age of the microinfluencer: part 1. how social media breeds the new influencers
DESCRIPTION
Control has shifted from the brand owners. And marketing agencies are not cutting it anymore. The world is different and the influencers are different. One crucial change has happened. Marketing has evolved- from linear to exponential. This presentation outlines the concept of the new influencers and the new influence paradigmTRANSCRIPT
crowddive.commicroinfluencer.com
The�age�of�the
Micro-Influencer (TM)
Part 1 of 3
CrowdDIvereturn�on��engagement™
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"Realize�that�everything connects�to�everything�else."
- Leonardo�DaVinciLeonardo�DaVinciLeonardo�DaVinciLeonardo�DaVinci
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Control�has�shifted�out of�brands�
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Advertising�campaigns,�celebrity�endorsers�and�crafted�testimonials
are�not�cutting�it�anymore
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that perception and influencecannot�be�controlled�anymore
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iswell�established by�now
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The�CEO�is�only�7th�most credible�source�of�information�on�their�own
brands
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and�advertising�influences�just�
20% of�viewers
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with�all�the�celebrities,�clout�and�media�dollars.
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We�piggyback�on symbolic�influencers
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huh?
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Here�they�are
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Larger�than�life�icon Tough�condom�Guy�Phone�using�heartthrob
Catch-all appealTarget�emotions�and aspirations
advertising�hopes�for�a�Personality�rub-off effect
The�umbrella�influencers
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Audrey�Hepburn�in�a�herbal�tea�ad�in�Shanghai
SocialTechnologies.com
NBA�Star�Yao�Ming�in�a�Converse�billboard�in�
Shanghai
The rainbow�influencers
Mystery�appealLess�‘connect’ more�aspiration
advertising�“pot�of�gold” make�believe�
crowddive.commicroinfluencer.com SocialTechnologies.com
The sun�shine�influencers
Expert�appeal“Toothpaste�must�be�good�because�the�
person�playing�dentist in�the�ad�says�so”
advertising�hopes�to�bask�in�their�glory
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…we�piggyback�on symbolic�influencers
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but�the�ride�just�got�rough
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Expert�Expert�Expert�Expert�MediaMediaMediaMedia54%54%54%54%
ConsumersConsumersConsumersConsumers
26%26%26%26%
Brand�Brand�Brand�Brand�ownersownersownersowners20%20%20%20%
Source: Google/Forrester 2007
Source�of�search�results�of�top�20�brands
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so�we�dump�more�dollars.
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Ad�Influence
Linear�brand�communication=�dump�more�dollars
Media�reach
Quick�erosion
Vacuum
Dump�More�$$$
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…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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The�question�then�is
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Who�is
impacting�decisions and�
exerting�the�new�influence?
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The�answer�is
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In�Part�2�of�this�presentation
CrowdDIvereturn�on��engagement™
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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
– You�can�contact�them�at�[email protected]
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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����������������������