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The INFLUENCERS movie has arrived ! – INFLUENCERS is a short documentary that explores what it means to be an influencer and “how trends & creativity become contagious” today in music and fashion, or for that matter in other industries too. In its own words “The film attempts to understand the essence of influence, what makes a person influential without taking a statistical or metric approach.”
What I find very interesting is the commentary surrounding the film and few salient points mentioned in the film. Lets start with some of the commentary. Film maker Ryan Fitzgerald poignantly writes “A very interesting film. If you read the fine print “by R+I Creative” you may realize that this is a clever advertisement for the creative agency itself. As a filmmaker I understand that media is the ultimate manipulation tool, and by making a film about what an “Influencer” is you are essentially creating yourself as the authority on how to influence people. According to this film, things that are “cool” are eventually things that spread to the mainstream. Which is how creative agencies make money; by bringing “cool” to the masses.”
The other and more pertinent fact is that is that the film about our times and how trends, trendsetters are tapped into but what’s also clever is the buzz and the very special social elements which are part and parcel of the film convergence media model. Its shareable, its available across multiple access points and on other devices ( ipad, smart phones, facebook, twitter, blogs ) people can comment on it. Over and above the veneer of New York hip and cool at the 12 and quarter minute mark as the film comes to its riveting conclusion Rob Cohen of Cornerstone starts to talk about social media effect of influence and the many touchpoints social technologies have opened and will continue to open. This leads to the one very final and relevant piece of interview with fashion editor Josh Peskowitz, where he underscores that the importance of the consumer is paramount and that they are influencing the establishment .. “who knows where that will lead, no of us do…. we got to wait and see”.
So while the film is the latest or newest thing on the social block, back in 2009 the concept or the use of the word “Influencers” began to the rear its head as a trend in the social media vernacular. In May 2009 I wrote another blog post titled Understanding the Influence Landscape and 2009 the Year of Influence based on the commentary by Ross Dawson (Trends in Living Networks). Its was no accident that this time old marketing concept had come back to the fore. This time it was not dressed up as the media attractive celebrity and brand ambassador and the concept or relational or relationship marketing, it was based on the social influence, a confluence of aggregators, networks , and mechanisms which, was best summed up as:
* The democratization of media, which gives everyone a channel to propagate theirs or others’ opinions.
* Peer trust, which places far greater faith in individuals than corporate advertising and marketing.
* The ongoing fragmentation of mass media, which takes away the power of traditional marketing channels.
* The aggregation of social media, which gives a far stronger voice to the many individual conversations.
I think these still prevail today as elements of convergence culture and Ross’ work cleverly put together the following diagram on the Influence Landscape which while only a beta v 1 still stands the test of hyperspeed in today’s networked world. Its 18 months old and was released almost at the same time as Twitter’s rise to accepted popularity and verging acceptance as mainstream media.
At the last SM@RT event in Geneva , I presented The Tiziano Project via Jon Vidar, the Tiziano Projects Executive Director, to group of journalists, digital marketers , PR and communciations professional as a project that was breaking new ground in transmedia storytelling and social media from the humanitarian angle. The resulting piece of work the Tiziano project has produced just won an award in the New Media Awards web site awards competition.
I think its worth taking a look at. I do think that convergence media will take lots of forms in the next few years. In the realm of media and photojournalism we are already seeing some profound changes. The Tiziano Project is one of these new media empowerment projects that breaks down distance, misunderstanding and creates a vibrant local voice for Kurdistan.
The Tiziano Project | 360° Kurdistan presents the journalistic efforts and personal accounts of 12 Iraqi citizens living in the Kurdish north alongside the stories of their professional multimedia journalism mentors. This is a documentary effort by The Tiziano Project, which provides new media tools and training to community members in conflict, post-conflict and developing regions.
The purpose of The Tiziano Project | 360° Kurdistan is to provide you with a robust and complete understanding of life, culture and news in present-day Iraqi Kurdistan.
I think this article is a must read – http://news.bbc.co.uk/2/hi/technology/8590306.stm
At the F8 conference in San Francisco, Mark Zuckerberg unveiled a number of products he says are aimed at putting users and their friends at the “centre of the web”. It will surely work on the further unseating of Google being the site or service synonymous with internet usage and the webs most used or visited service.
“One of the points Mr Zuckerberg was making was that the web has become a lot less anonymous and Facebook is definitely positioning itself as wanting to be the owner of that information,” said Maya Baratz of the Huffington Post. (Given Facebook’s growing and highly influential size the Huffington Post online publication has dedicated a whole section of its site to news surrounding Facebook which you can read by clicking here.)
