* Blogging
Apparently there are 60 million active blogs in the blogosphere, equivalent to one for every person in the UK today.
Appropriately enough, it was a blog that revealed 71% of car and travel consumers in the US are influenced by consumer generated media - blogs, message boards, on-line communities and the like; whereas only 35% of the same people are influenced by brand.
Odd to think that brands devote large amounts of money to creating relationships with consumers; yet here we have individuals who appear to prefer the recommendation of complete strangers for something as serious as buying a car.
Clearly, human nature is such that free advice from a person is respected more than communication from a brand. Word of mouth has always represented powerful advocacy and, in this instance, its effect is amplified by the Web.
Unlike brands, people who contribute to on-line communities aren't selling anything. They are merely sharing their experiences. And if I happen to find those experiences are relevant to me, I might well act on their advice.
The communities created by Web 2.0 represent a powerful force for change, derived from the fact they express a tangible sense of humanity beyond the screen. That humanity comes across in the minutiae of everyday life which comprises the content of many personal blogs - much like a tv soap opera, some of it is fascinating, some of it is tedious.
Humanity aside, what might this mean for brand communication?
Maybe it's time to participate in conversations. Respect the intelligence of your audience and reveal a little more about yourself, as a reward for their passing interest in you.
Think about using a different tone of voice. And consider the truth at the heart of that sentimental care-worn old world aphorism...strangers are friends we have yet to meet.
John Pickering
- Insight
- Digital Communications
- Investor Communications
- Marketing Communications
- Retail and Leisure
- Sport and Entertainment
