The event was an overwhelming success with 270 attendees from leading companies, such as Air New Zealand, and a range of speakers who highlighted the important ways that marketers can use digital and social networking tools in the rapidly changing media landscape.
The quality of the speakers at DNNZ was superb including Justin Baird, Google’s Innovationist, who illustrated the importance of the Engagement Framework so that people are moving from a transformational framework of creating to actually nurturing ideas.
The convergence of brand and reputation is having a big impact on trust, as consumers now have the power themselves to create, distribute, and moderate all types of content in what is now an uncontrollable marketing environment. Not surprisingly, online retailers through to hotels now let their customers review their products and services.
As an example of how quickly things have changed, in the course of a few years we have now seen the rise of blogs not only as means to communicate, but also as trusted places where people get their news and base their opinions. Social networking sites such as facebook and twitter have become the new accepted ‘norm’ for connecting with friends, as well as a way to reach audiences in a personal way.
Nearly 80% of NetGeners under 28 regularly visit blogs, the most popular way to create and share content.
Corporate blogs are increasingly a tool that is being used and can humanise and help organisations address issues and consumer questions head on (i.e. by-passing the media) – these are more interesting than corporate websites, which won’t necessarily have a human voice.
Blogs are decentralising influence as the Net Generation speaks out – sources of power are being altered and the balance of power is being shifted away from more traditional sources. Not surprisingly, friends are more important than movie reviewers.
If you would like to know how to control your brand online please contact Julien Leys at JML Communications.
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