Zuckerberg told developers at the f8 conference that the experience will mean a more personalized, social, smarter Web. As quoted from an another article on Huffington Post “Facebook is spreading its wings to the broader Web with new tools that will allow users to see personalized versions of websites they visit elsewhere.
The move could change the way people experience the online world, though it could come with deeper privacy implications. By accessing Facebook’s tools, websites will be able to customize the experience based on the list of friends, favorite bands and other things users have shared on their Facebook profiles.
“The Web is at a really important turning point now,” Facebook CEO Mark Zuckerberg said at the F8 conference for Web and software developers in San Francisco. “Most things aren’t social and they don’t use your real identity. This is really starting to change.”
In its first steps Facebook has changed the semantics surrounding fans “people who like this” – has replaced the former term of “fans.” Facebook has added these new features to its site,
In conjunction with this step it also launched the concept of what it calls Community pages. The concept of Community pages is to revamp users’ profiles to emphasize the pages for bands, books and businesses that users have become fans of. Facebook has started prompting users to essentially combine the two ( a users “Faned” page , and their profile page ) So if you listed The Clash in the “favorite music” section of your profile, Facebook will now ask you to join his page, if you haven’t become a fan of it already.
Facebook has also announced its working to eliminate the FB Connect ‘brand and replacing it with OAUTH – OAuth (Open Authorization) is an open standard that allows users to share their private resources (e.g. photos, videos, contact lists) stored on one site with another site without having to hand out their username and password.
Its also working on projects such as social plugins whch they call GDP (granular data permissions) and continuing to work on user privacy settings. Zuckerberg said Facebook made sure that its new tools don’t intrude on their privacy. Users’ preferences won’t be logged unless they choose to press the “like” button on websites. If anything, Zuckerberg expects the “like” tools to give people more control over what they want to share with their online entourages.
If users embrace it, Facebook could gain valuable insights that could help it sell more advertising, potentially rivaling online ad leader Google Inc., which typically tailors ads based on keywords in search terms and Web content.
“If I were Google I would be really scared because Facebook might end up with a lot more intelligence than them,” said Alain Chuard, Founder of social marketing firm Wildfire. “Google is just an algorithm, but Facebook could rule the Web.”
So there’s obviously and lot more planned for the near future as the battle for social dominance increases. I wonder what Google will do now since its Buzz launch looks like a knee jerk re action to Facebook’s growing importance and it incremental loses in market share of audience time and visitation online?
Monkeys with Typewriters – Myths and realities of social media at work.
There seems to be a lot of books that are be published about social media, the new digital marketing paradigm, and they are propagating as fast that the exponential growth of social media and networking. Most are, unfortunately, the non-descript how to do, or dummies guide to social media or how to use particular tool or a book rushed to print on hype. For the most part these serve their purpose but will be outdated by the time they publish or contain nothing more that are dry set of repetitive studies presented as a mind numbing, blunt string of wide eyed testimonies that say the “times are a changing”. I must say, save the print and spare me the drudgery please. Then I also must concede, I am not the target audience or buyer of such books.
Jemima Gibbons recently published book, Monkeys with Typewriters is quite different to those aforementioned book types. Its a new and refreshing read, a sparkling gem in a field of proliferating drudgery of “read this now and it will change your life” books. It also poignantly marks the period we are experiencing. Read more…
Written for and Reposted from htttp://blog.label.ch
Amongst the daily exchange, promotion, and web of connections woven into the fabric of the online movement of social media specialists, yesterday I read a post by Jason Falls, on his blog the Social Media Explorer. It extolled that the social media pragmatist would prevail over the social media purist.
It is one of the most sensible commentaries I have seen in this space cluttered by the usual virtuous publishings – listen first, stop shouting, transparency, need for spontaneity and speed of action , or the big question on how to measure Social Media ROI. Why does it standout as a poignant comment when all we hear is the importance of engaging in conversations and building relationships ( they still are of pivotal importance ) ? For me it’s the action associated to doing and making an impact on the bottom line that Jason is highlighting. You have take notice of the old direct to consumer or relationship adage – “Call to Action “ – what do you want your consumers to do now? ( it is an interactive environment after all ) Buy, learn more, fulfill a service or need, or be entertained?
