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

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

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Marketing has evolved- from linear to exponential.
With the phenomenal opportunities that the digital medium provides and the rise of what is called the Social Media.
In part 2 of this 3 series presentation, we take a sneak peek into the DNA of micro-influence with some original real life examples

Marketing has evolved- from linear to exponential.
With the phenomenal opportunities that the digital medium provides and the rise of what is called the Social Media.
In part 2 of this 3 series presentation, we take a sneak peek into the DNA of micro-influence with some original real life examples

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

  1. 1. The age of the Micro-Influencer (TM) Part 2 of 3 CrowdDIve crowddive.com microinfluencer.com return on engagement™
  2. 2. quot;Realize that everything connects to everything else.quot; - Leonardo DaVinci Continued from part 1 crowddive.com microinfluencer.com
  3. 3. Control has shifted out of brands crowddive.com microinfluencer.com
  4. 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. 5. The question then is crowddive.com microinfluencer.com
  6. 6. Who is impacting decisions and exerting the new influence? crowddive.com microinfluencer.com
  7. 7. The answer is crowddive.com microinfluencer.com
  8. 8. …and the person next door crowddive.com microinfluencer.com
  9. 9. Powered by neo age tools crowddive.com microinfluencer.com
  10. 10. And driven by crowd wisdom crowddive.com microinfluencer.com
  11. 11. …can crowddive.com microinfluencer.com
  12. 12. …create, collaborate and spread crowddive.com microinfluencer.com
  13. 13. … and opinionate, communicate and influence crowddive.com microinfluencer.com
  14. 14. …have crowddive.com microinfluencer.com
  15. 15. micro Influence (TM) crowddive.com microinfluencer.com
  16. 16. opinion style attitudes perceptions activate micro buying awareness Influence (TM) behavior motivate predisposition sentiments actions crowddive.com microinfluencer.com
  17. 17. Think about it crowddive.com microinfluencer.com
  18. 18. Something needs to change… crowddive.com microinfluencer.com
  19. 19. …in the way we communicate with our audience crowddive.com microinfluencer.com
  20. 20. Exponential brand Linear brand communication messaging leveraging the networked Individual’s micro- influence crowddive.com microinfluencer.com
  21. 21. Think about it crowddive.com microinfluencer.com
  22. 22. Hyperlinks subvert hierarchies crowddive.com microinfluencer.com
  23. 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. 24. Think about it crowddive.com microinfluencer.com
  25. 25. Micro- Influence Needs a crack crowddive.com microinfluencer.com
  26. 26. Micro- Influence = fn (Platforms + Conversations + People) crowddive.com microinfluencer.com
  27. 27. Platforms drive Content Content drives conversations Conversations drive people People drive Influence crowddive.com microinfluencer.com
  28. 28. content closeness networks tools guangxi Micro- Influence = fn (Platforms + Conversations + People) degrees of separation betweenness centrality crowddive.com microinfluencer.com
  29. 29. platforms crowddive.com microinfluencer.com
  30. 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. 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. 32. Platforms drive Content drives Conversations crowddive.com microinfluencer.com
  33. 33. And ‘personal’ does not equal ‘brand apathetic’ crowddive.com microinfluencer.com
  34. 34. conversations crowddive.com microinfluencer.com
  35. 35. The spark The backlash Business moving to competitors Backlash continues. Discussion spreads conversations impact predispositions crowddive.com microinfluencer.com
  36. 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. 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. 38. people crowddive.com microinfluencer.com
  39. 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. 40. they create, engage, opinionate and collaborate crowddive.com microinfluencer.com
  41. 41. and extend their virtual circle of influence in the real world crowddive.com microinfluencer.com
  42. 42. in more ways than one crowddive.com microinfluencer.com
  43. 43. Virtual influence facilitates Real life Influence facilitates virtual influence crowddive.com microinfluencer.com
  44. 44. Think about it crowddive.com microinfluencer.com
  45. 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. 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. 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. 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. 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

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