Advertising + Method + Social Media = Change the way you advertise and empower your fans
The Internet has changed the way people go along with advertising and social media has changed the way advertising is perceived. Decision making process has partly evolved to add Internet influential people to traditional TV, print, and radio advertising. Like going from local to international, the personal influence area has increased from standard influence ring (family and friends) to web influence ring (family, friends, web followers). One of the best examples is Michael Arrington who start from scratch to reach Time’s list ofthe world’s 100 most influential people of the planet. That change in influence process involves a move in advertising method to include social media that brands have to follow, a new method well explained in the following video interview of Dr. Vinton G. Cerf, “The Father Of The Internet” and VP, Chief Internet Evangelist for Google, and run by OgilvyOne Singapore.
As Vinton G. Cert says, the decision making process has moved and now people use to filter information, using Google as a decision making tool (the process that makes a user choose content from the first 5 links provided by Google search, and that eventually lead to a sell) and opinion from “consumption experts” (guys that are high ranks in Google Search). That thing means that awareness using traditional methods isn’t the only way to develop one’s company business. You can also leverage social media now using a particular method of spreading the word in direction of opinion leaders.
The process is simple, the objective is clear, but the implementation may require some little efforts from non “Web 2.0 way of thinking” companies:
- Change the way you do advertising to add informative value in your content
- Get in touch with influential people of your activity field and people interested in your business
- Help those people to become/ increase their influence ability (help them being relevant and provide them with tools enhancing their spreading power)
Thanks to David Yeo from SocialMedia-marketing for pointing out the video.
David Yeo | June 17th, 2008 at 4:01 am #
Hey Romain, glad that you like the video. Expanding on your thoughts about “informative value in your content”, in asia especially we tend to be possessive about content - stemming from the fear of releasing “too much” information to competitors, and maybe even competitors disguise as fans. But is it ever too much with the shift in web technologies, Google machinery? Here are 2 points why “informative value in content” will eventually rule,
1) Consumers grow weary with just Flash and Bang advertising messages that do not serve other than interrupt our senses. People eventually switch off their brains. I notice a marked difference in results when I am making a presentation based on informative content versus one where I simply make various angles in pitching. Engagement drives sales.
2) We all need to suck up to Google as the enforcer of relevant and authoritative content or risk burial into obscurity . Content that is informative, whether it is a presentation slideshow which you upload to a website after a meeting or a blog post, encourages links and spread.