Traditional marketing agencies have a business model built around:
1. Selling the CREATIVITY that leads to 'the big idea'
2. Selling the MEDIA that broadcasts the big idea
The Social Web offers an alternative to brands that challenges the traditional agency model:
1. As a source of high quality INSIGHTS and IDEAS
2. As an active network where the best ideas (content) are SHARED for free
Better insights ignite Better ideas.
For sponsorship, this is a particularly exciting opportunity because so many of the communities across the social web are built around shared passions. They're a hotbed of insight, waiting to be tapped.
Now we have the opportunity to listen more closely to what target audiences want and need from a brand. Not through flawed focus groups or incentivised surveys, but through 'natural fan chatter'.
Now we have the opportunity to listen more closely to what target audiences want and need from a brand. Not through flawed focus groups or incentivised surveys, but through 'natural fan chatter'.
By listening more closely to what fans want and need we can create better activation ideas that give them what they want (often it's just help getting more of what they love).
And by giving them what they want, we give them what they want to share:
Content that their fellow fans will value.
Our 'Leverage Loop' model simply places listening and insight at the heart of a more effective sponsorship campaign. By listening before giving, you involve fans more in shaping what happens, where and when. Not just when you create a Platform, but throughout its activation.
This means your campaign works harder for longer.
Listen closer. Connect better. Reach further.
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