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

crowddive.commicroinfluencer.com

The�age�of�the

Micro-Influencer (TM)

Part 2 of 3

CrowdDIvereturn�on��engagement™


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

- Leonardo�DaVinciLeonardo�DaVinciLeonardo�DaVinciLeonardo�DaVinci

Continued�from�part�1�


Control�has�shifted�out of�brands�


…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


…and�the�person�next�door


Powered�by�neo�age�

tools


And�driven�by�crowd�wisdom


…can


…create,�collaborate�and�

spread


… and�opinionate,�communicate�

and�influence


…have�


microInfluence�(TM)


microInfluence (TM)

perceptions attitudes

behavior

predispositionsentiments

buying

style

awareness

actions

opinion

motivate

activate


Think�about�it


Something�needs�to�change…


…in�the�way�we�communicate with�our�

audience


Linear�brand�messaging

Exponential�brand�communication�

leveraging�the�networked�Individual’s�micro-

influence


Think�about�it


Hyperlinks subvert�hierarchies


Direct�opportunity�to�influence�403

Effective�Opportunity�to�

influence�7,261,500

Total�followers�in�153�days�1462

Average�follower�adoption�per�day 9


Think�about�it


Micro- Influence

Needs�a�crack


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


Platforms�drive�Content

Content�drives�

conversations

Conversations�

drive�people

People�drive

Influence


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

closenesstools

degrees�of�separation

betweenness

guangxi

content

centrality

networks


platforms


My�network�is�more�powerfulthan�Google

onlineopportunities�to�influence

Next�genopportunities�to�

influence

On�the�moveopportunitiesto�influence


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.


Platforms�drive�Content drives�Conversations


And�‘personal’does�not�equal�

‘brand�apathetic’


conversations


conversations�impact�predispositions�

The�backlash

Business�moving�to�competitors

Backlash�continues.�Discussion�spreads

The�spark


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


and�this�is�not�just�about�tech

http://online.wsj.com/article/SB123144483005365353.html?mod=dist_smartbrief#NOTE

almost�25% research�online�before�buying�a�

shampoo


people


…who�do�you�see?

Cam�Whore? Or�video�lifestream�enthusiast?

Weirdo�

imitating�Jesus?�Or�

Popular�Fashion�podcaster?

Grammatically�challenged�nerd?�

Or�serious�tech�review�blogger?


they�create,�engage,�opinionate�and�collaborate


and�extend�their�virtual�circle�of�influence in�the�real�world


in�more�ways�than�one


Virtual�influence facilitates�Real�life�Influence�facilitates virtual�

influence


Think�about�it


Part�3 of�this�presentation�series�covers

CrowdDIvereturn�on��engagement™

Reality�Check- Do�you�really have�the�influence?


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]


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.


Conversation�marketing

Digital�Engagement

Content�Marketing�

Influencemapping

Social�media

RoI�&�Analytics

return�on�engagement™CrowdDIve

Your�brand

iDare�@�crowddive.com

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

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