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The age of the
            Micro-Influencer                      (TM)



                          Part 2 of 3




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



                 Continued from part 1


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




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



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


                                            crowddive.com
microinfluencer.com
The answer is




                                      crowddive.com
microinfluencer.com
…and the person next door

                                          crowddive.com
microinfluencer.com
Powered
                      by neo age
                         tools




                          crowddive.com
microinfluencer.com
And driven by crowd wisdom
                              crowddive.com
microinfluencer.com
…can

                             crowddive.com
microinfluencer.com
…create, collaborate and
                      spread


                               crowddive.com
microinfluencer.com
… and
        opinionate, communicate
             and influence


                             crowddive.com
microinfluencer.com
…have

                      crowddive.com
microinfluencer.com
micro
                      Influence   (TM)




                                         crowddive.com
microinfluencer.com
opinion
                          style
                                             attitudes
      perceptions

                      activate
                         micro                 buying
      awareness

                        Influence    (TM)




 behavior               motivate

                                   predisposition
          sentiments
                                            actions
                                                 crowddive.com
microinfluencer.com
Think about it



                                       crowddive.com
microinfluencer.com
Something needs to
            change…


                        crowddive.com
microinfluencer.com
…in the way we
    communicate with our
         audience

                      crowddive.com
microinfluencer.com
Exponential brand
     Linear brand          communication
      messaging       leveraging the networked
                          Individual’s micro-
                               influence
                                      crowddive.com
microinfluencer.com
Think about it



                                       crowddive.com
microinfluencer.com
Hyperlinks subvert
                      hierarchies




                                    crowddive.com
microinfluencer.com
Direct opportunity     Total followers in
    to influence 403       153 days 1462
        Effective        Average follower
     Opportunity to     adoption per day 9
  influence 7,261,500

                                     crowddive.com
microinfluencer.com
Think about it



                                       crowddive.com
microinfluencer.com
Micro- Influence
                      Needs a crack


                                         crowddive.com
microinfluencer.com
Micro- Influence =
     fn (Platforms + Conversations + People)




                                           crowddive.com
microinfluencer.com
Platforms drive
                           Content

                      Content drives
                      conversations

                      Conversations
                       drive people

                      People drive
                      Influence
                                         crowddive.com
microinfluencer.com
content
                                      closeness
   networks                 tools
                                           guangxi

                      Micro- Influence =
         fn (Platforms + Conversations + People)


             degrees of separation
      betweenness                   centrality
                                             crowddive.com
microinfluencer.com
platforms



                                  crowddive.com
microinfluencer.com
Next gen       On the move
     online
opportunities opportunities to opportunities
                                to influence
                 influence
 to influence


      My network is more powerful
               than Google
                                   crowddive.com
microinfluencer.com
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.
                                           crowddive.com
microinfluencer.com
Platforms drive Content drives
           Conversations
                             crowddive.com
microinfluencer.com
And ‘personal’
                      does not equal
                          ‘brand
                        apathetic’


                               crowddive.com
microinfluencer.com
conversations



                               crowddive.com
microinfluencer.com
The
                               spark

                              The
                              backlash

                         Business
                         moving to
                         competitors




                        Backlash
                        continues.
                        Discussion
                        spreads




        conversations impact predispositions
                                         crowddive.com
microinfluencer.com
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
                                                   crowddive.com
microinfluencer.com
and this is not just about tech
        almost 25% research online before buying a
                                               shampoo
                                                                                                      crowddive.com
microinfluencer.comhttp://online.wsj.com/article/SB123144483005365353.html?mod=dist_smartbrief#NOTE
people



                               crowddive.com
microinfluencer.com
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?
                                                crowddive.com
microinfluencer.com
they create, engage, opinionate
                    and collaborate crowddive.com
microinfluencer.com
and extend their virtual circle of
       influence in the real world
                                crowddive.com
microinfluencer.com
in more ways than one
                               crowddive.com
microinfluencer.com
Virtual influence facilitates Real
      life Influence facilitates virtual
                  influence



                                     crowddive.com
microinfluencer.com
Think about it



                                       crowddive.com
microinfluencer.com
Part 3 of this presentation
                series covers
         Reality Check- Do you really have
                   the influence?


                      CrowdDIve
                        return on engagement™   crowddive.com
microinfluencer.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

                                              crowddive.com
microinfluencer.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
                                                             crowddive.com
microinfluencer.com
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.




                                                                                                     crowddive.com
microinfluencer.com
CrowdDIve
                                                 return on engagement™

                                                       Conversation
                                                        marketing
Your
                                                          Digital
brand                                                  Engagement

                                                          Content
                                                         Marketing

                                                         Influence
                                                          mapping

                                                        Social media

                                                      RoI & Analytics
                                                      crowddive.com
                      iDare @ crowddive.com
microinfluencer.com

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Age Of The Microinfluencer- Part 2. How Social Media breeds the new influencers.

