In the golden age of branding, several guests at the party held sway: brand, PR, marketing, external relations (ER), research, and the agencies. On top of that, we had a few occasional attendees, such as consumer affairs, investor relations, and community relations.
Today, in the golden age of consumer empowerment, we have the same party guests, but their sway is being challenged in a very big way by an aggressive, sometimes rude and abrupt new guest at the party: the consumer influencer.
I'm talking about the loudmouths everyone hears and reacts to. These folks really move the needle when it comes consumer generated media creation and spread. They write the power blogs, lead the communities, organize the forums, create the boards, upload the most viewed videos on YouTube, lead mini-revolutions on Facebook, and more.
They may have accrued influence over time or have situational influence (e.g., they were first to try and review the iPhone, hence setting off a broader chain reaction). That influence often spills from the online zone into the offline or vice versa. Indeed, today's uber-influencers are largely platform agnostic, except they tend to have a more quantifiable digital trail of results online. Put another way, if you search their names, you'll find evidence of something they said.
Who manages and converses with these influencers?
Is there a defined person, department, group, or entity within your organisation charged with influencer management? Should there be? Equally important, what are the risks of too many folks going after the same constituency?
Our advice is to engage a partner like shifted pixels to monitor, engage with and report on thesee internet conversations. Engaging a blogger or high profile forum members requires a very different set of techniques than traditional PR. Keen to know more, call us for a quick chat.
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Update: 11 July 2007
Ok so we must confess we have been caught out for copy pasting (see comments) from one of our favourite websites for the majority of this blog post. They say imitation is the sincerest form of flattery, and whilst that is true, if your gunna
We were in the wrong, and we definitely were not practicing what we preach. Sorry readers...
Thanks Richard (http://richardstacy.wordpress.com ), sorry bud, sometimes we just get so excited with the ideas out there we cant help but publish them, and its very easy to want to own that idea for yourself.
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Wednesday, June 20, 2007
Every single day, someone, somewhere is discussing something important to your business; your brand, your executives, your competitors, your industry.
Labels: branding , communities , internet , Marketing , online , pr , reputation , social networking
Posted by Nick HaC @ 11:36 PM
Social Media Monitoring
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Our friend Trevor Cook, a well known blogger and PR guru, has released a fantastic online guide to Social Media.The online communities, technologies and practices that people use to share news, opinions, insights, experiences, and perspectives. wiki's , twitter, myspace , facebook aswell as "traditional" social media - blogs, rss , podcasts and more.Check it out - Guide to Social Media
Labels: Blog , communities , consumer , mark , Marketing , online , pr , reputation , social networking , web 2.0
Posted by Nick HaC @ 11:46 AM
Social Media Monitoring
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Saturday, June 9, 2007
The Cluetrain Manifesto Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. People recognize each other as such from the sound of this voice. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. The Cluetrain Manifesto , we strongly suggest taking a read of it. This declaration was made in 1999, and is widely regarded as the definition of the new post industrialist era that that we are currently exploring.
Labels: behaviour , communities , consumer , internet
Posted by Nick HaC @ 12:59 AM
Social Media Monitoring
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Monday, June 4, 2007
Its been interesting to see the new breed of communities and publishing tools coming out in true web 2.0 style.Twitter, http://www.twitter.com Tumblr , http://www.tumblr.comVirb , http://www.virb.com/Groovr , http://www.groovr.com/inhabited by many early adopters, high profile bloggers and those who are influencers of influencers .entrepreneurs and tech leaders are posting insights from every moment of their daily lives including:Dave Weinberg - Founder Scripting.comAdam Curry - Founder, Podcasting .comRobert Scoble - Ex Microsoft Chief Blogging OfficerFrank Arrigo - Microsoft Evangelist and Community guruJason Calacanis - Founder Weblogs Inc & CTO at AOLJohn Furrier - CEO/Host of PodTech .netMicheal Arrington - Founder of TechCrunch Rafe Needleman - Chief Editor Business 2.0 MagazineMark Jones - IT Editor, Australian Financial ReviewAswell as Real World Influencers Barack Obama David Brent :)
Labels: communities , internet , pr , social networking , web 2.0
Posted by Nick HaC @ 10:11 PM
Social Media Monitoring
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Tuesday, May 29, 2007
1. Trigger Emotions 2. Sharing is caring 3. Connecting all the way 4. Access, Access and Access The easy it is to gain access to your viral marketing campaign the more effective the results will become. Never require users to register, signup or do anything before they can view your campaign. The attention span of your audience is already short, you don’t want to waste the opportunity of getting you message through by losing people through churn.5. Advertisements is boring No-one is interested in watching ads, the best viral campaigns have a story and idea behind it. Nobody wants to read, watch or listen to someone brag about their product. Some of the best campaigns are a story and the product can be easily substituted with any product.So there you have it, the top 5 ways of improving the effectiveness of you viral campaign. Make sure if you ever want to spend lots of money on marketing ventures you consider the possibilities of a much wiser viral marketing campaign.sales@shiftedpixels.com.au .
Labels: behaviour , communities , Marketing , social networking , video
Posted by Nick HaC @ 12:28 PM
Social Media Monitoring
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