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A Trend Product by Matte Black
 

Issue No. 13              
— November 2015

The InflUence
ISsue

 
 
Digital trend publication
blending a mix of culture,
insights and data.

A trend product by


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EDITORS LETTER

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Influence. Or, influencer. This word probably had no meaning to the marketing industry more than 3 years ago. Blogger, maybe. But this influencer term is hot right now, and for good reason.


When’s the last time that you were influenced by something? You probably can’t remember because, well, that’s the whole point. We follow and connect with hundreds of incredible people online everyday. They have beautiful content, a massive following and a talent for connecting with an audience that is a rare gift. We know their names, their friends, where they traveled to last week, where they’re going next. They get paid to do this? Sounds like a dream. We trust these people. We know they have good taste. Do we want to be them? Not necessarily, maybe. But we can’t help to live vicariously through them. These are the people who influence us, whether we seek to be influenced or not. 

 
 

“THE KEY TO SUCCESSFUL LEADERSHIP TODAY IS INFLUENCE, NOT AUTHORITY.” —KEN BLANCHARD

 
 

Influencer marketing is quite possibly the most *authentic* form of advertising that has only been made possible by the ease and shareability of what is technology. Social media, if I’m being more specific. So how can brands leverage these individuals? Does it make sense for every brand? Does it pay off?

 

We cover all of these topics and more within The Influence Issue...

 

Enjoy, consume + share.

 

delanie billman

Managing Editor

 
 

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Editor's Letter

 
 

“THE HERD SEEK OUT THE GREAT, NOT FOR THEIR SAKE BUT FOR THEIR INFLUENCE; AND THE GREAT WELCOME THEM OUT OF VANITY OR NEED.”


NAPOLEON BONAPARTE

 
 
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colophon

 
 

Editor-In-Chief  
Chelsea Matthews
@chelseamatthews

 

Managing Editor
Delanie Billman
@delanie___

 

Contributing Editor
Micah Heykoop
@micahheykoop

 

Creative Direction
Nolan Goff
@nolangoff

 

Art Direction + Design
Jesse Ligo
@jesseligo

 

Coordinator
Nicole Best
@nikkbest

CONTRIBUTORS

 

Photography

Sisilia Piring
@sisiliapiring

Paolo Remogna
@freepy

An architect and photographer based in Paris. His love for the city and his art make for a pretty in-credible Instagram feed.


Author to read: I am reading Herman Hesse, one of my favorite teenage authors.

Alcoholic beverage of choice: Aperol spritz with a giant green olive.

Childhood comfort: Not having to do your bed in the morning.

Crimes to commit: Eat a kilogram of chocolate ice cream and not feeling guilty.

Nasty habit: Cleaning the bottom of a chip bag with my finger (I don’t like wasting...)

A night in or night out? A night in forever and some night out in summer.

Cyndi Ramirez
@cyndiramirez

Founder of editorial website, Taste The Style, Co-founder of DAILĒ Skincare, and First Lady of Den Hospitality. When she’s not busy running multiple lifestyle businesses and entertaining guests at events and bar openings, she loves to chow down at NYC’s finest restaurants and spend time with her soon-to-be-hubs, Adam, and their crazy little yorkie, Rocky.


Spirit Animal: Bianca Jagger.

Nasty Habit: I still bite my nails.

A night in or night out? Night out, always.
Last Song played: “People Are Strange” the Echo and the Bunnymen version (Doors cover).

brian-delaney

Brian Delaney
@maxmzd

Designs and develops apps for startups in San Francisco. He also works with his girlfriend, Nichole, as photographer and manager of her street-style fashion blog. Brian geeks out on astronomy and behav-ioral psychology. If the photography or technology thing doesn’t work out, his backup plan is to serve up gourmet sandwiches from a food truck he will call Rid-icuwich.

 

Author to read: Malcolm Gladwell. Nasty Habit: Hot sauce on everything.
Doppleganger: Jake Gyllenhaal. Spirit Animal: Honey Badger. Childhood Comfort: My dog.

Lily Berg
@therealdba

Director of the Management Division for Digital Brand Architects, where she is responsible for creating and implementing digital strategy and managing a portfolio of online talent in the Food, Home, Interior Design, and DIY verticals.

 

Daily Ritual: Ryan Seacrest in the morning... A drive to work wouldn’t be complete without him.

Alcoholic beverage of choice: Dirty Martini with grey goose on the rocks in a tall glass.
Last Song Played: No Surprise here, but I have Adele on repeat. Crimes to commit: In the words of Andy Cohen, I’ll plead the 5th.

 

 

Contents

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Dig into the issue by clicking on the links below!

 

features

1. keeping it real ✱

If you’re thinking about working with influencers for your brand, make sure to do your homework. This piece takes us into how brands can make the most out of influencer partnerships.
 

— Brian Delaney

 

 

2. SO, YOU MANAGE DIGITAL INFLUENCERS

The world of influencers can be a little confusing if you aren’t immersed in it on a day to day basis. We checked in with the Director of one of LA’s most influencer management agencies to ask what brands need to know when working with influencers.
 

— Q&A with Lily Berg

 

 

3. MAINTAINING YOUR PERSONAL BRAND FROM PHOTO TO PHOTO

Cyndi Ramirez is my go-to New York girl who I can rely on to put soul into her work that goes beyond just producing a beautiful photo. 

 

— Cyndi Ramirez

PORTRAIT

5. PAULO REMOGNA

aka @Freepy get to know paris-based photgrapher and architect Paulo Remogna, our first interview with a Parisian influencer.

 
 

OBSERVATIONS

6. COLOR THEORY

7. FOCUS GROUP

Some of our favorite instagrammers dig into the archives of their feeds and see what’s changed with their content.

madex

4. NOW YOU SEE ME

In this month's visual spread, we explore the divided gaze between an influencer and their audience.

 
 
 
 

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Contents


✱ No Login Required

 
I first met Brian in Las Vegas during an influencer trip we were doing for one of our clients. Before I had met him I imagined that he would be the stereotypical “fashion blogger’s boyfriend” who follows his girlfriend around all day, snapping photos of her and carrying her shopping bags. I quickly realized that this wasn’t the case at all.
— Editor's Side Note
 
 

☯ KEEPING IT REAL

                              —BRIAN DELANEY

 

❝AS I PUT THE FINAL EDIT ON A RECENT PHOTO I SHOT OF MY GIRLFRIEND, NICHOLE, A STYLE BLOGGER FROM SAN FRANCISCO, I WONDER HOW QUICKLY THE DRESS SHE IS WEARING IN THE PHOTO WILL SELL OUT. THIS HAPPENS OFTEN. OVER THE PAST 2 YEARS, WITH NO FORMAL EDUCATION IN FASHION, NICHOLE HAS BECOME A TASTEMAKER AND TRENDSETTER. 

 
 

A few minutes after my edit is complete, Nichole posts the photo to Instagram and we know within the first 60 seconds how well the photo will do. The “likes” fly in by the thousand as the comments begin to rain down praise. One girl in the comment mentions her friend be-fore exclaiming, “See, I told you these were in” referring to the front-button mini skirt Nichole is wearing.

 

Going from meetings downtown to happy hour with friends, Nichole’s followers want a peek into her daily wardrobe to find inspiration for their own closet. Her secret weapon to gaining this influence: Authenticity.

 

Before being exposed to the world of fashion influencers, I learned the same concept from a very different industry. I spend my days designing apps and writing code for startups in Silicon Valley. In this world, companies live and die by how well they treat their early customers. Mess this up, and your runway will quickly dissolve. 

 

Spending the time to make each new user feel important will earn that customer’s trust, dollars, and extremely valuable word of mouth, for life.

 

The most successful companies and influencers work hard on maintaining the user’s trust by remaining authentic. For startups, this means listening to customers and treating them with respect.

For fashion influencers, this means consistently showing off products they actually wear and love.

 

Later that day, Nichole puts out another Instagram. This time the photo features a contrived shot of her holding a product and a caption filled with hashtags at the request of the brand sponsor. After posting, the “likes” appear at half the normal rate and the comments barely trickle in, most of which don’t even mention the featured product. Within an hour of posting, Nichole’s follower count, which has been growing exponentially, begins to recede.

 

Taking a queue from the world of startups, we actively track key metrics for Nichole’s social media posts.

This data has revealed trends for creating a successful sponsored social media campaign. The key, again, is authenticity. Finding the right partnership is crucial. Nichole has to believe in the product and have the freedom to show it off when it makes sense. The best campaigns with the highest conversion ratio happen when Nichole subtlety shows off a product multiple times as part of her everyday life.

 

Humans are incredibly perceptive to the smallest inaccuracy in their world. When a brand’s ego invades the authenticity of an influencer’s story, the results can be devastating for the campaign. Letting go of that ego and control, and instead fitting into the influencer’s story, will result in a much greater transfer of power.

 
 
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—Findings

BUSINESS

 

THE FAT JEWISH

The controversial social media star shares his advice for marketing to millennials.

Read more ➭

 

SNAPCHAT SWIPES LEFT ON YAHOO!

Back in July, Snapchat kicked Yahoo! off of it’s Discover platform. Here’s why...
Read more ➭

 

AIRBNB GETS MAJOR AD SLACK

Looks like their intended message wasn’t so well taken by San Francisco residents.

Read more ➭

 
 
 

—FINDINGS

SOCIAL MEDIA

 

#ALLDAYBREAKFAST

McDonalds gets major shade from IHOP and more fast food chains for their #AllDayBreakfast. They say imitation is the sincerest form of flattery... 

Read more ➭

 

STORYTELLING, FOR REAL

This author is releasing her novel over the course of nine months, on Instagram.

Read more

 

QUEEN BEES OF INSTAGRAM

More than 10% of all Instagram users follow each of these five women.

Read more ➭

 
 
 

—FINDINGS

TECHNOLOGY

 

APPLE MUSIC TARGETS ANDROID

With only 6.5M paying subscribers, the music streaming services seeks Android users.

Read more ➭

 

YOUTUBE RED

YouTube launches a $9.99 monthly subscription service for ad-free videos. Drama ensues. 
Read more ➭

 

GENERATIONAL SHIFT

Mobile is changing workflow for the better.

Read more ➭

 
 
 

—FINDINGS

CULTURE

 

THE END OF AN ERA

Pop-culture's favorite adult magazine drops nudity because, the internet.

Read more ➭

 

BRATZ DOLLS MADE ICONIC.

An artist fixed Bratz dolls to resemble iconic women, removing the intense makeup and overdone looks for more realistic female resemblances. 
Read more ➭

 

TIME'S MOST INFLUENTIAL

These 30 teens are the leading force of impact and influence.

Read more ➭

 
 
 

—FINDINGS

design

 

YOUR INTERNET HISTORY AS A NEWSPAPER

This could be totally awesome or frightening.

Read more ➭

 

Add some color to your life

British Vogue debuts the coloring book of every adult's dreams.
Read more ➭

 

Evolution of esquire

How the publication got it's name and logo.

Read more ➭

 
 
 
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"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."

— Maya Angelou

 
 
 
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