Zeno Group Blog

At PR Week’s “The Next Conference” next Wednesday in New York, Peter Kim, a former Forrester analyst, is moderating a panel titled, “The Next Digital Era” featuring Steve Rubel from Edelman Digital, Mark Donovan from comScore, and Tom Arrix from Facebook. Kim invited his blog readers to provide input for the panel. One of his questions included, “What’s next for the communications industry?” Below are my thoughts:

Thomas Friedman of The New York Times says we live in a world that’s “Hot, Flat and Crowded.” He might as well be describing the multitude of stagnant organizations that are still hesitant to integrate social platforms and new media strategies in their PR and marketing campaigns. They sit in a smog of inaction, unable to see the fresh air within reach. Alternative communications fuels such as Twitter, Facebook, YouTube and Digg are already helping to eliminate corporate dependence on ink.

What’s next in communications is undoubtedly clear for those socially aware in the current media environment. Communications policy should be based on driving conversation and consumer engagement; rather than one-way vehicles that many organizations exclusively pursue on the congested road to market leadership. National media outlets and mainstream pursuits are still important, but niche communities and micro-platforms will increasingly receive outreach investment from smart PR professionals on behalf of their cost-conscious clients.

The social trends and behavioral shifts happening now will continue to shape what’s next … The availability of effective direct-to-consumer social channels, the accelerating transition from print to online, the growing adoption of social media among all demographics, the rise of the constantly connected consumer are moving all communicators to a massroots marketing era where brands are the broadcasters (think Blendtec YouTube channel). “Marketers as media” will be the norm rather than the exception in communications efforts moving forward. We may not all have the money for a 30-minute spot on multiple network TV channels, but anyone can broadcast to the world in minutes – whether online or on mobile (live video on mobile phones will be the shiny new 2009 car in the ever-expanding communications garage).

How powerful can a “marketers as media” approach be in an increasingly Internet-driven society and digital culture? Just last week, one man who established himself as a brand, spoke directly to his customers and enlisted the power of social communication became President of his industry.

From Absolut to Zappos, companies are embracing a new era of customer engagement and influencer marketing online; although many laggards remain when it comes to social media. Corporate hesitation is rooted in three traditional marketing considerations: message control, brand management and ROI. While these are still important topics to evaluate in marketing efforts, companies should first think of social media in terms of relationships and community; rather than revenues and corporate identity.

“The Growth of Social Technology Adoption,” a new report from Forrester analyst Josh Bernoff indicates that 69 percent of U.S. online adults read, watch or consume social content; while 75 percent use social tools to connect to each other.

Peter Kim, an entrepreneur and former Forrester analyst, is tracking social media efforts through a continuously growing list; which currently features more than 270 brands and their initiatives. The most popular social media tools, or influencer platforms, include YouTube/online video, blogging, Twitter/microblogging, social networks, widgets, crowdsourcing, photosharing and podcasting.

The rising popularity in social media is evident in how many times Mr. Kim’s list has been bookmarked – nearly one thousand times on Delicious, one of the most widely used social media/bookmarking tools. Marketers who need proof that companies can be successful through social media should bookmark, explore and share this list. For active social media participants, the most admired question of 2008 is “Will it blend?” These three words represent a groundbreaking Blendtec/YouTube campaign, rather than concerns of an old-school marketer.

Political conventions provide opportunities to hear from party influencers and this nation’s leaders of tomorrow. At the 2008 Democratic National Convention (DNC), I’ve discovered it’s not just about policies, it’s also about pressure points; it’s not only about speeches, it’s about spines; and in addition to Barack, the headliner was my back. At the Google Retreat inside The Big Tent for bloggers and new media, guests are being pampered with free massages and an assortment of fresh fruit smoothies. There is even a YouTube video upload station for anyone who wants to prove they actually are covering the DNC.

Away from this mile-high oasis, bloggers have an increasingly powerful voice and both political parties are opening up their conventions to more of these viral kingmakers (there are 250 blogs with credentials here at the 2008 Democratic National Convention; twice as many as 2004). As The New York Times recently reported, this is the year of the political blogger. My back seconds that motion.