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The age of the
              Micro-Influencer                    (TM)



                          Part 1 of 3




       ...
quot;Realize that everything connects to
              everything else.quot;
                      - Leonardo DaVinci




...
Control has shifted   out of brands




microinfluencer.com               crowddive.com
Advertising campaigns, celebrity
  endorsers and crafted testimonials
       are not cutting it anymore



microinfluencer...
that perception and influence
            cannot be controlled anymore




microinfluencer.com                  crowddive....
is well established by now




microinfluencer.com                crowddive.com
The CEO is only 7th most credible
   source of information on their own
                  brands




microinfluencer.com  ...
and advertising influences just
                      20% of viewers




microinfluencer.com                    crowddive....
with all the celebrities, clout and
                      media dollars.




microinfluencer.com                    crowdd...
We piggyback on symbolic
                      influencers



microinfluencer.com                 crowddive.com
huh?


microinfluencer.com          crowddive.com
Here they are



microinfluencer.com                   crowddive.com
Phone using
Larger than life icon Tough condom Guy
                                         heartthrob
 The umbrella      ...
NBA Star Yao Ming in a
 Audrey Hepburn in a herbal
                                                   Converse billboard i...
sun shine influencers
   The

                      Expert appeal
      “Toothpaste must be good because the
     person p...
…we piggyback on symbolic
                      influencers



microinfluencer.com                 crowddive.com
but the ride just got
                 rough


microinfluencer.com          crowddive.com
Expert
                                                       Media
                                                      ...
so we dump more
                  dollars.


microinfluencer.com        crowddive.com
Ad
                         Influence




                                             Dump More $$$
                     ...
…that communication and
                      influence cannot be controlled
                                anymore


 … ...
The question then is



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


microinfluencer.com        ...
The answer is




microinfluencer.com                   crowddive.com
In Part 2 of this
                        presentation



                          CrowdDIve
                            ...
This presentation series
  • Is in a series format to enhance your
    experience- you would not want a 100 slide
    pres...
About CrowdDIve
• CrowdDIve is not just a company
• It is a consortium
    – Of people associated with new media
    – Of ...
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Age Of The Microinfluencer: Part 1. How Social Media breeds the new influencers.

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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 paradigm

Publicado en: Empresariales, Tecnología
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Age Of The Microinfluencer: Part 1. How Social Media breeds the new influencers.

  1. 1. The age of the Micro-Influencer (TM) Part 1 of 3 CrowdDIve microinfluencer.com crowddive.com return on engagement™
  2. 2. quot;Realize that everything connects to everything else.quot; - Leonardo DaVinci microinfluencer.com crowddive.com
  3. 3. Control has shifted out of brands microinfluencer.com crowddive.com
  4. 4. Advertising campaigns, celebrity endorsers and crafted testimonials are not cutting it anymore microinfluencer.com crowddive.com
  5. 5. that perception and influence cannot be controlled anymore microinfluencer.com crowddive.com
  6. 6. is well established by now microinfluencer.com crowddive.com
  7. 7. The CEO is only 7th most credible source of information on their own brands microinfluencer.com crowddive.com
  8. 8. and advertising influences just 20% of viewers microinfluencer.com crowddive.com
  9. 9. with all the celebrities, clout and media dollars. microinfluencer.com crowddive.com
  10. 10. We piggyback on symbolic influencers microinfluencer.com crowddive.com
  11. 11. huh? microinfluencer.com crowddive.com
  12. 12. Here they are microinfluencer.com crowddive.com
  13. 13. Phone using Larger than life icon Tough condom Guy heartthrob The umbrella influencers Catch-all appeal Target emotions and aspirations advertising hopes for a Personality rub- off effect microinfluencer.com crowddive.com
  14. 14. NBA Star Yao Ming in a Audrey Hepburn in a herbal Converse billboard in tea ad in Shanghai Shanghai rainbow influencers The Mystery appeal Less ‘connect’ more aspiration advertising “pot of gold” make believe microinfluencer.com crowddive.com SocialTechnologies.com
  15. 15. sun shine influencers The Expert appeal “Toothpaste must be good because the person playing dentist in the ad says so” advertising hopes to bask in their glory microinfluencer.com crowddive.com SocialTechnologies.com
  16. 16. …we piggyback on symbolic influencers microinfluencer.com crowddive.com
  17. 17. but the ride just got rough microinfluencer.com crowddive.com
  18. 18. Expert Media 54% Brand owners 20% Consumers 26% Source of search results of top 20 brands microinfluencer.com crowddive.com Source: Google/Forrester 2007
  19. 19. so we dump more dollars. microinfluencer.com crowddive.com
  20. 20. Ad Influence Dump More $$$ Media reach Quick erosion Vacuum Linear brand communication= dump more dollars microinfluencer.com crowddive.com
  21. 21. …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 … microinfluencer.com crowddive.com
  22. 22. The question then is microinfluencer.com crowddive.com
  23. 23. Who is impacting decisions and exerting the new influence? microinfluencer.com crowddive.com
  24. 24. The answer is microinfluencer.com crowddive.com
  25. 25. In Part 2 of this presentation CrowdDIve return on engagement™ microinfluencer.com crowddive.com
  26. 26. 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 microinfluencer.com crowddive.com
  27. 27. 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 microinfluencer.com crowddive.com

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