Brands today have more consumers at their fingertips than any TV show or magazine could ever offer thanks to an abundance of multi-connected digital platforms. But entertaining those consumers on multiple platforms is a role that brands have never had to play before. The opportunities are turning brands into this generations publishers. This is the next evolution in content creation -- when brands fully take on the role of publisher and entertainer. And the brands that do this successfully will win.
Playing the role of publisher and content creator means moving beyond old-school push-message advertising. It means creating engaging content that invites the consumer in to make the experience their own, and it means allowing the consumer to be the copywriter in some cases. It also means that brands must constantly evaluate if their content is fresh, engaging, provoking and causing a reaction in their audience. It means that brands must entertain … or fail.
by Dave Olson
Customers are part of your culture. By inviting them to participate in your campaigns and community, you can speed progress, gain candid market insight, and have some fun. This conversation will share tips about wrangling your passionate users to help with specific tasks for mutual benefit. The tips and tactics will include: understanding motivations, providing rewards, setting boundaries, understanding types of volunteers, organizing disappearing task forces, avoiding "cat herding,” and thwarting confusion and conflicts.
Practical examples will include: crowd-sourcing a multi-language software translation project; organizing citizen reporting at an Olympic Games; creating participatory contests to produce content and assets; identifying perpetrators and looters in a riot; raising relief money under difficult circumstances; and, rapidly helping victims in disaster zones.
From the examples, we’ll discuss methods for channeling the passion of audiences into tangible results in much the same manner as Tom Sawyer recruited his fishing pals to help whitewash his fence.
9th–13th March 2012