Masters and Mavericks in Global Marketing: Episode 2 with Jason Barrett
For our second Masters & Mavericks podcast Elliot sat down with Jason Barrett, a social media influencer and strategist, who is the Founder and CEO of Social Talent. Jason explains how brands can connect with audiences in a more authentic manner than through a traditional campaign.
Jason Barrett is a social media influencer and strategist and is the founder and CEO of Social Talent. After almost a decade spent as a business developer in publishing, he entered the social media space in 2006 as a consultant. He joined McCann Worldgroup in 2009 and was later named Head of Digital and Creative Technology at McCann London. Jason has provided expertise on digital and social media to countless brands, connecting influencer talent to some of the world’s most visible brands.
How do you make friends and influence people if you’re a global brand in 2016? That’s just one of the big questions that Jason Barrett and his team at Social Talent tackle when it comes to overcoming social media challenges. In the latest instalment of Masters and Mavericks, Elliot sat down with Jason to discuss why ‘influencer marketing’ is of such importance in social media today
To understand what influencer marketing is, Jason took us back to 2001 when he first became involved in the social space. In that nascent stage of the internet, most conversations around brands existed in either forums or chatrooms. Jason was in publishing and posed this question to himself: “How can we generate conversations around what we are creating, and how would this help us figure out what people wanted?
Fascinated with the potential of social media and the psychology behind captivating people with content, Jason helps connect brands with established influencers – talent with expertise in a range of fields such as travel, cooking or sports and who have built organic audiences around their own content. By leveraging influencers, Jason explains how brands can connect with audiences in a manner that is more authentic than through a traditional campaign.
Listen in as Jason explains how brands can rely on content creators to help them engage both global and hyperlocal audiences. Influencers, because of their closeness to a given culture, are more attuned to the kind of content that their audience digests and, in turn, can create stories that are more authentic in nature.
Listen to our first podcast with Pernod Ricard’s Åsa Caap talking about intrapreneurship, which aired last month, and be on the lookout for the next instalment of Masters and Mavericks due in mid-April with Steph Hamill, Creative Director at Havas Helia. Also, check out an interview with Elliot on TrinityP3 on what transcreation is and why it is important in global social media branding.