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The age of the
              Micro-Influencer                    (TM)



                          Part 1 of 3




                        CrowdDIve
microinfluencer.com                                  crowddive.com
                          return on engagement™
quot;Realize that everything connects to
              everything else.quot;
                      - Leonardo DaVinci




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




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



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




microinfluencer.com                  crowddive.com
is well established by now




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




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




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




microinfluencer.com                    crowddive.com
We piggyback on symbolic
                      influencers



microinfluencer.com                 crowddive.com
huh?


microinfluencer.com          crowddive.com
Here they are



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



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


microinfluencer.com          crowddive.com
Expert
                                                       Media
                                                        54%


         Brand
        owners
          20%
                      Consumers
                         26%




      Source of search results of top 20 brands

microinfluencer.com                                             crowddive.com
                       Source: Google/Forrester 2007
so we dump more
                  dollars.


microinfluencer.com        crowddive.com
Ad
                         Influence




                                             Dump More $$$
                           Media
                           reach
                           Quick
                          erosion
                          Vacuum


     Linear brand communication= dump
                more dollars
microinfluencer.com                  crowddive.com
…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
The question then is



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


microinfluencer.com                           crowddive.com
The answer is




microinfluencer.com                   crowddive.com
In Part 2 of this
                        presentation



                          CrowdDIve
                             return on engagement™
microinfluencer.com                                  crowddive.com
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
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
microinfluencer.com                                            crowddive.com

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Age Of The Microinfluencer: Part 1. How Social Media breeds the new influencers.

  • 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
  • 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 microinfluencer.com crowddive.com 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? 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 microinfluencer.com crowddive.com