and promoted by influencers. Red Bull “owns” extreme sports, as Yonchev put it, and “supports individuals to do what they love doing”. Read more from…

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