Universal McCanns global research investigating how social media has turned us all into influencers

1. 1
When did we
start trusting September 2008
strangers?
29 countries
17,000 internet users
How the internet turned us all into influencers
© Universal McCann 2008

2. 3
Contents
Introduction
➜ No strangers anymore
Welcome to the new influence
landscape
➜ The rise of social media
➜ Digital friends
➜ Proliferation of influencer channels
The impact
➜ The influence economy
➜ The democratisation of influence
➜ The new super influencers