Forget forcing people to hear and accept YOUR message: build different windows into the communities you care about to enable their conversations to emerge. SOCIALLY DESIGN an ecosystem that will allow for maximum emergence and maximum acceptance (i.e., people are more likely to hear your message if your ecosystem allows for other messages they care about to exist there).
Socially designing your influence campaigns MUST recognize that social is participatory and thus warrants a COMPETITION of ideas. Only through healthy competition of these ideas can a conversation continuum achieve a healthy EQUILIBRIUM… and THAT should be your goal!--You don’t necessarily want to deploy YOUR MESSAGE into a conversation space and have it dominate EVERYTHING: that’s OLD THINKING.--Instead, you want YOUR MESSAGE to COMPETE against other messages in the conversation continuum and WIN ACCEPTANCE ON ITS MERIT from people in that continuum.--This develops CREDIBILITY and TRUST in your message at such a base level that it becomes impossible to ignore.
Tribal Marketing Case Study courtesy of Linkcrafter: http://www.linkcrafter.com/blog/?tag=tribal-marketing
Geo-location has brought back HYPERLOCAL as a marketing channel. Crowdsourcing can enable some of the best, most innovative hyperlocal apps
Transmedia: where the story permeates all aspects of the viewer’s life to such a degree that they become participatory in the story and complicit in its plot twists. Storytelling of this type occurs across multiple channels of media with differing levels of “beginning” and “ending.”
Engaging in a Now Media Continuum - Du4 for MRi
Engaging in a “now media” continuum<br />Some tips for influencing in the 21st century<br />July 6, 2010<br />Christopher P. Dufour<br />Senior Vice President for Strategy, MRi<br />
Du4 <br /> Follow on Twitter: http://twitter.com/du4<br /> Read blog: http://mustbeawesome.com<br /> Work with: http://www.linkedin.com/in/chrisdu4<br /> Share on Google Reader: email@example.com<br /> Talk books at Goodreads (username: Dufour)<br /> Friend on Facebook: http://facebook.com/chrisdu4<br />You’ll never find an easier target to influence.<br />
CaseStudy: BarackObama for President<br />Courtesy Linkcrafter Blog<br />
How Obama engaged in a Now Media continuum to win 2008 election<br />Listened to citizens (potential voters)<br />Listened to competitors, supporters, and other actors<br />Enabled dialogue via town halls, social media, etc<br />Genuinely cared about people’s concerns<br />Used memes to great campaign effect (Pepsi, YouTube)<br />Researched social tools & used right ones for effect<br />Built a participatory ecosystem via web & social media<br />
Obama Campaign Community Continuum<br />Courtesy Linkcrafter Blog<br />