Mediaboss Marketing

The Drums social media executive Amy Houston explores the murky world of influencer fraud in the wake of recent BBC Panorama documentary Hunting the Social Media Fraudsters, and assesses the ripple effect it may have on the wider influencer marketing sector.

An investigation by BBC journalist Kafui Okpattah for its Panorama series uncovered a seedy side of social media that may take some users by surprise fraud being touted as a lifestyle. Similarly to fashion or make-up gurus, these online stars brazenly boast flashy lifestyles and materialistic goals with one person even self-identifying as the Kim Kardashian of fraud. The anonymous con artists steal private details and sell them on apps like Snapchat, TikTok and Instagram, with some amassing audiences of up to 150,000 followers. The marketing may be modern, but the crime is old hat.

Influencer partnerships can be extremely profitable, with many brands putting their faith (and ad spend) into the social celebs of today to promote a wide range of products, but do reports such as the Panorama doc harm relationships?

Trust takes time to build and seconds to destroy. Its easy to forget that influencer marketing is still a new industry thats constantly evolving and developing, says Mary Keane-Dawson, group chief executive of Takumi.

The volume of brand-influencer posts on social media has inclined in recent years, but it could be argued that consumer trust has declined. Takumis 2020 research found that 25% of all consumers are more likely to source news updates and opinions from influencers than journalists and established news outlets, but a more recent 2021 survey carried out by Clear Channel and JCDecaux found that 60% of Brits are more likely to trust a brand if its recommended by someone they know, while just one in five say the same for those used by influencers/public figures.

Without trust, influencer content loses its efficacy, with potentially negative knock-on effects for achieving brands marketing objectives. And creator output can even cause reputational damage to brands if they are seen to mislead audiences or act fraudulently, adds Keane-Dawson.

Its the age-old question and one that lawmakers and social networks like to bat to and from each other: whose responsibility is it to protect social media users from being duped? With so many parties involved, there is a growing blame game between the industry trade bodies, government, social media platforms, brands and influencers themselves, Keane-Dawson says.

Earlier this year the UK government introduced the Online Safety Bill, which aims to tackle harmful content online, but some people have voiced concern that it wont address the problem. In the BBC documentary Arun Chauhan, a solicitor specializing in fraud, says he thinks the bill is not fit for purpose in the fight against fraud.

Establishing a trusting relationship is something that takes time and needs to be nurtured. Brands that have close partnerships with their ambassadors will reap the rewards and feel more confident in achieving campaign targets. The measure of true value is finding an influencer who has the right fit with your brand, someone who shares your values, who consumers trust, and who genuinely endorses your product over your competitors, notes Hannah Walley, head of media and digital, Kantar.

Within the influencer marketing sector, many organizations make the mistake of working with online personalities that have the most followers but, at its core, social medias heart lies in the community. Stories like these can be damaging to trust in the industry, Keane-Dawson says. Thats why its so important that all parties involved take a strong stance against it and unite in fighting it. Doing so can help contribute toward repairing and recovering any damaged trust.

Earlier this year the Advertising Standards Authority (ASA) named and shamed prominent influencers on a new non-disclosure website whose content had breached rules regarding promotional posts. The Influencer Marketing Report found that there was a disappointing overall rate of compliance with rules regarding paid-for ads.

Regarding the new site, ASA chief executive Guy Parker said: We prefer to work with influencers and brands to help them stick to the rules, but the first influencers to be named on this list have been given every opportunity to treat people fairly about their ads. Its not difficult: be upfront and clear when posts and Stories are ads. If this doesnt bring about the changes we expect, we wont hesitate to consider further sanctions.

In essence, trust means a firm belief in the reliability, truth or ability of whatever or whoever you place it in. Shocking revelations, such as the ones featured in the Panorama doc, will quite rightly cast a negative light on the industry, but I believe it is a wake-up call for brands to invest more care and time into having established and well thought-out campaigns based on ethics and community.

You can catch up with previous The Drum Social articles here, and remember to use #TheDrumSocial to join in the conversation online.

Continue reading here:
What happens to confidence in influencer marketing when fraud goes viral? - The Drum

As part of its ongoing effort to improve Stories interaction, Instagram is making a change to the way that external links are shared within Stories frames, with the current 'Swipe up' links to be removed from the process entirely, and replaced by its new 'Link'sticker option instead.

