Awareness, Influence
This was a thought in response to the complex attempt at understanding the “consumer” buying cycle – an interesting attempt to model the new digital world. Whilst the process consumers go through may have become more complex, the consumer buying process can ultimately be captured in the funnel even if the ways that each stage of the funnel has changed, evolved and become more complex.
In addition to this discussion, here are my thoughts on two areas that businesses should focus on to ensure they can achieve success:
Two key levers of Social Media are Influence and Awareness.
Influence and Awareness are intrinsically linked and more than that, both Influence and Awareness can positively and negatively influence each other.
For example, the level of Awareness that a company is able to create, be that by more traditional marketing efforts such as PR, advertising and events etc or through innovation that leads to breakthrough products, will spark Influence. Influence occurs when people are made aware and are inclined either positively or negatively to comment or share their thoughts.
Using Bing as an example, Microsoft is pushing the awareness hard, with $80-$100m marketing dollars and the investment in product development. The awareness that Microsoft created for Bing has lead to huge levels of influence, some positive and some negative.
The ideal scenario that businesses should aim for is when the awareness they are able to generate, sparks positive influence, and this positive influence further enhances the original level of awareness, leading to still greater positive influence. Not quite perpetual energy, but certainly the value that can be derived by a business, if the business understands the relationship between influence and awareness, is significant.
What do you think of the model? Can you suggest some good examples?
I have seen some good models on David Armano’s blog ‘Logic and Emotion’. Check out his flickr set that has all his visual ideas. I am sure I saw something related to Awareness – Influence – Consumers
Eddie,
Thanks for the comment. Here is the link to David Armano’s blog for those that want it. Yeah, i agree, some great insights in David’s blog / ideas aswell. Now I will have to take a look at his flickr set.
I am a big fan of visual design.
Better style of communication in some cases.
Turns complexity into simplicity. Better model to clearly identify patterns.