Jeff Meers of Shiny Media
Today's first presentation comes from Shiny Media's own Jeff Meers, who's going to be outlining some of the research on New Influentials, and how marketers can converse with them. Latest entry is below, with chronological updates after the jump.
12.02: We're not yet in the mainstream though - marketers don't see blogs as must-haves on their schedules. At the mo, we're jumping across the chasm to mainstream adoption from brands – the sheep and dinosaurs. Although we probably won't call them sheep when trying to sell them ads.
12.03: Savvy marketers can beat up the dinosaurs – get to the online influentials first. And that's a wrap.
11.46: We're the new wave, the new influentials of the media world. Hurrah! And we're full of tea and biscuits.
11.47: What do consumers want? Not push marketing, according to Jeff. And he reckons the marketeers who use that approach are going to die out. It's all about interaction and engagement now. Conversational marketing.
11.50: Mavens. I met a group of them in World of Warcraft once. Messy business. Oh, hang on, that's not what mavens are. It's a Hebrew word that means 'One who understands, a connoisseur'. It's being used in the States to describe online influentials.
11.51: First use of the phrase 'paradigm shift' of the day. Who had '5 minutes' in the sweepstake? But yes, the world has changed – all the old values that fitted push marketing have to be rethought for the new conversational marketing.
11.53: Jeff's talk is based around some analysis from Jupiter Research, which groups online people into two types of influentials. Classic Influentials - more about the final product recommendation at the point of purchase. And New Influentials - flitting about the web looking at lots of different things.
11.55: New influentials are impossible to reach using old media without spending a shedload on big TV ads. But online, they're easy to reach, as concentrated around blogs and next-generation content. They read blogs, listen to audio online, watch video, and download podcasts.
11.57: Now Jeff's talking about the Purchase Funnel, and how New Influentials are the 'buzz catalysts' at the early stages, while the Classic Influentials are closer to the purchase decision, reading product reviews and recommending stuff to friends.
12.00: In short, New Influentials are instrumental in spreading marketing messages, by telling friends, blogging, and communicating with professionals.
12.01: Brand owners are starting to get the idea of 'professional' blogs (i.e. not teenagers complaining that their parents are so horrible they won't let them go out with their friends and drink cider it's SO UNFAIR).
Came straight to this page? Visit www.brandsandblogs.com for all the latest news.
TrackBack
TrackBack URL for this entry:
http://shinymedia.headshift.com/cgi-bin/mtshiny/mt-tb.cgi/40827
Listed below are links to weblogs that reference Jeff Meers of Shiny Media: