A shift from competitive positioning in a hierarchical world (of demographics, status and image) by using consistent (brand essence) messaging
…to cooperative, life-enhancing marketing: engaging a networked world of freer but more connected individuals by using a molecule of coherent, fascinating and useful ideas.
1. personalisation: eg Nike iD, Top Shop advisors, first direct service
2. co-creation; eg Wikipedia, Lego Factory, Amazon reviews
3. cascades and crazes; eg iPod, Gmail invites, YouTube
4. social connections; Friends Reunited, MySpace, Facebook
5. community and clans; inNYC card, Starbucks ‘perk up your life’, Red Bull
6. causes and values: Dove, Toyota Prius, Amex Red
7. crowd and awe experiences: Selfridges Vegas Supernova, O2 Wireless festival, Nike Run London
8. concept innovation & customer education: Flora Activ, Budweiser Day Fresh, Nike Free
9. brand JVs: Nike/iPod, Levis/iPod, U2/iPod…
10. Folksy grassrootsiness: Innocent, Google ‘lucky’ button, from ‘reality’ TV to YouTubeJohn Grant
The Connectors, Mavens, and Salesmen help fuel the growth of the Social Media Network (shown behind). Each type of individual possesses a complimentary quality that when combined, creates an infectious momentum which spreads rapidly.
* Connectors: Those with wide social circles. They are the "hubs" of the human social network and responsible for the small world phenomenon.
* Mavens are knowledgeable people. While most consumers wouldn't know if a product were priced above the market rate by, say, 10 percent, mavens would. Bloggers who detect false claims in the media could also be considered mavens.
* Salesmen are charismatic people with powerful negotiation skills. They exert "soft" influence rather than forceful power. Their source of influence may be the tendency of others, subconsciously, to imitate them rather than techniques of conscious persuasion.
Note: based off Malcolm Gladwell's book, The Tipping Point