Monday, June 28, 2010
DDB Creativity (video): The Meek Have Inherited The Earth: The power and future of social media in the new decade
Social connectivity is the driver behind the greatest leap in human and brand evolution so far this century. Social media is the single greatest agent of change in both the wider world today and specific commercial channels. From the news being reported real-time through Twitter, to brands developing and altering their products based upon social feedback and democratically enabled creativity and utility - the meek have truly begun to inherit the earth.
Bernbach said: “Word of mouth is the most powerful medium of all.”
Trusted conversation, referrals and advocacy are the most powerful purchasing factors in the marketplace, making social media the most important but least defined of the digital channel tiers. Those that get the fundamentals right will be the most powerful brands of the new century.
In this Cannes seminar, delegates learned how to best leverage social media. In addition to drawing on examples from across the industry, TribalDDB highlighted client Hasbro, and delegates heard a leading brand’s beliefs on this new age of social media as well as how those are informing future business and marketing decisions. They also heard about the latest social media practicalities: the way that brands can harness the social power of Joe Public, create marketing mechanics and experiences wherein public opinion is facilitated and incentivized in order to reach a specific campaign goal, and how to best facilitate this social creativity.
Matt Ross, Head of CreativeTribal DDB, London