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SOCIAL MEDIA: The power of influencer marketing

John Smith, a 29-year-old junior sales manager, is bustling through Victoria underground on the morning of May 27 in his usual somnambulist-in-hyperdrive mode, when he is stopped dead in his tracks by the presence of a seven-foot, three-dimensional ball. Peering cautiously inside, he finds a seat facing a camera, Big Brother diary room style.

"Go on in," someone prompts him. "Tell us what you would do to make a difference in the world."

Later that day he finds his video on the 'Pass the ball' microsite, and he tweets it to his friends to rate.