An introduction to the new digital influencers. As more and more people write that "bloggers are dead" because of a kind of Social Media fatigue, it's important to identify new clusters of influence, following 3 main trends: a world of applications; the rise of cluster communities as the main sources of value; the broadcast industry revival thanks to Social Activation. These new digital influencers lead marketers to think about new tools to better refine a social brand experience. A presentation by Laurent Francois, Managing Director of French Ideas, a digital boutique agency in London.

1. The New
Digital
Influencers

2. Laurent Francois
Social media
@lilzeon and digital
strategist
LaurentFrancois Owner of French
Ideas Agency in
London
laurent@french-ideas.com Fashion
blogger
Co-creator of Hit-
Bag.com
Art is long

3. Good ideas are more and more
complicated to spread in our
digital ecosystem. As tools
allow an easy access to public
sphere, they paradoxically
also shape stronger borders
and boundaries

4. More
people,
more
competition,
less
visibility

5. “My job has been,
over the years, to
remove barriers
that are preventing
people from joining
Facebook”
Naomi Gleit

6. But thanks to new digital stakeholders,
some ideas avoid the risk to be like ships
in the night.

7. Digital
influencers
matter as
markets
value our
social
activities
« my user
is rich »

8. Digital Anyone who has the
influencer: ability to generate
change among one or
a short more people through a
definition digital action

9. A bit of
history
(hum hum)

10. From the 60s to the early
2000s, people were trying to
make networks influential

11. But for the last 20 years,
billions of new small hubs of
influence rose and became
even more important than
the networks themselves

13. Iconic bloggers
started to
become
worldwide
influencers
Some of them
implemented
strong networks

15. Very few of these star-
bloggers survived; very few
new star-bloggers emerged

16. WHY?

17. 1
The day blogging became less attractive

18. SEO
Quality
Frequency of publishing
Workload
Editing
Commenting © David Armano
Haters
Monitoring
Ideation Fatigue
Lack of ideas
Pleasure
Social design New channels
Benchmarking
Positioning
Your other job
Your “real” life

19. 2
The day Tweeting became mainstream

20. Twitter
business
is the
broadcast
Fans management industry
Sharing place
Event engagement
Experience footprint
Social advertising Live events
Emotions Access to vertical
Crew linking influencers
Live sharing
(TV/stars…) Social
Alerting hub
Escaping your job Random Chat
Daily telling
FSTR

21. 3
The day visual expression became social
expression at all

22. Lists
Inspirations
How to
Abstractionism Mind browsing
Micro feeling
Macro perspective
Easy publishing Reality + Social
Comparing
perception Expression
Recommending
Buying Immediate curating
Wandering

23. 4
The day we’ve decided to permanently log
to global social interfaces

24. ID
Digital wallet
Accessibility
Participation Harmonizing
Usages
FSTR
Streaming Interfacing Statuslife
Comparing
real life
Asking
Confirming
Frictionless Following

25. But it’s not really a bad news.
If Twitter business is the
broadcast industry, well the
broadcast industry business
lies in niche communities –
who needs niche contents to
share their voice (uh?)

26. “We’re entering the
third wave of media.
The first wave was the
broadcast networks.
The second wave was
cable networks. Now
it’s about giving people
exactly what they
want to watch today”
Salar Kamangar,
CEO YouTube

27. And Mr Kamangar could have said:
…and whatever their preferred channel is

28. 3 trends which directly impact
the way we (are) influence(d)
A world of
interfaces
The New
Digital
Influencers
Niche
Broadcast
communities
world
becoming the
becoming the
main value
digital world
clusters

29. WHO ARE THE
NEW DIGITAL
INFLUENCERS?

30. Interface
Preferred channel of expression Reciprocity
Habits
Closed/open communities
Transformation
Anonymous/Identified
Free/Paid
Social CRM
…
Niche
Temporary/Permanent topic Authority
Digital
Genesis
Relevance
influencer
Level of expertise
Underground/Mainstream
Market maturity
..
Broadcast
industry
Scarcity
Pure creation of media
Existing media playground
Crossmedia/Monomedia
Real influencers digitalized
A basic map of digital influencers analysis

31. 3 kinds of new digital
influencers
Unique Mono-
transmedia topic
daily teller expert
Revenge of
real life
influencers

32. A unique positioning
A daily emission of
contents which Unique
develop this unique transmedia
positioning daily teller
A recognition of the
talent by real people
first

33. Michelle Lara Lin
http://thestrangerblog.com
A unique fashion positioning: her
love affair with a dead man,
Albert Camus
Every content Michelle publishes
is related to this story
Thousands of followers daily
around this pitch on Instagr.am
© Demi Chen

34. J.R.
http://thestrangerblog.com
A unique art positioning: making
© Mohamed Nanabhay
people engage their images for a
cause, anywhere on Earth
Every content J.R. publishes is
related to this positioning.
Thousands of followers daily
follow J.R. on Instagr.am

35. A unique topic
A core channel of
diffusion Mono-
Other channels are topic
empowering the core expert
channel
A very vertical
approach

36. Tiffany D
http://www.youtube.com/user/Ma
keupByTiffanyD
A YouTube beauty guru based in
Atlanta
Central place: YouTube. Twitter &
other networks to support and
answer her communities
Thousands viewers and followers

37. • Digitalization of
classic real life
influencers
Revenge of
• Diverse real life
crossmedia influencers
strategies

38. Lolo Jones
http://www.runlolorun.com/
A US track & field champion
Central place: Twitter. A way to
improve her relationship with
fans & PR
Thousands viewers and followers

39. CONSEQUENCES FOR
DIGITAL INFLUENCERS
MAPPING & ENGAGING

40. #1 From Conversations’ analysis
to clusters understanding
It’s no longer enough to
have an overall report
analyzing conversations
We now need to better
define gravity centers and
how an individual is
recognized by his peers &
followers

41. #2 From storytelling to
daily-tellers
It’s not enough to have a
good story to tell, it’s better
to know if a public is ready to
daily live it
Social Journey Planning is
now more and more
important in the early
creative process, which then
becomes user-centric

42. #3 From open world to the
revenge of subcultures
As it becomes more and more
easy to track individuals at a
macro level, micro hidden
spheres rise
It’s no longer important to
track real IDs, but it becomes
better to establish
« personae »

43. #4 From Influencers’ engagement
to Social CRM management
As real influencers are more
and more below the line, it’s
important to implement a
strong Social CRM backoffice
It becomes more and more
crucial to identify the right
Zero Moment of Truth at a
micro-community level

44. To go further, contact me!