Age Of The Microinfluencer- Part 2. How Social Media breeds the new influencers.
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Age Of The Microinfluencer- Part 2. How Social Media breeds the new influencers.

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Marketing has evolved- from linear to exponential. ...

Marketing has evolved- from linear to exponential.
With the phenomenal opportunities that the digital medium provides and the rise of what is called the Social Media.
In part 2 of this 3 series presentation, we take a sneak peek into the DNA of micro-influence with some original real life examples

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Age Of The Microinfluencer- Part 2. How Social Media breeds the new influencers. Age Of The Microinfluencer- Part 2. How Social Media breeds the new influencers. Presentation Transcript

  • The age of the Micro-Influencer (TM) Part 2 of 3 CrowdDIve crowddive.com microinfluencer.com return on engagement™
  • quot;Realize that everything connects to everything else.quot; - Leonardo DaVinci Continued from part 1 crowddive.com microinfluencer.com
  • Control has shifted out of brands crowddive.com microinfluencer.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 … crowddive.com microinfluencer.com
  • The question then is crowddive.com microinfluencer.com
  • Who is impacting decisions and exerting the new influence? crowddive.com microinfluencer.com
  • The answer is crowddive.com microinfluencer.com
  • …and the person next door crowddive.com microinfluencer.com
  • Powered by neo age tools crowddive.com microinfluencer.com
  • And driven by crowd wisdom crowddive.com microinfluencer.com
  • …can crowddive.com microinfluencer.com
  • …create, collaborate and spread crowddive.com microinfluencer.com
  • … and opinionate, communicate and influence crowddive.com microinfluencer.com
  • …have crowddive.com microinfluencer.com
  • micro Influence (TM) crowddive.com microinfluencer.com
  • opinion style attitudes perceptions activate micro buying awareness Influence (TM) behavior motivate predisposition sentiments actions crowddive.com microinfluencer.com
  • Think about it crowddive.com microinfluencer.com
  • Something needs to change… crowddive.com microinfluencer.com
  • …in the way we communicate with our audience crowddive.com microinfluencer.com
  • Exponential brand Linear brand communication messaging leveraging the networked Individual’s micro- influence crowddive.com microinfluencer.com
  • Think about it crowddive.com microinfluencer.com
  • Hyperlinks subvert hierarchies crowddive.com microinfluencer.com
  • Direct opportunity Total followers in to influence 403 153 days 1462 Effective Average follower Opportunity to adoption per day 9 influence 7,261,500 crowddive.com microinfluencer.com
  • Think about it crowddive.com microinfluencer.com
  • Micro- Influence Needs a crack crowddive.com microinfluencer.com
  • Micro- Influence = fn (Platforms + Conversations + People) crowddive.com microinfluencer.com
  • Platforms drive Content Content drives conversations Conversations drive people People drive Influence crowddive.com microinfluencer.com
  • content closeness networks tools guangxi Micro- Influence = fn (Platforms + Conversations + People) degrees of separation betweenness centrality crowddive.com microinfluencer.com
  • platforms crowddive.com microinfluencer.com
  • Next gen On the move online opportunities opportunities to opportunities to influence influence to influence My network is more powerful than Google crowddive.com microinfluencer.com
  • Q: So what do they talk about? A: Quite likely, about you, your brands, your company or your employees. . Q: But who is listening to them? A: Quite likely, your stakeholders. Q: But isn’t this in Britain? A: Yes. It might be bigger in your country. Just check. crowddive.com microinfluencer.com
  • Platforms drive Content drives Conversations crowddive.com microinfluencer.com
  • And ‘personal’ does not equal ‘brand apathetic’ crowddive.com microinfluencer.com
  • conversations crowddive.com microinfluencer.com
  • The spark The backlash Business moving to competitors Backlash continues. Discussion spreads conversations impact predispositions crowddive.com microinfluencer.com
  • Reconstructing conversation thread • Facebook status message: “$50 to change an MX record. Just to change one line in DNS. What a rip off. Shame on you X Brand” • Sparks fly in network : “what a scam”…Backlash spreads within the network • References to competitors: “you should immediately transfer to Y Brand or someone” (some more references to competitor brands) • Brand bashing continues. At least 5 actively vocal people will probably not choose or recommend this brand – And each have 100+ people who view this communication crowddive.com microinfluencer.com
  • and this is not just about tech almost 25% research online before buying a shampoo crowddive.com microinfluencer.comhttp://online.wsj.com/article/SB123144483005365353.html?mod=dist_smartbrief#NOTE
  • people crowddive.com microinfluencer.com
  • Weirdo Grammatically Cam Whore? Or imitating challenged nerd? Or serious video lifestream Jesus? Or enthusiast? tech review Popular Fashion podcaster? blogger? …who do you see? crowddive.com microinfluencer.com
  • they create, engage, opinionate and collaborate crowddive.com microinfluencer.com
  • and extend their virtual circle of influence in the real world crowddive.com microinfluencer.com
  • in more ways than one crowddive.com microinfluencer.com
  • Virtual influence facilitates Real life Influence facilitates virtual influence crowddive.com microinfluencer.com
  • Think about it crowddive.com microinfluencer.com
  • Part 3 of this presentation series covers Reality Check- Do you really have the influence? CrowdDIve return on engagement™ crowddive.com microinfluencer.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 crowddive.com microinfluencer.com
  • 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 crowddive.com microinfluencer.com
  • Credits Photo/source Attribution : • http://chasingthestorm.com – http://web20asia.com/ – – http://www.flickr.com/photos/luc/2177675136/sizes/o – http://www.flickr.com/photos/luc/2177675136/sizes/o/ – http://www.flickr.com/photos/luc/1659321885/sizes/s/in/set-72157605210232207/ – http://www.flickr.com/photos/anniemole/85515856/sizes/m – http://www.edelman.com/news/showone.asp?id=175 – http://www.flickr.com/photos/roebot/2457396668/ – http://www.onalytica.com/blog/2007/07/measuring-influence-pr-blogs-part-i.html – http://www.flickr.com/photos/8777152@N05/1462766121/sizes/o/ – http://www.flickr.com/photos/68408985@N00/351767822/sizes/o/ – http://www.flickr.com/photos/joelogon/866701286/sizes/o/ – http://www.flickr.com/photos/fabya9/474617955/sizes/m/in/set-72157600140809035/ – http://ai.arizona.edu/research/bioportal/index.htm – http://www.orgnet.com/contagion.html – http://mrjavo.com/how-to-boost-your-blog-by-holding-a-contest/ – North American Technographics- Media and marketing online survey 2008 – Forrester – Universal McCann 2008 – http://dearjanesample.wordpress.com/2008/05/19/fun-with-brands/ – online.wsj.com/article/SB123144483005365353.html?mod=dist_smartbrief#NOTE Please let us know if we missed some attributions- we will promptly add • “MicroInfluencer” and “Return on engagement” are registered trademarks • • This work is licensed under the Creative Commons Attribution-Noncommercial 3.0 Singapore License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc/3.0/sg/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. crowddive.com microinfluencer.com
  • CrowdDIve return on engagement™ Conversation marketing Your Digital brand Engagement Content Marketing Influence mapping Social media RoI & Analytics crowddive.com iDare @ crowddive.com microinfluencer.com