Interrupt - Engage
Tom Chandler explains this concept extremely well in his article
'Leveraging New Online Media Tools: The Argument for Engagement' .
An example I found was at Clip Star.com
An example I found was at Clip Star.com an online Pop Idol if you will. With many people dreaming of to be a pop, rock star, movie star etc, and wanting their talent noticed one way or the other, Clip Star offers the chance for users to upload their videos of themselves singing, dancing, acting, comedy stand up, or an animation piece for a chance to win an amazing $1,000,000 for the top talent winner.
Its different to that of YouTube in the way it has a purpose for each video instead of just for people to upload for others to watch, in this case you upload your video to win the competition. It demonstrates Chandlers points very well, it engages with their passions, people want to be a star and be stinking rich, they want to be noticed either by other users or potential recording or acting contracts, or for future employment within that industry.
It's a place where people can talk with other users about the things they love who share the same passions or values. This is offered in the form of a community and blog section on the homepage, registered users can create a personal blog about themselves allowing others to talk to them about certain common interests.
The community allows registered users to set up certain interest topics allowing everyone to make a contribution someway. Building a community of users around a brand. Building those long term relationships, as the registered users keep coming back to upload video's, chat with other users, and add to debates and discussions.
Everyone begins to talk about what they just love to talk about, and why not give us the chance to talk, its what we do best.
Excellent example of web 2.0 i think, it demonstrates the 'harnessing of collective intelligence' as we add a video, the services get better, for everyone as their are more video's to watch.
It also demonstrates the 'architecture of participation' its just one way of making the user do something, getting them involved, and allowing us to make a contribution of some sort. Its got the ability to be a rich user experience, and potentially a rewarding one and an enjoyable one at that.
Another shift was Authority to Recommendation. We as online user are beginning to recommend much more things to our friends instead of the brands. because of the participative web we can choose the authority we like. We can all upload, publish, collect and send links, so we make the recommendation of what we want to see instead of the brand showing what they want.
Also we don't just recommend to the brand, we recommend to the our friends online. Friends trust friends more than they trust brands. Therefore we are more likely to actually watch it, play with it, add to it etc. This happens especially with WOM (word of mouth advertising) or should I say 'word of mouse' within in the online world.
This is a survey from eMarketer.com who published a study that more than three-quarters of people trust consumer recommendations over any other type of ad.
''In the survey below it shows that 56% of respondents trusted editorial content''
As we become more connected with everyone online, Word of mouth would seem to could become the best selling tool on the internet.
Viral Advertising is an excellent example of this shift. We pass around virals through email or though mash-ups within our social networking sites such as Facebook. We tell our friends to 'watch this' or 'play with this'. When it comes from a friend we trust it, it has more credibility. We don't really see as an direct sales pitch from the brand because it comes from our friends, therefore we don't ignore it. Subliminally the brand advertises behind the humor, controversy, and fun interactive of the viral.
'Leveraging New Online Media Tools: The Argument for Engagement' .
Don't Interrupt – Engage.This sums up this point perfectly, users don't want to be interrupted when online with unnecessary content which they don't need. Brands are starting to build environments which share the users passions which they know the users will enjoy. They show they also share a passion for the same thing, which the user can relate to and will enjoy.
Today's two-way media channels offer a unique benefit; instead of marketing at customers, you have the ability to engage with them, building powerful brand loyalty and a mile-wide conversational pipeline.
How? The strongest connection you can create with a consumer is to engage with them via their passions and values.
Demonstrate that your organization shares their passions and values, and suddenly, you're connecting via the emotional spaces surrounding your products and services.
Engagement marketing represents a powerful connection – one that builds long-term relationships, and sidesteps the "always uphill" battles of interrupt marketing techniques.
An example I found was at Clip Star.com
An example I found was at Clip Star.com an online Pop Idol if you will. With many people dreaming of to be a pop, rock star, movie star etc, and wanting their talent noticed one way or the other, Clip Star offers the chance for users to upload their videos of themselves singing, dancing, acting, comedy stand up, or an animation piece for a chance to win an amazing $1,000,000 for the top talent winner.
Its different to that of YouTube in the way it has a purpose for each video instead of just for people to upload for others to watch, in this case you upload your video to win the competition. It demonstrates Chandlers points very well, it engages with their passions, people want to be a star and be stinking rich, they want to be noticed either by other users or potential recording or acting contracts, or for future employment within that industry.
It's a place where people can talk with other users about the things they love who share the same passions or values. This is offered in the form of a community and blog section on the homepage, registered users can create a personal blog about themselves allowing others to talk to them about certain common interests.
The community allows registered users to set up certain interest topics allowing everyone to make a contribution someway. Building a community of users around a brand. Building those long term relationships, as the registered users keep coming back to upload video's, chat with other users, and add to debates and discussions.
Everyone begins to talk about what they just love to talk about, and why not give us the chance to talk, its what we do best.
Excellent example of web 2.0 i think, it demonstrates the 'harnessing of collective intelligence' as we add a video, the services get better, for everyone as their are more video's to watch.
It also demonstrates the 'architecture of participation' its just one way of making the user do something, getting them involved, and allowing us to make a contribution of some sort. Its got the ability to be a rich user experience, and potentially a rewarding one and an enjoyable one at that.
Another shift was Authority to Recommendation. We as online user are beginning to recommend much more things to our friends instead of the brands. because of the participative web we can choose the authority we like. We can all upload, publish, collect and send links, so we make the recommendation of what we want to see instead of the brand showing what they want.
Also we don't just recommend to the brand, we recommend to the our friends online. Friends trust friends more than they trust brands. Therefore we are more likely to actually watch it, play with it, add to it etc. This happens especially with WOM (word of mouth advertising) or should I say 'word of mouse' within in the online world.
This is a survey from eMarketer.com who published a study that more than three-quarters of people trust consumer recommendations over any other type of ad.
''In the survey below it shows that 56% of respondents trusted editorial content''
As we become more connected with everyone online, Word of mouth would seem to could become the best selling tool on the internet.
Viral Advertising is an excellent example of this shift. We pass around virals through email or though mash-ups within our social networking sites such as Facebook. We tell our friends to 'watch this' or 'play with this'. When it comes from a friend we trust it, it has more credibility. We don't really see as an direct sales pitch from the brand because it comes from our friends, therefore we don't ignore it. Subliminally the brand advertises behind the humor, controversy, and fun interactive of the viral.
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