The New Digital Influencers

The NewDigitalInfluencers

Laurent Francois Social media@lilzeon and digital strategistLaurentFrancois Owner of French Ideas Agency in Londonlaurent@french-ideas.com Fashion blogger Co-creator of Hit- Bag.com Art is long

Good ideas are more and morecomplicated to spread in ourdigital ecosystem. As toolsallow an easy access to publicsphere, they paradoxicallyalso shape stronger bordersand boundaries

More people, morecompetition, less visibility

“My job has been,over the years, toremove barriersthat are preventingpeople from joiningFacebook”Naomi Gleit

But thanks to new digital stakeholders,some ideas avoid the risk to be like shipsin the night.

Digitalinfluencersmatter asmarketsvalue oursocialactivities« my useris rich »

Digital Anyone who has theinfluencer: ability to generate change among one or a short more people through a definition digital action

A bit of history(hum hum)

From the 60s to the early2000s, people were trying tomake networks influential

But for the last 20 years,billions of new small hubs ofinfluence rose and becameeven more important thanthe networks themselves

Iconic bloggersstarted tobecomeworldwideinfluencersSome of themimplementedstrong networks

Very few of these star-bloggers survived; very fewnew star-bloggers emerged

1The day blogging became less attractive

SEOQualityFrequency of publishing WorkloadEditingCommenting © David Armano HatersMonitoringIdeation Fatigue Lack of ideasPleasureSocial design New channelsBenchmarkingPositioningYour other jobYour “real” life

2The day Tweeting became mainstream

Twitter business is the broadcastFans management industry Sharing placeEvent engagementExperience footprintSocial advertising Live eventsEmotions Access to verticalCrew linking influencersLive sharing (TV/stars…) SocialAlerting hubEscaping your job Random ChatDaily telling FSTR

3The day visual expression became socialexpression at all

ListsInspirationsHow toAbstractionism Mind browsingMicro feelingMacro perspective Easy publishing Reality + SocialComparing perception ExpressionRecommendingBuying Immediate curatingWandering

4The day we’ve decided to permanently logto global social interfaces

IDDigital walletAccessibilityParticipation HarmonizingUsagesFSTR Streaming Interfacing StatuslifeComparing real lifeAskingConfirmingFrictionless Following

But it’s not really a bad news.If Twitter business is thebroadcast industry, well thebroadcast industry businesslies in niche communities –who needs niche contents toshare their voice (uh?)

“We’re entering thethird wave of media.The first wave was thebroadcast networks.The second wave wascable networks. Nowit’s about giving peopleexactly what theywant to watch today” Salar Kamangar, CEO YouTube

And Mr Kamangar could have said:…and whatever their preferred channel is

3 trends which directly impact the way we (are) influence(d) A world of interfaces The New Digital Influencers Niche Broadcast communities world becoming the becoming the main value digital world clusters

WHO ARE THE NEW DIGITALINFLUENCERS?

InterfacePreferred channel of expression Reciprocity Habits Closed/open communities Transformation Anonymous/Identified Free/Paid Social CRM … Niche Temporary/Permanent topic Authority Digital Genesis Relevance influencer Level of expertise Underground/Mainstream Market maturity .. Broadcast industry Scarcity Pure creation of media Existing media playground Crossmedia/Monomedia Real influencers digitalized A basic map of digital influencers analysis

3 kinds of new digital influencers Unique Mono- transmedia topic daily teller expert Revenge of real life influencers

A unique positioningA daily emission ofcontents which Uniquedevelop this unique transmediapositioning daily tellerA recognition of thetalent by real peoplefirst

Michelle Lara Lin http://thestrangerblog.com A unique fashion positioning: her love affair with a dead man, Albert Camus Every content Michelle publishes is related to this story Thousands of followers daily around this pitch on Instagr.am© Demi Chen

J.R. http://thestrangerblog.com A unique art positioning: making© Mohamed Nanabhay people engage their images for a cause, anywhere on Earth Every content J.R. publishes is related to this positioning. Thousands of followers daily follow J.R. on Instagr.am

A unique topicA core channel ofdiffusion Mono-Other channels are topicempowering the core expertchannelA very verticalapproach

Tiffany Dhttp://www.youtube.com/user/MakeupByTiffanyDA YouTube beauty guru based inAtlantaCentral place: YouTube. Twitter &other networks to support andanswer her communitiesThousands viewers and followers

• Digitalization of classic real life influencers Revenge of• Diverse real life crossmedia influencers strategies

Lolo Joneshttp://www.runlolorun.com/A US track & field championCentral place: Twitter. A way toimprove her relationship withfans & PRThousands viewers and followers

CONSEQUENCES FORDIGITAL INFLUENCERSMAPPING & ENGAGING

#1 From Conversations’ analysis to clusters understandingIt’s no longer enough tohave an overall reportanalyzing conversationsWe now need to betterdefine gravity centers andhow an individual isrecognized by his peers &followers

#2 From storytelling to daily-tellersIt’s not enough to have agood story to tell, it’s betterto know if a public is ready todaily live itSocial Journey Planning isnow more and moreimportant in the earlycreative process, which thenbecomes user-centric

#3 From open world to the revenge of subculturesAs it becomes more and moreeasy to track individuals at amacro level, micro hiddenspheres riseIt’s no longer important totrack real IDs, but it becomesbetter to establish« personae »

#4 From Influencers’ engagement to Social CRM managementAs real influencers are moreand more below the line, it’simportant to implement astrong Social CRM backofficeIt becomes more and morecrucial to identify the rightZero Moment of Truth at amicro-community level

To go further, contact me!

http://socialmediatoday.com	1465
http://wallblog.co.uk	856
http://www.narominded.com	524
http://french-ideas.com	179
http://www.teachthought.com	98
http://www.twylah.com	85
http://blog.websourcing.fr	53
http://danieljoerg.com	29
http://ict-insights.com	18
https://si0.twimg.com	17
http://www.snid.eu	16
http://www.adtelligence.de	13
https://twimg0-a.akamaihd.net	12
http://feeds.feedburner.com	11
http://tweets.adzproz.com	10
http://www.brijj.com	6
http://translate.googleusercontent.com	4
http://core.traackr.com	4
http://www.netvibes.com	4
http://127.0.0.1	3
http://pinterest.com	3
http://us-w1.rockmelt.com	3
http://beta.mural.ly	2
http://tweets.salesresultsllc.com	1
https://twitter.com	1
http://kred.com	1
http://tweetedtimes.com	1
http://es.flavors.me	1
http://us5.mccrowdsource.com	1
http://jobdanielcaicedo.blogspot.com	1
http://tweetree.com	1
http://webcache.googleusercontent.com	1

The New Digital Influencers

by Laurent François on Jul 31, 2012

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