It’s about people, not platforms.
With the digital world going social and consumers sharing through media everyday of their lives. Peer influence is having a greater affect on purchasing decisions than any other traditional form of marketing. Today's digital consumers are excited about doing the marketing themselves if the product is strong and price friendly. The rapid increase of social and microblogging technologies such MySpace, Facebook and Twitter have given consumers voices that are; relevant and googleable; interactive as well as personal.
Social voice - 65 million tweets posted each day.
That's a lot of influence. One in 10 adults uses social networks to share information about products they like. Want to buy a car? Connected consumers will tell 20 people on average about their purchase. More than 20% of car recommendations by influencers are followed. It took Apple only one month to sell a million iPads. Facebook has grown from 150 million users to almost 500 million users in 15 months. Social media sites are the fastest-growing categories on the web - doubling traffic over the last year.
Social media influencers - sharing with the masses.
Advertisers effectively use influencers, trendsetters to evolve and spread brand conversations. The rapid emergence of multiple social platforms and behaviors makes any effort incomplete, unless it defines a key influencer or network. Key influencers in some fields have significant influence on brands and purchasing decisions on social platforms. Their presence provides brand value and as well as drive sales. Key influencers usually have their own blogs, huge Twitter followings and rarely know their audiences personally. Example, Ashton Kutcher has 4.6 million twitter followers.
Social growth - user experience redefined.
Advertisers are now including social features into advertisements - when and where appropriate. And the range of possibilities is as broad as the social media platform itself. Content, creativity, interactivity and user experience design strategies have been redefined to deliver more innovative social experiences. Some examples:
The Pepsi Refresh Project (PRP). This is a 2010 initiative by PepsiCo to award $20 million in grants to individuals, businesses and non-profits that promote a new idea that has a positive impact on their community, state, or the nation.
http://www.refresheverything.com/
We're All Fans Campaign. The Recording Academy and TBWA/Chiat/Day Los Angeles unveiled an innovative advertising campaign for the 52nd Annual GRAMMY Awards, airing live on CBS Jan. 31, 8-11:30 p.m. ET/PT. The fully integrated campaign, titled "We're All Fans," highlights music fans' unprecedented impact in the current digital age.
http://www.wereallfans.com/#/LadyGaga/
Keep A Child Alive/Digital Death Campaign. Starting December 1, 2010 - World AIDS Day - the world's most followed celebrity Tweeters are sacrificing their digital lives to help save millions of real lives affected by HIV/AIDS in Africa and India.
http://www.buylife.org/index.php
If there's one constant in digital media, its change. The good news is it becomes easier with new technologies, and services. The bad news is the change starts with us. Are you ready?
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