Using Web 2.0 to accelerate The Tipping Point

Timing is everything in life, and I can’t help but think that Malcolm Gladwell was ahead of his time in 2000 when he published The Tipping Point. If you haven’t read this one, I highly recommend it.

In the book, Gladwell describes some excellent offline examples of how markets “tip” once influencers get a hold of the product. The Tipping Point can dramatically change the sales dynamic virtually overnight.

Now, fast-forward 7 years, and throw in Web 2.0 tools like blogging, podcasting, videocasting community sites and user-generated content. The result: a recipe that can actually help accelerate both the Tipping Point and the return on your marketing investments!

Here are a few ways to think about it …

Community Sites: allow your key brand influencers to have continuous discussions with other community members. As a byproduct of this, marketers get a steady stream of information they can use to better predict product demand and tailor new products.

User Generated Content: allow your mavens to produce content and even advertising – such as the Doritos Super Bowl ads – that help explain and translate your brand to the masses. This is the ideal role for the mavens. But better than that, it lowers your overall cost of content and ad creation.

Blogging, Podcasting, Videocasts: allow your influencers and mavens to more effectively use word-of-mouth marketing to connect to “connectors” who can spread your word virally. This speeds adoption and, again, lowers your overall marketing spending.

So where is the Buzz? Smart Buzz Marketers are looking for ways to harness the power of their brand’s influencers, mavens and connectors. By tapping into these groups, companies can tap into free expertise, as well as a powerful extension of their research department.

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