The number of shares and likes a piece of content receives on the web are crucial in its efficacy as a successful marketing tool, the audience of Content Marketing World Sydney has been told.
Mark Schaefer said that power and influence are shifting on the web thanks to the dual enablers of widespread high speed Internet access and easy to use publishing platforms like Twitter, Facebook and LinkedIn.
He said that Robert Caldini’s six sources of influence of scarcity, likeability, recipricocity, authority, consistency and social proof no longer work online.
The new locus of power lies with content that moves. In other words content that people share.
“Social proof is incredibly powerful. Numbers matter. You wanted to grow beautiful tulips. You find two blog posts. One has been shared lots the other not. Which one are you going to read?” Schaefer asked his audience.
“Content that moves. Creates power. It’s only good if it’s shared,” he added.
This means that companies have to have a network strategy as well as a content strategy.
Schaeffer also added that the new people of influence were no longer movie starts and celebrities but every day people who just started blogging a lot or Tweeting a lot and gathered huge audiences. People such as Robert Scoble who was just an IT department nerd, but ended up receiving the first Google Glass to trial outside of Google employees.
Please login with linkedin to comment
Independent brand and creative agency Chello has created a new integrated campaign ‘I want Tiggo’ to launch automotive giant Chery’s new Tiggo 7 pro into the Australian market. ‘I want Tiggo’ features a short film depicting a young boy who sees his father getting in the car and driving off and shouts “I want to […]
The Australian Professional Leagues (APL) and Isuzu UTE Australia have announced an extension to their partnership, reinforcing Isuzu UTE’s commitment to Australian football. The two-year extension will see Isuzu UTE Australia remain as the Naming Rights Partner of the Isuzu UTE A-League Men and as a Major Partner and Automotive category partner of the Liberty […]
The Seven Network has announced the launch of a new Advanced Advertising division to drive the development and launch of innovative new trading models across Seven’s national converged total TV ecosystem. The team has been set up to lead Phoenix, the world’s most advanced total TV trading system. Phoenix brings together the massive reach and […]
Surf Life Saving Australia has launched a new campaign to fight drownings at the beach, featuring a cheeky approach designed to change behaviour. Every year, over 120 people drown outside the flags on Australian beaches, and that’s too many. So, Surf Life Saving Australia is calling on beachgoers to ‘Give an F About the Flags’ […]
Toyota Australia and HCLTech have upgraded their partnerships with Cricket Australia (CA) to include displaying their global brands on the iconic Australian playing shirts. Toyota will be the men’s front-of-shirt partner and appear on the sleeve of the men’s and women’s playing shirts, while HCLTech will remain on the sleeve of the men’s playing shirt […]
Following continued new business growth, digital consultancy G Squared has made a number of senior appointments to further strengthen its paid media and search offerings. Lead Image: L to R – Steph Hasouros and Ishita Sehdev Steph Hasouros has joined as head of paid media, overseeing the paid media team and its growth. She will also […]
The Seven Network revealed the results of the second round of its flagship innovation initiative – Ignite – which saw seven employee-led generative AI concepts selected for prototype development. An inspiring three-week event, Ignite brings together internal cross-functional teams of engineers, data scientists, product managers and staff from across the business to collaborate and develop […]