Social Media Influencers and 3rd Party Endorsement
GUEST: Zoe Virtue, Head of Group Social at DDB Group
In this episode of CRUNCH, we unlock a few secrets of the world of influencers and content-creators and explore the power of third-party endorsement. This time-tested PR strategy has undergone a contemporary evolution over the past decade or so, and our panel of experts provide a few tips.
Our guest, Zoe Virtue, Head of Group Social at DDB Group in New Zealand, has a wealth of experience working with influencers and content creators. Joining her are HMC Managing Director Heather Claycomb and Digital PR Content Co-ordinator Jamie Batters.
In this episode, we unravel the evolving landscape of third-party endorsement and its pivotal role in the influencer era. Learn how influencers are reshaping PR dynamics and discover the invaluable lessons PR professionals can glean from the strategies employed through this strategy. From building authentic connections to leveraging online communities, our panel dissects the nuances of influencer PR, providing insights that can elevate your next PR strategy.
Even if the jury is out for you and you haven't used influencers before, this podcast delves into how influencers can teach PR professionals the art of mastering third-party endorsement.
Zoe Virtue
HEAD OF DDB GROUP SOCIAL
Zoe Virtue, Head of Group Social at DDB Group in New Zealand, has a wealth of experience working with influencers and content creators.
Zoe started her journey in the marketing industry producing content for the comms channels of Prime Minister John Key, Ministers and National MPs. Her design, photography and digital experience evolved at New Zealand Trade and Enterprise (NZTE) as a Design Consultant, and eventually Channel Consultant where she contributed to their internal, social media and external digital marketing.
Zoe then moved on to join the Air New Zealand Global Brand team as a Social Media Specialist, leading to an eventual jump into agency side at Sugar&Partners as Digital & Social Media Account Manager across the agencies Australasian companies. After two years with Sugar&Partners she moved to OMD in Auckland to lead the McDonald's account as Senior Social Account Director in the Fuse Special business unit.
Heather Claycomb
HMC DIRECTOR
Heather Claycomb founded HMC in May 2004 driven by her passion to tell a great story and support Waikato businesses in making a difference. In 2019, her business evolved into a social enterprise which now donates its profits to her family charity, All Good Ventures.
Passionate about the PR industry, Heather has been involved in the PR Institute of NZ (PRINZ) in a regional leadership and governance capacity since 2013. She was elected to the position of Board Chair in May 2022.
Heather leads the team to help clients with crisis and issues management and has developed PR strategies and crisis response related to a wide range of subjects.
When she's not at work or volunteering, she's at her bach in the Coromandel, on the tennis court or golf course.
Jamie Batters
CONTENT COORDINATOR
Jamie Batters is HMC’s Digital PR Content Coordinator. She works alongside our Senior Account Managers to develop exciting content for a range of client platforms.
Having completed her Bachelor of Communication majoring in Digital Marketing, Jamie brings a thoughtful and confident approach to the digital landscape.
Driven by a love for storytelling with purpose, her strengths lie in optimising tech platforms to share content that make people feel connected.