1.
The age of the
Micro-Influencer (TM)
Part 1 of 3
CrowdDIve
microinfluencer.com crowddive.com
return on engagement™

2.
quot;Realize that everything connects to
everything else.quot;
- Leonardo DaVinci
microinfluencer.com crowddive.com

3.
Control has shifted out of brands
microinfluencer.com crowddive.com

4.
Advertising campaigns, celebrity
endorsers and crafted testimonials
are not cutting it anymore
microinfluencer.com crowddive.com

5.
that perception and influence
cannot be controlled anymore
microinfluencer.com crowddive.com

6.
is well established by now
microinfluencer.com crowddive.com

7.
The CEO is only 7th most credible
source of information on their own
brands
microinfluencer.com crowddive.com

8.
and advertising influences just
20% of viewers
microinfluencer.com crowddive.com

9.
with all the celebrities, clout and
media dollars.
microinfluencer.com crowddive.com

10.
We piggyback on symbolic
influencers
microinfluencer.com crowddive.com

11.
huh?
microinfluencer.com crowddive.com

12.
Here they are
microinfluencer.com crowddive.com

13.
Phone using
Larger than life icon Tough condom Guy
heartthrob
The umbrella influencers
Catch-all appeal
Target emotions and aspirations
advertising hopes for a Personality rub-
off effect
microinfluencer.com crowddive.com

14.
NBA Star Yao Ming in a
Audrey Hepburn in a herbal
Converse billboard in
tea ad in Shanghai
Shanghai
rainbow influencers
The
Mystery appeal
Less ‘connect’ more aspiration
advertising “pot of gold” make believe
microinfluencer.com crowddive.com
SocialTechnologies.com

15.
sun shine influencers
The
Expert appeal
“Toothpaste must be good because the
person playing dentist in the ad says so”
advertising hopes to bask in their glory
microinfluencer.com crowddive.com
SocialTechnologies.com

16.
…we piggyback on symbolic
influencers
microinfluencer.com crowddive.com

17.
but the ride just got
rough
microinfluencer.com crowddive.com

18.
Expert
Media
54%
Brand
owners
20%
Consumers
26%
Source of search results of top 20 brands
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Source: Google/Forrester 2007

19.
so we dump more
dollars.
microinfluencer.com crowddive.com

20.
Ad
Influence
Dump More $$$
Media
reach
Quick
erosion
Vacuum
Linear brand communication= dump
more dollars
microinfluencer.com crowddive.com

21.
…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 …
microinfluencer.com crowddive.com

22.
The question then is
microinfluencer.com crowddive.com

23.
Who is
impacting decisions and
exerting the new influence?
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24.
The answer is
microinfluencer.com crowddive.com

25.
In Part 2 of this
presentation
CrowdDIve
return on engagement™
microinfluencer.com crowddive.com

26.
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
microinfluencer.com crowddive.com

27.
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
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