Instagram has confirmed to SMT that all users who can currently access the swipe-up link for Stories will be able to access the new link sticker, with swipe-up links to Stories going away from the end of this month.

As per the prompt (shared by social media expert Matt Navarra), those who can currently access swipe-up links will revert to the link sticker instead, which Instagram says provides a range of benefits:

The update could well be an improvement. For one, it will enable more prominent placement of links within your Stories frames, which could give you more ways to entice click-throughs, and put more focus on driving that action within your Story.

Right now,the 'Swipe-up for more' prompt is displayed right down the bottom of the screen, so maybe, by adding a Link sticker, which you can place wherever you like on top of your visual, that'll give creators more presentation options to help drive traffic, by featuring them more prominently within the frame (you can see this in the top example above).

Then again, the swipe-up prompt has become habitual, so it may take some time to change user behaviors around link sharing in Stories. Still, it seems like a potential opportunity, and initial results of Instagram's testing must have shown a positive response, at least to some degree.

The next question, then, is whether the new Stories link option will eventually be made available to all users, or if link stickers will remain limited to verified profiles and/or those with more than 10k followers, as per the current 'Swipe-up'option.

Back in June, then Instagram Head of Product Vishal Shah told The Verge that link stickers for all users was the eventual goal, enabling more functionality within the Stories process.

That's the sort of future system we would like to get to, and thats what we hope to roll out, if were able to make this work.

But it's not going that far just yet.

With this new roll-out, Instagram says that integrity and safety will be a key focus, and it'll be keeping a watchful eyeover the links that people share via the option, in order to ensure that it doesn't become another surface for spreading misinformation and spam.

Because of this,Instagram will need to introduce link stickers in stages, but it is assessing whether to expand link access to more accounts in the future.

So, a new way to share links in Stories, which, really, had been on the cards for a while. Will that help you drive more referral traffic from your Stories efforts?

It certainly opens up a lot of new doors for your Stories approach.

Time to start experimenting with optimal link sticker placement.

More here:
Instagram is Removing Swipe-Up Links for Stories, Replacing the Function with Link Stickers - Social Media Today

Breadcrumb Trail Links

Social media gives food consumers direct access to producers

Author of the article:

According to Sylvain Charlebois, one of the most important changes in the food supply network is social media.

Consumers finally have a voice and theyre using it, he said. Theyre talking a lot about food and where to buy it.

In the past, the food relationship was a push from manufacturer to grocer and then to consumer.

Now its a pull in the other direction. And this, in essence, is putting tremendous pressure on the food industry in Canada.

Charlebois says its democratizing the supply chain and its giving everyone a chance to establish direct relationships between producers and consumers. A

Big-name producers like PepsiCo, Kraft Heinz, Gordon Food Services, and Sysco to name but a few are now selling directly to consumers.

This shift in the relationship is also introducing food choices that didnt exist before, and thats because small or specialized producers couldnt access the market. Charlebois, who consults with food startup companies, says, You will now see more and more small specialized producers connecting online with consumers and offering them a wider range of products.

Stuart McNish invited food specialist Sylvain Charlebois of Dalhousie University to join him for a Conversation That Matters, Food For Thought episode, about the dramatic changes underway in food production and supply thanks to consumer empowerment.

Please become a Patreon subscriber and support the production of this program, with a $1 pledge here.

Excerpt from:
Conversations That Matter: How social media has upended food marketing - Vancouver Sun

LAS VEGAS, Aug. 4, 2021 /PRNewswire/ --TheDrop.com is the largest online streetwear marketplace in the U.S. - synchronizing 300+ brands and retail boutiques to give consumers access to exclusive access when a Brand or Boutique drops a new collab or entirecollection, it hits TheDrop.comwithin10 seconds.

The Drop focuses its marketing and merchandising on the 60-100 new apparel and sneaker drops hitting their site every day. TheDrop.com is excited to welcome its first premier athlete to their NIL Athlete Ambassador Program - Brenden Rice, the star Wide Receiver for the University of Colorado and son of NFL legendary Hall of Famer, Jerry Rice. TheDrop.com selected him for his passion for football and his entrepreneurial interest in building his own personal brand.

TheDrop.com is one of the first Fashion/Streetwear companies to complete an endorsement deal with an NCAA athlete, following the landmark June 29th US Supreme Court ruling that permits college athletes to earn income from their Names Images and Likenesses (NIL).

