Trends Report: The Rise of Brands as Ecosystems
With an unprecedented level of access to consumers — through data and online communities — brands are seeking more direct feedback than ever, proactively mining audiences, influencers and user-generated content streams for best practices. Brands that engage in this type of open dialogue have seen engagement, fandom, and advocacy boom, as they invite consumers to be an integral part of their brand, not just a patron.
The “I” Word: The Social Media Soap Opera Between Brands, Agencies and Influencers
Today, engagement is driven by a distributed content model in which “traditional” information distributors—newspapers, magazines, digital editorial platforms—are struggling to retain audience share. The new mayor in media? So-called “digital influencers” whose armies of engaged followers stand ready to like, heart, ha-ha, share, click and buy whatever they’re snapping, ‘gramming, posting and tweeting….sponsorship be damned. So how do brands navigate this rapidly changing landscape? How do you vet and contract influencers? What are the guidelines for these new relationships, and how do we know they work? And if influencers are the new editor, what’s next on the horizon?