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

The age of the
Micro-Influencer (TM)

Part 1 of 3

CrowdDIve
microinfluencer.com crowddive.com
return on engagement™

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


Control has shifted out of brands


Advertising campaigns, celebrity
endorsers and crafted testimonials
are not cutting it anymore


that perception and influence
cannot be controlled anymore


is well 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


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

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
SocialTechnologies.com

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
SocialTechnologies.com

…we piggyback on symbolic
influencers


but the ride just got
rough


Expert
Media
54%

Brand
owners
20%
Consumers
26%

Source of search results of top 20 brands

Source: Google/Forrester 2007

so we dump more
dollars.


Ad
Influence

Dump More $$$
Media
reach
Quick
erosion
Vacuum

Linear brand communication= dump
more dollars

…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

CrowdDIve
return 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
dare@crowddive.com
– You can contact them at idare


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

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

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