Socialnomics

One of the most interesting sections in this book was discussing the concept that the world around us is shifting from a model where marketers historically have supported content to a world in which marketers and companies need to create their own content or seamlessly integrate with existing content. This idea opens so many doors for companies to reach their consumers on a deeper level; not only can they promote their product but they can do it in a way that brings the customer TO them not the other way around. However, as Qualman points out, this has to be done in a creative and innovative manner. Lexus can no longer get the best results (impressions, GRPs, etc) by plopping their newest car into a TV show, it has to become an part of the story that customers notice, but not TOO much or it might turn them away. As you can see, this is a challenge for agencies and companies alike.

It's not only for-profit companies that are doing this either. Non-profit companies try to woo television shows and networks to get their cause, be it AIDS, cancer, or any other issue, woven into the story line. I had no idea the extent to which socialnomics had expanded. In Season 6, episode 6 of America's Next Top Model the cast recorded a PSA about AIDS awareness and effects. This episode was not just created on a whim, the people at the Kaiser Family Foundation reached out to Viacom to help them spread thir message. At the same time the hit show Without A Trace had an episode air that was based on a character who had AIDS and followed her struggle with the disease.

These examples, and the examples Qualman discusses in the book (ESPN's fantasy football podcasts and sponsorships) demonstrate the changing world that we live in and how companies are altering their ways of communicating with their consumers. As a consumer, being aware of these changes allows me to make smarter purchasing decisions by not taking media-generated content at face value and making sure that I do my homework before making a big purchase. However, as someone who works in the marketing/advertising industry this knowledge will enable me to come up with creative and innovative ways to reach consumers and generate a conversation with them.