0
The age of the
            Micro-Influencer                      (TM)



                          Part 2 of 3




       ...
quot;Realize that everything connects to
             everything else.quot;
                      - Leonardo DaVinci



  ...
Control has shifted   out of brands




                                 crowddive.com
microinfluencer.com
…that communication and
                      influence cannot be controlled
                                anymore


… c...
The question then is



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


                               ...
The answer is




                                      crowddive.com
microinfluencer.com
…and the person next door

                                          crowddive.com
microinfluencer.com
Powered
                      by neo age
                         tools




                          crowddive.com
microi...
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
microinfluen...
…have

                      crowddive.com
microinfluencer.com
micro
                      Influence   (TM)




                                         crowddive.com
microinfluencer.com
opinion
                          style
                                             attitudes
      perceptions

        ...
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
                ...
Think about it



                                       crowddive.com
microinfluencer.com
Hyperlinks subvert
                      hierarchies




                                    crowddive.com
microinfluencer...
Direct opportunity     Total followers in
    to influence 403       153 days 1462
        Effective        Average follow...
Think about it



                                       crowddive.com
microinfluencer.com
Micro- Influence
                      Needs a crack


                                         crowddive.com
microinfluen...
Micro- Influence =
     fn (Platforms + Conversations + People)




                                           crowddive.c...
Platforms drive
                           Content

                      Content drives
                      conversatio...
content
                                      closeness
   networks                 tools
                                ...
platforms



                                  crowddive.com
microinfluencer.com
Next gen       On the move
     online
opportunities opportunities to opportunities
                                to inf...
Q: So what do they talk
                      about?
                      A: Quite likely, about you, your
              ...
Platforms drive Content drives
           Conversations
                             crowddive.com
microinfluencer.com
And ‘personal’
                      does not equal
                          ‘brand
                        apathetic’


...
conversations



                               crowddive.com
microinfluencer.com
The
                               spark

                              The
                              backlash

      ...
Reconstructing conversation thread
  • Facebook status message: “$50 to change an MX
    record. Just to change one line i...
and this is not just about tech
        almost 25% research online before buying a
                                       ...
people



                               crowddive.com
microinfluencer.com
Weirdo                                Grammatically
                      Cam Whore? Or
  imitating                       ...
they create, engage, opinionate
                    and collaborate crowddive.com
microinfluencer.com
and extend their virtual circle of
       influence in the real world
                                crowddive.com
microi...
in more ways than one
                               crowddive.com
microinfluencer.com
Virtual influence facilitates Real
      life Influence facilitates virtual
                  influence



               ...
Think about it



                                       crowddive.com
microinfluencer.com
Part 3 of this presentation
                series covers
         Reality Check- Do you really have
                   th...
This presentation series
 • Is in a series format to enhance your experience-
   you would not want a 100 slide presentati...
About CrowdDIve
• CrowdDIve is not just a company
• It is a consortium
   – Of people associated with new media
   – Of bl...
Credits
       Photo/source Attribution :
   •
             http://chasingthestorm.com
         –
             http://web2...
CrowdDIve
                                                 return on engagement™

                                        ...
Upcoming SlideShare
Loading in...5
×

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

945

Published on

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

Published in: Business, Technology
1 Comment
6 Likes
Statistics
Notes
  • An interesting study and great pics. Testing download for the first time :)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
945
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
103
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide

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

  1. 1. The age of the Micro-Influencer (TM) Part 2 of 3 CrowdDIve crowddive.com microinfluencer.com return on engagement™
  2. 2. quot;Realize that everything connects to everything else.quot; - Leonardo DaVinci Continued from part 1 crowddive.com microinfluencer.com
  3. 3. Control has shifted out of brands crowddive.com microinfluencer.com
  4. 4. …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
  5. 5. The question then is crowddive.com microinfluencer.com
  6. 6. Who is impacting decisions and exerting the new influence? crowddive.com microinfluencer.com
  7. 7. The answer is crowddive.com microinfluencer.com
  8. 8. …and the person next door crowddive.com microinfluencer.com
  9. 9. Powered by neo age tools crowddive.com microinfluencer.com
  10. 10. And driven by crowd wisdom crowddive.com microinfluencer.com
  11. 11. …can crowddive.com microinfluencer.com
  12. 12. …create, collaborate and spread crowddive.com microinfluencer.com
  13. 13. … and opinionate, communicate and influence crowddive.com microinfluencer.com
  14. 14. …have crowddive.com microinfluencer.com
  15. 15. micro Influence (TM) crowddive.com microinfluencer.com
  16. 16. opinion style attitudes perceptions activate micro buying awareness Influence (TM) behavior motivate predisposition sentiments actions crowddive.com microinfluencer.com
  17. 17. Think about it crowddive.com microinfluencer.com
  18. 18. Something needs to change… crowddive.com microinfluencer.com
  19. 19. …in the way we communicate with our audience crowddive.com microinfluencer.com
  20. 20. Exponential brand Linear brand communication messaging leveraging the networked Individual’s micro- influence crowddive.com microinfluencer.com
  21. 21. Think about it crowddive.com microinfluencer.com
  22. 22. Hyperlinks subvert hierarchies crowddive.com microinfluencer.com
  23. 23. 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
  24. 24. Think about it crowddive.com microinfluencer.com
  25. 25. Micro- Influence Needs a crack crowddive.com microinfluencer.com
  26. 26. Micro- Influence = fn (Platforms + Conversations + People) crowddive.com microinfluencer.com
  27. 27. Platforms drive Content Content drives conversations Conversations drive people People drive Influence crowddive.com microinfluencer.com
  28. 28. content closeness networks tools guangxi Micro- Influence = fn (Platforms + Conversations + People) degrees of separation betweenness centrality crowddive.com microinfluencer.com
  29. 29. platforms crowddive.com microinfluencer.com
  30. 30. 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
  31. 31. 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
  32. 32. Platforms drive Content drives Conversations crowddive.com microinfluencer.com
  33. 33. And ‘personal’ does not equal ‘brand apathetic’ crowddive.com microinfluencer.com
  34. 34. conversations crowddive.com microinfluencer.com
  35. 35. The spark The backlash Business moving to competitors Backlash continues. Discussion spreads conversations impact predispositions crowddive.com microinfluencer.com
  36. 36. 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
  37. 37. 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
  38. 38. people crowddive.com microinfluencer.com
  39. 39. 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
  40. 40. they create, engage, opinionate and collaborate crowddive.com microinfluencer.com
  41. 41. and extend their virtual circle of influence in the real world crowddive.com microinfluencer.com
  42. 42. in more ways than one crowddive.com microinfluencer.com
  43. 43. Virtual influence facilitates Real life Influence facilitates virtual influence crowddive.com microinfluencer.com
  44. 44. Think about it crowddive.com microinfluencer.com
  45. 45. Part 3 of this presentation series covers Reality Check- Do you really have the influence? CrowdDIve return on engagement™ crowddive.com microinfluencer.com
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×