“FOREVERISM”
Yet more evidence that the old agency model of “target audience” and “coverage and frequency” is going the same way as black and white TV, moving towards what we at Naked call one of our Truths - “People are your partners.”
FOREVERISM | Encompasses the many ways that consumers and businesses are embracing conversations, relationships, and products that are never done. Driving its popularity is technology that allows them to find, follow, interact and collaborate forever with anyone & anything.
There is a better way - “Innovation Jubilation”
A look at some great business ideas that are challenging the doom and gloom of the global recession.
To read more about valuable opportunities for brands in ENDURING FREE LOVE, DIY, SELLSUMERS, STATUS STORIES, KIDS/TEENS/MOMS, GENERATION G, BRAND BUTLERS, OFF=ON, ECO-BOUNTY, TWINSUMERS, INTENT & CLOUT, MAPMANIA, HYPERLOCAL, THE GLOBAL BRAIN, and LESS & LONGING, click here.
Naked Truths
The collective conscience of Naked live in what we call the Naked Truths. These are the principles which guide everything we do, and act as a litmus test when things get hazy. We think that the Truths are just as relevant today (if not more so) as when John, Jon, and Will wrote them in 2000, upon founding our fair company.
Here is a quick two-sample:
Naked Truth — EVERYTHING COMMUNICATES
55% of human communication comes from your appearance, 38% is how you sound and only 7% is what you say… i.e. over 90% of what you communicate has nothing to do with what comes out of your mouth. The same is true for brands. So we need to manage every piece of brand behavior, not just what is said in ads or on websites. Communications planning needs to inform everything you do from product innovation to service delivery to customer relationships to marketing.
Naked Truth — PEOPLE ARE YOUR PARTNERS
Consumers no longer choose just to consume, they also choose to create and share in this era of user generated content and citizen journalism. So it is outdated to think of them as just a “target,” passively receiving branded messages — they are now potentially partners in our communication. Therefore, companies should start treating their consumers like they treat their employees. We have to think about the way we recruit them, reward them, incentivize them and promote them. And this principle holds true for any audience who touches a given brand — clients, B2B partners, the media, customers, and even, yes, their employees.
“SELLSUMERS” -People are your Partners
We’ve never believed that companies should arrogantly view audiences as targets, waiting passively to receive great words of wisdom from the next big ad campaign. Rather, we view people as partners in communication. Indeed, this is one of The Naked Truths. Sellsumers are the latest manifestation of the mega trend that is ‘consumer participation’
SELLSUMERS: Whether it’s selling their insights to corporations, hawking their creative output to fellow consumers, or renting out unused assets, consumers will increasingly become SELLSUMERS, too. Read more at TRENDWATCHING
Twitter - silent crowds
A recenty study among 300.000 Twitter users show that just 10% of them generate more than 90% of the content.
“Based on the numbers, Twitter is certainly not a service where everyone who has seen it has instantly loved it,” said Bill Heil, a graduate from Harvard Business School who carried out the work.
On a typical online social network, he said, the top 10% of users accounted for 30% of all production.
“This implies that Twitter’s resembles more of a one-way, one-to-many publishing service more than a two-way, peer-to-peer communication network,” the team wrote in a blog post.
Read the full article from BBC News here.