"Success is not inherited, it is earned. It is an exciting time for us as young athletes. I am grateful to partner with TheDrop.com as my first endorsement deal as a NCAA athlete." said Rice "My passion for streetwear combined with mentoring from the leadership team at TheDrop.com on the strategic use of social marketing and the role analytics plays to understand my fan base is invaluable. I look forward to supporting so many diverse creators and designers to strengthen their brands."

"Having Brenden Rice join us as our first NIL endorsement partnership is groundbreaking," said Matt Falcinelli, CEO and co-founder of TheDrop.com. " We are excited to welcome him to TheDrop.com Family and to be able to give him the opportunity to further build his personal brand while benefiting financially, all while rocking the hottest Streetwear brands in the market today."

TheDrop.com recognizes that ALL young athletes and parents give up a lot to compete; and the past practice of limiting athletes at any level from benefiting from their investment is an outdated way of thinking. Other young people in the entertainment field are utilizing social media to benefit financially and there is no reason to exclude athletes.

TheDrop.com - NIL Athlete Ambassador Program

The Drop's Give Back

Athlete Ambassador Program https://thedrop.com/nil-athlete-ambassador-program

Media Conatct Michael Glovaski Glo [emailprotected]- Ph - 917 -213-4473

SOURCE The Drop

See more here:
TheDrop.com Announces First NIL Endorsement Deal with Brenden Rice, a Star Wide Receiver at the University of Colorado - PRNewswire

Text Size:A- A+

Mumbai (Maharashtra) [India], August 7 (ANI/PNN): Indian Oil Corporation (IOC), in league with Humsafar India and Okara Fuelogics, has started providing doorstep delivery of diesel in Mumbai with their state-of-the-art app FUEL HUMSAFAR.

Humsafar is an app-based Doorstep Diesel Delivery Service Provider providing Doorstep Diesel Delivery Services to farmers, housing societies, hotels, hospitals, malls, construction sites, industries, banquets, and other bulk diesel buyers. OkaraFuelogics is a newly formed company by Okara Group a leading transport and logistics company. Together the two companies aim to launch doorstep diesel delivery services in various cities of Maharashtra, including Mumbai, Pune, Nagpur, Thane, Nashik, Aurangabad, Navi Mumbai, Solapur, and many other cities of the state.

The main aim of launching this service in Mumbai, Navi Mumbai, Thane, Wadala, JNPT, Panvel and Bhiwandi is to ease the lives of the end consumers without the hassles of diesel procurement. The government approved the doorstep diesel delivery system and is the new age concept of effective distribution of diesel. It allows fuel start-ups to maintain quality and create the availability of fuel for the consumers. The system will hugely benefit the agricultural sector, hospitals, housing societies, heavy machinery facilities, mobile towers and much more, said Mr. Rajesh Singh, chief General Manager Maharashtra State office, Indian Oil Corporation.

Earlier, the efficient energy distribution infrastructure was lacking. The bulk consumers of the diesel had to procure it from retail outlets in barrels which used to cause a lot of spillages and dead mileage in every procurement. The introduction of doorstep diesel delivery will solve many such problems, and it will provide diesel to bulk consumers in the most legal manner, said Mr Singh.

Under the strategic partnership, Humsafar has received an order of 100 automated mobile fuel dispensing bowsers for Okara Fuelogics for Diesel Delivery. As part of their strategic alliance, Humsafar will be providing technical and digital support to the new venture. Okara Fuelogics will provide doorstep diesel delivery services to farmers, housing societies, hotels, hospitals, malls, construction sites, industries, banquets, and other bulk diesel buyers in various major cities of Maharashtra.

The Okara Group, founded by Ramandeep Singh and Meharban Singh, has a vast transportation and logistics network throughout North and West India. Under their new venture, OkaraFuelogics Pvt. Ltd, the company is all set to offer doorstep diesel delivery services starting with the state of Maharashtra.

Speaking about this, Zoravar Singh, Director and Co-founder of OkaraFuelogics, said, Okara Group has now launched OkaraFuelogics Pvt. Ltd.

With this, we have diversified and made our much-awaited entry into petroleum retailing. The newly launched company would bring the advantage of Okara Groups understanding of diesel refuelling from an entirely different perspective of a consumer.

It will immediately help tap into their large customer base using diesel for static equipment and heavy machinery. The partnership also envisions providing doorstep delivery service of diesel in major cities of Maharashtra, to begin with.

