The age of the
Micro-Influencer (TM)
Part 1 of 3
CrowdDIve
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return on engagement™

\"Realize that everything connects to
everything else.\"
- Leonardo DaVinci
microinfluencer.com crowddive.com

Control has shifted out of brands
microinfluencer.com crowddive.com

Advertising campaigns, celebrity
endorsers and crafted testimonials
are not cutting it anymore
microinfluencer.com crowddive.com

that perception and influence
cannot be controlled anymore
microinfluencer.com crowddive.com

is well established by now
microinfluencer.com crowddive.com

The CEO is only 7th most credible
source of information on their own
brands
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and advertising influences just
20% of viewers
microinfluencer.com crowddive.com

with all the celebrities, clout and
media dollars.
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We piggyback on symbolic
influencers
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huh?
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Here they are
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Phone using
Larger than life icon Tough condom Guy
heartthrob
The umbrella influencers
Catch-all appeal
Target emotions and aspirations
advertising hopes for a Personality rub-
off effect
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NBA Star Yao Ming in a
Audrey Hepburn in a herbal
Converse billboard in
tea ad in Shanghai
Shanghai
rainbow influencers
The
Mystery appeal
Less ‘connect’ more aspiration
advertising “pot of gold” make believe
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SocialTechnologies.com

sun shine influencers
The
Expert appeal
“Toothpaste must be good because the
person playing dentist in the ad says so”
advertising hopes to bask in their glory
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SocialTechnologies.com

…we piggyback on symbolic
influencers
microinfluencer.com crowddive.com

but the ride just got
rough
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Expert
Media
54%
Brand
owners
20%
Consumers
26%
Source of search results of top 20 brands
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Source: Google/Forrester 2007

so we dump more
dollars.
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Ad
Influence
Dump More $$$
Media
reach
Quick
erosion
Vacuum
Linear brand communication= dump
more dollars
microinfluencer.com crowddive.com

…that communication and
influence cannot be controlled
anymore
… control has shifted out of brands.
… their advertising campaigns, celebrity
endorsers and crafted testimonials are
not cutting it anymore …
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The question then is
microinfluencer.com crowddive.com

Who is
impacting decisions and
exerting the new influence?
microinfluencer.com crowddive.com

The answer is
microinfluencer.com crowddive.com

In Part 2 of this
presentation
CrowdDIve
return on engagement™
microinfluencer.com crowddive.com

This presentation series
• Is in a series format to enhance your
experience- you would not want a 100 slide
presentation at a stretch would you?
• Has real life examples from photos uploaded online
or real conversations online
• Though this is made for web and the fonts are
large, suggested viewing in full screen
• Is created and distributed by CrowdDive.com
dare@crowddive.com
– You can contact them at idare
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About CrowdDIve
• CrowdDIve is not just a company
• It is a consortium
– Of people associated with new media
– Of bloggers, communities, forums and collaborative platforms
– Of developers, web artists, content creators, marketers and people
• The consortium and CrowdDIve work together for the first
time to bring a relevant and cutting edge solution for brands
• If you are any of the above OR a brand that wants to use the
new collaborative web or just wondering what the f87k is this
all about, e-mail us
dare@crowddive.com
idare
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