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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
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crowddive.commicroinfluencer.com
The�age�of�the
Micro-Influencer (TM)
Part 2 of 3
CrowdDIvereturn�on��engagement™
crowddive.commicroinfluencer.com
"Realize�that�everything connects�to�everything�else."
- Leonardo�DaVinciLeonardo�DaVinciLeonardo�DaVinciLeonardo�DaVinci
Continued�from�part�1�
crowddive.commicroinfluencer.com
Control�has�shifted�out of�brands�
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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?
crowddive.commicroinfluencer.com
The�answer�is
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…and�the�person�next�door
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Powered�by�neo�age�
tools
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And�driven�by�crowd�wisdom
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…can
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…create,�collaborate�and�
spread
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… and�opinionate,�communicate�
and�influence
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…have�
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microInfluence�(TM)
crowddive.commicroinfluencer.com
microInfluence (TM)
perceptions attitudes
behavior
predispositionsentiments
buying
style
awareness
actions
opinion
motivate
activate
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Think�about�it
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Something�needs�to�change…
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…in�the�way�we�communicate with�our�
audience
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Linear�brand�messaging
Exponential�brand�communication�
leveraging�the�networked�Individual’s�micro-
influence
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Think�about�it
crowddive.commicroinfluencer.com
Hyperlinks subvert�hierarchies
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Direct�opportunity�to�influence�403
Effective�Opportunity�to�
influence�7,261,500
Total�followers�in�153�days�1462
Average�follower�adoption�per�day 9
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Think�about�it
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Micro- Influence
Needs�a�crack
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Micro- Influence�=fn�(Platforms�+ Conversations�+�People)
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Platforms�drive�Content
Content�drives�
conversations
Conversations�
drive�people
People�drive
Influence
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Micro- Influence�=fn�(Platforms�+ Conversations�+�People)
closenesstools
degrees�of�separation
betweenness
guangxi
content
centrality
networks
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platforms
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My�network�is�more�powerfulthan�Google
onlineopportunities�to�influence
Next�genopportunities�to�
influence
On�the�moveopportunitiesto�influence
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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.
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Platforms�drive�Content drives�Conversations
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And�‘personal’does�not�equal�
‘brand�apathetic’
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conversations
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conversations�impact�predispositions�
The�backlash
Business�moving�to�competitors
Backlash�continues.�Discussion�spreads
The�spark
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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
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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
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people
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…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?
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they�create,�engage,�opinionate�and�collaborate
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and�extend�their�virtual�circle�of�influence in�the�real�world
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in�more�ways�than�one
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Virtual�influence facilitates�Real�life�Influence�facilitates virtual�
influence
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Think�about�it
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Part�3 of�this�presentation�series�covers
CrowdDIvereturn�on��engagement™
Reality�Check- Do�you�really have�the�influence?
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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����������������������
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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.
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Conversation�marketing
Digital�Engagement
Content�Marketing�
Influencemapping
Social�media
RoI�&�Analytics
return�on�engagement™CrowdDIve
Your�brand
iDare�@�crowddive.com