Uploaded byLaurent François
The New Digital Influencers
An introduction to the new digital influencers. As more and more people write that "bloggers are dead" because of a kind of Social Media fatigue, it's important to identify new clusters of influence, following 3 main trends: a world of applications; the rise of cluster communities as the main sources of value; the broadcast industry revival thanks to Social Activation. These new digital influencers lead marketers to think about new tools to better refine a social brand experience. A presentation by Laurent Francois, Managing Director of French Ideas, a digital boutique agency in London.
The New Digital Influencers
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- 2. Laurent Francois Social media @lilzeon and digital strategist LaurentFrancois Owner of French Ideas Agency in London laurent@french-ideas.com Fashion blogger Co-creator of Hit- Bag.com Art is long
- 3. Good ideas aremore and more complicated to spread in our digital ecosystem. As tools allow an easy access to public sphere, they paradoxically also shape stronger borders and boundaries
- 4. More people, more competition, less visibility
- 5. “My job hasbeen, over the years, to remove barriers that are preventing people from joining Facebook” Naomi Gleit
- 6. But thanks tonew digital stakeholders, some ideas avoid the risk to be like ships in the night.
- 7. Digital influencers matter as markets value our social activities «my user is rich »
- 8. Digital Anyone who has the influencer: ability to generate change among one or a short more people through a definition digital action
- 9. A bit of history (hum hum)
- 10. From the 60sto the early 2000s, people were trying to make networks influential
- 11. But for thelast 20 years, billions of new small hubs of influence rose and became even more important than the networks themselves
- 13. Iconic bloggers started to become worldwide influencers Someof them implemented strong networks
- 15. Very few ofthese star- bloggers survived; very few new star-bloggers emerged
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- 17. 1 The day bloggingbecame less attractive
- 18. SEO Quality Frequency of publishing Workload Editing Commenting © David Armano Haters Monitoring Ideation Fatigue Lack of ideas Pleasure Social design New channels Benchmarking Positioning Your other job Your “real” life
- 19. 2 The day Tweetingbecame mainstream
- 20. Twitter business is the broadcast Fans management industry Sharing place Event engagement Experience footprint Social advertising Live events Emotions Access to vertical Crew linking influencers Live sharing (TV/stars…) Social Alerting hub Escaping your job Random Chat Daily telling FSTR
- 21. 3 The day visualexpression became social expression at all
- 22. Lists Inspirations How to Abstractionism Mind browsing Micro feeling Macro perspective Easy publishing Reality + Social Comparing perception Expression Recommending Buying Immediate curating Wandering
- 23. 4 The day we’vedecided to permanently log to global social interfaces
- 24. ID Digital wallet Accessibility Participation Harmonizing Usages FSTR Streaming Interfacing Statuslife Comparing real life Asking Confirming Frictionless Following
- 25. But it’s notreally a bad news. If Twitter business is the broadcast industry, well the broadcast industry business lies in niche communities – who needs niche contents to share their voice (uh?)
- 26. “We’re entering the thirdwave of media. The first wave was the broadcast networks. The second wave was cable networks. Now it’s about giving people exactly what they want to watch today” Salar Kamangar, CEO YouTube
- 27. And Mr Kamangarcould have said: …and whatever their preferred channel is
- 28. 3 trends whichdirectly 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
- 29. WHO ARE THE NEW DIGITAL INFLUENCERS?
- 30. Interface Preferred channel ofexpression 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
- 31. 3 kinds ofnew digital influencers Unique Mono- transmedia topic daily teller expert Revenge of real life influencers
- 32. A unique positioning Adaily emission of contents which Unique develop this unique transmedia positioning daily teller A recognition of the talent by real people first
- 33. 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
- 34. 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
- 35. A unique topic Acore channel of diffusion Mono- Other channels are topic empowering the core expert channel A very vertical approach
- 36. Tiffany D http://www.youtube.com/user/Ma keupByTiffanyD A YouTubebeauty guru based in Atlanta Central place: YouTube. Twitter & other networks to support and answer her communities Thousands viewers and followers
- 37. • Digitalization of classic real life influencers Revenge of • Diverse real life crossmedia influencers strategies
- 38. Lolo Jones http://www.runlolorun.com/ A UStrack & field champion Central place: Twitter. A way to improve her relationship with fans & PR Thousands viewers and followers
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- 40. #1 From Conversations’analysis to clusters understanding It’s no longer enough to have an overall report analyzing conversations We now need to better define gravity centers and how an individual is recognized by his peers & followers
- 41. #2 From storytellingto daily-tellers It’s not enough to have a good story to tell, it’s better to know if a public is ready to daily live it Social Journey Planning is now more and more important in the early creative process, which then becomes user-centric
- 42. #3 From openworld to the revenge of subcultures As it becomes more and more easy to track individuals at a macro level, micro hidden spheres rise It’s no longer important to track real IDs, but it becomes better to establish « personae »
- 43. #4 From Influencers’engagement to Social CRM management As real influencers are more and more below the line, it’s important to implement a strong Social CRM backoffice It becomes more and more crucial to identify the right Zero Moment of Truth at a micro-community level
- 44. To go further,contact me!