The rise of the micro influencer. This is the presentation backing the Keynote talk I gave at Takumi for Social Media Week

1. IAN IRVING

2. MICRO
VS.
MACRO

3. THEPHYSICALANDDIGITAL BATTLE
FORCONSUMERSRAGESON.
CONSUMERBEHAVIOURISCHANGING
SOFASTANDSOOFTENTHATBRANDS
ANDAGENCIESSTRUGGLETOKEEP
UP.

4. WELIVEINATIME
WHENEVERYONE
WANTSTO
BEDESIRED.

5. WELIVEINATIMEWHENEVERYONE
WANTSTOBEINFLUENCEDANDTOBEAN
INFLUENCER.

6. BUT…THESWEETSPOTFOR
INFLUENCERMARKETINGIS
NOTCOVETINGANEXPENSIVE
CELEBRITYENDORSEMENT.
(THISISVERYMUCHOLD
SCHOOL90S,00’SMARKETING)

7. CONSUMERS ARE
SMART THEY SEE
THROUGH THOSE
VEILED BRAND
ENDORSEMENTS BY
CELEBRITIES.

8. POWER TO THE PEOPLE
THE RISE AND RISE
AND RISE OF THE
‘MICRO-INFLUENCER’

9. MICRO-INFLUENCERS ARE NOT TRADITIONAL
CELEBRITIES, BUT RATHER INDIVIDUALS WHO
WORK OR PLAY IN THEIR CATEGORY OR ARE
TRULY KNOWLEDGEABLE.

10. “MICRO-INFLUENCERS GET AN
AVERAGE OF TWO-TO-FIVE TIMES
MORE ORGANIC ENGAGEMENT PER
INSTAGRAM POST, COMPARED TO
THOSE WITH MORE THAN 100,000
FOLLOWERS”

11. THEY ARE PASSIONATE
AND AUTHENTIC, AND ARE
SEEN AS A TRUSTED
SOURCE WHEN IT COMES
TO RECOMMENDATIONS
FOR WHAT TO BUY.

12. SOCIAL MEDIA
INFLUENCERS ARE
THE NEW “MEDIA
MOGULS”

13. THEY ARE ALSO
TALENTED
MARKETERS.

14. COMPAREDTOTRADITIONALINFLUENCERMARKETING…
WORKINGHAND-IN-HANDWITHMICROINFLUENCERSIS
MORELABOUR-INTENSIVE.
HENCETAKUMI.

15. THE CONSUMER IS SHARPER THAN EVER AND
MORE DEMANDING THAN EVER.
CONTEXT IS KING!

16. SOCIAL IS NO LONGER A “ME TOO”
CHANNEL FOR BRANDS, BRANDS CAN NO
LONGER AFFORD THE RISK OF PITHY
CONTENT POSTING.

17. “YOUR BRAND IS NO LONGER
WHAT YOU SAY IT IS, ITS WHAT THE
CONSUMER SAYS IT IS”
YAWN!

18. ARE INFLUENCERS DRIVING AGENCY
CREATIVE?

19. AGENCIES ARE INCREASINGLY BEING
INFLUENCED BY INFLUENCERS…
TESCO #get in my basket”
HEINZ #cupsong

20. PLEASE, PLEASE ASSUME NOTHING!

22. THE MORE THE CONSUMER BAFFLES US
WITH THEIR EVER CHANGING
BEHAVIOURS.
THE MORE IMPORTANT DATA BECOMES.

23. SOCIAL MEDIA NEEDS PURPOSE, SOCIAL
MEDIA DATA IS DRIVING A SEISMIC SHIFT
IN VALUE, AND BRANDS ARE INVESTING
HEAVILY IN DATA LISTENING.

24. INCREASINGLY, DATA IS DRIVING SOCIAL
CAMPAIGNS, CREATIVITY BORN OUT OF
DATA INSIGHT IS GIVING SOCIAL MEDIA
MORE PURPOSE.

25. IF YOU EMBRACE INFLUENCE AND
UNDERSTAND CONSUMER PASSION, ONLY THEN
WILL YOU BE ON THE CORRECT PATH TO
DEEPER AND MORE MEANINGFUL CUSTOMER
RELATIONSHIPS.

27. THANK YOU.