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.
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 are more 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
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
25. But it’s not really 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
third wave 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 Kamangar could have said:
…and whatever their preferred channel is
28. 3 trends which directly 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
30. Interface
Preferred channel of expression 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 of new digital
influencers
Unique Mono-
transmedia topic
daily teller expert
Revenge of
real life
influencers
32. A unique positioning
A daily emission of
contents which Unique
develop this unique transmedia
positioning daily teller
A recognition of the
talent by real people
first
37. • Digitalization of
classic real life
influencers
Revenge of
• Diverse real life
crossmedia influencers
strategies
38. Lolo Jones
http://www.runlolorun.com/
A US track & field champion
Central place: Twitter. A way to
improve her relationship with
fans & PR
Thousands viewers and followers
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 storytelling to
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 open world 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