As the digital shift continues to move marketing communications to more direct and dialogue driven channels companies should adopt a simple methodology in identifying what will work for them and their consumers. The dialogue idea is as unifying concept that aligns relationship or socially driven programs with other communications as a part of an integrated marketing approach. As more participatory channels for consumers are developed the need to establish consistent, non-campaign driven dialogue points becomes critical in the marketing mix. These are not just limited to the direct channels, as we know them; (CRM, DM, email, websites), but really extend across any personal contact that can be associated to the “ brand experience”; customer and consumer services, in store demonstrations, events etc.
A real world experience with a brand is only mirrored in the participatory platforms online and this mirroring reflects the sentiments it arouses in real world conversations. Read more…
In a list of aspiring and inspiring new entertainment based services and applications SoundCloud won this years coveted Best Entertainment service or application award . Competing in a highly competitive field SoundCloud beat eRepublik, Moshi Monsters, Playfish and WeeWorld, a category largely dominated by online games and virtual worlds . SoundCloud is an online audio platform catering to music professionals enabling them to collaborate, promote & distribute their music. A music sharing and listening service, based on social network technologies .
The music industry is clearly under attack these days as it failed to change and adopt to the new distribution paradigms and the consumers preferences as the old models of music promotion , sales and distribution have been dismantled over the past 9 years . In this new connected world SoundCloud provides a efficient and simple way for music professionals to exchange music they are involved with in private settings allowing for easy collaboration and communication prior to a public release. I think its service that has a bright future and over the past year since its launch its user adoption grow 600 % to close at close to 60,000 users. What is very clear is that SoundCloud has an audience that spans the globe , not just an audience that is largely US based .
Bladedigital is a strategic digital communications , digital marketing and development company, trading under Bladedigital LLC and Bladedigital Ltd and has been operating since 2001. Bladedigital works across territories in Australia, USA, Europe and North Africa providing strategic consultancy and digital service to companies, NGO’s and government agencies. Bladedigital has provided consultancies and services to Nissan Global Interactive Marketing, Nike Digital, Qantas’ NA CRM program, The Museum of Contemporary Art;San Diego, The Phoenix Art Museum, Santa Barbara Museum of Art, The Geffen Playhouse, Activision, Nestle, US Mission to UN, Nestle Maghreb, P&G, Institute of Media and Global Governance , and Richemont amongst others.
Bladedigital , DBA Bladepictures is the developer and publisher of Photojournale : Photo documentary stories from around the world
The Daily Slice
Digital Marketing? Convergence and Convergence Culture? Transmedia
This blog seeks to inform on ideas , trends and best practices but it also seeks to provide a contextual framework for digital convergence , the behaviours , trends in consumer uptake of technology and their effect on communications and marketing.
So what is Digital Marketing?
Is it a website, a media campaign, a banner ad or pay per click?, rich media ? Is it an email campaign, mobile campaign or maybe a microsite, SMS or Intelligent Voice Messaging (IVM)? consumer generated content ? What about blogs, Twitter, Social Media Networks such as Bebo, Linked-in, e-acadamy, myspace and Facebook, or Web2.0 dynamic, distributive content-driven websites. Does it include optimized keyword searches (SEO), SEM , SSM , Digital PR or tacking buzz ? Is it e commerce, widgets, or mobile location-based marketing?
Digital marketing is all of the above – born out of the information age at the end of the 20th century it’s simply marketing in the digital age; a hyper connected world where technology provides no barriers for entry for instant communication, publishing and expression of ideas and needs and platforms whereby brands can interact in the daily lives of their consumers. Consumers have become increasingly connected, as convergence and “always on” connectivity become increasingly mainstream and part of daily life , new important channels of communication are opening to marketers.
Communicators and Marketers have now gained the ability to enhance, empower, interact, converse and otherwise live within ever deeper segments of consumers’ lives. These are relationships that the go far beyond the reach of traditional media, the age of take it , ignore it or leave it marketing.
In the 21st century, the relationship database, the social eco system in which a consumer navigates and the inherent behaviours of convergence culture are the marketplace. The key to deeper consumer engagement and understanding lies in the sophisticated use of key consumer data points and intelligent use of these data points.
Digital marketing is not digital for the sake of digital but an application of established marketing practices re-thought or re engineered in the digital world. Then applied as performance based marketing , real time marketing and these day in the social relationship. It is all about permissioned based, personalized, persuasive and at times pervasive consumer engagement.
This blog is published and maintained by John Horniblow AKA BladeDigital ™ : On the Cutting Edge
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