Besides fabricating automated and geofenced enabled bowsers for Okara, Humsafar will also provide its social marketing services. OkaraFuelogics will use the Fuel Humsafar app for its orders. Humsafars Tech Platform will enable access to services like capturing diesel orders, tracking bowser movements, billing, payments, delivery acknowledgements and so on.

Adding further, Ramandeep Singh, Director, Okara Group, said, The management team comes with more than two decades of experience in the field of transportation, safe storage, handling of cargo, emergencies, and SOS situations. Both Humsafar and Okara are exploring more areas of cooperation, including diversifying into the recently opened CNG Door Delivery and other innovative solutions to help bring fuel to various market segments.

Incidentally, this synergy between Humsafar and Okara group marks the first joint entry of big-ticket and well-established entities into the growing sector of diesel door delivery. It also augurs well for getting significant investments into the Ministry of Petroleum and Natural Gas (MOP & NG), Government of India initiative. As we advance, we also plan on expanding our services to Karnataka and Gujarat.

Sanya Goel, Director, and Co-founder, Humsafar, said, Our alliance with Okara Group aims to provide doorstep diesel delivery services in Maharashtra and help entities like housing societies, industries as well as malls, with a regular supply of diesel. It saves customers the hassle of transporting large amounts of diesel from petrol stations to their desired location. This would also cut down the unsafe practices of transporting fuel and will help ensure a highly secure mode of transport by Humsafar dependable delivery dispensers.

Humsafars solution allows users to place orders on the Fuel Humsafar app and choose the desired quantity and delivery location. Once the order is placed through the app, Humsafars PESO (Petroleum and Explosives Safety Organisation) approved bowser will carry fuel to the pre-set destination. The 3000-litre and 6000-litre capacity delivery trucks come with a mobile fuel dispenser for easy transfer of diesel.

Moreover, the truck, enabled with geofencing technology, helps keep the bowser locked until it reaches its set location. It is also equipped with fire extinguishers for additional security and safety cones to restrict the delivery area. Diesel is delivered at the days running price, including taxes applicable in the state.

Humsafar is currently serviceable in NCR, including Noida, Delhi, Haryana (Samalkha, Bapali, Israna and Madlauda, Karnal, Sonipat, Hisar, Ambala, Rohtak, Bahadurgarh, Faridabad, Rewari, and Gurugram), Rajasthan, Gujarat, Punjab, Uttarakhand, Kanpur, Allahabad, and Ghaziabad.

Fuel Humsafar is a Brand of M/S Samridhi Highway Solution, a leading Delhi-based Start-up in the recently opened Diesel Door Delivery Sector with a presence in all central states in the country. The start-up has fabricated more than 300 Diesel Door Delivery bowsers, with the bulk being supplied in the year 2020-21.

It also has a well-established app Fuel Humsafar, used by all its partner vendors and has brought the state-of-the-art tech platform in the market. It is also hand-holding 85+ Fuelents and assisting new players in entering the market. The company registered a turnover of INR 16 crore in 2020-21 and is poised to expand exponentially in the current year.

Okara Roadways (Regd.) is one of the leading Transport and Logistics providers, having its extensive Transport network of 600 Trucks across the country, focusing in the Northern and Western parts of the country. For almost three decades, the group has excelled in transportation, safe storage, timely delivery, consistency, perfect handling of cargo, emergencies and SOS situations keeping HSSE (Health Safety Security and Environment) in mind.

This story is provided by PNN. ANI will not be responsible in any way for the content of this article. (ANI/PNN)

This story is auto-generated from a syndicated feed. ThePrint holds no responsibility for its content.

Subscribe to our channels on YouTube & Telegram

Why news media is in crisis & How you can fix it

India needs free, fair, non-hyphenated and questioning journalism even more as it faces multiple crises.

But the news media is in a crisis of its own. There have been brutal layoffs and pay-cuts. The best of journalism is shrinking, yielding to crude prime-time spectacle.

ThePrint has the finest young reporters, columnists and editors working for it. Sustaining journalism of this quality needs smart and thinking people like you to pay for it. Whether you live in India or overseas, you can do it here.

Support Our Journalism

Read the original here:
Indian Oil launches app-based door step diesel service in Mumbai in league with Okara Fuelogics and Humsafar India - ThePrint