1.
The age of the
Micro-Influencer (TM)
Part 2 of 3
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2.
quot;Realize that everything connects to
everything else.quot;
- Leonardo DaVinci
Continued from part 1
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3.
Control has shifted out of brands
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4.
…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 …
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5.
The question then is
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6.
Who is
impacting decisions and
exerting the new influence?
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7.
The answer is
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8.
…and the person next door
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9.
Powered
by neo age
tools
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10.
And driven by crowd wisdom
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11.
…can
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12.
…create, collaborate and
spread
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13.
… and
opinionate, communicate
and influence
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14.
…have
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15.
micro
Influence (TM)
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16.
opinion
style
attitudes
perceptions
activate
micro buying
awareness
Influence (TM)
behavior motivate
predisposition
sentiments
actions
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17.
Think about it
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18.
Something needs to
change…
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19.
…in the way we
communicate with our
audience
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20.
Exponential brand
Linear brand communication
messaging leveraging the networked
Individual’s micro-
influence
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21.
Think about it
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22.
Hyperlinks subvert
hierarchies
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23.
Direct opportunity Total followers in
to influence 403 153 days 1462
Effective Average follower
Opportunity to adoption per day 9
influence 7,261,500
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24.
Think about it
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25.
Micro- Influence
Needs a crack
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26.
Micro- Influence =
fn (Platforms + Conversations + People)
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27.
Platforms drive
Content
Content drives
conversations
Conversations
drive people
People drive
Influence
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28.
content
closeness
networks tools
guangxi
Micro- Influence =
fn (Platforms + Conversations + People)
degrees of separation
betweenness centrality
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29.
platforms
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30.
Next gen On the move
online
opportunities opportunities to opportunities
to influence
influence
to influence
My network is more powerful
than Google
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31.
Q: So what do they talk
about?
A: Quite likely, about you, your
brands, your company or
your employees.
.
Q: But who is listening to
them?
A: Quite likely, your
stakeholders.
Q: But isn’t this in Britain?
A: Yes. It might be bigger in
your country. Just check.
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32.
Platforms drive Content drives
Conversations
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33.
And ‘personal’
does not equal
‘brand
apathetic’
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34.
conversations
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35.
The
spark
The
backlash
Business
moving to
competitors
Backlash
continues.
Discussion
spreads
conversations impact predispositions
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36.
Reconstructing conversation thread
• Facebook status message: “$50 to change an MX
record. Just to change one line in DNS. What a rip
off. Shame on you X Brand”
• Sparks fly in network : “what a scam”…Backlash
spreads within the network
• References to competitors: “you should
immediately transfer to Y Brand or someone”
(some more references to competitor brands)
• Brand bashing continues. At least 5 actively vocal
people will probably not choose or recommend
this brand
– And each have 100+ people who view this communication
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37.
and this is not just about tech
almost 25% research online before buying a
shampoo
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38.
people
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39.
Weirdo Grammatically
Cam Whore? Or
imitating challenged nerd?
Or serious
video lifestream
Jesus? Or
enthusiast?
tech review
Popular Fashion
podcaster? blogger?
…who do you see?
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40.
they create, engage, opinionate
and collaborate crowddive.com
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41.
and extend their virtual circle of
influence in the real world
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42.
in more ways than one
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43.
Virtual influence facilitates Real
life Influence facilitates virtual
influence
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44.
Think about it
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45.
Part 3 of this presentation
series covers
Reality Check- Do you really have
the influence?
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46.
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
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47.
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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48.
Credits
Photo/source Attribution :
•
http://chasingthestorm.com
–
http://web20asia.com/
–
– http://www.flickr.com/photos/luc/2177675136/sizes/o
– http://www.flickr.com/photos/luc/2177675136/sizes/o/
– http://www.flickr.com/photos/luc/1659321885/sizes/s/in/set-72157605210232207/
– http://www.flickr.com/photos/anniemole/85515856/sizes/m
– http://www.edelman.com/news/showone.asp?id=175
– http://www.flickr.com/photos/roebot/2457396668/
– http://www.onalytica.com/blog/2007/07/measuring-influence-pr-blogs-part-i.html
– http://www.flickr.com/photos/8777152@N05/1462766121/sizes/o/
– http://www.flickr.com/photos/68408985@N00/351767822/sizes/o/
– http://www.flickr.com/photos/joelogon/866701286/sizes/o/
– http://www.flickr.com/photos/fabya9/474617955/sizes/m/in/set-72157600140809035/
– http://ai.arizona.edu/research/bioportal/index.htm
– http://www.orgnet.com/contagion.html
– http://mrjavo.com/how-to-boost-your-blog-by-holding-a-contest/
– North American Technographics- Media and marketing online survey 2008
– Forrester
– Universal McCann 2008
– http://dearjanesample.wordpress.com/2008/05/19/fun-with-brands/
– online.wsj.com/article/SB123144483005365353.html?mod=dist_smartbrief#NOTE
Please let us know if we missed some attributions- we will promptly add
•
“MicroInfluencer” and “Return on engagement” are registered trademarks
•
• This work is licensed under the Creative Commons Attribution-Noncommercial 3.0 Singapore License. To view a copy
of this license, visit http://creativecommons.org/licenses/by-nc/3.0/sg/ or send a letter to Creative Commons, 171
Second Street, Suite 300, San Francisco, California, 94105, USA.
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49.
CrowdDIve
return on engagement™
Conversation
marketing
Your
Digital
brand Engagement
Content
Marketing
Influence
mapping
Social media
RoI & Analytics
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iDare @ crowddive.com
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