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

crowddive.commicroinfluencer.com

The�age�of�the

Micro-Influencer (TM)

Part 1 of 3

CrowdDIvereturn�on��engagement™


"Realize�that�everything connects�to�everything�else."

- Leonardo�DaVinciLeonardo�DaVinciLeonardo�DaVinciLeonardo�DaVinci


Control�has�shifted�out of�brands�


Advertising�campaigns,�celebrity�endorsers�and�crafted�testimonials

are�not�cutting�it�anymore


that perception and influencecannot�be�controlled�anymore


iswell�established by�now


The�CEO�is�only�7th�most credible�source�of�information�on�their�own

brands


and�advertising�influences�just�

20% of�viewers


with�all�the�celebrities,�clout�and�media�dollars.


We�piggyback�on symbolic�influencers


huh?


Here�they�are


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


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


…we�piggyback�on symbolic�influencers


but�the�ride�just�got�rough


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


so�we�dump�more�dollars.


Ad�Influence

Linear�brand�communication=�dump�more�dollars

Media�reach

Quick�erosion

Vacuum

Dump�More�$$$


…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 …


The�question�then�is


Who�is

impacting�decisions and�

exerting�the�new�influence?


The�answer�is


In�Part�2�of�this�presentation

CrowdDIvereturn�on��engagement™


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]


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��

[email protected]

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

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