  • 1. The age of the Micro-Influencer (TM) Part 2 of 3 CrowdDIve crowddive.com microinfluencer.com return on engagement™
  • 2. quot;Realize that everything connects to everything else.quot; - Leonardo DaVinci Continued from part 1 crowddive.com microinfluencer.com
  • 3. Control has shifted out of brands crowddive.com microinfluencer.com
  • 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 … crowddive.com microinfluencer.com
  • 5. The question then is crowddive.com microinfluencer.com
  • 6. Who is impacting decisions and exerting the new influence? crowddive.com microinfluencer.com
  • 7. The answer is crowddive.com microinfluencer.com
  • 8. …and the person next door crowddive.com microinfluencer.com
  • 9. Powered by neo age tools crowddive.com microinfluencer.com
  • 10. And driven by crowd wisdom crowddive.com microinfluencer.com
  • 11. …can crowddive.com microinfluencer.com
  • 12. …create, collaborate and spread crowddive.com microinfluencer.com
  • 13. … and opinionate, communicate and influence crowddive.com microinfluencer.com
  • 14. …have crowddive.com microinfluencer.com
  • 15. micro Influence (TM) crowddive.com microinfluencer.com
  • 16. opinion style attitudes perceptions activate micro buying awareness Influence (TM) behavior motivate predisposition sentiments actions crowddive.com microinfluencer.com
  • 17. Think about it crowddive.com microinfluencer.com
  • 18. Something needs to change… crowddive.com microinfluencer.com
  • 19. …in the way we communicate with our audience crowddive.com microinfluencer.com
  • 20. Exponential brand Linear brand communication messaging leveraging the networked Individual’s micro- influence crowddive.com microinfluencer.com
  • 21. Think about it crowddive.com microinfluencer.com
  • 22. Hyperlinks subvert hierarchies crowddive.com microinfluencer.com
  • 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 crowddive.com microinfluencer.com
  • 24. Think about it crowddive.com microinfluencer.com
  • 25. Micro- Influence Needs a crack crowddive.com microinfluencer.com
  • 26. Micro- Influence = fn (Platforms + Conversations + People) crowddive.com microinfluencer.com
  • 27. Platforms drive Content Content drives conversations Conversations drive people People drive Influence crowddive.com microinfluencer.com
  • 28. content closeness networks tools guangxi Micro- Influence = fn (Platforms + Conversations + People) degrees of separation betweenness centrality crowddive.com microinfluencer.com
  • 29. platforms crowddive.com microinfluencer.com
  • 30. Next gen On the move online opportunities opportunities to opportunities to influence influence to influence My network is more powerful than Google crowddive.com microinfluencer.com
  • 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. crowddive.com microinfluencer.com
  • 32. Platforms drive Content drives Conversations crowddive.com microinfluencer.com
  • 33. And ‘personal’ does not equal ‘brand apathetic’ crowddive.com microinfluencer.com
  • 34. conversations crowddive.com microinfluencer.com
  • 35. The spark The backlash Business moving to competitors Backlash continues. Discussion spreads conversations impact predispositions crowddive.com microinfluencer.com
  • 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 crowddive.com microinfluencer.com
  • 37. and this is not just about tech almost 25% research online before buying a shampoo crowddive.com microinfluencer.comhttp://online.wsj.com/article/SB123144483005365353.html?mod=dist_smartbrief#NOTE
  • 38. people crowddive.com microinfluencer.com
  • 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? crowddive.com microinfluencer.com
  • 40. they create, engage, opinionate and collaborate crowddive.com microinfluencer.com
  • 41. and extend their virtual circle of influence in the real world crowddive.com microinfluencer.com
  • 42. in more ways than one crowddive.com microinfluencer.com
  • 43. Virtual influence facilitates Real life Influence facilitates virtual influence crowddive.com microinfluencer.com
  • 44. Think about it crowddive.com microinfluencer.com
  • 45. Part 3 of this presentation series covers Reality Check- Do you really have the influence? CrowdDIve return on engagement™ crowddive.com microinfluencer.com
  • 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 crowddive.com microinfluencer.com
  • 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 crowddive.com microinfluencer.com
  • 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. crowddive.com microinfluencer.com
  • 49. CrowdDIve return on engagement™ Conversation marketing Your Digital brand Engagement Content Marketing Influence mapping Social media RoI & Analytics crowddive.com iDare @ crowddive.com microinfluencer.com